Recently, working with a team of designers to re-imagine the car loan experience for a client pitch, I came upon a feeling I'm no stranger to: Unease. I believe feeling uncomfortable is necessary for personal and professional growth, and putting yourself "out there" in unfamiliar situations is conducive to feeling this way. But this time was a bit different. I couldn't help but think that there was something more to my unease - I had doubts on the legitimacy of our process. To be more specific, my discomfort was rooted in our approach for creating personas and journey maps, key experience design elements that are the starting point and foundation for all future state innovation proposals. At times I was overtaken with doubt and I found myself second guessing our narratives.
Now before this starts to sound negative or hyper critical, let me elaborate further on the team's rationale which is rooted in a strategic approach based on handling limitations and meeting a key objective: Inspiring action.Read More