The same discussion guide/script is used for all the focus groups to conduct them in the environment and setting as similar to each other as possible.

Probe questions are asked to simulate the group conversation when the discussion is not active. Most of the times, participants lead all the conversation.

Focus Group Guide/Script

To engage the participants in the discussion, each section is comprised of two different activities: Workflow Mapping and Prioritization Exercise.

Workflow Mapping

For Workflow Mapping, each participant gets a set of cards consisted of printed team names and some empty ones, strings, masking tape, index cards, and a pen. Putting their own team at the center, the participants would connect all the teams that they interact with. Empty cards are used to write the team names that are not pre-printed.

After that, they would write any problems that they have between the teams in the index cards and tape those in between the corresponding lines.

When they are finished with creating the map, all of the participants would gather around each map and freely discuss the workflow problems and potential solutions.

Workflow Cards

Prioritization Exercise

During Prioritization Exercise, each participant gets a pen and the exercise sheet on the right. They will spend about 5 minutes to rate each feature from 1 to 5, 1 being the least important and 5 being the most important. They are also asked to write any competitor CMS that does that specific feature especially well. There is also a space to write any features that they think are important but missing from the list.

The list of features is generated from the result of the first set of interview sessions; it is a collection of all the pain points and wants of the participants.

After they fill out the form, the participants will go around and talk about the features that they consider the most important and the reason why. They are encouraged to have free conversation about those topics.

Prioritization Exercise Sheet