How-to: Complete the boxes of the stakeholder map in consecutive order, starting at number 1 with your users.
1. List all of your current users of your product/service.
2. Soon-To-Be-Users: These are the people who will soon become your users, such as those on waiting lists and trainee staff.
3. Conscious Non-Users: Are those that are aware of your organisation, have a problem that your offering solves, but consciously choose not to engage with you. These could be people who can’t afford your offering, your competitors users, people who see your offering as too inconvenient etc.
4. Un-conscious Non-Users: Stakeholders who are not aware of your organisation, are not aware that you can solve the problem they are facing or are not aware that they indeed have a problem. They are not aware that they can/need to interact with your business.
5. Primary Stakeholders: These are the people who are directly affected by your business and its activities, but are not necessarily users/non-users. This may involve people such as auditors, regulators, policy setters etc.
6. Secondary Stakeholders: Those stakeholders who are indirectly affected by your business. This category in particular is broad and can contain a whole range of different stakeholders with different values.
Do not get too concerned about exactly where the stakeholders are placed, the boundaries are not fixed. The sections are there to provide stimulus and help you identify as many stakeholders as possible.
Purpose: Design Thinking is all about delivering real value, but each user/non-user and stakeholder may have different values. The tool is therefore great for identifying the stakeholders and therefore enabling you to think about the different needs, wants and frustrations.