Audience Research User Centred Design

The target audience for H’ana brand is American, urban/suburban, girls, and women aged 18 to 26. They are the young ladies who are moving into a new phase of life, for example, entering college, discovering their identity, getting new jobs, and learning to live an independent life. These ladies’ personalities are much more rebellious and wanted to have the freedom to do whatever they like. (Bump, n.d.)

The psychological changes in the late adolescence shapes the young adults' personality and insecurities. (Psychology Today, 2019) They may face difficult choices about friendship, academics, sexuality, and alcohol. They would focus on themselves and having the feeling of being judged. Most of them will lose confidence especially when they start high school, working, or even forming new friendships and relationships. (Reachout.com, 2019) Furthermore, they will also like to define themselves by what they do. Two important keys help in shaping their personality which is career and hobby. (Morning Consult, n.d)

By employing user stories, this helps to translate the idea for marketing campaigns and ultimately to interact with users of the products. (Pfluger, 2017). Knowing not only users’ demographics but also psychographics creates value in building a storyline that would connect to target audiences. For example, helping the user in finding their ambition and confidence by taking part in our Transmedia Marketing campaign, motivates users on how to build confidence and finding out what they want to do.



  

With the user stories and persona, this helps to generate understanding and insights to users more closely, especially in the forefront of design decisions in order to create user-centred design. (Tran, T.H., 2019) Applauding to that, user stories help to bridge the gap between users and designers / developers. As user stories are written from the perspective of target audiences, they closely define the end result or goals for designers and developers alike to meet. (Software Planet Group, 2018) User-centered design is also a framework in which a designer would consider the user in every phase of the design process. The design process would allow the user to reach our goals.


User Stories

> As a drummer, I want to be successful, because this is my passion <
> As a journalist, I want to be knowledgeable in the society, because this is my dream <
> As a skateboarder, I want to be skillful enough to win a competition, because this is what I wanted to achieve <

References
Psychology Today. (2019). Adolescence | Psychology Today. [online] Available at: https://www.psychologytoday.com/us/basics/adolescence.

Reachout.com. (2019). Self-esteem and teenagers - ReachOut Parents. [online] Available at: https://parents.au.reachout.com/common-concerns/everyday-issues/self-esteem-and-teenagers

Morning Consult. (n.d.). Report Preview: Understanding Gen Z. [online] Available at: https://morningconsult.com/form/gen-z-report-download/

Software Planet Group. (2018). User Stories: Bridging the Gap Between Customers and Developers (Updated) | SPG Blog. [online] Available at: https://softwareplanetgroup.co.uk/user-stories-bridging-the-gap-between-customers-and-developers-updated/ [Accessed 24 May 2020].

‌Pfluger, K. (2017). How to write user stories for more customer-focused marketing results. [online] Medium. Available at: https://medium.com/@kay_flew/how-to-write-user-stories-for-more-customer-focused-marketing-results-bd79f707505e [Accessed 24 May 2020].

Tran, T.H. (2019). User-centered design: Definition, examples, and tips. [online] User-centered design: Definition, examples, and tips. Available at: https://www.invisionapp.com/inside-design/user-centered-design-definition-examples-and-tips/ [Accessed 25 May 2020].

Bump, P. (n.d.). 52 Gen Z Stats Marketers Need to Know in 2020. [online] blog.hubspot.com. Available at: https://blog.hubspot.com/marketing/gen-z-stats. ‌

Books reference

McElroy, K., 2017. Prototyping for Designers: Developing the Best Digital and Physical Products. 1st ed. Sebastopol, California: O’Reilly Media, Inc.