User insight tips for product managers

REVIEW: nuanced insight into user psychology, scientific and effective management of user needs, which firmly hold the hearts of users, this is the fundamental APP survival.

The ability to build an APP and give it a long-term viability is what every APP product developer is trying to pursue. As the product manager of the "Hotel Manager Butler", I think every day is how to firmly hold the user's heart.

Hit the user's pain point

Any successful APP is bound to hit the user one or several pain points, but how to accurately find the user pain points?

There are mainly two ways in the industry: one is data analysis method represented by competing product analysis. For example, search engine companies may set indicators, conduct searches, evaluate search results and make judgments on user needs; the other is " The answer is on the spot, "teams developing new products tend to use it more often. The CEO of our company has lived in 1000 Express Hotels. The members of the development team have 3 times per month per person to stay at the Express Hotel, and experience the products they develop. The customer service staff will answer the call by answering the user's phone and social network Search and other means of real-time collection of user feedback; team members will even go to the client's hotel on the weekend to do the front desk, observe those who hold the phone to the foreground to display the order of the guest what kind of status.

APP development period is different, access to user insights will also change. In the early stage of small sample size, the method of on-site experience discovery is adopted. After the user level reaches a certain level, data mining can better meet user needs. For example, "Hotel Manager Butler" can be analyzed to help the manager to grasp the nature of the surrounding customer base, analyze how many people read his shop every day, some people did not book what is the last reason, and so on. The future can even explore the changes in the way users book hotels.

APP's three standards

Design APP products must learn to give up, through the large and bound user is always a temptation, but when you want something particularly large, get very little.

An excellent APP products tend to have three characteristics: First, the performance is good, popular is loading speed; Second, users can find what they want at first glance, quickly and effectively solve the problem; Third, the design is humane Children, that is, many people now often say "love."

First of all, in the current network environment, the performance of the APP product is good, and the user does not need to wait and endure, which is an important criterion for judging whether an APP is good or not. WeChat performance is quite prominent, in the network environment is very poor, many of the APP can not open the case, it can also be used. But performance is not a purely technical issue, it also includes policy considerations and developers need to balance speed with performance. For example, when you click to view a WeChat message, it always enters the message list, instead of displaying only a single message. This will sacrifice some speed but will make the message more likely to arrive.

Second, we must learn to give up. It's always tempting to bind users large and full, but you get extremely little when you want something particularly large. As an application used on mobile terminals such as mobile phones, simplicity is very important because the device has limited screen space and users have limited tasks. But how to understand "simple"? It is actually a reasonable order. There are countless instruments in the cockpit of the aircraft, can you say it is not concise? It must be so complicated. So it does not mean less and simple is concise. APP concise should refer to the core function is very prominent, non-core functions can be found, do not need the function is not.

Third, "having love" is an important attribute of a good APP. APP always interact with the user, the interaction process should try to make people feel good. To be pleasurable, one must recognize one's own user base and add more and more details to their preferences. In the past to open the "Hotel Manager Butler" map, the nearby hotel will be displayed at once, lack of features and very stiff. Later, considering that our core user group is about 20-year-old young people, their QQ skin will be very fancy, microblogging template is also full of personality, that is, they are pursuing a publicity, fun, cool, so we will be the hotel The display changed into a fun way of falling from the sky.

Feel APP is alive

Not all user loss is bad, on the contrary, the user management Sometimes, but also deliberately "forced away" some users, "purifying" the user team.

For an APP, the user's download is only the first step in the Long March, the loss of users after downloading is a problem that must be faced. Some research shows that APP products will lose an average of 76% of users within three months after downloading, and it is indeed a challenge to maintain users.

The reasons for the loss of users vary. One is the 3-minute effect, some people even say that the 60-second effect, which means that if within 3 minutes the user can not find your bright spot, or that he urgently need to solve the problem you can not solve, you may be deleted directly, Or indefinitely into the "cold palace." This is a problem of the product itself and needs to be fundamentally changed. The second is that users really do not have a demand for a particular period, such as booking a hotel is not a daily requirement, if the APP was shelved for this reason, it requires continuous operation so that users think of you when needed.

The operation of the APP is very important for the maintenance of the user. Though the hitting list in the industry may be effective temporarily, it does not make sense to follow up without operation. How to understand the operation? I think it includes product operation and market operations in two parts, its essence is to establish the relationship between products and users, rather than just understood as doing activities. There are many ways in which products can be operated, and the most commonly used information is pushed. In the product to add fun details, the function is a self-operation, such as we often change the fun boot interface, the Christmas icon will become a small sign Santa Claus, the purpose is to make users feel your product has been people In the heart to do, your APP is living and not just a cold tool.

In addition, the proper management of user expectations is also the wisdom of customer operations. We refuse to let a person subscribe 5-room users in succession to 5 people. Although this is not against the rules of the industry, for the APP products, this situation may make the booking verification procedure more complicated and affect the experience of other users . In order to make the product more concise, would rather sacrifice such users. In the face of such needs, we can honestly say they can not do it, or ask the user to wait for some time, rather than just promised to change. Setting a reasonable expectation for users to provide users with the best possible user experience within reasonable limits is also an important aspect of building a good user experience.