Week 16 Four ways to discover and create needs

1. Questionnaire survey

Many companies like to use questionnaire surveys to understand user needs. However, when user feedback needs are collected, the company makes adjustments based on the feedback. New When the product is not popular, the company is puzzled. You may feel that users are too "fickle".

For example, the well-known Coca-Cola and Pepsi-Cola, everyone knows that the products of these two companies are very similar. In 1982, Coca-Cola planned to adjust its taste in response to the challenge from Pepsi. So I made a paper about users who want to try new softer drinks? Most people agreed and said they were willing to try new flavors. But when Coca-Cola adjusted the old formula into a new one for users, almost all users did not accept the new taste. Coca-Cola lost 4 million as a result, and 2 months later, it had to switch back to the old formula.

There are three main reasons why this happens:

1. The setting problem does not match the user. The users participating in the survey may not necessarily match the target users targeted by the product positioning. Findings resulting from such a mismatch will not be instructive.

2. The sample size of the survey is too small. You can use Baidu to determine the number of survey samples. This is related to the industry, budget, etc.

3. Participants choose answers at will, and often just choose the answer they like based on their feelings.

How to solve these three major problems?

1. Expand the probability of target samples

In order to expand the probability of finding target samples, it is necessary to examine the characteristics of past users to divide different types of target groups.

2. The question setting needs to be accurate and repeated

The so-called precision means to avoid different users having different understandings of the same question, and the so-called repetition refers to the question about the same type of questions in the questionnaire. Questions in different ways to check whether users are answering questions blindly. For example, surveying users’ tastes, question 1: Do you like spicy food? Question 2: Do you like hot pot? If the first question is no and the second question is yes then the user's answer itself is contradictory.

3. Precautions for face-to-face communication and research

Selection of research timing, survey attire, survey objects, survey methods, etc.

4. Pay attention to logic

When interpreting the survey results, pay attention to clarifying the logical relationship between relevant attributes.

2. User interviews

Most users seem to be unable to distinguish between facts and opinions. Often when facts and opinions do not match, users will choose opinions. After all, everyone has the desire to express their opinions.

For example: You asked me what my favorite thing to do is? I would say travel. Although the “fact” is that, as a overtime worker, I can’t travel more than a few times a year, it doesn’t stop my “view” from traveling the most.

Another example from McDonald's:

In order to increase milkshake sales, McDonald's conducted a "questionnaire survey" asking users "How to improve milkshakes so that you will buy more What? More chocolate?" Questions like this.

Oddly enough, based on this feedback, the milkshakes did get better and better, but sales didn’t increase. So they asked Clayton Christensen, a professor at Harvard Business School and author of the best-selling book "The Innovator's Dilemma," to help solve the problem.

Clayton sent people to observe McDonald's for a whole day and found that 40% of the milkshakes were bought in the morning. Strange, shouldn’t we have burgers in the morning? He did "user interviews" and learned that many customers drive to work in the morning and are bored on the road and want to find something to eat. Milkshakes are thick, last a long time, have a straw, can be placed in a car cup holder, and won't stain your clothes, so they are the most suitable choice.

So McDonald’s made the milkshake thicker and moved the milkshake machine to the counter, allowing customers to swipe their cards to get it. In the end, milkshake sales increased significantly.

How to design user interviews to find real needs? Three types of questions help you understand what users do

1. What problems did users encounter?

Here you can use the 5 why question method to find the problems that users actually want to solve.

2. How do users solve the problem now?

Ask the user to describe his specific solution and why he chose this method. Find areas for improvement in the details.

3. What is the better way to solve the problem that users think of?

Many of the ways users imagine solving problems may not be realized temporarily, but they can provide inspiration for companies to develop new products.

3. Usability Testing

The so-called usability refers to the length of the user’s path from getting the product to using the product, that is, the difficulty of using the product. For example, when you get a product and need to read the product manual, but find that you don’t know how to use it after reading the manual, the usability of this product is very low.

Usability testing refers to finding some representative users to try out the product and complete the common tasks of using the product or the main functional operations of the product, so as to find and solve product usage problems and improve product usability. Usability testing is the last line of defense to verify requirements before the product is officially released and used by users on a large scale.

How to conduct usability testing?

1. Find representative users

Find users with user behavior characteristics. They are the key factors that play a role in usability testing. Users with user behavior characteristics refer to people who have used the original product for a long time and are familiar with the functions of your product. The number is generally set at 5-8 people.

2. Design typical test tasks

Design the main functional test tasks of the product:

1). The tasks cannot be too many, but they must be important functions of the new version and problem-prone tasks.

2). The task must be a problem scenario that users will encounter.

3. Be loyal to users’ behaviors and reactions

Don’t try to teach users how to use it during testing, but ask users to experience your product. If conditions permit, use a camera to record the user's entire experience process, which functions are used, problems encountered, and the user's expressions during the process and other real reactions.

4. Collect test results and solve problems.

Strike while the iron is hot and solve the problems encountered by users during the test, especially the main functional problems.

4. Data Analysis

Data analysis is to make the invisible characteristics of user behavior explicit. In other words, data analysis is to deduce user behavior from user consumption traces, and then analyze all user behavior. I tell you all the secrets. Many times, users express what they want through questionnaires and user interviews, rather than what they really need, but the data left behind by user behavior is very honest.

For example, someone wants to sell some novel things on Taobao, such as African wood carvings, Sri Lankan handmade tea, and Malaysian tinware. What a Chinese counter sells for 1,000-2,000 yuan, he sells for 700-800, about half the price. He feels that people who know the product must like it very much, but his business is tepid. What should he do?

Later, this person purchased an analysis report on Taobao user behavior data and studied it carefully. One of the data hit him like a thunderbolt. On Taobao, the most purchased products by users are concentrated between 100-200 yuan.

Why is this happening? It turns out that this is because everyone is a little worried about buying things online. What if it’s a fake? What if you don’t like it? Although the store claims to guarantee refunds within 7 days, you can also complain, but it is troublesome after all. Risking 2,000 yuan was a bit panicky. 100-200 yuan is different. Even if the store really refuses to refund, although it hurts, it can still be accepted. 200 yuan is the upper limit of the mental account of "change" in the Internet era.

So he decided to change his strategy and position himself as "high-end items under 200 yuan." Business suddenly picked up.

Three major points of data analysis

1. Analyze search data

When users have needs but cannot find corresponding products to meet their needs, they will go there as soon as possible Search the platform to find answers. Analyzing search data can reveal user needs.

Baidu has a "Baidu Index" that collects statistics on keywords searched by users. For example, if you enter "cake", you can see users who searched for "cake". Many of them also searched for "zodiac sign", "oven, recipe", etc.

With this data, you can analyze the requirements. Since many people like constellation cakes, let’s make some cakes with the theme of the 12 zodiac signs; since many people like to make them themselves, then make some cake embryos so that mothers can enjoy the fun of making cakes for their children.

2. Analyze statistical data

After finding the user's needs, the size of the demand must be obtained through statistical data. Many industry analysis reports, such as Analysys International and iResearch Media, provide industry data in different dimensions.

For example, almost everyone has a need to buy a house. But in which cities should real estate developers invest heavily in acquiring land, and in which cities should they gradually withdraw? Many real estate developers will look at one data: the city’s population inflow and outflow ratio. If the population inflow continues to be greater than the outflow, the city's housing demand is accumulating and investment should be made; otherwise, if it is decreasing, one should be cautious.

3. Analyze behavioral data

Analyze user behavior, including purchase platform, purchase time, purchase amount, etc.

With limited R&D funds, should we invest in domain names, develop PC websites, or make mobile applications based on H5 pages? At this time, you have to analyze user behavior data.

Many people know that the transaction volume of Tmall Double 11 in 2017 reached 168.2 billion, but many people did not notice that in the lower right corner of this amazing number on the screen, there is a small, equally amazing The number is called wireless transaction ratio. This number was 45% in 2014, 68% in 2015, 82% in 2016, and reached 90% in 2017.

In other words, 90% of user behavior has been moved to mobile phones. Based on analysis of this behavioral data, your decision should be obvious.

Scene:

Recently, the two great masters of the Open Book Gang have opened small circles of goal management and financial management respectively. However, after completing the first conversion of their original fans, , the small circle of experts has not increased. Is it because the product design does not provide customers with a strong sense of experience, so there is no word-of-mouth effect, or is it because the marketing is not enough?

The number of people in Xiaomi circle has not increased, mainly because the original users have not formed word-of-mouth communication (provided that basically no marketing methods are used). In fact, the needs of users have not been met. Nowadays, we mainly develop products based on our own hobbies, rather than designing products based on user needs. The logic is upside down. Use what you learned this week to explore the needs of users in small circles.

1. Questionnaire survey

1. Expand the probability of target samples

In order to expand the probability of finding target samples, it is necessary to examine the characteristics of past users, thereby dividing Different types of target groups.

Most of the Xiaomi Circle members of the two IPs came from the Kaishu Gang, and many of them joined Xiaomi Circle based on their trust in the two IPs. People in small close circles can be divided into two categories. One type has a clear purpose, and the other type does not have a strong purpose. I think there is always no harm in adding a learning project (for example, myself).

2. The question setting needs to be accurate and repeated

The so-called precision means to avoid different users having different understandings of the same question, and the so-called repetition refers to the question about the same type of questions in the questionnaire. Questions in different ways to check whether users are answering questions blindly. For example, surveying users’ tastes, question 1: Do you like spicy food? Question 2: Do you like hot pot? If the first question is no and the second question is yes then the user's answer itself is contradictory.

Set three different questions for a category of questions at the beginning, middle and end of the questionnaire to test whether participants answer questions casually. For example: Do you have a clear goal for joining Xiaomi Circle? What is the goal of joining Xiaomi Circle? What do you expect the small circle to bring you?

3. Precautions for face-to-face communication and research

Selection of research timing, survey attire, survey objects, survey methods, etc.

Because the number of people in the small circle is currently small, face-to-face surveys can be used to collect feedback from people in the small circle more accurately.

4. Pay attention to logic

When interpreting the survey results, pay attention to clarifying the logical relationship between relevant attributes.

2. User interviews

1. What problems did users encounter?

Here you can use the 5 Why question method to find the problems that users actually want to solve.

Use 5w questions to ask users to find out their motivations for purchasing products.

For example, an example of the helmsman’s small circle

Why join? -Because I want to learn personal management methods and tools. ?

Why do you want to learn these? -Because I want to take control of my life and get rid of the busy work. ?

Why should you take control of your life? -Because you want to achieve your goals

Why do you want to achieve your goals? -Because I want to have a successful career

Why do I want to have a successful career? - Because they want to enjoy a high-quality life

This example found that some users’ original intention is actually to enjoy life. So in order to achieve this goal, is joining a small circle a way to achieve this goal?

2. How do users solve the problem now?

Ask the user to describe his specific solution and why he chose this method. Find areas for improvement in the details.

Ask the people in the small circle about their specific gains and changes after taking the current courses. Is this change what they want?

3. What is the better way to solve the problem that users think of?

Many of the ways users imagine solving problems may not be realized temporarily, but they can provide inspiration for companies to develop new products.

Ask people in your small circle for their suggestions on current courses and courses you would like to take.

3. Usability testing

1. Find representative users

Find users with user behavior characteristics, they are the key factors that have an impact on usability testing . Users with user behavior characteristics refer to people who have used the original product for a long time and are familiar with the functions of your product. The number is generally set at 5-8 people.

Because the two IPs will teach you step by step in the early stage, you can build a road map for new members to keep up with the progress.

2. Design typical testing tasks

Design the main functional testing tasks of the product:

1). The tasks cannot be too many, but they must be important functions of the new version and problem-prone tasks.

2). The task must be a problem scenario that users will encounter.

Set a task for each link in the road map. For example, today's course content is about the use of ** software, and a task is assigned that allows everyone to practice using it.

3. Be loyal to users’ behaviors and reactions

Don’t try to teach users how to use it during testing, but ask users to experience your product.

If conditions permit, use a camera to record the user's entire experience process, which functions are used, problems encountered, and the user's expressions during the process and other real reactions.

With an empty cup mentality, collect the problems encountered by users and their feelings. For example, when making a monthly plan, how will they feel if there is not enough effective time.

4. Collect test results and solve problems.

Strike while the iron is hot and solve the problems encountered by users during the test, especially the main functional problems.

Provide alternative solutions to the new recruit's problems and, if possible, provide comfort.

4. Data Analysis

1. Analyze search data

When users have needs but cannot find the corresponding products to meet their needs, they will search for them as soon as possible. Platform to find answers. Analyzing search data can reveal user needs.

When users need to learn a certain topic course (such as personal management and blockchain), where will they search? (I really don’t know this) What is the factor that he values ??the most? Geographic factors? Time factor? Tuition fees etc.

This involves the channels for users to find small secret circles. At present, the two small circles are mainly disseminated through the community, so existing users, especially loyal users, can be used as the main channel for dissemination. For example, everyone is asked to present the results of each activity on various major article writing platforms.

2. Analyze statistical data

After finding the user's needs, the size of the demand must be obtained through statistical data.

When you want to launch a product, you can use a questionnaire survey to count everyone's recognition of the product. You can set up such a link. For example, free reading activities, questionnaires and deposits are required at the end. Those who are willing to pay the deposit are the real needs.

3. Analyze behavioral data

Analyze user behavior, including purchase platform, purchase time, purchase amount, etc.

How much energy and financial resources users are willing to spend on small circle activities.

Through the above four methods, we can find the real needs of users for small secret circles, that is, what problems small secret circles can solve for them.