Be on user scene in, avoid to enter user demand pit by accident

Article author will be everybody to tell about: The pitfall that spots user demand is potential reason, how to identify the pit of user demand, and how to avoid to enter these pit by accident.

The strategic layer in the product besides should reach ourselves product goal besides, a very important thing determines user demand namely. Because the purpose of product implementation is to let an user use, how to understand user requirement so?

I object doing everything to come up to teach a method, the method resembles the way in knight-errant novel, if do not have powerful heart law, again fierce way is leg of beautiful fist embroider, so what is the heart law of user demand?

-- the answer is the heart that be the same as manage!

These 3 words are so common, but it is the weapon with outstanding product the most powerful thinking, act on the principle that respects general knowledge, emphasize again here.

With manage heart, those who point to is: Can the place of other of be considerate experience, have to the mood feeling of other experience force and comprehension. Exchange a word for namely can be considerate, compare the heart the heart. But the heart is the same as manage here, basically be to show the sense of reality that carries understanding target group suffers, find the method of user demand from which.

Some people may say: Of be considerate for other consider, this too simple, my disposition is such.

So congratulation you, you have product thinking inherently.

After the method that knew user survey, we still need to understand the hole that user survey may encounter.

No matter we use ration or qualitative analysis method, we should ensure information feedback is to come from the first-hand data at product user fractionize, prevent information as far as possible too little. If not be first-hand data, so probable decision-making to ours cause misdirect.

An elder asked me a question previously, which 3 states does period of the Three Kingdoms of the our country on the history have? What I reply is " Wu Sanguo of Sichuan of the Kingdom of Wei " .

As a result he is told with me, be in " annals of the Three Kingdoms " inside it is Wei Shu Wu Sanguo is right, but " annals of the Three Kingdoms " the first-hand data that still is not the history, true condition of Liu Bangzhen of the account in historical literature is with " Chinese " for dynasty title.

Win out in the the Three Kingdoms as a result of Cao Wei, " annals of the Three Kingdoms " author Chen Shou is at that time among Cao Wei be an official, can be naturally with Cao Wei only lineal, if admit Liu,have " Chinese " . So is lineal, draw up finally so will use have district colorific " Sichuan " undertake record and narrate.

After listening, my suddenly be enlightened, from the point of the angle that values time of all previous historical fact, my answer made did not read first-hand material namely, thereby promiscuous factual mistake.

Inherent to the user experience impression can be formed after the knowledge that had his to the user when us, the advantage of experience is to conduce to us undertaking quickly decision-making, but also want limit of beware of experience, why to have experience limit?

Changing all the time actually because of environment and user, we cannot adherence empiricism, in the process that studies in the user however, want the discovers an user change of acumen, and the capital that cannot have experience.

A word is called, "Empiricism kills a the dead " , in the empiricism in products plan the most immediate result is a product cannot with when all is entered.

In the design psychology has a case: The automobile factory business of inchoate Germany, special repulsion gives the outfit in the car cup wearing. Their inherent experience thinks, the car is to use those who drive, not be a place that takes to drink a stuff.

Germany is the birthplace of the car, german experience brought a success to them without doubt, but the development as automobile industry, people has lived from what enjoyed driving fun change to become a shift platform. So, car besides should very good drill accuses a feeling besides, still need to satisfy an user comfortable with convenient demand.

Because do not have cup wearing, german car glides in the sales volume in American market, after German course is investigated, just realize the seriousness of the problem, this ability begins car mount cup wearing.

Say so, a few after the event look the demand of clearly, because automobile factory business of Germany does not understand at that time,not be, however the existence because of empiricism, the demand that let them ignore an user changes.

Product manager should observe conciously, the metabolic trend of the actual demand of people, ability won't be immersed in the trap of empiricism.

Chairman Mao has said: " without survey with respect to right to speak " , everything still be a party at the same time works actually " go from inside masses comes in masses " .

The user research of product manager is normally a few qualitative the character with ration and number, inflexible character lacks a kind to intuitionistic picture feels and take the place of to feel. Such user demand research is abounded very hard rise, probable it is an user the extract of actual demand just.

Product thinking serves as a kind of scientific methodology, the survey means in dot and this wool chairman very resembled.

Go in masses even if should arrive deep applied setting of the client, experience the experience of the user personally from inside be operated on the spot, use different perspective to discover an user " pain spot " .

For instance: The circumstances interview in user survey method, more thorough go in masses, namely in order to lie in the participates in an user application setting with the complete identity of the bottom; For instance: Manager of a lot of products likes to become customer service, understand an user directly appeal to beg.

Return some product managers to fall to know a boundary retail how to do, go to a supermarket directly when salesman, record line leaves the square respect area of retail setting. Such experience, allowing an user is each number and character no longer, however a paragraph paragraph of fresh picture.

Go still can using simulation in masses true setting, take the outer world into the office. Imitate is true setting is opposite at thorough client setting, cost is higher, apply to the product that does not have mature setting currently to perhaps apply to the product with very strong security.

For instance: Fervent recently automatic road-sense, in phase of research and development need undertakes imitate situation of real liaison man undertakes the road is measured, the road is measured include line of road fraise, driveway, traffic shedding and dynamic scene to wait.

The purpose that the road measures is to examine the car falls in environmental influence, different setting (way of freeway, country, town road) with drive the task, drive mode, drive to whether can be coordinated speed unified, achieve safety to drive standard.

In the products plan in this process person can according to true scene, undertake optimizing to the product, design thereby more the product that accords with actual circumstances.

Above is listed the pitfall that spots user demand is potential reason and the trap that go avoiding user demand thereby in user scene.

Besides the methodology of above, we know even: To the understanding with ceaseless user, beautiful time is accumulated on user body, the sense that develops an user is more important.

To novice product manager, if you feel the feeling of the user is bad, do not want job of anxious line feed, very self-condemned perhaps and compunctious, should stay with the user long, this kind of feeling can have naturally, the patience that this needs us and hold to.

Topic figure comes from Unsplash, be based on CC0 agreement.