How to analyze user needs and build a user system?

1. What is the user system?

Before talking about the user system, let's first talk about what the user system is.

Different people have different perceptions. Some say it is a whole system of points and levels, while others say it is quantified user behavior .

My understanding of this is:

The way users meet their own needs.

The user system is designed, so the basis of its design is user needs, and we design it as a way to make it easier for users to achieve their goals (of course, including our own goals).

For example, in social software, we allow users to complete their information in order to make it easier for others to understand them and to fulfill their desire to get to know them. Membership is based on the user's desire to expose themselves more.

2. Problems Solved by the User System

Different products will have different user systems due to their different natures, and I think the reason for the differences is because their needs are different.

Before building a user system, we need to figure out what problems my product needs the user system to solve for users.

For example, social products connect people. The support system required for users to establish connections and interactions. Service products connect people and services. In order to obtain certain services, users need the user system to record user behavior and needs to support personalized services. Therefore, the core of our user system should be a system built based on the needs of the users themselves.

Here we take service products as an example to illustrate the construction of the user system:

As a service product, I would like to focus on two core needs:

1. Accurately match user needs
2. Provide a better experience for user needs

3. User needs of crowdsourcing errand running

Taking the crowdsourcing errand running industry where I work as an example, user roles are divided into two categories:

1. Demanders (users) of errand services
2. Provider of errand service (service provider)

So, for the two different user roles, the user needs are also different:

• Users: Save time and solve users’ needs when they are busy, lazy or in a hurry.
• Service providers: make money, make money more efficiently, and realize their own value.

4. How to build a user system

Based on the different demands of user roles, there are two different user systems here.

4-1 User System

The user system, as the demander of emergency services, has the core demand of someone who can complete my errand needs faster and better. Based on this, here are two simple points: fast and accurate.

Of course, there will be more appeal points, and the methods derived from each appeal point are not limited to these. Here we just provide a way of thinking.

1. Accurate matching of user needs

Tag library, establish a user tag library, and divide users into user characteristics in the form of tags. Through the user system, we can better understand user needs, so that we can make more accurate order matching and better meet user needs.

• Tags can be created by statistical methods to divide user tags. For example, if 70% of a user’s orders are delivered within 3km, the user can record the label “3km” to better match the user with the service provider through the label.
• You can also record user behavior trajectories and establish user tags based on user behavior patterns. For example, user A who often eats crayfish can record the tag "Love to eat crayfish"

Attribute classification, classify users according to the user information filled in by the user or collected by us.

• For example, areas, user pickup areas and delivery areas can be allocated more accurately. We can use this data for order forecasting.
• For example, for different industries, we provide different distribution solutions.

2. Rapid matching of user needs

Allow users to place orders faster and better understand what users input. Record users' common behaviors, such as addresses and order types, to simplify user input and allow users to complete the communication of their needs more quickly.

4-2 Service Provider System

The service provider system, as the service provider of demand, hopes to realize its own value through the platform. In layman's terms, it means making money more efficiently.

Based on this, service providers can make more money and make money faster. So here are two simple points

1. Allow service providers to earn more money

• Unique ability: providing higher-priced orders to service providers based on their qualities and abilities. Collect the capabilities of service providers and push more professional orders to service providers with relevant skills.
• Quality: We divide service providers into different levels according to their service quality and provide orders at different price levels for service providers of different levels.

2. Allow service providers to make money faster

• Distance, establish active areas of service providers, real-time coordinates, and faster matching based on distance.
• Matching, establish a service tag library for service providers, and through the order medium, quickly establish a matching relationship with users who want to receive this service, making the matching more effective. For example, a server with the label "drinks" can be matched to a user with the label " Starbucks ".
• No waiting. Based on the service provider’s behavior patterns and the areas where the platform’s orders are concentrated, advance predictions are made to remind service providers that more orders will be coming in a certain area, allowing them to prepare in advance.

5. How to make the user system run

The operation of the user system is the circulation and migration of the user system. It is based on this that we establish an incentive system, which can form a positive cycle among the systems.

And this is what we usually call the user incentive system.

1. Tiered system

Stratification is an efficient means of incentive, which can motivate high-value users and eliminate worthless users. The most common method we use is to design levels for users.

For the label library and behavior library established based on the user system, it is necessary to make them flow, establish paths and rules from one layer to another, so that users can get going.

For example, as the frequency of users’ ordering behavior increases, we will stratify them and take different operational actions, so that users can also enjoy different levels of service experience.

2. Lifecycle

The user system has life cycle characteristics.

Looking at user needs from the perspective of life stages, users at different life stages will migrate between each other, and the system we have established is also to allow users to concentrate more on the active period.

For example: when a user feature database is established, the order frequency decreases from 10 orders/day to 1 order/day, which represents the decline of user life.

We monitor the characteristics of users in the decay period and then awaken them through product design or operational means.

In addition, in order to make the user systems operate, there are still many means, such as permission system, points system, and task system. The starting point of these means is to make the user systems operate and make them flow between each other.

The above is only the author’s personal understanding of the user system. If you have different opinions, you are welcome to criticize!

The author of this article @驰子 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century