Do you really know the user? They can only change our products.

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A while ago on the Internet to see a very hot article "downgrade theory", the effect is to tell us to do the Internet products do not put themselves too high-end, and sometimes do some seemingly very low-end products with no technical content will have a good future. Recently in micro-blog to see several senior PM, also feel that they sometimes difficult to grasp the user needs. Including myself, I was thinking, the longer it looks like the product, the farther away from the user, we are in the process of designing products, it is possible to fall into the misunderstanding of self expansion, although from a professional point of view, the high level of products, placed a lot of product personnel ideas, but the products come out, the user will not be used, Does not hit the user's real needs. This National day home, with some relatives and friends from home, incidentally also understand some of his internet habits and his computer installed software, where I put my own national day at home some experience and feelings written down to share with you.

Back home in the village of an uncle home to his computer, found his computer installed is Jinshan poison PA and Golden Hill Guardian, I asked him how the two apps were installed (because I knew his computer used to be 360), and he said he didn't know, after reloading the system, the two software was there. There is no doubt that he used a pirated system disk. I guess Jinshan poison pa and Golden Hill guards should belong to the system disk with the software, when I use his system disk again reload the time also happened to verify their own guess. When it comes to pre-installed software behavior, it is inevitable that the title of Rogue, but in fact, as long as the software is good, not necessarily a good thing, because the user itself is to install some software. Many system disks have pre-installed software, which is also the way some system disk operators make money. Pre-installed in the Internet world is a common phenomenon, but also a lot of software secretly to promote the means. When waiting for a bus at the train station, chat with a sophomore he is most familiar with the two video sites are Archie and Youku, the most frequently visited is Archie art, the reason is because Archie video than Youku more clearly, said the TV series is a beautiful actor, But because of the lack of clarity on Youku, it becomes difficult to see. I think Youku's video sharpness has improved, and video sharpness as a whole is not as good as Archie art, but it's not as bad as she says. The appearance of Youku is much earlier than Archie art, and it is understandable that users are familiar with Youku. People who know the art of love are less, especially for the 3 and 4-line cities. The reason why this girl is used to love art, because she watched the video is in Baidu search, Baidu and Archie the relationship between the arts I do not have to explain, when the user search video content if Archie art exists, the results of the first display is definitely from Archie Art results, the user naturally clicked on the first result.

The above two cases are telling us a truth, the product promotion channel is really very important, especially for small white users. The reason for this is as follows: 1 users can not judge the quality of the product. Although many expert-level figures in the industry, are evaluating the effectiveness of security software, but for ordinary users, due to the lack of professional knowledge they can not objectively judge, they see only the results of anti-virus software, said no poison is not poisonous, said poisonous toxic, and the real is poisonous, what is the virus, They don't really know. 2 to take the mobile phone security management software, the market exists the main products are QQ computer Butler, 360 security guards, Jinshan Guardian three. The three features used by security software are antivirus, grading, cleaning up the rubbish, so for the vast majority of users, the three products are virtually the same, functionally although a little different, but because ordinary users do not use those small features, so it can not perceive the difference between products, So for them, whichever is the same. 3 The reason is that the channel is important, it is also because you pre-installed the user products, as long as he needs, the possibility of users to replace the product is very low. One is because the information in the 3, 4 line cities and rural areas is not smooth, it is difficult for users to know the competitive information of their products, because of the circumstances of the environment, it is difficult for someone to recommend other products; second, because of the user's own dependence, the small white user is not familiar with the internet, so they will not take the initiative to find some emerging Internet products , lack of initiative to explore new products awareness. Of course all of this is premised on the functionality of your product without very large defects. Some people have not heard of a new product, even have a sense of resistance, fear of installing the product after their own computer will have problems.

Or the girl at the station, asked her computer what anti-virus software, tell me to use 360 and the computer housekeeper, and said that 360 than the computer butler good, the reason is very simple, that is, users of these two products to the computer physical examination, 360 physical examination scores than the computer butler to High, which reflects the user's subjective judgment from the product. This way of judging is obviously too subjective, and the product is also very unfair, but you can not deny that this subjective judgment will affect the user's choice of products. Everyone has their reasons for choosing one thing, ordinary people are too professional to understand what is not deep, so that everyone's judgment based on a number of superficial things, and this there is a problem, the appearance of things tend to be too subjective, unreasonable, but manufacturers can not explain to each user. Can be solved is in the product branding efforts, the product won the award is also a very favorable factor. Because if a product needs too much professionalism to give objective judgment, then the brand, Word-of-mouth and product awards become an important factor in user choice.

Content is good, even if the advertisement multi-user can endure. Domestic network video industry, competition has been very intense, each has its own advantages. The girl at the train station also told me that sometimes she would also go to sohu videos and potatoes to watch videos, provided that the target video was not found on Archie and Youku. Video site is the main content, and the main content of the site to create user loyalty or to rely on content, the content of the loss of competitiveness of users will naturally be lost. Most of the time, the loss of users, not because the product of poor user experience, but because of the lack of content.

I have a little sister 11 years old, in the third grade, in the home with the companion chat, mentions each play the game, and compares each other in the game achievement. The child's vanity is very strong, likes to compare the characteristic which belongs to the child. In their chat, I know that they often on the site has 4399, Moore Manor, Purcell, etc., because in the Internet industry, so I know about these products, but never used. Speaking of which, it reminded me that product designers have their own ideas and subjective judgment, but many people often have a misunderstanding, when we go to judge a product good or bad, too much of their own as a standard of judgment, they like to feel that there is a market, they will use the products, they feel the bright future. Take Moore Manor, itself this product audience is not an adult, so we can not from their own needs to judge the future of products, should be from the product to face the audience as a starting point to measure the market prospects of the product is broad. Continue to communicate with my sister, ask her how to know 4399, tell me is to listen to the classmate said. Compared to adults, the child in the handling of things less rational, students recommend each other based on the reason may also be fun of this factor, so the foundation of Word-of-mouth communication is weaker some, the dissemination of more strong. And the products recommended by adults, they consider a lot of factors, including whether the other party is necessary, whether the price of the other party will accept, the other side of the use of their own adverse effects, and other factors, all kinds of factors are likely to interrupt the product Word-of-mouth transmission chain, So it's easier for adults to spread the product between kids, but only if you make him feel fun and fun. My sister also mentioned a little to me, she especially like to play QQ rafting bottle, nothing else is that thing is very fun. I think this confirms Zhangxiaolong's view again, let the user play the cool is also they choose your product is an important reason. By this we can analyze, two of products in the same direction, the reason for the emergence of the fittest, not because of the lack of function, but because the leading party not only meet the needs of users, but also in the user needs to meet the process of giving users a pleasure.

My sister plays games, the most frequent three sites are 4399, 3366 and 7k7k games, and most of them, especially 4399, I asked her reasons, she said she played a game, to 4399 on the top can be opened directly to play, and to 3366 but still have to struggle to find. A personal guess this may be because she has been playing a game for a while, and 4399 has put the game in a more visible position, while 3366 is not, 4399 on the location of the game to make her easier to find. (I see this as a shortening of the user's path, specifically, for a look at the length of my blog's user path). Because the site of a certain service, and the possibility of choosing a website is not big, but my sister gave me is such a reason, very simple. Whether I guess the reason is accurate or not, at least I know how important it is to record the game the player played.

Take the cell phone to my niece to play the game, originally wanted to find a few I think very good game for her to play, but she did not understand, although I told her a little detail, but she still can not accept, feel too complex, do not want to play. Originally wrote a blog post "Talk about the maturity of users," talk about their views on user maturity, this home experience let me more profound understanding, the user is not mature problem is unable to solve, which with the user's own understanding of things have a great relationship, The cultivation of this kind of understanding ability should be improved with the increase of the user's education degree and the age. And when the user's mind does not reach a certain level of time, he can not understand your product, even if you are well-meaning to introduce him, he can not understand, this is not understandable because he did not understand what you said, but because he was not willing to accept this thing from the heart. When a person is in the rejection of a thing, the ultimate acceptance of the cost will naturally be higher. The user's mentality will make the product designer quite helpless. The key to solving the problem is to let users understand the benefits of the product before they use it, and they will be more willing to accept it.

For small white users, they do not know what to call the user experience, they are the product of the adjective is "easy to use" and "bad", which use their own needs of the function convenient to use which. I think the small white user is very real, they definitely will not because of vanity will choose a product, perhaps you will say I this is nonsense, but in the actual situation users do exist in the use of the product of vanity heart, which reminds me of the QQ mailbox and Gmail examples, China's netizens basically have QQ mailbox, But a lot of people in business dealings or delivery resumes, will use Gmail, not because he is good, just because to others to leave the mailbox when Gmail than QQ mailbox more face. Cause the user this mentality behind is the herd psychology and the product brand influence.

To say an example of a friend around me, a friend of mine made an application recommendation of the station. Analyze the user base, think those professional players will go to Jifeng, pea pods and other these have been more mature platform to download the application, so will own the site to target small white users, hope to use this as a breakthrough point, originally thought for the user is the most important application of the benefits and game play, But really to chat with those small white users found that we really care about the application or whether the game consumption of traffic, whether the charge of such a problem. Sometimes the problem you think for users is really not the most important problem for users.

In this article, I would like to use a few examples of my own experience, to talk about the characteristics of small white users. There is no answer to the question, "Do you really know the user", and you can only make a specific analysis based on the audience your product is targeting. If you give small white users a level, then I think I contacted these few objects should be small white in small white, but this user is precisely the growth of Chinese Internet users new strength. If we can't change them, we can only change our own products.

Via I black Horse by Yun Rui