Target audience map   WIMBY

Designing the WIMBY map: how to find your target audience

October 2, 2023

As the threads of data from various tasks in the WIMBY project converge, a fundamental question arises: Which datasets are interesting for the potential users? How do we craft an interactive map that resonates with our target audience? And more important: who are they?

These questions delve into the heart of our mission, prompting us to consider the layers of information we provide, the datasets that captivate potential users, and most crucially, the individuals and groups who will utilise this tool.


1. First things first: we had to define our target audience

To come to a well-considered result supported by different perspectives, we organised two workshops in collaboration with our project partners. As a first exercise, we held a brainstorming session in which all partners listed all the potential stakeholders they could think of. After clustering this extensive list of potential users, we identified 14 distinct user groups.


2. Second step: the bullseye canvas

The user groups were placed in a bullseye canvas to identify the direct, indirect and extended users groups.

  • Direct users will use the WIMBY map directly
  • Indirect users are people who engage with the direct users
  • Extended users are merely affected by the WIMBY project

Bullseye canvas

3. Third step: identify the needs

The clarity achieved through this process led us to prioritize five direct user groups for further exploration. We listed their gains, pains and jobs. This work provided us with an initial grasp of the core needs and ambitions of the most relevant user groups that WIMBY serves.


4. Fourth step: Top three target users

Finally, we used a voting exercise to select the three most important user groups, our target users. These are the individuals who will shape our co-creation sessions for the WIMBY map. This way we can build a tool not only for these users, but also in cooperation with them.


The evolution of the WIMBY interactive map reflects our commitment to adopt a user-centred design, creating a useful and user-friendly tool for those who will use it.