The Design Process – Step 1: Identify Your Target Audience (cont.)

In the last post we looked at why it is important to have a clear and definite target audience in mind when designing a BI product. While most people will probably agree with the approach, many may not be sure how to correctly identify and classify their end users. There are a number of methods which can be used to achieve this goal, some of which are listed below.

  1. Recognised Profiles
  2. Develop an overview of user roles
  3. Figure out how your product will be used
  4. Correlate information into use cases
  • First off, you must identify the potential users of the BI product. A user profile starts with the position of the user in their organisation. Once this has been done, you will be able to incorporate the responsibilities and day-to-day tasks of the individual in question. You must consider why they will use your product, and how the will use it. You must also take into account the potential IT knowledge of this hypothetical individual.
  • The user roles and user profiles are generally quite similar. Here you must focus on the position and job title of your target users. Consider their typical tasks, and how they can use your product to achieve their goals.
  • Now you must imagine situations in which your product may be used. What will the user be trying to achieve? What information will the need? How will they want this information to be presented? These are all question you should be asking at this point. Once you have considered a number of possible situations, you must put all of the user requirements together to create a more multidimensional and versatile product.
  • After you have identified your potential users, their requirements and the situations in which they will be using your BI product, you must now compile all of the information into a single usable product.

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