"Stripped" out of the user role

Recently, I've been doing some activity pages and mobile games myself, and I've come to realize the importance of the character model. Role model, is the design of products when the lights, is the product manager and interactive designer's design reference.

Create a character model, is peeling (like peeled onions, although the tears, but the taste of onion is good)? Yes, we need to peel the user's soul, and then flesh these souls, put on the coat (demographic characteristics). In this case, we will feel the user is around us, vivid, impressive. Just peeling is not enough, we also need to categorize, understand the user's goals, opinions and behavior, find differences and similarities between users.

According to the types of user research and analysis methods, there are three ways to create a role model: Qualitative Personas, Quantitatively Qualified Personas and Quantitative Personas. Combined with Alibaba Chinese Station Trading Line User Role Model project, the following method of creating an analysis:

There are many research methods, commonly used methods are: questionnaires, user interviews, site observation, usability testing, data analysis, website traffic / log analysis. In the transaction line, interviews, questionnaires and data analysis are helpful to find the users' goals and opinions. On-the-spot observation and website traffic / log analysis are helpful to understand user's behavior.

In the process of creating a character model, we often encounter the following questions:

1. How to use data for segmentation? How to see the law of data?

Find the latitude differences from the data and find out all the relevant factors that caused the differences.

2. How to design a questionnaire? What latitude?

By order of the whole process of trading - Management - Payments - Logistics and product dimensions (taking into account the actual operation of the user process).

3. How to write a syllabus?

Understand the user's information, refer to the user role division dimension questionnaire.

4. How to conduct CRM analysis? See related topics

5. How to carry out crosstab analysis? See related topics

6. How to segment users?

In general, broken down by user goals, broken down by life cycle, broken down by a combination of behaviors and perspectives. In the Trading Personals project, segmenting roles is a key factor that drives differences in customer goals, behaviors and perspectives, such as different sources of goods and different shopping motivations.

7. How to test the initial sub-latitude?

Segments can explain known key differences, such as: buy a house target (second-hand housing users and new home users), you can explain the differences in the use of keyword search); segments should determine the functional design, interactive design and sketches Play a decisive role.

6. Quantitative verification are there any ways?

Data Cross Tab Analysis (CRM Analysis, Quantitative Questionnaire, Website Traffic / Log Analysis), Statistical Analysis.

7. What are the characteristics of character needs?

With reference to the role model parameters, personas are driven by goals, behaviors, and opinions rather than simple demographics.

8. The use of character model?

Develop new features and enhancements (understand user needs), interactive design details (learn about user habits).

Related topics to learn when creating a character model:

1. CRM data analysis

Binding a user's history and values ​​with his questionnaire to find inner relationships to better define or describe personas. It includes: transaction records, financial data and demographic information three types of data.

Transaction history, showing which products or services the user has purchased, the frequency of purchases, which will strongly influence the site's goals and behavior as a basis for user segmentation. Financial data, which use numbers to measure the financial value of different personas, can also help prioritize individual personas. Financial data can be related to user research questionnaires. Demographic information does not make any significant determinant in the creation of personas, and personas are driven by goals, behaviors, and opinions.

2. Website traffic analysis

Two ways: a. Find the behavioral patterns that determine their role, analyze the data, and try to relate the data to the breakdown of group behavior. b. Binds individual user's click stream with his reply questionnaire for further detailed analysis. Explore the user's various behaviors, including: the entry page (where to get to the site), the reference page (where from, like the search keyword page), the exit page, the common path, the purpose of the feature (the most visited content and features), the search Conditions, conversion rate, duration and frequency of visits and more.

3. Segmentation of users

Target segments: user goals such as: want to buy a house, want to know the market dynamics and want to sell the goods, etc .; use cycle breakdown: the same person at different times as a different personage to use the site; behavior and subdivision: if Web site too many features or product categories, not easily broken down by target, you can consider using this method of subdivision. Through the behavior and perspective matrix, the quadrant has become the main basis for the breakdown of users.

Quantitative verification

Data Cross tab analysis to analyze whether subdivision latitude can explain or influence other key differences that exist, and verify that the subdivision latitude is correct (using the excel pivot table). Statistical analysis, ANOVAS (analysis of variance), which computes these subdivisions, measures whether these differences are statistically significant.

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