Audience segmentation and user modelling

22 Jun 2009 - 6:25pm
5 years ago
2 replies
695 reads
Steve Baty
2009

I'm interested in hearing about the different techniques people use to
represent the differences in the audience for products, services,
applications etc. It's OK if they're not explicitly used in the design
process or if you recognise the short-comings of that particular method. I'm
just trying to understand the range. Here's what I've got so far:

- Market segmentation - purchasing triggers, feature-centric; aim to
understand price points, messaging, feature combinations
- Personas - behaviours, needs, scenarios of use; aim to understand
problem space & context of use; empathetic
- Lifecycles - temporal segmentation, stage of lifecycle determines
differentiation
- Capability - proficiency with a technology or product
- Experience lifecycle - sequence of interactions across touch-points,
where the position in lifecycle is the focus
- Mental models - different thought frameworks drive design decisions
- Demographic - age or socio-economic factors
- User maps

Do you use any of the above in your design work or something else? How do
you target your design when the audience is heterogenous?

Steve

--
Steve 'Doc' Baty | Principal | Meld Consulting | P: +61 417 061 292 | E:
stevebaty at meld.com.au | Twitter: docbaty | Skype: steve_baty | LinkedIn:
www.linkedin.com/in/stevebaty

Blog: http://meld.com.au/blog
Editor: Johnny Holland - johnnyholland.org
UX Australia: 26-28 August, http://uxaustralia.com.au
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Comments

22 Jun 2009 - 9:56pm
Anonymous

Probably intersects with aspects of the above, but there is also
things like roles - either on the site (various types of access,
permissions or membership), as well as roles in the world, i.e I if
the site represents a membership based organisation I might be an
associate member of an organisation so that might mean different
things than if I was a 'potential' member or a full member or
similar. You might embody this difference in a persona or one of the
other life cycles...

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Posted from the new ixda.org
http://www.ixda.org/discuss?post=43080

22 Jun 2009 - 10:04pm
Dana Chisnell
2008

There's a model of older adults in the report at this address:
http://www.aarp.org/olderwiserwired/oww-resources/designing_web_sites_for_older_adults_expert_review.html

See page 14 of the PDF.

It was an incidental insight from a literature review I did on web
design for older adults a few years ago. Since then, I've used it for
other audiences, such as college students. Does that mean it's a good
model or a bad model?

Dana

:: :: :: :: :: :: :: :: :: :: :: :: :: :: :: :: :: :: :: :: :: :: :: :: :: :: ::
Dana Chisnell
415.519.1148

dana AT usabilityworks DOT net

www.usabilityworks.net
http://usabilitytestinghowto.blogspot.com/

On Jun 22, 2009, at 4:25 PM, Steve Baty wrote:

> I'm interested in hearing about the different techniques people use to
> represent the differences in the audience for products, services,
> applications etc. It's OK if they're not explicitly used in the design
> process or if you recognise the short-comings of that particular
> method. I'm
> just trying to understand the range. Here's what I've got so far:
>
> - Market segmentation - purchasing triggers, feature-centric; aim to
> understand price points, messaging, feature combinations
> - Personas - behaviours, needs, scenarios of use; aim to understand
> problem space & context of use; empathetic
> - Lifecycles - temporal segmentation, stage of lifecycle determines
> differentiation
> - Capability - proficiency with a technology or product
> - Experience lifecycle - sequence of interactions across touch-
> points,
> where the position in lifecycle is the focus
> - Mental models - different thought frameworks drive design
> decisions
> - Demographic - age or socio-economic factors
> - User maps
>
> Do you use any of the above in your design work or something else?
> How do
> you target your design when the audience is heterogenous?
>
> Steve
>
> --
> Steve 'Doc' Baty | Principal | Meld Consulting | P: +61 417 061 292
> | E:
> stevebaty at meld.com.au | Twitter: docbaty | Skype: steve_baty |
> LinkedIn:
> www.linkedin.com/in/stevebaty
>
> Blog: http://meld.com.au/blog
> Editor: Johnny Holland - johnnyholland.org
> UX Australia: 26-28 August, http://uxaustralia.com.au
> UX Book Club: http://uxbookclub.org/ - Read, discuss, connect.
>
>
> ________________________________________________________________
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> http://www.ixda.org/discuss?post=43080
>
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