How to Design Your Website With Individual Differences in Mind

Jeanette Helen Wilson

Published Fri 13 Jun by Jeanette Helen Wilson

This article looks at different personality types in your target audience, and tells you what you can incorporate in your website design to cater to their individual needs

There are four major personality types amongst web users, and it's likely that your target audience will be formed of individuals from all of these groups. This is why it is important to look at how you can design your website to make it as user-friendly and enjoyable as possible to a wide range of users across the web. In this article, I will be showing you how the four personality types differ, and which website design features are going to appeal to them. 

1. The Explorer

  • Seeks novelty
  • More likely to take risks
  • Makes choices on the spur of the moment
  • Is independent and unpredictable
  • Is easily bored and doesn't like routine

What Your Website Needs to Offer Explorers

  • Intriguing headlines and offers: they need exciting prospects and fresh content
  • Interactive features
  • Fast-loading pages and images
  • Competitions and deals that are time-limited

2. The Builder

Builders are typically: 

  • Sociable
  • Loyal
  • Cautious
  • Methodical and dedicated

What Your Website Needs to Offer to Builders

  • Security and structure: your website needs to have A1 navigation
  • Progress bars at checkouts if you have an e-commerce site: this reduces uncertainty
  • Interaction via Facebook and other forms of social media, as builders like to form long-term relationships with any company/brand they're following
  • A friendly tone but nothing too over-familiar or invasive: builders are sociable but like their privacy too

3. The Negotiator

The navigator personality type is generally:

  • Empathic and introspective
  • Creative
  • Patient
  • Not in a rigid routine: is open to new and innovative ideas

What Your Website Needs to Offer to Negotiators

  • Peer reassurance (customer reviews, testimonials)
  • Detailed product information and good quality photographs
  • A1 customer service
  • Search boxes galore!
  • Unique, creative, innovative design (that doesn't sacrifice usability)

4. The Director

  • Motivated by tangible goals
  • Good at problem-solving
  • Reason and logic are more important to them than emotional/empathic concerns

What Your Website Needs to Offer to Directors

  • Contact via LinkedIn or direct email rather than Facebook and other social media platforms
  • Clear indicators of how your product/service will help them achieve their goals: lots of benefits-focused, client-centred content
  • A reassurance that you are an expert in your field. Directors like to do business with those who have authority

To sum up, it is likely that your target audience will feature people from all four personality types, so having a good mix of the above suggestions on your website will stand you in good stead to be an all-round success online.

What are your views on this? Or do you need help putting any of our suggestions into practice? Visit our ask an expert page!

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