User Experience Innovation: User Centered Design that Works

Determining the Group Size

Your target user group should be wide enough to make your product interesting for enough users so that you believe that your product can be profitable. How large a target user group should be will depend on your product, the target users, and the market situation.

Figure 3-3 illustrates the choice between a small and a large group. If you are designing a web page for customers in low-income countries, you may need millions of customers to make your business profitable. If you design a mobile device for oil billionaires, you may not need any more than ten customers for your product if you can achieve enough profit from each device.

Figure 3-3. Narrow or wide target user group?

At the same time, you generally want ...