Create super products by studying the methods of user portraits. In this article, I will use the data analysis in the methodology of super product strategy to tell you how to get user portraits to create super products.
Before creating super products, companies will think about their core user groups. When the products are on the market, they discover that the original core users don't seem to pay the bills, resulting in many new products just short-lived. Or with the development of the product, the initial core user group has changed. For example, the earliest users of QQ have already established a family...
As the user community changes, the product must be adjusted in accordance with the user's footsteps. At this time, only repositioning and analyzing new user portraits are imminent.
The user portrait is not a specific person. It is divided into different types based on the differences in the target's behavioral viewpoints, and they are quickly organized together to extract the newly obtained types to form a type of user portrait.
Here, we can find user portraits through the six elements of user portraits: uniqueness, quantity, rationality, basicity, applicability, and permanence.
01
Three dimensions of user portraits
The six elements of user portraits are clustered and integrated online to outline the characteristics of the core user groups. This is also called "audience orientation" for super products. Get the user's basic information around the product data, and find the differentiated combination grouping through the user's behavior in using the product.
Sorting according to the order is divided into three dimensions:
1) User information portrait: In other words, it is the user's basic information, which belongs to static data, including the user's gender, age, income, occupation, and consumption level...
2) User behavior portrait: What behaviors the user has produced during the use of the product, also called dynamic data, including the user's product market, browsing habits, preferences, behavior trajectory...
3) User group portrait: subdivide user groups and classify users with the same needs according to the characteristics of the product.
02
Create user profile
Extract the user's basic information from the existing data and sort out the proportion of the user's basic information in the user group. The product is iterated continuously according to user needs and market development, and key variables are obtained in the iterative product to extract user behavior portraits.
The behaviors generated by users in the process of using the product, for example, the three aspects of usage scenarios, acquisition content, and access paths, analyze the connection between user behavior and the product, and analyze the need to obtain valuable information.
After sorting this out, how to aggregate this information, at this time, we can draw a reasonable group portrait through three steps.
1) Find the extreme values and cover the highest and lowest information in each set of data.
2) Analyze reasonable values, among those extreme value users, analyze reasonable groups, and finally draw conclusions.
3) Outline the core user characteristics and make product iterations more targeted.
These are the results based on data analysis, but this does not mean that the results must be correct. The next step is to verify the user portrait.
03
Verify user portrait
Here we can verify in three ways.
1) Verify the authenticity of the data, find the data of product changes based on the real-time data after the product is marketed, and see if it meets the expectations before the product iteration, so as to determine the correctness of the user portrait and analyze the reasons for the data changes.
2) Comparative analysis, in other words, analyze the product that has been adjusted to the user profile and compare it with the previous product, verify the accuracy of the user profile feedback demand, and compare the old and new data.
3) Looking at the conversion rate, the profit a product can bring to the company is the key to measuring the quality of the product. Although this is based on commercial considerations, we will ultimately return to the product itself for implementation. See how much conversion rate the product can bring to the company.
04
to sum up
Through continuous iterative verification of user portraits, it will bring growth to the enterprise. When the product brings a large number of new additions to the enterprise, it will also change with the change in product demand. This is because the user itself is a variable and wants to create a super product Only by iteratively updating products, constantly updating and verifying user portraits, digging out the most real needs of users, and solving user pain points is the secret to ensuring the enduring of the enterprise.