From 1 to 10, how to build a product user system!

As the product ecosystem improves, user growth will gradually occur within its own product system. For example, most user registration and account information will be retained in the form of its own product. However, service accounts and personal accounts based on the WeChat ecosystem have gradually become a field of "message notification" or "traffic distribution" because they cannot provide sufficient functional services.

In the process of building this product ecosystem, establishing a product user system can help verify the business model and is also a way to increase product retention.

Today, let’s talk about the strategies we adopted in building the PMTalk membership system.

Step 1: Segment users

The number of registered product users has increased, and the next step is to differentiate the product from WeChat ecosystem users. For example, the number of users of the PMTalk product manager community service account is already less than the number of registered users in the community. The first step we need to take is to create product user message reminders and attract new users.

Before the first step: stratify different users

In PMTalk, users are stratified based on how long they have been in the industry. Users are divided into stages such as 0-2 years old, 2-4 years old, and over 4 years old.

The needs of users of different ages are obviously different, so corresponding rights and interests should be considered to satisfy these users. A user life cycle matching is done as follows

For example, among product managers, those aged 0-2 are in learning, those aged 2-4 are in work support, and those aged 4 and above are in knowledge monetization and training new people.

Gradually, users in different life cycles can form a business closed loop as follows

Step 2: Design member benefits

After understanding the different levels of users, we can then explore the needs of the corresponding groups and design business services that suit them. At the same time, we should pay attention to avoid conflicts in the preferential system between price and operation.

Equity building starts from 3 points

Global rights, specific rights, and membership thresholds

Here we take Taobao’s 88VIP as an example.

Taobao members receive the following benefits with a membership package worth more than 2,000 yuan:

The Youku videos, Lemo super memberships, etc. mentioned above belong to the global system in this membership system. Because it is suitable for any user

But specific benefits:

Such as designated products, Tmall selections, exclusive areas, and 88VIP special offers.

Membership threshold:

In Taobao membership, you need 1000 Taobao points to activate 88 yuan. The price below 1000 is 888.

Global benefits:

Ele.me members, Youku VIPs, and Xiami Music Super VIPs all lose global benefits. No restrictions based on user account differences or conditional status.

When to start building member benefits

As a product rapidly grows from 0 to 1, it is difficult for us to think about what the user share will be. It is difficult to clean and define your own user profile.

At this time, there are only two lines of membership rights for users in the initial stage:

Paying users, non-paying users

First paying user benefits:

A collection of all growth services given to the project. Differentiate by quantity and customization

Second paying user benefits:

Some services will actually be integrated into this, but there may not be clear boundaries in the early stages.

The example here is based on the salt member of Zhihu

Non-paying user benefits:

Ordinary users can have level rights and interests in the growth system.

Paid benefits:

Through strict content selection, paid benefits are broken down into: content, functions, and identity privileges.

Therefore, we don’t need to consider when to build it. As long as there is content, functions, or even identities that can increase the service, we can start building the membership system. In addition, the membership system must be subject to internal testing or user research in the business direction.

The boundaries of membership system construction

When building a membership system, there are three points that we need to pay attention to.

1. Membership system: cannot be described

Clearly describe the conditions, products, and scenarios that cannot be used in the membership system. For example, geographic attributes, user account status, and product content.

For example, the 5% discount on designated products and the low discount description of designated styles in Taobao 88VIP

2. Membership system: payment terms

Such as how to support refunds, refund conditions after purchase, and payment terms under promotional activities. The following are the terms for recharging for Zhihu members and Maimai members.

3. Member logo and time reminder

After membership is established, the membership renewal entrance and membership time will be reserved immediately. In addition, a system reminder notification strategy is provided to users 3, 7, or 30 days before the expiration of the service to increase user retention.

For example, Kevin still remembers recharging and participating in internal testing activities in order to light up the QQ payment icon. Because the message reminder has new models and expiration reminders

Summarize

To build a product user system, you can actually start as long as there are users in the WeChat ecosystem. In particular, we provide services at the lowest cost, continuously optimize member services, and then launch them with product design plans.

Not only community products, but also building a user system from 0 to 1 itself requires rapid iteration. The paid membership system is often expanded due to user identity, new features, and new businesses. Therefore, it is recommended to launch membership after the product business is stable, which is a way to save resources.

After all, membership fees are still converted among free users. If there are only a handful of free users, it is difficult to test whether the membership business model is correct or not.

Related reading:

1. User operation: How to build a user system that conforms to product strategy?

2. User system construction: analysis of user grouping methodology!

3. How to analyze user needs and build a user system?

4. How do operations build your user system?

5.APP promotion and operation: complete analysis of the user growth system!

6. User operation examples to create a lost user recall system

Author:Bunny

Source: Bunny