ArticleDirectory
- Overcome psychological barriers
What is essential for people to make products is to talk with customers. The biggest problem that comes with them is "what do we want to say to them? "The following describes how to deal with users during product formation based on years of product experience and thoughts, as well as the content in running lean.
Overcome psychological barriers
- We are learning, not selling.
Before selling a product, we need to clearly understand the real problems of the customer and the correct solutions. In the learning stage, we set the environment to be the listener. The customer is the speaker.
- Do not always ask the customer what they want. We need to judge the design.
- Sometimes the customer is polite, and sometimes the customer does not know what it needs. If you keep asking, What you get may be a "lie ".
- Sometimes the customer makes it clear to you that this is necessary, so you cannot stop it. Instead, you should explore it in depth and ask them how they solve this problem now? If they do not do anything, it may be less important than what they say. If they use a competitor's product or solve it by themselves, then this problem may be worth solving.
- Encourage users to take actions. Sometimes the customer says that your product is good, so you ask him when to try it out? If the customer says they will buy your product, then you ask him if he can make a prepayment with a refund guarantee?
- Determine an interview process to help you do a good job of interviewing with rules
- Initially, the customer scope is determined to be larger, and then the scope is reduced to prevent local optimization.
- The best method for face-to-face interviews. In addition to the content, you can also observe the customer's body language to learn additional real information. In addition, meeting is also an opportunity for in-depth interpersonal relationships.
- Start with people you know. Looking for people to be interviewed at the beginning is sometimes a challenge, starting from the right customers you know, and asking them to introduce you to the customers in the next interview.
- Have a good time in advance. Communicates with the customer about the expected communication time, so that the customer can arrange the communication, reduce interruptions, and improve the interview quality.
- Ask someone else to go with you. Maybe you have no experience or fear at the beginning, so you can find someone to go with you. In addition, the other person can help you get more complete user feedback.
- The interview can be recorded only with consent.
- Record the interview several minutes later
- Adequate number of interviews
Problem interview
The problem interview mainly verifies your question hypothesis. The primary purpose of a question interview is to see how the user reacts to your questions.
- Product risks: What problems do you solve? How do customers arrange the three most important questions?
- Market Risk: Who are your competitors? How do customers solve these problems now?
- Customer risk: who has these pain points? Is this a feasible customer segmentation?
- 2-minute import, mutual introduction, meaning
- 2 minutes to collect customer information and determine customer segments
- Tell a story in 2 minutes to describe the problem scenario
- 4-minute questions are scheduled. "Are you having these questions? "
- 15-minute demand exploration, which is the core of the interview,
Try the Nine-tier interview method.
- Close in 2 minutes. Confirm the feedback, follow the requirements rather than the facts and interview process, and throw out the product high-level promotion concept to attract the customer's interest. Obtain the permission for further follow-up and referral for sustained and lasting feedback
- 5 minutes to record documents. The following is a template for your reference.
Do you understand these problems?
- Review the interview results every week to see if you need to change the interview process
- Start transferring interview customers to early adopters
- Refining Problems
- Understand existing alternative products and solutions
- Discover early adopters from potential customers
Conditions for end of Question interview
- At least 10 people were interviewed
- Identify the roles of early adopters
- At least one problem must be solved.
- It can describe how users solve this problem.
Scheme interview
The solution interview is to ensure that the solution to the problem is verified before the actual product is built.
Many customers can only speak about the problem and cannot speak about the solution. The main purpose of the solution interview is to visualize your solution to the customer through a minimum function demo product to verify whether the solution can solve the customer's problem.
- Customer risk: who has a problem? How do you identify early adopters?
- Product risks: How do you solve these problems? What are the minimum functional products?
- Market Risk: What is the price model? Are customers willing to pay for your products? What is the price?
Demo production guidelines
- Implemented
- Looks like a real product
- Fast Iteration
- Minimum waste
- Real Data
The previous three steps are the same as the problem interview.
- 2-minute import, mutual introduction, meaning
- 2 minutes to collect customer information and determine customer segments
- Tell a story in 2 minutes to describe the problem scenario
- The demo and test solution will be demonstrated in 15 minutes. This is the core of this interview. It shows how your solution solves each problem and then the following questions.
- Test the price in 3 minutes. A good price is the acceptable but difficult option for users. Instead of asking the customer about how much money they can give, they should tell them your price model, and then observe him to see if he hesitated or agreed immediately.
- Close in 2 minutes. Confirm the feedback, follow the requirements rather than the facts and interview process, and throw out the product high-level promotion concept to attract the customer's interest. Obtain the permission for further follow-up and referral for sustained and lasting feedback
- 5 minutes to record documents. The following is a template for your reference.
Do you have any problems worth solving?
- Review the interview results every week to see if you need to change the interview process
- Add/delete Functions
- Confirm early assumptions. If the problem interview is over, this is no longer a problem.
- Refined price
Conditions for ending the scheme interview
- Determine roles of early adopters
- There is a problem that must be solved
- There is a minimum functional solution to solve this problem
- Price the customer is willing to pay
- Rough calculation of this solution can form a business product
MVP interview
Before selling products to customers through channels, we need to sell them to early adopters face to face, then refine the design, positioning and price, and then sell them on the market.
- Product risks: Where is the product attractive? Is your product introduction page attractive at a glance?
- Customer risk: Do you have enough customers? Can existing channels bring you more customers?
- Market Risk: Is the price suitable? Will customers buy your products?
The MVP interview is the same as the previous questions and program interview. It is more learning than marketing. The initial MVP interview should be conducted in person, and subsequent interviews can be conducted through remote sharing.
- 2-minute import, mutual introduction, meaning
- 2-minute product introduction page, test UVP
- 3-minute Product Price page, test price
- Register for activation within 15 minutes and test the solution. This is the core of this interview. Ask the customer to register for activation and observe how the user can navigate the activation process.
- Close in 2 minutes
- 5 minutes to record documents. The following is a template for your reference.
Product Management: User interview
Recommended:Online e-books you may need
Agile individual Sina apron:Http://q.t.sina.com.cn/135484
You are welcome to reprint it. Please note: Reprinted fromAgile personal website
