Talent Management
Journey Framework
A project collaborated with SHL - Linedup Agency
Project Overview
SHL is a global leader in talent assessment and workforce solutions, helping organizations identify, develop, and optimize talent through data-driven insights and tools.As a freelance collaborating with LinedUp design Agency we were requested to create talent management journey framework and defining need-based Personas for HR managers who are part of talent management journey.
My Role
Freelance Service Designer
Timeline
3 months
Team
Tools
Freelance Journey Manager
Freelance Service Designer
UX Designer
Director of Product
Business Psychologist
Otterai
ChatGPT
Miro
Conduct Interviews
To develop the interview script, we focused on the HR Manager role and key talent management processes. Questions covered areas such as talent acquisition, talent mobility, learning and development (L&D) engagement, exit processes, performance management, onboarding workflows, and identifying key stakeholders involved. We conducted one-hour interviews with companies like Philips, Randstad, SHL (internal HR managers), AND Agency, and Atlas Copco, gaining valuable insights from each discussion. These findings allowed us to define customer journeys and draft the initial version of the journey ecosystem.
Performance Management Journey: Collecting Data and Interpreting
To develop the first draft of the journey framework, we analyzed the rich data collected from interviews using Otter.ai, an AI-powered tool that transcribes interviews in real-time and provides prompts to facilitate data analysis. Through interpretation sessions with journey manager and UX designers, we extract Pain points needs and opportunities in each step of the journey.I organized stickies and key quotations on the relevant steps of the journey, enabling me to map insights effectively and create a structured framework.
First Draft of Talent Journey Framework
First Draft of Talent Journey Framework
Need-Based
Persona (B2B)
Tensions Based on Interviews
To create personas I got inspired by the need-based persona methodology from Koos design Agency. Based on interview insights and during interpretations sessions I could see the patterns in HR managers and how they define their role, their responsibilities, their mindset and their goals.Finally I defined these tension models based on all the insights.
Final 6 Personas (B2B)
Talent Attractor
Persona Profile
Our focus is on bringing the best and the
brightest into our fold. We align our recruitment strategies with HR's standardized policies to ensure fairness and compliance
Finding top talent isn't just a part of the job. it's the job. Setting for less isn't and option
Tends Towards
Growth
Mindset
Fixed
Mindset
People
Focused
Policy
Focused
HR Policy Maker
Persona Profile
My goal is to ensure that every employee, regardless of their role or location, understands and adheres to our company's policies. Clarity in communication is key to our collective success.
Developing HR policies isn't just about Compliances.
It's. about crafting messages that resonate across the company, fostering a unified understanding of our
values and processes.
Persona Profile
HiPo Officer
My role is to pinpoint the standout performers and ensure they're not just recognized but also groomed for leadership.Assessments are our way of quantifying potential and preparing for future.
Tends Towards
Growth
Mindset
Fixed
Mindset
People
Focused
Policy Focused
Tends Towards
Growth
Mindset
Fixed
Mindset
People
Focused
Policy Focused
In running our Hipo programs, it's about more
than just talent identification-it's about promising employees to grow and lead within our organization.
Team Builder
A strong team isn’t just about skills—it’s about trust, collaboration, and shared goals
Hiring great individuals is important, but creating synergy within teams is what drives success
Growth
Mindset
Fixed
Mindset
People
Focused
Policy Focused
Team Protector
Team Mobility Coach