How to understand our users-wireless end users understand how to share work methods

I. Preface

After coming to Tencent, the iphone reader, ipad reader, ipad music player understanding of the user, is currently doing the iphone Qzone user understanding work. Do more times, methods in the continuous improvement, but also accumulated some experience, share with you, hope to help us better understand the user.

First, introduce the current North Division WSD (Wireless Research and Development Department user Experience Group) User Research workflow: Our research needs from the project team and the use of research group needs pool, in order to control the rhythm and quality, to undertake the project team requirements of the work flow to carry out strict control, we targeted the project team needs, developed a working flow chart, User understanding is also within this framework.

Ii. user understanding methods and experience

2.1 Conceptual explanations

User understanding is one of the basic work of the research, the purpose is to help you see our product is to whom, including the demographic attributes of the user, the use of product objectives, behavior, motivation, and user values, as well as user preferences for certain things.

2.2 Basic Ideas

Defining demand → combing existing problems → looking for users → qualitative research → output periodic report → quantitative research → output final report → report → result follow-up → follow up.

There are some things that can be done in parallel, some of which are iterated over and over in special situations, which need to be handled flexibly according to the specific circumstances of the project.

2.3 Highlights

The following user understand the basic ideas about the work of the main points and experience:

Requirements defined to be clear, with the implementation of

Product side of the demand is generally all-inclusive, want to know what the user is, want to know how users use products, want to know how to determine the product's visual style, want to know what the existing version of the problem, want to know the new version of users will have problems, want to know a lot of things. With the research staff will communicate with the demand side to understand the background of demand, to help demand side comb demand, of course, there are some needs in a research is unable to complete, we will suggest that the demand side split into several times with the research. After the two sides agree on the demand, the demand side will send the mail to ask for demand, with the research group interface person to undertake. This part is in the introduction of the use of research team work flow specifications are clearly defined.

Here is a sample of our needs to comb for your reference:

• Comb existing issues and agree on the status quo

In order to avoid the results of the output of the research report, it is well known that in order to improve the quality of the research, it is important to comb through the problems exposed in the existing resources before the commencement of work, and the project team will have the resources to do so. As far as wireless clients are concerned, we typically look for and mine existing problems through several of our own platforms. Of course there are other channels, such as the App Store, forums, but there are certain limitations.

After you understand the existing problems, you will communicate with the demand side and reach a consensus on the known status.

• Find a user to weigh the differences between different channel samples

To do user understanding, be sure to find users, to find a typical user has been a problem, we are currently mainly in the QQ and product-related entrance to find.

Research company is also a way, but the existence of a long cycle, the user does not necessarily meet the requirements, the low attendance rate. In addition, different portals will affect the final data results, the differences between them can be used as a basis for research.

In addition, product managers will have some user accumulation, in doing research, we will also focus on creating user pool, for rapid research, these channels are useful.

Sometimes the user will not be so direct to come, we must in the vast sea of people over and over again screening, such as the previous to the QQ Music (Symbian+java) to do the loss of user research, the background can not be extracted to the definition of the loss of users, must be from mobile phone QQ users from Symbian and Java In the screening of music users, and then filter out the loss of users.

U qualitative research, looking for reasons behind

The main purpose of qualitative research is to determine "options" and mining depth, such as to understand the user's use of a product scenario, the qualitative phase to solve the problem is: users in which scenarios to use the product, why users in these scenarios to use the product, in each scenario, what the user needs.

Qualitative research mainly through interviews, usability testing, focus groups, questionnaires and other forms of completion, qualitative phase of the excavation of the content and a use of the quality of the research and experience has a great relationship, to always think about the reasons behind the user statement, mining deep-seated needs, this is the source of innovative concepts. It is important to note that if there are other people with whom you conduct interviews and so on, after each interview, be sure to repeat the results, and determine that there are no misunderstandings or omissions.

U output periodic report, pave for the final result

This is not necessary, we output this report is mainly synchronized with the project team results, with the iterative rhythm.

• Quantitative research, focusing on summarizing your own skills

The main channel of quantitative research is questionnaire (PC tips/Mobile phone tips/Product feedback entrance), telephone call out. More special is "call out", I only used once, the advantage is that the sample loss rate is very low, the disadvantage is time-consuming and laborious.

There are some skills to improve the rate of recovery of questionnaires, the following is a description of the various channels of questionnaire recovery and skills:

Through the PC tips on the average recovery rate is 0.5%, but the design of pictures, title and descriptive language can greatly improve the recovery rate, I did the best is the launch of 40W, 18,538 recycled, 4.6%. Mobile phone tips are about 5% clicks, the recovery is difficult to predict, with the time point and the length of time has a great relationship, I have been in the previous launch of about 0.6%. Call to see the data, data, high efficiency, high user coordination, 60%-70% have, low words less than 10%,VOC phone call business, but generally will not undertake more than 100 effective data requirements, and more work too much.

U Output Final report, details determine success or failure

This part is mainly to share with you some of the details of the report, my experience, these details determine the quality of the final report, affecting the use of the research work to obtain accreditation, about the details, mainly three points: Title, report structure, portrait of the display form (if any).

Title：

I'm used to reporting a main title, a subtitle. The following figure is the title of some previous reports.

Report structure:

The structure generally includes: User portrait (user basic attribute, target, behavior, viewpoint, etc.), quantitative data conclusions (product use scenarios, habits, behavioral data, etc.), related factors analysis (different user groups, categories, factors, etc. in the use of product differences and correlation analysis), the use of research recommendations, follow-up with the research program.

Figure painting as a manifestation:

This I still groping, at present we are more inclined to show in a picture of the task of photos, basic information, values, life description, and so on, feeling piled up a lot of text, information is not readable, few people will be carefully studied. Now everyone is very focused on data visualization, the shape of the portrait of the figure should also be optimized.

Their own project to try to use cartoon characters + animation form, but the cartoon characters are not real, can not fully reflect the characteristics of the task, and then use the real user's photos.

U report

My experience is to report to choose the key person free time, in addition to prior communication, in the conference room should also pay attention to

For the report form, my experience is must be very formal, the more we attach importance to, the participants will pay more attention to the use of research results of the implementation of a great help. The key concern of the report results must be present, as much interaction and feedback as possible.

U results follow up and follow up with the research program omitted.

Iii. PostScript

User understanding is a time-consuming and energy-consuming research work, however, the value of the final product form is not directly evaluated, depending on the relationship between the data we choose to present and the design of the product, which affects the form of the product, which is irrelevant, and also depends on the depth of the data mining and the implementation of the research results.

Finally, I would like to thank the total friendship provided by the head map!

(This article originates from Tencent WSD Blog, please indicate the source when reprint)