What doesn’t matter what the user likes, it depends on what he does


Note: the good product is to let the user feel “cool”, to arouse the fear outside the user boundary, and then help the user to eliminate this fear, and eventually into the boundary of the sense of existence, this “refreshing” will be more valuable and more sustainable.

What doesn't matter what the user likes, it depends on what he does

When Sony introduced the concept of Boom Box, it summoned a number of potential users to make a focus group to discuss whether the new product should be black or yellow, and every test user thought that consumers should be more inclined to be yellow. After the meeting, the organizers told them that they could take away a Boom Box for free before leaving. As a result, everyone took black.

It doesn’t matter what a person says he likes, you have to see what he does.

What determines human behavior

In the course of “product thinking”, Liang Ning shared a view of “human”, that is, judging from the inner boundary of the human, the sense of existence within the boundary, and the fear outside the border.

Let me take an example: every day I write 100 words thinking and persist for over a year. Judging from action, I must be a self disciplined person.

If we look at the inner boundary, the source of self-discipline is:

  • On the one hand, from Yu Zheng feedback, whether external evaluation or ability improvement, let me persist in doing this thing to find a sense of existence.
  • On the other hand, it also comes from the sense of fear, because the ability of deep thinking directly determines the level of the product manager, which belongs to the skill of eating, and it must be practiced deliberately.

And the cold start of a thing is often the main driving force of fear.

Two, again on the user’s mood

Recently, one of the most talked about questions in the team is: what will be the mood when the user enters the product and first sees his virtual image? (the product belongs to the clothing electricity supplier, provides the clothing virtual try on function).

Starting from the inner boundary, try to make the following conjectures:

If the user is very good, in the first few minutes of the use of the product, the conversion rate of the user is guaranteed if the virtual image reduction effect and the recommended garment upper body effect exceed expectations; but if the effect is lower than expected, even slightly below, the loss probability will be greatly increased.

The reason for this is that a good user must be sensitive to appearance, and the fluctuation of the beauty of personal image will directly lead to emotional fluctuations inside and outside the psychological boundary.

  • Beauty, get a sense of existence, emotional upward;
  • It’s not beautiful, it inspires fear, and the mood goes down.

In the same way, there is a bad figure, but a user with a surface sensitive type, if the effect is less than expected, even the mirror level reduction, will wake up the fear of the body.

But the difference is that when the effect of reduction exceeds expectations, it does not necessarily get the sense of existence. Because once the user’s own cognition of the image is too strong, it will be particularly false.

As for other non sensitive users, there is no obvious emotional tag since there is no trial on the border.

Three. Redefine “cool”

The good product is to make the user “cool”.

  • A kind of “cool” is to create happiness for users, meet the sense of existence in the boundary, such as games, short video products. Users are usually attracted by the “diminishing marginal effect”, which is very short and requires constant pursuit of diversity.
  • Another kind of “cool” is to arouse the fear outside the user boundary, and then help users to eliminate this fear and eventually transform into a sense of existence in the boundary. It is often necessary to rely on the active choice of the user, because the path to the target experience is very long and may be “retreated” at any time, so this “refreshing” appears to be more scarce, more valuable, and of course, more sustainable.

Just like “100 words per day”, there are more than 50 people playing together at the most time, but only 4 people have insisted on it now.

Back to the business of selling clothes, most products are still “buy” problems, and there is still much room for optimization in the “buy right” experience.

This means: how to dig out the fear outside the user boundaries and design the scene with the second “cool” as the core experience may be an effective way to solve the “buy right” problem.

About the author

Li Zhe, WeChat public number: SecondThought, good at project management and passion for product design. At present, it has jumped out of the pure line service circle, hoping to spark in the physical industry.

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