How to break down the user behavior process?

Originally I planned to share with you some information about operational thinking today, but:

1. First of all, as far as thinking is concerned, I personally think that this is a relatively abstract thing, such as thinking habits and ways of thinking. In fact, everyone has them, but sometimes they are not formally defined.
2. Secondly, the cultivation of thinking cannot be accomplished by just a few words, and the whole article about thinking is of little practical use and meaningless.
3. Finally, there are already some great books on operational thinking, Internet thinking, and even mobile Internet thinking. Based on the work of predecessors, it may seem a bit thin to simply express one's own opinions.

But what’s interesting is that recently, a classmate named Wang who works as an editor in the company asked me: “I know nothing about operations. If I want to learn, where is the best place to start?”

Such a question seems very ordinary and elementary, but it caught me off guard.

Because when it comes to learning operations, there is no shortage of various materials and content about operations learning, but when it comes to choosing an entry point, I will still inertialy start with the concept :

“I spent an afternoon introducing the concepts of product and operation, and also made a comparison between editing and operation.”

After laying the foundation for such basic concepts, I feel that I have not yet been able to enter the real operation state, and I am missing the final step, so let’s talk about this issue today.

01 Operational Workflow

After I finished explaining the basic concepts to Wang, two days later, I felt that I had not explained anything at all. I wanted to try to let her understand the operation from the general operation workflow, so we had the following conversation:

A

Yao: Operations have a purpose, and there is a model to summarize the purpose of operations. Do you remember?

Wang: The one with 3a2r?

Wang: It seems to be to increase user activity and enhance dissemination.

Yao: Yes, yes, yes!

Yao: Among these five purposes, which one do you think is most needed in relation to the company’s current products?

Wang: I think... increase the level of activity.

Medicine: Why? It’s not that you can’t, it’s the reason why you feel that way. Why do you feel that way?

Wang: I just hope that fans will be more enthusiastic about participating and give more positive feedback, so that the revenue from our advertising and other activities will be higher than it is now.

Wang: Right.

First of all, from the conversation in Section A, we can see that laying the foundation of basic concepts is still useful, as it facilitates the establishment of a common language for communication. Of course, everyone’s understanding of the concepts varies, but this is not particularly important.

Secondly, for the current operational objectives required by the company's products, all jobs related to this product will have more or less their own opinions, and then there are relatively mature theoretical models for operation up to now. As long as these models are applied , the required operational objectives can be matched.

B

Yao: Ok, then what do you think would be considered an increase in activity?

Wang: Emmmm, I don’t know how to do this specifically.

Yao: I am not asking you how to do it specifically, but what constitutes improvement and what kind of results you should achieve. What do you think is the improvement in activity?

Wang: I just hope that fans will be more enthusiastic about participating and give more positive feedback, so that the revenue from our advertising and other activities will be higher than it is now.

Wang: Right.

Yao: Yes, this is what you want and what everyone wants, but there must be a sign to reflect the so-called increase in activity.

In the conversation in section B, actually after completing the current status of the product and establishing the operational purpose, I would like to further establish specific operational goals . Unfortunately, my requirements for others are too high and I haven't been able to change it all at once.

C

Yao: Or pushing it forward a little bit, you said before that your activity level is not high now. How did you come to this conclusion?

Wang: The number of fans’ likes, comments and reposts is not large, but you can see them in the backend.

Yao: Ok, that’s right, it’s the data.

Yao: You said earlier that the activity level was low, and then you said later that the activity level should be high, but these are all your subjective judgments.

Yao: But the only thing missing is data support.

Data was mentioned in the chat in Section C. No matter what judgments we make about the current situation and what choices we make about our goals in the early stages, we ultimately need to use data to transform such subjective and abstract descriptions into objective and concrete symbols .

D

Yao: Now let’s get back to the original question. You think your current activity level is not high. Can you provide me with some additional data? Suppose you go and get the data for the past 7 days - you need all the data related to activity level, and one week is the basic unit.

Wang: Okay, okay.

Basically, the chat records in section D start to get in touch with the so-called data indicators related to activation, and then extract relevant data. Using the extracted data as the basic value, a KPI is set upwards. In the process of achieving the KPI, various operational methods that can improve the data are learned.

(Blue is the main line and orange is the branch line)

So the overall idea is:

1. We first select an operation purpose based on the current status of the product .
2. After determining the purpose of the operation, focus on the data related to the purpose, such as activity, and find data indicators related to activity, and extract the current data.
3. Set up a unit of time, such as one month, and observe the changes in data. If the data is moving towards the target, it means that the work behavior has produced the expected effect.

These work behaviors that can produce the expected results can be called operations. Similarly, operations are a collection of various work behaviors that can achieve our expected operational goals.

…

02 User Behavior Process

The above idea is to start from the operational workflow, which is also one of our ideas for formulating KPIs on a daily basis: using data feedback to understand operations and operational results.

Of course, we humans have subjective initiative, and we can also learn operations from the user's behavioral processes.

If we take the Japanese content of the official account, that is, content operation, as an example:

(Flowcharts are really great)

Referring to the flowchart , we break down the process of pushing tweets and we can see each link and its influencing factors.

As I have shared before, operation is a job that stimulates users to take actions . We hope that users can implement it step by step according to our expectations, but at different steps, there will always be some users who are unwilling to do it.

Therefore, we cannot simply look at the cause (purpose) and result (data) of our operation, but should also break down the process and correspond to user behavior to have a better impact on the results.

So there is a saying that user behavior is likened to a funnel, which is actually the same as the commonly said love:

Many people fall in love at first sight, some people fall in love with each other, and then one person grows old together.

by network

Similarly, if we do a good job in operation, we can also make many people fall in love at first sight, many people fall in love with each other, and finally grow old together with many people (just kidding).

When we study operations, we still have to go back to the users and their behavior . In fact, this is consistent with the operating model (AAARR) mentioned earlier: users are attracted - users are very active - users stay - users spend money - users spread the word, all of which work together.

Ps: One point that needs to be emphasized is that there are signs between user actions. Only when the previous round of actions is completed will the next round of actions begin.

“Just like it’s impossible for users to contribute to the reading volume without clicking on the article.”

“It’s just like people who comment on an article without reading it are usually employees of the company.”

The reason why we mention action signs is that sometimes in the process of tracking user behavior, not all actions can be captured, just like the behavior of not finishing reading the article, you can't know it at all, so when using data to further understand user behavior, there are also:

1. Conversion data interpretation: Estimate the completion effect based on the time users stay on the article page
2. The data of the next behavior is used as the effect of the previous behavior: the number of comments can be interpreted as the number of people who have completed reading, or the number of people who are willing to comment after reading.

Behavior Process

Finally, let’s go back to the original question: “How to start learning operations?”

In fact, the entry point is a gradually refined process: understanding the concept - the beginning of operational actions - the refined user behavior process that operations focus on.

Start of operation:

• Starting point: Based on the current status of the product, matching it with the operational purpose
• End point: After a unit of time, the actual effective operation results

The refinement of operational processes is also the refinement of user behavior processes. With the help of flowcharts, user behaviors can be broken down and optimized according to the order of user behaviors. Thinking about it this way, mastering these seems to have achieved process thinking.

Author: Nickname Pill

Source: nickname pill (nameyaowan)