I lead the creative direction and UX/UI design for the CX team at NDR (National Debt Relief). In terms of process for CX, we begin with research that leads to persona exploration, empathy maps, and problem definitions ("how might we"). This then leads to journey mapping, which in turn inspires the content creation for the prototype to be tested.
Here are examples of the four personas my team and I developed, which I designed. These categories include: demographics, personal quotes on their debt situation, FICO score, debt story, goals, and risks.
These personas are separated by both high and low financial health status and logical versus emotional relationships to debt.
The goal of these personas is to help the Sales team better identify the type of person they are dealing with on the phone. The personas identify what script the agents use to talk to this person. In addition, I use the personas in order to define appropriate user experiences / skillsets when creating tone and designs.
This is the Empathy Map and Journey Map that I created for a Design Thinking workshop, which I led in order to analyze the "Denial Debbie" persona. The Empathy Map includes what "Debbie" is thinking, feeling, hearing, seeing, saying, and doing. The Journey Map shows her current state and suggests how we can make it better for her in her future state.