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You need to make it as easy as possible for users to do what they want. If your users don’t understand what’s happening or they don’t understand how your product works, they’ll abandon your product for something that’s easier to use.
Facebook has over 2.2 billion users and Amazon has over 310 million users. 0:00 You can see how hard that will be if they tried to interview 0:08 every single user on their platform and 0:11 created a custom experience down to the users' unique preferences. 0:13 Even the biggest companies don't have unlimited resources, which is why they 0:18 group users into representative profiles called user personas. 0:22 User personas represent the most common types of users for your product. 0:28 It'simportant to realize that these are stereotypes and that 0:33 individual users will act differently than the representative persona you choose. 0:37 But it would be extremely prohibitive to create unique user profiles for 0:42 the millions of users who could potentially use your product. 0:46 Which is why we group people into personas. 0:50 To do this effectively, assess your most realistic users. 0:54 A lot of people make the mistake of assuming that their business 0:58 is targeted at everyone. 1:01 Although anyone can use your product, it's important to keep your 1:03 eye on the main people you expect would be using your product. 1:07 Grandmas probably aren't the top visitors of the X-Games site. 1:11 Likewise, teenage boys don't tend to visit websites about 1:15 finding the right retirement communities very often. 1:19 Figure out the types of users that will use your product. 1:23 Do you have a mostly elderly audience, or do you have a young, teen audience? 1:26 [SOUND] The choices you make as you build out your product and 1:30 your experience should reflect your target audience. 1:33 We also need to keep in mind why people are using the product. 1:37 Do they want to buy something? 1:41 Do they want to learn more about something? 1:42 Do they need it right now or are they still comparison shopping? 1:45 Are they looking to see their favorite skateboarder's results or 1:49 are they buying X-Games tickets? 1:52 Are they trying to tour a retirement community or 1:55 are they ready to take the next step and buy a retirement home? 1:58 We also need to understand the limitations of different personas in groups. 2:02 Most grandmas probably don't want complicated sites. 2:07 They just want the basics. 2:10 On the other hand, a teenage boy may want extra content. 2:13 Videos and photos to give them a more in depth, 2:16 behind the scenes look at how his favorite athletes are holding up. 2:19 Similar groups of users may have similar preferences and limitations. 2:23 Most teenagers have shorter attention spans, 2:28 while many grandmothers aren't as technically savvy as younger generations. 2:31 Although we won't be going in depth into accessibility in this course, 2:35 it's important to plan for the accessibility needs of our users. 2:39 As people age, their eyesight tends to deteriorate. 2:44 Therefore, when designing for 2:47 an older generation, we should be conscious of font size and contrast. 2:49 Overall, we should design with the most common user personas in mind. 2:54 And don't be afraid if it's not a perfect match for an individual user. 2:58 It won't be, and that's okay. 3:02 People are unique. 3:04 But our personas will represent the most common traits. 3:06 If our app isn't mostly geared to grandparents, let's make it minimal 3:09 with large, easy to read text to help them find what they're looking for. 3:14 If it's a more content-driven site for younger users, it's more acceptable 3:18 to provide an immersive experience, rather than an expedited one. 3:23
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