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[MUSIC]

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Hi, I'm Hope.

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I'm a Product Designer at Treehouse.

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In this workshop, we'll delve into
the nuances of building a product for

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different audiences.

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In the previous course,
you may have learned about personas.

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A persona represents a common user and
a product's target audience.

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It contains demographics,
behaviors, motivations, and so on.

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But a product can have
more than one persona and

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personas can greatly
differ from one another.

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A consumer-facing company,

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like Nike, has casual shoppers
who buy basic running sneakers.

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But they also have hardcore sneaker
fans who like to customize their shoes.

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Those are separate personas, but

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there aren't explicit user
roles shown to the visitor.

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The Nike website is a shared experience
where each persona can find their own way.

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On the other hand, business-to-business
products commonly called B2B products,

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often do distill the goals
of personas into user roles

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in order to create divergent paths.

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A user role defines
the user's experience and

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it controls what the user is able
to see and do within the product.

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Let's look at Google Docs.

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When you share a document with a person,
you can adjust their permission settings.

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I can give someone full reign over my
document by allowing them to edit or

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I can allow them to comment, which lets
them post comments and suggestions.

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The most restrictive permission
setting is view only,

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which allows them to see the document but
not interact with it.

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Google Docs service businesses in
addition to individual customers.

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So you can see here that I also have
the ability to make this discoverable to

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the entire Treehouse organization.

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That's much easier than me having
to invite everyone one by one.

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See how Google designed this app for
several user roles?

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Let's look at another app, Slack.

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Slack is a messaging app that's
commonly used by businesses.

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Here's a workspace where I'm an admin.

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As an admin, I have special privileges
to change the workspace settings,

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manage members, create user groups,
manage apps and control the billing.

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Let's invite a new user.

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Great, now a login to that user to
see how the experience differs for

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a regular, non-admin user.

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The app looks the same from this view,
but let's dig into the menu.

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There's no longer an
administration option.

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Let's try to invite someone else.

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Now, I successfully was able
to invite a new member but

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notice how I don't have visibility
into the members' settings beyond that.

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Let's pop back into the admin experience.

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As an admin, I can view invitations and
can even revoke a pending invitation.

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From the Manage members tab, I can change
their role to owner, admin, or guest.

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I can also deactivate their account.

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So as you can see, there is the main
user experience that they both share.

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But, there are variations and what they
see and what action they can take.

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In the next video,

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let's take a look at the benefits of
including user roles in a product.