Target Audience

This app is made for walking, and that’s just what it’ll do.
One of these days this app is gonna walk around with you.

Walking is for most people a simple task. Many also find it boring. There is already an abundance of walking apps that help motivate people. We think there is room for another, one which aims to reach a new audience.

It can be hard to define a specific target audience, and even harder to keep them in mind when developing. Therefor we use target audience personas, which are fictional character who represents our target audience. As we are designing the app and market stratergy, it is with these users in mind, rather than just a loose idea of age group.

In general our users will be motivated to walk, but needs an extra push to get out the door.

Target Audience Personas

Name: Martin
Age: 32
Gender: Male
Marital status: Single
Location: Hamar, Norway
Occupation: Graphic designer
Interests: Football, pub with friends, politics, technology. 
Lifestyle: Likes walking but does not have a habit to do so. Often bikes to work in the summer. Eats fast food a bit too often. Lifts weights a few times a year with friends, but rarely alone. 
Wants from app: He wants motivation to be active on his own, and likes the idea of a game which is played by walking.
Concerns about the app: He might not get enough motivation to start using it, if it’s too complex OR just another tracking app.

Name: Emily
Age: 19
Gender: Female
Location: Reading, UK
Occupation: Student
Interests: Social media, music, writing, travel, friends.
Lifestyle: Walks a few times a week regularly. It is her main physical activity, and she wants to keep it that way. She enjoys being able to clear her mind while walking, but sometimes struggles to find the motivation to get out.  
Wants from app: Wants to make walks more fun so she can walk more often. Already uses a GPS fitness-tracking app, but likes the idea of creating landmarks in the area and getting small challenges.
Concerns about the app: Doesn’t want it to take too much focus or time.

:: Written by Anette Rana ::