✅ Why this step makes sure you’re building for the right people
You can’t design for everyone—so focus on who matters most.
The Customer Segments block defines the distinct group(s) of users or buyers your product serves. Each segment represents a set of people with similar needs, behaviours, and expectations. When you tailor your value proposition to a specific segment, your product becomes more useful, your messaging becomes clearer, and your growth becomes easier to track.
📘 What you’ll define
- The different groups of customers who benefit from your product
- Their roles, goals, environments, and constraints
- Whether they are end-users, buyers, influencers, or blockers
- Which segment is your primary focus at launch
- How different segments may require different value propositions
🛠️ Tools and methods
✅ Customer Segments Checklist
Identify 1–3 priority segments based on research or experience
Describe their role, behaviour, and what they’re trying to achieve
Distinguish users from buyers, if they differ
Capture demographic, industry, or situational traits (e.g. “mobile technician”, “small manufacturer”)
Ensure each segment links to specific jobs, pains, and gains
Use early user interviews to validate segment fit
Example Customer Segments Table
| Segment Name | Description | Role Type | Notes |
| Site engineers | Install and maintain sensor systems | End-user | Want speed, simplicity |
| Ops managers | Monitor and report site performance | Buyer + user | Need insight + compliance data |
| Procurement officers | Source and validate new suppliers | Buyer | Want risk reduction |
| Tech consultants | Influence client tools and choices | Influencer | Need to trust and recommend |
- Use empathy maps, proto-personas, or JTBD templates to deepen understanding
- Consider accessibility, usage context, or compliance needs by segment
⚠️ Mistakes to avoid
- Treating “everyone” as your market—be specific
- Confusing customers with users—they may not be the same
- Over-segmenting too early—start with clear, practical groups
- Skipping validation—segment guesses aren’t strategy
💡 From real-world teams
“Once we realised our buyer wasn’t the user—we redesigned everything. That one shift increased our demos and closed deals.”– Head of Growth, B2B IoT Platform
💡 You’re not building for a persona—you’re building for a real group with shared needs.
🔗 Helpful links & resources
- Customer Segmentation Canvas
- Download: Segment–Value Alignment Grid
- Article: How to Prioritise Your Customer Segments in Early-Stage Design
- Follow-on: Customer Jobs
✍️ Quick self-check
Have we identified specific segments—not just “the general user”?
Do we understand their role, behaviour, and context?
Are different segments clearly mapped to different value propositions?
Are we focused on one primary segment for launch?
🎨 Visual concept (optional)
Illustration: Four character icons with short labels: “Site Technician”, “Project Manager”, “Buyer”, and “Consultant”. Each links to a segment card showing jobs, pains, and gains.
Visual shows how defining clear customer segments creates focus—so you can design and deliver with precision.