Practical Tips | Teach you how to write a product experience report that will make HR scream (taking Baidu Maps as an example)
|
During the job search process, a complete product experience report will greatly increase your resume passing rate and gain interview opportunities. In the following article , the author writes a product experience report on Baidu Maps from several aspects including product overview, market status and analysis, competitive product analysis , and user opinions. After reading this, you may also try to write a product experience report that will make HR scream. Product Overview Experience environment APP version: Baidu Map v9.1.5 Experience time: 2016.4.26 Operating system: ios8.4 Product Summary As a must-have APP for mobile phones, map software is increasingly used in life. According to an Internet data survey in the first quarter of 2016, Baidu Maps ranked first in the industry with its high user conversion rate , steadily growing number of loyal users and complete life service layout. Baidu Map is an online map search service provided by Baidu, which includes basic functions such as route query, route navigation, location search, and positioning. In addition, Baidu has optimized travel service solutions and planned to improve the service ecosystem around travel scenarios. Product Positioning: Baidu Maps is based on powerful map functions, cooperates with more scenarios, and completes more services, creating a comprehensive local life search platform for users with travel needs and offline merchants. User Needs Analysis A. User Group All user groups with travel needs in modern society B. User Characteristics ● Crowd portrait: The age range is mainly between 15 and 45 years old. Most of the people who use map software are male, 78% male and 22% female (data from the first half of 2015). In the future, as life services become more oriented, the proportion of female users will gradually increase. ● Crowd portrait: The age range is mainly between 15 and 45 years old, and most of the people who use map software are male (78% male, 22% female). In the future, as life services become more oriented, the proportion of female users will gradually increase. ● Users searching for travel: they need to plan their travel routes in advance and like to use their mobile phones to check routes; they need navigation information while driving; they are not familiar with the environment around the destination and need to know about surrounding life services. ● Merchants providing life services: They have their own business locations in the local area and can provide users with a variety of services offline. ● User portraits: divided into two typical categories Unmarried people without a car Married people with cars C. Target user needs Life services based on LBS. The current development of online maps is no longer an ordinary navigation or positioning tool , but an ecosystem that can accommodate a variety of commercial content. From the user's perspective, users are more inclined to the entire process of demand - "select-find-use", from choosing a travel destination, to finding the best route to reach the destination, and then to better enjoying services at the destination. The transformation of Baidu Maps' full-process demand satisfaction reduces the burden of user operations and decision-making, more fully meets user travel needs, and highlights the strong strength of Baidu Maps in the current competitive landscape. Market Status and Analysis Target market size According to iMedia Research data, as of the first half of 2015, the scale of mobile map users in China reached . 553 million people. With the popularization of mobile Internet and the improvement of people's living standards, mobile travel will be favored by more and more people, and the scale of mobile map users will continue to grow. In terms of market structure, Amap and Baidu Maps occupy most of the market and their leading advantages have increased. Amap Maps ranks first with a 30.7% share, and Baidu Maps ranks second with 27.9%. The competition between Baidu Maps and Amap Maps will continue in the future. Market characteristics In the first half of 2016, there was still fierce competition between Baidu Maps and Amap. On April 19, 2016, Baidu Maps announced that it would add 150 countries and regions to its online presence, accelerating its overseas expansion. At the end of 2015, Baidu Maps teamed up with Baidu Nuomi online catering merchants to create panoramas of outside and inside stores. Baidu Maps has increased the coverage of panoramic maps and has become an important tool for indexing the real world. Through the panoramic map, users can get an idea of the hotel, street, and restaurant lights before arriving at their destination, which makes it easier for Baidu Maps to make layouts in the 020 area, helping users make decisions and greatly improving their consumption experience. In general, Baidu Maps has now completed the transformation from a navigation tool to a service platform (navigation services, Internet of Vehicles, local life O2O and other comprehensive surrounding life services). Amap relies on the LBS open platform and professional capabilities to provide users with better navigation services. Market development trends In addition to solving users' rigid needs such as search, positioning, navigation, and route planning, mobile maps also take into account users' local life service needs such as "food, clothing, housing, transportation, food, drink, and entertainment." Users' views on and usage habits of mobile maps have also quietly changed. In the future, with the development of technology, mobile maps based on LBS local life information services and further integration of O2O will also meet the needs of more users in all aspects. Product Analysis 3.1 Product Structure Diagram 3.2 User Usage Flowchart Main Function Usage Flow: User looking for a destination/User looking for surrounding services ● The flow chart of a user searching for a destination is as follows: ● The flow chart of users searching for surrounding services is as follows: 3.3 Functional Experience Analysis 1. Macro level: Macro level: The demand for a product determines its functionality, and the architecture of the functionality forms the skeleton of the product. Baidu Maps puts search at the highest level in terms of product functions, including text and voice search, which makes it very convenient for users to search for places or services. Surrounding services, paths, panoramas, and city exploration are on the same level as me. Surrounding services are Baidu's O2O entrance based on LBS. At the same time, city exploration can better help tourists become familiar with the local environment and experience the special services of the tourist city (for example, Hong Kong city exploration has added Apple experience stores, celebrity film and television related, bars, special streets, etc. according to local characteristics). The coverage of panoramic views of different locations also helps users to understand the destination more realistically, thereby helping users to make better decisions on travel services and optimize travel routes. These special features attract users to use it more frequently and enhance the usage depth of Baidu Maps. However, the display format of search results and service presentation still needs to be optimized and improved. The following is an analysis of the pros and cons from a specific level. 2. Specific level: For service search results (such as food, hotels, attractions, etc.), the same number of results is displayed by default, which is inaccurate and has little meaning for user reference (for example, 760 results are displayed for both food and hotels). The results are displayed in a floating style at the bottom, and personalized selections can only be made by swiping upwards (there is no operation guidance for users when swiping upwards), resulting in a poor user experience. The default sorting order is not closest first, nor is it affordable first, etc. The services listed in the front cannot attract users to make subsequent reservations and orders. Some of the service thumbnails displayed in the front are missing, resulting in a poor user experience. It is recommended that search results provide upward sliding guidance, the result number prompts be changed to cost-effective service recommendations, and the service content display needs to be completed. On a single service page, the bottom navigation bar is not very obvious, resulting in a weak motivation for users to comment and share. Currently, most of the service reviews on Baidu Maps come from Dianping.com and Qunar.com, and user interaction on the platform itself is not strong (possibly because the service details page is too deep). It is recommended to optimize the UI of the service details page to stimulate users to comment and contribute content. Although some offline products provide panoramic pictures, you can only see the exterior and not the interior. Although a live broadcast area is provided, most of the content is advertising pictures. The live broadcast content is not consistent with the services provided and cannot stimulate the user's vision. The display of O2O service details needs to be improved. City Exploration is a feature provided by Baidu Maps in combination with Baidu Travel. It provides a basic introduction for people who like to travel. They can filter by local attractions, shopping places, food, etc. However, when you click on each filter item, the content presented is too simple and the visual experience is rather messy. For example, many of the must-see attractions on the list do not have thumbnails or general introductions, and the recommended places or services are not sorted, which cannot better help users choose where to go. The content on the service details page is rather messy (many of them have no introduction or comments). It is recommended that the content of the panoramic exploration function needs to be enriched and improved, and the content presentation UI should maintain visual consistency as much as possible to help travelers make better decisions. The second point is about discovering the secondary page of surrounding services. If you open the tourist attraction guide and directly connect to the Baidu Travel app download page, it will easily lead to a high user bounce rate and prevent users from seeing the guide content they really want to see. The shopping guide introduction is basically all text, and the layout of text and pictures is messy, so users cannot see the key points. The guide introduction is simple and cannot help users decide where to buy, what to buy, etc. Competitive product analysis In April, both Amap and Baidu Maps underwent important updates, namely Amap 7.6.6 and Baidu Maps 9.1.5. Amap, Baidu Maps' biggest competitor, has also established an ecosystem around travel and location information services. Both giants have gradually completed the transformation from simple map tools to smart maps for life services. Although they seem to be very similar in strategy, their features and user experience are still different. The following is a comparison of core functions and visual interactions. , Route planning capabilities: The core functions of the map app (Amap on the left, Baidu Map on the right) Taking Shenzhen Luohu Station to Shenzhen North Station as an example, the difference in route planning capabilities of the two maps can be seen. Open Baidu Maps, enter Shenzhen Luohu Station and Shenzhen North Station as the starting point and the end point respectively. Baidu Maps plans three routes for users, namely, less time-consuming, fewer traffic lights, and plan three. The preference button in the upper right corner can be used for further filtering (but it is not very intuitive, and users need to set the presentation of the three plans, which is more troublesome). Amap also provides users with comprehensive information on how to avoid congestion and taxi fares, and the start navigation button is more eye-catching. At the same time, at the final destination, Gaode Map can provide indoor maps and switch indoor navigation routes, such as the indoor store area of Shenzhen North Station, to avoid users having to find multiple exits when arriving at their destination, while Baidu Maps does not provide indoor navigation. Surrounding services (Amap above, Baidu map below) The second-level surrounding services of Amap display weather, locations, activities, driving topics, nearby places to visit, and service classification elements. The entire page UI design is clear and the content is rich, providing a better information display. The driving topic allows car owners to quickly find car-related services. You can find information about nearby food, hotels, news, etc. in the Nearby Places section, which is quite readable. Baidu Maps does not have that many elements, and users need to click down to other levels, especially the four guide pages, where the content is presented in a single format and is more related to the nature of tourism. The content of the guide details is relatively messy (text and pictures are arranged closely). Visual experience level (Amap on top, Baidu map on the bottom) Baidu Maps, as always, only has a "Route" button on the homepage, while "Nearby" and "My" are "hidden" in the upper left corner and lower side of the screen. Although this makes the homepage simpler and less prone to making mistakes, it is not very convenient for unfamiliar users. It is easy for users to lose track of these buttons and thus the functions they need, making it inconvenient to use. Amap has revised the visual UI of its homepage. After opening the software, we felt the obvious difference from the previous version. The new version of Amap’s homepage icons has been reduced from 4 buttons to 3. The "Route" and "Navigation" buttons in the original version have been merged into one "Route" button, which is visually simpler and more beautiful. Users only need to click the "Route" button to directly enter the destination, select the mode of transportation, route planning and start navigation. This is more convenient than using the original two functions separately. Moreover, when driving, the enlarged buttons make it less likely for users to press the wrong buttons, making driving safer. User comments In general, the revision of Baidu Maps has made users, in addition to using the basic map navigation function, gradually become more and more fond of travel services that integrate food, accommodation, tourism and other life services. Map products have effectively solved the problems of "where", "where to go" and "how to get there". Based on the problem of "where", Baidu Maps has enriched the surrounding life services by combining life scenarios. There will be duplication of attractions, food and shopping content in columns such as attraction guides and shopping guides and the top navigation bar. The details of the content in the guide need to be improved to be more in line with the travel scenario. In the "how to get there" question, the usage scenarios provided by Baidu Maps are not as rich as those provided by Amap. For example, the need for voice search along the way, finding places along the way, taking taxis along the way, etc. These user scenarios can more effectively increase the frequency of use. In general, Amap has more surrounding service scenarios than Baidu Map, and its visual style is more prominent than Baidu Map. As a leader in information services, Baidu still needs to think and improve on its efforts in deeply exploring life consumption services. As its strongest competitor, Alibaba's product, Amap, can more conveniently explore user needs with the help of Alibaba's consumption and tourism big data, and provide a more humane user experience, and has the potential to create more high-frequency scenarios in the future.
|
Recommend
How can the photography industry find the blue ocean of traffic on Douyin?
According to Guanyan Tianxia's "2020 Chi...
How to optimize and quickly increase the number of app store users?
On my first day at CallApp, the CEO gave me an ex...
B-side new media operation skills!
"Video" and "community" are u...
Tips you need to know about live streaming
In 2019, "Li Jiaqi" and "Viya"...
Baiguoyuan’s private domain growth strategy!
Today’s case is a complete breakdown of Baiguoyua...
[Case] Start from the scenario and make your fear marketing more effective!
In life, we always make various purchasing decisi...
Python skills courses that professionals must learn
This course is from NetEase Cloud Micro Classroom...
What are the functions of the Guangzhou Auto Mini Program? How much does it cost to develop a WeChat car mini program?
In 2021, China's car ownership will reach 350...
Waist reduction strategy: core repair of the rectus abdominis
Waist reduction strategy Rectus abdominis core re...
Learn how to build a membership points system in one article (Part 1): Building a membership system from 0 to 1
Member points systems are very common in today...
In these three information flow cases, how can the customer acquisition cost be controlled within 60?
Today I bring you several excellent information f...
How to promote an H5 that cost 20,000 yuan?
Weibo, WeChat, H5, offline activities ... If you a...
90 days of proven effectiveness, 4 new methods for account building!
SEMers will try new jobs after a period of time. ...
Silicon Valley Big Data Project Data Warehouse 5.0 Preview Edition
Silicon Valley Big Data Project Data Warehouse 5....
A complete guide to the 2019 Tik Tok promotion plan, everything you want to know is here!
While TikTok is reaping the benefits, everyone wa...