The target audience for this product are children aged 7-12. According to my surveys and additional research, most children have access to a digital device by this age with the majority using a tablet as their main device. Therefore, they will mainly be using the application independently.

This means the UI will be aimed at this age group with imagery and interactions suitable and engaging to them. As the audience is quite young, I will have to ensure it is intuitive, consistent and easy to use. It shouldn’t be difficult for them to find what they are looking for.

There is a chance that younger children will engage with the app with the help of their parents. Therefore, parents should find it easy and enjoyable to use as well. With the potential of a wide audience, it was important for me to make the brand suitable for both sides of the scale. I avoided making it too childish for the older children but still playful enough for the younger children to have an interest.