Do not index
Do not index
4 Types of Users You Should Design For
When you’re designing, it’s easy to just focus on the people using the product. But there are actually 4 key groups you should keep in mind:
1) End Users
These are the people who actually use your product.
Design with their needs and pain points in mind. Conduct research, test, and iterate based on their feedback.
Ultimately, they will determine if your product succeeds or fails.
2) Target Customers
These folks don’t use your product, but they buy it.
Some underlying things to consider:
- If the buyer doesn't see the value, they won't buy
- If you make it too hard to purchase, they won't buy
- If you don't play nice with their existing products, they won't buy
3) Internal Stakeholders
These are the people working directly on the project—developers, PMs, marketers.
They might not use the product, but their input is key to getting your design right.
4) Internal Decision Makers
The ones who give the green light on the project—usually executives or senior leaders.
Their approval is crucial for moving forward, so make sure you’re aligned with their goals.
Why You Can’t Ignore Any of These Groups
It’s tempting to just focus on the end user or the customer, but all four groups matter:
- Internal Stakeholders and Decision Makers should be involved early on. They give feedback during design critiques and help you stay aligned with the bigger picture.
- End Users and Target Customers need to be tested once you have a solid direction. They’ll refine your design and give it a reality check.