What is the term for users that a service is specifically not designed to serve?

The term that describes users for whom a service is specifically not designed is "Negative Persona." This concept is utilized in user experience design to identify and define the characteristics, needs, and behaviors of users who do not fall within the target audience for a product or service. By understanding negative personas, designers can clarify their focus on the primary user group and avoid features or design choices that might cater to these non-target users. This can help streamline efforts and resources towards developing a more effective user experience for the intended audience.

In contrast, other terms listed refer to different aspects of user personas. For example, "Exclusion Persona" is not commonly used in UX practice; it might suggest users intentionally excluded but does not have the formal recognition of negative persona within the field. "Secondary Persona" pertains to users who have a lesser degree of engagement with the product but still have relevant needs, while "Neutral Persona" is not a standard term within user experience literature. Understanding these distinctions underscores the value of focusing on negative personas as a strategic approach in UX research and design.