Loletta Cheng

Loletta Cheng
  • Experience and service designer at Qantas
  • Sydney, Australia

Loletta Cheng is an experience/service designer and a registered psychologist, currently working at Qantas in Sydney. She has a master’s in organisational psychology, is passionate about uncovering the reasons why people behave the way they do and enjoys the enlightenment moments in the research process. She has 5 years of experience in user research and UX design, has worked as a mentor at Academy Xi Sydney and has delivered UX training, coaching and mentoring programs for clients from a range of industries, including banking, entertainment and NFPs.


Personas, jobs to be done or archetypes. That is the question!

Should UX practitioners discard personas completely and use other frameworks such as jobs to be done or archetypes instead? It feels like this question has been floating around for a while but this might just be the wrong question to ask.

This talk consists of 3 parts:

  • A brief history of personas, jobs to be done, and archetypes, their evolution over time and the pros and cons in each of these tools/frameworks
  • Examples of how they can be used, in different contexts, projects and companies, and the potential outcomes
  • A case study to show how the standard persona was ‘hacked’ to make it fit for purpose when creating a dynamic persona library for a large government organisation

This talk is not intended to prove which tool is better or worse. It intends to spark a debate around why it might not be a good idea to categorically reject or accept a single method as a silver bullet or the best for every situation and how you can select the best tool for you based on the problem at hand, the organisation’s CX maturity level, who is gonna be using it and how, and many other contextual factors.


Building alignment using customer centricity metrics

Have you ever felt like there’s no clear vision and strategy in your team or organisation? Are you constantly being bombarded by competing ideas, feedback, and priorities? Are you wondering why you are spending time and effort on initiatives that may not have clear a customer benefit?

Running a customer centricity diagnosis and roadmapping workshop can be really helpful in these situations to pause, increase cross-functional and stakeholder collaboration and provide inspiration and clarity for the team.

This half-day workshop consists of hands-on activities, group discussion, and real-life examples. It will give you the skills, tools, and techniques required to run meaningful customer centricity diagnosis and roadmapping workshops within your organisation - no matter if it’s a start-up, small business, or large corporate.

We’ll cover how you can help product teams evaluate the current state (diagnosis), identify the customer-centricity metrics that matter (defining success metrics), imagine the future state (envisioning), and be analytical when prioritising activities and features (planning).

At the end of the workshop, you will receive your own copy of the diagnosis and roadmapping workshop toolkit and templates for creating your own roadmap and customer-centricity dashboard, so you can easily prepare and run this type of sessions within your organisation.

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Elena Sanchez
  • UX design lead at MYOB
  • Melbourne, Australia