Chapter 4 designing for the user
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Chapter 4: Designing for the User . iPhone App. Agenda. Accurately characterize the relationship among the following terms: target market, demographics, market segmentation, and niche market Identify market segments for an iPhone App Create an As-Is and To-Be process diagram

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Agenda
Agenda

  • Accurately characterize the relationship among the following terms: target market, demographics, market segmentation, and niche market

  • Identify market segments for an iPhone App

  • Create an As-Is and To-Be process diagram

  • Create an iPhone app mockup using PowerPoint


Appealing to a target market
Appealing to a Target Market

  • Market Segments –groups of potential customers for a company’s product or service

  • Target Market – a chosen market segment to pursue

  • Majority Fallacy – go after the segments that make up the majority of the market

    • Targeting all females is an inefficient use of marketing funds

  • Niche Market –a smaller, highly defined market segment

    • Males, age 21-25 who live in Savannah, GA and drive Subaru Foresters

  • Brand Power – specific image evoked by a brand name, usually proportional to its focus

    • Lexus: Luxury

    • Mini Cooper: Sporty


Example market segments
Example Market Segments

Not a good

target market

for low-rise

jeans

The best value for

Marketing dollars

isn’t usually the

largest market

segment

Males

Age

65-80

Age15-25

NYC

Residents

Licensed

Pilots

Dog

Owners

Females

BMW

Drivers

Good target

market for low-

rise jeans

Highly defined

niche market





Create a persona to help focus your design
Create a persona to help focus your design

Fred age 27, earns $60K and just recently moved to the East Side of Cleveland. Fred lives in a 1 bedroom apartment with his dog, Ajax. On weekends Fred likes to mountain bike with his dog and hang out with his fiancée, Mary.

This biking trail app will enable Fred to

identify areas to go mountain biking,

and because it is ‘animal friendly’, it can

also show him maps of areas he can

ride with Ajax off leash and the

location of areas where they can both

stop to rest and get some water.


Laws of generic and color
Laws of Generic and Color

Unique Color

Generic Brand Name

Generic Color

Generic Brand Name

Unique Color

Unique Brand Name






Design logos to project a specific message
Design logos to project a specific message

The winner

Other

contenders:




Summary conclusion
Summary/Conclusion

  • Design systems according to the users’ needs.

  • Identify your users with market segmentation and target marketing. Segment markets using demographic criteria such as age, gender, income, and so forth.

  • Pick a segment to target. Then design an appeal for that target.

  • To help focus your design, create a persona in the target market for whom you design the application.

  • Differentiate your brand by using unique names and colors.

  • Logos and fonts used in logos convey specific images and should be chosen carefully.

  • The iPhone’s four major standardized interface parts are the status bar, navigation bar, activity indicator, and tab bar.


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