te kōanga - stakeholders, users & discovery

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