Analysis of the significance of demand scenarios to product design

The requirement scenario is a more grounded gas analysis and method of describing the user's needs (I personally prefer the term "demand scenario"). It should have such a structure:

"At a time (when), a location (where), something is around, a certain type of user (WHO) has a certain desire (desire), and will think of a means to satisfy the desire." ”

　　1. The meaning of the demand scenario

In the traditional software development process, Product Manager/Product planning will first provide a list of features. This list of features is often described in a program-oriented way, such as "Product list support is ordered from lowest to highest price."

The drawbacks of this description are:

The Product manager concludes that this is often because the competitor has the function, rather than analyzing the user's real needs.

Partners (Interaction designers/visual designers/Development engineers) can not directly realize that the function is to help users achieve what goal, also do not know the value of this function, what can bring real life changes.

Describing requirements in a demand-scenario way can effectively avoid these drawbacks:

The product manager knows what this newly developed feature is designed to help users solve problems

Interactive designers can learn the details of this requirement scenario: "Frequency of occurrence, strength of demand, what kind of capabilities and assistive tools the user has"

Other partners are more likely to understand the value of this feature, to be able to express their opinions in a timely manner, to veto the unreliable features, and to generate a stronger resonance with the value of the function, full of enthusiasm.

　　2, how to judge a use (demand) scenario is valuable?

In accordance with previously learned psychological knowledge, when the user has a certain need, will try to use a variety of means to meet it. When there is no solution to the design of the environment, the user will be able to find something to work with as much as possible (you know the plane Cup, inflatable doll, etc.).

When there is no solution, the user can only be suppressed. When the solution is not found for a long time, the user will despair (learning to be called "learned helplessness") and suppress the attempted behavior (no internet shopping, no matter how strongly you want to buy a wedding anniversary gift for your wife, will not open the page). However, once the solution to the user, ask him to try, he experienced the joy of success will be put down on it (think about the 12306 booking success when the mood, although really rotten).

So there are two ways to measure the extent of a demand scenario:

Investigation at this stage whether users are working together to use a product, the heart in the dozens, but also endure the use (and think of 12306 right).

Use the cheapest cost to make a basic solution, and ask the target user to try out the experience.

　　3, the use of (demand) scenario description method and the necessity of each part

As mentioned earlier, the requirements scenario should be described as follows:

"At a time (when), a location (where), something is around, a certain type of user (WHO) has a certain desire (desire), and will think of a means to satisfy the desire." ”

The meanings of each part of the information are as follows:

When,where,with

This information, in fact, is a unified description of the environment in which demand arises. From these environmental information, we can analyze the conditions that induce demand and the environmental conditions when demand arises.

For example, "when waiting in the terminal, users will want to charge when they see their phone is too low."

Based on this, it can be analyzed that the user is under the low battery of information stimulation, want to charge. At that time he was located in the terminal, a place full of electrical appliances, but no sockets developed for passengers.

W.H.O.

The demand scenario also needs to analyze what type of person has this need and what ability he has to potentially help him achieve his goals.

Continue to the previous example, the mobile phone users can have this demand, because they get off the plane will generally contact the family to call the peace, contact others to pick up the machine, and so on. These people who fly are generally more wealthy, with cash or credit cards.

Desire

There are some caveats to the requirement description, which is that there is often a deeper level of demand behind a demand, which is simply a solution to this need.

For example, to charge a mobile phone is a requirement. But the need may be to get bored, to keep your family safe, to see your destination city map, to contact a travel agency, and so on. Charging your phone is just one of those things that users can think of as a solution.

A continuous layer of analysis needs can help you understand more clearly what users want. Then, once it is too difficult to meet a certain demand, it is also possible to meet the needs behind it. For example, suppose that charging in the terminal is too difficult, providing the user with a TV (to pass the boredom), a public telephone with a credit card (to keep the family safe), a destination map for the flight (see the destination city map), and a hotel (contact a travel agent).

Method

Method is the user's existing solution. A clear description of the existing solution can help the product team determine who the competitor is. This kind of competition is often not confined to the same industry, as long as the target demand, is the competitor.

For example, for the need to obtain geographic information, the satellite map's competitors may be paper maps, compass and aunt.

With the understanding of competitors, you can more clearly know the existence of such user needs, how strong, our new scheme has the advantage of the other side is weak.

In summary, based on demand scenario analysis user needs, can make the product more grounded gas.

Analyzing the meaning of demand scenarios for product design