Focus on the Target Audience

Our clients frequently request that we create a design in the manner that they prefer and show some samples that have piqued their interest. “We want the same thing,” they declare. We are pleased when the client knows exactly what they want. We usually ask them to show us examples of designs they enjoy. On the other side, such a method carries significant danger. Why is this the case, and what is the risk?

The explanation is simple: each target group needs a unique design. Just because you enjoy a design doesn’t imply it will be popular with your target audience. For example, a client prefers a dark mode site with the most motion effects, and their company supplies pet food. The design they select will be ineffective, resulting in losing the target audience and minimal conversions. This is an apparent example, but there are many others.
Designers and developers must frequently balance the desire to please the customer with the realization that implementing their proposal would not enhance their site.

It’s hard to please everyone all of the time.

There is no such thing as a favorite person or object. However, if you get to know them better, you can get the favor of a big number of individuals.

The target audience is usually made up of persons in a specific age range. Members of the same generation share comparable values, attitudes, and expectations, as well as similar shopping choices and reasons.

Let’s look at how user age influences user interface design.

Why is age so important?

Every 20–25 years, people are born with dramatically different worldviews, objectives, and lifestyles than their ancestors. Understanding this allows you to tailor your approach to various user groups.

The age of consumers is the first characteristic to consider when creating an interface. It is preferable to start with it before segmenting the target audience into groups based on other factors (gender, income, professional status, residence, family status, etc.)

1. Generation Alpha (2010–2020)

These are the grandchildren of millennials, tomorrow’s users and customers, and the future belongs to them.

According to global statistics, 90% of today’s youngsters have basic smartphone and tablet abilities by the age of two. Every second youngster gets a personal gadget by the age of five. Many people choose their stuff on their own.

Designers should avoid drawing similarities with their childhood while creating an interface. This is a whole new generation! For modern youngsters, the virtual world is as real as the actual one. They not only play, but also learn, and converse there; they live in it!

Alpha children enjoy amazing effects programs, humorous and weird movies, frightening games, and stories. They adore generating material with various tools, inventing characters, and making up stories with them. Children gain money by posting vlogs. They have social media profiles nearly from birth.

Websites and applications for Alpha kids contain simple navigation, brilliant clear colors, characters from various universes, music, animation, and gamification. They require not simply games but also opportunities for creative expression. Design for them is crucial, and it must address the needs of each age group. (Age 4 and age 5 are not the same!)

Features of the interface for Gen Alpha

• Clean and basic design
• Most straightforward navigation
• Interactive features that are large
• Voice prompts and minimal text
• Infographics and illustrations
• No pop-ups, no scrolling, and no links
• Bookmarking instead of searching
• Animation and gamification
• Content customization – innovative design possibilities
• User-generated content (UGC)

2. Generation Z or Zoomers (2000–2015)

This generation, known as the first digital generation, cannot comprehend life without the Internet. Uses a variety of gadgets, as well as virtual reality and 3D reality. It’s a generation of active shoppers, with more than 30% of their purchases made online.

Teenagers make up the majority of Generation Z, therefore we’ll concentrate on them.

Because Gen Z are quickly distracted and lack the patience and reading speed of adults, websites and apps for them should be basic and not crowded with elements. They have no prior experience with search inquiries. Pop-ups and slow website loading times irritate them more than adults.

Features of the interface for Gen Z

• Clarity and simplicity
• Use of interactive content and micro-interactions
• Engaging and concise content
• Content separated into blocks with large enough typefaces
• Integration with social networks and the ability to share material
• Light animation, gamification
• User-generated content (UGC)

3. Generation Y or Millennials (1980–2000)

This generation is extremely sociable and has high expectations for digital things. Millennials enjoy figuring things out on their own and are always open to discussion. They are critical, meticulous, and prefer to read comments and product reviews before purchasing. They seek evidence and justification. Millennials make extensive use of search and tabs. They prefer the phone to the computer. According to studies, they dislike animation and sound effects, and they ignore advertisements. They are picky about design aesthetics. They use applications nearly twice as much as other groups.

Millennials are ideological people who cannot be swayed solely by a beautiful image or a profit-driven mindset. They are supporters of purpose-driven brands and genuine beliefs, but it is challenging to keep them interested. Understanding millennial psychology is the key to achieving the highest conversion rates.

The most active internet shoppers are millennials.

Features of the interface for Millennials

• Innovative and modern design (uniqueness and minimalism are appreciated)
• The persuasiveness of the company’s objective, as well as the brand’s style
• Consistency and usability – high-quality content (relevant and practical information)
• Persuading topic, suitable tone of voice (targeted) interactivity
• Exclusive offers, discounts, and sales
• Infographics
• Platform-agnostic user interface
• Only after providing useful material, advertise via social media and blogs (real stories, reviews)
• User-generated content (UGC)

4. Generation Х (1960–1980)

This age group is not as advanced as millennials in terms of technology, which should be taken into account while creating the interface. They are more comfortable with desktop computers. These people are realistic, thus they want an unobstructed path to their goal and the absence of visual distractions such as pop-ups, sidebars, and invasive advertisements. Generation X people like looking for relevant information about their specialties or hobbies. They enjoy reading and are unconcerned about long texts that aren’t overburdened with images. They like the design because it gives them a feeling of serenity and security.

Features of the interface for Gen X

• Attention to detail, minimalistic design
• A search bar and filters are available – navigation is straightforward and consistent
• Informative and useful content
• Effective visualization

5. Baby boomers (1940–1960)

These are the millennials’ grandparents. Family is the most important thing to this generation. It’s a mistake to dismiss baby boomers because they use social media to keep up with their children and grandchildren, have financial means, travel, and want to support their family. There are more ladies than men among them. Baby boomers are the least likely to subscribe to brands (14%), but once they do, they become the most loyal customers. Only 12% of them use the internet to shop. For communication, Facebook and email are preferred. This generation uses PCs and laptops to the tune of 80 percent. Most people don’t realize how to use some functions, thus they need to be explained. The developer’s responsibility is to make this group’s users feel secure.

Features of the interface for Baby boomers

• Simple user-friendly navigation, explanations (one-click delivery, step-by-step instructions for payment)
• Not too bright, but adequately contrasting design (considering lower eyesight), organized text, legible contrasting typefaces
• Meaningful and useful content, explaining the benefits of the product
• Only after explaining the merits of the product should advertising and calls to action be used.
• Sales and discounts
• Photos only with real people
• Video at a slow pace
• Email, Facebook

Afterword

Of course, the age group is not the only factor that influences the interface’s characteristics. This division is both conditional and generalized. There are no set generational borders; there are also transpositional variants. Nonetheless, such age grouping is useful for developing a basic notion and early concept for the project.

It’s much simpler to develop pictures of users and identify their objectives and requirements when you consider their worldview and beliefs. It entails creating a user-friendly interface with a distinct style that will undoubtedly appeal to users.