1. STAKEHOLDERSAYS
STAKEHOLDER
busy senior office admin
with limited technical skills
responsible for website
STAKEHOLDERTHINKS DESIGNERINSIGHTS
STAKEHOLDERFEELSSTAKEHOLDERDOES
NEEDS A WAY TO
“The training was really hard to follow.”
“Our old CMS was so much better.”
“Our website is so boring and sad.”
“We run major university centers and
initiatives on campus, but you’d never
know it from our site.”
“Building websites isn’t my job!”
TASKS
redesign and manage a website
that tells better stories
without it taking all her time
“The university expects me to be an expert
in web design, but I’m just getting by.”
“I wish someone would guide our training
and development process more.”
“Everyone else is ‘getting this’ but me.”
BECAUSE
• Puts the project on the back burner
• Assumes they’ve been forgotten by the
web/tech team
• Just “makes do” with what she has
• Apologizes for “how bad” the site is now.
Resigned to having a mediocre website
Self-conscious about her computer skills
On her own with a cumbersome, unpleasant
project
A little embarassed about the website
My interviewee was overwhelmed
and felt “left out at sea” with her
problems.
She once managed a website using
a system she understood, but the
university introduced a complex new
product with training that didn’t match
her skill level. As a result, the site she
was able to build was inferior to the
one she built with the original system.
Instead of questioning the training or
the system, she just concluded that
she wasn’t skilled enough to make a
better website and decided to just
accept that their new website was
worse than the old one.
Because she was so busy doing her
“real job”, the quality of the website
became less and less of a priority,
something she regrets.
Offered the chance to redesign the
site with a more guided process and
a simpler system, she became very
excited and optimistic.
MOTIVE
“Our office deserves a better
website than this!”