hindsight

When you talk about UI, you’re talking about the product. I think Clayton Christensen has it right when he says that a product shouldn’t be targeted at people or demographics; it should be targeted at the job people are trying to do.

What job do people hire the product to do? Whether somebody has more or less tolerance for risk or more or less interest in shiny new things doesn’t bear on this dimension of the problem.

So I would advise that you orient your UI around the job to be done — around the problem — and not the person. Then people who have that problem can fall in love with your product because it makes the problem go away, whether they are the first in line or the last person to hear about it.