Exercise 1: Strategic or Tactical Audience?

Look through the audiences described below and decide if they are strategic or tactical. Then describe how that might affect the dashboard you are designing.

Solution:

Persona 1

The answer is Tactical because Gabriel is looking to take action today. It is not strategic because this isn’t a decision she’s weighing heavily against several other factors over a large window of time.

Persona 2

The answer is Strategic because no decisions are going to be made. It’s more for talking points than anything else. On the other hand, if the dashboard was informing what ads were going to be displayed or which stories would be written the day after, then it would be tactical.

Persona 3

The answer is Strategic because no one is being asked to immediately take action on this information. On the other hand, if guests were asked to use the information to vote on policy, donate as certain amount of money or take any other sort of action before walking away, then we might be looking at a tactical dashboard.