A Job-Based Approach to Segment Research

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based on a previous medium post which i am migrating here

What jobs are our segments trying to accomplish and why?

Over the past several months I’ve experimented with various approaches to better understanding the people we are designing for, and each time have slightly tweaked to better meet my need and context.

Each exploration always starts with me facilitating a meeting with a cross-functional team, and the goal of identifying all the assumptions we are making about our target markets, so that we could later start our validation process.

Who am I designing for?

For the most part, the base segments of my projects are higher education students, instructors and administrators for a variety of disciplines. Depending on the course, the amount of variance between students is pretty huge, which obviously makes understanding our target audience challenging. Continue reading “A Job-Based Approach to Segment Research”