Internet products and services mostly exist in virtual form on the network and what users often do not know themselves want. Only in the face of specific usage scenarios of products and services, through the use of figurative and experience will be evaluated on the basis of product-related personal use is given.
So to be successful Internet products will be more difficult than traditional products, Internet products requires companies to "understand customer needs" as is a beginning to end, it is essential to uphold the idea down.
First, our differences with the White
1. The difference in mental models (mental model and implementation model)
From the cognitive model to distinguish, it can be roughly divided into the implementation model, performance model and psychological model.
- Implementation model: how the product works.
- Performance model: by designing products to make users think that is how it works.
- Mental model: users think how the product works. One-sidedness, but in line with the general perception of the masses.
We all know that, do Yaoan products must be set implementation model, but it is not doing enough. In the process we have to do, and continue to push the mental model to counter the rationality of the design and user acceptance.
However, for the long-term vision and set of products, leading to mental model of the product design has slowly converge on the implementation model, which is the source of white becomes difficult.
2. Event handling differences (memory and intuition)
Our products are made with a mind of doing things, our own set of products than anyone that. So we experience the product, will be too dependent on memory to help complete the experience goals. Will naturally feel that our products and more simple, and more smooth ah, this time around your brain while at work. A multiplier ah ~
But users do not think so. He did not know the internal logic of your set. If you can not even past experience to judge how the eye and intuition, he will stay where they are accustomed to using the right brain ...... do judge (non-professional users) directly.
This difference is very tricky, some product manager simply said, "You look at the designers, I was numb."
3. tolerance difference (children and Tools)
Products like your child, it grew into the way you want, it is determined by the character you like. And something goes wrong, you may be out of love for him, waiting for him to grow more than once, again, still again. You will deal with tolerance in some things.
Users can not the same for users of your child just one of his tools, not have to change.
Users lack most is patience, they will be able to fulfill their goals in the time, hard to poke it, it will curse feeling unhappy time, will criticize it in front of others, and then put him into a corner snub it ......
Jobs bad temper, you know, maybe this is the secret of his success is another bar. Like the "pig Page" Pig Daddy said: "If you want to learn to jump pit, you have to learn to think like a morass want."
To understand the differences and objectives, allowing us to better examine their situation turned in the transfiguration process. But it turned requires constant practice to make themselves really have the ability to morph at any time.
How do we exercise
Second, how one second change white
"Users become" Internet companies are to succeed Avenue to Jane Cheats, simplest and most direct way is to use their products every day. But, there are few teams can truly place day after day.
Since most products are more immersed in how the product according to their own imagination to do it, to impose their will on users who fall into the "I think you need ......" black hole, thereby unconsciously ignore the user to look at this product the true attitude, eventually leading to failure of the product.
1. to understand transform objects
Before transfiguration, first determine their own transfiguration object. Become worse than wrong unchanged. If you want to play a mental patient, you pull a beggar research for a long time, you work hard again does not help.
So we have to do is - to draw portraits of users of our products, find them / and they like people in real life, try to observe their behavior.
Some people say, why should observe their behavior?
Because they can not tell you his habits and ways of thinking, to get the real answer, only by looking at the results, and extend themselves to infer.
On the first day many employees recruited, they would Tencent customer service department to arrange to receive telephone consultation, the purpose is to be learned by the staff of the different contact problems, we are going to face the user base how complex, and this complexity definitely not a product people living in the immediate and surrounding can be encountered.
Tencent customer service often face some very "white" questions, such as:
"What browser is" What is APP? "I'm at that point where," "where change password", "how to pay for it," "I do not bank card how to do", "I do not have wifi", "my traffic only 30M" ......
"White" is not a derogatory term, this is a team of Internet products called Internet users who know little about, or some of the Internet's primary users "nickname."
The so-called "white rule", which is now the Internet industry, especially the wireless Internet industry, if you can not meet the "white" level users can easily use the product demands, capture their hearts, it is difficult to succeed.
In fact, even high-end users, products and services also tend to have a lazy, prefer simple, straightforward ideas to use the product. "Fool" the camera was all the rage, is the truth.
As a result, demand for products from the human will "become a user" into "becoming white."
Zhang Xiaolong once said: "Jobs may become white for one second."
He means that Steve Jobs
can instantly put yourself in the perspective of "white" of up look at a product
, so just let Apple has achieved great success.
Professional, sometimes it became bound product thinking people.
Only those who can quickly become a "white" Internet manager, is good people.
2. Self-emptying
who am I? where am I? What am I doing? These are not important.
The goal focused on the target user's body, he is the kind of person? What is he environment? What is his situation? His memory, okay? He is not some angry? he……
From start to experience the product, you are no longer you, not the product, do not understand the logic, I do not know what design principles, only that:
I was factory work, surrounded by machines roaring rumble ringing, I am of the device for testing. This time it was me! I reluctantly took off his glove, opening the application. Turned out to be the boss sent a voice, I will phone to his ear, which in the end how could not hear what was said. "How can I do?" I have to head explode ......
This time must cover up his inner voice "Look, long press to select a voice-to-text", "right right right, those three points, the points go there volume enhancements."
We can do it this way:
- Only to understand and feel your eyes can see / hear
- Glance, rather than peruse
- Do not think about
- Do not remember
3. From the point of view of the problem turned objects
In psychology there is a technical term called empathy (Empathy), also known as empathy, standing on each other's position refers to a way of thinking problems put ourselves. This is also the interpersonal process, able to understand other people's emotions and thoughts, understanding the position and feelings of others, and a method of perspective and deal with problems of others standing. Empathy is mainly reflected in the emotional self-control, empathy, the ability to listen and express respect for other psychological level associated with emotional intelligence.
Internet products people are doing product, but also need to have an empathy, take the initiative to understand the user's demands, understanding their situation on their point of view to help solve the problem.
Get rid of "do for their own products," the "mind of God", so that users and empathy.
Then through the nuanced psychological control, precision products to achieve just the right design to meet our customers in life, socializing, entertainment during the required functionality, features, services, offers users the heart of Watch product features.
If I were him, I know I need to function is?
If I were him, I know now how to proceed?
If I were him, I still have the desire to share it?
"This time a long time did not respond, the card must be dead."
"Ah! How suddenly coming here? What's the point in front of me was it?"
"What the hell is breaking stuff, input numbers are so difficult."
"I kind of stupid Oh, why do I always learn not XXX"
"How the total can not get out? Forget it."
Tencent "Computer Manager" team have done a meticulous study on "the speed of a video progress bar to the user's feel".
Through research, they found that the progress bar display speed is not the same, the psychological impact caused by different users. General Internet products will be the most simple way is to let the progress bar a true reflection of the progress of the situation. But the "Computer Manager" team would like to get further, they hope to optimize the progress bar display speed, allowing users to not feel particularly anxious waiting.
After a number of experiments and access to information, "Computer Manager" Team found the following figure A program (soon after the first slow, especially in the last gradual acceleration) of the exponential function of the velocity curve, make the user think time flies, the largest minimize anxiety.
By establishing empathy with the user deep connection, from the user's point of view for them to solve minor problems, which makes Tencent's products provide a very good user experience, to win the market.
4. Allow turned into a habit
In fact, with more than three steps, already began to change the white.
However, white is the need to constantly change the culture within an ability to be able to turn. Occasionally becomes a change is difficult for us when needed immediately enter the state.
Then how do we practice it?
The answer is: start from life, often to create a second identity for himself.
When we use each product (real user identity), we listen carefully this time as the user's own experience; the same time, according to our product design, to derive the actual product works; and then let the identity of these two views together harmonious (even repulsion, but also can simultaneously accept); Finally, try quickly to any kind of identity in which to look at this product.
Good practice products: maternal and child class, age class, B-end products, such participation role more abundant products, more multi-role switch test our perception.
Third, walk in front of the user
Ma once said:
"Young people like the stuff on the internet, more and more I do not understand, this is my biggest concern. American Burn After Reading is the fire of Snapchat, 12-18 year-old girls especially like to play, but for my own use up but that means nothing. I may be too long in this industry, become ground gas, do not know now what young people like, and I think this is the most terrible. I wake up every morning is not the biggest worry We know what the future of mainstream Internet users use habits. "
He believes that, regardless of QQ or WeChat no guarantee of a product, a service may be permanent.
He also Facebook an example, like humanity itself is updated, even if the companies do not have anything wrong, but "age" old is the greatest wrong. Such thinking and common sense business idea is not the same, but also revealed the fact that, as Internet products, if you want to keep the often falling into a new state, we must always ensure are like mainstream user groups.
Give the user a better experience, not only need to understand the user, but also need to go beyond the user, the user know better than the user.
1. Do not ever think that they have really understand the user
"Micro-letter" the most attractive feature in the end is a user can send free text messages, pictures, voice or can direct message? "Micro-letters" team, even within the Framework were once looking for answers in these options.
However, at a party, Zhang Xiaolong told several girls "micro-letters" have the above functions, and try to ask them when their phones coat micro letter, a response obtained is not too cold.
Zhang Xiaolong and reconciled, then give them live demonstration of "micro-letters" of many functions, until the introduction "Shake" feature, he told the girls can be seen near the beautiful guy with this function, and can be directly say hello. Then the girls immediately eyes shining, was very curious and can not wait to install micro letter. This result is far beyond the expectations Zhang Xiaolong.
Recall the original "micro-letters" plans to introduce "Shake" feature, also had a lot of people, including some product managers worried that female users because harassed and refused to install. But in the later stages of the grayscale test, by the actual user to communicate with women "micro-letters" team learned that female users are mostly not because of disturbed and disgusted to show, on the contrary they will compare the number of received "hello" in private .
So, if you only stay in the "user knows" stage, the micro-letter team might cancel "Shake" feature. But by deeper "than users," they found that even the user's own aspirations are unclear. For example, the comparisons make sense of female users happy to race through the "Shake" to show their charm value, making the "micro-letters" eventually occupied the market.
Of course, in the micro-channel user privacy has also spared no effort to polish toad skin, eliminate a step by step to female users being harassed concerns.
Visible, even if the "user insight" as the slogan of Tencent, said he would not easily have been very understanding of the users. They believe that "help users save money," the selling point, in fact, does not allow mainstream users to buy it, because these are cost savings for mainstream users care about is worth no more subjective.
Instead, a strong sense of presence, comfortable user experience Watch these deep inside "needs motivation" have been met, will be more durable to look to lock onto the product.
2, with the deepest needs to attract users
"Games Association" is a type of virtual social gaming community organization, which has a strict systems of control and hierarchical division. But the game is not a welfare agency associations, how to attract members and profit by voluntary consumption, is the fundamental purpose of existence Games Association.
By exploring and thinking deepest levels of demand for the hearts of members, the Society which used to mark identity, reflecting the sense of being "vest" has become the focus of attention, the higher the level of "vest" and the right to receive the attention it more.
In order to reflect their own sense of presence, to achieve in the real world it is difficult to meet the "focused" desire, many members of these associations will take the initiative to buy inside the title, and to anchor the well-known team or gifts, in order to expand their visibility, get a better identity, and thus reflect their own sense of superiority. For example, every time he had entered the room, there will be play music and words of welcome, there will be a sports car passing on all members of the screen, very Latin style.
Perhaps, in the eyes of outsiders, these are consumer does not make sense. But in the council, because we are flowers, gifts, brush reputation, this behavior has become a very universal values, correct or controversy does not exist anymore. No one would consider their pay in the end is worthwhile, but only with their own efforts, mark the most valuable direction to go along these values.
To learn through hands-on users, and insight into the psychological needs of the user, the user's heart last Watch, so users than users also understand and meet the deepest inner needs of users at the same time, also had their own great products.