The real world of user research

The essence of demand analysis is not that your "user" tells you what he or she "needs", but what you get from these "needs".

True Story

This is the real world around you and me ...

Appearance: HR, Wong (Me)

Topic: Pay, buy

Related products: A comment group purchase, Alipay, QQ

Observer: Product Manager (PM)--Another "I"

The cause of the story is the dialogue on the QQ:

HR: "Do Me a Favor" "Give me 200 bucks to my Alipay, I'll give you cash."

Wong: "OK, no problem", "direct transfer from Alipay to you?" “

HR: "Well, ******** (Alipay account)"

Wong: Landing Alipay, select "I Want to pay", enter the other account, 201 yuan (how much 1 yuan?) ), a careful look at the hint, 1 yuan service fee ... Confirm payment, Login to net bank, use credit card to pay, success.

Wong: The payment was successful. “

HR: "Roger." "I'll give you cash, huh?"

Wong: Well, what are you doing? “

HR: "http://**********************"; "I buy this"; "not without money, to find ways to save"

Wong: Click on the link, see is a group purchase information, KTV coupons plus some gifts, I am familiar with a website;

Wong: "(QQ big smiley Face)"

HR come to my office and give me the cash.

Wong: You have no money in your Alipay account? ”

HR: Yes, I paid for the other people in front of the shopping. ”

HR: "I'm going to have a birthday" "ready to invite people K song" "* * building, 198 yuan, 3 hours singing also send 100 yuan supermarket coupons ..."

Wong: "Let me See" (Just don't look at it carefully)

HR: "If you ask someone, you can think about this."

HR turned to be ready to go when, "if you want to order the words I just that link oh"

Wong: "I just opened the link you gave me"

HR smile: "Ha, with this link to order, I can get 10 yuan rebate"

Wong: "Haha, good"

Wong: And carefully looked at the purchase information, KTV name is not familiar with the "good Le Di", recently seems to have no plans to organize KTV activities, think or not decided to buy.

Product Manager Observation

A very simple event, the Alipay account has no money, find colleagues to help transfer, to cash, and then go online to order a group purchase. What do we see and think of in such a simple event?

I. About ONLINE payments

Observation 1:wong When you hear HR inquiries, respond directly to "transfer directly from Alipay to you?" ”

Analysis: From this sentence, you can guess that Wong should be Alipay's an old user, because he from the HR request, directly guessed the way to use the money into each other's accounts. In fact, when Wong used Alipay, he already knew that Alipay had the ability to transfer money directly to other accounts, and that it paid several domain name purchases.

Observe the way 2:wong landed Alipay. Not in the browser address bar directly input Alipay domain name "www.alipay.com", but in the address bar directly entered the "Alipay" three Chinese, and then jump to Google's search results page, click the first search results into the Alipay website.

Analysis：

Why not enter the website address directly? Wong: "Alipay English is hard to spell, remember, if called ' zfb.com ', I definitely lost this site." “。

PM: "It seems to take an Internationalized domain name does not conform to the national conditions need ah." ”

Why Google instead of Baidu? Wong: Originally I thought is Baidu, the result browser set the default search is Google, but indifferent, can get the right result is good.

PM: "For search engines, user loyalty is not important, it is important that users can quickly get the right results." ”

I want to pay for the operation.

Observe the 3:wong in the input of HR Alipay account, showing the corresponding "name", which let Wong pay special attention to verify that, indeed, is the real name of the HR.

PM: The safety awareness of Wong is relatively strong. At the same time Alipay's this automatic according to account information display corresponding name, but also to remind users to verify the sense of the wind control.

Observe the 4:wong in the "payment reasons" hesitated, here to fill in what? What's the use of filling in this? Finally casually fill in a "pay", after the forgotten.

PM: What's the role of payment reasons here? Do users really need it? If it's not necessary, why put it in such a conspicuous position? Without the necessary functionality, it should not be designed in such an important area.

Observation 5:wong in the input "payment amount", did not notice after "+ 1.00 yuan service charge?" , but he saw the following line of "free SMS notify each other" option. And also deliberately read the following gray hint text: "The amount is greater than or equal to 1 yuan when the service can be used." ", considering that in the company, there is no need for SMS notification, so there is no choice, then Wong ordered" next ", continue to operate, the entire page in addition to the middle form area, the contents of other areas are not" see. "

PM: Why did Wong not see +1 of the service fee information, but saw the message below the free SMS notice? Obviously, in Wong's operation, he was more concerned about the correct account input, how to inform each other, and whether the charge is not his focus on the needs of this stage; and, 200+1 's display is clearly not 201 of the difference is more conspicuous, Wong on the payment confirmation page, Only notice from the 200→201 change, at this time began to pay attention to the charge of 1 yuan.

In the various forms of the Web site process, the focus of the product design should be how to let users faster, more accurate completion of the relevant operations, as the operation may have impact, should be in the final step to give users to confirm and remind.

Watch 6:wong use credit card payments, put money into their own Alipay account, and then into the HR account.

PM: Why does HR not use credit card to recharge his Alipay account directly? Does HR have no credit card? There are two possibilities: one is that HR does not use a credit card; the second is that HR does not know that it can be recharged with a credit card to the Alipay account. The third is that she did not open the credit card online payment. The second possibility is not high. Why? From the situation of the use of Alipay, not a novice, from their professional analysis, manager level, in the IT industry as an HR work, usually online shopping, net silver, credit card should be her familiar products. So the net silver she must be open and often use, credit card should have, just estimate did not open online payment. This also requires an in-depth interview.

Two. About Group buying

Observation 7:hr from QQ sent over the link address, Wong directly click on the open, and did not look carefully at the structure of the address.

PM: Many people are cheated or in the Trojan, is due to such negligence, but also indicate that the site to others, some users do not deliberately to pay attention to the structure of the Web site, in fact, are eager to understand each other through the address of the message is what. Then the product in the design process, hope that the user itself to enhance the risk awareness to reduce the safety of the product is not a good solution; So QQ automatic identification of security sites and give reminders to play an effective warning role, but this role is still limited.

Observation 8: In the group buying online, Wong from the beginning to the end, did not notice the second screen content, in fact, the second screen below the content Wong completely ignored, he needed the main purchase content in the first screen was obtained. The first screen is critical in the design of the Web page, if you want users to browse to more than the first screen below, you should visually let users know that the first screen is not all content, you can use the "anchor", "pager" and so on to jump transfer users from the first screen jump to the following content.

Why does Wong think all the information is in the first screen? A key UI design is the red border of the group buying information area. This is visually misleading, thinking that information is covered in this area.

In HR Tell Wong, this is KTV discount group purchase, Wong deliberately focused on the name of KTV, not Wong is familiar with the "good Le Di", so Wong in deciding whether to participate in group buying, this information as a decision conditions of one of the important one was rejected. In the title of "Buy Today", continuous text piling up, but also led Wong in understanding the information process, did not quickly and clearly grasp the details of the reason for the purchase. We can try to analyze the key points of the title:

198 yuan, the original price of 785 yuan, mark the fashion ktv,3 hours, private rooms, singing packages, prime time, 100 yuan, supermarket coupons, evening vouchers, popcorn 1 barrels

If we redesign the title, how would you design it?

PM:

Obviously, this group buys the product design personnel, neglected the "commodity" information display focal point of the group purchase itself, from the entire page design, only highlighted the KTV concept, but neglected the more detailed product content. In fact, the more detailed information is below the second screen, but for Wong, there is no indication or path to guide him into the second screen.

There are a lot of decisions about whether a user buys your product, and some decision points are critical. such as price, such as the value of the "commodity" itself, on this final business value page, PD (product design) should devote more effort to mining the user's concerns, and constantly meet the decision conditions until it reaches the purchase threshold (that is, make the user determined.) ）

HR decided to buy the basic needs of this group purchase, it is not because it is 25 percent KTV concessions, but because she wants to celebrate the birthday, ready to treat K song, and just this discount can let her in the invitation friend K song, by the way save a lot of money; "KTV" "25 percent" is only the key decision in HR decision condition, is not a user's real need, because even 30 percent, 50 percent, 70 percent are likely to be within the acceptable range of HR. What are the real needs of users here? It is the user who wants to have a birthday (celebrating a holiday or with a friend), inviting a karaoke song (in the form of a celebration or event). Based on this demand, product managers in the design of group buying products, it is necessary to surround how users can organize a good quality activities, but also reduce the cost of activities.

Below the second screen, the details of the focus, in addition to explaining the detailed details of the goods and preferential conditions. Can tell the user what you can do in this KTV. Don't you tell me KTV is not karaoke? As a designer, you should use the idea of marketing to further guide users to make final decisions.

For example: Tell the user that you can organize activities here, because of its high grade, good environment (this will not let others think you poor hospitality), a private room can accommodate 15 people, enough to make a small party (you can invite more people); To provide so much information is only for one purpose, so that users have more decision-making information to make him determined.

Summary: The critical moment of user research is to focus on any events that occur around you and keep asking the reasons behind the events. Always focus on the people around you, his or her career, his (her) age, his (her) hobbies, his (her) daily behavior, his (her) thinking characteristics, this is as a product design personnel should have the basic qualities, you can call this "occupational disease", but it is clear that A person with such an occupational disease is the key to a good product designer. Do not believe the ultimate design intent, many times you want users to focus on the information, the user is not in fact at all; do not think that the success of the product depends on one or two key design, in fact, users use every detail of the product, can cause the failure of the product. To observe the real world around you, the root of your needs still comes from the environment in which the user lives and the person you are, so you should study sociology, psychology, and behavioral histology. You should know what the everyday people's entertainment and leisure life is like, what is K-song? How to consume. What can be done in the bar. Knowing the nature of life, you will find that you are aware of your user presence whether you are doing innovative products or improving existing products.