This is a very important part of the process. If you think deeply now about your users, you will be more likely to choose a tool that is a great fit for everyone.
You will need to do different kinds of research depending on whether your users are inside or outside your organisation.
Research Finding
Less than one-quarter of organisations we spoke to did any field research with users (8/32). They often told us that they regretted not spending more time on thinking about who would use the tool, and how they would use it.
1. Describe the people that will use the tool
tips
Think about some of the best ways to get this information:
If it’s a small group, try one-on-one conversations or a short meeting with the users.
If your group is larger or based in different places, try short emails with a few questions.
Consider a very quick (3-4-question) online survey using a free tool like Google forms or Typeform.
Ask someone else who knows these people well.
2. How are your potential users approaching the issue now?
3. Could anything prevent them from using a new tool?
Do they already think they need a tool, or will you have to persuade them to use it?
Do they have the technical skills they need? Will they have enough time to learn how a new tool works?
Are there costs involved, and can they afford them?
There may be other questions that are worth asking in your organization. Take your time to write them down.
tips
Not everyone will take a new tool to heart. Engaging people can increase the use of your tool:
providing training
create tutorials
ask proficient users to help out
Maybe something else would work better for your organization. Take time and find the best solution.}
NEXT: Recap
1. Describe your target audience
There may be other questions that are worth asking in your organization. Take your time to write them down.
example
‘residents of districts X, Y and Z in City A’
tips
Think about the best ways to get this information:
Talk with people who are like the users you are trying to reach. If the group is small, try one-on-one conversations or arranging a short meeting with them.
If your group is larger or based in different places, try meetings or finding places where they already group together.
You will not be the first organisation to try to reach those people. Are similar initiatives reaching that same population, and how did they go? Are there networks or community groups where conversations with your target users are already happening?
Think about who might be left out by these methods, and try to find ways of reaching them too.
Resources
Transparency and Accountability Initiative's Fundamentals guide gives good guidance on thinking about your users.
The Digital Principles' section on Designing with the User gives useful guidelines and resources.
Tactical Tech's Know Your Audience guide has useful steps for finding out more about your users.
Keystone Accountability's Learning from Constituents offers detailed guidelines on how to get information about your users, from surveys to formal dialogue processes.
The UK Government Digital Service's digital principles and guide to writing user stories are also useful resources.
2. Why would they want to use your tool? What will they get out of it?
Example
We assume that our users will want to send feedback about a clinic they have used because they think it will improve the service they are given. We assume that they will be more likely to send feedback if they can use their phones to do so, because this will make it easier and cheaper for them.
Case study
We decided to use Facebook in the project. Later, we found out that it was very popular only with white middle-class people, not the black, working-class communities the project was trying to reach.
3. What technology tools does your target audience already use?
Do users have habits build around those tools?
Are there specific times or places that your typical user accesses information or interacts with other people?
What are the main methods your typical member uses to achieve this?
Do they prefer to use particular tools for some activities, and different tools (like email) for others? Find out why.
Example
Our typical user does not use internet-based messaging services like WhatsApp because mobile data is currently too expensive for them. They get information about politics through newspapers rather than the internet, and prefer to access information through their phone rather than a desktop computer. They use social media (mainly Facebook) for talking to friends several times a week, but do not use it for talking about other topics. They only rarely use email.
Case study
"We expected, as everyone said, that everyone would use SMS. All the techies were crazy about it. Then when you really talk to [a person with a similar project] he says that 99% of the complaints came in by telephone, and 1% by SMS. That is a striking number. He says, 'well, you can be try to be as fancy as you want, but it does not work.'"
4. Could anything prevent them from using a new tool?
Do they already think they need a tool, or will you have to persuade them to use it?
Do they have the technical skills they need? Will they have enough time to learn how a new tool works?
Are there costs involved, and can they afford them?
There may be other questions that are worth asking for your target user. Take your time to write them down.
Example
Many people in our target community have smartphones and intermittent data coverage, but data is expensive. People might not think that our tool is worth their money.
tips
Be aware that not everyone will take a new tool to heart. Think how to engage people to increase use:
providing training sessions
create tutorials
point people to forums where they can ask others for help.
Other options may work best for your organization. Take time and find the best.
NEXT: Recap
