Toolkit Workshop: Learn Methods and Techniques for Understanding your Target Audience: San Diego Startup Week 2019 Idea Track

1. @SDStartupWeek
© 2019 Garofalo UX

2. #IdeaTrack
© 2019 Garofalo UX

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
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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