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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(fā)布：李陽
原創(chuàng)作者：未知
來源：互聯(lián)網(wǎng)

用戶體驗(yàn),用戶研究,經(jīng)驗(yàn)分享-藝源科技

在開始講述之前，先提兩個業(yè)內(nèi)用研人士經(jīng)常會被問到的問題，①為什么要做用研？②用研能為業(yè)務(wù)做些什么呢？為了回答這兩個問題，我將自己從事分析行業(yè)多年的戰(zhàn)略規(guī)劃法、業(yè)務(wù)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(yīng)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(nèi)容能給大家一些啟發(fā)和思考。

用戶體驗(yàn),用戶研究,經(jīng)驗(yàn)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(yàn)的定義是「用戶體驗(yàn)?zāi)依私K端用戶同相關(guān)公司、服務(wù)和產(chǎn)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(tài)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(yè)務(wù)職責(zé)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(yè)務(wù)全鏈路

用戶體驗(yàn),用戶研究,經(jīng)驗(yàn)分享-藝源科技

以下將簡單介紹對于各鏈路，我總結(jié)使用的基本的研究思路


1.市場宏觀分析-戰(zhàn)略層

先分享一個在做戰(zhàn)略分析的通用思維，業(yè)務(wù)的發(fā)展模式簡單歸類為3種：原有業(yè)務(wù)微創(chuàng)新、行業(yè)用戶分層TA創(chuàng)新、跨界創(chuàng)新；另外在做創(chuàng)新之前首先需要對用戶和需求進(jìn)行細(xì)分。

① 微創(chuàng)新：在用研中在做完用戶細(xì)分和需求細(xì)分之后，對已在業(yè)務(wù)領(lǐng)域的用戶需求滿足程度做行業(yè)和競爭對標(biāo)，并通過需求重要程度較差，發(fā)現(xiàn)gap需求，作為微創(chuàng)新的可為空間進(jìn)行業(yè)務(wù)微創(chuàng)新；

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

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


2.用戶整體狀況分析

在確定完在本行業(yè)內(nèi)如何做創(chuàng)新，如何挑選市場空間后，對于要進(jìn)入市場做進(jìn)一步的用戶需求的研究。內(nèi)容包括用戶畫像、用戶使用場景、動機(jī)、喜好和需求。


3.產(chǎn)品/業(yè)務(wù)功能研究

在產(chǎn)品/業(yè)務(wù)功能研究中，要符合1個基本原則：一個好的產(chǎn)品/業(yè)務(wù)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(shí)需求，并對需求做重要程度的區(qū)分；贏得競爭中需要將競品的內(nèi)容輸入到業(yè)務(wù)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(nèi)部支撐的架構(gòu)、業(yè)務(wù)流程、管理方式以及監(jiān)督方式等。


4.產(chǎn)品可用性研究

產(chǎn)品可用性研究的方法基本已經(jīng)形成一套理論基礎(chǔ)，可自行學(xué)習(xí)，簡單描述下可用性研究要達(dá)到的目標(biāo)，要弄清楚產(chǎn)品使用是否達(dá)到用戶預(yù)期、使用的方便性、使用的問題和麻煩，發(fā)現(xiàn)使用障礙點(diǎn)，降低用戶使用成本，增加產(chǎn)品的使用流暢度。


5.產(chǎn)品運(yùn)營診斷

產(chǎn)品運(yùn)營診斷的目標(biāo)是弄清楚產(chǎn)品的運(yùn)營狀況和問題，主要思路是將用戶進(jìn)行分層研究，大致分類為：認(rèn)知用戶、留存用戶、流失用戶、回流用戶。

其中，認(rèn)知用戶是指知道該產(chǎn)品，但是沒使用過的；留存用戶是指經(jīng)常使用該產(chǎn)品的；流失用戶是指之前使用該產(chǎn)品，現(xiàn)在不再使用的；回流用戶是指之前使用，現(xiàn)在偶爾會使用幾次的。

  • 對于認(rèn)知用戶的研究思路：認(rèn)知用戶使用障礙、認(rèn)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(chǎn)品，發(fā)現(xiàn)真正的競爭對手、并尋找和競爭對手相比需求未滿足點(diǎn)和滿足程度。

  • 對于回流用戶的研究思路：主動（在沒有運(yùn)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(jìn)行回流原因加強(qiáng)和回流障礙彌補(bǔ)。

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


6.產(chǎn)品市場推廣策略服務(wù)

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

用戶體驗(yàn),用戶研究,經(jīng)驗(yàn)分享-藝源科技

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