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STAKEHOLDERS, USERS & DISCOVERYTe Kōanga 2015
Sam Rye - Lifehack@samrye_enspiral
Today we’re talking:
1. Who are our stakeholders, and how do we identify & keep track of them all?
2. Who are our key users, and how do we get to know them better?
3. What do we need to be aware of when we get out of our ivory tower and speak to people?
Stakeholders
Stakeholders
Typically a project or business will rely on some key people and groups of people to function.
No people, no project.
Stakeholders
However your time is scarce, and you have much to do to get your project off the ground.
Who do you spend your time and energy on? Why? And How?
Tool #1:Stakeholder Mapping
Stakeholder Mapping
Essential Aspects:● Name &/or Organisation● Influence● Role
Optional● Management Level
Stakeholder Mapping
Stakeholder MappingLet’s do it!
10 mins
Stakeholder Mapping
● Name &/or Organisation
● Influence● Role● Management Level:
○ Green = Manage Closely
○ Orange = Keep Satisfied
○ Yellow = Keep Informed
○ Blue = Minimal
Stakeholder Mapping
Bonus Level Up!Why not try an interactive mapping tool like MetaMaps or Kumu?
Users
UsersBuild it and they will not come.
We live in a busy world, you need to know who your users are, what motivates them, where they hang out, and what they are trying to achieve.
No users, no project.
Tool #2:User Personas
User PersonasEssential Aspects:
This is a specific person, not a “segment”. They are representative of behaviour, motivations and how they may engage, not of their demographics necessarily.● Name & Visual Sketch / Photo● Demographics● Motivations● Needs / Jobs
Can be used in all aspects of project decision making. Be User-centered.
User PersonasLet’s do it!
10 mins
User Personas
Demographics:● Age● Background● Work● Education● Income● Geography● etc
Behaviour:● What do they read?● Where & how do they
socialise?● Do they use other competing/
complementary services?● Are they aware of the problem
you’ve identified?● If so, how acutely do they feel
it?Needs / Jobs:● What do they want to feel?● What are they trying to
achieve?● What really drives them?● Are their needs
interconnected with other people?
Susie
User PersonasYou have just built your persona on assumptions.
You may need multiple personas.
They’re better if you base them on real people.
Time for some cognitive dissonance!
User PersonasMore details:http://grasshopperherder.com/customer-personas-for-customer-development/
Tool #3:User and/or
Customer Discovery
Essential Aspects:
Everything is an assumption until you have evidence. Assumptions are risky.
Your job is to systematically (in)validate what you think you know.
One of the best tools for this part of the process is customer discovery interviews and observation.
User Discovery
User Discovery
User DiscoveryYour mission for the week:
Write your script. Interview 3 people.Capture insights.
Don’t pitch :)
User DiscoveryRecap:
1. What’s the hardest part about [problem context] ?2. Can you tell me about the last time that happened?3. Why was that hard?4. What, if anything, have you done to solve that problem?5. What don’t you love about the solutions you’ve tried?
Welcome to rigorous innovation
Thanks!
twitter: @samrye_enspiraldon’t email me, but holler on twitter
if I can help
more resources: lifehackhq.co
