How to build a user portrait in 2 steps?

1. Introduction

It has been a while since we last talked about the [Class Representative] product. The cold start process of the [Class Representative] product from 0 to 1 has been written under this account in terms of project establishment - indirect competitor analysis - how to operate the product, etc. Next, we will share some practical content, mainly including user portraits , static tags, dynamic scenarios, demand analysis, etc. Interested friends can click on My Account to view other content of the [Class Representative] product.

2. User portrait construction

1. The so-called user portrait

When I first started working in the product industry and heard the term user portrait, my first conscious reaction was to cross-analyze the age, gender, size, region and other characteristics of the product user population. However, through the acquisition and accumulation of knowledge, I began to have a different view of the term "user portrait".

In Baidu Encyclopedia, the definition of user portrait is: User portrait (persona) , also known as user role, is an effective tool for outlining target users and connecting user demands with design direction. User portraits have been widely used in various fields.

But we can interpret this sentence in another way. The user portrait reflects the common behavior of a real group when using a product (it only represents personal opinions).

I will disassemble it based on a case I learned: static labels + dynamic scenes.

Figure 2-1 Virtual character user portrait

According to Figure 2-1, we can see that building a dynamic scene through real static tag information can help us see the product effect that can be produced behind the user portrait (the last device column in Figure 2-1). In the same situation, we can also build user portraits based on this method to find needs.

2. The process of building user portraits

There are many ways to build user portraits, but for products from 0 to 1, I think more of it comes from research and brainstorming, and then we need to use product capabilities.

In the first chapter of "Behind the Scenes Product", insight and architecture capabilities are described as very important product capabilities. I summarize what I have learned into five points for description. These capabilities will help us build user portraits from 0 to 1 (it can also be used to face common product interview questions: What capabilities do product managers need);

1. Execution ability (entrepreneurship): You can’t always be driven, but should be self-driven and dare to accept failure;
2. Self-learning ability (seeking knowledge): Keep learning, and keep up with the times in terms of Internet vocabulary, technical terms, concepts, and ideas;
3. Innovation ability (association): observe everything in life and connect it with products;
4. Decision-making ability (good decision-making): Feel the choice and be brave to make a decision, but don’t bet everything on one throw. From the user’s perspective, build demand industry and make real decisions;
5. Thinking ability (logic): Good logical thinking can break down a matter into acceptable modules and then solve them according to priority.

In addition to these capabilities, we also need to know the process of building user portraits, which can be completed in only two steps: one is to build static tags, and the other is to build dynamic scenes.

Figure 2-2 User portrait building process

In the process of seeking to build static tags and dynamic scenes, I had a lot of discussions with my friends. Static tags can be defined based on the distributed questionnaires, but dynamic scenes are very difficult to imitate actual scenes and to build real events (it only represents the cold start process from 0 to 1, and the real product can be built based on the in-depth user research process).

Therefore, when we were looking for information, we checked the paid knowledge on Knowledge Planet. Here, we would like to pay tribute to our predecessors. The templates in Figure 2-4 are selected from the lectures of Mr. Potti from Knowledge Planet, and static labels and dynamic scenes are constructed based on the actual situation of [Class Representative Products].

Figure 2-3 User level division

Figure 2-4 Static label real user card

As shown in Figures 2-3 and 2-4, users are divided into four types according to user levels: core users, secondary users, niche users, and negative users (the segmentation process - user group division is omitted, and I will write about it again when I have the chance).

By tracking people through the questionnaire obtained during the competitive product analysis phase, we can obtain static labels for users. The nicknames, gender, age, etc. in the above figure are all real information sources.

At the same time, based on understanding user habits and in-depth interviews, the user's personality and psychological characteristics can be portrayed. In this way, a static label for a user is established.

Next, you can build a dynamic scene based on the static tag (you cannot be too imaginative in this process, you need to implement user experience and establish a real scene plan).

Figure 2-5 Construction of real user dynamic scene

From the above picture, we can see the functional construction and refinement of the [Class Representative] product.

In fact, the process of building a dynamic scene is similar to telling a story, which is very similar to the STAR rule. When you don’t know how to build a platform, you can choose the story narration mode, from background introduction to the climax of the story and then to the final ending. Extract user behavior from this process, identify user needs, and ultimately transform them into functional enhancements.

3. Demand Analysis

1. Requirements List

Of course, as we continue to think wildly and brainstorm, we will inevitably have to make judgments about demand in the end. A demand that no one has thought of is not necessarily an exciting demand, but more likely a false demand. But for newbies who have just entered the industry, building such dynamic scenes is a great process for expanding their thinking.

In my opinion, the so-called demand analysis is to constantly wander in search of users' pain points, pleasure points and itch points. As for why a product can become popular, it is because after satisfying users' pain points, it constantly seeks new itch points and pleasure points in order to retain old users and expand new users.

So, based on the above two-step method, I constructed four user portraits for each user group, built nine dynamic scenarios under each portrait, and obtained the corresponding list of requirements.

Figure 3-1 Requirements list collection

The above list of requirements is summarized based on the construction of dynamic scenarios. In order to preserve some mystery of the [Class Representative] product, not all of them are listed (mumbling: although the product will not be launched, I always want to keep some mystery, stormy thinking).

As for how I summarized it, I would like to show you again: very rough and violent == copy and paste.

Figure 3-2 Crude and violent copy and paste display

From this, we get a list of requirements (the same goes for excitement requirements and optimization requirements. After building the dynamic scene, continue to copy and paste).

2. Functional analysis based on the Kano model

After sorting out all the lists of requirements, I began to think about the authenticity of the functions obtained by building the requirements. The disadvantage of wild imagination is that all the exciting requirements may be false requirements. So, I started looking for a way to distinguish.

From the demand perspective, I can break it down into different functions based on the table above. Therefore, the functional points can be identified as requirements.

The Kano model is a relatively basic discrimination model. You can read other articles to learn more about its principle. Here we only give the final discrimination results.

Figure 3-3 Kano model requirements analysis (the red box is circled by myself)

First, I used the questionnaire survey method to obtain the corresponding indicators, then used Fanbi to process the data and drew diagrams. Figure 3-3 is a diagram drawn when using it for the first time. The overall user experience is good. Novice users can also process data and draw pictures by trial and error.

IV. Conclusion

This article constructs user portraits based on static tags and dynamic scenarios, then organizes them into a list of requirements and describes the relevant requirements analysis. However, there are still many loopholes in the actual process, and we are currently trying to find ways to continuously optimize them. We also hope that this article can be better repaired after accumulating more experience.

Author: Baba Mushroom

Source: Baba Mushroom