The Design Process – Step 1: Identify Your Target Audience

If you wish to put together an effective business intelligence application, there are a number of steps you should follow. Firstly, you must be aware that there are a number of  steps involved in the design process. Before you do anything at all, you must identify your target audience.

Your dashboard or report will vary depending on its target audience. This is because the specific people who will view and use the BI product will require specific information. Therefore you must tailor the design and content of your dashboard to reflect the requirements of your audience. Your primary aim is to create a user interface, or UI, for your dashboard that will present the most suitable information to the user in the most straightforward manner. In order to do this effectively, you will need to know what tasks are performed by the users of your dashboard, and what information and features they will require in order to perform these tasks effectively.

Depending on your own role, it may be necessary to reevaluate the target audience of your dashboard at different stages. The possible development roles we will look at are:

  1. Customer Service
  2. Product Development
  3. Product Management
    • For example, if you are involved with customer service, you will be dealing with the end users of the BI product. If you deal directly with users of the product, you should reevaluate the target audience if there are any major design changes to the product. These changes could potentially effect the user experience of current and new clients.
    • However, if you are employed in product development, it is better to identify potential users at an early stage, when you are designing a new product. You will need to know what the requirements of your target audience will be, before you can include appropriate features in the BI application.
    • Finally, product managers must consider their users at the very beginning or a project. This step must be completed whether a new product is being designed or an existing product is being revised.

    In the next post, we will look at the steps required to correctly identify the target audience of the product.

    Project Management Dashboard