What exactly do they need ??? -- Play "user needs"

All users who make products care about this. After all, products are made for users. Why should users use this product? This is one of the top concerns of product managers. Before R & D of products, market research, user demand analysis, and competitor analysis are certainly not rarely done. However, why are many products not as promising as previously imagined? And some products that are not at all dismissive, how can users get stuck?

This is the depth of user needs. Is user needs a magic horse? What you can't tell is that you can see the flowers in the fog. It's easy to get started, that is, to satisfy your needs. But if you want to understand it clearly, it's not easy.

I believe that everyone has seen the story on the Internet: the demand of male users. Say a rich man chooses his wife and three candidates. The rich man gives each person 1000 yuan to fill the room. The first mm bought cotton and the second mm bought balloons, the third mm was creative. She bought a candle and filled the room with light. As a result, the millionaire chose the largest mm in the chest. There is also a similar story. A pretty girl chooses her boyfriend. The first man said, "I want to take you to the happiest place. The second man said, you don't have to go anywhere. Just stay with you, everything is the happiest. The girl was moved and finally chose the richer one. This story tells us that it is not easy to grasp the user's needs. Maybe the user knows what they want and tells you what they want, but the product is wrong, and missed the opportunity. Maybe users know what they want, but don't tell you, or tell you what they want, and you will be fooled, and the results will surely be unsightly. Therefore, the mining of user needs to be done without counterfeiting.

There is also a small story, saying that a village man rushed three pigs to pass by a village and came to a widow's door to sleep. The widow refused to say that he was afraid of rumors. The man said, i'll give you a pig. The widow said that. You come in, but you can only sleep in the yard. In the middle of the night, the man wants to enter the house. The widow does not allow me. The man says I will give you another pig. The Widow says that. You come in, but you must not go to bed on the ground. Soon, the man couldn't hold it, and wanted to go to bed. The widow refused. The man said that I would give you the rest of the pig. The widow reluctantly agreed... Man's joy ...... 78 words are omitted here. The next day, the man leaves for a while, and the widow said, "You can stay with me for another night." The man does not allow me. The widow said, "I will pay you back your pigs." The man still does not allow me. The widow is in a hurry: please, I will give you all my pig! This is to say that, if you mine or do not mine user requirements, it will be there and you will ignore it. If the user does not speak, it does not mean that he does not have this requirement. If the user does not speak, it does not mean that he knows his own requirement. Maybe the user does not know what he wants, but you give it, he will, and he will, and will, more. Therefore, user requirements cannot stay on the surface. Therefore, you need to conduct a detailed investigation and analysis before the product to explore potential user needs.

In fact, users are simple, cute, and sometimes speechless. He said that a company hired a truck driver, and a certain spensan male applied for a job. He talked about how high his degree of education was, how many cows he was driving, and how he could repair the car. He would study how to drive the car to save fuel, the HR of this company thought for a moment and said that you should wait for the news. Another old man came and said that my wife and children are waiting for dinner. I need this job. HR said that you should come tomorrow! Therefore, it is too cumbersome and fancy to simply and directly meet user needs.

Products that have been successful in user needs can be said to be different from those that have ever been the most popular kaixin.com. It started a lot later than the campus (Renren) network. Why is it so fast? It captures the entertainment needs of white-collar users and swept the SNS in China by imitating Facebook games alone. This is incredible but helpless. In addition, I want to keep worrying about a product, that is, online games that once swept across the north and south of dajiang-legend. This is a three-stream 2D game in South Korea, which is also popular in China, why have we achieved great success? Is the game well done? Good gameplay? No. legends actually mine users' hidden needs and fulfill the impossible dreams in the virtual world. In this way, users do not have to spend money to upgrade their systems, in order to make a leader in the game, or even to possess a Dragon Sword or a magic that others cannot learn, This is the user's vanity and satisfaction, in the real world, it is much harder to implement. In legends, you only need to upgrade your equipment if you don't need it. I think this "junk" game is actually a success model for mining user needs.

How can we effectively grasp user requirements as in the above success stories? I will summarize the following points:

1. gain an in-depth understanding of the user and use environment, find the target user, and find out the environment and potential behavior of the user.

2. real and comprehensive data analysis and support. Data is the most reliable. Believe it or not, I believe it.

3. I am willing to think about it more than I do. You know that competitors may have known it for eight years. You do not need to know much about it than they do. As long as you have a little more, This sometimes requires inspiration, creation is an art

4. Have the courage to give up and leave the most useful things. If necessary, you can throw all the cumbersome things on Noah's Ark.

5. Guts, dare to try, do what others do not dare, you dare, others do not dare to go to the widow's house, do you dare!

I'm a beginner, and the above is purely personal nonsense. Thank you for your patience.

Source: 365ucd