Psychology and product manager are highly integrated and can be highly summarized in two words: humanity. The best product manager in the world, Zhang Xiaolong, who developed WeChat, should be one. He once said a famous saying: product managers should understand human nature like God.

The person who knows human nature best must be China's ancestor. The ancients in China believed that human nature can be highly summarized in three words: Jane, No, Change.

Let's talk about Jane first, Jane is simple, and easy-to-use products must be extremely simple to operate, such as WeChat shake. I shook Tina three kilometers away. I can shake it if you want. 1, 2, 3, shake It must be shaken within 3 seconds, and then we will see a list, and the person we shook happens to be in it. We see that there are more than a dozen people on this list, that is, the people we just shook together, and basically all of them can be caught. It is very difficult for product managers to study how to make a function a minimalist experience. Microsoft made a philosophical summary: simplicity is the ultimate complexity. It's just that this complexity is unimaginable to users. In order to simplify the function, the product manager doesn't know how many times he quarreled with the programmer.

No, it won't change. Invariance means that the principle remains unchanged and the initial heart remains unchanged. The initial intention of QQ is to make it easier for everyone to chat, and the initial intention of Excel is to make it easier for everyone to calculate with tables. After so many years, it hasn't changed, even the operation interface has remained unchanged as far as possible. Only by maintaining this constant initial intention can we go further in the ever-changing world! The ever-changing software has something to do with all its functions and has basically become a thing of the past.

Change is change. For product managers, the only certainty is change. This change refers to the needs of users, which are constantly spreading, iterative and evolving, and product managers must embrace this change. QQ and Excel are so powerful now that no grass grows under the big tree. Software with the same functions as these epic software basically has no chance of survival. The moat is so high and deep that competitors dare not even put forward the idea of challenge. Really reached the realm of defeating the enemy without fighting.

Jane, no, change, these three words were summed up by ancient people in China. Many people know that this programming book is the originator of binary system, and its name is Yijing, which is the desk reading of many product managers.

1. Halo effect (love me, love my dog)

Definition: In life, once we have a good or bad impression of a certain trait of someone, we tend to adopt a similar attitude when looking at other traits of him. That is, "if you like someone, you will like everything about him."

In the glory of the king's game, the more heroes with skin, the more popular they are. And some difficult and unpopular heroes have little skin. Because the proportion of people who like this hero is too small, even fewer people are willing to spend money on skin.

The success of Xiaomi Ecology is also because when people mention Xiaomi products, the first impression is linked with quality. Therefore, any product produced by Xiaomi is very popular, and the quality of Xiaomi's products is indeed very real.

2. First cause psychology

Definition: Also known as the initial effect, in the formation of the overall impression, the information obtained at first is more influential than the information obtained later, that is, the first impression almost determines the overall impression of others on you.

When Momo first came out, because many people asked about disco dancing in nightclubs, it slowly gave people the feeling that it was a dating software.

Although Momo later spent a lot of money to change the brand impression, until now, if you want to install Momo in your mobile phone, others may still give you that fake smile.

A similar example is Aauto Quicker, which gives the impression that the video above is very earthy and low. In fact, if we look at it now, the overall improvement is very good and the content quality is also very high. But this kind of thing, impression, can't be changed. Pinduoduo, on the other hand, gives the impression that fakes are rampant. Later, Pinduoduo spent a lot of money to rectify suppliers, and intensified the examination and punishment of counterfeit goods. However, up to now, some friends occasionally joked that they wanted to buy some Leibi from Bingxi.

3. Entrance effect (push your luck)

Definition: once a person accepts a trivial request from others, in order to avoid cognitive disharmony or give others a consistent impression, it is possible to accept a bigger request.

In general, people are unwilling to accept higher and more difficult requirements because it is time-consuming and laborious and difficult to succeed. On the contrary, people are willing to accept smaller and easier requirements, and after realizing smaller requirements, people gradually accept larger requirements.

Application in products: it is necessary to set a reasonable participation threshold to facilitate the participation of target users and reduce losses.

Even if there is no charge for video in Tencent, there will be some free sources to watch. Of course, slightly high-quality content can only be open to members.

More typically, Yunian Qing's TV series actually requires members to pay money to watch it, which can be said to be a typical push your luck. And many members will spend money to support the original, but also because the play is very good.

4. barnum Psychology

Definition: According to barnum's psychology, people are always particularly easy to believe a general description of themselves. Even though this description is empty, people are still convinced that this is their true personality.

For example, Aquarius girls are kind and sensitive elves, and the idea is very strange. (In fact, all girls will think so. Haha)

Experienced product managers will give their product users a nice name and an emotional slogan, so that users have a sense of collective belonging, and they also think that as long as I use this software, I am a group superior to others.

5. Audience psychology

Definition: bystander psychology is also called "responsibility dispersion psychology", that is, the existence of others reduces the possibility of individuals taking certain actions, that is, three monks have no water to eat.

Pinduoduo's very successful Racine subsidy provides everyone with a bonus to promote fission. Avoid the publicity of your products being seen.

6.28 Rule

Definition: The 28 th Law, also known as the 80/20 Law, was discovered by the Italian economist Pareto at the end of 19 and the beginning of the 20th century. He believes that in any group of things, the most important thing only accounts for a small part, about 20%, and the remaining 80% is secondary, although it is the majority, so it is also called the 28 th Law.

Regardless of games or software, 20% users often create 80% value. Especially in the field of e-commerce, basically 80% of GMV is contributed by 20% loyal users.

Therefore, product managers must concentrate on serving 20% of high-value users, and any activities and rewards should give priority to the feelings of 20% users. Don't let them chill.

Tencent video really hurt the hearts of too many members in the decision-making of TV series "Joy of Life".

7. Companionship psychology

Definition: The efficiency of individual activities changes with the participation of others. There are two manifestations: the increase of others will lead to the improvement of efficiency, or the increase of others will lead to the decrease of efficiency.

Application in products: Pinduoduo's group play takes advantage of this effect.

8. birdcage logic

Definition: Hang a beautiful birdcage in the most conspicuous place in the room. In a few days, the owner will definitely make one of the following two choices: throw away the birdcage or buy a bird and put it in the birdcage. This is the embodiment of inertial thinking.

Hungry? Some red envelopes and coupons of Meituan are this psychology. And as long as you order it, there will definitely be a red envelope every time, and you can give it to others.

As a result, some young people in many cities are hungry, so they go to the group to find red envelopes issued by others and order them again.

However, some merchants have set a large amount of full coupons for drainage, causing users to click and use to jump to the merchant store. What is hateful is that almost all the products of the merchants have discounts. Because of the conflict between discount and full reduction, you can't have both, you can only choose one.

9. Broken window effect

Definition: There is a phenomenon in psychological research called "broken window effect", that is, if the window of a house is broken and no one repairs it, other windows will be broken inexplicably soon.

In the post-processing of the company's financial problems, Ofo staged a spectacular scene of refunding the deposit because of the long cycle or no matter at all, which led to the fermentation of the incident.

14. veblen effect

Definition: refers to the increase in consumer demand for a commodity because of its higher price tag. It reflects people's psychological desire to squander consumption.

The higher the commodity price is set, the more it can be favored by consumers. The higher the commodity price, the more consumers are willing to buy. It was first noticed by American economist Van Buren, so it was named "veblen effect".

Needless to say, this.

10. Edge effect

Definition: When users consume more goods, they are less willing to pay or buy, which is called marginal effect. For example, people feel the best when they eat the first steamed stuffed bun, but the more steamed stuffed buns they eat, the more full their stomachs are, and the less satisfaction they bring.

Online game CF has just started an ordinary black Nepalese army knife, which costs 15 RMB for 7 days. At that time, the user's willingness to buy was also high.

Later, all kinds of weapons were rewarded all over the sky, and the free weapons were gaudy and the quality was much higher than that of the weapons bought at the beginning.

Who wants to spend money on equipment?

1 1. purple Genik memory effect

Definition: Psychologist Bruma Z Genik once assigned homework to a group of children. She only asked some children to finish their homework, while others deliberately gave up halfway.

After the exam, the children who didn't finish their homework remember the content of the homework, but most of the children who finished their homework forgot the content of the homework. The conclusion of this experiment is: because the desire to complete is satisfied, people forget the work that has been completed;

Or an example of a game (haha sorry, I prefer playing games), such as eating chicken and the glory of the king. In almost all games, you must leave a red dot where you have a task or are prompted to sign in, forcing you to click on it for daily sign-in, gift collection and notification reading.

This also includes the red prompt number of WeChat unread messages. Normal people don't want to count these red dots or numbers. This is not obsessive-compulsive disorder, because only a few people don't.

12. Color psychology

Definition: Color can affect all aspects of people, such as perception, emotion, vision, memory, symbols, emotions and so on. And it is also widely used, including art, games, sociology and so on. Color often has psychological implications and can be used to distinguish important information in applications.

Entertainment products, perhaps more youthful and beautiful colors such as red and yellow are more suitable; Educational products, may be simple and atmospheric white, blue, etc. more appropriate; E-commerce products may be more suitable for lively and promotional colors such as big red and purple.

Mozart effect.

Definition: 1993, Professor Gordon Shaw of the United States conducted an experiment. He asked his students to take a spatial reasoning test immediately after listening to Mozart's songs. The experimental results show that after listening to Mozart's songs, his students' spatial reasoning ability has been obviously improved. This is the Mozart effect.

This effect shows that music has a very important magic power, which can be effectively used to develop the potential of the human brain and affect people's emotions.

The prompt sound of WeChat collection, the prompt sound of Alipay scattering gold coins, and the gorgeous sound effects of clicking to receive gifts in many games are all formulated by using the mechanism of increasing users' emotions by sound.

14. sunk capital

With an old concept, it is often more difficult for people to give up what they have paid for.

Sinking capital and threshold psychology can actually be well combined. For example, guide users to recharge 99 yuan to become a gold member. When the user becomes a gold member, he will be prompted to be a platinum member, with the original price of 199. Gold members only need to pay 59 yuan to upgrade.

I think few people refuse this routine.

Above, I think so much for the time being.

The sale of any product is realized under the psychological effect of consumers, so the relationship between psychology and consumption is too great. These are also known to ordinary people. But this can't be said to be bad. But the relationship between consumption and psychology should be based on a correct and rational level. . . No matter what you do in a populous country, the key to being yourself is to be a man. A well-known reputation is the most acceptable and reassuring sales for consumers.

Everyone is a product. Since all products have advantages and disadvantages, it takes time to polish them, so psychology is to make products go in a better direction!

1. Market analysis: Understand the market demand. According to Maslow's demand theory, the analysis is based on what the business meets the needs of users and understanding the fundamentals of the business;

2. User scene: In the simulated user scene, analyze the user's psychology according to the user's basic portrait. Users with different levels and characteristics will have different needs, and product managers need to figure out their psychology and needs according to their characteristics, so as to design products that meet their inner needs;

3. Product design: The result of the design scheme also needs user analysis to see if this design scheme is the best scheme.

The product manager can be a god or a devil. Please use your resources and strength carefully, remember that you are an individual, just like other ordinary people living on the earth!

Products should be linked to people. As long as it involves the relationship between people, it is inseparable from psychology. People and things sometimes have a deep connection and cannot be separated from psychology.