Mastering "user thinking" is a necessary quality for Internet product operators

Today is an era where users and traffic are king. Whoever controls the entrance to traffic and has more users will be the most powerful. Therefore, mastering "user thinking" is particularly important for product operators , product managers , and marketing promotion personnel.

Before we talk about concrete user thinking, let’s talk briefly about Internet thinking

What is Internet thinking?

Internet thinking, this term is very hot now, so what is Internet thinking? I think Internet thinking is more like a rule. An enterprise or company playing and gambleing in the Internet industry can only maintain its competitiveness and avoid being eliminated by the times by following this specific rule.

The attachment point of the Internet is information, and its essence is the rapid flow of information. With the development of communication technology, its essential characteristics have become increasingly prominent. Now everyone is a source of Internet information, and everyone plays the role of a node for information dissemination. The development of science and technology has accelerated the speed at which information is transmitted from one node to another, the ways of transmission have continued to increase, and the frequency of information updates and iterations has continued to increase. For example, the emergence of Weibo and WeChat has greatly changed the way people disseminate information and communicate.

Internet thinking generally includes: user thinking, traffic thinking, data thinking, update and iteration thinking, fast and precise thinking, and platform thinking. In general, Internet thinking pays more attention to: improving user experience, traffic driving revenue, data driving operations , rapid iteration of product information, and the platform tends to adopt a model where basic functions are free and value-added services are charged.

What is user thinking?

Nowadays, many people like to elevate some things to the level of thinking. On the one hand, this makes them seem more high-end, but on the other hand, perhaps they themselves cannot explain it clearly. What is user thinking? I think it can be summarized as "empathy", thinking from the user's perspective, entering into and understanding the user's inner world.

The essence of user thinking: First of all, "user experience comes first". A good user experience must start from the details of products and services, and run through every small detail of execution, so that users can feel it, and this perception must exceed user expectations and bring surprises to users, running through the entire process of communication between brands, products and consumers. To put it bluntly, it means making users enjoy the product and making them enjoy it all the time. WeChat's folding of public accounts and the ability to withdraw messages are typical "user experience first" choices. The ability to withdraw messages meets users' needs for information confidentiality and self-destruction after reading.

Second, “sell a sense of participation.” For example, when Xiaomi was developing MIUI, it involved Mi fans in making suggestions and requests, which were then improved by engineers. This greatly enhances the user's sense of ownership and increases their self-identity. Xiaomi uses activities such as the Popcorn Forum, Mi Fan Festival, and City Meetings to solidify the feeling of "I am the protagonist" among users. Xiaomi has universal customer service, and everyone from leaders to employees are customer service staff. They all maintain continuous dialogue with fans to solve problems at all times.

Let’s take a look at “user thinking” from the perspective of product operation.

The core task of product operation is to connect products and users, play the role of a link and a booster, and make the product develop in the expected direction.

1. Product positioning

The commonly accepted definition in the industry is: what kind of functions are used to meet the needs of what users in what scenarios.

By clarifying these four issues, the direction of target user portrait construction and subsequent product publicity and promotion will become clear.

2. Analysis and construction of target user portrait

User portraits are real and comprehensive prototypes of product user groups, that is, who will use the product, their social attributes, living habits, consumption habits, gender, region, their demands, pain points, etc.

Simply put, it is to label users, pay attention to two points:

① Adding weight to each feature label will help to classify users and highlight a specific function of the product;

② The more detailed the user labels are, the better, because detailed labels can refine the pixels of the user portrait, making the outlined user comprehensive prototype clearer and more three-dimensional, which is conducive to the improvement of later product functions. Because different users have different demands for products, some users (basic users) can meet their needs with the basic functions of the product, while other users (value-added users) require more powerful additional functions of the product. We can divide user quality by user labels.

3. User usage scenario construction

In the era of mobile Internet , we should pay attention to the construction of user scenarios whether in product design or product operation and promotion . When operating the product, operational methods are integrated into the scenario to meet the user's segmented needs, create surprises for users, and improve user experience.

Provide users with scenario-based guidance during product promotion. First, attract the attention of potential users through a certain promotional point, then set up certain suspense and conflict points to arouse the potential users' interest in use, then provide a perfect experience to arouse the users' desire to use, and finally provide high-quality services to convert users into loyal users and promote word-of-mouth marketing . During the use process, users' doubts can be dispelled step by step to improve their usage experience.

For example, one day when you are going home after get off work, it is raining heavily outside and you can’t get a taxi. At this time, if someone drives to the door of your company and says, "I am a driver for Didi, Shenzhou... and I am willing to take you home, and it is cheaper than a taxi." So are you very willing to sit down? Are you likely to tell your friends about this?

This case takes advantage of a very detailed scenario-based demand, but this demand is very rigid.

4. User data and value mining

Learn to mine and analyze user data and enable users to drive product operations. For example, when analyzing the DAU of an APP, how would you break it down? In fact, it can be broken down into the number of daily new users, daily active users and daily retained users. The number of daily new users can be broken down into channel cooperation, online activities to attract new users, offline promotion to attract new users, etc. Channel cooperation can be broken down into major application markets , exchange of volume , flashing, cooperation with specialty stores, etc.

To give another example, we know that Xiaomi has a very rich product line, but many times Mi fans buy not only Xiaomi products, but also the word "cool". Xiaomi positions its users as mobile technology enthusiasts born in the 1980s and 1990s. It uses young people's favorite communication methods such as Weibo and WeChat to talk to users and solve various problems.

In addition, Xiaomi continuously explores user value through long-term accumulation of user information and user data analysis , launches user experience activities, and interacts with heavy users to form the Xiaomi fan circle.

5. Products and information are constantly updated and iterated to provide differentiated services

The continuous updating and iteration of products meets the different needs of different users and improves user experience. This is because users of different qualities have different requirements for product functions. At the same time, as products are updated and iterated, it also becomes a publicity point to support information dissemination. Only when products continue to change and information is updated quickly will it not appear to be whining. This places higher demands on the company's innovation and R&D capabilities.

Of course, if the product updates cannot keep up, then you can only engage in gossip, engage in verbal battles with competitors in the industry, and hire some internet trolls to post soft articles on forums and bulletin boards to maintain exposure.

Providing differentiated services, a typical example is that basic functions are free and the profit model is value-added services. For example, QQ, iQiyi, Baidu Cloud, WPS, etc. all have VIP user gradients.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @徐攀辉 is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!