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.
Users are characterised by age, gender, language, relationship, offspring, education, profession, income, and nationality.
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 outline a user-centred narrative, from purchasing, configuring, using, maintaining, and disposing of a design.