{"id":1,"date":"2017-04-27T10:01:08","date_gmt":"2017-04-27T08:01:08","guid":{"rendered":"http:\/?p=1"},"modified":"2018-10-13T20:50:12","modified_gmt":"2018-10-13T18:50:12","slug":"hello-world","status":"publish","type":"post","link":"https:\/\/fakay.com\/oladimeji-joseph-fakayode\/2017\/04\/27\/hello-world\/","title":{"rendered":"\u201c1,7 billion Facebook users\u201d is a terrible target customer segment"},"content":{"rendered":"\n

Why designing a product for billions of Facebook users at the same time will not lead anywhere.<\/h2>\n\n\n\n

I recently asked a team of designers the ultimate design question. \u201cWho are we designing for?\u201d. To which I received the response:<\/p>\n\n\n\n

\u201cAnyone who has used Facebook before<\/strong>\u201d.<\/p>\n\n\n\n

\u201cBut there are over 1,7 billion users on Facebook today. From the entire world, across different age groups, interests, motivations, and income brackets.\u201d I responded.<\/p>\n\n\n\n

Design has always been an ambiguous word and discipline to me. In civil engineering, we learned to get architectural drawings from architects. We then turn them to standing structures with\u00a0forms<\/em>\u00a0and\u00a0functionality<\/em>. And what humans can trust. I mean buildings that are homes to people. Roads they travel on. Offices they spend more than 8 hours of the day in. Schools they learn at.<\/p>\n\n\n\n

Civil engineers are designers of sustainable structures with several components. The roof truss, the beams, the columns, the lintels, the window seals. All these interconnected components of a structure are designed to not only serve a purpose, but to stand and withstand stress. This requires complex procedures with mathematical computations, science and strength of materials.<\/p>\n\n\n\n

But at the heart of this design process is the \u201cuser\u201d of the structure.<\/p><\/blockquote>\n\n\n\n

How are the inhabitants of a structure most likely to use it? What purpose is the structure designed for?<\/p>\n\n\n\n

I haven\u2019t practiced civil engineering for almost a decade. Yet, this knowledge and mindset remains. So when I got my first job as a product marketer in a technology company in Helsinki, I sought how to apply this knowledge in selling our product. I was exposed to design jargons such as\u00a0user persona<\/em>, and what information to gather about a persona for different purpose in the design process. I found a way to bring my knowledge in structural design to building and selling software products.<\/p>\n\n\n\n

But I soon discovered most teams don\u2019t always have a clear user or purpose to work with, even when a product is ready for distribution.<\/p><\/blockquote>\n\n\n\n

Who is this product built for? What is it supposed to help the user achieve? Where is the user today and how do they solve their problem today?<\/p>\n\n\n\n

Well,<\/p>\n\n\n\n

\u201cthe product has this feature, and can do X\u201d.<\/p>\n\n\n\n

\u201cOh, the UI is not as responsive and it looks cluttered\u201d.<\/p>\n\n\n\n

\u201cThere\u2019s been a lot of complains on Twitter about how horrible the colours and icons are\u201d.<\/p>\n\n\n\n

These are classic answers from design, product and marketing teams when asked such questions. But is any of the above the number one reason people will use your product?<\/p>\n\n\n\n

During one of my latest projects, I worked with a group of designers at an early stage startup, who have developed an MVP without a clear user in mind. As soon as I joined the team, I asked the designers the ultimate question: \u201cWho are we designing for\u201d. This time, I got a different kind of answer.<\/p>\n\n\n\n

\u201cAnyone who has used Facebook before\u201d, one of the designers said.<\/p>\n\n\n\n

\"\"\/<\/figure>\n\n\n\n

The problem is, there are over 1.7 billion users of Facebook today. And it\u2019s a suicide mission for any small company to want to please a market this large.<\/strong><\/p><\/blockquote>\n\n\n\n

The over 1.7 billion Facebook users visit the social network for diverse reasons. This user group range from 13 to 65 years plus. When Facebook started, it started from a college campus, serving people in the age group 18\u201324. Later, it expanded. This was a time web 2.0 was gaining traction, and the window of opportunity for building a platform for social communication was wide open. With the number of softwares, available data and competition for attention, targeting 1.7 billion Facebook users is odd.<\/p>\n\n\n\n

This is like building a highway for airplanes, trucks, floating sea vessels, underwater vehicles, trains and any means of transport, simultaneously.<\/strong><\/p><\/blockquote>\n\n\n\n

I have seen too many companies fail from lack of clear target users or trying to serve too many users from day one. CB insights reported\u00a0lack of market need<\/strong><\/a>\u00a0as one of the top reasons startups fail. And behind those needs are users and customers.<\/p>\n\n\n\n

Last summer, I read \u201cCad Monkeys, Dinosaur Babies and T-Shaped People\u201d by Warren Berger\u2013 a design book that exposed me to\u00a0glimmer principles<\/a>\u2013and brought me closer to the works of design icons such as\u00a0Yves Behar<\/a>,\u00a0Dean Kamen<\/a>,\u00a0Bruce Mau<\/a>\u00a0and IDEO\u2019s\u00a0David Kelley<\/a>. I do not only admire their work with different organisations all over the world. Their social projects are evidences of transformational design. Behind all their big world-changing designs are clear, small user groups.<\/p>\n\n\n\n

So dear designer and every team aiming to build a product people will care about, start with a narrow user group in mind. This doesn\u2019t make your bold vision or hallucination, whatever it is you have, light.<\/p>\n\n\n\n

It only helps to lay the foundation for a successful company. One that builds a product that meets a need in the market.<\/p>\n\n\n\n

And more important, involve the same user as often as possible in your design feedback loop.<\/p>\n","protected":false},"excerpt":{"rendered":"

Why designing a product for billions of Facebook users at the same time will not lead anywhere. I recently asked a team of designers the ultimate design question. \u201cWho are we designing for?\u201d. To which I received the response: \u201cAnyone who has used Facebook before\u201d. \u201cBut there are over 1,7 billion users on Facebook today. From the entire world, across different age groups, interests, motivations,… <\/p>\n

Read More<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[3],"tags":[27,28,26],"class_list":["post-1","post","type-post","status-publish","format-standard","hentry","category-technology-business-design","tag-design","tag-user-research","tag-ux"],"yoast_head":"\n\u201c1,7 billion Facebook users\u201d is a terrible target customer segment - Ideas, tools, and experiences for original thinking<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fakay.com\/oladimeji-joseph-fakayode\/2017\/04\/27\/hello-world\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201c1,7 billion Facebook users\u201d is a terrible target customer segment - Ideas, tools, and experiences for original thinking\" \/>\n<meta property=\"og:description\" content=\"Why designing a product for billions of Facebook users at the same time will not lead anywhere. I recently asked a team of designers the ultimate design question. \u201cWho are we designing for?\u201d. To which I received the response: \u201cAnyone who has used Facebook before\u201d. \u201cBut there are over 1,7 billion users on Facebook today. From the entire world, across different age groups, interests, motivations,... 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