The document describes 8 personas that represent key end users of an idea exchange portal at Penn Medicine. The 8 personas are: patient transport, patient service representative, office professional, allied health worker, nurse, practice manager/nurse manager, physician, and senior leader. For each persona, their typical work cycle, digital access, ideas, and ideation path are outlined. The personas were designed to encompass the traits of the vast majority of end users of the idea exchange portal.

1. Personas
Patient
Services
Nurse
Allied
Health
Worker
Physician
Patient
Transport
Office
Professional
Leadership
Nurse or
Practice
Manager
For the Idea Exchange
Penn Medicine Department of Human Resources
Prepared by:
Mark Waldo - Digital Strategist
Aaron Johnson - Manager, Social Media and
Employee Communications

2. THE PERSONAS
An Explanation
2

3. Personas represent key end users of the Exchange.
We are designing the portal to serve the needs of 8 personas.
If the site can serve the needs of these 8, then it will serve the
needs of the vast majority of end users, who display traits that span
one or more of the personas.
3

4. ThePersonas
We have chosen to focus on eight
1. Patient Transport
2. Patient Service Representative
3. Office Professional (Finance, IT, HR, etc.)
4. Allied Health Worker (Pharmacist, Radiation Technologist,
Respiratory Therapist, etc.)
5. Nurse
6. Practice Manager or Nurse Manager
7. Physician
8. Senior Leader
4

5. Locationof Personas
Physician
Senior Leader
10%
25%
65%
Patient Transport
Patient Service Representative
Office Professional (Finance, IT, HR, etc.)
Allied Health Worker (Pharmacist, Radiation Technologist,
Respiratory Therapist, etc.)
Nurse
Practice Manager or Nurse Manager
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6. What Is In These Personas?
How is ideation currently managed?
Is web access an issue and when and
how does it occur?
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What existing cow paths can we pave?
How will people get to the Exchange?

7. FINDINGS
Trends We Found
7

8. 8
Two Types of Usage Can Be Expected
Everyone Else
will use the Exchange to provide a clear path to developing ideas
and to have the help of leadership in implementing them.
will use the Exchange to test interest in ideas and manage
findings from the forum on their own.
Senior Leadership

9. Recommended Ideation Path For Everyone Except Sr.
Leadership
I have an
idea
My idea is
reviewed
My idea is
commented on
by all of Penn
Medicine
I build a
team
My idea is
implemented
9

10. Recommended Ideation Path For Sr. Leadership
I modify my
idea
I implement
my idea
I have an
idea
My idea is
commented on
by all of Penn
Medicine
10

11. 11
Two Types of Usage Can Be Expected
Both can be accommodated within one online process
11

12. 12
There is a Typical Day

13. Five Stages
Work Near or At Desk
Typical Daily Work Cycle
Assess work day
needs.
Eat. Often at
desk
Opportunity to reflect and record ideas is ongoing.
Desktop Desktop
Attend meetings or
work at desk as
necessary.
Attend meetings or
work at desk as
necessary.
Planning
Finish final tasks.
Planning for next day
has been ongoing
throughout the day
though.
Opportunity to reflect and record ideas is ongoing.
Work Near or At Desk
Wrap
Up
Break
13

14. 14
As a Result, Access to the Exchange will be Easy-ish
Most have access to
desktop computers
All have the ability to
submit text messages via
mobile devices
Most can find time amidst
their daily work to
contribute ideas
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15. On the other hand, staff has time but not a lot of time.
Implement only essential features.
Additional resources and tools go elsewhere.
Scope of site must be immediately evident.
Actions on each page limited to the essential.
When there is little time, too many choices
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inhibit choosing.

16. INDEX A: THE PERSONAS
All Eight Personas
16

17. Helen – A Nurse
Trauma
Digital Access
I can have ideas at anytime. Because of my position I have a great deal of control over how I do my job. This allows
me to work on a desktop when I need to.
There are times when I am working when I can’t get to a work station but do have ideas. Having an application that I
could use on my cell phone to take quick notes would be helpful.
Ideas
There are a lot of procedures that we are doing. Any one could be redesigned for improved patient outcomes.
Support
I have good connections for getting traction around my ideas. I am respected and my leadership will get behind me.
Time
I have time to be involved in Penn. If I have a good idea and want to put people together to move it along, that will
be supported. 17

18. Typical Nurse Work Cycle
Five Stages
Work with patients
Assess patients
during hand off
from nurse going
off shift
Eat. Often at
desk
Opportunity to reflect and record ideas is ongoing.
Desktop Desktop
Work with PatientsBreak
Attend to patients Attend to patients
Hand-Off Hand-Off
Finish final tasks.
Hand off information
to on boarding nurse
Opportunity to reflect and record ideas is ongoing.
18

19. Typical Nurse Ideation Path
I build a teamI have an idea
My idea is reviewed My idea is
implemented
19

20. Jennifer – Practice
Manager
Oncology practice
I need…
To be connected to the organization. Sometimes I hear
about things too late from a chance encounter
when I should have known like everyone else.
I need to hear from my staff what they need and see.
Ideas
There must be other managers like me outside of my
entity who are doing the things I do. What can I
learn? What can I share?
Digital Access
I can have ideas at anytime. I have access to a desktop
while in the offices I sit in and Blackberry in transit.
Time
I have time for this. It helps me do my job and helps my
team. 20

21. Five Stages
Meetings and Working at Desk
Typical Practice Manager Work Cycle
Assess work day
needs.
Eat. Often at
desk
Opportunity to reflect and record ideas is ongoing.
Desktop Desktop
Meetings and Working at DeskBreak
Attend meetings or
work at desk as
necessary.
Attend meetings or
work at desk as
necessary.
Morning
Planning
Wrap Up
Finish final tasks.
Planning for next day
has been ongoing
throughout the day
though.
Opportunity to reflect and record ideas is ongoing.
21

22. Typical Practice Manager Ideation Path
My idea is reviewed
I have an idea
Jennifer does not leverage peer support in presenting ideas, leveraging
her position and knowledge of who to go to instead.
My idea is
implemented
22

23. Jeff – Allied Health
Worker
Respiratory Therapist
I need…
Someone to listen to my ideas. I see things that could be
changed but what do I do? There is very little time for
anything else. I also don’t get the sense that the
admins who oversee our work share our values.
They are focused on costs when we are focused on
patients. We never see them. We are just parts of a
plan THEY are putting into place.
Ideas
I can have ideas at anytime. I am interested in finding
other people like me. How are they doing the things I
do? What can I learn?
Digital Access
I have access to a desktop while in the offices I sit in.
Time
My work is very routine and measurable so I face stiff
quotas during the day. I have to meet these, but I
have random time between patients for this. 23

24. Five Stages
Procedures
Typical Allied Health Worker Work Cycle
Pick up print orders
and type them into
system.
Schedule patients
and then wait on
transport.
Eat. Cafeteria
or in break
room.
Desktop Desktop
Break
Call patients in and
stay with patient
until transport
returns to pick
them up.
Pick up
Orders and
Schedule
Clean Up
Clean
Opportunity during waiting for transport to reflect
and record ideas is ongoing.
Procedures
Call patients in and
stay with patient
until transport
returns to pick
them up.
Opportunity during waiting for transport to reflect
and record ideas is ongoing.
24

25. Typical Allied Health Worker Ideation Path
My idea is reviewed
without me
I have an idea
My idea is
implemented
I discuss it with
my supervisor
Jeff is disconnected from his idea after presenting it to his supervisor.
25

26. Alex – Transport
I need…
I see things that could be changed and must rely on
word of mouth to my advisor. I need something more
reliable than this way to get my ideas into action.
Ideas
I see things that could be changed all of the time.
Digital Access
I can have ideas at anytime. I have access to a desktop
during my breaks in the break room. There are fewer
desktops, though, than people.
Time
My work is very routine but it also means I routinely have
breaks when I could log in an idea - if I had one. My
supervisor also requests that I check my email so
that I am aware of official announcements and Penn
Medicine things.
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27. Five Stages
Move People
Typical Transport Work Cycle
Review
assignment and
prepare myself
Eat. Cafeteria
or in break
room.
No Access
Break
Pick up orders on
cell via text
message and
move people
Pick up
Orders and
Schedule
Clean Up
Clean
Opportunity during waiting for transport to reflect
and record ideas is ongoing.
Move People
Opportunity during waiting for transport to reflect
and record ideas is ongoing.
Pick up orders on
cell via text
message and
move people
No AccessShared Desktop
27

28. Typical Transport Ideation Path
I have an idea
My idea is
implemented
My idea is reviewed
without me
Alex is disconnected from his idea after presenting it to his supervisor.
I discuss it with
my supervisor
28

29. Jill – Office
Professional
Finance
Ideas
My supervisor helps us when we have new ideas. I have also met some other people like me within the
organization I can talk to. We discuss problems and have ideas but they often die. We get too busy.
Someone moves on. Ideas often don’t go anywhere unless they are simple and small.
I am interested…
In finding other people like me outside of my entity. How are they doing the things I do? What can I
share?
29

30. Five Stages
Meetings and Working at Desk
Typical Office Professional Work Cycle
Assess work day
needs.
Eat. Often at
desk
Opportunity to reflect and record ideas is ongoing.
Desktop Desktop
Meetings and Working at DeskBreak
Attend meetings or
work at desk as
necessary.
Attend meetings or
work at desk as
necessary.
Morning
Planning
Wrap Up
Finish final tasks.
Planning for next day
has been ongoing
throughout the day
though.
Opportunity to reflect and record ideas is ongoing.
30

31. I have an idea
Typical Office Professional Ideation Path
Jill uses peer review before presenting ideas to her supervisor.
I discuss the
idea with my
peers
My idea is reviewed My idea is
implemented
31

32. Janet –
Patient Services
Representative
I need…
I see things that could be changed but it is not clear to me or my manager who to go to get things done
Ideas
I see processes that could be changed and the way we relate to patients could be improved all of the time.
Digital Access
I have access to a desktop at all times
Time
My work is mine to organize so it is easy for me to get the time to go online and work on my ideas.
32

33. Five Stages
Meetings and Working at Desk
Typical PSR Work Cycle
Assess work day
needs.
Eat. Often at
desk
Opportunity to reflect and record ideas is ongoing.
Desktop Desktop
Meetings and Working at DeskBreak
Attend meetings or
work at desk as
necessary.
Attend meetings or
work at desk as
necessary.
Morning
Planning
Wrap Up
Finish final tasks.
Planning for next day
has been ongoing
throughout the day
though.
Opportunity to reflect and record ideas is ongoing.
33

34. I have an idea
Typical PSR Ideation Path
Janet uses peer review before presenting ideas to her supervisor.
I discuss the
idea with my
peers
My idea is
implemented
My idea is reviewed
34

35. Kamal –Physician
I need…
I am working on projects and research that could benefit
from input from experts in the organization as well
as the general population at Penn Medicine.
Ideas
I am on the cutting edge of new ideas related to the
practice of medicine and I am out in the world as an
ambassador for Penn speaking and working in the
larger community
Digital Access
I have access to a desktop at all times
Time
My work is mine to organize so it is easy for me to get
the time to go online and work on my ideas.
35

36. Five Stages
Working on own or with patients
Typical Doctor Work Cycle
Working on own or with patients
Eat. Often at
desk
Opportunity to reflect and record ideas is ongoing.
Desktop Desktop
Break
Opportunity to reflect and record ideas is ongoing.
Morning
Planning
Wrap Up
Attend meetings,
work at desk, or
attend to patients
as necessary.
Attend meetings,
work at desk, or
attend to patients
as necessary.
Assess work day
needs.
Finish final tasks.
Planning for next day
has been ongoing
throughout the day
though.
36

37. Typical Doctor Ideation Path
Kamal leverages peer support in presenting ideas, and leverages his
position and knowledge of who to go to.
My idea is reviewed My idea is
implementedI have an idea
37

38. Frank – Senior Leader
I need…
I am working on initiatives that could use input from the
general population at Penn Medicine.
Ideas
I am on the cutting edge of new ideas related to my
discipline
Digital Access
I have access to a desktop at all times
Time
My work is mine to organize so it is easy for me to get
the time to go online and work on my ideas.
38

39. Five Stages
Meetings and Working at Desk
Typical Sr. Leader Work Cycle
Assess work day
needs.
Eat. Often at
desk
Opportunity to reflect and record ideas is ongoing.
Desktop Desktop
Meetings and Working at DeskBreak
Attend meetings or
work at desk as
necessary.
Attend meetings or
work at desk as
necessary.
Morning
Planning
Wrap Up
Finish final tasks.
Planning for next day
has been ongoing
throughout the day
though.
Opportunity to reflect and record ideas is ongoing.
39

40. Typical Sr. Leader Ideation Path
Frank does not leverage peer support in refining ideas, instead he
leverages his position and knowledge of who to go to.
My idea is reviewed My idea is
implementedI have an idea
40

41. Thank You
41