Design for Your Ideal Average Customer

Here’s another exercise I recently used with the Tennessee Bar CLE Curriculum Committee at their strategy retreat.  We were focused on understanding their Ideal Average Customer and delivering the courses, content and information they needed most (and were most likely to pay for).

I asked the group to design a “personalized” web page for each type of customer, using a template I developed.  The template prompted them to answer questions about their target customer and, ultimately, build an “analog” web page that addressed the needs of that target customer.  Here’s part of the template each team of 4-6 completed:

Though we weren’t trying to develop a better website in the retreat, the website design format (and question prompts) really drew out some interesting answers and ideas that a pure “what courses should we offer our lawyers?” question wouldn’t have.  It was a great hour of creative thinking, and we all walked away inspired to try new things.

Here’s a snapshot of the version I completed to give the participants a sense of what they could do with their blank templates:

The full set of templates and my sample are here: Website Design Exercise.