Réseau Pharmaceutique Œcuménique (EPN)

2 The audience

Start by listing the intended audiences. Then list all the needs and goals of the different audiences. Have everyone rank the importance of each need and goal for each audience.

2.1 Create scenarios for audiences/users

Scenarios are stories. They tell the tales of users experiencing the site, and they help you and your collaborators visualize the site and its users. Scenarios are also useful in validating the site’s design once it is finished: If the scenarios match up with the actual design of the site, you did something right.

Using the previous definitions of your audience, try to come up with a set of users who represent the majority of visitors. The size of the site and audience determine how many users you will write scenarios for. Usually three to six scenarios are sufficient.

For each user, write a scenario. To get started on a scenario, you need to bring the user to life. Create a character for that user, and give them a name, a background, and a task to accomplish on the site. Use a task from your list of audience needs and goals. Then write a story about how the character uses the site to complete the given task. Scenarios will be important later on, when defining the content and functional requirements of the site.

2.2 Competitive analysis

The competitive analysis can be a project all its own. Don’t neglect the importance of reviewing the competition. If there is not enough time to do a proper analysis, a quick and dirty one will do.

2.3 Design document: Audience, scenarios, and competitive analysis

Create a new chapter in your design document called ‘User experience’. Add the audience definition and incorporate the scenarios. The competitive analysis itself should be included as an appendix. Again, get sign-off from the organization.