CASE STUDY

Nexus Persona Ecosystem

Building the Foundation for a Journey-Based, Human-Centered Enterprise Capability.

Domain: Enterprise Service Design (B2E)
Timeline: 6-month Build Phase; Alpha ongoing
Role: Senior UX Designer, Strategist, Product Manager
Process Phase: Reveal

OVERVIEW

Nexus powers human-centered, outcome-driven ways of work.

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: Senior UX Designer, Strategist, and Product Manager, leading end‑to‑end research, design, and activation. I set the strategic direction, shaped Nexus as a product, and guided a pivot from static documentation toward behavior change.

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: Shipped Nexus, a persona ecosystem combining a searchable persona library, rich persona profiles, and organizational context designed for everyday use, not shelf life. Delivered as a living platform supported by training, workflow integration, and adoption measurement to drive real behavior change across teams.

  • 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.

  • Driving alignment & smarter decision making.

    Nexus helps teams align around real user needs, leading to clearer priorities, better collaboration, and more human-centered, high-impact outcomes.

  • Enabling scalable, human-centered impact.

    By embedding personas into everyday workflows, Nexus empowers teams to focus on outcomes over outputs, laying the groundwork for enterprise-wide adoption.

  • Enhanced engagement and satisfaction.

    When people are heard, valued and empowered in their work, it helps them thrive while enriching the business.​

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