(1) Product overview
(1) Experience the environment
For the app, it is nothing more than the model and system used to experience the product, and then the app version, experience time, experience person and other information.
(2) A general or brief description of the product
This is just a few words to summarize what this app is and what it is used for.
Note: If you are interested, you can also explain your thoughts on the brand of this app here, for example, what do you think of the logo of this app, what kind of ideas or information this logo can convey, and you can also post it on the official website by the way. slogan, and then talk about your views on this slogan, so as to have a macro-level judgment on the product.
(3) Product positioning
Product positioning is: what kind of service or function is provided for whom, and what needs of these target users are solved.
After explaining this clearly, it naturally leads to the next thing to do: user needs analysis. That is, since the product is positioned in this way, then we need to know who this "who" is, and we use "what method" to solve the "what needs" of this "who".
(4) User needs analysis
A Who is the user - "Who"
Find out who is the target user of the product.
B User Characteristics - "Who"
Characteristics of target users, role analysis, user portraits, etc.
C The needs of target users - "what needs"
Explain clearly what kind of needs these users have now, and then the current development prospect of this industry is relatively good, the market is vast, and the demand is large, which will be a good opportunity. However, the products or services currently on the market cannot meet this demand well, or even fail to meet this demand at all; then users need a better product to meet their needs. At this time, a better solution and a better product are needed, and this naturally leads to the solution or method of this app to solve the demand.
D-Solution - "What way"
Since these needs of users cannot be better met in the current market environment, what kind of solution does this product provide to better meet this demand.
Here we mainly discuss from two aspects: one is the core function point, that is, what kind of characteristic innovations or advantages in the core function can bring better services to users; the other is the effect experience, whether it is visual or In terms of interaction, what are the better experiences?
Note: The solutions here do not need to be explained in detail in conjunction with the product interface, but simply list the solutions (functions or services) that this app can provide.
E User usage scenarios
Now that we have provided such a set of solutions, we need to analyze under what circumstances users generally use our products, what are the user usage scenarios of this product, and what are the different situations.
(5) Market status and analysis
Regarding the analysis of the market situation, you have already obtained a lot of data when you were preparing. The data you searched in places such as app annie can be used to analyze the current market situation and give some personal opinions, mainly including the following two main aspects :
A industry analysis——
What is the current market situation, what is the current status of the industry, how big is the market, what is the user demand, what is the development space, and will it become a new outlet in the future? That is, based on the data, talk about some personal views on the future of this market, and give reasons.
For example, the current development prospects of this industry are relatively good, the market is vast, the demand is large, and there are few homogeneous products, which is a good opportunity for expansion
B Market Data (Product Data)——
What is the market share of this app, compared to its main competitors. Then draw some conclusions and your recommendations based on the comparison.
(2) Product analysis
(1) Product structure diagram
Based on your understanding of the product, draw the product structure diagram of the app. Through the structure diagram, you can get the level of each function of the app, the depth of the core functions, and how the functions are classified and planned.
Then based on this conclusion, you can further analyze which functions are classified more reasonably and which ones are unreasonable, which functions are placed too deep in the entrance and are not easy to be known by users, and which unimportant functions are placed in obvious places, here you can Put forward some of your views and suggestions on these issues.
(2) User use flow chart
You are a user. After you are familiar with all the functions, draw the flow chart of the user's use. Through the flow chart, you can see what the user needs to experience and what functions need to be used in the process of realizing the requirements.
There is no need to continue to expand here, because in the next step when we analyze the functional experience, we need to experience the functions of the app step by step according to the route of the user using the flow chart.
Notice:
A. If an app only focuses on solving one requirement, then there is basically only one route for the user to use the flow chart, so it is enough to analyze according to this route;
B. But if the app is complex, has many functions, and can solve many needs, then there may be many routes for users to use the flow chart. At this time, you cannot analyze all the routes. You only need to Just pick a few users with core needs and use the process route for analysis.
For example, the Taobao app has many functions, so you can focus on analyzing the process of realizing shopping; but for auctions, Taobao headlines, and Juhuasuan, you may not be involved for the time being. After all, this app contains too many functions and cannot be used in comprehensive analysis in a short period of time. People also need to rely on a lot of teams to operate this app, and it is impossible for you to involve all of them. So you can intercept the route of one or several users to use the process for analysis, which is also easier to focus on, try not to be big and comprehensive, and it is difficult to go deep if it is big and comprehensive!
(3) Function experience analysis
This should be the most important place in the experience report
Here, you need to use the task walk-through method to go through the pages that need to be experienced one by one according to the steps in the flow chart of the previous users, and check what problems there are in the process!
In this process, you will clearly understand what things users need to experience and which functions to use in the process of realizing their requirements. Then at this time you need to analyze this process from two levels:
1. Macro level: This is to grasp and analyze all pages as a whole. For example, is a certain requirement or task necessary for the user? Is it too long a road to complete this task? Is the entrance of the core function point placed too deep? Here you just need to clarify the advantages and disadvantages of functions or experience from the macro level, and give suggestions on the disadvantages, and talk about what you think should be done.
2. Specific level: This is to analyze individual pages page by page. For example, functional issues, is the existence of a certain page redundant or tasteless? Is this function appropriate for this page? Or experience issues, this has actually been recorded when you are preparing, for example, is a certain button guiding enough? Are the buttons misleading? Will there be visual disturbances? Will the page be ugly? Is the interaction clear enough? What should be noted here is that we should pay attention to the first feeling in terms of experience. Similarly, whether it is the advantages and disadvantages of functions or experience, you need to talk about it, and give suggestions for the shortcomings, and talk about how to make it better.
Notice:
When doing product function experience analysis, many people also do it from the perspective of the five elements of user experience:
- Strategic layer——This layer analyzes the user goals and product goals of the product, and needs to analyze users. This is similar to the user demand analysis mentioned above, including user portraits, user needs, product positioning, product features, etc.
- Scope layer—Analyze from the function or service level provided by the product, including the main functions of the product, analyze these main functions one by one, and explain the relationship between these functions.
- Structural layer - Here you need to draw a structure diagram or architecture diagram of the product, analyze the level of each function of the product, the depth of the function, the entrance of the function, the relationship between the functions, and the classification of the functions, and analyze the advantages and disadvantages one by one .
- Framework layer - here is mainly to analyze the interface design, navigation design, and information design of the product, and draw the advantages and disadvantages.
- Presentation layer - here is to analyze the advantages and disadvantages of the product UI, that is, color matching, overall style, page layout, etc.
However, I think it is more appropriate to experience the product functions according to the user's use process route, which is more in line with the logical thinking of an ordinary user using the product (maybe the product manager's thinking will be different from that of ordinary product users, but we should consider the right is the thinking of ordinary users), and for a more complex app, if it is analyzed from the five-element level, the content of the analysis will be very complicated and easy to superficial; but if it is analyzed from the user's use process route, Extract a few core routes for analysis, then you will be more focused and in-depth, and it will be more beneficial to the product.
Of course, if you want to analyze from the perspective of the five elements of user experience, then you can also determine in advance which or which main functions you want to analyze, and then analyze these functions according to the five elements, which is also possible of. Anyway, try to avoid big and comprehensive.
Still the same sentence: it is difficult to be precise if it is large and comprehensive, and superficial analysis is meaningless.
(3) Competitive product analysis
After an in-depth analysis of the app itself, then it is necessary to conduct a horizontal analysis with competing products.
For competitive product analysis, you can still conduct it from two angles:
1. Macro level: Who are the main competitors of this app? What is the current market structure (this has actually been mentioned in the previous analysis of the current market situation)? What methods or solutions do competitors use to meet user needs or solve similar problems? What are the strengths and weaknesses of competitors? What is the reference for us?
2. Specific level: What excellent functions does the competitor have? What is the functional difference between us and our competitors? What are the differences in UI or interaction and what can be used for reference? By comparing these, what do we need to improve?
Note: The analysis of competitors here does not need to be too detailed. Generally speaking, the advantages and disadvantages of competitors at the strategic level, functional level and experience level are listed, and then the reference value for our products is attached next to it, that is, how do we Refer to the strengths and weaknesses of your competitors.
(4) User Opinions
Search for information about user comments on products from the app store, Zhihu and other related channels, and just pick out some representative ones and list them out. The purpose is to use other users’ comments to demonstrate your product. Some statements about functional experience do not need to be analyzed, but you can attach some summaries of these user opinions, for example, whether everyone tasks a certain function well or not, whether everyone thinks there is any problem or what part of the product is wrong. comfortable and so on.
(5) If I am PM
At this point, if we position ourselves from the PM perspective of this product, then we need to analyze the product at the strategic level.
This analysis can be regarded as a summary suggestion for the product. It is necessary to think about product problems and make suggestions from a higher level, such as having a newer thinking about the direction of the product, and having a deeper understanding of the business model or profit model of the product. Understanding or insights, whether there are any new strategies that can be developed in the future, and so on.
At the same time, you can also summarize your feelings about using this app and competitors' products, talk about your understanding of the user group market, and whether there are any needs that can be further explored.
Note: If you do not have enough grasp of the product and the industry, then it is best not to involve too strategic content here, because if you are not careful, it may become a trick.
(6) Operation
For operations, it can be omitted in the product experience report. On the one hand, this is a product experience report; on the other hand, as an outsider, if you are not familiar with the product's operation plan, it is difficult to grasp this operation idea, and it also requires rich experience.
However, it is also possible to make a little suggestion of yours.
At this point, even if the writing framework of the product experience report is planned, the next thing to do is to focus on the specific content, and then fill the content into the report.
Of course, this framework is only a general framework. For product experience reports, you also need to consider the target audience of the report. Different target groups will lead to different ways of writing and thinking, as well as different emphases.
But I think the general idea is roughly the same. Depending on the object, what you have to do is to modify and adjust on the basis of this general idea.