Before you ever sit down to design a website for a client, you develop user personas that are representative of their target audience. Once you’ve established an identity for the main user (or users), you can more easily shape an experience that caters to their needs and motivations.
But what do you do when the target audience isn’t so clearly defined into one or two neatly packaged personas?
Take a website like Zappos, for instance.
Zappos serves customers all over the world. So, how does one go about designing a website for an unidentifiable audience? Granted, you would know they’re interested in purchasing shoes and accessories online, but that’s about it.
Today, I’d like to address the matter of geography in web design as it’s an important one to consider and could have a significant impact on your conversion rate if not handled properly.