Who are the Stakeholders and What do they Want?

Stakeholders are individuals or groups who have an interest or influence in the outcome of a product design project. They can be internal or external to the organization that is developing the product. Some examples of stakeholders are:

– Users: The end-users of the product who will benefit from its features and functions. They have needs such as usability, reliability, affordability, and satisfaction.

– Customers: For many products, the end user may not directly pay for it. For example, consider the Online Learning software you use in this course. A student and a university might have different product needs for the same product. While many of their needs are similar to users, they may have other cost-based and product ecosystem needs.

– Developers/Designers: The people who create the product using various tools and technologies. They have needs such as clear requirements, adequate resources, feedback, and recognition. You are a stakeholder in your own design. This most often is seen when a product design fall outside of the designer’s expertise or available resources.

– Managers: The people who oversee the product development process and ensure that it meets the goals and expectations of the organization. They have needs such as budget, timeline, quality, and risk management.

– Suppliers: The entities that provide the materials, components, or services that are needed for the product development. They have needs such as timely payment, communication, and collaboration.

– Regulators: The authorities that enforce the laws, standards, or regulations that apply to the product or its domain. They have needs such as compliance, safety, and transparency.

Stakeholder needs can sometimes conflict with each other or with the product design objectives. For example:

– Customers may want a product that is easy to use and has many features, but designers may face technical challenges or resource constraints in delivering such a product.

– Managers may want a product that is delivered on time and within budget, but customers may demand changes or enhancements that require more time and money.

– Suppliers may want a long-term contract and a high price for their inputs, but managers may want to negotiate for lower costs and more flexibility.

– Regulators may want a product that meets strict criteria and undergoes rigorous testing, but developers may want to innovate and experiment with new solutions.