Many product teams focus on tech-savvy users and overlook sizable populations such as first-time digital users (FTDUs), people with low literacy, older adults, people with disabilities, and those with low connectivity. Designing for these underserved or edge users yields smoother onboarding, clearer interfaces, and more durable, inclusive products that improve overall experience for everyone. Serving niche users can enable products to dominate new markets, build loyal communities, and produce design improvements that become industry standards. Inclusive design requires understanding unique needs, overcoming research and sourcing challenges, and making accessibility and simplicity strategic priorities throughout product development.
It makes sense because these users are easier to source for research and quick to adopt new features. However, many teams miss out on an important opportunity by developing for so-called "niche" or "edge" users. These users, whether they're first-time digital users (FTDUs), persons with low literacy, older adults, people with disabilities, or those in low-connectivity situations, constitute a sizable proportion of the global population. In many markets, they even make up the majority.
Products designed to satisfy the needs of underserved user groups are more intuitive, durable, and inclusive, which improves the overall experience. In certain situations, this strategy has enabled products to dominate new markets, build loyal user communities, and develop design improvements that have now become industry norms. In this article, we'll explore the key niche user types, their unique needs, the benefits of serving them, and how you can overcome common challenges to make inclusive design a strategic priority.
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