Text/package

This is a very good product design thinking transfer book. This introduction sounds boring and textbook-like, but in fact, this book is not brain-burning, and it is very readable.

Because its typesetting is ppt style, the words are few and meaningless, and the key contents are clearly marked, which belongs to the elite note book.

The author's name is Kathy Sierra, and the introduction says: K is well versed in product interaction and cognitive science theory, and is good at creating user experience methods and cultivating lasting and loyal customers.

After reading the content, I deeply feel that the author has a deep foundation and is proficient in user thinking. Summarize what impressed me and made my eyes shine:

First, thinking about realizing users.

This part is the most enlightening. Perhaps everyone knows that product design and promotion should use the user's thinking, but the author has deepened this thinking direction.

It tells readers that the products with the best quality may not sell the best! In other words, good quality does not mean that the product is successful.

What product is the most successful? Answer: products that make users feel great.

If your product has a good reputation, users say; This product is great! Don't believe this, you have to understand the meaning: how can I be so great!

Users say they like this product because they like themselves! Products can't make users great, even the best products are self-indulgent!

Generally speaking, products should pay attention to the needs of users. So: 1) There are no excellent products, only excellent users. 2) There are no great products, only great users.

If you get through this logic, you will find a breakthrough in peer competition: don't compare excellent products with excellent users, the competition here is smaller and more conducive to fission.

So the root of this logic is that you have to think about what your product can help users achieve. Or what skills?

There are three questions in the book to help you think: 1) What can't be done without your product; 2) How can people make better use of your products? 3) Make full use of your products, and people can do what they can't do now?

There are also some questions to help you think about the positioning of the product: 1) What field do you belong to? 2) What field do you and your competitors belong to? 3) What is your bigger and more attractive application scenario?

Therefore, a better view of users is not to build better tools or services, but to build better users.

For example, don't build a better camera, build a better photographer; Don't build a better electric drill, build a better DIY expert at home.

Second, the tentacles of the product should extend to the users of the users!

The angle of thinking is this: instead of thinking about "what should we do to get more attention on social media", we should think about "what should we do to help our users get more attention on social media".

Don't think: what should we do to get people to talk about our brand; But think about it: what should we do to get people to talk about our users?

Don't think about "defining our mission", but "defining the mission of our users".

Don't think: what can we do to make people understand our value? Thinking: What can we do to help people understand the value of our users?

Let our users perform better than other users.

Third, when using products to help users build skills, we should keep users' desire for continuous success.

If your product can't help users get sustained interest, you will definitely face failure.

If users no longer use your product, you need to think: What is holding users back? Rather than simply optimizing products or using additional incentives, such as discounts and benefits.

Help users become proficient experts forever, that is, let users become excellent from mediocrity. Then it is not just to provide products, but to add value to products.

It is necessary to design a growth management system for users, such as the level of Taekwondo, which has a clear level and every small progress can be seen and recognized. In this way, users can have internal motivation to continue to use products and make their progress meaningful.

Fourth, products need to have a foolproof mechanism, otherwise it will occupy users' cognitive resources and reduce users' interest in products.

To put it bluntly, users are not allowed to use their brains in product use! Don't let users study your product, let users get started quickly and use it happily!

Fifth, we should turn what users want to do into what users' brains pay attention to, so that users have the desire to use it.

What does the human brain pay attention to? Will pay attention to scary and threatening things; Will pay attention to things that can trigger emotions; Will pay attention to weird, surprising and unexpected things.

Therefore, before users are interested in products, don't try to attract users with the power of products. After all, users only care about themselves and how this product makes them great, get attention and succeed.

To sum up, in fact, the essence of designing products is to serve the society and the people, so the saying that customers are God will become a classic. It is right to consider customers more when selling products.

Excerpts from some notes in the book:

1. What has a sustainable and successful product or service done? In what ways can your product make customers surpass? )

1。 The products with the best quality are not necessarily the best-selling products.

2. Let people form word-of-mouth communication, but don't let people talk about the marketing activities of products, but let people talk about the products themselves.

3. The recommender must be someone (or thing) whose trust is much higher than the brand.

The key to the success of word-of-mouth communication is, what does this product help users achieve? Let people talk about the changes in product use.

5. The key feature of sustainable success is not the product, but the user. Find similarities between successful users.

6. Successful users are excellent users. Not an excellent product, but an excellent user; Not a great App, but a great user.

7. Compared with excellent product performance, the competition threshold based on excellent user performance is lower.

8. Excellent users = excellent user results.

Second, in what ways does your product perform well?

Idea a:

1. Imagine that there is a gadget X.

2. What can the X tool do for us?

3. What can't be achieved without the X tool?

4. What can people do better with X tool now? 5. If we can make full use of all the functions of X tool, what can't people achieve now?

Idea b:

1. What field do you belong to? (outstanding in what aspects? )

2. What field do you and your competitors belong to? What is the application scenario of your product or service? )

3. What is your bigger and more attractive application scenario? What subset are you? )

4. People don't want to be good at using tools. They want to excel in the results that tools help them achieve.

An excellent marketing plan should focus on what potential users really want to do. They don't want to excel in our products or services, they want to excel in helping their products or services.

6. It is the application scenario that inspires people's desire to get more and better tools.

Three. Other suggestions

1. Don't just upgrade products, upgrade users. Higher-end and concentrated customers will have a stronger perception to appreciate even the subtle differences brought by your products, thus giving higher evaluation. )

2. Users with outstanding performance always talk a lot. Fact communication is more effective than word-of-mouth communication. )

3. Excellent customer service does not mean that users perform well (great customer service sounds like user-centered, but it is often disguised as user-centered behavior by company-centered behavior. No matter how to satisfy users' feelings and emotions, it is still a kind of pseudo-Excellence if it can't help them further improve and grow in skills, clarity and results. )

1) company slogan: world-class customer service.

2) Real meaning: world-class service.

3) World-class customers

4. It is a fragile strategy to surpass competitors in user care, unless the real intention of this care is to care about users' achievements.

Summary: Better user perspective:

1) Don't build a better "camera", build a better "photographer"

2) Don't build a better "electric drill", but build a better "DIY expert at home"

3) Don't build a better "service", build a better "user"

How can we make them users?

1. Designed for later user experience.

User experience (user experience when using tools)+user experience after user experience (user experience after using tools, ultimately successful user experience).

In a word: easy to use and effective.

2. Designing for post-user experience means designing not only for your users, but also for your users' users. This has nothing to do with how our users view us, but what matters is how our friends, family and colleagues view our users.

3. Let your users compete with competitors' users. (Help a small number of users to achieve remarkable success in a larger application scenario. )

4. Find "attractive application scenarios".

About the author: Ying Gui, a Buddhist trumpet of a pseudo-literary youth, shares his surroundings with you in words and devotes himself to reading 1 year 100 books. Come and read it together. Weibo and Blog: The Ghost of England.