The three elements of the user behavior analysis of Huawei Director

When doing user scenarios, if empathy is not strong enough, is there a scientific and effective way to help you think about user scenarios? Today @edc Yu Yuanqing combines books to list three key behavioral analysis elements, with a large number of life examples to help you easily understand these three points.

I wrote an article today, hoping to help answer this question from a dimension. ：)

Three elements of user behavior analysis

There is a good phenomenon, in recent years, the user experience design vigorous development, more and more product design and development colleagues recognize that a product design and development needs, should not be accumulated by the complex functional characteristics, but should be based on the core value of user scenarios as a basis for the effective series products provided by the functional characteristics of the formation. This is a good thing, we do product demand analysis, see is no longer just a piece of hundreds of functional spreadsheet, but also has a distinctive persona and real scenario, so that product design more effective and targeted.

Dig deep, there are many points to expand on the thinking dimension of the core value user scenario. Various points of thinking active rich makes many excellent designers and product managers have formed their own unique but have a certain common product design concept, which is also the necessary process of product design.

Recently read BJ Fogg a paper, a Behavior Model for persuasive design, think the paper mentioned in the three elements of user behavior analysis is very interesting, can be used as a core value user scene analysis of a way of thinking input, so today recorded, And do some of their own superficial thinking summary. ：)

Paper Address: http://bjfogg.com/fbm_files/page4_1.pdf

This is paper presents a new model for understanding human behavior. In the model, behavior is a product of three factors:motivation, ability, and triggers ... for a WHO to perform a target Behavior, he or she must (1) is sufficiently motivated, (2) have the ability to perform the behavior, and (3) be triggere D to perform the behavior. These three factors must occur at the same moment, else the behavior would not be happen.

The above is a summary of the paper, the author describes his creation of a new model to understand user behavior, in this model, user behavior is driven by the combination of motivation, ability, trigger point of the product. To accomplish a target task, the user must have both: sufficient motivation, the ability to perform task operations, and the trigger point.

The author expresses the model in a simple schematic diagram, the longitudinal axis is the motive, the horizontal axis is the ability, when the motive and the ability is high enough (the upper right corner), also has the trigger point, the user will go to operate the task.

Three factors of the model, simply tell.

　　1, motives

What is the motivation of the user to do one thing? Is there a willingness? This factor is very well understood.

For example, the Spring Festival to Rob train tickets, work in the field to go home at the same time the train can connect the user scene, users on the train tickets have a strong will, motivation. If in this scene the user in the home work, the festival does not go back, the hometown can only take the airplane, any condition change may let the user lose the train ticket the motive, the user will not carry on the train ticket this operation.

The author puts forward some thinking dimensions of motivation:

Motivator #1: Pleasure/pain

Motivator #2: Hope/fear

Motivator #3: Social acceptance/rejection

These dimensions are also easy to understand:

Motivation 1, happiness/pain: A recent feeling is chrome contrast ie, a few days ago the company Chrome is bad, with IE really painful.

Motivation 2, Hope/fear: To know for example, hope is to know the answer to the question is to hope that more people see their own ideas, and get feedback at the same time to absorb new knowledge; fear is to worry about reading a good book forget the wonderful content, so write it down in the Know column, remember.

Motivation 3, Social identity/exclusion: For example, most people are willing to share the news of exercise running in a circle of friends, but they will not share something like alcoholism.

Motivation is the basis of behavior, is our product design analysis of user behavior need to think about the 1th.

　　2, ability

Ability is also very well understood. The ability of the user to complete this task is an important factor in determining whether the user will be able to perform this task.

Or to Rob train ticket This example, motivation enough users, the ability to rob train tickets are different. Master the basic network operation skills of users in the 12306 Web site to try to buy tickets, there is enough patient users to buy tickets through the telephone, the relationship between users can directly ask relatives and friends to take tickets, good temper users to face 12306 of the verification chart ...

The user has the ability to complete this task, is our analysis of user behavior 2nd.

　　3, Trigger Point

The trigger point to say simple, is to let the user think that there is such a reminder mechanism. such as waking up in the morning alarm clock, is a trigger point, micro-signaling is also a trigger point. The world, the trigger point too much, how users respond to how to live and work, in fact, the trigger point and the first two factors together to think. As the author describes:

... successful triggers have threecharacteristics:first, we notice the trigger. Second, we associate the Triggerwith a target behavior. Third, the trigger happens when we are both motivated and able to perform the behavior.

The effective trigger point has three characteristics, first, the user perceives the trigger point, second, the user can combine the trigger point and the target behavior, third, the trigger point occurs when the user has the motive and the ability to accomplish the goal task.

Trigger point I think is a double-edged sword, use well, the user stickiness will greatly enhance, use is not good, will annoy the user. Good trigger points should take into account the user's motives, capabilities, the current environment and other factors.

For example, a clothes-selling website A, the user downloads the website A's app on the handset, if this app one day jumps out dozens of reminders prompts the user to browse the website the clothing, the user will crash, many users may delete the app. If the app is smart (data Smart), find a user searching the app for a leather jacket, and then the app silently notes the user's behavior. Consider two scenarios, the first scenario is when the user passes through the app's physical clothing store door, app jumps a reminder, "you are interested in leather jackets are sold in the shop, the new recommendation!", the second scenario is a double 11 discount when app jumps out a reminder, "the leather jacket you've browsed is now 80 percent discount!", This understanding of the user's trigger point increases the chance that the user will buy the conversion rate, and the effect will be better.

　　Thinking on the use of three elements

Now understand the three elements of user behavior impact, then we do product design how to use these three elements?

The first step, I think, is to try to elevate them in all three separate states.

We should deeply understand the user's motives, through industry analysis, user testing, large data analysis, core user scenario analysis and other ways to understand the user's core requirements, which can ensure that we give users the most pertinent answers.

At the same time, we should accurately grasp the user in the use of products, the ability and status, transposition thinking, step-by-step, to ensure that each product design steps are reasonable, no product designers imagine the user operation process, step-by-step in place. The ability of each type of user analysis to be accurate, product design to cover 95% of the main users, while trying to take care of 5% of the edge users.

Finally we have to use the friendly, gentle trigger point, although the goal is to allow users to return to the product, forming a long-term rule to use the product habit, but the trigger point to make users feel not like to push them to use the product, but like a friend reminding them, said, hey, friends, it's time to come back to shake the clatter! This time large data analysis, Social motivation, user psychological model analysis will be of great help.

The second step, the flexible collocation of the use of three.

Ideally, of course, three factors are good, but the truth is often not. The difficulty of distinguishing users, the satisfaction of business claims, the limitations of technical capabilities, and the impact of the industry will hinder our ability to excel in all three factors.

This is the time to find the most effective way to improve the limited cost.

For example, a video app, the trigger point is very difficult to improve, maybe we found that users of the video app out of any hint is disgusted, this time to spend time to improve the trigger point design may be very little effect. Then focus on the motivation factor, give users more reason to use this product, such as app's charging content is being promoted, such as the game of power only this app has 4 K quality chip source, so that users do not have to receive external trigger point, you can instinctively intend to use this video app. At this time our energy is used in the motivation of this factor, bringing the user's internal trigger point benefits, and finally won the user.

Further, if a product at the beginning of the impoverished, three factors are very preliminary, we need a very bright factor in order to bring this product. This focus on one factor may make the product competitive in the short term a big boost.

A less relevant example, if an actor does not have a particularly good piece of work (the audience is weak on his motives), there is no good brokerage company (the audience is aware of his channel is less than the ability to contact the product is weak), but if he through some positive topics for a long time in the micro-blog, the news exposure (triggering the point of a large number of times to continue) , the actor is likely to be red, get more performance opportunities, and get a greater material return.

Of course, in the long run, to make the product hundred years long green, motivation, ability, trigger point one can not be less. ：)

Write here today, follow-up time will be some actual cases summed up, with the three elements of the model to do a match. However, I believe that we have a wealth of product design experience, should be able to get some thinking from this model, then my purpose is also achieved. ：)

Thanks for reading!