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Customer Segments Worksheet

Use when you need to answer: "Who are we trying to create the most value for?"

Force clarity about who the product should create the most value for, before any solution is discussed.

Core Question

  1. Who are we trying to create the most value for?

What to Document

  1. Core customer — the primary focus of the product

  2. Secondary customer — important but not dominant

  3. Population / indirect beneficiary — may benefit without dedicated design effort

Common Mistake to Avoid

  1. Designing for 'everyone' so that the product ends up weak for everyone, or letting the loudest secondary stakeholder set priority over the core customer.

Illustrative Example

  1. For an AI meeting assistant, the core customer is busy account managers, not sales leadership or IT — even though both groups will also use the tool.

Output of this stage

The core customer is named specifically, not as a broad categoryThe team can explain why this customer was chosen over othersSecondary and population groups are acknowledged without controlling scope
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