Regarding enterprise super products as the content of discussion, in this process, digging out the real needs behind user needs becomes the key to whether enterprises can create super products.
The five elements of creating super products are always mentioned by Mr. Ai Yongliang when he helps other companies with consultation. It can allow business managers to have a certain understanding of the overall product and the breakdown of details. When digging out the real needs behind user needs, it is more meaningful to understand the product as a whole than to dig out user needs with a brain. This is because in the process of creating a super product, from incubation to market-oriented to growth, the challenges that cannot be underestimated.
In summary, we will discuss the real needs behind the needs of users.
Now let us think about it, what is the purpose of a relationship? What are the requirements for male and female friends?
First of all, falling in love is because we have needs, and the needs are multifaceted. Then, when we want to fall in love, looking for a target is a rigid basic need, which is basically affected by factors. What is this rigid need? is it necessary? Still unnecessary?
Here we will find that the purpose of many people who want to fall in love is either to get rid of the predicament of loneliness, or it is caused by family factors, or simply natural attributes are at work, or these major aspects are intertwined.
The requirements for a partner: personality, appearance, common topics, mutual understanding and tolerance, mutual admiration and even love at first sight...
What if everyone quarreled with your partner? How is it handled? Whether to be silent or to solve the problem in time, each other's emotions will also be disturbed by external factors and one's own influence.
This is about to begin. In fact, finding an object in a relationship is the same as a company's digging out the real needs behind user needs. In many cases, what everyone needs is not an object, but to meet their own psychological needs or even emotional value. For companies , Many times the user needs the drill bit, but the hole in the wall.
How can we discover the real needs behind user needs?
The premise here is that how to make users contact and use the product is the key, and why it is so important to tap the real needs of users, because this determines why users choose to use the product.
Excavating the real needs of users is a business opportunity, which can effectively increase user stickiness. Discovering the real needs of users is very important to users. It can effectively solve their pain points and give them a positive and efficient experience. Users will continue to use your product, and the product is meeting user needs and making profits.
Five elements to tap the real needs of users
01
Super product strategy level: product goals and core user groups. What can business managers and users get?
The basis for successfully digging out the real needs of users is that there must be a clear user group. Understand the expectations of enterprises and users for products, how can enterprises find their own super product strategy?
According to the core user groups to find the problem they most want to solve, the basis for creating a super product is that the entry of the product must be what users urgently need.
02
Scope level: What are the functions of the product?
When you discover the real needs of users and solve problems through insight into users, your product goals are transformed into what kind of content and functions the company should provide to users, and the strategy enters the scope layer, from functional products to product functions Combination description, and various content elements in terms of information products.
Here, what we need to answer is, what functions do users need? What functions are we going to do for users?
To determine the product function, you need to follow the product strategy closely, otherwise the product will face great challenges, and it will not even be able to create a super product.
How to collect these?
Some requirements apply to the entire product, and some requirements apply to special features. When users say that they need to meet certain needs, they think about what the product must have, or a certain feature.
User needs are often unpredictable, and it is often not through direct inquiry to dig out the real needs behind user needs.
Instead, choose these three main categories: listen to what users say, what they want, and find what users actually want through user behavior and user feedback.
When we find the real needs of users, we can prioritize the needs. Priority often determines the urgency of the need.
Strategy determines the scope, user needs determine function, function carries product value, and product value becomes the foundation of super products.
03
Structural layer: interaction design and information architecture
In the process of creating super products, the structural layer is to transform the scope layer into how to respond to the real needs of users.
What companies need to do at this time is to understand users and think from the perspective of users.
The structure is also related to the product interface layout. In the structure, it is necessary to think about how to arrange the functions to improve the product user experience and combination.
04
Frame layer: product prototype
Determine in which form to implement, this includes interface design, determining the framework, presenting information...
The interface design that can be favored by users must be to allow users to see the "most important core" at a glance. The purpose is to allow users to complete the operations they want and guide users to use the product in a quick-understanding and easy-to-use way.
Be sure to communicate well before doing it, and pay attention to user experience after understanding the real needs of users.
The reason for the screening of requirements is that many user requirements cannot be fully met by the enterprise. Then the core functions are implemented first, and then auxiliary functions are completed. Some unnecessary additional functions can be cut off.
05
Presentation layer: the final look of the product
First of all, if you want to build a super product, you must follow the principles.
1) Provide users with the most effective ones without requiring too many details to surprise users.
2) By digging out the real needs of users to determine which functions in the design elements of the product should attract users' attention in the first time.
3) Determine the strategic goals and whether what users notice is consistent with your goals.
In many cases, if you want to build a super product, you don’t need too much intervention. You only need to find the right point to determine the value of the product.