What is a user portrait? How to analyze user portraits?

User portraits, also known as user roles, have been widely used in various fields as an effective tool for delineating target users and connecting user needs and design directions.

At present, the market is divided into two categories: To C and to B. Generally, the user portraits spread on the Internet are mainly C-side, with many templates and complete methods. The RFM model is mature, and some users gradually gain insight into the company to help enterprises improve their user portraits. However, these C-end templates cannot be directly applied to enterprises at the To-B end, and the research groups of user portraits are different, which leads to slightly different insight methods.

Here, I take making portraits of users from A to B as an example to illustrate, hoping to solve your questions. Its main contents include:

1, user basic information. User basic information is easy to understand. B-end customers are generally enterprises, and their basic information includes enterprise information, organizational structure and company characteristics. , which provides great help for us to build the basic framework of users. According to the basic information of users, the user team size can be roughly divided into the following categories: 10, 20-50, and 50 or more. Or you can divide different teams according to the core concerns of your industry.

Here we take a company with 20 ~ 50 employees as an example. The template can fill in the company name, company characteristics and organizational structure information in turn.

After completing the input of basic information, the basic characteristics of a startup company with 20-50 people can be clearly displayed in front of you. This information is similar to the information of C-end user portrait, which solves the problem of "who is the user" well, visualizes the lines of data and words, and makes production and R&D personnel feel the real users instead of falling into the strange circle of self-imagination.

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

Take a PM portrait of the Blue Lagoon as an example. Kevin is the product director and has rich experience in the community field. The rhythm of their products is never based on fast, but on good. At present, we attach great importance to process management and document precipitation, and know that these are the keys to ensure high-quality output products. I hope to have a multifunctional tool that can be used more conveniently.

Companies with different numbers of people have different decision chains. The influence of small companies can account for 70%, and large and medium-sized teams have key roles such as director, VP and CEO. So you can supplement the portraits of other key users and improve the decision-making chain according to different company situations.

3. The core demands of users. After understanding the user portraits of key roles, we can sum up the core demands of decision makers; On the one hand, from the two dimensions of users and decision makers, it helps products to continuously optimize iterations; On the other hand, it provides the starting point and foundation for customers' refined operation, realizes the product growth target, and then improves the market share of enterprises.

If the research is deep enough, you can even get some key data of users, such as DAU, WAU and so on. 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, we can make personalized supplements according to the differences found in the survey, such as reclassifying users, changing the company size of users, adding portraits of key figures, etc.

It is necessary for each of us to gain insight into users and then output a complete user portrait report. Whether you are product, design, operation or sales, understanding users can help us achieve our goals more pertinently.

I have uploaded this template to the "super document" of the blue lagoon. You can select a document directly when you create it. I hope you will like it!