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    當前位置: 首頁 > 售后 > 藝源智庫
    阿里干貨!如何使用通用研究思維做用戶研究?
    時間:2019-05-08 17:29:12
    文章發布:李陽
    原創作者:未知
    來源:互聯網

    用戶體驗,用戶研究,經驗分享-藝源科技

    在開始講述之前,先提兩個業內用研人士經常會被問到的問題,①為什么要做用研?②用研能為業務做些什么呢?為了回答這兩個問題,我將自己從事分析行業多年的戰略規劃法、業務分析法、用戶研究方法等貫通起來,形成了以下的一些方式方法,即通用思維在用戶研究中的應用。方法無邊界,融會貫通將使方法更加行之有效,希望以下內容能給大家一些啟發和思考。

    用戶體驗,用戶研究,經驗分享-藝源科技


    首先,為什么要做用研?

    簡單解析如下,用戶體驗的定義是「用戶體驗囊括了終端用戶同相關公司、服務和產品的全部交互」,旨在通過不同的觀察方式獲取反饋、收集思路,以理解用戶的行為、需求和態度。

    一言以蔽之,用研是連接公司和用戶的橋梁,它能打破各種業務職責的定性思維框架,直接獲取無偏差的用戶反饋。


    用研的可做范圍貫穿業務全鏈路

    用戶體驗,用戶研究,經驗分享-藝源科技

    以下將簡單介紹對于各鏈路,我總結使用的基本的研究思路


    1.市場宏觀分析-戰略層

    先分享一個在做戰略分析的通用思維,業務的發展模式簡單歸類為3種:原有業務微創新、行業用戶分層TA創新、跨界創新;另外在做創新之前首先需要對用戶和需求進行細分。

    ① 微創新:在用研中在做完用戶細分和需求細分之后,對已在業務領域的用戶需求滿足程度做行業和競爭對標,并通過需求重要程度較差,發現gap需求,作為微創新的可為空間進行業務微創新;

    ② TA創新:將所在行業的用戶按照本行業的特征進行分層(比如游戲行業用戶分為硬核玩家、中核玩家、輕度玩家),對不同細分人群尋找和整體人群的差異點,鎖定針對該部分人群需要提供什么需求,進行不同人群的微創新(例如電商中用戶的分層研究)

    ③ 跨界創新:將用戶按照行為聚類,計算不同類之間的交集大小,尋找交集比較大的兩類進行跨界,分析不同類型的用戶需求及gap點,進行跨界創新。(例如社交和搜索的結合)


    2.用戶整體狀況分析

    在確定完在本行業內如何做創新,如何挑選市場空間后,對于要進入市場做進一步的用戶需求的研究。內容包括用戶畫像、用戶使用場景、動機、喜好和需求。


    3.產品/業務功能研究

    在產品/業務功能研究中,要符合1個基本原則:一個好的產品/業務要做到贏得用戶和贏得競爭,而在贏得用戶中需要挖掘用戶的真實需求,并對需求做重要程度的區分;贏得競爭中需要將競品的內容輸入到業務策略中,可用定量的方式摸清用戶對競品各方面的看法,同時用定性訪談的方式摸清競品之所以能做到用戶感知的原因,內部支撐的架構、業務流程、管理方式以及監督方式等。


    4.產品可用性研究

    產品可用性研究的方法基本已經形成一套理論基礎,可自行學習,簡單描述下可用性研究要達到的目標,要弄清楚產品使用是否達到用戶預期、使用的方便性、使用的問題和麻煩,發現使用障礙點,降低用戶使用成本,增加產品的使用流暢度。


    5.產品運營診斷

    產品運營診斷的目標是弄清楚產品的運營狀況和問題,主要思路是將用戶進行分層研究,大致分類為:認知用戶、留存用戶、流失用戶、回流用戶。

    其中,認知用戶是指知道該產品,但是沒使用過的;留存用戶是指經常使用該產品的;流失用戶是指之前使用該產品,現在不再使用的;回流用戶是指之前使用,現在偶爾會使用幾次的。

    • 對于認知用戶的研究思路:認知用戶使用障礙、認知用戶流向;從而確定可改善需求以及改善的程度(做到比競爭對手要好)

    • 對于留存用戶的研究思路:看用戶同時在使用的產品,發現真正的競爭對手、并尋找和競爭對手相比需求未滿足點和滿足程度。

    • 對于回流用戶的研究思路:主動(在沒有運營措施的情況下,用戶基于自身意愿的回流)/被動(營銷、活動等回流方式下的回流)回流的原因,同時摸清楚用戶回流的障礙,進行回流原因加強和回流障礙彌補。

    • 對于流失用戶的研究思路:摸清楚流失用戶的流向,流向產品吸引用戶的原因,在哪里可以取勝等。


    6.產品市場推廣策略服務

    市場推廣策略的目標是測量推廣方式對產品/公司是否產生了影響,影響的方向以及影響產生的用戶行為,具體做法如下:

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