A Lakeside Software White Paper
Transcript of A Lakeside Software White Paper
A Lakeside Software White Paper
Using SysTrack to Automate the Development and Management of Enterprise Personas
2 Using SysTrack to Automate the Development and Management of Enterprise Personas
Table of Contents
Background ................................................................................................................................................... 3
Why Use Personas? ...................................................................................................................................... 3
Lakeside Software’s SysTrack ........................................................................................................................ 4
Lakeside Software’s Approach to Persona Assessment ................................................................................ 5
Defining Workspaces and Personas .............................................................................................................. 6
Persona Banking Use Case ............................................................................................................................ 9
Project Requirements ............................................................................................................................... 9
The SysTrack Solution ............................................................................................................................. 11
Summary ..................................................................................................................................................... 13
For More Information ................................................................................................................................. 15
3 Using SysTrack to Automate the Development and Management of Enterprise Personas
Background The days of IT being fully in control of information technology are behind us – and that’s a good thing. Who knows
when the actual tipping point occurred? Was it mobile, BYOD, cloud development, shadow IT, SaaS adoption, the
emergence of millennials, or the convergence of all of the above that caused the sea change? All we know is that
we’re now in a different era, and it represents a unique opportunity for IT to become a true business enabler.
Modern enterprise end user infrastructure is comprised of multitudinous people, devices, applications, tools and
communications with millions of interactions and dependencies going on at any one time. This is the Unified
Workspace environment and, with limited visibility, IT is only partially in control. In many cases IT organizations
rely on their partners or end users to understand components they cannot observe directly, making them purely
reactive in planning and delivery.
In conjunction with this, users and their expectations have also changed. Empowered users with the ear of the
business want the same kind of productivity and choice at work that they enjoy with their personal devices and
applications. They are tech savvy and always want to understand the technology at the core of how they earn
their livelihood.
Given the dynamics of this world, how can personas help IT?
Why Use Personas? Personas are abstract models of end users based on the work patterns, behaviors and tools of real people within
an organization. As models, personas give us the ability to understand how end users do their work and how their
work can be made more productive. Information technologists use personas to better understand their
companies and help align the business with IT. Personas are used as tools to distill users down to a manageable
number of user types, and to communicate and discuss their goals and needs. Personas also allow for a more
holistic understanding of infrastructure, its components, and the business processes to which it is tied. Knowing
what a persona requires from a hardware, software, mobility, and security perspective allows end user computing
teams tasked with their support to properly provision hardware, software and services as well as direct support
resources, including budget and personnel, to maximize the end user experience.
From a budgeting perspective, being able to negotiate hardware contracts, software licensing contracts, and the
like based on real numbers of what is required (and, more to the point, what is NOT required), allows for optimal
budgeting and cost savings in these negotiations, since the enterprise will not need to buy more compute power
than is needed per desktop or laptop. IT and purchasing will know exactly how many licenses of what software
product are needed, instead of the current semi-educated guessing that is used by so many IT organizations.
Personas have been around awhile in various forms. They have been used for years by software developers to
better understand requirements and to develop use cases. They have also been used by consultants as a
framework in the initial assessment of an IT environment. Personas allowed the IT consultant, for example, to
segment a complex IT environment so they could better understand underlying issues and develop strategies for
4 Using SysTrack to Automate the Development and Management of Enterprise Personas
remedying those issues. However, there were problems with how these personas were constructed. Consultants
often used interviews and day-in-the-life studies to gather information, invariably leaving holes in the information
gathered. Unfortunately, one common result of the challenging collection and structuring process was the
inclusion of fictitious information. This approach would, more times than not, ultimately yield either an
incomplete picture or a completely wrong picture of the environment due, in large part, to human error. When
these manual efforts are used, human error will eventually always set the effort on a path of diminished benefits
and possible failure.
Even worse, after a company or a consulting group went through the process of defining personas and doing the
initial groupings, it was effectively impossible to manually keep the personas up-to-date; people changed jobs,
new people were hired and others left the company. In addition, the attributes that made up a given persona
could change as new devices and applications were added and PCs and laptops were replaced or refreshed.
This all culminates in a simple question: is there a process that will allow IT organizations to maintain visibility into
their end user needs and manage them efficiently and accurately with Personas?
We believe that we can use Lakeside Software’s SysTrack to overcome the biggest weakness in the use of
Personas and that we can use SysTrack to define them with real world, continuously updated data. From there we
can ensure that, based on these defining characteristics, users will remain in the proper Persona group, as defined
by their needs and usage.
In the event that these characteristics change, dynamic updates can then move a user to another Persona group.
Beyond that, alerts, notifications, and actual actions can be taken to ensure that this user is receiving all the
proper device, software and mobility deemed necessary for that Persona. More importantly, we can also ensure
that provisioning of items from the previous Persona are removed as well.
Lakeside Software’s SysTrack SysTrack is an end user analytics platform that gathers thousands of data points per second on end user and
supporting systems. This data covers every detail about the end user experience, hardware, performance,
applications used, operating system, boot and login times, power consumption, mobility, user security,
virtualization infrastructure, storage and more. Leveraging a patented distributed database architecture, stored
locally on the desktop, laptop, VDI session or SBC host, data is then summarized and uploaded on a daily basis to
a master DataMine. Lakeside has built visualization and reporting tools that allow the data to be analyzed and
trended so that patterns and anomalies in the environment can be seen. One of the tools, SysTrack Visualizer for
example, facilitates user segmentation. It is capable of visualizing specific personas and then continuously
populating the data that make up those personas with real time information.
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Lakeside Software’s Approach to Persona Assessment
Figure 1 – Approaches to Persona Assessment
Our SysTrack End User Analytics platform can:
• Segment and plan user provisioning so users can be more easily supported with hardware, software and
services in a unified workplace environment
• Help facilitate the on-boarding and off-boarding process, as well as track persona changes when an
individual moves from one job to another or from one location to another within an organization
• Enable EUC teams to dynamically move a user to a different persona based on their real world work,
notify the correct support team, update the correctly maintained persona listing, and potentially (in the
VDI space) move that user to a new VDI pool, reducing their hardware reservations and freeing up
resources for other users. (In a large VDI environment, this could save thousands of dollars and many
service calls.)
• Provide a targeted refresh process rather than the expensive, one size fits all refresh process that most
companies use today
• Provide segmentation for ‘as-a-Service’ subscriptions, for example, in the Microsoft world determine
which users would be fine with Office 365 E3 and which users need Office 365 E5
• In the VDI world, determine which users need a VDI desktop and which users would be fine with a
published desktop or individual applications
All of the above points help organizations optimize their resources and save money. The potential savings directly
correlates to how much automation can replace manual steps in the processes involved in creating, managing and
maintaining Personas in a given environment.
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Figure 2 – Persona Distribution
Defining Workspaces and Personas In May 2015 Gartner analysts Federica Troni, Ken Dulaney, and Richard Marshall published an excellent paper
entitled, “Segment Users by Workspace to Allocate Physical Devices, Digital Tools, Support and Services.” In that
paper the authors came up with four essential workspaces:
• Deskbound
• Non-Deskbound
• Shared
• Industrial
They defined each of the workspaces in detail including what devices are used in each workspace and what roles
might be included in each workspace. They then provided a methodology for how each workspace might be
populated with the right set of computing and communication devices. In our experience, this is a very valuable
approach; using Lakeside’s SysTrack, we can determine whether a persona is Deskbound, Non-Deskbound, or
Shared. “Industrial”, however, is trickier because a client’s hardened devices might not be included in a public list
of known hardened devices. In that case we’d need the client to provide a list of what they consider to be their
Industrial devices and SysTrack can take the discovery from there.
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Once we determine whether a persona is Deskbound, Non-Deskbound, Shared or Industrial, we then propose to
take that Persona to the next level by determining whether the Persona is a Knowledge Worker, a Task Worker, or
a Power User. Using the vast wealth of data that the SysTrack agent collects, Lakeside has developed an
automated discovery process that analyzes usage patterns to determine Knowledge Workers, Task Workers, and
Power Users.
In the example below, we determined that a user could be Deskbound using any device and that he would be
considered Deskbound if he was on the same subnet for 70% of the time. We would not consider a user
Deskbound if they used a VM or published desktop or if they were mobile. For the Non-Deskbound, a user could
be using any endpoint and would be considered mobile if they were on a different subnet 70% or more of the
time. A Shared user could share any device and be either fixed on one subnet or move across multiple subnets. If
they were using a VM or a Published Desktop, we considered them a Shared user. As mentioned above,
customers would have to make a determination about which devices they considered Industrial, and once we
have that list, we can segment the associated users.
Once we segment users into Deskbound, Non-Deskbound, Shared and Industrial, we can further segment into
Knowledge Worker, Task Worker, and Power User. Our experience has been that for Task Workers you need to
normalize the data per customer. Again in the example below the customer determined that a Task Worker used
10 or fewer applications which is probably at the high end of the number of applications for a Task Worker. We
developed a score for determining a power user based on the user’s consumption of CPU, Memory and IO. The
Power User data is pulled from our SysTrack Persona Visualizer "User Details" dataset. Knowledge Workers would
be all those users in neither the Task Worker nor the Power User groupings.
Figure 3 – User Segmentation Guidelines
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The example below is from an actual Financial Services customer. We were able to go into a unit within that
company and break out the number of Deskbound, Non-Deskbound, and Shared Users. The customer did not
have any Industrial Users. We further segmented each of those groups into Knowledge Workers, Task Workers
and Power Users.
Figure 4 – User Persona Segmentation Study
At this point we are going to be able to satisfy the Persona needs of many customers, systems integrators and
consulting firms. As we have seen, at the high level, and using the Gartner personas, we can determine
Deskbound, Non-Deskbound, Shared and Industrial and, if needed, we can go a level deeper and determine
whether for each of those segments the Persona is a Knowledge Worker, a Task Worker, a Mobile Worker or a
Power User.
However, we find that in many cases clients want to define personas even more deeply and they want to take it
down to yet another level. Let’s call this level Role-based Personas. They’re still abstract models, but another step
closer to the work of actual users. For example, a large healthcare provider might decide that one of their
personas is “doctor” and doctors might include General Practitioners, Nurse Practitioners, Internists, Surgeons,
Dermatologists, Oncologists and all of the other specialties. Again, we find that this level of persona resonates
with our clients. We think that over time Systems Integrators and consulting organizations will not only utilize
personas at the more abstract level like those suggested by Gartner, but also engage with clients to help in the
development and delivery of personas that are closer to the actual roles in a given industry. As such, they will
begin building libraries of personas for each of the industries they serve. Thus, when they first engage with a
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client they will already have a set of role-based personas that they will offer as a starting point, and clients will
then work with their integrator or consultant to further refine and customize per their particular business.
Figure 5 – Persona: Doctors and Nurse Practitioners
Persona Banking Use Case In the rest of this paper, we’re going to look at how Role-based Personas might be developed and used at a bank
and how SysTrack could help populate those personas, as well as continuously refresh them.
Project Requirements In this very large “Big” bank, a project team was charged to develop a set of personas that would work for the
entire bank. Representatives from across the bank were chosen to participate on the project team. The project
team consisted of a project manager and two stakeholders from each of the verticals, as well as representatives
from global engineering and global operations. This project team worked for just under a year developing their
personas.
From the outset, the project team decided that they needed a succinct problem statement that would identify
the issues that needed to be addressed, to set the direction for the project team and to help guide the planning
process. Their problem statement addressed why they saw the need for personas. The problem statement stated
that the sheer size of the bank added a level of complexity that made it difficult to properly support the various
user types within the organization and the advent of unified computing further exacerbated the problem. By
10 Using SysTrack to Automate the Development and Management of Enterprise Personas
knowing what each persona required from a hardware, software, security, mobility and support perspective, it
would allow the bank to properly direct resources including budget and personnel so that their personas could be
effectively and efficiently provisioned and supported.
The project team conducted numerous meetings across the various business verticals and at varying levels within
each organization. At each meeting, the team explained the goals of the project which were to:
• Consolidate the initial proposed list of user segments down to a workable number of personas.
(Eventually the bank ended up with 10 personas.)
• Ensure the personas included every single employee at the bank and every consultant and contractor
as well
• Gain buy-in from the various groups on all aspects of the work from what personas were chosen, to
the details around each persona including everything from a description of each persona down to
CPU, memory, disk size, application stack (beyond core apps installed in build), mobility requirement,
encryption requirement and regional requirements for each persona
The intent was to include the input from all of the verticals in order to make final agreement easier because every
vertical and all key groups had ownership and input throughout the process.
The project team determined a persona based on user CPU, memory, and disk usage, what applications were
used beyond core applications in the image, how mobile the user was, as well as their encryption
requirements. As the team worked, they identified gaps and problems that needed to be resolved.
The final persona plan recommended nine personas, and the plan was sent up to EUC senior management for
approval and implementation. Implementing the persona plan included hardware renegotiation with desktop,
laptop vendors, application package suite restructuring and virtual image changes to reflect different personas -
to– VDI Image requirements for CPU/mem/disk and application usage.
Nothing they planned included anything remotely like an automated process. Everything was done manually. This
meant that while on day one everything looked and functioned fine, without proper maintenance, the
management of users to persona quickly became disjointed. There was no automated process to keep the
personnel-to-persona map correct. For example, if a user currently in a remote sales site (persona: Mobile
Worker) changed jobs and moved to an administrative assistant inside the sales office she reported through
(persona: Office Worker), she still continued to use the mobile application stack on the mobile hardware
platform. Accordingly, she didn’t have the proper applications or hardware needed for an Office Worker. The
bank saw 9,000 changes like this per month or 108,000 in a year. Without the ability to keep up with these
changes, the bank was wasting millions in over provisioned hardware, and excessive application licenses.
Another problem was that the bank decided to keep the number of images per region to just one for both
traditional and virtual desktops. This mandate required every user to have the same core application stack that
11 Using SysTrack to Automate the Development and Management of Enterprise Personas
came with the build or in the image. This wasted licenses for products that users simply didn’t use (Adobe Writer,
Full license, WinZip, Office Pro instead of base, etc.). Using the personas to identify optimal asset utilization would
have made the program a huge success.
Finally, there were no steps taken to ensure data remained valid and not stale. Some testing was done to validate
users were getting the right Virtual Machine based on their need and persona, but again no automated process
was put in place to move users as their jobs changed. The result of all of the time and effort put into this manual
process was a snapshot in time listing every employee at the time of the snapshot and their associative persona
identification. No real cost savings were identified because decision makers were not comfortable enough with
the stale data to:
• Make decisions on application license reductions
• Make hardware platform model count reductions
The SysTrack Solution At Lakeside Software, we undertook a project to automate the persona discovery, incorporation and
management processes. To do this, we deployed our SysTrack software onto many disparate systems inside our
company. End-user behavior was monitored by the Lakeside SysTrack Agent and compiled on the SysTrack Master
Server. After thirty days of data collection, patterns of usage were analyzed and compiled. The goal of the project
was to determine how those involved in the study worked by answering the following questions:
• Who is a member of the target group?
• What devices, applications and services do they currently use?
• When do they work? What does their typical day look like?
• Where do they work? How mobile are they?
• Why is their productivity being impacted?
• How can their experience be improved?
We then developed an automated report that addresses and populates each of those questions. In the report, we
look at all of the key attributes of the persona including devices used, resource consumption per CPU, memory,
and storage, printer use, what domain they use, USB usage, GPU usage, and mobile device usage. We also looked
at their business-critical applications and what public and private websites they visited. We mapped the day in the
life of each user including when they were working remotely. We were able to determine who all of the users
were, what their system usage was, which users used multiple systems, how much they used each system, and
what domains they used. We took a look at their resource consumption by CPU, by memory and by IOPS, as well
as their storage usage and what storage devices they were using. We mapped their drive usage and their printer
usage.
SysTrack’s dashboarding capability allows us to display the results of our persona segmentation in a variety of
graphs. Below is an example of the number of critical applications utilized by each persona type:
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In the world of Unified Computing, IT absolutely needs to understand what users are mobile and how much they
are mobile. Using SysTrack we were able to determine end user mobility by looking at two behaviors:
• Observed Mobility – the use of a mobile capable end-user device as evidenced by changes in the devices
subnet IP address
• Exchange Synchronization – events associated with end-user device email synchronization to Microsoft
Exchange
For Observed Mobility we determined the following classes:
• Roamer/Mobile: Users who are observed using portable systems and regularly change subnets (greater
than 12 changes in 30 days)
• Zoner Plus/Potentially Mobile: Users who are observed using portable systems and seldom change
subnets (at least 1 change but less than 12 changes in the past 30 days)
• Zoner/Internally Mobile: Users who are observed using portable systems or multiple stationary systems
within a single subnet
• Homer/Stationary: Users who are observed using a single physical stationary system
• VDI User: Users who are observed using a virtual machine
13 Using SysTrack to Automate the Development and Management of Enterprise Personas
• Terminal Service User: Users who are observed using a terminal service system
• Virtual Server User: Users who are observed using a virtual server
• Physical Server User: Users who are observed using a physical server
With Exchange Synchronization, we can determine the number of mobile devices attributed to the user by
determining how many of that user’s mobile devices are synchronizing with the exchange server. We can also
determine the mobile device type – iPhone, iPad, Android, down to Samsung SMN920A.
Application Usage is also key in determining which users belong to which persona. SysTrack not only tracks which
applications are used, but we also track applications by Focus Time. We not only know what applications are open
at any one time, but also which applications are getting the most actual usage. This allows us to determine which
applications are the highest priority for a user, and a persona and the applications that are the critical business
applications for the enterprise. In fact, after determining the critical applications, we can determine their typical
weekly use. For a given persona and even for a given user, there may be a critical application that falls outside the
business’s critical applications. This is important to understand as well.
Other areas that we track include VPN usage, the number of concurrent users, and website usage including public
and private website usage.
The net of the multiple dimensions of data gathering and consolidation made possible with SysTrack is a fully
formed, continuously updated picture of existing personas and the users associated with them.
Persona Benefit Summary
By deploying personas populated and continuously refreshed with SysTrack data, we see numerous benefits:
• For those designing and architecting solutions, a ready set of use cases should speed the design process,
reduce design risk and lower cost
• For Procurement, a targeted refresh will allow the ability to provide an end user with new hardware only
when it’s needed and, when they do get new hardware, it will be optimized to their needs
• For Service Desk and service providers, services are tailored and targeted per persona – one-size-for-all
no longer makes sense
14 Using SysTrack to Automate the Development and Management of Enterprise Personas
• For Asset Managers, provide the ability to optimize both the hardware and application environments and
eliminate unused software licenses and unused purchased computing resources
• For Go Green Companies, provide the ability to intelligently manage power based on actual day-in-the-life
data
• For Transformation Program Managers, provide the ability to better plan and manage large
transformation and migration projects by knowing what groups are where and what each group needs to
do or have based on the transformation or migration plans
• For Security Managers, personas can make vivid the security needs of distinct user groups. Personas can
speed the development of targeted security solution and policies as well. Personas can be used to
determine to what applications and locations a persona should have access. Then, using SysTrack, be able
determine whether there are exceptions being seen to given security policies for a persona – (such as
executables, accessing systems or locations etc.)
• For Disaster Recovery and Crisis Planners traditional disaster recovery focused on restoring the data
center or how to recover in a backup center. Little focus was put on the end user, but in this new world
where the end user is at the center of every company and where significant data will reside either in the
cloud or with them, existing disaster recovery needs to be scrapped and replaced with plans that are
much more user centric. Personas can not only identify the hardware, application, storage and network
needs of the various personas, but also identify any safety concerns there may be because of location,
where they’re likely located and possible temporary work areas, what device(s) they may have with them,
who they need to collaborate with to get their work done and much more.
• For Risk and Compliance Managers – Personas can help assess the level of compliance against company
regulations and policies as well as outside regulatory requirements.
Going forward, Lakeside is looking to work with their SI partners to help them build out persona libraries for their
customers. It may be that a given SI wants a more abstract level of persona – for example, Knowledge Worker,
Task Worker, Power User, Mobile Worker. We can help them do that. There are others who will want to build a
library of personas by industry and we’ve provided some banking examples in this document demonstrating what
those might look like. The key for us will be automating the cultivation and usage of these personas to the fullest
extent possible. For example, we want to create custom triggers based on hardware utilization realities.
Accordingly, we would like to dynamically move a user to a different persona based on their real-world hardware
utilization, notify the correct support team, update the correctly maintained persona listing, and potentially (in
the VDI space) move that user to a new VDI pool, reducing their hardware reservations and freeing up resources
for other users. In a large VDI plant this could save thousands of dollars and many calls for “system slowness” to
the Help Desk.
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Our contention is that the value that can be derived by businesses using personas is enormous. We see SysTrack-
based personas as a catalyst for innovation across numerous disciplines within an enterprise. This journey has just
begun and we couldn’t be more excited about its potential.
For More Information For more information about SysTrack and Lakeside Software please visit us on the web
http://www.lakesidesoftware.com.
Lakeside Software, Inc. – Global Headquarters 40950 Woodward Avenue, Bloomfield Hills, MI 48304 USA +1 248 686 1700 Lakeside Software Solutions Limited – EMEA Headquarters Morgan House, Madeira Walk, Windsor, Windsor and Maidenhead, SL4 1EP, UK +44 (0) 1753 272360 Lakeside Software Pty Limited – Australia/New Zealand Headquarters Level 17, 40 Mount Street, Sydney, NSW 2060, Australia +61 (2) 8417 2100 ©Lakeside Software, Inc. 1997-2018. Lakeside Software and SysTrack are registered trademarks and/or
trademarks of Lakeside Software, Inc. All other trademarks and registered trademarks are the property of their
respective owners.