Analysis of user portraits built by B station’s food-broadcasting users!

During the entire life cycle of product development, based on specific development needs, we study the behavioral characteristics and underlying mechanisms of large and small user groups, provide professional insights and practical suggestions, help products improve usability and ease of use, and identify some potential pain points. By interviewing B station's food broadcast users, we can find out the pleasure points and pain points of this group of users. Can we conduct relevant commercial realization for B station and build user portraits? What kind of help can it provide to product managers and what value can it bring?

01 Basic introduction to user research

During the product life cycle, whether it is in the embryonic stage of the product, who are the target users? What are your needs? What are the product usage scenarios? Or during the product promotion period, study the user's usage processes and cognitive preferences. Or during the stable development stage, study the user's experience, behavior and cognition. User research is carried out from beginning to end.

So how can product managers use the results of user research to feed back into real work? Here we need to be clear about what the main output of user research is.

1. Attitudinal preferences: Includes what types of activities players like in the game. Products can adopt different strategies for different activities
2. Behavior: where and when the product will be used. The product refines and iterates some functions according to different behavioral scenarios
3. Experience/evaluation: What are the pain points of using the product? Optimize products for pain points
4. Needs: What functional needs are met and what emotional needs are met. Maintain the functions of charm attributes and optimize the functions of reverse attributes.
5. Awareness: Educate users when they are unfamiliar with product features. The product iterates new features based on previous education paths, which helps reduce user learning costs.

If we refine and condense the above research results, this is our common user portrait .

The so-called user portrait is a virtual character that brings together the typical needs and characteristics of real users. It helps product managers and designers understand the real needs and usage scenarios of users. In the process of demand review meetings and development, it enables the production and research teams to always communicate, design and develop around the core demands of typical users.

Next, we will build a user portrait by investigating the pleasure points and pain points of users of Bilibili’s food broadcast channel.

02 Build User Profile

There are three steps to building a user portrait:

1. Clarify your goals and select your audience
2. Recruit and interview target users
3. Abstract pattern, building portrait. Abbreviation: look, chat, abstract.

Step 1: Aim

Clarify your goals and select your target audience. Taking the case in this article as an example, the goal of the research is to discover the pleasure points and pain points of this group of users by observing the food broadcast users of Bilibili, and whether it is possible to carry out relevant commercial realization for Bilibili.

Step 2: Chat

Recruit and interview target users. How to recruit target users? First, draft a recruitment plan as follows:

• Recruitment number : It is expected to recruit B station users who often watch food broadcast channels for interviews (about 8 people)
• Recruiting group: Users need to be interested in food broadcasting, and based on behavioral data, screen those who watch food broadcast-themed video content at least once a month. It would be best if they are familiar with a few popular food broadcasters and can prove that they are users who frequently watch food broadcast channels.
• Recruitment method: By selecting comments and replies on popular food broadcasts, randomly select active users to invite them via private messages or in-site messages, and when inviting users, tell them that there are some benefits, etc. During the recruitment process, it is best to add the user’s personal WeChat or QQ, so that you can identify some users who are willing to share and be interviewed, so that you can have in-depth communication with the users.

Before recruiting, you need to prepare an interview outline for user interviews. Here are some tips for making interview outlines: open first, then force selection, to reduce preconceived hints and guidance. For example, you shouldn’t ask questions like “Do you like our products?” at the beginning. Start the conversation with some simple open-ended questions, chat about daily life, etc., and then conduct an in-depth interview based on the points raised by the user.

The interview outline and content are as follows:

Opening remarks : Welcome to our research interview, and thank you for your cooperation. Next, let’s talk about your views on our B station’s food broadcast column. Can we start?

Q : What is your occupation? What do you like to do in your daily life? Do you have any hobbies? What kind of food do you like to eat?

Answer : I work in the education industry and am an English teacher. I like watching TV series, making diaries, and reading trending gossips. I like Korean food, hot pot, and desserts.

Q : Do you know what the full name of Bilibili is that everyone often mentions? What was your first impression of him?

Answer : bilibili, my first impression is that it’s all anime. I don’t quite accept the two-dimensional style and I don’t like the homepage that is full of anime elements.

Q : So what kind of video APP do you like?

Answer : Renren Video, Korean TV

Q : How long have you been using Bilibili? What is the level? How did you get to know Bilibili? What functional modules do you usually use?

Answer : I have been using it for 5 to 6 years. I don’t like posting comments and my rating is very low. I first came into contact with Bilibili because it had many movies and no advertisements. I usually like the beauty module, food broadcast module, and diary module.

Q : What time period do you usually watch food shows on Bilibili? Should I use a mobile phone or a computer?

Answer : Watch food shows on your mobile phone before going to bed at 11pm.

Q: Why do you want to watch food shows?

Answer : 1. You can’t eat it yourself, but it feels good to see others eating it, it’s a mental pleasure. 2. You can’t eat it when you are losing weight. 3. Women must always lose weight!

Q : What types of food shows do you usually watch? (Tip: seafood, instant noodles, big eaters, chicken legs, lamb chops, frozen food)

Answer : Noodles, desserts, pork elbows, and Korean anchors’ eating shows.

Q : Which anchors do you usually follow? Or just take a look?

Answer : They were recorded by internet celebrities such as Hong Kong Food Drifting and Zhang Xixi, as well as Korean food broadcasters.

Q : Which experience do you think is better and which is worse when watching food shows on Bilibili?

A : There are many types of videos and high traffic. You can watch anything you want, including domestic and foreign videos. I don't think there is any bad user experience.

Q : Do you think you still have any unmet needs for food broadcasting?

Answer : Mainly because there are no purchase links related to the (food broadcast) content. If you can buy the food that the blogger eats, you can try it haha.

Q : Do you have any suggestions for these problems?

Answer : 1. Add purchase link function, 2. Effectively control the behavior of bringing goods, mainly to avoid false propaganda and false advertising

Step 3: Abstraction

Abstract pattern, building portrait. Abstract user portraits should be created based on the commonalities of the group and the individual characteristics of the segmented group. Due to resource and time reasons, only one user was interviewed here. However, you can also abstract a user portrait based on this interview.

User Profile

Finally, check the objectivity of the portrait compiled, and make sure it can reach a consensus within the team and be helpful to the product.

03 Conclusion

Based on the results of this survey, we can abstractly summarize that the pleasure point of users of Bilibili's food broadcast channel is the mental bingeing that gets more and more pleasurable the more they watch; the pain point is that the content of food broadcast by many hosts is sometimes very tempting and you really want to eat it. I hope there will be a purchase link function to directly purchase products, and be able to effectively control the behavior of bringing products, mainly to avoid illegal promotions and false advertising.

Iterable points:

1. Non-live e-commerce product lines
2. At least there is a link to purchase the product from within Station B for commercial conversion
3. Other users’ feedback on the product, reducing the risk of false advertising

This has been elevated to the level of commercial value. If Bilibili wants to engage in e-commerce, it can use this as an entry point and realize monetization through conversion traffic.

Finally, it is actually meaningless to talk about this research direction today. Why?

instruct

Since many eating broadcasters behave improperly, they eat and then spit out the food, which is a serious waste of food. Various platforms have begun to rectify food broadcasting. Now when searching for food broadcasts on Bilibili, no relevant content can be found, so as to avoid waste.

Search results for eating broadcasts at Station B

This survey was conducted around June, and President Xi gave instructions in August. Therefore, when you are developing products and conducting research, you must always pay attention to the core socialist values ​​and the Politics of PEST. Pay attention to what to do and what not to do to avoid wasting company resources.

Don’t just focus on making products. The world out there is huge and complex…

Author: Zhang Wenjing

Source: Zhang Wenjing