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Chapter 9. Designing for Pleasure > Design for Just One Person

Design for Just One Person

If you want to create a product that satisfies a broad audience of users, logic will tell you to make it as broad in its functionality as possible to accommodate the most people. Logic is wrong. You will have far greater success by designing for a single person.

Imagine that you are designing an automobile to please a wide spectrum of people. You could easily identify at least three subgroups: the soccer mom, the carpenter, and the junior executive. Mom wants a safe, stable vehicle with lots of space and big doors for hauling the kids, dogs, groceries, and other stuff. Joe, the carpenter, wants a rugged vehicle with all-wheel drive and abundant room for ladders, lumber, bags of cement, and tools. Seth, the young executive, wants a sporty car with a powerful engine, stiff suspension, convertible top, and only enough room for two.


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