This article will use the psychological effects in the methodology of super product strategy to sort out the true needs of users based on human nature and how to build super products.
As a product manager, I believe you are no stranger to the following scenarios.
In the process of creating super products, I always hope that the product can meet the needs of users, and it is best to exceed user expectations, even if the previous article on Elos describes how traditional enterprises can break through difficulties, it also emphasizes the need to understand user psychology...
So at this time, what companies should do is to develop indicators. We all know that wanting to cause word-of-mouth effects is the best way to build super products, but to do this means traffic, transactions, and dissemination are needed. In order to achieve these Purpose, we can specify indicators for relevant departments to complete, not only that, we also need to know what users really need.
In other words, what kind of product can satisfy users and what kind of psychological needs, they will choose this product.
This can't help but remind people of a financial company as a reader of Elos who once spit out in the message: "It's really hard for me. I am not a user. How can I know what they are thinking?".
After communicating with multiple entrepreneurs and summarizing, summarizing, and analyzing their situation, we can learn from the viral marketing mentioned in the super product strategy methodology, the screen of friends circle, the ant forest planting trees in Alipay, and the spreading The answers to these can be found in certain psychological laws.
01
The use of psychology on users
There are many shopping activities such as Double Eleven, Double Twelve, and the past 618 and other shopping festivals, but many users will only participate in a few of them, and not all of them, leaving regrets , I have expectations for the next event, and the event has been endless to participate. For example, a sustainable bottle will always dangle the user’s appetite because they have not been able to participate in activities with more discounts. These will make users Have expectations or are impressed by the event. It is exactly what psychology calls the Zignik effect.
The Zignik effect means that people are more forgetful about the work that has been done. This is because their "desire for completion" is satisfied, while the unfinished ones will continue to linger in their minds, for example, because they can't kill their favorites in seconds. Commodities cause them to be more eager for the success of the spike.
Not only that, we can also use loss aversion to let users use your product. For example, a novice gift package will give you a lot of things once you use the product. The success of this method is attributed to people's psychological motivation to hate loss.
02
How to use psychology to create super products
In the process of creating super products, we can use positive psychology to gain user recognition.
There is a concept in positive psychology called flow, which refers to the flow of people when they actively accomplish something, which makes them forget the loss of time. The main reason for the flow is that there is a clear goal, matching difficulty, and timely feedback.
In addition, we can also show how many people are using the product in the form of marquee to create an atmosphere and encourage users to use it, because everyone is using it, so we should use it ourselves. We call this phenomenon false empathy bias.
There is also the Rosenthal effect, which refers to the positive ability to change user behavior through praise, trust, and expectation, and to develop in the expected direction. This is often used to stimulate user growth.
There is also the familiar "birdcage logic". If you put a birdcage at home, then friends at your house will ask you, where is the bird? Did you fly? Gradually you will have an idea, since you have a birdcage, why not buy a bird?
There are many places where "birdcage logic" products can be used, for example, by issuing coupons to attract users to open the product. Here, the coupon is like a birdcage, which makes users feel that they have not paid anything. Since they have received the coupon, they will feel a loss if they don't use it, so a wave of consumer behavior has started.
The above methods can effectively increase user stickiness and make them motivated to use the product, thus creating the birth of super products.
03
Find the real needs of users
From the perspective of psychology, people's needs shift from low-level needs to high-level needs. Self-actualization is the highest level of demand. The lower the level of demand, the more important it is to individuals, and the greater their satisfaction.
We will find that when users are met by lower-level needs, they will transform to higher-level needs. However, we must realize that needs are not insurmountable. Sometimes lower-level needs will leap directly to the highest-level needs.
In order to find the real needs of users, we will find that those products that can become super products have a common feature, that is, they can arouse users' curiosity (for example, WeChat, QQ, Taobao, Alipay, these are all super products) and let users know about the product. Expected for the iteration.
Not only that, these products are innovative from the user's perspective. For example, many people use their mobile phone number as a WeChat account, which has been troubled by everyone before. After using it for a period of time, they regret it, but because of the early WeChat There is no way to change the account, which has become a pain point for most users. Just this year, WeChat introduced the function of changing the WeChat account, which solved a major pain point that plagued users.
Therefore, properly standing in the user's perspective and feeling their psychological needs will help companies build super products.
04
to sum up
According to a sentence mentioned in the article by Elosi: Knowing yourself and the enemy, you will never end up in battle. When product managers want to build super products, they need to have clear goals and be familiar with the psychological needs of users in order to meet the psychological needs of users in the iterative product process, solve their pain points, maximize the value of the product, and create a super product. , To become a giant in the industry.