User Experience Innovation: User Centered Design that Works

Defining New Target Users

If your company already has a successful social website for teenagers, but you want to create a similar website for other users, you may need to start defining who the target users should be. Should your website be for elderly people looking to talk to their grandchildren? Or should you instead focus on tweens? Or should you create a social website for exotic butterfly enthusiasts? You may have several possible groups in mind, as illustrated in Figure 3-1, but your goal should generally be to narrow this down to just one group, or at least a few groups that are related.

Figure 3-1. Defining a new target user group ...