A fulcrum for researching mobile internet users: User expectations

What do you want to see when users use their mobile phone to surf the Internet? Our products have surprised the users, confused or disappointed? What role do users expect to have in mobile user research, what needs to be seen and what errors can be corrected through user expectations? Next let us use the user expected this fulcrum to pry open the user needs that door.

1, what is the user expected

User expectations, as the name implies is the user for the content to be seen and the operation of the prior knowledge and expectations. Mobile Internet in the field of rapid change today, mobile Internet users continue to experience the surprise and disappointment. Compared to the traditional PC Internet, mobile internet users more fragmented time, the purpose of the Internet more blurred, pass the time to become one of the important drivers of the Internet. The fuzziness of this kind of motivation has given the mobile Internet product staff a vast space to create, but also to the user can expect space. The right to know and understand the user's expectations for wireless product testing, improvement and upgrade has a very large role, below we will see how to put the user expectations as a fulcrum to make better wireless products.

2. When the user is expected to be inconsistent with the product

Surprise: When users use their mobile phones to surf the internet, if they find new content to try and get unexpected features and content, users will have a very pleasant and positive attitude. Especially in a more specific environment, suppose an outside travel without prior reservation hotel user, inquires the hotel not only obtains the specific address and the contact method, but also can see the past visitor's appraisal, displays may for the reservation room condition, in the remote place user will be how pleasantly surprised mood.

Puzzle: The biggest difference between mobile phone and PC is that the mobile phone operating platform is different. Product people often develop different pages to fit different platforms. For users who use only one platform, the existence of other platform suitability information will be understood, identified, and used to be worth our research. For example, the mobile Internet page is generally divided into colorful, ordinary and minimalist version, for these different names users will understand it? Will the choice be based on different needs? The existence of these puzzles is very important for users to use the product.

Learning: Unlike traditional PC pages, new fields must have new rules and logic. Many mobile phone products are different from the PC side, from copywriting to design styles to interactive processes. For example, the mobile browser in the record users like the URL of the tool is generally called "bookmark", PC-side favorites are very different. Users need to go through a short period of learning and memory. What kind of difference is worthy of the user to learn, and what kind of difference will cause users to abandon the operation in the product design must be carefully considered.

Give up: Users use mobile phone time is more fragmented time, the purpose of the Internet is not as absolute and accurate as the PC end. Users are more casual browsing with the mood of the internet with mobile phones. If the display of a region on the page is not very familiar and understanding, for the operation of a process has been confused, the user is very easy to give up the operation. It is important to know which step is out of the question and which content is not understood by the user for testing the product.

Anger: Users should be proficient in the operation, the correct understanding of the need for a period of learning, to establish their own cognitive model. However, if the new things are too complex or too different from the previous PC-side cognitive model, users will be confused and forced to disrupt operations, creating discontent or angry emotions. Mobile phone users search for a product's functional information, out of the product is the commercial advertising, users angry mood is conceivable.

3, understand what users expect to do

Test Product:

The content of the Internet is more and more high, and the product personnel are constantly creating new products and content. Does the new product conform to the user's operating habits, and can it be accepted by the user? Why did the user never point to this content, and why did the user give up the operation? The user is expected to be a good fulcrum for unlocking these mysteries. The user's behavior is often unconscious, let him answer why not to operate, he often can not answer, and if further ask: What do you think this should be? Do you understand that? No, I don't know what this is. "or" how could this be so? " The answer is solved, this product or this operation is inconsistent with the user's expectations, is the best way to understand the actual use of products users.

Product Improvement, Upgrade:

What about the low usage of some products? Some content few users will go to click why? Why is it that more users who use Nokia mobile phones are not interested in a particular content? It is very obvious that the gap between user expectation and product function can be explained correctly. In the user's interview, can often hear users of the product voice silent complaints and dissatisfaction, "this if have to share the function how good ah!" These higher level of user expectations, are a good entry point to improve the product.

Product Function Innovation:

Users often have expectations of behavior, what the consequences of an operation, what role, many users will have a more clear and clear expectations. Meeting this expectation is the opportunity for product innovation. The environment that uses the mobile phone to surf the internet is various, in different environment, we have different anticipation. For example, in the rainy day outdoors, I need the information of the nearest convenience store, what is needed is the information of the Taxi dispatch center. And the users of these expectations is the purpose of mobile internet users. The difference between different users is expected to give the improvement of the product's inspiration and direction.

Article Source: Baidu MUX Reprint please indicate the source link.