User research: Mobile phone QQ music player lost user research

Article Description: Mobile phone QQ music player lost user research.

The loss of a large number of users to our products bring great challenges, the user why the loss? Where did you go after the loss? How to retain existing users? How to "Recall" lost users? This article takes "mobile phone QQ music player loses the user research" as an example, talks about own understanding, for everybody reference.

One, let's get the terminology straight .

There are some terms within the team that are defined before, and there is no error, just understand and use it. Some terminology team first contact, need to be defined first, after the team internal consensus, before the follow-up work.

Mobile phone QQ Music player As an example, the product side before the definition of the following terms:

The two terms commonly used for the loss of user research are defined as follows:

User: Anyone who has ever used a product can be called a user, the key is to use what dimension to divide these users, to solve the "dimension" problem can help us to sample research, generally from including age, sex, geography, occupation, income and other demographic attributes and the relationship between people and products is whether the use of products, the use of the long, Use the frequency of inferior dimension to divide;

Lost users: To determine what is the loss of users and the loss of the user's dimension division. The definition of the lost user, there are generally two methods: Objective dimension definition-time, landing frequency, landing times; subjective dimension-the user is not going to use the product anymore. The user's dimension is divided into two aspects, the user's attribute and the relationship between the user and the product. In the mobile phone QQ music loss user research project, from the following two aspects to divide the loss of user dimension, 1. User attributes, including age, sex, education, etc. 2. The relationship between the user and the product, including new users/old users, the use of the site, the use of other competing products.

The above definitions vary according to the product and project team, for example: Mobile phone Qqreader project group for the loss of users is defined as "four months have not used the product," and mobile phone QQ music is defined as "two months did not use the product", the game group will define the time span of six months. According to the characteristics of the product (on-line time, use frequency, etc.) to determine a rough time, there is no need to waste time on this issue, because the purpose of the research is to find out the shortcomings of the product and to correct, for the same product, two months ago to give up and four months ago to give up the reason is not much different.

Other terms that will be involved are: Historical users, returning users, surviving users, and so on.

Second, the whole idea of research

Study who? (Determine the sample) → How to study? (Find out the cause of the loss) → research results apply to all the lost users? (quantitative verification) → which results are more important? (prioritizing) → How to improve the product? (Make recommendations).

Here's a closer look at each stage.

1. Identification of research samples

If the operation can provide relevant user behavior data and relate to the user individual, as long as the data screening and clustering can find the target object.

If there is no relevant data, we can only gradually narrow the scope, and then for the smallest scope of the screening questionnaire to screen.

Do mobile phone QQ music player lost in the study, because the user can not extract QQ number, can only be narrowed down to Symbian and Java platform (then mobile phone QQ Music player only these two platform version), so extract the two platform users QQ number for questionnaire research, Through the screening problem in the questionnaire to narrow down the scope, to find the sample we want to study.

In this work, it is best to focus on the long-term, the collection of user data in subsequent other projects can also be used as user resources, therefore, the user collation, classification, the establishment of user library is very important.

2. Qualitative Excavation

The purpose of qualitative excavation is to find out all the causes of the loss of users in a comprehensive and in-depth way, generally through backstage data analysis, questionnaires, interviews, tests, focus groups and other ways to locate the list of problems. Whether the problem can be accurately and comprehensively identified depends on the subjects we choose and the control of the operating process, which is often limited by the research conditions. Two.

In the excavation of the reason, pay attention to three points: 1. The dependent variable and the independent variable must be related; 2. The reason must occur before the result; 3. It's not a fake correlation.

Tips: After using the researcher to determine the cause of the loss, it is best to invite several experts related to the project (can be product managers, interactive designers, product directors, etc.) to open an expert forum, one can verify the reasons for the loss of your excavation is comprehensive, in place; second, we have reached a consensus on the stage results of the study, Facilitate the development of future work.

3. Quantitative Verification

As long as the effective data exceeds a certain amount, it can be studied quantitatively, it has nothing to do with the research method you use, this "quantity" is determined by the product characteristics and the content you study, and it has a great relationship with your sampling method, for QQ users, because the total number of users, if the sampling method is unreasonable, even if your sample size is 100,000, is also not representative. In the final analysis, this is a process of accumulation of experience. For beginners, in the case of uncertainty as to how much the sample should be, it can be captured within tolerable limits.

Quantitative validation solves three problems:

1. The reason of the loss of excavation in qualitative stage is correct;
2. There is no omission of the reason of the qualitative stage excavation;
3. The severity of the cause of the loss;

The point to note here is that the severity of the problem may be based on the frequency of the problem, the number of users who are responding to the problem, or the outcome of an expert discussion, but this is not the order in which the project team solves the problem, and the problems encountered during the implementation phase are difficult to predict.

4. Data Analysis

For the obtained qualitative data and quantitative data collation, analysis, this part does not do too much explanation, because it is difficult to have a universal template and specifications, to specific problems to solve the solution.

Don't be lazy in data mining, think more about the dependencies before the data and the reasons behind the data. When I was doing a lost user survey, the product manager asks for a request: Ask the user to listen to music in the local and network songs list, when the music is playing, tend to switch the interface to the playback interface or directly on the list page, then set the following two questions in the questionnaire:

When you use your mobile phone to listen to music, which way to choose more songs?

1. When listening to local songs:
A. Choose a song or some kind of song to listen to
B. Listen to it casually
C. Two of the same situation

2. When listening to network songs:
A. Choose a song or some kind of song to listen to
B. Listen to it casually
C. Two of the same situation

After data collection, I did the statistics, and finally habitually do the data before the correlation analysis, Product manager is based on the relationship between the two, do "local" and "network" between the decision to deal with.

5. Propose improvement strategies

Macro: Put forward the overall strategy of product development in the future;
Micro: Suggestions on improving the experience of the details;
Any suggestion should be constructive and should directly relate to the project team's objectives and directly associate the project team member's KPI.
This is the project group's most concerned about the content, but also the early work of the show, must be more effort. The so-called stage for a minute, the next ten years of work, this part of the content is not wonderful, our "Taiwan decade work" is in vain.

Third, General Operating Procedures

According to the research ideas, summed up the specific operating procedures are as follows:
qualitative mining → data analysis → quantitative validation → data analysis → output report → review → follow up product improvement.
To mobile phone QQ music player lost user research as an example, I developed the following procedures:

Finally, this time work, give me the biggest sentiment is: Use Product manager's mentality to do user research, work to keep thinking, summing up, precipitation, sharing, this is a continuous cycle of the process, need to persist, need to endure loneliness, need cherish when gold ...