“UX Architecture without conducting user research completely contradicts the concept of UX. User research helps designers and stakeholders understand users and their needs and identifies the requirements to a product. Put simply, it removes assumptions from the design process, and replaces them with actual and real data..”
                                                                                                                                                        Hany Rizk

The look and feel and convenience of user experience interaction affects the user’s initial impression the satisfaction level from the product usage while the controls elements placement determines the usability. Therefore the target audience analysis is an important step in creating both UI and UX design for a new project. The product interface target users understanding allows for timely analysis and contributes to improving the profitability of the product in general. Hence, the question arises how to determine the target audience of the product?

Target audience of the product

So, the target audience is a specific group of people / customers seeking to meet the needs that your product meets. In other words, your company sells a certain product or service that can solve a specific problem of people, respectively, you need to find people who might be interested in your products or services, and these people will be your target audience.

User research is the designer’s starting point in every new project. It helps to learn the user, his goals and needs, as well as the motives of his behavior. The product target audience analysis is also able to show how easy it is to navigate the system, what difficulties the user has and what sensations appear when the user interacts with the product interface, as well as how effective the user interface is able to solve his problem. And solving the user’s problem is an integral part of the future success of any product in general.

That’s why among the main goals of designing any product interface are: 

1. Understanding the goals of potential customers and the context of the product.

2. Based on the objectives of the customers and the context of use, design the product interface within the business and technology limitations.

Designing the user interface with the future user in mind

Each time we interact with the software interface, we perceive it as a user. So, the key task of designing UX is to make the user experience as smooth and easy as possible.

When designing web interfaces, a good designer should clearly understand and be aware of the future product target audience habits,  way of thinking and all possible interacting ways with the interface.

At this level,  so-called interface analysis through the eyes of the target audience takes place, and this vision helps the designer to find truly convenient combinations and problem solutions. However,  it is worth remembering that the UX design process should also be aimed at helping the product achieve its business goals. The main challenge here is to make it unnoticeable and professional way to make business goals go hand in hand with the goals of the final user.

The needs of the target audience, its mood and life goals determine the features of the interface design and its ergonomics. The market and competitors’ products analysis allows us to identify the main mistakes and inaccuracies of the design, which will subsequently help to create a new and high-quality interface. The designer should have excellent knowledge in the field of information architecture to achieve this, and be able to apply them, turning the textual requirements for the future product functionality and conversion routes into ready-made and working page layouts

How can the knowledge of a target audience affect a product?

The learnability, integrity and UI logic directly affect the desire to use a web product. The combination of these things increases visitors conversion into real customers. Hence if the website design follows these principles, its users will appreciate the comfort. One of the main product interface design tasks is to give the user a convenient way to work with the information he needs in the shortest possible time. It is easy to improve the following points in the business due to the knowledge of the product target audience:

1. Product

The more designer learns about the product users, competitors and the market in general, the more thoroughly it is possible to work through the user interface, improving maximally it and adapting it to the needs of the end user.

2. Budgets

The market analysis shows the accumulated experience of other companies, people desires and expectations, their interests and worldview. All the above listed can give a good understanding of the move which will be the winning one. More than while analyzing the information the possibility emerges to prevent unsuccessful ones and to apply effective actions, thereby minimizing costs, which is extremely important when it comes to startups.

3. Price and service

Positive customer experience now plays a decisive part. A high-quality service, a well-defined and convenient user interface will help to build a cycle of repeat sales and increase customer loyalty to the product. Careful attention to the customer and his problems creates a unique experience that can be a decisive advantage when choosing a service.

A careful study of all possible advantages in the market, competitors successful experience borrowing and adaptation, as well as analysis and prevention of their mistakes will help to create a unique and at the same time useful product that really solves the problem of specific users.

Thus, target audience expectations and problems understanding make it possible to solve these problems with an efficiently designed interface, and the interface that solves the user’s problems, as a result, increases sales and promotes business growth. Therefore, the main task of any designer is to combine the goals of the user with the 
business goals. The user solves his problem, and a well-designed user interface helps the user to do this quickly, easily and with minimal time and energy.

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