Gather Inspiration

User segmentation methodology

presentaTIOn

Human centered design

human centered design

Human centered design offers problem solver a chance to design with communities, to deeply understand the people they’re looking to serve, to dream up scores of ideas, and to create innovative new solutions rooted in people’s actual needs.

human centered design

Focus on the user’s experience

2.

Understand them, their needs, desires, and expectations

1.

Focus on the people we are designing for

What pieces of information you need to gather?

Before you start, define the following:

1.

Who do you really need to talk to?

Having a general idea of your target audience, their needs, contexts, and history helps you start this process. - Write down the people or groups that are directly involved in or reached by your project. - Add people or groups who are peripherally relevant or are associated with your direct audience. - Divide them in groups and subgroups, arrange them in categories that fit your challenge. (i.e.: most likely to use, most skeptic, etc.…)

Define your audience:

Sit outside the main spectrum, the could either rarely use it, or used it and stopped using it. Defining extremes is different in any project.

Extremes:

VS

The typical user, the one that utilizes the service/product the most

Mainstream:

Talking to people at the extreme end can spark your creativity by exposing you to use cases, hacks, and design opportunities.• Ask them how they would use your solution.• Do they use something similar? • How does/doesn’t suit their needs

Write down/record what they say. Pay attention to the body language

Interviews are the crux of the Inspiration phase

Interviewing:

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Start by asking broad questions about the person’s life, values, and habits.

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Move to more specific questions that relate directly to your challenge

Tips

Look for adaptations

Look for patterns

Look for what people care about

Look for things that prompt behavior

Immersion

There’s no better way to understand the people you’re designing for than by immersing yourself in the live, community and/or activity. • Observe your target in the environment/activity you are designing for • Try it yourself, is it easy, difficult, would you use it again, recommend it.

(Context, history, data)

Secondary Research

• Find recent innovations in your area. Which ones worked? Which ones didn’t? Are there any like what you might design?

• Broader context: news in the field, internet, newspapers, magazines or journals

Demographics

-Statistical Data of targetAge, income, education etc..

TraditionalTarget Audience segmentation

Psychographic Categories

The Mainstream – Desire to fit in with society. Sticks with value for money, striving for security.The Struggler – Has the ‘You Only Live Once’ approach. Focus on the present, looking for a sense of escape.The Resigned – Has unchanging values. Is likely to stick with what there’re familiar with.

The Reformer – Intellectual and tolerant. Doesn’t buy products just because they’re new, the reformer looks for enlightenment.The Explorer – Need for change, discovery and desire to be different.The Aspirer – Looks at how others view them, tries products for the visual looks and focuses on their status.The Succeeder – Strong goals and tends to be responsible. An aggressive attitude to life as they look for control.

The end