Over the past few years I’ve been working with new technologies and working new techniques for approaching user experience problems. Companies have routinely approached the problem of providing segmented user experiences by selling different products or services. Those who don’t have the resources to do so pick one segment and focus on them while alienating all other users who are trying out their product. I am not a fan of either solutions and there are others who aren’t either.
The proper solution for ensuring that users are happy is by providing a product or a service that feels as though has been built for them. When a user comes to your newspaper site and you know that they like cars, you shouldn’t start giving them news about fashion. They will see this and leave immediately, likely to never come back. First impressions are everything. But even with that great first impression, if you can’t keep the user interested and engaged, you’ve also lost them.