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Chapter 4: Designing for the User

Chapter 4: Designing for the User . iPhone App. Agenda. Accurately characterize the relationship among the following terms: target market, demographics, market segmentation, and niche market Identify market segments for an iPhone App Create an As-Is and To-Be process diagram

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Chapter 4: Designing for the User

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  1. Chapter 4: Designing for the User iPhone App

  2. Agenda • Accurately characterize the relationship among the following terms: target market, demographics, market segmentation, and niche market • Identify market segments for an iPhone App • Create an As-Is and To-Be process diagram • Create an iPhone app mockup using PowerPoint

  3. Appealing to a Target Market • Market Segments –groups of potential customers for a company’s product or service • Target Market – a chosen market segment to pursue • Majority Fallacy – go after the segments that make up the majority of the market • Targeting all females is an inefficient use of marketing funds • Niche Market –a smaller, highly defined market segment • Males, age 21-25 who live in Savannah, GA and drive Subaru Foresters • Brand Power – specific image evoked by a brand name, usually proportional to its focus • Lexus: Luxury • Mini Cooper: Sporty

  4. Example Market Segments Not a good target market for low-rise jeans The best value for Marketing dollars isn’t usually the largest market segment Males Age 65-80 Age15-25 NYC Residents Licensed Pilots Dog Owners Females BMW Drivers Good target market for low- rise jeans Highly defined niche market

  5. What are the target markets for these brands?

  6. Who is the target market for each app?

  7. Should one company have multiple target markets?

  8. Create a persona to help focus your design Fred age 27, earns $60K and just recently moved to the East Side of Cleveland. Fred lives in a 1 bedroom apartment with his dog, Ajax. On weekends Fred likes to mountain bike with his dog and hang out with his fiancée, Mary. This biking trail app will enable Fred to identify areas to go mountain biking, and because it is ‘animal friendly’, it can also show him maps of areas he can ride with Ajax off leash and the location of areas where they can both stop to rest and get some water.

  9. Laws of Generic and Color Unique Color Generic Brand Name Generic Color Generic Brand Name Unique Color Unique Brand Name

  10. Unique names and colors differentiate apps

  11. Generic names and colors are forgettable

  12. Use simple, distinct logos

  13. Update logo designs to stay current

  14. Design logos to project a specific message The winner Other contenders:

  15. Design a unique, app name and logo to stand out

  16. Parts of an iPhone App Interface

  17. Summary/Conclusion • Design systems according to the users’ needs. • Identify your users with market segmentation and target marketing. Segment markets using demographic criteria such as age, gender, income, and so forth. • Pick a segment to target. Then design an appeal for that target. • To help focus your design, create a persona in the target market for whom you design the application. • Differentiate your brand by using unique names and colors. • Logos and fonts used in logos convey specific images and should be chosen carefully. • The iPhone’s four major standardized interface parts are the status bar, navigation bar, activity indicator, and tab bar.

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