Our target audience consists of people between 30 and 50 years old. They tend to print photos from travel and events spent with family members and friends. There are some occasional outliers such as 18-29 year olds and 50+ but our main target is 30-50. From interviews we discovered our target audience would prefer an online service to use from the comfort of their own home because they often lack the time to go to their local store. This often prevents them from using the service in the first place. They talked about finding printing in general to be a anxious process as “there is often something that goes wrong”. They ideally want a process that is simple, easy to use, fast and convenient to encourage them to keep using the service and improve the negative stigma around printing experiences, without feeling emotions such as confusion, stress and impatience.