This is part 3 of a series of posts describing the steps in developing a web site based on Web 2.0 technologies.
Having made it through our previous post, you hopefully have a solid idea of what your site will be about. Now, the question is:
“Who is your target audience and why does it matter?”
This may seem like a pretty straight-forward question. However, it is essential that it be answered early on in the design process and with extreme precision. Even if your end goal is for everyone in the world to use your site, you still need to focus your energy and site toward a specific demographic in the beginning. If you don’t believe me, just look at the most successful internet companies in today’s market – Twitter, Facebook, Apple, and Google. All four began by targeting a very specific user group and have allowed those initial users to spread the word and ignite a passion for their services:
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Apple - Has always focused on it’s core user base of students, artists, and more recently young professionals.
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Google - Begins the deployment of every new product with a Beta release specifically so that they can focus on impressing the technical elite first and foremost.
So, who will your site focus on? You should make sure that the answer to this question results in a total user base of somewhere between 100 and 10,000 users. Staying above 100 will ensure that you are not completely vulnerable to a single user have a bad first impression of your site. In contrast, by setting your sights within a maximum user base, you can avoid a number of issues including scalability and can help foster a sense of community around your site. In particular, if your site will include the generation of material by the users, you should ensure that your initial user base is small enough that 1) you can monitor all of the incoming material and 2) that the users will get to know one another and feel comfortable enough to share their information.
Hopefully by now you are convinced that selected a specific demographic for your initial user base will be key to the success of your site. Now, the question becomes which demographic should you target. Here are a couple of guidelines to follow:
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They should have enough knowledge coming in that you don’t need to convince them of the benefit of your site.
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They should be able to provide a benefit to the site. In otherwords, they should either be able to give you feedback that will help you fix initial problems or provide content that will increase the attractiveness of the site to a greater number of users.
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The more they understand technology the easy it will be… Your initial design will undoubtedly be too complex and confusing for most people. Therefore, the more adept they are technically, the less likely they will immediately walk away frustrated without providing any feedback for you to use to improve your site.
By narrowing down your initial user base this early on, the decisions to be made over the remainder of the design process will be easier and more likely to be correct. These decision will likely include:
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Should I provide a method for users to directly upload their own content, a mechanism for them to create the content directly on the site, or require them to pass the content through yourself?
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How many options/features should I give the users? The more technically savvy – the more options/features you can provide (You can then add/remove/modify these features based on the initial user comments before the community size grows outside of your initial demographic).
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How much will these users care about the artistic look of the site? The answer to this question will let you know how much of your time and money needs to be focused on aesthetics.
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Is the “Free” model the right approach?
These are just a few of the questions that you will now be able to answer. Coming up next, we will look at the Development Frameworks currently available and try to help you understand why you might choose one of another for your specific project.














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