Recently and friends to discuss the emerging in recent years, the user-centric design concept. This slogan is on the Internet, but it also applies to any product area in the world, and is recognized by most of the products industry. With the gradual maturation of Internet WEB2.0, users ' demands for real-time and sharing of Internet information are increasing, and it is becoming more and more obvious that the content of the website is provided and the actual operation process plays a more and more important role. We are increasingly aware that the so-called users of the Internet are in the world.
The author of the more than 10 years with the product circle, personally feel that most of China's company surface approval of this view, but do not know how to do, in short little wool majority, think up when a lively, and then disappear. It is not that they do not have the determination, after all, the user-centric these words are lightweight, but it is a relatively difficult thing to do. And in my opinion, starting from the user to develop their own products, in fact, as long as the following three rules.
First: Focus on the target market
It is very important to recognize your own real user community. No product can fit all the people in the world. As an obvious example, China's food culture is extensive and profound, enjoying a good reputation in the world. But an attempt to open a Chinese restaurant to a foreign country without localizing it would have been a crushing defeat. This is not because the product you provide is not good, but the characteristics of the user base is not the same. After all, their living habits and the services you provide are very different, through the product to change the user's own awareness and habits is difficult.
Parker once with its own excellent quality, stable high-end pen market. But see low-end pen market after the hot, in order to a piece, desperate for the development of low-end market. The result is not only because of their lack of understanding of the low-end market, can not succeed in the low-end market, but also lost their consistent high-end brand image, lost 70% of the high-end market. It is precisely because they can not focus on their own user base, excessive expansion of their product objectives, resulting in the inability to focus on either side of the user needs, caused the final failure.
So we need to lock in the target user base we want to serve before developing the product. Enterprises do not have more users than the better, the more clear to lock their own users, the more easily understand their own users of the service group needs. Early understanding of the user group's choice, to find a real market for their own, the sooner you can focus on the more profound understanding of the object of the service. Once we begin to focus on the user community that we want to serve, we will be able to learn more about this fixed group so that our products are closer to the user.
Second: Focus on the continuous surprise of the target audience
When we have identified our target user base (market), we should try our best to keep them using our products. To keep the user attractive enough, we need to constantly "surprise" our users. To give a "surprise", we first need to find the user's real focus.
If you've ever used an Apple product, you should know how attractive "surprises" are to users. First of all, Apple fully satisfies the point we have just mentioned, and he is very sure of his user community, that is, the pursuit of fashion and personality of the crowd. In addition, Apple is constantly giving these people a surprise. Apple's ipod, by virtue of a phrase that puts thousands songs into its pockets, has successfully grabbed Sony's more than 20-year market for audio playback. It is "cool" because it has found the most interesting place for its users. And in the same way, Apple in the mobile phone, desktop, notebook and other product lines have made great achievements.
Work on these key points to make the user feel the best experience. I remember the first time I saw a MacBook, my heart couldn't help but "wow! The notebook could have been so thin that it could hardly be imagined. "And in the course of using, I was attracted by one and another amazing function." The ability to continually surprise users is an important part of Apple's success in various areas in recent years.
third, rapid collection and rapid adjustment
There is no doubt that when we can really delineate some of the users and constantly give users surprises, our products have become successful. But we also have to find that users are constantly discovering their new needs. Many products have been popular with users in the beginning, and have been gradually cooled after that. It is because they do not notice the gradual change of their users, but also gradually improve their requirements.
For traditional products, this is the case for Internet products is this feature. Who can quickly grasp the user's small demand change trend, who can continue to win the market. And not with the user needs to change, will be quickly eliminated. Examples such as how Taobao beats ebay.
Internet companies, we can more easily collect users on the platform to use data to analyze the needs of users. Really do is to maintain a high-speed product development cycle, as quickly as possible to meet the needs of users change. Of course, this is to subvert the traditional concept of product development cycle, as soon as possible to collect demand, as soon as possible development, testing, on-line, and then continue to quickly collect user feedback.
While this may sound strange, knowing that Google and Facebook have a disruptive success is based on the idea of a perpetual beta release that keeps collecting information and constantly improving the bonding of products to users. When users find that your product in every use of the time can be with his own requirements to further fit, each time you can find new surprises, will gradually use your product as a life habit. However, to adhere to the above three points, the concept of corporate culture and management is an important driving force, but also the Chinese companies to make their own products to achieve a high level of key elements.
