Understanding Your Stakeholders

Betsy Stockdale Keep Austin Agile 2019

Stakeholder Management

Stakeholder Identification

Stakeholder Analysis

Engagement & Communication Approach

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

Agenda

Challenges with Stakeholder Management

Basic Tools & Techniques

Newer Tools & Techniques

The Challenge…

It is not enough to simply determine which elicitation techniques will work best with our stakeholders.

We must pay more attention to the overall user experience of our products.

This begins with understanding our stakeholders and users.

RACI Model

Job Analysis

A Few Tools

Stakeholder Matrix

Persona Analysis

7

Job Analysis

Identify Job Requirements and Competencies

Better Understand Stakeholders

and Their Needs Knowledge is Beneficial in:

Stakeholder Communication Process Revision Role Creation

8

RACI Model

Seller Group Leader Fulfillment Shipping

Take Orders

Pull Inventory

Prepare Shipment

Bookkeeping

R A C

I

R

R R

R R

R

C

C C

C

I

I I

A

A

A

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Stakeholder Responsibilities Interests Success criteria Concerns

Customer • Purchases products

from cookie booth or

online

• Ability to find booths

• Alternative forms of payment

• Completing

purchases with little

hassle

• Credit card security

• Shipping updates

Fulfillment Manager • Handle customer

order issues

• Direct logistics

• Ensuring logistical

efficiency • Quicker time from

order placed to

order shipped

• Lags in data being

available for orders

• Visibility into

ordering processes

Customer Service

Representative • Answer customer

trouble tickets

• Escalate

appropriate issues

• Better trouble ticket

turnaround time

• Higher customer

satisfaction

• Number of tickets

answered per hour

• Better ability to

escalate tickets

• More available

service resources

Stakeholder Matrix

Personas: Personalizing Roles

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ll rights reserved

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

11

Anatomy of a Persona

Name, Role &

Picture

About Implications or

Values

Context

12

Persona Analysis

Best Practices

Conduct User Research

Condense the Research

Brainstorm

Refine

Make them Realistic

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• Tool used to gain

stakeholder insight

• Specifically examines what

users 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

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 cash Does 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

16

Empathy Maps

Best Practices

Beginning of Design Process

Use Real Data (User Research)

Role-Play

One Persona per Map

17

Let’s Practice!

Create an

Empathy Map

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

19

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

20

Why Create a Journey Map?

To enhance the user experience by identifying pain points and gaps including:

Department Gaps Channel Gaps Device Gaps

21

Scenario Persona

Ad

vic

e &

Ide

as

P

ha

se

T

ho

ug

hts

&

Fe

eli

ng

s

Ex

pe

rie

nc

e

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

Journey Map Example Scenario Jonny “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.

Ad

vic

e &

Ide

as

P

has

e

Th

ou

gh

ts &

Fee

lin

gs

E

xp

eri

en

ce

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

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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

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Value of These Tools

Deliver Exemplary

User Experience

Understand the User

Keep Things Simple

Meet the User’s Needs

25

Agenda

Challenges with Stakeholder Management

Basic Tools & Techniques

Newer Tools & Techniques

Betsy Stockdale betsy.stockdale@seilevel.com

S www.seilevel.com Betsy Stockdale, Seilevel @Seilevel, @stoel02, www.facebook.com/Seilevel

Q&A