Users switch target groups

[Arzina222]

A different user interface for every conceivable 'single person' is of course not realistic. Designing for every persona (target group) comes closest to what is feasible. A persona paints a vivid picture of a user in the mind of the designer. As a result, the designer designs different user interfaces , one for each target group, each with its own mode. And that is precisely the pitfall of personas. It encourages modes and I see it happening more and more often.

A mode is a situation or context of software in which it responds differently to the same action from you than in other situations. In this case, the software responds differently to each target group. Modes in particular cause many problems in the area of ​​usability. Think of users who change target groups and how difficult and expensive maintenance becomes.


A user simply switches from one target group to another and back or belongs to two target groups at the same time: a bricklayer on Werkspot (where he offers his service) seeks help (as a customer of a service) from a plumber in furnishing a bathroom. It is certain that users switch target groups without realizing it. Sometimes switching target groups takes longer. They change jobs or try to help someone else who does not fit into their target group.

work spot

Nothing is more annoying for the user than switching 'target group mode'. The user does not care which target group he is in, he wants to achieve his goal. He even gets annoyed by having to turkey phone data master a different user interface every time. Or worse: he can no longer choose a 'different target group'.

User interfaces for every persona is unsustainable
user interfaces personasThe problem is also that you develop user interfaces that you can no longer maintain in the long term. What do we do with a new target group? Should we split an existing target group? Is our definition of a target group still correct? Are we going to adjust the definition, which puts all target groups on a slippery slope?

Design user interfaces for goals
Goals don’t change that way. It could be that users no longer find the goal interesting and new users are looking for it. The user is aware of that. New customers choose you based on what they can achieve with your product, not whether they happen to fall within your defined target groups. For users, a goal is the core of your product. Users are carriers of goals.