User segmentation is the practice of dividing potential or existing users into groups that share similar characteristics. As such, user segments go hand in hand with data-driven personas!
User segmentation is employed as a user understanding technique by nearly every product team. Think of it this way! The ultimate goal of product design or product strategy for that matter is to create products/services that:
- are aimed at understanding user needs and pain points as best as possible,
- have essential features to solve the users’ primary needs as best as possible.
In order to be able to identify user needs and pain points and serve them well, it is essential to have a good understanding of your user/customer base. Both user segmentation and data-driven personas can aid in this understanding.