Pre-requisites: In the user psychological analysis there is a professional term: called "uniform suspension of attention", meaning that you need to be like a bystander in the observer interviewed and what happens to the object of observation, "uniform suspension of attention" as well. Attention", meaning that you need to be like a bystander in the observer interviewed and observe what happens to the object, "uniform suspension of attention" is also applicable to our products. Because the analysis can not be influenced by the subjective will of individuals, the need to form a more objective, factual analysis, as of today I have not placed an order, and do not participate in a variety of trolling session.
Purpose of the analysis: Through multi-dimensional analysis, to find out the project in the operation, program, process deficiencies, and put forward feasible recommendations.
I. User behavior and analysis
First of all, we introduce a sentence - "the significance of a product for the user exists in his reaction to the product", you can also understand - different users will have different reactions to the same product, the product manager must shorten or improve the user's perception of the product process through a variety of design techniques.
It's a good thing that I've been working on this for a while now.
I work in Nanshan, so I can observe the behavior of my colleagues in Nanshan, which includes factors such as language, expression, body language, and emotion, etc. For my colleague in Futian, I can only analyze the appearance through his/her trolling in the group.
Scene 1: A colleague complained that he ordered a meal and paid $1 on the app, but he didn't get the meal he wanted, so another colleague, B, explained to A that he might have ordered the meal during a test period, so the data was ignored. A colleague couldn't understand why he couldn't get what he wanted when he had paid for it.
Analysis:
Although A is my colleague, he is also a user first, as a user, A colleague's complaints are based on very good reasons.
B colleague is also my colleague, this time he played the role of the development, in the B point of view you in the test time period meal I also have a good reason not to calculate the actual distribution share.
This scenario begs the question: create expectations & control expectations?
1. For the "manufacturing expectations / control expectations" of this issue to restore the scene: A user opened the small program, the small program page shows the mainstream ordering page, at this time, in the A user's psyche has been generated in the perception that I can choose the meal, when the A user clicked on the order, the small program to create a "confirmation of the order" of the expectations, and this expectation through the interaction of the small program by the user's perception and feedback to the brain. Perception and feedback to the brain, and finally the A user paid the 1 yuan, to complete an order of sales closed loop, at this moment, we give to the A user's expectations --- tomorrow at noon I can eat through the small program to order the meal "snow vegetables small yellowtail set".
2. User A's expectation is built up step by step in the process of product awareness, and the user will keep doing the same thing in the scene of product awareness - an operation that is infinitely close to his desired result.
Conclusion: Through analysis, we can know that in scenario one we have done the first step, through the small program to create a user can eat the expectations of the meal, but created expectations have to be fulfilled, how to control this expectation so that it can be realized, need to solve the problem is that our online and offline operational capacity, whether the communication is smooth, if the middle of the missing link, then this situation may still occur.
With this conclusion, I make a suggestion: especially in the current situation where the program is not perfect, communication becomes necessary to break down the communication barriers in order to make the whole program run smoother. In fact, as an onlooker, I say that the fundamental problem in Scenario 1 is a communication problem, which can be completely avoided if Colleague A knows in advance that the data ordered during the test time period is invalid. Similarly, we can not ask our users to adapt to the problems we bring out, if A colleague of this situation occurs in the official on-line situation, this small program will be disappeared from this in the list of A user's small program, so at the level of the project operation, should enhance the communication between the various departments, only smooth internal communication, in order to be able to more easily cut in us, to achieve the "control expectations".
Scene 2: Some colleagues complained that the cut-off time for ordering is unreasonable, here I first do not give the conclusion of whether the cut-off time is appropriate or not, or that, objective analysis, molding of the product should not be the product of the product manager's personal obsession, but rather, follow the laws of the market to design a product is a good product, or else the product lifecycle will be ended early.
First of all, let's take a look at a survey done by a certain colleague A.
A colleague: "Do you think ordering ahead of time is acceptable to you?"
Roadrunner A: "Yes"
Well, up to here I think similar to this guided questionnaire has no need to look down, because this questionnaire is based on guided scenarios to ask questions, unless the scenario is the user's own proposed, otherwise based on a guided scenarios to make the research behind the feedback and data is meaningless.
The feedback and data is meaningless.
The order itself is a random event (when in which platform point which store which meal), since it is a random event, then the research at the beginning of the research can not be used to directly cut into the interview/questionnaire/questionnaire to do the research, if it is assumed that the other side will be ahead of time to go to do the research on the premise of the order or can only be two choices, then the conclusion of your research should be and your business argument presents a stunning consistency or probability of consistency. The only way to do that is to make sure that you have a good idea of what you're doing.
The best way to do this kind of random event research is to observe/data collection/data analysis, without asking questions, because the user's actions don't lie, and you just need to observe or draw conclusions from the data, and once you ask questions in a guided way, it will affect the respondent's own willingness to be interviewed/even lead to bias.
In the past, before the takeaway program, I came to Nanshan this side of the meal ordering data (random sampling, 6 colleagues including myself, each colleague to take a random 6 samples in December, because at that time we did not know that we want to do the takeaway program after the year, so the sampling circumvented the problem of guided):
Meal ordering time samples:
No. 1 research subjects 11:03 11:15 11:13 11:10 11:06 11:08
Research object No. 2: 11:00? 10:58 10:55 11:02 11:03 10:58
Research object No. 3: 11:11? 11:15? 11:08 11:11 11:12? 11:07
Subject 4: 11:22? 11:40? 09:30 11:08 11:24 11:05
Subject 5: 11:30? 11:35? 11:10 11:16 11:10? 11:10
Subject 6: 11:10? 10:55? 11:12? 11:08? 10:55? 11:20
Subject 2: 11:11? 11:15? 11:08? 10:55? 11:20
From the sampling data, the earliest time for users to order food is 09:30, and the latest time is 11:40, excluding the inflection point of 3 variances outside the range of the discrete points (09:30), and concluded that the peak period of ordering food and the pre-doing takeaway boy joint interviews (refer to 2020-03-05 release of the "pick-up cabinet research and analysis of the" case II, Article 13, the following figure) of the The conclusion is strikingly similar, and then the takeaway boy research 12:30 time forward 40 minutes (delivery time), concluded that the peak period of ordering is 11:00-11:40, this time period is also in line with the conclusions of the results of our above 6 sample survey.
Up to this point, we can see that the user's habitual ordering time is at 11:00-11:40, which does not match the ordering cutoff time we set.
Then see if we can achieve the effect of changing user habits through our product design control, continue to analyze the following.
First of all, we need to know where/when user habits come from. Here is the answer directly
?1. User habits, formed in the initial requirements solution
?2. User habits, revealed in the new requirements solution
?3. User habits, changed in the new requirements solution
? Then look back and see if this project of ours meets the above three, there is no hurry, one by one to analyze.
? In the initial demand, the takeaway platform was used to solve the "lazy" in the "lazy-greedy-fitting" in the user dimension (refer to my "live broadcast/video industry analysis" article)
? Since then, the launch of the takeaway platform has solved the core problem --- how to deliver long-distance meals directly to the hands of users , after which the core needs of the takeaway platform have not changed, then there is no way to meet the above No. 2 and No. 3. Then look back, the core demand has been occupied by Meituan, hungry and other platforms, then the user habits have been cultivated by the two giants, if this time we need to cultivate new user habits through our product design there will be two results:
1. Users are restricted by layers of rules, presenting a funnel-shaped filtration, the user is screened for conversion in each layer of the funnel (you can refer to the conversion model of e-commerce). The user is filtered in each layer of the funnel (you can refer to the conversion model of the e-commerce), and the proportion of users who finally reach the closed loop of payment is very small, and the rules referred to here include all the mainstream platforms that are not consistent with the current business.
2. Assuming that user habits have been cultivated, but the probability of repurchase is not high. Quoting data from Meituan, a user orders the same restaurant 3 times/month, which means that roughly once a week they will eat a meal from this restaurant.
Then here is an example of a scenario: User A usually uses Meituan/Hungry Mou to order food, and the customary ordering time has been kept at 11:00-11:40, and then suddenly one day, the user wants to eat our Pond Food takeaway, and then clicks in to find that it has already exceeded the ordering time, and can't order the meal of the day (because our ordering cut-off time is not in the same day, 11:00-11:40, but in the same day, 11:00-11:40). (because our order deadline is not within 11:00-11:40), at this time the user has only two choices, first, click the upper right corner to close the small program, and second, when this situation occurs, our small program itself for this situation is to prompt the user to browse the weekly other meals, so the user clicked to enter the "weekly meals" page to browse, and then the operation could not be determined and could not browse, and then the operation could not be determined and could not browse. The user then clicked to enter the "weekly meal" page to browse, and then the subsequent operation could not be determined and could not be controlled. Obviously, the above two operations are very bad for our small program ( user loss ), because we can not control the user in this case will produce which kind of emotion, will be on the small program to do which operation, that in turn will go to the payment step of the number of users even more can not be clear, if we have enough time to do the buried point, you can boldly guess that this data will be very poor.
? Then return to our "takeout small program" scene, we solve the user what needs? The core demand is still unchanged, long-distance meals to the hands of users, then our meals are fixed point to collect, then our target users are limited to a short distance range in the pickup point, if a meal requires a user to go a long distance to pick up, then this and the initial demand for conflict, so the product will automatically exclude a part of the user
? Summarizing the above analysis, the following conclusions were drawn:
1. Assuming that the user is too far away from the point of pickup, then there is no solution to the core need, and the users who are far away from the point of pickup will be filtered out directly.
2. There is no new core demand in the market, cultivating user habits will lead to users being filtered
3. The existing rules of the small program is likely to affect the re-purchase rate of our users
Here, for the analysis of scenario two is also complete, the conclusion reached is also relatively brutal, although this is just our own company's internal testing stage, but in this product manager's There is a saying in the position of product manager, "If the product can't even move itself, how can it move the market? In other words, only when we use our own feel very comfortable with the use of the time, it is possible to get the recognition of the market.
? For scene two of the above conclusions, put forward some personal recommendations:
?1. Based on our pick-up point near the focus of the promotion, such as Nanshan can promote the Saixi surrounding a few office buildings, the distance is difficult to drive the user.
?2. Our ordering cut-off time can be set at about 11:00, based on data analysis concluded that the probability of users ordering early or before 11:00 pm is very low, because this itself is a random event, in the eyes of the user, when do I order - point which meal - point which meal requires three steps, we can not assume that users will all point pond food based on making assumptions.
?3. Optimize some of the process of ordering, optimize the business process, such as shortening the path of the user-perceivable products (such as how can I get the meal I like on which day will appear), will repurchase the user is generally our loyal users, so we should pay more attention to the use of this part of the user.
Two, the meal itself
Core competitiveness is the product, in our project, refers to our meals, the following list of two actual scenarios on the meal to analyze
Scene one: I have been observing whether some of my colleagues will not point to the meal of the small program, want to verify that some of my colleagues with what ****, the result is that I found that there are three Colleagues are not point (of course, after Li Zhuo issued a notice must point, I can think of this as an external environmental factors and the impact on the product data results, but it does not matter, I still have the first three days of data can be done to analyze).
A coworker, see the meal from the downstairs was led up, will be curious to go up to look at the appearance of the food, did not express any dissatisfaction or disgust, but did not order
B coworkers, asked by other colleagues why not order, directly came to the sentence "This does not look spicy"
C Colleagues, I still prefer heavy flavors, this I can not eat
Conclusion: The above are three different colleagues, they have the **** sex is not interested in the meal itself, we are pushing the Jiangsu and Zhejiang cuisine, then there must be a part of the user is not the target group, this part of the user in the small program to browse the meal has been filtered out, naturally, will not produce orders, so for the Our meals, do we need to make adjustments, if not to make adjustments to how we should be in the operation of how to quickly locate our target users? Continue to analyze
Recommendation: ?
If we need to make adjustments? Then we may have only one possibility, that is, through market research, to understand the mainstream cuisine of users in our target area, corresponding to make adjustments.
If we don't adjust? Then we need to make our own products are labeled, so that users are more likely to perceive our main dishes, then will have the same attributes of the user group in the fission, and product labeling is an essential element of product operation, obviously in the small program, the user can not quickly browse through our home page to get this level of information, if we can be in the product to the user to hit a certain mark If we can brand a certain user in the product, firstly, it helps the user to quickly identify what kind of cuisine we actually do, and secondly, we can focus more energy on the feedback of this part of our users, without spending time, cost and energy to take care of our non-target users.
Scene 2: Then we look at those who ordered the meal colleagues of the real reflection, this reflection includes language, expression, body language, I think these are the most real embodiment of the opinions expressed in the group is not necessarily the real will of the users themselves, so the colleagues in Nanshan, I only consider these guest factors
A colleague, (pig's feet with rice), the taste is good, it is the portion of the smaller (still smiling in the evaluation)
B coworkers, this rice portion is too small, not enough to eat (with a complaining tone)
C coworkers, this price is okay if there is a discount, but outside, it is not this amount of money
D coworkers, this fish is also too small (face slightly dissatisfied)
These coworkers are very full of the role of the substitution of the role of the company meal and did not cover up the dissatisfaction because of the The company's meals are not a source of dissatisfaction, very good, I need this kind of objective feedback
Conclusion: For a small sampling of research, if the feedback has a lot of the same attribute of the problem, then the problem will be infinitely enlarged if it is put into the market, pointing to the existence of a problem in the meals: the amount of small
Suggestions: How much is the amount of each person's judgment standards are not the same, in the end, whether it is too much or too little, need to be quantified, if it is not possible to use some of the early high quality of the meal, it is necessary to use some of the best products. Quantification, if you can not use some high-cost quantitative tools, you can use some fixed containers as a reference standard for quantitative production, and then collect feedback, continue to optimize, and then collect feedback, to achieve a more ideal and most users can accept a quantity, and then through this amount of inverse cost, and then modify the pricing of the product, I hope that pricing should be calculated, do not rely on the feeling, so that the future in case of pricing problems, but also easy to use. I hope that the pricing should be calculated and not based on feelings, so that in case of pricing problems in the future, it will be easy to track down which part of the evaluation has gone wrong. Meals are our core competitiveness, the value needs to be judged by the user, we first give to the quality of the meal, and then think of something else (around there have been more such cases, even if it is a cyber cafe downstairs to sell fried noodles, the core competitiveness of this fried noodles to meet the tastes of the majority of users)
Third, the scene process
For the user, the approximate scenarios are as follows:
For the first, they do not do the analysis, they analyze their own design there are subjective factors, the authorities are very confused, can only answer the questions posed, why this design and so on, as for good or bad does not analyze.
For the second, the Ministry of Marketing in the planning to follow up, in which I also got from the Ministry of Marketing, such as easy pull-ups, product design of some of this information, but how to promote the process has not been specifically informed of the following I give some examples of the more successful cases on the market to push back on some of the problems we have
Case 1:
The following is a rice cooker (a rice cooker), a rice cooker, a rice cooker, a rice cooker, a rice cooker, a rice cooker, a rice cooker, a rice cooker, a rice cooker. is a rice cooker (top view)
This picture needs to express three things, first, I can control the temperature, second, I can control the time, and third, if you want to lift up, I also have a handle, as for how to adjust the temperature, time, and how to lift the handle do not need me to do too much explanation.
Analysis: Rhetorical question, how do you perceive these elements from the picture, why do you adjust the temperature, it will be natural to go clockwise to twist, in fact, this is the user's mental model of the perception caused by, here do not look into it, in short, with a sentence, it is the simplest design expression of the user can be perceived, all the excess is not the core of the elements will only make the user perception at the cognitive level of perception! Difficulties, such as I previously mentioned that it is best not to use the pop-up form of background, visual information, disguised as no focus, the user will subconsciously produce a kind of this background does not have a central idea to express, the human heart are so, the more complex things the more resistance to see.
Conclusion: now in the new stage, without exposing too many elements to the user, the first to make their own products on a "hardcore, the most concise" label (including visual, solgan, company logo, etc.), easy to form a brand memory, to give a few simple examples, a sentence rubbed in the user's, the Mercedes - "Mercedes", "the most important thing in the world". Mercedes - "The best or nothing", Ctrip - "Ctrip in hand, want to go on the go", Cinnamon - "to give you a five-star home", the product needs to be updated iteratively, we only need a highlight, so that the user to remember in the heart is good.
Fourth, personal advice
We will think of a lot of fun things every day, every day may find that there are vacancies and opportunities in the market, in business, we have a good idea, we need to find a way to land, the landing needs to be more observation of the market, analyze the market, speculate on the market, standing in the product post - I need to stand in a more objective dimension to analyze the project for you. Time is precious, to avoid less detours, the preliminary research and analysis is essential, only to analyze thoroughly, in order to make products that comply with the market.