Customer Segments

Customer Segmentation

Customer segmentation focuses on dividing a broad market into small groups with shared, broad characteristics. These characteristics may include things such as age, gender, interests, etc. Segmentation is one of the first steps taken towards defining the customer base of a business. It allows us to begin to shape our business around the needs and wants of these segmented groups. Learn more below.

An experience designed for everybody helps nobody

One unforeseen result from our journey mapping best practices survey was that a surprising number of practitioners – almost one-third – do not use segments or personas in their journey maps.

If you don’t use personas in your maps, then you probably don’t design around specific types of customers. And that’s a real risk.

Because customers are different. And if you’re not using personas to capture those differences to design your experiences, it’s likely that you’re missing some important nuances in your experience design.

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