User research: Make the products that users really want

When developing a product, how to ensure that what is developed is what the user wants, not what they want, for this problem, the foreground product is more difficult to do than the backstage product, many products just start the starting point is very good, do to do is become the product manager oneself a person think out of the product, Instead of really thinking about what the user is thinking. The demand of the foreground product is more difficult to collect, copy other people's also mostly just see a performance, the real core of things can not be copied, such as the search algorithm, the automatic recommendation function of the core algorithm, and the real value is these algorithms model; background products generally have no place to copy, more to rely on Product Manager analysis ability, But there is a strong user demand support, although these requirements generally need to be converted to achieve. Therefore, the final form of the product is to be based on the user's real needs, the real implementation of the product is what users really want.

However, we have been discussing the most is the foreground products, that is, the general public users can see, background products generally only a small part of the user can see the use, so often have been ignored. Foreground products rely on the number of users to win, if not to achieve the user wants the function, it must not attract users. The general product to the user's attraction and the user renewal power comes from the following several aspects:

The atmosphere created by the product

Friends have, I want to have. Friends are updated, I also want to update. Continuous attention and attention .... A user's need for functionality comes in part from itself, partly from the environment. Products can create an atmosphere, to affect the user's use of frequency, increase the function itself for the user's stickiness. Usability is a higher priority than availability and usability. A function even if the design is simple again convenient, if the user does not have the demand, is tantamount to wasting power. Brand is also very important, refused to reject the temptation, even if not so useful. The establishment of the brand stems from the grasp of the pursuit of human psychology, not only satisfaction, but also surprise.

User Psychology Model

The user needs to grasp, can not only stay on the data. Often the data does not reflect the real needs of users, the analysis of the user from the continuous qualitative. At the same time to analyze the availability of products, and to find key user interviews, from the difference in the results to find deeper needs. The understanding of the user's psychological model should be a long term but need constant attention. The so-called stand in the user's perspective to think about the problem, the real can do less and more difficult. Maslow's user needs five levels of conversion to the level of user experience, the same reason, the more basic requirements are met, the easier access to user loyalty.

General User Interview

Try not to ask "what do you want him to be" or "what is your ideal xx" When you're booting a user? Because users are completely unprofessional in software design, if you ask "What do you often do with it", "which is the hardest step to make" or "you want to improve on those aspects", the user will be able to express more fully.

Ii. Typical user Interviews

Identify user groups >> find a typical user >> tell the user what we want to do, what we want to know >> let the user draw their own sense of what they want (draw anything, how to draw, can not draw or draw) >> Organize and analyze the user's drawing >> get the user's use process.

Users with Chinese characteristics (effect of four or two daughters)

Instead of trying to "selfish" users to "actively share", let users "passively submit" for themselves-the former, western background, the latter, Chinese characteristics. --From wheat fields

Customer demand for product promotion

Cognitive user psychology, it is easier to find a balance between product positioning and user needs. In line with the user's habits, there is a focus on product positioning, to obtain satisfaction, you can create a better reputation. Interface design, more attention to guide, consider the operability of novice users. The overall product style will also be closer to the user can accept the level, that is, to build products and users between the "husband and wife".

Product positioning and User

One thing the individual is now agreeing on is what kind of user the product is designed to be. The initiative is on the product side, not on the user side. When designing a more consistent product based on the needs of a particular type of user, when the user with the times, the demand has changed, and the product will not immediately follow the change, it will cause a lot of problems, but also let the product to establish their own system, to guide users to use, not all users are very assertive, Many users use habits can be developed.

Research users only?

User experience research, not only to study users, but also to study products. The research of the user can make you not deviate from the public, but the research of the product can guarantee the validity of the solution. Even know what the user wants, but do not know how to give, is not a qualified UE personnel.

It's always easy to say, it is difficult to do, to abandon their thinking set, as Zhou said, sometimes as an idiot, or as an ordinary user, standing in such an angle to think about product design, may have better results.