<blockquote>The whole point of 'digital', the very opportunity of it, is that you don't have to segment people like this. They segement themselves by looking for the thing they want to do.

If your primary focus is on user needs then your task is simple - work out the specific thing people are trying to do and then make it as simple and quick for them as possible. Your design, your engineering, your research, your testing are all then focused on making that one thing work.</blockquote>