Make sale, a statement that cannot ignore absolutely is " user pain spot " . The enterprise meets when product of design, promotion ask oneself: Transmission hits user pain spot, does the product solve user pain spot? But those who want an attention is, you find user pain spot whether correctly. The article helped you sum up 3 makes easily mistakes when solving user pain spot, hope to be able to be inspired somewhat to you.
Find the pain spot of the user correctly, it is the culminating pursuit of the company forever.
Client pain spot
Come from literal meaning say, pain spot is " the point that yields an user to feel painful " , namely " the reason that block up user reachs its goal " . Solved this kind of anguish, can acquire dutiful user.
It is a few mistakes that we are solving user anguish to make constantly below:
1, research a product first, pain spot is sought after
If say the pain spot of the user is " problem " , so outstanding product is " the answer " .
However we are being taken via regular meeting " the answer " go searching " problem " .
Do not believe? We ponder over this example:
If say we are developing to compress software, so what is the problem that should it solve?
"Solved certain user to need to have compression problem to the file. "Solved certain user to need to have compression problem to the file..
Right, but the user has had WinRAR now, why can you compress software with ours?
"WinRAR solution reduces rate too slow, wasted the time with many user. Our target develops a solution to compress the software with taller efficiency namely, save the time cost of the user. Rate is rapidder than WinRAR 20% ! Rate is rapidder than WinRAR 20% !!
Do you think so? The feeling still has bit of reason!
A lot of companies and your idea is similar. Controlled 2011, 360, baidu, 2345 roll out in succession compress software. They want to solve WinRAR solution to had pressed slow issue, used all sorts of " black science and technology " , dedicated reduce rate at promoting the solution of software.
Went 8 years now however, where is result?
Much money compresses software contrast to pursue
"Solution is compressed wasted the time with many user " , sounding is a clear pain spot. That why " solution compresses faster compression software " , can you solve this pain spot?
Because this is not the pain spot of an user, this just is the excuse that the company looks for forcibly to oneself. Before these companies are seeking user pain spot, had given out the solution that oneself want: Development compresses software, position is occupied in the market.
So what is the pain spot with real user? We need to think step by step:
Why does the user need to compress software?
"Because they need,compress a few files. "Because they need,compress a few files..
So, why do they need to have the file compression?
"Because their hard disk is insufficient big, the net when perhaps sending a document fast too slow, so they need to compress the file. So they need to compress the file..
Accordingly, the pain spot with real user is " cannot store conveniently or send a document " . So, the answer that the user needs is " older hard disk " and " faster net fast " .
"What the user feels painful is a file too big, so, if the file compresses efficiency to be able to rise 50% , can you solve the pain spot of the user? Can you solve the pain spot of the user??
Right, can solve the pain spot of the user truly really so. But the reason that goes up as a result of certain science (information theory) , promotion reduces the difficulty of efficiency, ambitious give an user at be being offerred directly " older hard disk " difficulty. So, make new compression software, insoluble any pain spot.
A lot of companies are in before finding user pain spot, had decided oneself need to make what product. They want to find the bogus pain spot of the user for the product forcibly, complain finally " the product that why likes us without the person " .
This kind of circumstance, go to a hospital checking as the patient:
Patient: I feel not quite comfortable.
Doctor: Do not have a thing, I opened medicine to you, it is good to go back to take medicine on time.
Patient: I had not said my where is uncomfortable!
Doctor: Catch a cold easily these days, you are a cold for certain.
Patient: You are to want to promote patulin!
Before developing a product, the company needs to ponder over the real pain spot of the user seriously, and cannot assume a certain product is right answer directly.
2, aggrandizement the anguish of the user
Although found the pain spot of the user, if develop a product blindly, meet instead erroneously the anguish of aggrandizement user.
There is in Korea famous " suicidal big bridge " -- hemp Pu Daqiao, arrived 2007 this is 5 years short 2012 in time, share choose of 100 much person selected to jump down from Ma Pu big bridge, terminative oneself life.
Korea government to prevent more commit suicide person appear, the decision transforms hemp riverside big bridge " the bridge of life " . They stick on big bridge full the catchphrase of sundry encourage annals:
Are you the closest live well?
Be tired?
What is troubled?
Go seeing the person that you love now.
Not only such, sundry good picture still affixed on big bridge: Sweet family; Inviting cate; Good view. Have the aid of of Korea government hope these are active up catchphrase and picture, the person that arouse commit suicide is born to be reluctant to leave alive to happiness.
So, "The bridge of life " transform the effect how?
Korea hemp Pu Daqiao
The 2nd year after transform, the suicidal number of hemp riverside big bridge does not fall to rise instead, reach 93 people, it is 6 times before one year.
Why to hope to reduce the solution that the suicide leads originally, let suicidal number increase however instead?
If we commit suicide person regard an user as look upon, to this kind of user, their thorniest issue, it is all sorts of pressure because of the outside, caused them to lose confidence to the life.
Take an examination of an university the 3rd times to fail, had abandoned hoping to him in the home.
Actuating pressure is too great, the boss presses a root not to see him when the person.
The wife is invective to him evil language, he is inferior to satirize other man.
This kind of pain spot is very apparent, so Korea government captured it very quickly. However, the product that they roll out -- these see the motto that seems warm popular feeling and picture, it is aggrandizement simply commit suicide person pain spot, let them become more painful.
Did you lose confidence to the life? Do not have a thing, we have many to what you see someone else pass happy!
You look, others can be taken an examination of attend a college, working happiness, the family is perfect!
Did you still want to commit suicide now?
No less than is not willing to become with lone dog bulb is same, without the person the hope lives in poorer than others environment. The happiness of these outsides lives, life of the person that emphasized commit suicide instead must be inferior to meaning, accentuated his psychological burden.
Among them the most apparent nothing is more... than " go seeing the person that you love now " this catchphrase. Design the person of this catchphrase, it is to have the person that oneself love certainly, the love that knows another person the importance to oneself. He stands in " product " angle, ground of do one's best explains " somebody loves you " importance, ignored however " user " (commit suicide person) itself special " be short of love " .
Several pieces of special chairs are established between Qiaozhengzhong, and attach catchphrase: "If your mood is unpleasant, need untangle, hope you can sit on chair of this piece of blue first, take a rest well. Take a rest well..
Catchphrase establishs in bridge both ends: "If you see somebody sits on blue chair alone, hope you can be offerred for him a bit kindness and encourage. Talk about confabulate with him, pat the shoulder that pats him, perhaps give him a candy. Perhaps give him a candy..
Special chair
(of course, those who prevent best method of the suicide to still reduce suicidal tool is easy quality, build bridge to defend for instance net. )
Although found pain spot, if did not wait for pain spot from the point of user perspective, still can develop wrong product, occasionally even become acute the anguish of the user. Before beginning to develop a product, need considers an issue from the angle of the user, and cannot stand in the company to get angle to solve a problem merely.
3, the pain spot that ignores new generation
If say, the pain spot that the user gave out to make clear, the company also offerred the product that solves this pain spot, such enough? Insufficient still, solve a pain spot, can derive new pain spot occasionally.
A lot of people do not have time to cook now, in weekday often be sell outside the dot. And a lot of outside sell heavy oil heavy salt, very insalubrious. This kind of insalubrious lifestyle, what advocate with us " healthy life " not conform to, because this lets very much person,feel painful.
Although, salad can alleviate the pain spot of partial user, not be everybody likes to have salad however. Because salad is " healthy eat " , and what a lot of people prefer is " dish of the daily life of a family " . They hope to be able to build a bit feeling for oneself.
Accordingly, prepare food personally on the weekend, fry food of a few the daily life of a family that oneself like to eat, made the recreational way that a lot of people loosen on the weekend.
A lot of companies (beautiful group buys food, babble buy Ma Xiansheng of dish, box) discovered this, they begin to provide the sundry service that buy food: Line fluctuation is odd, deliver goods comes, advocate hit fresh, nutrient health.
Right, these products solved a pain spot of the user successfully: Want oneself to cook in the home, had lacked however feed capable person.
A lot of users are satisfied to these products also: Oneself can cook in the home, still need not spend time to choose feed capable person, still can deliver goods comes, reduced the process that do legwork. This is to helped us solve enormous difficult problem simply!
Beautiful group buys food
However, company and user ignored the pain spot of new generation. The person that has done a meal knows, if very long the person that does not cook, want suddenly to cook, appear very easily the following 3 problems:
Should buy half jins of sirlon or a jin of sirlon?
Do potato sirlon, put after all do not put onion and chili?
How many salt and soy should put?
And watch these products instead, what offer is " sirlon: 350g, fresh and tender and delicate, nutrition is goluptious " this kind of unusually ambiguous information. These news let an user very hard realize his real demand intuitionisticly.
Cook happily in the home, as a result discovery forgets buy Chinese prickly ash, the taste that makes is not sweet, good intention affection did not have this some at a draught.
More important is, this kind new occurrence pain spot, very easy because frequency is too low (the user is likely a month just does a meal) and be ignored by everybody.
To solve the pain spot of these new generation, more accurate explanation should be such:
Sirlon distributes eat list
Be solved when pain spot, the user often can feel contented to this. And need to think further as the company, consider whether current solution can produce new pain spot.
After the product is finished, the company needs to undertake perfecting to the product ceaselessly, find those potential pain spot. Solve these " small pain spot " , ability provides more excellent service quite.
4, summary
In process of products plan production, the company is immersed in error of 3 pain spot easily:
Emphasize bogus pain spot -- design a product first, pain spot is sought after.
Misapplication true pain spot -- emphasize pain spot importance, forget solve pain spot.
Ignore small pain spot -- solve first pain spot, ignore new student pain spot.
