"When marketing groups segment users, they do so in order to sell to people, and so traditional demographics (age, income, gender, and so on) make sense, because these attributes often correlate to market acceptance or likelihood of purchase.
"But in creating a website, we're not just selling something to people—we're building something that they will actually use. Thus, we want to focus on attributes that reveal how people will actually use the site: goals (what users want to do), behaviors (how they do it), and attitudes (how they perceive the experience or themselves)."
From The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web, by Steve Mulder with Ziv Yaar
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