User Experience Innovation: User Centered Design that Works

Targeting a Predefined User Group

In large companies, user experience designers are often given a specific target user group as the starting point for the innovation work. Mature adults with a relatively large disposable income is an example of such a predefined group. You will often want to display these users with a representative photo, like in Figure 3-2, before continuing your work. A photo of your typical target users can help you a lot in the proceeding steps.

Depending on the quality of the market research, the research material may also contain a number of insights for the predefined group of users that you are targeting. This research may even specify end-user needs.

However, in almost all most cases, you will want to find, interview, ...