(1) experience environment

For app, it is nothing more than the model and system used to experience the product, and then the app version, experience time, experience and other information.

(2) a summary or brief description of the product

This is a simple sentence that summarizes 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, such as what you think of the logo of this app, what ideas or information this logo can convey, or you can post it on the official slogan by the way, and then talk about your views on this slogan, so as to have a macro judgment on the product.

(3) product positioning

Product positioning is: what kind of services or functions are provided to whom, and what needs of these target users are solved.

Explaining this clearly naturally leads to the next thing to do: user demand analysis. In other words, since the product is positioned in this way, we need to know who this "who" is and how we can solve the "demand" of this "who".

(4) user demand analysis

Who is the user?-"Who"

Find out who the target users of the product are.

B. User characteristics-"Who"

Target user characteristics, role analysis, user portrait, etc.

C. Needs of target users-"What needs"

It will be a good opportunity to clarify what needs these users have now, and then the current industry has a good development prospect, a broad market and a large demand. At present, the products or services on the market can not meet this demand well, or even can not meet this demand at all, so users need a better product to meet their own needs. At this time, they need better solutions and better products, which naturally leads to the solution or solution of this app.

D solution-"what method"

Since the current market environment can not better meet these needs of users, what kind of solution does this product provide to better meet this demand?

Here, we mainly talk about it from two aspects: one is the core function point, that is, what kind of unique innovation or advantage is there in the core function to bring better service to users; Another aspect of the effect experience, whether visual or interactive, what are the better experiences?

Note: The solution here does not need to be specifically explained in combination with the product interface, just simply list the solutions (functions or services) that this app can provide.

E user usage scenarios

Since we provide such a set of solutions, we need to analyze under what circumstances users will generally use our products, what are the user usage scenarios of this product, and what are the different situations.

(6) Market status and analysis.

With regard to the analysis of the market situation, you have obtained a lot of data in preparation. The data found in app annie and other places can be used to analyze the current market situation and give some personal opinions, mainly including the following two main aspects:

Industry analysis-

What is the current situation of the market, the current situation of the industry, the scale of this market, the needs of users and the development space, will it become a new outlet in the future? That is to say, according to the data, talk about some personal views on the future of this market and give reasons. (For example, the current development prospect of this industry is relatively good, the market is broad, the demand is large, and then there are fewer homogenized products, which is a good opportunity for expansion)

B. Market data (product data)

What is the market share of this application compared with the main competitors? Then draw some conclusions and your suggestions according to the comparison.

(2) product analysis

(1) product structure diagram

According to your understanding of the product, draw the product structure of the app. Through the structure diagram, we can get the level of each function of app, the depth of core functions, and how the functions are classified and planned.

Then according to this conclusion, you can further analyze which functions are reasonable, which are unreasonable, which are too deep for users to know and which are not important. Here, you can put forward some opinions and suggestions on these issues.

(2) User flow chart

You are a user. After you are familiar with all the functions, draw the user's flow chart. Through the flow chart, we can see what users need to experience and what functions they need to use in the process of realizing requirements.

There is no need to continue to expand here, because when analyzing the functional experience in the next step, we need to experience the functions of the app step by step according to the route of users using the flowchart.

note:

A. If an app only focuses on solving a demand, then there is basically only one route for users to use the flowchart, so they can analyze it according to this route;

B. However, if this app is complicated, has many functions and can solve many demands, then users may have many routes to use the flowchart. At this time, you can't analyze all the routes. You only need to select a few users with core requirements and use the flow chart for analysis.

For example, Taobao app has many functions and can focus on the analysis of the shopping process, but it may not be involved in auction, Taobao headlines and bargain hunting for the time being. After all, this app contains too many functions to be fully analyzed in a short time. People need to rely on many teams to run this app, so you can't get them all involved, so it's also true that you can intercept the route of one or a few users using the process for analysis.

(3) Functional experience analysis-this should be regarded as the most important place in the experience report.

Here you need to follow the steps in the previous user flow chart page by page to see what problems exist in the process!

In this process, you will clearly understand what users need to experience and what 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 requirement or task necessary for users? Is it too long to finish this task? Is the entrance to the core function point too deep? Here, you only need to explain the advantages and disadvantages of the function or experience clearly from the macro level, and give suggestions on the shortcomings, and talk about what you think should be done.

2. Specific level: This is a page-by-page analysis of a single page. For example, functional issues, the existence of a page is redundant or chicken ribs? Is this function appropriate on this page? Or experience problems, in fact, you have recorded them when you are preparing. For example, is a button instructive enough? Are buttons misleading? Will there be visual interference? 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, the advantages and disadvantages of functions and experiences need to be mentioned, and suggestions on shortcomings and how to do better should also be given.

note:

When doing product functional experience analysis, there are also many people who do it according to the five elements of user experience:

A strategic level-this level analyzes the user goals and product goals of products, and needs to analyze users. This is similar to the user demand analysis mentioned above, including user portrait, user demand, product positioning, product characteristics and so on.

B 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 them.

C structure layer-here we need to draw a product structure diagram or architecture diagram, 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.

D framework layer-this is mainly to analyze the interface design, navigation design and information design of the product, and get the advantages and disadvantages.

E presentation layer-this is to analyze the advantages and disadvantages of product UI, that is, color matching, overall style, page layout and so on.

However, I think it will be more appropriate to experience the product function according to the user's process route, which is more in line with the logical thinking of an ordinary user when using the product (maybe the thinking of the product manager will be different from that of the ordinary user, but we should consider the thinking of the ordinary user). For a more complicated app, if it is analyzed from the five-factor level, the content of the analysis will be many and complicated, and it will easily become superficial; However, if we analyze the process routes used by users and extract several core routes for analysis, it will be more targeted and in-depth, which will be more beneficial to products.

Of course, if you want to analyze from the five elements of user experience, then you can also determine which one or several main functions you want to analyze in advance, and then analyze these functions according to the five elements, which is also possible. Try to avoid being big and complete anyway.

Again, it is difficult to be accurate if it is big and complete, and superficial analysis is meaningless.

(3) Analysis of competitive products

After in-depth analysis of the app itself, it is necessary to use competing products for horizontal analysis.

For the analysis of competing products, we can still do it from two angles:

1. Macro level: Who are the main competitors of this app? What is the current market structure (this was actually mentioned in the previous market analysis)? In what ways or solutions did competitors meet users' needs or solve similar problems? What are the advantages and disadvantages of competitors? What is the reference for us?

2. Specific level: What are the excellent functions of competitors? What is the functional difference between us and our competitors? What are the differences and lessons in UI or interaction? Comparing these, what do we need to improve?

Note: The analysis of competitors here need not be too detailed. Generally speaking, the advantages and disadvantages of competitors in the strategic level, functional level and experience level are listed first, and then the reference value of our products is attached, that is, how to learn from the advantages and disadvantages of competitors.

(4) Users' opinions

Search users' evaluation information on products from app store, Zhihu and other related channels, and select some representative ones to list. The purpose is to demonstrate some statements of your product's functional experience with the help of other users' comments, without analysis, but you can attach some summaries of these users' opinions, such as whether a function is good or not, what problems do you think the product has or where it is comfortable, and so on.

(5) If I were PM.

At this point, if we position ourselves in the PM perspective of this product, then we need to analyze this product from a strategic perspective.

This analysis can be regarded as a summary suggestion for the product. We need to think about product problems from a higher level and make suggestions, such as having an updated thinking about the direction of the product, having a deeper understanding or insight into the business model or profit model of the product, and whether there are any new strategies to be developed in the future.

At the same time, you can also sum up your feelings about the use of this app and competitors' products, talk about your understanding of the user group market, and whether there is any need to dig deeper.

Note: If you don't have a good grasp of products and industries, then it's best not to involve too strategic content here, because if you are not careful, it may become teaching others how to teach others.

(6) Operation

Operations can be omitted from the product experience report. On the one hand, this is a product experience report; On the other hand, as an outsider, you are not familiar with product operation planning, it is difficult to grasp this operation idea, and you need rich experience.

However, it is still possible to make some suggestions.

abstract

Here, even if the writing framework of the product experience report is planned, what needs to be done later is to focus on the specific content and then fill in the content in the report.

Of course, this framework is only a general framework. For the product experience report, you also need to consider the object of the report. Different goals will lead to different ways of writing and thinking, and the focus will be different.

But I think the general idea is similar. According to different objects, what you have to do is to modify and adjust on the basis of this general idea.