Taking Meituan Takeaway’s personal report as an example, let’s talk about user personal behavior reports!

We try to reflect the value of our product through user personal behavior reports and meet users' needs to know their own historical behavior.

After accumulating user behavior data over a period of time, many products want to form a behavior report for users. For thoughts on user personal behavior reports, see below.

Value of the report

Value to the product

Take Meituan Waimai’s personal report as an example

Why would a product go to the trouble of pulling historical user data and taking the trouble to design and develop a user behavior report? Because for the product itself, a user's personal behavior report can:

1. Express the product’s understanding and concern for users

Meituan Takeaway Personal Report

For example, NetEase Cloud Music ’s annual report tells users, “I know you very well. I have all your listening data, so I understand you very well in music, and I will understand you more and more.” For example, Zuoyebang’s learning report is also to tell parents, “I know your children very well and I pay close attention to them. I have recorded every piece of data about your children so that I can provide targeted services for your children’s learning.”

2. Express the product’s companionship to users

Meituan Takeaway Personal Report

When we propose to our girlfriend, we usually say, during the 999 days and nights we have been together...blah blah, the feeling of companionship needs some data to express. Therefore, a thoughtful user report can move users. Perhaps at this moment, users can experience the care and consideration of the product.

3. Explain to users the benefits of using this product

Meituan Takeaway Personal Report

For some products, it is generally difficult for users to feel the effects themselves, so the report can tell users the benefits they have gained, and then instill the value of the product to users.

Value to users

1. Satisfy the need to know historical behavior

People are insecure and forgetful, so some historical data can help users record their experiences and let users know what they have done in the past period of time. For example, I have insisted on studying for 1 hour every day for the past month. The effect may not be significant, but this habit has been formed. I know my daily efforts and the learning content I complete every day, which is very meaningful to me.

2. Satisfy the need to show off

The user's historical behavior data reflects the need to show off to others. Take studying as an example. Most students study to get praise from their parents, admiration from other classmates, and praise from teachers. So I hope that they will know about my study behavior.

The value of the user just corresponds to the value of the platform above, which is the understanding, attention and companionship of the user.

3. Satisfy the need to know the effects of product use

Users use a product for a purpose. Does the product help users achieve this purpose? How was the finish? Users must be given feedback, especially for some behaviors that take a long time to get feedback, such as studying. A poor student may need a month or even longer to see improvement in grades. At this time, the product needs to tell students about their learning outcomes.

How to design a report

I personally think that a qualified report should include three pieces of information

1. Objective Data

The data in the report must be objective data on user behavior . The data cannot be fabricated to deceive users, and the data must be relevant to the user's main needs.

If data can be presented with charts, use them instead of text. Users will not pay attention to long paragraphs of text and may just glance at a chart.

Therefore, you can list all the data related to the user's purpose of using the product, and then select the data that is available, certain, and easy to understand for the product and present it to the user in the form of a chart. As shown in the example above, it reflects three basic data information: the platform's attention to users, companionship, and users' benefits.

2. Easy-to-understand conclusions

From the user's data, we must tell the user the conclusion drawn from the data. This conclusion must be easy to understand and must be in human language, not machine language. This part is particularly difficult because when we generate reports, we often use machines to generate conclusions. If the conclusions generated by the machine are not easy to understand and the user feels that they are from a machine, then the value of the conclusion will be reduced.

Try to make users feel that this conclusion is a one-to-one, exclusive and personalized conclusion. Give as many templates as possible, or use multiple randomly combined data to form a conclusion.

3. Useful suggestions

With the data and conclusions, some reports also require some useful suggestions, such as learning and medical reports. These reports need to ultimately give users useful suggestions.

Same as the conclusion, if you have this suggestion, please try to make it useful. If you can't give something useful, don't give it.