Character portrait ppt template-what is user portrait? How to analyze user portraits?

User persona & user portrait

User persona is a typical user abstracted from the user group. It is often used in the product design stage and prototype development stage to help establish behavioral models and design product benchmarks. Line (early stage of product) depicts user needs and helps different roles think from the user's perspective during the development process.

The role of establishing user roles

1. Understand user characteristics and differences (can be through questionnaires, interviews, etc.) to form different virtual users

2. Review the product (when the product reaches a later stage, it often loses its original design and jumps out of the discrete requirements through user portraits, which can be a good review of the product)

3. Research the user experience and usage process (centering on the user’s Requirements, scenarios) such as typical users and typical scenarios

4. Clarify functions: typical users + typical scenarios + mental goals = user behavior

Seven elements of creating user roles (persona)< /p>

P stands for primary: refers to whether the user role is based on situational interviews with real users;

E stands for empathy: refers to the user role including name, photo Product-related descriptions, whether the user persona is empathetic

R stands for realism: refers to whether the user persona looks like a real person to those who interact with customers every day< /p>

S stands for uniqueness (singular): whether each user is unique and well related to each other

O stands for objective (objectives): whether the user role includes products and services Relevant high-level goals, whether they contain keywords to describe the goals;

N stands for number: whether the number of user roles is small enough so that the design team can remember the name of each user role. And one of the main user roles

A stands for applicability: whether the design team can use the user role as a tool to make design decisions

Seven elements of common user roles& Role basicity

P stands for primary: refers to whether the user role is based on situational interviews with real users;

Document analysis

Interview: 1 1 to 1

Questionnaire

Observation method

Focus group: subject expert 1 to many

Facilitated seminar

Summary of user roles

1. User roles usually appear in the product development stage and the early stage of product launch. In view of the fact that enterprises do not have a large amount of user data and behavior records, they can only collect needs and analyze typical users according to their needs. Establish user roles according to the proposed requirements;

2. Creating user roles requires reference to 7 dimensions, mainly considering whether the role comes from real needs, the role must be designed with a name and a photo, the number of roles must be scientific and gradually created, and Roles can be effectively placed and used in the solution of requirements & technical problems.

3. Based on the fact that roles should originate from real needs, we provide common channels for product teams to collect user needs. Next, after we learn to understand user portraits, we will conduct an in-depth analysis of the relationship between product needs and user portraits

User profile userprofile The Internet has entered the era of big data, which has brought about a series of changes and reshaping of enterprises and user behaviors. All user behaviors will be "visualized" in front of enterprises. With the in-depth research and application of big data technology, After in-depth study of potential business value, etc., the concept of user portraits came into being.

The role of establishing user portraits

User needs: He focuses on static information such as demographic attributes and life, while the dynamic information of "what users are prepared to consume" requires analysis and judgment

< p>Tagging: Visualize users, but it is timely (users’ interests will change quickly if they do not remain unchanged)

Coverage: Provide fine-grained portraits, segmented step by step based on first-level classification (users Portrait group)

User group division: core user group, secondary user group, niche user group, negative user group

Core user group: core user group generally refers to the general user group Large scale, high loyalty, easy to cultivate into the core of the community, with the ability to feed back the platform, and can create value for the platform and achieve profitability.

Secondary user group: Secondary user group generally refers to a user group that is relatively large in size, highly loyal, and willing to participate but has limited ability to create value.

Niche user group: Niche user group generally refers to a small user group with low loyalty, nostalgia for a single function of the platform, and low activity.

Negative user group: Negative user group generally refers to the behavior and speech of user groups that mainly raise questions or doubts about the defective functions of the platform. Paying attention to the voice of this group can quickly improve the user experience.

7 steps of user portrait & step-by-step process of creating user portrait template

Discover and confirm model factors, activities (user behavior, frequency, etc.), status (user’s attitude towards the product) capabilities ( User’s learning cost), skills (skills in the field, for example, if you are a product that improves accounting work, then a technology for accounting) Everyone’s user usage scenarios

Interview with target users: Develop plan - Recruit users - Interview execution - Organize results

Identify behavioral models

Confirm user characteristics and goals

Check completeness and duplication

Describe users in typical scenarios Behavior: keyword method (simple and convenient for statistics but lacks logical connection), list method (listing information is not conducive to horizontal comparison), card method (both horizontal and vertical comparisons are considered, and is conducive to consistency)

Specify User type: Priority: Main users - Secondary users - Niche users - Negative task roles

Methods to create user portraits & label modeling

Internet companies base their opinions on products on "Tagging" users using habits and behavior records is the core part of user portraits. The so-called "tags" are a series of condensed and refined words with specific meanings, which are used to describe the attributes and characteristics of real users and facilitate enterprises to conduct statistical analysis of data. For different audience groups, different enterprises, and different purposes, the labels given to users often have different focuses, and specific issues should be considered in detail. But some labels apply to all situations and should be understood and mastered. I divide common tags into two categories: relatively static user tags and changing user tags.

Methods of creating user portraits & label modeling & static labels

Population attribute labels are the most basic information elements of users. They are usually self-labeled and do not require excessive modeling by enterprises. It forms the basic framework of user portraits.

Demographic attributes include people’s natural attributes and social attributes: name, gender, age, height, weight, occupation, region, education level, marriage, constellation, blood type, etc. Natural attributes are innate and will remain stable once formed, such as gender, region, and blood type; social attributes are acquired and are in a relatively stable state, such as occupation and marriage.

Psychological phenomena include two categories: psychology and personality, which are both congenital and acquired. For enterprises, studying the psychological phenomena of users, especially the three major aspects of needs, motivations, and values, can help them gain insights into users’ deep motivations for registering, using, and purchasing products, and understand users’ needs for product functions and services; and understand the goals clearly. What kind of value labels do users have, and what kind of group they are.

Psychological drive: cognition (feeling, perception, memory, thinking, phenomenon), emotion, emotion, will

Personality: personality psychological characteristics (ability, temperament, character), personality Tendency (needs, motivations, beliefs, values, outlook on life)

Methods to create user portraits & tag modeling & dynamic tags

Website behavioral attributes: What we mainly discuss here are A series of actions performed by users on and off the website. Common behaviors include: search, browse, register, comment, like, collect, rate, add to shopping cart, purchase, use coupons, etc. At different times and in different scenes, these behaviors are constantly changing, and they are all dynamic information. By capturing users' behavioral data (number of views, whether to make in-depth comments), companies can classify users deeply and differentiate between active and inactive users.

Social network behavior: refers to a series of user behaviors that occur on virtual social software platforms (Weibo, WeChat, forums, communities, Tieba, Twitter, Instagram), including basic access behaviors (search , registration, login, etc.), social behavior (inviting/adding/removing friends, joining groups, creating new groups, etc.), information publishing behavior (adding, publishing, deleting, leaving messages, sharing, collecting, etc.)

Dynamic labeling is to label users with different behavior labels based on their operating behaviors, and can obtain a large amount of network behavior data, website behavior data, user content preference data, and user transaction data. These data further fill in the user information, and together with the static tags, form a complete three-dimensional user portrait, which is the so-called 3D user portrait. Can I use the portrait of Grandpa Mao Zedong in PPT?

If the PPT content has nothing to do with Mao Zedong, it cannot be used, otherwise it will violate the law and seriously involve crimes.

Using other people’s portraits must be reasonable and legal, and must not slander or otherwise damage the reputation or personality of others. What is a user portrait? How to analyze user portraits?

User personas, also known as user personas, are an effective tool to outline target users and connect user demands and design directions. User personas have been widely used in various fields.

The current market is divided into two types of user portrait needs: ToC and ToB. User portraits spread online are generally C-side. They have many templates, complete methods, mature RFM models, and gradually derive some users. Gain insight into the company and help companies improve their user portraits.

However, these C-side templates cannot be directly applied to ToB-side enterprises, and the user portrait research groups of the two are different, resulting in slight differences in insight methods.

Here I will take the creation of ToB user portraits as an example to explain, hoping to solve your questions. Its main contents include:

1. Basic user information

The basic information of users is easy to understand. B-side customers are generally enterprises, and their basic information includes enterprise information, organizational structure, company characteristics, etc. This information provides a great help for us to construct the basic framework of users. According to the basic information of users, the user team size can be roughly divided into types such as less than 10 people, 20 to 50 people, and more than 50 people. Or you can divide different teams according to the core focus indicators of your industry.

Here, we take a company with 20 to 50 people as an example. The template can be filled in with information about the company name, company characteristics, and organizational structure.

After completing the input of basic information, the basic appearance of a startup company with 20 to 50 people can be clearly displayed in front of us. This kind of information is similar to the information of C-side user portraits, which solves the problem of "user portraits" well. The question "Who is it?" visualizes the lines of data and text, allowing production and research personnel to feel the real users instead of falling into a cycle of self-imagination.

2. Purchase decision chain.

After establishing the basic profile of the user, we can continue to start with the user decision-making chain. If we can fully understand the influence of each role in the decision-making chain and their needs for products, then we can increase the success rate of obtaining orders and complete our exploration of the core demands of users.

Take the portrait of a PM from Blue Lake as an example. Kevin is the product leader and has very rich experience in the community field. The pace of their products is never based on fastness, but on quality. Currently, we pay great attention to process management and documentation, knowing that these are the keys to ensuring high-quality output products. I hope there is an All-in-one tool that can be more convenient to use.

Companies with different headcounts also have different lengths of decision-making chains. The influence of PMs in small companies can account for 70%, while PMs in medium and large teams also have key roles such as directors, VPs, and CEOs. Therefore, you can supplement other key user portraits and improve the decision-making chain in a targeted manner based on different company situations.

3. Users’ core demands.

After understanding the user portraits of each key role, we can summarize the core demands of decision-makers; on the one hand, starting from the dual dimensions of users and decision-makers, we can help products continue to be optimized and iterated; On the other hand, it provides customers with a starting point and basis for refined operations to achieve product growth goals, thereby increasing the company's market share.

If the research is in-depth enough, you can even get some key user data, such as DAU, WAU, etc. This part of the data is very helpful for you to fill in the last blank of the user portrait.

After collecting the above information, you can make personalized supplements based on the differences found in the survey, such as reclassifying users, changing the user's company size, adding key person portraits, etc.

Insight into users and then output a complete user portrait report is something that each of us must understand. Whether you are in product, design, operations, or sales, understanding users allows us to help them in a more targeted manner. Achieve goals.

I have uploaded this template to Blue Lake's "Super Document". You can select it directly when creating a document. I hope you like it!