1. Understanding Your Stakeholders
(aka your users!!)
Betsy Stockdale
ProductCamp Austin 22

2. In Kind
Advocate
Sponsors
SUPPORTERS

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
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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

12. 18
Let’s Practice!
Create an
Empathy 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

19. 25
Let’s Practice!
Create a
Journey Map

20. Betsy Stockdale
betsy.stockdale@seilevel.com
S www.seilevel.comBetsy Stockdale, Seilevel@Seilevel, @stoel02,www.facebook.com/Seilevel
Q&A

21. In Kind
Advocate
Sponsors
SUPPORTERS