? Who is the target user? What is the user's basic information? What are the user's preferences? What is the user's behavior? What is the feedback from users?
User's psychological law
? The premise of users' behaviors such as browsing news, buying goods and sharing feelings depends on the laws of mind. Under the influence of early behavioral psychology theory, many entrepreneurs tried to change the potential psychology of customers and even forced users to cater to the behavior of products. Perhaps there are many successful people among them, but more and more experience proves that it is often counterproductive to influence users with simple mechanical behavior and ignore the internal factors of users' psychology. Users' cognitive behavior towards products, services and sales is heartfelt, but users themselves often cannot understand or explain their real needs. With the development of cognitive psychology theory and the theory of psychological laws, psychological laws are gradually applied to various fields and become an important theoretical basis for studying user psychology. Product development, team management, marketing strategy, interactive socialization ... Under different scenarios, different use environments and different moods, the psychological processes generated within users will be different, which will eventually lead to different conclusions. How to guide users' latent psychology into their hearts has become the key to the success of enterprises. It is worth noting that enterprises should do their homework at the beginning of developing products and use the psychological laws of users to develop products that conform to the psychological laws of users; Instead of using products to test and study this topic in the development process.
The user's psychology will affect the user's current behavior. How does the law of mind affect the behavior of users?
First, the mind is often the first cognition, which is difficult to change.
In psychology, this phenomenon is usually called the first cause effect. The first cause effect, which we often say is preconceived, was first put forward by American psychologist Rochens. A certain cognition, once formed, is difficult to change. The first feeling of the user's brain input has a great influence on the user's later cognition.
In the process of user research, users are asked which platform to choose to book hotels, and users answer Meituan. Further, why did they choose Meituan instead of Ctrip and booking tickets? The user blurted out the first beauty group and got used to it. Once the preconceived ideas are implanted in the user's psychology, it is difficult to change. In this case, it is a terrible thing for enterprises to blindly follow the trend and ignore innovation.
Second, the perceptual value-seize the psychological vacancy
? "Emotion"-is people's attitude and experience about whether objective things meet their own needs. (Excerpted from Psychological Dictionary) The vocabulary is concise and the process is complicated. No one can express emotions in an accurate order of magnitude, and no one can control the direction of emotions. Emotion can be understood as external factors and complex psychological effects within users. Today's product design is not limited to meeting the material needs of users. Only by truly understanding the inner feelings of users and building emotional bridges with users can we make better products.
Still taking the hotel industry as an example, Hanting, a brand owned by Zhu Hua, once put forward the slogan "Love cleanliness and live in Hanting". As a business traveler, I travel all the year round and take the hotel as my home. And there are many hotels to choose from in every city and region. Hanting has attached a blue intimate label to the window of every store, the bedside and bathroom of every room: "Love cleanliness, live in Hanting". Small labels reflect a commitment and call to users. Grasping the vacancy of clean hotel in the eyes of users, it has a strong emotional resonance with users, thus promoting the improvement of hotel quality and performance.
Third, psychological cognition.
External things stimulate people's senses, feel the shape and structure of things through the senses, then process them through the brain, and finally connect with our past experience to form a cognitive model that we can understand. For a new product that is completely absent in the market, it is also necessary to establish mental cognition between users and new products. Users usually feel strange and exclusive about things that are not recognized. But what is certain is that users can gradually understand and be familiar with new products through guidance. Let users gradually get the satisfaction brought by new experiences.
For example, with the introduction of the concept of mobile payment, traditional shopping malls, convenience stores and even buses and subways have gradually shifted from cash and credit cards to mobile payment. As long as the user takes out his mobile phone and displays the payment code, he can complete daily activities such as shopping, cycling and payment, without even bringing a penny in cash. The good experience established between users and businesses has also changed our lives. An innovative product needs team research and development, operation promotion, market environment, user transmission and so on. It can be said that it is a long period from a new concept, new user behavior to habitual use by the whole people.
? The above aspects are the mental performance of users in enterprise product development, and enterprises should grasp these laws and update iterative products at a higher level. A good product must obey the laws of thinking. The control of products by enterprises is to grasp the target users. Knowing the advantages and disadvantages of a product in the eyes of users is the key to the success of a product.