Mind-reading of demand analysis

A product is anything that can be supplied to the market, used and consumed by people, and can meet people's needs. Including tangible goods, intangible services, organizations, ideas or their combinations.

The core of the product lies in grasping the demand.

According to the PMF principle, only products that meet the market demand can be established.

The kano model and hmw system are used to decompose the user requirements, and the requirements definition and priority identification are obtained.

Five-step method of requirement mining based on 1 and kano model

Step 1. Put forward two demand problems.

Do you have this function/service? (A likes it very much, B should, C doesn't matter, D reluctantly accepts it, and E doesn't like it very much)

What do you think without this function/service? (A likes it very much, B should, C doesn't matter, D reluctantly accepts it, and E doesn't like it very much)

Step 2, find the corresponding relationship in the table.

A charm attribute: nothing does not affect, but it will be amazing.

O Expectation attribute: Without it, you will be disappointed, but with it, you will be happy.

M essential attributes: Yes, you should. If you don't do it, you will be disappointed.

I indifference attribute: it doesn't matter if there is one.

R reverse attribute: it will be unpleasant if you have it.

The third step is multi-person statistics.

If many people score, calculate the sum of the proportions of different attributes to see which attribute of this function has the highest score.

Step 4: BI\SI calculates the advantages and disadvantages.

Use better-worse coefficient calculation, better: increase the degree of experience improvement through this function, worse: reduce the degree of experience improvement by removing this function.

A better formula: SI=(A+O)/(A+O+M+I)

Worse formula: DSI=(M+O)/(A+O+M+I)

Step 5, multi-demand four-quadrant table comparison.

Take the average value of SI and DSI of multiple demands as the horizontal axis and the vertical axis.

The same attributes give priority to higher-value requirements.

Summary:

Focus on better's most valuable needs and spend your time in valuable places.

2.hmw, find the model of optimization mode.

When the requirements are determined, we need to find the optimization point of the requirements. Here we can use hmw model.

Five steps of hmw:

Step 1. Question: Define user scenarios.

User-Scenario-Problem-Goal to Solve

For example, community owners can't find a car wash shop when they go home at night, so they need to meet the needs of car washing at night.

The second step means: hmw decomposition problem.

1) Positive:

Benefits for users: make an appointment in advance to enjoy the night car wash discount, and share it with friends to get a car wash coupon.

User-friendly: support online booking.

Make the experience interesting: show off that the car wash shop downstairs can wash the car in place.

2) Transfer:

Let the system push users: notify users by SMS, and the car wash shop downstairs is open at night.

Let third parties push users: fission activities let users forward to each other.

Let the third party solve it: let the property send a notice to facilitate car washing activities.

3) no:

Let users have to: only the coupons of the day stimulate users to place orders immediately.

You can do it without doing so: make an appointment at another convenient time.

4) Dismantle:

Cooperate with the property to facilitate people's activities, push all owners, give away coupons that were used on the same day after landing, and get car wash coupons after washing and sharing.

5) brain hole:

Hold an idle flea market in the trunk of car wash, sponsor by name, and sign in to send car wash coupons.

The third step, scheme: divergent thinking and brainstorming.

Step four. Priority: sorting.

Step 5, MVP: process and prototype design

1. What is the goal of competing product analysis?

Competition: formulate targeted countermeasures

Product: Understand user needs.

The core of competing product analysis: borrowing fakes to fix the truth and completing pmf research.

2. Five-layer method to understand the core logic of competing products

Strategic level: corporate vision, product positioning, demand control, user habits, business model.

Scope layer: main functions, core functions, secondary functions, functional architecture and business process design.

Structure layer: information architecture, general functions, characteristic functions, implementation and user process analysis.

Framework layer: operation, interactive framework, interface design, navigation design, label design, etc.

Presentation layer: visual presentation, layout, color matching and typesetting.

3-6 Steps to Develop Target Strategy for Competitive Products

Step 1. Find and confirm competitive products.

The second step is to decompose the five-layer characteristics of products in each stage.

Step3, the characteristics of the stage of dismantling competing products and the big version

The fourth step is to confirm the status and stage of your product.

The fifth step is to make a targeted optimization plan.

The sixth step, summary and recovery.

4. Different stages of product development and corresponding strategies.

1) Entrepreneurship: Market Verification, MVP

2) Complete MVP verification: small launch, follow-up and micro-innovation.

3) staking: the accumulation of key node resources

4) Substantial expansion: increase and acquire customers regardless of losses.

5) High competition: gain a firm foothold, clear the field and set fire to the camp.

6) Expanding income: increasing income points and raising the payment rate.

7) recession: reduce costs and find new business.

RFM mode and user segmentation system, hierarchical and refined operation for users.

Overview of 1 and RFM model

R: The time interval of last consumption refers to how long it has been since the last consumption of users. The smaller the r value, the higher the user value.

F: Consumption frequency refers to how many times the user has spent in a period of time. The greater the f value, the higher the user value.

M: Consumption amount refers to the consumption amount of users in a period of time. The greater the m value, the higher the user value.

2, corresponding to the user classification rules, targeted operation of users.

In particular, the first category is important value users who need to provide VIP services.

3. Application of 3.RFM model

Step 1: Calculate the values of r, f and m (consumption time interval, consumption frequency and consumption amount of each user) by using the original data.

Step 2: Score R, F and M with numerical values (1-5 from low to high).

Step 3: Calculate the average (lower than the average is low, higher than the average is high).

Step 4: Compare the user classification rule tables to get the user classification.

4. Improve the stickiness of low-frequency products.

1) Low-frequency products should add high-frequency functions, and consider promoting the combination of creativity and user growth system.

2) Attract content and integrate high-quality content closely related to users into low-frequency products.

3) Diversion+improvement of daily life

5. Hook model (addiction model): improve the retention of 15% designed products.

Four steps:

Step 1: Trigger-Step 2: Action-Step 3: Reward-Step 4: Investment.

1, five-step design of user-generated products

Step 1: get. Advertising acquisition, old user recommendation fission

Step 2: Activate. Experience the core function, first impression

Step three: keep it. Why do users want to stay? (Active &; Passive)

The fourth step: transformation. Advertising and payment (value-added services)

Step 5: recommend. Incentive mechanism.

2. K value of virus coefficient

1) What is the virus coefficient k?

How many new users can each existing user successfully bring? This very important variable is called "virus coefficient k". The greater the k value, the greater the radian of the growth curve and the better the fission effect.

2) How to design virus coefficient transfer genes?

Six principles of virus infectivity: steps

Social currency (social currency)

Trigger (trigger)

Emotion (emotion)

* * * Sex (public)

Practical value (practical value)

Story (story)

There are many methods of demand analysis, and the effectiveness of demand analysis can be improved by using models. Demand analysis is just the beginning. How to design effective strategies, stimulate users' conversion, and finally create commercial value is the ultimate goal.