Who are you designing for?


Tammy Sachs, founder & CEO of Sachs Insights, welcomes us

Last night I attended an event held by Sachs Insights, a marketing consultancy group that heavily utilizes user research techniques, which was part of the events for NYCxDesign week. The key focus of the presentation was a question that many of us UXers ask ourselves: Who are you designing for?

As I arrived, I was greeted by a handful of people who work at Sachs Insights, grabbed some yummy snacks, and went to get a good seat for the presentation.

Smart Design by Julie Riederer

One key aspect to smart design is to realize that perception does not equal reality. Julie Riederer, one of the Research Directors at Sachs Insights, lays the groundwork on how to make your design a success:

  1. Make sure your target audience is real
  2. Speak to the right audience, not just your “aspirational” audience
  3. One size approach does not fit all
  4. Speak your audience’s language: capture their words and their expectations
  5. Design to make key tasks prominent and easily accessible

Julie Riederer during her presentation (sorry for the crappy shot)

Smart design can further be narrowed down into two categories: those for B2C companies (Business-to-Consumer) and those for B2B companies (Business-to-Business). My interests lie more in the B2C space, so I’ll give you guys an overview of the B2C talk by Leslie Brown, another Research Director at Sachs Insights.

“Only design a kitchen sink if you are building a kitchen!”

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