Sponsor User Program
Sponsor Users are a scaled approach to co-creation with end users. Sponsor Users are “clients” (customers, non-customers, business partners, end users, or organizations) who provide domain expertise to your team. Sponsor Users help you design experiences for real target users rather than for assumed needs.
A Sponsor User Program formalizes and scales the relationship between your team and your users. The program derives insights from your users to inform your team’s designed experience, roadmap, and Hills. It is not a channel for feature requests.
No. The most important aspect of Enterprise Design Thinking is a relentless focus on human-centered outcomes. Working with end users helps us do just that, and this act of co-creation matters more than terminology. If you want to call it a feedback program, customer advisory council, or something else, feel free. Just remember: Stay focused on your users.
In the following sections, you’ll find checklists and tips to help plan, start, run, and wrap up your feedback program.
Each team member can meaningfully contribute to the creation of a successful Sponsor User Program.