Ep 10: Impactful Personas with Yasmin

Embark on a unique journey in episode 4 of our podcast where we introduce you to Yasmin from MAF (Majid Al Futtaim).

We traverse through Yasmin's journey, exploring her experiences in navigating the challenges and initiatives that led to the development and implementation of personas. Yasmin opens up about her collaborative adventures with Engine, revealing the intricacies and key learnings encountered along the way. She provides a candid look at the transformative power of personas, not only on the business aspects but also on MAF’s organisational culture. Yasmin delves into the subtle art of securing stakeholder buy-in and shares concrete instances where personas have proven to be an indispensable asset within the business. Additionally, she reflects on the evolution of information utilisation within the business, comparing the pre and post-persona phases, and their substantial influence on strategic decision-making.

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