3

Desain Kreatif
Aplikasi & Game
Market Segmentation
Product- Market Fit
Pyramid
FISHING FOR CUSTOMERS

your
customers

your product
 Psychographic
Demographic Behavioral

MARKET SEGMENTATION

Needs-Based
Demographic
Segmentation
▧ Demographics are quantifiable statistics of a group of
people, Such as: age, gender, marital status, income, and
education level.

Example:
Babies photo sharing app

Demographic Segmentation:
▧ women 20 to 40 years old who have one or more children
under the age of three.
Psychographics
Segmentation
▧ Psychographics are statistics that classify a group of people
according to psychological variables.
▧ Psychographic attributes are more useful than demographics
for many products.
▧ Such as: attitudes, opinions, values, and interests.

▧ Example:
Babies photo sharing app

Psychographic Segmentation:
moms who enjoy using social media and like sharing pictures
of their babies with friends and family
Behavioral
Segmentation
▧ Behavioral defines particular action or how frequently some
group of people do.

▧ Example:

Babies photo sharing app

Behavioral Segmentation:
moms who currently share an average of 3 or more baby
pictures per week on social media (e.g., Facebook, Instagram, etc.)
Need-Based
Segmentation
▧ Divide the market into customer segments that each have
distinct needs.

Example:

Babies photo sharing app

Baby Product E-commerce Photo Sharing

Promo Sharing

Baby Health Sharing

Personal Album Creator

Personal Baby Schedule
User
Vs

Buyer
Customer segment Types

▧ Five Customer Segments based on Technology Adoption Life Cycle

Innovators - technology enthusiasts

Early Adopters – Visionaries that exploit new innovations to take advantage

Early Majority – pragmatists that need strong references from trusted sources to adopt
new product.
Late Majority – only adopt new product when “pressured” to do.

Laggards – skeptics, hate change and have a bias for criticizing new technologies
even after they have become mainstream.
Persona
▧ The persona is a useful tool for describing your target
customer.

▧ Good personas convey the relevant demographic,

psychographic, behavioral, and needs-based attributes of your
target customer.

▧ Personas should fit on a single page and provide a snapshot

of the customer archetype that’s quick to digest.
Persona Information included:
▧ Name
▧ Representative photograph
▧ Quote that conveys what they most care about
▧ Job title
▧ Demographics
▧ Needs/goals
▧ Relevant motivations and attitudes
▧ Related tasks and behaviors
▧ Frustrations/pain points with current solution
▧ Level of expertise/knowledge (in the relevant domain, e.g., level of
computer savvy)
▧ Product usage context/environment (e.g., laptop in a loud, busy
office or tablet on the couch at home)
▧ Technology adoption life cycle segment (for your product
category)
▧ Any other salient attributes.
Persona
How to Create Persona ?

▧ use your judgement to make initial hypotheses about your

target customer’s attributes.

▧ Test those hypotheses by talking to prospective customers who

match that profile.

▧ Gain a deeper understanding of their needs, usage of current

solutions, and pain points so you can identify potential product
opportunities.
Assignment
2

▧ Cari ide dan konsep aplikasi mobile yang inovatif dan

kreatif, deskripsikan ide tersebut (masalah, dan penjelasan
fungsi utama aplikasi).
▧ Tentukan market segmentation dengan pendekatan
demographics, psychographics, behavioral, dan atau need-
based segmentation.
▧ Susunlah lima atau lebih persona berdasarkan market
segmentation.
Assignments format :
▧ File type : pdf.
▧ Max 4 pages A4.
▧ Documents format : DKAG-Class-NPM-
Nama
▧ Write DKAG Class and your name and NPM in
email body
▧ Mail to :

oghe3460mohammad@gmail.com

If you are not following this rule, I will assume that you are not complete the assignment
 “
Having the best product means nothing , if
the people wont buy it

- Donald Norman -