Building Bridges in UX: Personas, Journey Maps, and Empathy at Scale | Ep #40

Here’s Why It Matters: Design a Life of Clarity, Focus, and Purpose

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In this episode, Teresa is joined by Andrew Schall, author of The Persona and Journey Map Playbook and a seasoned UX leader with over 20 years of experience in design, research, and strategy. Together, they explore how personas, journey maps, and stakeholder mapping can be used not just as deliverables, but as empathy-building tools that connect people across an organization.
Andrew shares insights from his work in healthcare UX, where complexity runs high and multiple personas intersect—from patients to providers. He offers strategies for reimagining traditional UX tools to bridge current realities with future possibilities, ensuring flexibility in the face of rapid technological change.
You’ll also hear a deep dive into the “bridge-building” metaphor Andrew uses to align organizational goals with experience quality, and the critical role of UX teams in optimizing systems for better outcomes.
What You’ll Learn:

• How to evolve personas and journey maps into dynamic, future-facing tools
• The importance of stakeholder mapping in complex problem spaces
• Strategies for aligning goals with user and organizational needs
• Why empathy is a powerful driver for better collaboration and innovation

Here’s Why It Matters is your space for clarity, focus, and personal growth strategies—so you can finally align your actions with your goals.

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