Do you really know who you are designing for and do you understand them? Does everyone on your team have an accurate and consistent view of who the stakeholders are and how they think?

These questions are relevant in any product development, since there are often other stakeholders, in addition to the users, whose needs must be considered. For example, a toy must satisfy the needs of the child playing with it, as well as the person who purchases the toy.

Understanding the real needs of users and stakeholders provides the foundation for a successful product. For the purposes of this toolkit we are focusing on the users, i.e. the people who attempt to complete a task with the product or service. The following pages explore

• Market segmentation
• Personas
• Product interaction
• Capability losses
• Tasks and goals