Use the Pro law to understand the market

There is no short cut in the study of user needs, and don't think you can guess the user habits well by yourself.

We often encounter such problems in research and development, developers often to their own brains to create products like children cherish, care, think that this is his painstaking crystallization. A good product is a soul, beautiful design, technology, operation can reflect the concept behind.

Sometimes developers design products always feel the more powerful the better, but the good products do not need the so-called particularly powerful design or what, because they feel particularly powerful people will deliberately make some embodiment of their own, but the user does not need something, that is trifles.

Tencent has also taken a detour on this. Now very popular QQ mailbox, the previous market is not recognized, because of the user is very cumbersome and difficult to use. Later, we had to recycle it, from the user's use habits, needs to study, what is the function they need most? In the research process, Tencent has formed a "pro rule": Product managers must do 10 user surveys per month, focus on 100 user blogs, Collect feedback 1000 user experiences. This method looks a bit stupid, but it works.

What I want to emphasize is that there is no short cut in the study of user needs, and do not assume that you can take the user's habits for granted. For example, some people think that positioning in the low-end user's products, do not want to abuse cartoon head and some fancy page decoration, that is to meet the needs of users, since the position of the high-end user's products, and like aloof.

In fact, these are not respect for users, not user-centered embodiment. I believe that the user group has objective differences, but there is no so-called high-low-end points. Regardless of age and background, all people like clear, simple, natural, easy to use the design and products, this is the most natural feeling and pursuit of beauty.

———— MA in the Tencent Research and Development department on "Product design and user experience" internal lectures

Background analysis

The process of "user feedback--improvement--feedback--and improvement" is repeated every day in each product line. Unlike the traditional industry, Internet product development team and user experience interaction is very fast, new products or features fu an application, users if not like, will immediately "scold you garters."

In the face of the variety of user feedback, different views, product and research and development team how to filter it, how to determine the order and rhythm? Scomputer admits: "There is no perfect universal standard, still in the exploration."

In the specific operation, each product team has its own experience, style and user sensitivity, the reaction mechanism is not the same. But from the user feedback terminal to reverse, good product team often have many years of experience, and the user's needs change very sensitive, and the user's interaction very attentively. For example, micro-letter team, before the QQ mailbox, in the micro-letter this mobile phone application, team members before the user experience in a lot of experience to help them accurately grasp the user needs of new products.

Expand Dialysis

The term "user experience" refers to the subjective experience that users gain when interacting with a product. We often talk about the service of a restaurant is very good fire cinema environment is very bad, etc., this is a user experience.

Human society is gradually moving towards the era of "experiencing economy". It industry's life cycle is relatively short, talent, technology and product update quickly. In this environment, the traditional way to maintain the company's advantage is the Microsoft model, that is, the technology is constantly upgraded, or IBM-represented mode, that is, the service is constantly upgraded.

Apple employs a customer experience upgrade model, a more concise design, a more user-friendly user interface, a more convenient use scenario, a more elegant look and a more comfortable and dignified sense of ownership, and so on-these make for a better user experience. This customer experience is based on a product that is designed for excellence, and includes each contact contact that the enterprise communicates with the customer.

For the first time many customers walk into Apple's storefront, the biggest feeling is that Apple's environmental design and other it electronics stores are completely different. On the seemingly unadorned table, the display and use of various products is just right. The shopping bags that customers purchase when they come out of the store can also create a unique shopping experience.

Apple is not the first company to pursue a customer experience and succeed, Nike has made sneakers into a fashion product and Sony has made the tape player a Walkman. Similarly, Apple is now at a turning point in the "experience economy" that is rapidly replacing the "product economy". From the industry point of view, due to the popularization of technology and the increasing number of competitors, the manufacturer's cost can be compressed space and profit space is tending to zero.

At the same time, as the relationship between technology implementation and demand has reached saturation point, small-scale technological improvements have almost no incentive to demand before revolutionary technological changes occur. At this time, "product and Customer empathy", "manufacturing to make customers unforgettable experience" has become a new era of the first-time enterprises to win the magic weapon.

In the eyes of jobs, the best "user experience Design" is more than just positioning, the design of the product itself, he set a number of basic principles:

1. Be sure not to waste the user's time, for example, the giant slow start program, and let users again and again in more than 50 content in the Drop-down box to choose. Reduce the user's time, reduce the user's mouse movement distance and click Times, reduce the user's eye rotation full screen to find the number of times.

2. Do not take for granted, do not disturb and force the user.

3. Be sure not to put forward "how these users can do this" suspicion, must not overestimate the user's IQ.

4. Do not think to provide users with more things on the better, on the contrary, the minimum of the number is equal to no focus, and sometimes need to do subtraction.

5. Be sure to understand what kind of user group your product is facing.

6. Be sure to try to contact your users to understand their characteristics and behavior habits.

The only reason companies can survive is because customers are willing to buy your product. This is precisely the sentence: "You let the customer satisfaction, customers will let you satisfied, you meet the needs of customers, customers naturally meet your needs." In this sense, Super-class's product is to meet the needs of customers.

Of course, the user's opinion is fragmented, how to improve the product needs a more systematic way of reacting. Jobs remembers Henry Ford's dictum: "If I had asked the customer what they wanted, they would have told me, ' a faster horse '." "In the process of developing the product, jobs used to ask himself, the first challenge he and his team faced was how to make a phone that gave them a crush on love."

"We're just trying to figure out what we need," Jobs said in February 2008, when he asked Fortune's reporter. And I think we've built a good mindset to make sure that a lot of other people are going to need that stuff.

But Jobs also pointed out that the user experience is important, but a product or the core functionality or content you provide is fundamental. For example, Google's user experience is very good, search speed is also very fast, but the Chinese search results are inferior to Baidu.

The user experience is not everything, which is especially effective for small companies. Large companies generally have specialized design departments, their pursuit is to achieve the ultimate product, user experience is of course an important link. The focus of small companies should be on the core function of the product, the core function of the product to achieve the ultimate, this is the first.