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Semelhante a Toolkit Workshop: Learn Methods and Techniques for Understanding your Target Audience: San Diego Startup Week 2019 (20)
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Toolkit Workshop: Learn Methods and Techniques for Understanding your Target Audience: San Diego Startup Week 2019
- 4. Toolkit
Workshop to Learn Methods and Techniques
for Understanding your Target Audience
@SDStartupWeek #IdeaTrack© 2019 Garofalo UX
- 6. Methods and Techniques for
Understanding your Target Audience
Toolkit Workshop
Frank Garofalo
Principal Consultant, Garofalo UX
@fgarofalo
2019 San Diego Startup Week
29-May-2019
© 2019 Garofalo UX
- 8. User Empathy Therapy Pledge
© 2019 Garofalo UX
I, {state your name},
...do hereby pledge allegiance to empathy.
I am not my target user.
I will have empathy for my real target user.
...with liberty and empathy for all.
- 10. © 2019 Garofalo UX
Treat your customers like they
own you, because they do.
Mark Cuban
- 12. © 2019 Garofalo UX
Identifying and
forming consensus on
key target audiences
- 13. © 2019 Garofalo UX
Identifying and
forming consensus on
key target audiences
Generating ideas
to prioritizing
capabilities for new
solutions and the
related benefits
- 14. © 2019 Garofalo UX
Identifying and
forming consensus on
key target audiences
Generating ideas
to prioritizing
capabilities for new
solutions and the
related benefits
Specifying key
objectives to
measure and gauge
for success.
- 16. © 2019 Garofalo UX
From Intersection by Milan Guenther, www.intersectionbook.com
Based on a model by Damien Newman
- 17. © 2019 Garofalo UX
3
4
5
2
1
6 7
Implement Deliver
DesignConcept / PrototypeResearch
Validate
Ideate
Define
Prepare
Discover
From Intersection by Milan Guenther, www.intersectionbook.com
Based on a model by Damien Newman
- 19. © 2019 Garofalo UX
...various methods
Prepare Discover Define
Ideate Validate
- 20. Various Methods
▪ Feasibility & Desirability
▪ 6-Thinking Hats
▪ Card Sorting /
Affinity Diagramming
▪ Empathy Mapping
▪ Journey Mapping
▪ Personas
▪ Value-Proposition Canvas
▪ Business Model Canvas
▪ Setting the Frame
▪ 6-8-5 Ideation
▪ Instant Reply
▪ Problem-Solution-Benefit
▪ Storyboarding
▪ Paper Prototyping
▪ …and many, many more
© 2019 Garofalo UX
- 24. © 2019 Garofalo UX
Fortune
50
companies
EPA USDA
Utility
companies
Dept. of
Homeland
Security
Bill &
Melinda Gates
Foundation
tech
startups
- 33. Sampling
▪ Setting the Frame
▪ Experience Journey Hexagons
▪ Target Audience / Personas
▪ Empathy Mapping
▪ Journey Mapping
▪ Big Idea Generation
▪ Feasibility & Desirability
▪ Storyboarding
© 2019 Garofalo UX
- 34. Sampling
▪ Setting the Frame
▪ Experience Journey Hexagons
▪ Target Audience / Personas
▪ Empathy Mapping
▪ Journey Mapping
▪ Big Idea Generation
▪ Feasibility & Desirability
▪ Storyboarding
© 2019 Garofalo UX
…disclaimer
- 36. Disclaimer
© 2019 Garofalo UX
There is not a magical combination of methods and
techniques that works for every project.
This is just a sampling of techniques and does not
necessarily imply a specific order combination.
- 39. Goals
▪ Ideally, teams identify a brief slogan or tagline
that helps them measure their ideas against
a desired design theme.
▪ Should be aligned with the organization
slogan / tagline / vision if being conducted
in a single company.
© 2019 Garofalo UX
- 40. Create a Frame
a.k.a. Your Motto
How will your effort be perceived?
Group Activity:
© 2018 Garofalo UX
Example
- 43. Goals
▪ Describe the high level “current state” circumstances
▪ Identify the complications & implications
▪ What are your key strengths and value propositions?
▪ Who are the key target audience members?
▪ How do you interact with your target audience members?
▪ What are the key objectives & metrics to gauge success?
▪ What drives your budget (costs & revenue)?
© 2019 Garofalo UX
- 45. Experience Journey Hexagons
© 2019 Garofalo UX
a
Situation: Top 3 “Current State” circumstances
Strengths: Top 3 Business/Project Strengths
Complications: Top 3 Changes / Pressures / Demands,
which are creating Problems, Challenges,
or Opportunities
Implications: Top 3 consequences of failing to act...
to address the challenges, or seek the
opportunities.
Solutions: Top 3 Capabilities
Example
- 46. Experience Journey Hexagons
© 2019 Garofalo UX
Unique Value Proposition: Clear, compelling message that states why
you are different and worth investment
Benefits: Top 3 Results (what’s in it for the business,
stakeholders, target audience/end-user, etc.); What
would they say about the solutions?
Target Audience: Key Personas/Users/Stakeholders
Channels: Paths to Target Audience
Example
- 47. Experience Journey Hexagons
© 2019 Garofalo UX
Key Objectives / Metrics: Specific, Measurable, Attainable, Realistic,
Time-bound. What does Success look like?
Key Performance Indicators (KPIs) to measure?
Unfair Advantage: Why can’t the Solutions (above) be easily
replicated, copied, or replaced by
competitors / threats?
Business Model (Costs & Revenue): How we make money, and
the costs we incur
Example
- 52. Goals
▪ Identify key target audience
▪ Draft their persona(s)
▪ Generalization of your target-audience
▪ Reminder that your target-audience
are humans (not just “users”).
© 2019 Garofalo UX
- 54. Target Audience / Persona
© 2019 Garofalo UX
Goals
• Winning the Soap Box
Derby race
• Be a good friend to Spanky
• Woo back Darla
Alfalfa
Best friend of Spanky.
Chosen as the driver for
the club's prize-winning
undefeated go-kart.
Affectionate for Darla
Example
- 55. Target Audience / Persona
© 2019 Garofalo UX
Goals
• Find a good Deal
• Pick a car she would love
• Good Fuel economy
• Lots of features and
controls
Karen
Karen just started her new
job and needs a car to
commute roughly 40 miles
each day. She’s excited to
purchase her first new car
and wants to make sure she
has a comfortable commute.
Example
- 56. Identifying the
Target Audience
▪ 1st: Identify 1 role or target-audience you would like to focus on
▪ 2nd: Identify 1-3 key workflows that are typical for that role
▪ Write these down, please
capture 1 idea / concept per sticky note
© 2019 Garofalo UX
Example
- 60. Goals
▪ Expanding upon key persona(s)
▪ Seek a better understanding of our target audience
© 2019 Garofalo UX
- 62. Individual Activity:
Empathy Map
▪ Based upon 1 of the workflows
▪ Populate the grid with as
many ideas as possible
▪ Please capture
1 idea / concept
per sticky note
▪ Based on:
http://blog.leanmonitor.com/empathy-map-step-client-shoes/
© 2018 Garofalo UX
TIME:
15
minutes
Example
- 63. Empathy Map
© 2018 Garofalo UX
TIME:
15
minutes
What really matters to them (and what they do not say)?
What moves them?
How do they problem solve?
What are their daily activities?
What are their key outputs?
What skills do they exercise regularly?
Where does the person work daily? Are they on-the-go?
What really concerns/frustrates them?
What obstacles do they encounter to reach
their goals?
What risks do they have to assume?
What do they really want or need to
achieve? How do they measure success?
How do they try to achieve it?
What do they say matters to them?
What are the differences between what they
say and what they think?
Do they influence anyone?
Do they feel delight, confusion, and/or indifference?
What are their dreams and aspirations?
What are their concerns?
Hands-On
ACTIVITY
- 64. Empathy Map
© 2018 Garofalo UX
TIME:
15
minutes
TIME:
3
minutes
What really matters to them (and what they do not say)?
What moves them?
How do they problem solve?
What are their daily activities?
What are their key outputs?
What skills do they exercise regularly?
Where does the person work daily? Are they on-the-go?
What really concerns/frustrates them?
What obstacles do they encounter to reach
their goals?
What risks do they have to assume?
What do they really want or need to
achieve? How do they measure success?
How do they try to achieve it?
What do they say matters to them?
What are the differences between what they
say and what they think?
Do they influence anyone?
Do they feel delight, confusion, and/or indifference?
What are their dreams and aspirations?
What are their concerns?
- 65. Group Activity:
Empathy Mapping
▪ Cluster & Discuss
▪ Are there any distinct: steps,
frustrations, outputs?
▪ Are there any key workflows
that sum up the Empathy Map?
© 2019 Garofalo UX
Example
- 66. Group Activity:
Empathy Mapping
▪ Cluster & Discuss
▪ Are there any distinct: steps,
frustrations, outputs?
▪ Are there any key workflows
that sum up the Empathy Map?
© 2019 Garofalo UX
Can be done as
an individual
activity or as a
group activity.
Example
- 70. Goals
▪ Tells the story of the target-audience’s /
customer’s experience
▪ Include all touch-points: from initial contact,
through the process of engagement and into
long-term relationship
▪ Puts the target-audience front-and-center /
in the organization’s thinking
▪ Process of “mapping” with the team,
offers shared insights
© 2018 Garofalo UX
- 71. Group Activity:
Fill in the Journey Map details
• Using the Empathy Map details:
What the audience is doing,
thinking, and feeling at each step
• “Feeling” can be plotted as highs
☺ and lows
• Is anything missing?
• Does it flow, or
does it feel disparate?
• Please capture 1 idea / concept per
sticky note
© 2018 Garofalo UX
TIME:
20
minutes
Example
- 74. Goals
▪ Generate at least 6-8 ideas, including wild ideas
▪ Categorized and Sorted Ideas
© 2018 Garofalo UX
- 75. Things to consider
© 2018 Garofalo UX
User Needs
Business
Objectives
Technical
Constraints
Magic
- 81. Individual Activity:
6-8-5 Ideation Method
▪ Create at least 6-8 ideas each
▪ Quantity over quality – lots of ideas!
▪ What are new ways of doing things?
▪ Workflows, tools, integrations
▪ Addressing concerns & pain-points?
▪ Post ideas on a blank paper on the wall
▪ One idea must be a “wild” idea
▪ BONUS - Sketch pictures!
© 2018 Garofalo UX
TIME:
5
minutes
Example
- 82. Individual Activity:
6-8-5 Ideation Method
• Take an 8 ½ x 11 sheet of paper, and
fold in half 3 times; or use template
• 5 minutes for 6-8 sketches of ideas
• Sketch pictures!
© 2018 Garofalo UX
TIME:
5
minutes
Hands-On
ACTIVITY
- 83. Individual Activity:
6-8-5 Ideation Method
• Take an 8 ½ x 11 sheet of paper, and
fold in half 3 times; or use template
• 5 minutes for 6-8 sketches of ideas
• Sketch pictures!
© 2018 Garofalo UX
TIME:
5
minutes
TIME:
5
minutes
- 84. Group Activity:
Clustering and grouping ideas
• Work as a group to cluster and group
ideas
• Don’t throw anything away
• What can be grouped? Summarized?
Consolidated? Combined?
• Create 1 new sticky note to
title each cluster
• Question - Should ideas / clusters, now
further evolve the Journey Canvas?
© 2018 Garofalo UX
TIME:
10
minutes
Example
- 87. Goals
▪ Capture perceived feasibility
▪ how achievable is this with our given timeline
▪ Capture perceived desirability
▪ How much does the target audience want this,
would it bring them delight?
▪ Prioritized Ideas
© 2019 Garofalo UX
- 88. Matrix Evaluation
Feasibility & Desirability
▪ Feasibility:
Easy to implement, cost-
friendly, technical complexity
▪ Desirability:
high impact, ease-of-use, fun,
users’ need
© 2019 Garofalo UX
No
Brainers
Big Bets
Utility Avoid
Example
- 89. Matrix Evaluation
Feasibility & Desirability
▪ Feasibility:
Easy to implement, cost-
friendly, technical complexity
▪ Desirability:
high impact, ease-of-use, fun,
users’ need
© 2019 Garofalo UX
No
Brainers Big Bets
Utility
Avoid
Example
- 90. Individual Activity:
• Each person gets 6 blue dots and 6 green dots
• Blue = Feasibility
• Green = Desirability
• Place your dots on the ideas you think are most feasible and desirable
• Use all your dots on one idea if you like
• Different people have different criteria for feasibility and desirability
© 2018 Garofalo UX
TIME:
5
minutes
Example
- 92. Individual Activity:
Feasibility & Desirability Matrix
• Rank ideas by the number of dots that
ended up on each item
• Create duplicate sticky notes to be
plotted on the Matrix
• Consider:
• Reasoning for individual rankings
• Too many no-brainers?
• Are there any big categories that are related?
• Will No-Brainers and Should-Dos really make a
difference?
• Based on this matrix, what are the
Priority Items to focus on?
© 2018 Garofalo UX
TIME:
15
minutes
Example
No
Brainers
Big Bets
Utility
Hands-On
ACTIVITY
- 93. Individual Activity:
Feasibility & Desirability Matrix
• Rank ideas by the number of dots that
ended up on each item
• Create duplicate sticky notes to be
plotted on the Matrix
• Consider:
• Reasoning for individual rankings
• Too many no-brainers?
• Are there any big categories that are related?
• Will No-Brainers and Should-Dos really make a
difference?
• Based on this matrix, what are the
Priority Items to focus on?
© 2018 Garofalo UX
TIME:
15
minutes
Example
No
Brainers
Big Bets
Utility
TIME:
3
minutes
- 94. Group Activity:
Feasibility & Desirability Matrix
• In your breakout group, rank ideas by
the number of dots that ended up on
each item
• Create duplicate sticky notes to be
plotted on the Matrix
• Discuss:
• Reasoning for individual rankings
• Too many no-brainers?
• Are there any big categories that are related?
• Will No-Brainers and Should-Dos really make a
difference?
• Based on this matrix, what are the Priority
Items the group wants to focus on?
© 2018 Garofalo UX
TIME:
15
minutes
Example
No
Brainers
Big Bets
Utility
- 95. Feasibility & Desirability
© 2019 Garofalo UX
Talk with your
actual users /
customer to learn
about the capabilities
they actually desire
- 98. Goals
▪ Create a series of panels of sketches outlining
the sequence of events a user will experience
▪ Individually created storyboards
▪ 2nd rounds of individual storyboarding
▪ Final storyboard selection/identification
© 2018 Garofalo UX
- 100. Individual Activity:
Your Storyboards (Round 1)
▪ Create a 6 step storyboard
▪ 1st – 2nd: Problem Statement /
Hypothesis
▪ 3rd, 4th, 5th: Solution
▪ 6th: Outcome / benefit
▪ Each step has a picture and description
▪ Make each storyboard ‘human centric’
© 2018 Garofalo UX
TIME:
15
minutes
Example
- 105. Individual Activity:
Your Storyboards (Round 1)
© 2018 Garofalo UX
TIME:
15
minutes
What would a user say is effective
about the solution?
How do the features of the “solution”
meet the users’ goals?
Example
- 106. Review: Your Storyboards
▪ Create a 6 step storyboard
▪ 1st – 2nd: Problem Statement /
Hypothesis
▪ 3rd, 4th, 5th: Solution
▪ 6th: Outcome / benefit
▪ Each step has a picture and description
▪ Make each storyboard ‘human centric’
© 2018 Garofalo UX
(Round 1)
TIME:
15
minutes
Example
- 107. ▪ Present your storyboard
to your breakout group
▪ 2 minutes per person
© 2018 Garofalo UX
(Round 1)
Review: Your Storyboards
TIME:
10
minutes
Example
- 108. Review: Your Storyboards
▪ Create 6 step storyboard
▪ Left to right, top to bottom:
▪ 1st – 2nd: Problem Statement /
Hypothesis
▪ 3rd, 4th, 5th: Solution
▪ 6th: Outcome / benefit
▪ Each step has a picture and description
▪ Make each storyboard ‘human centric’
© 2018 Garofalo UX
(Round 2)
TIME:
15
minutes
Example
- 109. Review: Your Storyboards
▪ Create 6 step storyboard
▪ Left to right, top to bottom:
▪ 1st – 2nd: Problem Statement /
Hypothesis
▪ 3rd, 4th, 5th: Solution
▪ 6th: Outcome / benefit
▪ Each step has a picture and description
▪ Make each storyboard ‘human centric’
© 2018 Garofalo UX
(Round 2)
TIME:
15
minutes
Example
Can do as
multiple rounds
build-upon
previous ideas or
explore new ideas
- 111. © 2019 Garofalo UX
Identifying and
forming consensus on
key target audiences
Generating ideas
to prioritizing
capabilities for new
solutions and the
related benefits
Specifying key
objectives to
measure and gauge
for success.
- 114. © 2019 Garofalo UX
Frank
Garofalo
@fgarofalo
@garofaloux
frank@garofalo.co
Questions
- 115. © 2019 Garofalo UX
Frank
Garofalo
@fgarofalo
@garofaloux
frank@garofalo.co
Questions
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