Give water to thirsty people-how to capture the needs of users

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[Core tips] How to understand your user needs, through the analysis of the limited encyclopedia of such a seemingly simple application, from the subtle changes in the way the truth of the user needs.

In the beginning, please think of the answer to the question first: how much effort can you give for 6 yuan?

Some time ago, with the launch of IOS6, Apple threw out a blockbuster: App Store will prohibit the application of recommended class applications from continuing to pass audits. and domestic a "free time" but at this stage, continuously updated several versions, does not seem to receive the new rules of limitations. In these editions, the "Limited encyclopedia" introduces the personal information management and Discussion section module, which provides users with the interface to recommend applications to other users, cleverly avoiding the limitations of Apple. Regardless of whether the discussion area module is under the pressure of the new version of the rules, I think this function really let "limited encyclopedia" from a purely instrumental application, truly to the UGC community took a huge step.

PS: In fact, it is not to blame Apple, they do not want to use the app Store monopoly application browsing services, and even in the iOS6 in the application of the purchase of other applications, they actually just want developers to have innovative, in different ways for users to recommend suitable applications. This is also an excellent foreign application such as appflow for sustainable development.

Writing this article, I do not want to say that the transformation of the UGC community is so magical and ingenious, just want to borrow the "limit of the encyclopedia" in the promotion of the community at the beginning of an online activity, to elicit the next topic.

Discussion area just launched, only a very small number of users post (guess the post is more for the internal operating account), at this time the official account preheat an activity-draw gift plants vs zombies. When the activity begins, the popularity is far beyond imagination--for 18 yuan (actually often reduced to 6 yuan) of the game, there are so many people would rather seriously write the recommendation of hundreds of words, eagerly looking forward to get the exchange code. Now, when you think back to the answer to the question, you'll be amazed at the effort you're willing to make, which is nothing compared to the enthusiastic fans.

"No encyclopedia" operations team at the end of the event, timely launch of the "Daily Send Plants vs zombies" activities, requiring users to write application evaluation, access to the top 10 has been free to apply the Exchange code. In less than two weeks, the application recommended by the participating users has been able to be independent as a separate category in the exclusive encyclopedia-a small, vibrant community was born.

Give the user what they really want, not the expensive

Expensive is not always good, precision is good. The same price of goods for different people, the value is not the same, people in the judgment of their "how much to want an item", in addition to the price of the item, but also by personal preferences, occasions and other more complex factors. This explains to some extent that 6 yuan must not be the maximum amount that users are exposed to every day, but free games are almost always the best way to please this group of users because they love free games.

Human beings are irrational, and in recent years behavioural economists, represented by Kahneman (Daniel Kahneman), have been experimenting with this. Simply predicting a user's behavior through price is often a huge deviation, as for thirsty people, almost free water is far more attractive than expensive wines.

In the Internet world, all people want to use cheap "water" to overcome expensive "wine", and most people do not know who is "thirsty", or do not know that their users are "thirsty."

Do the product, the most basic, need to know that they sell "water", is to "thirsty" people drink "water", and the most difficult is the most wonderful, it is necessary to know who "thirst", this page is what we often say, found the user's "pain point."

Know your users like God

So, how to know the user "thirsty", how do you know they want to drink that kind of "water"?

Or use the "limit of the encyclopedia" example. There is never a lack of cynicism on the web, and after the start of a plant vs. Zombie activity, someone posted a mockery, "a two-year-ago game, are cracked nothing new, there are so many hungry people want to", the participants responded to a variety of: "The computer early customs clearance, I would like to try on the phone", "firmly support the genuine, Kill not escape, "my mobile phone is someone else's account, I would like to have their own account of the ' Plant vs Zombies '" ... There are so many slots that people can't spit, except God, who can think that users have such a strange hobby?

The core of making a product is to be aware of the user-no matter how small, how wonderful, how inconsistent with normal imagination-to know how to provide "water" or "drink". When you really understand what you provide for your users, you will know who your users are and what they like.

Just as Apple launched the IPhone, it needs to know that some of the users are just constantly upgrading because of their appearance, and they need to estimate whether they like it or not, and they will be more receptive to iPhone5 than iphone.

And as Tencent launched the micro-letter, need to know Maslow needs level of the bottom is the key to its survival, but also need to understand those who just to make themselves appear popular, but not afraid of harassment, nothing "shake" the female user's psychology ...

As well as the "limit of the encyclopedia", need to know that most of their users are not willing to spend money, and do not want to reduce the "escape" of ordinary people, but also need to know the characteristics of those who have such a characteristic, will hunger and thirst to look forward to free, it is easier to carefully collect and share the software.

God is rolling the dice and you can't understand every user's idea. But a product is the intersection of all your users--though they are miles apart and have different personalities--they all "crave" your service. Try to make the product a valuable "water" for the user, rather than a "wine" that is expensive but not thirsty.

Love your users, let users fall in love with you

Reading here, you can probably understand what I mean--the value of the product is to tap into the real needs of users and then meet them with less expensive means. However, I am also a person who likes warmth--rather than comparing the product with the user for "water" or "wine" game, I would like to think of it as a relationship with users.

What is the power to allow people to temporarily forget their personal interests, no hesitation, willing to work for others? is love. Pleasing to the user, like pleasing your lover, true love is not about manipulation, but about giving. Think of the great products we know and love, and they delight us, and we will pursue them with all our might.

Forget the cold commercial principles, discard the pathetic exchange of equivalence, and communicate with the user in the mind.

Just as with Marlboro (Marlboro) Brand advertising--man synch Remember love because of the romance over.

Original address: http://www.geekpark.net/read/view/166365