3. Generic personas

Targeted generic personas

The targeted personas for this DAK are the end users of the dashboard, such as district officials and leadership teams in clinics that provide (part of) the required essential interventions for Maternal and newborn health care delivery. This includes Hospital administrators, Quality improvement officers, Maternity leads and District coordinators.

Name	Description	Different names	International Standard for Classification of Occupations code (9)
Hospital administrator	A senior manager responsible for overseeing the overall operations of the hospital, including resource allocation, infrastructure management, and adherence to healthcare policies. The administrator plays a critical role in ensuring the adoption and integration of digital tools to improve patient care and operational efficiency. They prioritize financial sustainability, compliance with regulatory frameworks, and stakeholder engagement.	Health Facility Manager, Medical superintendent, Hospital manager, Hospital director.
Quality improvement officer	A professional tasked with monitoring, evaluating, and enhancing healthcare delivery standards within the hospital. Their focus is on using data to identify gaps in care, propose actionable interventions, and ensure adherence to quality benchmarks. They are key in championing digital health solutions for accurate reporting, monitoring, and fostering continuous improvement.	Quality Assurance Officer, Healthcare Standards Officer, Facility Performance Officer
Head of MNCH department	A specialized leader responsible for managing maternal, newborn, and child health (MNCH) programs within the healthcare facility. They focus on clinical guidelines, staff training, and optimizing service delivery for MNCH-related health outcomes. This role requires strong advocacy for digital health tools to streamline care delivery, enhance monitoring, and ensure compliance with national and international MNCH standards.	MNCH clinical lead, Maternity-in-Charge, Maternal and Child Health Specialist
District Reproductive and Child Health Coordinator	A district-level official responsible for planning and implementing reproductive, maternal, newborn, child, and adolescent health programs at the district level. They oversee the coordination, monitoring, and evaluation of integrated healthcare programs, including family planning and immunization. The role also involves capacity building at various administrative levels, supervision of health facilities within their district, managing essential medical supplies, coordinating research and data dissemination.	Reproductive, Maternal, Newborn, Child, and Adolescent Health (RMNCAH) Coordinator, Reproductive and Child Health Services Coordinator

Related personas

Pregnant women and nurses do not directly interact with the digital system and are not directly involved in decision making processes that are part of this intervention. They are related personas through the ANC procedures that are underlying to this intervention. As such, they are taken along in this DAK for a comprehensive explanation.

Name	Description	Different names (if relevant)	International Standard for Classification of Occupations code (if relevant) (9)
Pregnant woman	A woman who intends to seek medical support related to pregnancy or childcare from the health worker personas, such as the ANC nurse. A client who is under 19 years of age is considered to be an adolescent.	Mother, Pregnant woman	N/A
MNCH Nurse	A graduate who has been legally authorized (registered) to practise after examination by a state board of nurse examiners or similar regulatory authority. Education includes 3, 4 or more years in nursing school, and it leads to a university or postgraduate university degree, or the equivalent. A registered nurse has the full range of nursing skills.	Registered nurse, nurse practitioner, clinical nurse specialist, advance practice nurse, practice nurse, licensed nurse, diploma nurse, BS nurse, nurse clinician	2221 (nursing professionals)

Additional considerations for contextualizing personas

[COMMENT PS: TO DECIDE IF WE NEED THIS SECTION]

Although this section provides an overview of the generic roles of the targeted personas, it will be important to contextualize these personas to your setting. The generic personas described in Tables 3 and 4 can be supplemented by reflecting on these additional considerations:

• Background and demographics: for example, gender, age, whether they are from the community, familiarity with digital devices, do they own a mobile phone or a smartphone.
• Local environment and any relevant contextual information about their surroundings: for example, work-site characteristics; rural or urban; availability of electricity, water, internet; distance from nearest referral facility.
• Expected roles and responsibilities: What are the expected roles and responsibilities based on the country context? How does this differ from the roles and responsibilities defined by WHO?
• Actual roles and responsibilities: What are their actual roles and responsibilities, if there is any difference from what is expected?
• Context: What is the level of internet connectivity? How are they compensated? How far away is the nearest referral facility? What other personas or health workers do they interact with?
• Challenges: What are the day-to-day challenges the end user might face?
• Motivations: What does success look like to them? Are there targets they need to achieve?