Apple to Developers: Determine Who…

“Determine who your users are.”

Am in the midst of reading the iOS Apple Developer Guide, (one of many guides for people preparing
apps (applications including games or educational stuff) that people can use on their iPhone or iPad.

Yep, I’m developing a little tool to help network marketers who don’t like numbers, to figure out
the money with a few clicks.

Since Apple is the best marketing company in the world, and now, the richest as well, thought you’d like to see an example of how they suggest developers think about “who your users are.”

Direct from Apple’s Manual:

1. List All the Features You Think Users Might Like

Go ahead and brainstorm here. At this point, you’re trying to capture all the tasks related to your main product idea. Don’t worry if your list is long; you’ll narrow it down later.

For example, imagine that your initial idea is to develop an app that helps people shop for groceries. As you think about this activity, you come up with a list of related tasks (potential features) that users might be interested in, such as:

  • Creating lists
  • Getting recipes
  • Comparing prices
  • Locating stores
  • Annotating recipes
  • Getting and using coupons
  • Viewing cooking demos
  • Exploring different cuisines
  • Finding ingredient substitutions

2. Determine Who Your Users Are

Apart from the likelihood that your users are mobile and that they expect beautiful graphics, simple interactions, and high performance, what distinguishes them? In the context of the app you’re planning, what is most important to your users? Using the grocery-shopping example, you might ask whether your users:

  • Usually cook at home or prefer ready-made meals
  • Are committed coupon-users or think that coupons aren’t worth the effort
  • Enjoy hunting for specialty ingredients or seldom venture beyond the basics
  • Follow recipes strictly or use recipes as inspiration
  • Buy small amounts frequently or buy in bulk infrequently
  • Want to keep several in-progress lists for different purposes or just want to remember a few things to buy on the way home
  • Insist on specific brands or make do with the most convenient alternatives
  • Tend to buy a similar set of items on each shopping trip or buy items listed in a recipe

After musing on these questions, imagine that you decide on three characteristics that best describe your target audience: Love to experiment with recipes, are often in a hurry, and are thrifty (if it doesn’t take too much effort).

END OF TEXT in the Apple Developer Guide.

Go ahead and do a similar exercise for the product or program you are marketing.  Remember, while ‘everyone’ might want health and wealth, will they all forage for the clean foods to get them that health?
Do they all want to take on the responsibility of building up a business of one’s own?

Go ahead and see how many contrasting pairs you can describe for your own customers…Do they prefer alternative medicine or would they rather stick with their doctor?  Would they rather play the lottery or build a business?

These are choices the people have made and which they live by, and your mission is to ask for those who have made the choices that represent what you have to offer.  Be it a program, product, service or business.

You ready to determine who your users are?

Use the comments below to jot down your thoughts…Love to see them and so would others!


About the author

Kim Klaver


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