Q&A Digest - Addressing Multiple User Segments

🔥Week’s Question🔥

Answered by: Aneesha

When your product caters to multiple user segments with different needs, the question of customization vs. a single focus arises.

Over the past three weeks, Areesha and I have reviewed numerous projects on building a product roadmap, gaining valuable insights into how participants understand product management concepts.

It's fascinating to see the diversity of perspectives 🧠!

Interestingly, a recurring theme emerged among newcomers to product management. Many didn't realize that prioritizing target audiences plays a crucial role in the decision-making process.

Let’s talk about this today!

Should you Focus on All User Segments or Pick One?

When tackling a single problem, you might discover a diverse range of users, each with unique needs and expectations. This raises a crucial question: how do you cater to multiple user segments within your product?

Your product needn’t solve EVERY problem for EVERYONE.

Say you’re building a restaurant. You wouldn't try to offer everything on the menu at once. Instead, you'd identify your target customers (families, health-conscious individuals, etc.) and build your menu around their preferences.

User persona prioritization works the same way, helping you build a product that caters to the right audience.

However, that also doesn’t mean you have to ditch the other audience.

It’s all a game of prioritization and alignment of decisions to your product and company goals.

You can take 2 approaches here based on your findings: Customization or Focus.

Customized Value Proposition: Good in Theory, Tricky in Practice

Imagine a product that bends over backward for every single user. Different people have different needs, right?

So, this product would have a special set of features for each type of user, making it super easy and enjoyable to use. Sounds great, doesn't it? This is called hyper-customization.

Here's why it might seem like a perfect solution for most PMs:

Happy Users

Since the features exactly match what each user needs, they'd be more satisfied and find the product easier to use. It's like having a tool that fits your hand perfectly!

More Sign-Ups

By showcasing features relevant to specific user types, you'd attract more people who see the product as a great fit for them. Imagine an ad showing exactly what a teacher needs, instead of something generic. More teachers might be interested in signing up, right?

Sticky Users

People who feel like the product is built just for them are more likely to keep using it. It becomes like their special helper!

Now, time for the catch!

MUST READ: How do you segment and prioritize your user personas for different projects?

Building it Takes Time and Money

Creating features for every single user type takes a lot of effort from the people who build the product. It's like building a bunch of different tools instead of just one! This can be expensive and slow things down.

Too Many Options Can Confuse

If there are too many features, users might get overwhelmed and not know where to start. Imagine a toolbox with every tool imaginable - it would be hard to find what you need quickly.

Keeping Up with Changes is Hard

If you have different versions of the product with different features, it's difficult to make sure they all work well together and get updated regularly. It's like having to fix multiple tools at once!

The Power of Focus: Driving Maximum Impact

Imagine you're baking a cake. You could try to make a giant, multi-layered monstrosity with every flavor and frosting imaginable. It would be a complex project, taking a lot of time and ingredients.

You might even end up with a final product that's overwhelming and doesn't taste quite right because each flavor competes with the others.

On the other hand, you could focus on perfecting a single, classic cake. You could choose a chocolate cake, for example, and dedicate your energy to finding the perfect recipe, using high-quality ingredients, and mastering the baking techniques.

This focus would likely lead to a delicious and satisfying cake that everyone enjoys.

Here's why prioritizing a single persona can be a powerful strategy:

Streamlined Development

By focusing on the needs of a core user group, you can streamline the development process. Imagine building a single, well-defined room instead of an entire house.

This allows for faster development cycles and quicker iterations based on user feedback.

Intuitive User Experience

A clean and focused interface, designed with a specific user in mind, minimizes confusion for everyone who interacts with the product.

Think of a kitchen designed for chefs - even someone unfamiliar with professional cooking can navigate their way around and find the tools they need.

Targeted Communication

Marketing and messaging become laser-focused, speaking directly to the pain points and aspirations of your chosen persona.

Imagine crafting a restaurant advertisement that highlights features specifically relevant to families, instead of a generic message that might not resonate with everyone.

However, focusing on a single persona isn't without its drawbacks:

Limited Market Reach

By prioritizing one segment, you potentially miss out on a broader market with additional needs. It's like having a restaurant with only one type of cuisine - you might alienate customers with different tastes.

Lower Conversion Rates

Users outside the target persona might not find the product valuable if it doesn't address their specific needs. Imagine a productivity tool designed solely for project managers - a marketing professional might not find it relevant to their workflow.

Increased User Churn

If the product fails to meet the needs of other user segments, they might become frustrated and abandon it. Imagine a restaurant with amazing food for families but terrible service - families might not come back even if they enjoyed the meal.

That’s it for today!

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Cya!
Aneesha❤️ 

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• Areesha Shaikh

• Aneesha S

• Twice the Impact PM