CASE STUDY

Nexus Persona Ecosystem

Building the Foundation for a Human-Centered Enterprise Capability.

Domain: Enterprise Service Design (B2E)
Timeline: 6-month Build Phase; Alpha ongoing
Role: Senior Experience Designer, Strategy, Research & Activation Lead
Process Phase: Reveal

OVERVIEW

Nexus turns research into a human-centered enterprise capability.

Despite heavy investment in personas, teams weren’t using them, and decisions were still driven by assumptions leading to fragmented experiences and projected inefficiencies exceeding $50M annually. The opportunity was to turn static research artifacts into active, trusted decision‑making tools at an enterprise scale.

Role: I led research, strategy, experience design, and activation from concept through alpha, evolving the work from a persona repository into a broader enterprise insight and Service Design capability.

Impact: The repository made user research easily accessible to non-design teams, helping support more data-informed decision making. It also streamlined the persona creation process, saving hundreds of hours and more than $600K annually in design labor. Beyond operational efficiency, it ignited a strategic shift toward experience management, and laid the foundation for an enterprise service design capability.

Solution: Built an enterprise persona ecosystem combining validated persona profiles, accessible research, training, workflow integration, and adoption measurement, designed to help teams apply real insights in everyday decisions.

  • The Persona Library acts as a central hub that helps users explore persona profiles relevant to their work.

  • Robust persona profiles provide rich insights and data points, from in-depth needs and pain points to tools, communication channels and collaborators.

  • The ecosystem map showcases connections between departments and groups across the organization, bringing clarity while navigating complex organizational layers.

  • Building shared customer and employee understanding.

    Nexus creates a common foundation of validated insight that teams can use to better understand the people affected by their decisions.

  • Designed for activation, not documentation.

    Training, workflow integration, and maturity measurement create the infrastructure needed to embed persona use as the capability scales.

  • Measuring readiness and preparing to scale.

    A persona maturity model and quantitative assessment establish a baseline for team understanding and help target future activation support.

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