I'm interested in hearing about the different techniques people use to
represent the differences in the audience for products, services,
applications etc. It's OK if they're not explicitly used in the design
process or if you recognise the short-comings of that particular method. I'm
just trying to understand the range. Here's what I've got so far:
- Market segmentation - purchasing triggers, feature-centric; aim to
understand price points, messaging, feature combinations
- Personas - behaviours, needs, scenarios of use; aim to understand
problem space & context of use; empathetic
- Lifecycles - temporal segmentation, stage of lifecycle determines
differentiation
- Capability - proficiency with a technology or product
- Experience lifecycle - sequence of interactions across touch-points,
where the position in lifecycle is the focus
- Mental models - different thought frameworks drive design decisions
- Demographic - age or socio-economic factors
- User maps
Do you use any of the above in your design work or something else? How do
you target your design when the audience is heterogenous?
Steve
--
Steve 'Doc' Baty | Principal | Meld Consulting | P: +61 417 061 292 | E:
[email protected] | Twitter: docbaty | Skype: steve_baty | LinkedIn:
www.linkedin.com/in/stevebaty
Blog: http://meld.com.au/blog
Editor: Johnny Holland - johnnyholland.org
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