End Users in UX - Meaning, Example, and Importance

What is an End User in UX research?

End users. If you’re worked in product development before, you've probably heard this term quite often. But if you’re new to the field, what exactly are these users and why do people keep referring to them?

In the UX world, the term “end user” refers to the individuals or groups who will ultimately use the product or service you’re designing.

Example of an end user

If you’re creating a fitness and nutrition app, then your end users could vary widely, from a dedicated gym-goer tracking their gains, to a busy parent seeking healthy meal ideas for their family. They all have different goals but are tied together as your end users because they're using your app in real-world situations and experiencing your app’s features firsthand.

Looking for something to watch or listen to? You’ll have a better understanding of the role end users have in UX design with our quick video walkthrough below:

Now you might be thinking, "Aren't they just users?" Not exactly. While the term "user" can also include people involved in the product's development process, such as developers, testers, and administrators, "end users" specifically refer to the people who will interact with the finished product.

To put it simply, end users are the recipients of your design decisions and belong at the end of the product chain.

end users are the recipients of your design decisions and belong at the end of the product chain.

What are some other types of end users?

So within your end users, there are…other types of end users? Yup, there sure are.

Different end users have different needs and expectations, so understanding and considering the various types of end users during the design process helps create a more inclusive and effective product.

Here’s an overview of the types of end users you might come across:

Primary users

These individuals are the main users of your product. They interact with your product the most frequently and use its core functionalities. For a fitness app, these might be people who regularly track their workouts or meal plans.

Secondary users

These end users may not interact with your product as frequently as primary users but are still important. They might use some of the product's functionalities, but not all. For the fitness app, these might be individuals who use the app occasionally for basic features such as step tracking.

Tertiary users

These people are end users who indirectly interact with your product. These users may not actively use the product themselves, but they're involved in buying it, setting it up, or keeping it running smoothly. If we go back to the fitness app example, your tertiary users could be the gym instructors who recommend the app to their students.

Stakeholders

While not traditional “end users,” stakeholders are people who have some interest in the product's success, like business owners or investors. These folks might occasionally interact with the product, and their input may influence its direction.

Why are end users important?

Understanding and empathizing with your end users is key in successful UX research because it helps you shape a product that aligns with their needs, desires, and behaviors.

End users in UX are also diverse. Recognizing the types of end users and crafting well-researched user personas can be critical in tailoring design that resonates with their specific needs.

So, as you continue on your design journey, remember that whether it's a fitness app or a corporate website, keep your end users in mind. These users aren’t just a part of the process, they're the heart of it! Your end users are the ones who will make your product a part of their lives, continually interact with it, and, most importantly, come back for more.

How can UserBit help?

UserBit provides several tools and insights to empathize with your end users better. By understanding them, you can create a user experience that’s both helpful and memorable. Here are some ways you can learn more about your end users:

1. Set up and analyze interviews and surveys

Reach out to your users through interviews and surveys and ask about their needs and their struggles. This direct communication can lead to invaluable insights that’ll guide you or your team to more informed design decisions.

2. Create specific user personas

As we mentioned earlier, consider creating fictional characters, known as user personas. They represent different user types and can provide a clearer picture of the various needs and wants of your users.

3. Visualize your users’ path with journey maps

Try drawing the journey of a typical user using customer and user and journey maps. This exercise can illuminate the steps users take when interacting with your product, highlighting areas where they may experience difficulties.

4. Capture and share insights with your team

Don't forget to organize your findings. By grouping them, you can identify patterns and dive deeper into your end users’ preferences and pain points.