Chapter 2 The struggle history of a need
1. From the user to the user
( 1 ) The method of demand collection:
A. Data analysis B. Questionnaire C. User interview
( 2 ) The user is the source of demand
Why are there various needs?
Because there are too many problems in life, resulting in dissatisfaction, and the problem is "the gap between ideal and reality" , then human beings will naturally have the desire to "reduce or even eliminate this gap", which generates demand.
Researching needs can enhance understanding of users, and understanding users is one of the most important qualities of a product manager.
( 3 ) User VS. Client
The user is the User , sometimes called the end user, and the End User is the person who uses the product; the customer is the Customer , who is the person who buys the product and pays for the product.
Different users have different degrees of importance, and we must and can only focus on them. Prioritize the needs of users over those of payers.
(4) User-centered thinking
"User-Centered Thinking " and "Boss-Centered Action" (or "actually consider how to act")
Focusing on a generalized user like the boss is actually a better practice in a small team.
(5) Do not try to satisfy all users
Trying to meet the needs of all users is a disaster, and it turns the product into a bloated, unsatisfactory quartet.
There are too many user needs, and a priority evaluation is required.
Which user needs should be prioritized and the business objectives of the product should be considered together . Simply put, it is to look at what the KPI ( Key Performance Indicator) is. Different stages of the product have different goals. We don't have to meet the needs of all users.
2. Do you really know your users?
Experience real users
Landscape, the user's say and do
How users express goals and opinions, and how they reflect behavior, what users say and how they act is often inconsistent. We not only see what users say, but also listen to what users say.
Longitudinal, Qualitative and Quantitative
Qualitative research can find out the reasons and is inclined to understand; while quantitative research can find the phenomenon and is inclined to confirm. The process of people's cognition of new things is usually from qualitative to quantitative, then qualitative to quantitative, and spiral upward, and understanding and verification are also iteratively evolved.
Small example of product research;
In the first round, listen to users qualitatively say, determine the product direction, what to do? Randomly sample 40 users for interviews and write a list of requirements accordingly.
second round. Listen to users quantitatively, determine the priority of requirements, what to do first? A total of 200,000 questionnaires were delivered , and the needs were prioritized.
In the third round, depending on the user's qualitative requirements, what should be done? While designing, we successively found 10 users to verify and do usability testing.
In the fourth round, see what users do quantitatively, and do data analysis on the user's usage of the product, and continuously improve the product.
The goal of doing user research: Resolutely put an end to "it is determined by organizational research that users need a unique function ", and we must truly regard users as the source of demand.
Method of requirement gathering (method of user research):