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Facebook has over 2.2 billion users and
Amazon has over 310 million users.

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You can see how hard that will
be if they tried to interview

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every single user on their platform and

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created a custom experience down
to the users' unique preferences.

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Even the biggest companies don't have
unlimited resources, which is why they

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group users into representative
profiles called user personas.

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User personas represent the most common
types of users for your product.

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It'simportant to realize that
these are stereotypes and that

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individual users will act differently than
the representative persona you choose.

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But it would be extremely prohibitive
to create unique user profiles for

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the millions of users who could
potentially use your product.

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Which is why we group
people into personas.

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To do this effectively,
assess your most realistic users.

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A lot of people make the mistake
of assuming that their business

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is targeted at everyone.

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Although anyone can use your product,
it's important to keep your

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eye on the main people you expect
would be using your product.

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Grandmas probably aren't the top
visitors of the X-Games site.

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Likewise, teenage boys don't
tend to visit websites about

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finding the right retirement
communities very often.

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Figure out the types of users
that will use your product.

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Do you have a mostly elderly audience,
or do you have a young, teen audience?

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[SOUND] The choices you make as
you build out your product and

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your experience should
reflect your target audience.

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We also need to keep in mind why
people are using the product.

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Do they want to buy something?

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Do they want to learn
more about something?

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Do they need it right now or
are they still comparison shopping?

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Are they looking to see their
favorite skateboarder's results or

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are they buying X-Games tickets?

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Are they trying to tour
a retirement community or

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are they ready to take the next step and
buy a retirement home?

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We also need to understand the limitations
of different personas in groups.

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Most grandmas probably don't
want complicated sites.

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They just want the basics.

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On the other hand,
a teenage boy may want extra content.

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Videos and
photos to give them a more in depth,

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behind the scenes look at how his
favorite athletes are holding up.

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Similar groups of users may have
similar preferences and limitations.

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Most teenagers have
shorter attention spans,

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while many grandmothers aren't as
technically savvy as younger generations.

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Although we won't be going in depth
into accessibility in this course,

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it's important to plan for
the accessibility needs of our users.

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As people age,
their eyesight tends to deteriorate.

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Therefore, when designing for

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an older generation, we should be
conscious of font size and contrast.

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Overall, we should design with
the most common user personas in mind.

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And don't be afraid if it's not
a perfect match for an individual user.

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It won't be, and that's okay.

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People are unique.

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But our personas will represent
the most common traits.

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If our app isn't mostly geared to
grandparents, let's make it minimal

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with large, easy to read text to help
them find what they're looking for.

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If it's a more content-driven site for
younger users, it's more acceptable

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to provide an immersive experience,
rather than an expedited one.