How change agents can observe stakeholder behavior and then design change is a manner to elicit a positive response. This presentation at Agile Gurugram 2020.

1. Persona Poker
A Shot In The Arm For
Transformation Agents

2. Who are we?
Rajsekhar Janaswamy
• 18+ years in IT, Multiple roles across delivery, technology and
product
Mahadevan Periaswamy
• 20+ years in IT, spanning both product and services in various roles
Ashwin Aswatharam
• 12+ years in program management and agile
methodologies at SaaS and PaaS organizations

3. confidential | ©2019 Sabre GLBL Inc. All rights reserved.
3
Sabre is the leading technology
provider to the global travel industry
Shaping tomorrow’s travel experiences
Pioneering some of the world’s firsts
1 billion+ trips
booked annually
Serving customers in
more than 160 countries
around the world
Largest Global Distribution
Systems provider for air
bookings in North America
1,496 people
board their flight
5,235 hotel
rooms shopped
369 seats
ticketed
$282,000
in air travel
62.5 million
API calls
Travel agents and
otas book 74 hotel
rooms
36 car rentals
12 rail bookings
1 cruise booking
132,103 flights
searched
3,500 messages
sent to travelers
Sabre in a minute:
Online
consumer
travel
Corporate
booking
tool
Low-fare
search
capability
Passenger
reservation
system
Revenue
management
system
Our travel network processes more than $120 billion of global
travel spend annually by connecting buyers and suppliers.
Bengaluru
India
(GDC)
Boston
Massachusetts
Montevideo
Uruguay
Buenos Aires
Argentina
Dallas/Fort Worth
Texas
(GDC)
Krakow
Poland
(GDC)
Building travel tech around the world
USD 3.87 billion (2018)
total consolidated revenue
Formed in
1960
9000+ employees
in 65 countries

4. confidential | ©2019 Sabre GLBL Inc. All rights reserved.
4
Who is in the audience?

5. What is this session about?

6. Are you leading
change in your
workplace?

7. What do you think is the biggest
challenge while leading change?

8. What do you think is
the biggest 'People'
challenge in leading
the change?

9. Multiple frameworks to diagnose and define a strategy on what to change
• Six Box
• 7-S
• Star
• Four Frame
• PESTEL
• Culture Web

10. Source - Managing Organizational Change - Ian Palmer, Richard Dunford, David A. Buchanan

11. Our Model – Mojito
of Multiple Models*
1. Responsibility Process
2. Design Thinking
3. Octalysis Framework
4. Diffusion of
Innovation
5. Net Promoter Score
6. Drive
* Models are copyrights of the respective copyright holders

12. 1. IDENTIFY Behaviors
2. CATEGORIZE Behaviors
3. RESPOND & Influence
A Structured Approach

13. Some Basics
BEHAVIORS PERSONALITIES PERSONAS

14. Personality
(Not manageable)
Situation
(Manageable)
Behavior

15. Changing Culture Starts with
Changing Behaviors

16. 1. Detailing
behaviors
Activity
• Write down unique behaviors of a stakeholder
• Anyone who has speeded up or slowed you
down
• Introduce behaviors of that person on your table
Time box
• 8 min
Outcome:
• Individuals and their observable behaviors

17. Introducing Personas
• Fictional characters representing actual
users/stakeholders
• Help build a consistent understanding of
users/stakeholders
• Drive decisions by taking up common
user needs and bringing them to the
forefront

18. Change Agent Stakeholder Persona Cards

19. 2. Persona Poker
Activity
• Map identified behaviors to Persona
card in the deck
• Work as a group & reach consensus
as a group
Time box:
• 10 min
Outcome:
• Behaviors mapped to one of the
Persona poker card

20. Stakeholder
Segmentation
Clustering stakeholders into
groups with distinct
characters, behaviors and
needs
Segmentation is critical for
messaging, increasing satisfy
and action success rate

21. Multiple personas form a segment
Multiple segments make your stakeholders

22. Behavioral Segments
Pioneers
Take initiative, Self
Driven, Experimental,
Show the path, Thought
Leaders
Enthusiasts
Engaged, Active, Latch on
to change, refer and
encourage others
Neutrals
Unenthusiastic
stakeholders who are
vulnerable to sway either
side,.
Nay Sayers
Unhappy, attempt to
damage /impede your
change initiative, Pass
negative word-of-mouth

23. 3. Map the Segment
Activity:
Map the Personas
identified to the
Segments
Time box:
5min
Outcome:
Personas mapped to
a behavior segments

24. Behaviors seen / observed
originate from Motivational
drives that are unseen

25. Octalysis Framework - Human-Focused Design
Human motivation explained by eight primal drives
Source: https://yukaichou.com
Meaning
Empowerment
Accomplishment
Social Influence
AvoidanceScarcity
OwnershipUnpredictability

26. Have more of …
• Meaning, Purpose, Larger Association
• Possessions, Ownership
• Social relatedness, Acceptance, Influence,
Accomplishments, Autonomy
• Empowerment, Mastery, Flow
Have less of …
• Unpredictability, Uncertainty, Chaos, Disorder
• Scarcity, Losses
• Social isolation, lack of accomplishment, loss of
autonomy
• Powerlessness, Discomfort, Missing out
All Humans are driven by 8 core drives

27. Segment: All
Persona: Multiple
Positive motivational drives Negative motivational drives
Accomplish
ment
Meaning Ownership Social
Influence
Empowerme
nt
Scarcity Avoidance Unpredictabilit
y
• Reduced
travel
time
• Curb air
pollution:
Bigger
cause
• Exemptio
n for EVs
and CNG
vehicles
• Big
personali
ties car
pooling
• Hefty
fines
• Increasing
alternate
modes of
transport
Odd-Even rule in Delhi

28. Segment: Neutral
Persona: Skeptic, Slippery eel
Positive motivational drives Negative motivational drives
Accomplish
ment
Meaning Ownership Social
Influence
Empowerment Scarcity Avoidance Unpredictabil
ity
• Certificati
ons and
Trainings
✓ • Gatekeep
ers of
Release
Train
• Communit
ies of
practice
• Personal
power with
transparent
real time
data
• Predictive
reports
• FOMO • Addressing
the fear of
irrelevance
Transforming Product Development

29. How might we engage… ?
Get creative & design the environment

30. Segment:
Persona:
Positive motivational drives Negative motivational drives
Accomplish
ment
Meaning Ownership Social
Influence
Empowerm
ent
Scarcity Avoidance Unpredicta
bility
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Template

31. 1. IDENTIFY Behaviors
2. CATEGORIZE Behaviors
3. RESPOND & Influence
Summary

32. Closing Feedback

34. Wishing you success in your change journey!
Thank You