Employees at Intelligent InSites, a software platform developer providing real-time operational intelligence data for healthcare, sometimes lead double lives. Usually, they are working their regular jobs, but at times they take on the personality of the person for whom the technology is intended.
Shane Waslaski, the company's CEO, encourages these dual roles so employees can get into the character and spirit of, say, a nurse, a physician or someone who manages a healthcare organization or hospital. “We create a persona around these individuals—what their typical day looks like, what are the challenges and the tasks they face, what are the frustrations that they typically experience,” he said. “And so we use design thinking and empathy to determine exactly what those individuals have and need.”