NOVEMBER 11-15, 2019

NOVEMBER 11-15, 2019
Official Conference of the
International Institute of Business Analysis 


Thursday, November 8, 2018

8:00 am – 8:50 am | Presentation | Room: Grand Oaks G

Forging Digital Transformation via Prototypes & Personas

Presented by: Jonathan Toler


Kloeckner Metals is a billion dollar steel distribution company that has a rich and storied history that dates back to before the first World War. While the steel making and manufacturing process has changed over the years, the ways of doing business has not. When the time came to undergo its own Digital Transformation, Kloeckner found that its two most important stakeholders, employees and customers were not entirely onboard with this digital transformation. Learn how design thinking principles, specifically the prototyping and persona phase helped transform an old school steel company into a digital leader. These personas and prototypes were not the work of a large IT team or big 4 consulting group but of a small group of Business Analysts and technologist who gathered and prioritized requirements from the factory floor, loading docks, and idling trucks.

Learning Objectives:

  • Creating user personas is not just a UX benefit. Personas can be used by Finance, IT, and Ops
  • If a picture is worth a thousand words, a clickable prototype is worth a million.
  • In a manufacturing environment, on-site observations from line workers are just as valuable as a VPs


 Jonathan Toler

Jonathan Toler

Head of Product & Innovation
Kloeckner Metals

Jonathan is a product and innovation leader with over 16 years of industry experience at both Fortune 500 and early stage startups. He currently is the Head of Product & Innovation at Kloeckner Metals were he is tasked with helping turn a billion dollar steel company into a B2B e-commerce marketplace. Previous to Kloeckner, Jonathan led product management teams at, Bridgevine, Triton Digital, Macys, and He has previously spoken at ProductCamp Atlanta, Bosnia Agile, Prime Advantage, and Gsummit. Jonathan currently holds an MBA and BBA from Kennesaw State University and is a Certified Scrum Product Owner. He is an avid Atlanta Falcons and Atlanta United fan.

Jonathan's 2018 Presentations:

  1. Forging Digital Transformation via Prototypes & Personas
    Thursday, November 8, 2018 (8:00 am – 8:50 am)

Building Business Capability is the only conference that provides insight into Business Analysis, Business Architecture, Business Process, Business Rules, Business Decisions, and Business Strategy & Transformation toward the pursuit of business excellence.



Event Produced and Organized by Rising Media in association with Business Rule Solutions Copyright © 2010-2018, Rising Media, Inc. All Rights Reserved.

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