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Putting your users first: How to build products that truly resonate with your users


As a Product Owner, you understand the value of placing your users at the heart of your projects. You've already embraced the importance of user-centricity in the research, design, and development phases of your initiatives. Building personas based on your Ideal Customer Profile (ICP) and users, and involving them throughout the research journey, are just some of the ways you prioritize their needs. However, if you truly want to be user-centric, your commitment to putting users first shouldn't end with the research phase. To create a website with content that resonates deeply with your users, you must embrace segment targeting.

Why user-centricity matters

Before we dive deeper into segment targeting, let's quickly recap why user-centricity is crucial for successful product development. As a Product Owner, your ultimate goal is to create solutions that meet the needs and desires of your users. Understanding their pain points, preferences, and behaviors empowers you to craft products that truly solve their problems and enrich their lives.

In addition, adopting a user-centric approach can help you identify new opportunities for growth and innovation. By truly understanding your users, you can uncover pain points they may not even be aware of and develop solutions that exceed their expectations. This can lead to increased customer loyalty and positive word-of-mouth marketing, which can be invaluable for growing your business.

Moreover, a user-centric approach can help you stay ahead of the competition. By constantly seeking feedback from your users and iterating your products based on their needs, you can ensure that your solutions remain relevant and cutting-edge. This can be especially important in today's always changing digital world, where new technologies and trends are emerging all the time.

In today's competitive digital world, a user-centric approach is not just a nice-to-have; it's a fundamental requirement for staying relevant and successful.

Beyond the research phase

After the research phase, you already have a good understanding of your users. You know their basic demographics, what they need, and how they interact with your product. Armed with this knowledge, you might be tempted to create a one-size-fits-all website, hoping it will resonate with all users. However, this approach often falls short. Every user is unique, and their preferences, expectations, and motivations vary. To truly cater to their individual needs, you need to go beyond the average user and implement a more segmented approach.

One way to achieve this is to divide your users into groups based on common characteristics such as age, gender, or interests. By doing so, you can create targeted messaging and content that speaks directly to each group. For example, if you have a product that appeals to both college students and retirees, you might create separate landing pages for each group with tailored messaging and imagery.

Another approach is to use personalized content based on user behavior. This involves analyzing user data to understand how they interact with your website and tailoring the content to their preferences. For instance, if a user frequently visits pages related to a specific product, you might display related products on their homepage or recommend them similar items.

Both ways come together in what we like to call: segment targeting.

Introducing segment targeting

Segment targeting involves dividing your user base into distinct groups or segments based on shared characteristics, behaviors, or preferences. By doing so, you can tailor the content and user experience to match the specific needs and expectations of each segment. Instead of treating all users alike, segment targeting allows you to deliver personalized experiences that resonate deeply with your audience. Personalizing content brings many benefits, such as:

  1. Enhanced User Experience: By presenting users with content that aligns with their specific needs, interests, and preferences, you create a more engaging and enjoyable user experience.
  2. Improved Conversion Rates: Personalization often leads to increased conversion rates as users are more likely to take action when they feel understood and valued.
  3. Higher Customer Satisfaction: Satisfied customers are more likely to become loyal advocates for your brand, promoting it through word-of-mouth and positive reviews.
  4. Optimized Marketing Efforts: Segment-based targeting enables more focused and effective marketing campaigns, as you can tailor your messages to resonate with each segment.

The roadmap to success

As a user-centric Product Owner, your journey doesn't end with the completion of the research phase. Put segment targeting on your roadmap to ensure that your users feel at home on your website. Continuously analyze user data and feedback, adjust your segments as needed, and fine-tune your content and experiences. Remember, true user-centricity is an ongoing commitment that evolves with your users' needs.

By adopting segment targeting, you'll not only create a more personalized experience for your users but also drive better business results. Happy users lead to successful products, and successful products lead to a thriving business. So, let your users guide your way to excellence!

If you're curious about how segment targeting works, make sure to read our other blogs on this subject.