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Chapter 3. Knowing Your Customers: Princ... > Understand Your Customers as People

Understand Your Customers as People

If you understand the needs of your customers, you can use the information about them to shape your design. There are two ways of thinking about this. One way is to understand people as individuals. The other way is to understand the basic characteristics of people in general.

Your Customers Are Different

Understanding people as individuals means having detailed profiles of customers, such as their demographics, attitudes, behaviors, knowledge, skills, and any other characteristics that can have a strong influence on the overall structure, design, and content of a Web site. For example, do the target customers care a lot about aesthetics, or do they prefer a simple and functional Web site? Who are the people who will visit the site? Are they children, young adults, seniors, or a combination of these? What level of education do they have? What other Web sites do they currently use? How experienced are they in using computers and the Web?


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