Toolkit Workshop: Learn Methods and Techniques for Understanding your Target Audience: San Diego Startup Week 2019
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The document outlines a toolkit workshop by Frank Garofalo on understanding target audiences at San Diego Startup Week 2019, emphasizing user empathy, various techniques for engagement such as empathy mapping and journey mapping, and strategies for idea generation. It includes hands-on activities aimed at identifying key target audiences, creating personas, and generating viable ideas while measuring feasibility and desirability. The workshop promotes a collaborative approach to gather insights and prioritize user needs in the design process.
Toolkit Workshop: Learn Methods and Techniques for Understanding your Target Audience: San Diego Startup Week 2019
- 3. Thank You 2019 Sponsors!
- 4. Toolkit Workshop to Learn Methods and Techniques for Understanding your Target Audience @SDStartupWeek #IdeaTrack© 2019 Garofalo UX
- 5. Frank Garofalo Principal Consultant & Founder Garofalo UX & ResLife Portal @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
- 7. User Empathy Therapy Session 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.
- 9. © 2019 Garofalo UX …some inspiration
- 10. © 2019 Garofalo UX Treat your customers like they own you, because they do. Mark Cuban
- 11. © 2019 Garofalo UX …three key objectives
- 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.
- 15. © 2019 Garofalo UX …idea generation
- 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
- 18. 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 © 2019 Garofalo UX
- 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
- 21. © 2019 Garofalo UX …who am I
- 22. © 2019 Garofalo UX
- 23. © 2019 Garofalo UX
- 24. © 2019 Garofalo UX Fortune 50 companies EPA USDA Utility companies Dept. of Homeland Security Bill & Melinda Gates Foundation tech startups
- 25. © 2018 Garofalo UX
- 26. © 2018 Garofalo UX
- 27. © 2018 Garofalo UX approx. 3.5 years
- 28. © 2018 Garofalo UX
- 29. © 2018 Garofalo UX
- 30. © 2018 Garofalo UX
- 31. © 2019 Garofalo UX …ready to get started?
- 32. Sampling © 2019 Garofalo UX
- 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
- 35. Disclaimer © 2019 Garofalo UX
- 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.
- 37. © 2018 Garofalo UX …setting a frame
- 38. Setting the Frame Your Motto © 2019 Garofalo UX
- 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
- 41. © 2019 Garofalo UX …experience hexagons
- 42. Experience Journey Hexagons © 2019 Garofalo UX
- 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
- 44. Experience Journey Hexagons © 2019 Garofalo UX Example
- 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
- 48. Experience Journey Hexagons © 2019 Garofalo UX Example
- 49. Experience Journey Hexagons © 2019 Garofalo UX Can be done as an individual activity or as a group activity. Example
- 50. © 2019 Garofalo UX …identify your audience
- 51. Target Audience © 2019 Garofalo UX ExampleHands-On Activity
- 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
- 53. Target Audience / Persona © 2019 Garofalo UX Example
- 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
- 57. 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 © 2018 Garofalo UX TIME: 15 minutes TIME: 3 minutes
- 58. © 2019 Garofalo UX …some empathy
- 59. Empathy Mapping © 2019 Garofalo UX Hands-On Activity
- 60. Goals ▪ Expanding upon key persona(s) ▪ Seek a better understanding of our target audience © 2019 Garofalo UX
- 61. Empathy Because our expectations aren’t our users’ expectations © 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
- 67. Empathy Mapping © 2019 Garofalo UX Example
- 68. © 2019 Garofalo UX …mapping the journey
- 69. Journey Mapping © 2018 Garofalo UX 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
- 72. © 2019 Garofalo UX …generating big ideas
- 73. B.I.G. – Big Ideas Generation © 2018 Garofalo UX Hands-On ACTIVITY
- 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
- 76. Things to consider © 2018 Garofalo UX User Needs Business Objectives Technical Constraints UX
- 77. © 2019 Garofalo UX …sketching
- 78. Technique: Sketch-a-robics © 2018 Garofalo UX TIME: ~2 minutes Hands-On ACTIVITY
- 79. Technique: Sketch-a-robics ▪ Blank sheet of paper and a writing utensil …time to sketch © 2018 Garofalo UX TIME: ~2 minutes Hands-On ACTIVITY
- 80. © 2019 Garofalo UX
- 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
- 85. © 2019 Garofalo UX …evaluating ideas
- 86. Feasibility & Desirability © 2019 Garofalo UX Hands-On Activity
- 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
- 91. Feasibility and Desirability – examples © 2018 Garofalo UX
- 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
- 96. © 2019 Garofalo UX …craft a story
- 97. Storyboarding © 2018 Garofalo UX Hands-On ACTIVITY Example
- 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
- 99. Storyboards (examples) © 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
- 101. Individual Activity: Your Storyboards (Round 1) © 2018 Garofalo UX TIME: 15 minutes Example
- 102. Individual Activity: Your Storyboards (Round 1) © 2018 Garofalo UX As a user, I am trying to ____{goal}_____ but ____{challenge}_____ . Example
- 103. Individual Activity: Your Storyboards (Round 1) © 2018 Garofalo UX TIME: 15 minutes As a user, I am trying to ____{goal}_____ but ____{challenge}_____ . Example
- 104. Individual Activity: Your Storyboards (Round 1) © 2018 Garofalo UX TIME: 15 minutes What key steps need to occur in order for the problem / challenge to be resolved? 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
- 110. © 2019 Garofalo UX …3 key take-aways
- 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.
- 112. Thank you © 2019 Garofalo UX
- 113. garofaloux.com/training SDSW2019 (limited-offer discount code) © 2019 Garofalo UX
- 114. © 2019 Garofalo UX Frank Garofalo @fgarofalo @garofaloux frank@garofalo.co Questions
- 115. © 2019 Garofalo UX Frank Garofalo @fgarofalo @garofaloux frank@garofalo.co Questions rate this session in the Whova app garofaloux.com/sdsw garofaloux.com/training uxsubscription.com
- 116. garofaloux.com © 2019 Garofalo UX
- 117. THANK YOU! Please take a minute to rate this session in the Whova app. @SDStartupWeek© 2019 Garofalo UX
- 118. Thank You 2019 Sponsors!
- 119. Appendix © 2019 Garofalo UX
- 120. © 2019 Garofalo UX
- 121. © 2019 Garofalo UX
- 122. © 2019 Garofalo UX
- 123. © 2019 Garofalo UX
- 124. © 2019 Garofalo UX