Now, put yourself in Hyungsoo's shoes.
If you wanted to create a watch for the visually impaired,
where would you start?
What kinds of visually impaired people
would be more likely to benefit from the watch the most?
What are their unique needs?
What do you need to know about them to create a great watch?
To answer these questions specifically,
we will create an end-user profile.
An end-user profile is a description
of a narrowly defined subset of end-users
with similar characteristics, similar needs,
and word-of-mouth.
In Hyungsoo's case, the end-user profile
would be a description of a group of visually impaired
individuals who share important common characteristics that
make them the right initial end-users for the timepiece.
Hyungsoo's goal is to uncover these characteristics
and understand what they mean for the product,
and what he's going to build for that.
And he doesn't want to build a product that's good;
he wants to build a product that's great,
because great products produce word-of-mouth.
There are a lot of people in the world who
are visually impaired.
Were you looking to target as your end-user all of them,
or a particular subset of them, given
particular characteristics?
Yes, so in the beginning, you can't
find a solution that satisfies everyone.
Even with the blind population, our initial target
was a subset of the whole population.
Because there are two types of people who are visually
impaired -- one who are born blind and another group who
become blind.
And those who are born blind, they
have a really crazy sense of touch.
So this tactile watch -- they have no problem using this.
They can touch this extremely slightly,
and they can tell time by the minute.
Interesting.
Down by the minute.
But those who lose their sight, they
don't have good sense of touch.
So they have problems using this watch.
So they are the ones who get -- end up using the talking watch.
I see.
And so our subset, maybe 30% - 40%
of the whole blind community.
And even within them, our target was a relatively younger
generation -- so, age between 20 and 35,
and who care about fashion and style.
And they wear a watch as a fashion statement.
And if we have to choose between male and female,
we'll have to go with male to start with.
So you end-user is someone who became visually impaired
over the course of their life, someone who's young
and cares about fashion.
Where does he live?
Are you targeting a particular geographic area?
Yes, so mostly they live in a city, and most of them
are pretty active.
Many of them are full-time students,
and they work full-time.
And we first targeted those who are very active --
socially or professionally.
So our assumption was they have more
interaction with people who are sighted,
so they have a better sense of what the fashion trends are,
and they care more about their looks.
So that's how we started with them.