IDEO

IDEO - Define Your Audience

This exercise, adapted from the LUMA system, helps you consider everyone affected by your design. It's about expanding your perspective to include the entire ecosystem.

Duration
2 hours
Group Size
4-8
Category
IDEO
Difficulty
Easy
The goal is to understand your target audience's needs and context. Identify who you are designing for and define key research questions.
You'll leave with a defined target audience, a clear user focus, and aligned design targets.
Don't just focus on direct users. Explore community, services, and policy influences. This is especially helpful for prototyping and developing a theory of change. Sometimes, mapping the ecosystem reveals unexpected constraints that require pivoting the project. Be prepared to adjust.

  1. Identify direct stakeholders: List individuals or groups directly involved in the challenge.

  2. Map ecosystem influences: Use the Ecosystem Mapping worksheet to explore user behavior.

  3. Identify potential shifts: Tag influences as either addressable or constrained.

  4. Determine organizational scope: Clarify your organization's influence and reach.

  5. Plan field research: Use your insights to inform research planning.

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For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

Unlock Pre-Work Requirements

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  • Pens

  • Paper

  • Post-it notes

  • Ecosystem Mapping worksheet

Unlock Materials Required

Create a free account to access step-by-step instructions, agendas, and resources for all activities.

Audience Definition Template
Template for documenting target audience.
Persona Development Guide
Creating effective user personas.

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