User/s
Demographics and market
Who are the user/s?
The user/s are those individuals and communities who will ultimately be subject to design decisions. The requirements below are used by research + DESIGN to help development teams keep a user-centric approach in mind.
- Primary user/s:
A primary user engages with design decisions intentionally and regularly, and is the prime focus for the design team. - Secondary user/s:
A secondary user may subconsciously interact with design decisions, or be exposed to them by other users. - Demographics:
Users are characterised by age, gender, language, relationship, offspring, education, profession, income, and nationality. - Ideal-stereotypes:
By means of the above demographics, ideal-stereotypes are created to help teams collectively visualise the end user/s. - Empathic considerations:
Understanding how these ideal-stereotypes have personal aspirations and daily obstacles helps to unpack design options. - Technical competence:
A user's technical competency requires benchmarking and testing to ascertain what concerns are warranted or overestimated. - High-level keywords:
Understanding what high-level keywords clients use to link their organisation's values to users, helps to establish the target market. - Primary target market:
The primary target market is a broad grouping of users who are known to the client, and are expected to engage with design decisions. - Secondary target market:
The secondary target market is unknown to the client, and may unknowingly or eventually interact with the design. - Competitor SWOT:
Each competitor is unpacked using their Strengths, Weaknesses, Opportunities, and Threats (SWOT). - Market position:
Plotting relative market position allows for market focus, key innovation, and potential risk to be strategised. - Use-cases:
Use-cases outline a user-centred narrative, from purchasing, configuring, using, maintaining, and disposing of a design.