After introducing everyone and setting the scene for today’s session, our first activity involves establishing the audience. Who will be using the product, and what motivates them?
For most website & app projects, we usually end up with between two and four different user types. The number always depends on the nature of your product, and how complicated it is. If you have more than six user types however, you probably need to do a bit of consolidation.
For each user type, we’ll draw a blank profile template using the value proposition canvas model. We’ll then put these templates up on the wall, so the whole team can see them. Starting with the highest priority user type we’ll begin listing out :
- Tasks: The objectives they need to complete.
- Gains : The benefits they’ll receive from using our product.
- Pains : The bad outcomes or potential issues they could encounter.
When we’re listing user tasks, it must be stressed that these are the person’s needs. They’re not the final features or functionality of the product. We’ll come to that part later.
As an example, “Keep up to date with the latest information” is not the same as “The site must have a news section”. We want to stay clear of any specific solutions. For now, we want to be clear on what the challenges are. We’re not yet trying to solve them yet.
When identifying tasks, gains & pains we will write them on separate sticky notes and put them up on the canvas. This should be a team exercise with attendees being encouraged to write down their own suggestions, before putting them forward to the wider group for discussion. By the end of this process, we’ll have a completed profile for each user type.