Understanding user needs on a spectrum

a new dimension to understand product user needs

User needs are the expectations and desires users have when interacting with a product. These needs can be functional (what the product does), aesthetic (how it looks and feels), or emotional (how it makes users feel).

Understanding users’ needs is the foundation of any meaningful product research. One step to arriving at user needs, though, is to segment users into groups based on shared characteristics or behaviours, to better understand their needs and target them.

For example, the Strong workout app could segment its users into psychographic segmentation of Lifestyle, values, interests, and personality

• Segment 1 - athletes

• Segment 2 - weight-loss seekers

• Segment 3 - mindfulness enthusiasts

One way to view functional needs by Segment

Segment 1 – Athletes

• Advanced workout logging (sets, reps, weights)

• Progress tracking (graphs, PRs)

• Custom workout plans

• Data export and app integrations

Segment 2 – Weight-Loss Seekers

• Guided, beginner-friendly workouts

• Calorie/macro tracking or integrations

• Weight and progress photo logs

• Workout reminders

Segment 3 – Mindfulness Enthusiasts

• Workout journaling (mood, notes)

• Mindful rest timers or prompts

• Gentle routines (yoga, mobility)

• Integration with wellness apps

Another way to view user needs as a spectrum, not binary

I’ve learned that user needs don’t simply fall into strict buckets. Instead, they exist on a spectrum:

• All segments need workouts, but the intensity and type vary.

• All segments need workout logging, but the timing and frequency may vary.

• All segments want tracking, but the focus and depth of tracking differ.

What does this mean for product development?

• Segment thoughtfully, but also consider the spectrum within and across segments for richer insights.

• Step back into the user journey to categorize user needs into clear themes that are common across the board, but vary in intensity and timing

• Avoid one-size-fits-all assumptions. User needs often overlap but differ in degree and nuance.

• Prioritize based on impact: Focus first on the most critical needs per segment, then explore cross-segment commonalities.