User research (on)
1. macro background: experience economy
Commodity / product and service-level market value has been fully tapped, fierce competition, and to experience a new value lying pool.
2. In view of the background :
People yard dramatic changes , combined with the size of the data, in order to maintain product excellence experience and competitive position.
3. a research core values
Value of UR
⽣ in the whole lifecycle of product development ⾥, according to the specific development needs, ⾏ research zoomed ⼩ Using household population is characterized by the underlying mechanism, give a professional and fall suggestions hole ⻅ can.
4 with embedded scene RESEARCH
Into the user's living or working space can be close to real life usage scenarios users, researchers can observe and record the user's life from several angles: by observing the user's living environment and consumer behavior process, in order to enrich and improve the already through interviews, questionnaires other forms of data such as information obtained; emphasis was placed on the user in the use of environment-related products, such as the space in which, the speed, the device case, if there is the presence of others, whether to do something else at the same time use, may also be affected by ambient What impact, etc., to maximize the user to restore the true usage scenarios.
5 by conventional method RESEARCH
6. with major research output
Using standard household destination time is what people in them, how ⽣ living state, what the scene is the product Use
In this scenario, what is the value of these elements want full Face underexposed, fear point where ⾥?
Reasons for selecting the current scene Using household
Using household goods competing products evaluated perception
Using household habits Using processes and cognitive biases
Using indoor products Use / loss / pay-decision path and influencing factors
Using household current Remedies case and the opportunity to point
Product experience pain points
Using household desired Remedies case how, how priority
Using the Chi Center Weighted share of households, wallet share, time share how they are distributed and why
7. Core Model
8. user research principles
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- 科学的研究框架设计,严谨的逻辑论证链条
- 比用户更无知的空杯心态
- 好奇与尊重
2.1如何搭建用户画像
Persona⽅法论简介
VALUE of PERSONA
通过集合真实⽤户需求与特征的虚拟⻆⾊，帮助PM和设计师理解⽤户需求与使⽤场 景，始终围绕着典型⽤户的核⼼诉求点进⾏设计和开发。
1：产品概念阶段
定义⽤户、场景、需求/痛点、解决⽅案——虚拟⼈物⻆⾊
2：产品设计阶段
从画像⻆⾊中，理解⽤户的需求、场景以及遇到的问题，进⾏流程和⽤户体验设计——空椅⼦
3：产品上线后
结合真实⽤户数据与标签画像（User profile），修改完善原始⽤户画像——定性解释数据表现。
2.2用户画像结构
persona关键信息点
• ⻆⾊类型（事后归纳）
• ⼈⼝属性
• 核⼼诉求
• 关键⾏为
• ⼈物素描 （⽣活场景、产品场景还原）
• 对标竞品
• 品牌&触媒
• 模拟照⽚
• 价值宣⾔
2.3如何搭建用户画像
persona执⾏⽅法
1. 基于⽤户数据/案头研究，制定配额
2. 基于产品需求，定义关键⾏为变量
3. 根据配额招募筛选⽤户
4. 依照关键⾏为变量，执⾏访谈
5. 归纳要⾏为模型与核⼼诉求
6. 检查样本信息，创建⼈物模型
7. （定量验证）
2.4 ⼀瞄：建⽴⼈群假设与关键⾏为框架
2.5 ⼆聊：访谈⽤户获取信息、验证假设
⽤户画像访谈提纲
1.甄别、欢迎语、暖场
2.⽤户基本⽣活
3.⽇常产品相关场景
4.场景下⽤户⾏为习惯与偏好
5.产品接触历程
6.使⽤体验与评价（本品/竞品）
7.未被满⾜需求与痛点
8.意⻅建议
2.6三抽象：将访谈发现抽象为虚拟⼈物⻆⾊
2.7什么样的体验痛点最有价值？
2.8痛点定位常⽤⽅法
快⼿找痛点：认知⾛查
VALUE of Cognitive Walkthrough
产品团队以⽤户的视⻆完成具体任务，记录是否可以完成这些任务，以及任务过程中存
在的问题。
⽅法优点：
• 随时随地DIY，不⽤找⽤研排期
• 主要产品流程与交互覆盖全⾯
• 问题具体好复现、易落地
⽅法缺点：
• 先验知识，与真实⽤户认知有差距
• 考察对⽤研⼯作原则的理解（？？？）
2.9准备阶段：
• 确定可能的⽤户群体 （⼩⽩or 专家）
• 定义任务，最好是产品中关键任务
• 确定任务完成的步骤
• 如何定义界⾯ （⾼保真还是低保真）
3.0执⾏阶段：
• 洗脑：我是⼀个真实⼈类
• 定位⻚⾯，描述任务，理解步骤
• 依照⾃然习惯，完成任务
• 记录过程、问题、习惯性操作，任务中尽量不中断
• 事后逐⼀复盘
• 查看认知障碍点的竞品解决⽅案
3.1认知⾛查实操案例
• 调研背景：企业采购业务需针对当前线上采购流程进⾏优化，提升⼤客户体验
• 研究⽅法：根据已有VOC反馈，采购过程不顺畅，需⽤研⼈员帮助定位痛点
• 流程划分：划分企业采购主流程，含需求产⽣、选品、⽀付认款、发票开具、 配送收货、售后管理等6项主要环节
• ⾛查设计：为每个环节设置关键任务，要求串联该任务主要触点和⻚⾯，设置任务成功节点
• 实施⾛查：逐个⾛查设置的关键任务，对有问题点反复测试，并观察竞品