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
Energy
Medium

Objectives

The goal is to understand your target audience's needs and context. Identify who you are designing for and define key research questions.

Outcomes

You'll leave with a defined target audience, a clear user focus, and aligned design targets.

Step-by-Step Instructions


  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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Facilitator Tips

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.

Pre-Work

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

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Materials Required


  • Pens

  • Paper

  • Post-it notes

  • Ecosystem Mapping worksheet

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Resources & Templates

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

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