Pca 22 Understanding your Stakeholders (aka your users!)
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The document discusses understanding stakeholders and users of a nonprofit organization that sells cookies annually as its main fundraiser. Revenues for the nonprofit are declining and costs are rising. Personas were created for key stakeholders: a cookie seller, customer, and local group leader. Their goals and characteristics are described. Empathy maps and customer journey maps were presented as tools to better understand stakeholders and identify pain points to improve the user experience.
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Pca 22 Understanding your Stakeholders (aka your users!)
- 1. Understanding Your Stakeholders (aka your users!!) Betsy Stockdale ProductCamp Austin 22
- 3. National non-profit revenues are declining 5% per year You are hired as the BA to solve their business problem Operational costs are increasing Organization has one major fund raiser a year by selling cookies Most sales are made through participants in program Today’s Case Study
- 4. The Challenge… It is not enough to simply determine how we will pull information out of our users & stakeholders. We must pay more attention to the overall user experience of our products. This begins with understanding our stakeholders and users.
- 5. RACI Model Job Analysis Basic Tools Stakeholder Matrix Persona Analysis
- 6. Personas: Personalizing Roles ©SeilevelAllrightsreserved Mary Smith Cookie Seller Profile Local group member and cookie seller extraordinaire! Goal Sell as many boxes of cookies to as many people as possible Tom Tindle Customer Profile Busy young professional who shops primarily online/via apps and loves cookies! Goal Have a hassle-free, quick, and easy cookie purchasing experience Barb Bingle Group Leader Profile Local group leader who is in charge of promoting/tracking sales for her group and ensuring there is product available to met demand Goal Be able to track sales in real-time, compare actual sales against sales goals, monitor inventory levels of cookie sellers
- 7. 13 Persona Analysis Best Practices Conduct User Research Condense the Research Brainstorm Refine Make them Realistic
- 8. 14 • Tool used to gain stakeholder insight • Specifically examines what user(s) Think, Feel, See, or Do while using the product • Can assist in identifying pain points experienced by users and possible solutions Empathy Maps SAYS DOES FEELS THINKS USER
- 10. Chase Guy who loves cookies! Wants to buy cookies Can’t find a cookie booth Wants to send cookies to mom When he can find, doesn’t have cashDoes not see an easy way to send cookies to his mom What flavors do you have? When will they be selling cookies? Searches main places for cookie booths If they can’t find a booth, buys regular store brands Sir, would you like to buy some cookies? I’m sorry sir, we can’t send cookies I’m sorry sir, we only take cash These cookies are the best!! Hard to find cookie booths Not convenient or easy to buy Loves supporting this non - profit organization Mom will be happy and surprised
- 11. 17 Empathy Maps Best Practices Beginning of Design Process Use Real Data (User Research) Role-Play One Persona per Map
- 13. What Did We Learn? It’s not simple Ensure the point-of-view is from that of the user – not IT It can be challenging to settle on the granularity & context of the empathy map
- 14. 20 A customer journey map tells the story of the user’s experience: from initial contact, through the process of engagement and into a long- term relationship (Sailthru) Journey Map
- 15. 21 Why Create a Journey Map? To enhance the user experience by identifying pain points and gaps including: Department Gaps Channel GapsDevice Gaps
- 16. 22 ScenarioPersona Advice& Ideas Phase Thoughts & Feelings Experience Goal Context: Detail the scenario with all known info including location and any action taking place Goals: Clearly identify and capture the goal(s) from the customer perspective Character: Capture all pertinent information for subject in relation to project (ex. name, family, income, etc.) Emotion: List thoughts and feelings experienced by customer, including emotion from issue and expected emotion from outcome Solution: Document any advice or ideas that would directly address the issues for each of the phrases Stages: Record each process phase Creating a Journey Map
- 17. Journey Map Example ScenarioJonny “Sweet Tooth” Toledo Chief Cookie Customer $50,000/year 3 daughters, 3 sons Carries credit and debit card in iPhone 7 case, but no cash Jonny and his family moved from Los Angeles to a small town in Oregon where a local chapter is far away. Advice& Ideas Phase Thoughts& Feelings Experience We’re moving because the city is too expensive Local chapter is 50 miles away Making road trip to local chapter with the entire family Local chapter ran out of favorite flavors Forgot to bring cash and local chapter does not accept debit or credit card Driving to ATM and back to purchase one box of cookies for each child Inquiry Discovery Purchase Provide option to purchase cookies online Create loyalty program Provide option to buy online and pick up in store Show accepted payment types by location online Place an ATM machine near the cashier location at each location Provide a pamphlet for the positive outcome of the cookie drive Show local inventory online Goal Purchase cookies from a local chapter
- 18. 24 Journey Map Best Practices Ensure the user’s story remains front and center Include statistics and anecdotal evidence Start with a grid to make it more visual Don’t make it too complex
- 20. Betsy Stockdale betsy.stockdale@seilevel.com S www.seilevel.comBetsy Stockdale, Seilevel@Seilevel, @stoel02,www.facebook.com/Seilevel Q&A