? In the field of product design, it is very important to have user thinking. For example, my main business is making LCD screens. In recent years, we have launched a notebook anti-peeping product to prevent information leakage and protect personal privacy. We will interview and simulate real usage scenarios. If you are a user, will you like the taste? Will you accept such product specifications? Where is my user base? Such products will be used in those scenes and so on. Through a series of research and simulation of real scenes, our products sell well, causing peers to follow suit.
? I also have a very worry-free way to raise children. Everyone thinks it's good to have a try. Do children like playing games? Then I started with their homework, and we basically reached an agreement. When the homework is finished, we can play games. The sooner we finish it, the better. We can play more. This method makes me never accompany my children to do homework. Of course, adults must keep their word and cannot assign extra homework outside the agreement. I think it takes advantage of children's playful nature.
In fact, it is very difficult to have user thinking for two reasons:
1. The curse of knowledge
? The concept of knowledge curse comes from a paper in the Journal of Political Economy, which means that once a person has acquired some knowledge or experience, it is difficult to feel without it. Because they know the details of the product too well, there will be no misunderstandings, deviations and mistakes in use.
? Ma once said that "the most important ability of a product manager is to turn himself into a fool", and Zhou also pointed out that "a good product manager must be an idiot".
? When we can forget our long-term accumulated knowledge and switch our brains from "professional mode and expert mode" to "user mode" or "fool mode" at any time, it is the embodiment of user thinking.
2. Human factors
? We should deeply realize that people generally lack patience and prefer simplicity and convenience. Each of us is exposed to a lot of information and products every day, and it is impossible to carefully and repeatedly observe and study each one. Otherwise, our energy will be exhausted before we get to the point.
? Previously, the fission poster sold by Green Shadow Academy Group, if users participated in the purchase process and needed to fill in too much information, would be impatient and give up directly. It is precisely because of impatience and convenience that after optimization, the transaction rate is very high at once.
So how do you master the user's thinking?
? After analyzing the reasons why users' thinking is difficult to grasp, how should we grasp users' thinking?
We can start from the following aspects:
1. Always thinking about users.
? First of all, deep down, we should establish such a cognition. No matter how experienced and sophisticated we are, no matter what industry or position we are in, we should always keep users in mind. Our thinking is different from that of users, so we should be cautious, alert and awe of users and their thinking.
2. Facing the real problems in the real world, constantly improve users' thinking.
? User thinking is not innate, nor can it be fully mastered in a short time. This not only needs to be gradually improved in daily work, but also needs to be observed and thought at any time and place in daily life, and carefully understand and analyze whether a product and business are properly designed and reflect the user's thinking.
? For example, friends who have been to Haidilao should know that Haidilao focuses its business and energy on customers and is really a one-stop service. There is a manicure service in Haidilao, and there is a long queue when you go. Some people will wait anxiously. Don't worry, little sister If you want to get a manicure to kill time, you can wait in line and get a manicure at the same time. What is the real objection, and manicure doesn't take long. Someone took the children to Haidilao. It is not convenient for adults to take care of children when eating. At this time, you can ask the service staff of Haidilao to take care of your children. This service is really amazing. There are many details of service, not so much service, but more about improving more accurate user service from the user's thinking.
? Let's provide the service value first, and then talk about the transaction. For example, we share it in groups for three days, and then do the final group sales. We provide value first and then explain whether to pay for it, because he has user thinking and thinks from the perspective of others. Because if you do nothing and beg stiffly, most people will refuse.
? We not only design products, but also often use them in various real scenes. Everyone knows that green camp College's rice teacher helps everyone with motorcycle lessons, right? In the first two issues, I also started to talk about taking classes, but after two weeks of suffering, I found that my writing was very dry. Why? The course I wrote is fictitious. At present, we insist on day shift and put what we share every day into the public domain. I'm in no hurry to take this class. I came to the real scene to test what I thought and learned.
? I have done dozens of one-on-one consultations some time ago. I used to be a time manager, but in real scenes, I found that many people commented on me in this way, so everyone's self-righteous appearance may be nothing to others, just like saying their own products and asking others to say hello is really good.
? As can be seen from many cases above, it is very important to master the user's thinking. User thinking is not only reflected in product design and marketing planning, but also runs through all aspects of daily life. Only by always putting yourself in others' shoes can you have a happy life.