What is the real user demand now
Source: Shangpin China |
Type: website encyclopedia |
Time: November 21, 2015
What is the real user demand now? below Beijing website construction The company Shangpin China would like to share with you:
1. The user's headache is often the demand
Users' discomfort, unhappiness and annoyance in their daily life or in the use of popular products often mean demand, which is the so-called pain point.
Why are mobile phones so stuck and slow? The optimization master and cleaning master appeared.
It's fun to watch others surf the Internet, but I can't remember so many websites, and I can't input them. Website navigation solves this problem.
Chat typing is very slow and laborious. Voice input and video chat appear.
There are many similar successful products in technology
There are so many channels for Android in China. It's troublesome to package and release a product through all channels. An integration toolkit similar to anysdk has emerged.
Apple and Android have developed one set of software respectively. The cost of labor and time is wasted. Cross platform engines have emerged.
Basically, every successful Internet product can correspond to the traditional pain point of people, that is, headache and trouble.
2. What users want is not necessarily the demand
When you design a mobile phone, you go after users to do research and ask them whether you want this function. They say yes, you say yes, you want that function. They say yes, you go to promote the function. They all say yes. You are very happy. You think you have grasped the big market and become the overlord in the near future. When your product is released, look, hey, It is said that this is also necessary. Why did users buy Apple.
Of course, users like the icing on the cake, but if you do not provide a basic product that satisfies users, those flowers will not attract users.
Apple has no dual card and dual stay until now. How specific do you think this demand is? But your mobile phone is not as good as Apple. You said that you have dual cards and dual standby. It has ten more functions than Apple and is useless.
3. Identify fake needs, and not blindly meet all needs
But even if it is a headache for users, it is not necessary to meet it.
Users often want to say, "I don't spend money, I enjoy the best service, I hate all kinds of sales promotion and publicity, and I don't have to work hard. Yes, these are demands. But the question is, what is the basis for the existence of commercial society?"? Equivalence exchange, right? You want me to provide this and that, but you are unwilling to pay or contribute. This kind of unequal exchange is fundamentally against the nature of business. Some entrepreneurs shout to find user needs every day, but many of them are fake needs.
The user said that I would stay every day without doing anything and come to give me money and food. This is a strong demand. Who will meet it?
Some fake demands actually raised money, and then burned money crazily, which really made users happy. Their subtext is, I will make you happy first, and then when you get used to our service for a certain time, I will not be late to collect the money. As a result, when it comes to collecting money, users will curse you for playing rascals, abandon users, and then leave your platform one after another, without remembering any kindness, What do you want to do? Let alone say, this is really robbing the rich to help the poor and building a harmonious society.
But there is a problem here. It is not easy to judge the so-called fake demand. For example, in the Microsoft era, Bill Gates said that it is a theft behavior for users to get free software without spending money. Yes, is it not a fake demand to get technical products without spending money? Ruixing later said the same thing. Free anti-virus is all about hooliganism, and then Ruixing died.
Why? The cost is passed on. Users do not pay directly, but the free software is bundled with complicated business logic. Foreigners have not understood it for a long time, but this model has worked out. Why has this model worked out? Because users will generate continuous consumption in the process of surfing the Internet, and this consumption ability will increase over time. Anyone who has mastered the entrance position through free products and services can get the opportunity to recommend and publicize different brands and products in this consumption process, so as to get a piece of the cake. This business path did not exist in the Microsoft era, but now it is particularly clear. It really needs some judgment and courage to move from being unclear to being clear.
For example, these days I have been thinking that the Chinese film market has been very popular in the past two years, and the fight against piracy has been fruitful. But in retrospect, is there any chance for free movies? I think it's really possible. If I set up a cinema, I might do it this way. In the off-season, when there are not many blockbusters, I will take out one or two halls to play back some classic movies, such as Avatar, the Lord of the Rings series, and so on. I will open a free round robin show. But many people will buy a drink and a popcorn when they enter the show. Although it cannot be said that everyone will buy it, it will attract people for free, There will always be transformation. Isn't this business? What about one or the other? Free tickets are given to random seats. If you want to choose a seat, you need to pay a seat selection fee. Of course, it is much cheaper than ordinary movie tickets. You said that a couple used to choose a seat anyway.
Third, the ten minute advertisement at the beginning of the movie is not free for advertisers. There are more free users, and the advertising fee is also income. Of course, these all need to be measured carefully. I may also have some wishful thinking, but what I want to say is that free or lower than the cost price is false demand, If there are related business models and business behaviors, many seemingly unreasonable demands can be done.
4. Needs are often hidden in search engines
I told you before SEO website optimization It was mentioned that understanding user search terms is often demand.
Take Meitu Xiuxiu as an example. At the beginning, they made a small tool called Martian input method. It was popular for a while, and the number of users was very large. All of them were non mainstream children. But later, the giants also made this thing. Then the business route was unclear, and they were ready to transform. But with so many non mainstream users, what should we do? President Wu did a very simple thing. He searched for non mainstream related words, and found that the search volume of non mainstream pictures and non mainstream avatars was particularly high.
This is a strong demand. At the beginning of Meitu Xiuxiu, when it first ignited the market, it was quickly spread in instant messaging by making some head shaking dolls and other avatar generation tools. At that time, the market leading light and shadow magician did not realize where the demand of grassroots Internet users was.
Analyzing the search index and consulting Baidu know that it is an important way to find the needs of users, which I would like to emphasize again.
Here's a classic question:
5. Follow users or lead users
This was once a big discussion, because some highly demanding analysts said that Jobs never listened to users, he only led users. These analysts looked down on those who followed users, especially in their eyes, Chinese users were particularly low. How could those particularly low product managers get into their eyes.
Based on this discussion, I wrote a fable, which was posted in Baidu Space before.
There was a valley and a village where people lived a peaceful life. Then there was a shortage of water in the mountain and they needed to dig wells. There was a teacher who was very good at detecting where there was water. The wells dug were fast and good, and the water yield was large, which won the trust of the villagers. However, with more and more people in the village, there was less and less water, and the wells were dug deeper and deeper, so everyone still worked hard.
There is a man living on the mountain who doesn't usually communicate with the villagers. One day, he came to me and said, "Don't be so busy here. Come out with me.". The villagers were stunned. It was none of my business whether it was beautiful or not. They continued to dig wells. The man left angrily, muttering, stupid villagers, you don't have any sentiment.
There was also a young man in the village who also worked hard to dig a well. He followed the teacher Fu every day. Everyone liked him very much. One day, he ran to the top of the mountain to have a look, then immediately ran down the mountain and shouted to the villagers, "Don't dig a well, come out with me, go outside the mountain!"! The villagers said that they were busy. The young man shouted, "We don't need to dig wells anymore. There is a big river outside!"!
This fable is easy to understand:
Villagers are users, and old masters are traditional product managers. They know what users' pain points are and provide products based on users' needs.
People on the mountain are common commentators, who stand high and look far, but do not understand users' sufferings. Many needs only see the surface but not the essence. By relying on appearances to determine the direction, users will not be attracted naturally.
Young people are the product managers who can lead users. First, you need to know what users need and what the essence of user needs is. A deeper well is just a description, and a better answer is that it can go beyond the description of users.
Indeed, most of the time, users do not correctly express their needs, nor can they see where the future lies. When I think of two long ago cases, I saw them on TV when I was young.
When the first mobile phone came out, it was very large, heavy, and expensive. It was only used by wealthy tycoons. Then there was an interview on TV, asking ordinary people whether they wanted to use mobile phones. People said, "No, no, it's used by wealthy people. There is a telephone at home, which is very convenient.". When the mobile phone is only a product of a few people, others will not feel that they need it, and when it is expensive, people will not feel that it has anything to do with themselves. IBM's disregard for personal computers was also based on this. At that time, who would think that families could have computers?
It was also the earliest time when the Internet came out. At that time, the Internet was a new thing, and the discussion about whether the Internet would bring harm to young people began to increase. What was the public thought at that time? Internet=doing nothing, which is good. The Internet is unhealthy. My parents always told me at that time, can you do something right? Don't always surf the Internet. I explained how many times surfing the Internet is work, but they still deeply believe that surfing the Internet is playing and wasting time. At that time, the media went to the streets to interview Beijing citizens and asked them whether they would surf the Internet. Some people said that they did it occasionally; He also asked what would happen if he did not surf the Internet. They all said that it would not affect him. This was at the end of last century. Today, we all know that the Internet is sweeping, but at that time, users could not see it.
One of the most correct judgments I made when I was in college was that the Internet would change human beings. I was fascinated by the Internet from the very beginning. I should have been a junior or senior who contacted the Internet (we were still in the evil five-year system at that time). Before I contacted the Internet, I really did not know what I would do in the future, what kind of work to look for, what kind of work to do, and after I contacted the Internet, I set a goal for myself, and I must go into this industry in the future. This judgment is very simple. This kind of thing belongs to. Once you get used to it, you can't get rid of it, and you can't go back.
But I am not as good as Mr. Yu Jun. I have never had a clear concept of the specific application scenarios and the scope of changes of the Internet, so I missed countless opportunities. However, to take this example, it is not so difficult to look a little farther than ordinary users, and we should think from the future, not the current situation. For example, mobile phones will become cheaper, network fees will become cheaper, and content will become richer, so the threshold for using mobile phones to access the Internet will become lower and lower, and so on.
Taking history as a mirror, we can know the ups and downs
If we have a deep understanding of the history of ancient times, it will be helpful to make judgments later. Let me give another example.
In 2010, it was still a feature phone world, and Apple began to seize the market. In 2011, Android phones just started to have a little market share. At that time, the mobile business units of all Internet giants still focused on Symbian. But at that time, we began to strongly popularize the use of smart phones in Xiamen. At that time, I shared with my colleagues about the future. I asked you to judge how large the future market size of smart phones would be. Please note that at that time, the market share of smart phones was still small (including Saiban), and functional phones were still the mainstream. At that time, I gave my judgment, Smartphones will gobble up most of the feature phone market.
What is the basis of this? First of all, it must be the decline in cost and price. Second, it is the so-called island effect. Whether it is a social product, or a product with social attributes like smart phones or mobile phones, if everyone around you is using it, but you are not, you will become an island. When people contact with each other and play together, you cannot plug in, and you are alienated, perhaps unintentionally, But you will be marginalized, so you must be consistent with them (when others have mobile phones, you will become an island if you don't have them, and when others have smart phones, you will also become an island if you use function phones) to keep up with the pace of everyone. That is why. I said at the time that when people go out to play and others poke and stamp on their phones to share photos, you are silly and don't know what others are doing and how you will play with others in the future. Therefore, once smart phones become popular, they will be swept away immediately, and later users will be threatened by the behavior of early users to change their phones. There is no doubt that.
When the user is not in an isolated island, and the threshold of the platform is too high and the cost is too expensive, the user does not think he needs such a product. However, when the threshold of the platform is lowered and the island effect is reflected, the user's needs will be reflected. This is an important idea.
6. Grasp the essential needs rather than blindly follow the user's description
Here is another important idea to grasp the essential needs of users.
Users often put forward demands based on their own historical experience, and the development of technology and civilization may have better satisfied users' demands without users knowing it.
In the above fable, the user expressed the need for more wells, but the essence is that more water is needed. The better solution is to move to the river.
Historically, users need faster horses, and the essential demand is fast, so cars have solved this demand.
When we look at the requirements described by users, we should understand what their essential demands are. Only by solving problems based on their essence can we avoid wishful thinking.
Here is a particularly classic example. When 360 started to rise, some security experts didn't think highly of 360. Why? They said that 360's technology was not so good. To be honest, early 360 did not win by technology. Then I asked a question: What is the essential requirement of users who need security products? Is it security?
Without looking at the answer, do you think that users need security products for security?
In fact, it is not. Users need safety products, and the essential demand is just one word. They need to be cool and better online. Why are you upset? Is it cool to be stolen while playing the game? Is it cool to open the browser and play advertisements everywhere? Is it cool to die of computer card? Then you can see what 360 has done. Many technical experts think it is a shame. I have cleaned up all kinds of plug-ins to speed up your browser. I have a small assistant for boot acceleration. The expert said that this thing has nothing to do with security, and it makes users feel happy online.
The security problem of Windows has been criticized. Later, a version called Windows Vista was released. The security has been greatly improved, and then the market suffered. Why? The convenience of users was sacrificed for security. How can users be happy when they are unhappy with the operation. If they can understand the essential demands of users, they will not make such mistakes.
So when a user says, "Hurry up, give me a security product to protect me," he just needs something to reassure him to surf the Internet, and you give him an 18 way protection result that makes him unable to surf the Internet, he must be angry, and you have not discussed uninstalling it. This is a mistake made by many product users.
As mentioned above, the question of following users or leading users, and how to grasp the essence of users' needs.
Let's continue this topic and discuss how to use data and logs to understand the real needs of users in the product and operation process.
The first thing to say is, look at the log. Someone said, what should I use? Look with your own eyes.
How to deal with a lot of logs? The simplest way is to find a user's IP address, grep it, and get the complete access and operation track of the user in minutes.
Of course, the premise is that you have really recorded enough detailed logs.
When he was at Baidu, Sun Yunfeng once hosted a sharing meeting about a product. I can't remember the details, but I mentioned a case that is still fresh in my memory. He said that the chief architect of Baidu at that time, what did he do at night? Go to the server to view the access log and the search behavior of a user. Why should we look at the user's search behavior? Analyze whether the user's search expectations are consistent with the results given by the search engine through tracking the search behavior. If there are differences, analyze where the differences occur in other ways. The example was very interesting, saying that the user entered a key word, "Apple". At this time, you can't know what the user's real purpose is, because Apple is a multi directional word, a kind of fruit? Is it a digital brand? Or was it a popular movie at that time?
The user did not generate effective clicks, but searched for the second word, "Apple Fan Bingbing". Well, we already know that the user is looking for the popular movie "Apple" at that time, but what is the user's purpose, to see the story introduction and the behind the scenes tidbits? Or watch a movie video? I still don't know, but I already know that the user didn't find the results he wanted when searching Apple.
Then I saw that the user searched for the third word, "Apple Fan Bingbing Dew Point Video", and now I finally know the purpose of the user. However, of course, this search goal was certainly not successful. At that time, all videos of Apple were banned on the Internet for the reason of relevant departments, and then the user kept changing keywords, From Baidu web search to video search, and then again change a number of keywords, finally, search a keyword, Yahoo. I am leaving.
We put ourselves in a position to think about why users search Yahoo. It's easy to think of the psychology of users at that time. They were deeply disappointed with Baidu's search results, and then went to Yahoo to continue searching. But the funny thing is that after 20 minutes, the user came back and continued to search for such keywords. What does this mean? He didn't find out if Yahoo was right. In the end, the user finally gave up, but for this example, Sun Yunfeng said something that I would like to share with you. It's called understanding the struggle of users.
This example is particularly typical because it is impossible for him to get the results he wants, but what we can see from this is that as a product designer and an operator, through tracking the user log behavior, we can put ourselves in the position of understanding the user's mood, understanding the user's situation, and understanding whether there is something inappropriate in our products and operations, An inappropriate place.
Many companies will say that we have a data analysis department, we issue data reports every day, and our engineers process a lot of data every day. But in retrospect, this kind of manual work that seems to have no technical content, reading logs, and speculating on user behavior characteristics, is actually of great value. In most companies, no one does such things. They think they have programmers and databases. Why should they do such low things. However, the real user operation habits and detailed demands of users are often hidden here.
Then someone will ask, how can I know what to look at when I have so many logs?
I talked about three axes of data analysis before, namely, comparison, segmentation and traceability.
In short, through data comparison and data segmentation, filter all data, find users you think need to pay attention to, and then take a look at the behavior characteristics of these users. Understand users' demands and struggles.
For example, you can send out a game, and then see that the loss rate of players is a little high in the statistical data (the conclusion obtained through peer comparison). Then you can subdivide these lost players, and find that there is a big loss at Level 15. This is called tracing, that is, finding dozens of complete players' behavior records from these lost players at Level 15, One by one, we can understand what the players are doing. For example, there is a boss mission after Level 15, and the players go to play it. They have not played it before, but they have tried it again three times and lost it. You look back and find that players are desperate here. It's hard to get in after two or three days, which indicates that the boss is too difficult.
Today, let's briefly summarize the ideas here:
Based on some common statistical tools, or statistical tools developed by ourselves, we can count the user's behavior characteristics and behavior links, and then compare them with our own expectations, historical data, and peer data to see where they are inconsistent with our own expectations, find the problem points, and then filter the target users through the boundary conditions of the problem points, Then manually analyze the behavior records of these users. The purpose of manual work is to strengthen the sense of substitution, really put yourself into the user experience, understand the user's dissatisfaction, understand the user's struggle, understand the user's confusion and obstacles in use, and then optimize the product to meet user needs. This is an important method to talk about today.
Many people read statistical data and data analysis reports every day, but they do not seriously trace the source and have no sense of substitution. The conclusions they get are often one-sided and do not seek to understand.
What is the real demand of users for products and operations
I haven't seen this picture for a long time. The first time I saw it was more than ten years ago. It's very typical. Let's recall.
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