Target Audience

The target audience for my project are runners, specifically those seeking to train for an upcoming event. The website aims to cater for a range of runners all varying in experience, from first times to professionals. It aims to achieve this through providing training plans of different difficulties.

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Runners would use the website in order to not only informatively guide them through the necessary training but also to motivate them to get all the set runs done. From personal experience, training for a marathon is intense and requires high levels of motivation and commitment. Thus, using Strava and gamification elements (can only unlock the next week once runs have been tracked on Strava) it helps to motivate users through their training. Testing with the target audience is crucial and a process I will continually undertake. I am a member of a running club so will regularly test my work with the club. I will gain feedback and opinions from runners throughout all the process, allowing me to continuously modify the website to make it more successful with its intended users.


Design Methodologies

A methodology is a system of methods used in a particular area of study. It is important to explore different design methodologies in order to understand how the industry operates and to use the methodologies when producing our group app, in order to achieve a successful design solution. I will explore the outdates waterfall model, in comparison to iterative design, with a focus on agile methodologies.


Waterfall_modelThe waterfall methodology was one of the first to be introduced. It is a simple, linear model that it easy to follow and understand. The model is fixed and doesn’t offer room for constant improvements and refinements. Therefore, it would not be useful to follow these methods as it is important that we regularly engage the clients to ensure their requirements are being met. As well as constantly thinking about the users and testing our app with the target audience before submitted it to clients. Following a waterfall methodology could result in the following:


The illustration clearly explains mismatched expectations, hence showing the important of regularly having team meetings as well as meetings with clients in order to ensure that everyone is working along the same lines. From this, it is very important that we meet the clients requirements in our app and also to sustain users expectations.




This methodology is which I followed for the previous design iterations unit. It allows room for constant refinements and improvements to be made, and the cycle can be repeated various times, to produce a successful well developed end product. The testing stage in particular allows you to gain important user feedback, allowing you to improve on the product to enhance the users experience.




The agile methodology is an iterative model when designs are produced in incremental, rapid cycles. It is normally used when there is a short deadline and usually works best with smaller design teams.  It involves constant testing and engagement with clients in order to satisfy their needs and requirements, therefore avoided mismatched expectations show in the illustration above. This is a diagram to visually show the sprint cycles within agile methodologies:

scrum-overview-mark-hoogveldI feel that the scrum methodology is that which my team should follow for the production of the Magna Carta app. It will ensure that all team members are on track, continuously working to produce a product that will meet the expectations and requirements of the clients and users. I think that the daily scrum stand ups is something we could incorporate, as it will allow members to share how their work progress is going and any problems they are encountering. However, as we don’t have an dedicated office/room, the location would have to be organised in advance. Also, I feel that mainly stand ups could be held once/twice a week rather than daily as teams may not see each other every day at uni.

It is important to explore different design methodologies and I feel the agile methodology would be the best one to follow for this unit. Using methodologies would reflect the design industry and make our team more professional due to this project being a live brief. It is extremely important that team members each have a job role (programmer/designer etc) and I feel that by following an agile methodology, it will ensure that we are all working along the same lines in order to meet the users requirements and to produce a successful end product that satisfies the users.

Cheng, C, 2015. Why Scrum? Why Agile Development? [online]. Available from: [Accessed 10 February 2015].

ISTQB EXAM CERTIFICATION, 2015. What is Agile Model – Advantages, Disadvantages and When To Use It? [online]. Available from: [Accessed 10 February 2015].