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Beyond the Usability Lab by Donna Tedesco, Thomas Tullis, William Albert

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2.1. Target Users

The first questions to ask at the beginning of any user-centered design project are “Who are the users?” and “What are their primary goals using this product?” It seems obvious, but often this information isn't thought through or specified in detail by product stakeholders. Ultimately, if the study doesn't target the right users, it runs the risk of yielding largely irrelevant data, and all of your hard work will be for naught!

The goal is to identify all unique user groups of the product. Sometimes the answer is obvious, and the product owners will intimately know who their users are. Other times product owners think they know who's using the product but don't have any evidence to back up their assumptions. They might assume ...

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