STAKEHOLDERS, USERS & DISCOVERYSMART ENERGY CHALLENGE 2015

Sam Rye - Lifehack & Enspiral

@samrye_enspiral

Who are you?

Introductions...

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● Management Level

Stakeholder Mapping

Stakeholder Mapping

Let’s do it!

15 mins

Stakeholder Mapping

● Name &/or Organisation

● Influence● Role● Management Level:

○ Green = Manage Closely

○ Orange = Keep Satisfied

○ Yellow = Keep Informed

○ Blue = Minimal

Stakeholder Mapping

Your mission for the week:

Complete your map with your team.

Stakeholder Mapping

Bonus Level Up!Why not try an interactive mapping tool like MetaMaps or Kumu?

Users

Users

Build 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 Personas

Essential 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● Current Behaviour● Motivations

Can be used in all aspects of project decision making. Be User-centered.

User Personas

Let’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 purchase competitor

services?● Are they aware of the problem?● What are their purchase

patterns?

Motivation:● What do they want to feel?● What are they trying to achieve?● What really drives them?● Intrinsic or Extrinsic?● Peer Vs Self?● Self Vs Service?● Personal / Family / Community

Susie

User Personas

You 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 Personas

Your mission for the week:

Build 2 user profiles with your team.

User Personas

More 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 Discovery

Your mission for the week:

Write your script. Interview 3 people.Capture insights.

Don’t pitch :)

User Discovery

Recap:

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_enspiral

don’t email me, but holler on twitter if I can help

more resources: lifehackhq.co