Ten steps of needs analysis

1, the concept of clear ----2, the purpose of needs analysis ------3, how to identify the needs --- 4, to determine the authenticity of the needs ----5, analysis [ user story assessment framework, Maslow framework, marketing framework positioning ] --- 6, judge the value of the ----7, cut the demand capacity --- 8, classification ----9, prioritization ----10, improve the ability to analyze the needs < /p>

First, what is product demand?

1, want vs need vs demand

"Want" (Want) is the user's external expression, and "demand" (Need) is the user's internal psychological expectations. The product needs to meet the user's internal demand, which is fundamental.

Want is an external, specific, directed solution.

Need, or as we said earlier, "aspiration", is the internal, primal and ultimate motivation.

Demand is the solution that fulfills the inner need while realizing the outer want at a controlled cost.

Second, the purpose of demand analysis

Demand analysis, the essence of the analysis of motivation, the purpose is to predict the future behavior of the user. The output of the needs analysis stage, need to answer what users want, why do you want, but also to answer the future of what circumstances may also want something similar, what are the characteristics of this situation

, how to artificially create such a situation,

Demand is important because it is the motivation of the user's behavior; the demand for hierarchical, said a kind of one, the actual is a different kind of another.

User needs analysis, in order to analyze the motivation, accurate prediction of user behavior. Different needs, on behalf of ? Different motives, destined to produce different behaviors, should be seen as different types of users.

The reason for considering competitiveness in requirements analysis is to predict more accurately than competitors, which is something we will talk about later.

Knowledge Points Demand = Purchase Desire + Purchasing Power = Need + Target Product + Purchasing Power

Third, how to identify demand?

? After analyzing the demand, then how do we go to discover new demand? Here it involves how to identify demand. Identifying demand can be considered from three aspects, which are perspective, efficiency, and experience.

? 1, perspective

? First, the perspective. As a product manager, we need to have a diverse perspective to look at the requirements and products, divided into user perspective and product perspective.

For example, the example we mentioned at the beginning of the visible range of WeChat's circle of friends, compared to the previous three days visible and half a year visible, increased the range of one month visible.

In this design, the user tends to stand on his/her own point of view and say "I don't want others to see my circle of friends", which is the user's point of view. This is the user perspective, while the product perspective is to consider the group and the whole, and "let the user less pressure to send friends". With this difference in perspective, the final solution will be different.

The user perspective is to fulfill the "want" (Want), the product perspective is to realize the "need" (Need).

2. Efficiency

Another dimension for identifying needs is efficiency. Satisfy as many users as possible with optimal efficiency.

Let's use an example to illustrate this. Anyone who has used WeChat's public appreciation feature knows that if they have appreciated the author, their avatar will always be at the top of the list.

If you have not appreciated it, then every time you enter the article, and the number of people who appreciated it is more than 24, the bottom of the appreciated avatar is not a fixed order of display.

3. Experience

The last dimension of identifying needs is experience, which is more familiar to students who work on products. It is reflected in the information architecture design, process design, interaction design, and copy design.

Experience is also a very vague indicator that is hard to quantify, and everyone's perception and feelings can vary depending on habits, culture, and personal preferences. Any detail of the experience design will convey a perception to the user, and what we need to understand is that the perception of independent individuals is very different.

For example, when the concept of "express car" first came out, the public had no knowledge of it, and could only find benchmarks, such as cabs and specialized cars, while express cars are a service in between.

How to better design the car experience, in fact, the price is lower than the car, cleaner and more comfortable than the cab, and the car more than three perceptions to pass to the user, it will allow users to quickly accept and understand.

Fourth, to receive the demand to determine the true

True demand to meet the three conditions

1. the user belongs to the target user

2. the demand must be in line with the positioning of the product

3. the need to be able to achieve

Fifth, how to analyze the demand

1, the use of user stories to analyze

Requirements are combined with the user's expression of external desires, internal core requirements and a comprehensive assessment of the available costs.

Based on this stereotype, I have put together a quote that can be used as an assessment framework for requirements analysis - what problem are we solving for whom and in what way?

In this sentence, "who" refers to our target users, we need to clarify the user profile; "problem" corresponds to the previously mentioned needs, and "method" is what we provide based on the needs. "is that we provide product solutions based on demand.

For whom we use what method to solve a what problem? In fact, it is asking ourselves rhetorically, as a product manager, what kind of people are you serving, what is their core demand, and what product solution have you designed to meet their needs.

User analysis, we can start from the user identity and user characteristics of the two perspectives, the user is what the crowd, age, gender, region, etc. are the basic material to build a user profile.

What kind of characteristics of the target user, such as occupational characteristics, cultural characteristics, etc., which can help us further understand the user.

The second is the demand scenario, which, to put it bluntly, is the environment and state in which users come to use our products.

The "field" is time plus space, and the "scene" is the situation and interaction. When the user stays in the space of time, the scenario interaction triggers and holds the user's opinion hostage is the scene.

You can use the more common Maslow's Needs Theory to analyze user needs, assess which level of

needs to meet, or through the five-layer model of user experience to classify the level of needs.

User value is measured in terms of both experience and efficiency. A requirement that improves the existing experience improves user value, and a requirement that improves the efficiency of use also improves user value.

How to measure whether the experience is improved, you can use the new experience minus the old experience, for example, for a certain experience improvement, the simple and brutal approach is to subtract the old experience from the old experience to get the user complaint rate, if it is positive, it means that the user value has improved.

And efficiency can be measured by the average length of time a user spends completing a task, for example, in an e-commerce product, the difference between the old and new total average transaction conversion time is used to measure the efficiency of the bill of lading is improved.

The commercial value is more intuitive, about cost and profit, the traditional commercialization of the Internet includes advertising, games, membership and so on. At present, there are also many value-added services and third-party capacity output services, which are commercialization means, but also corresponds to some of the product demand.

2, Maslow's framework and marketing layer approach combined

Doing research and analysis of demand, the most embarrassing ending is: the user thought he said clearly, we thought he heard clearly, the result of the two sides of the whole difference.

? Before the product is online, even before entering the product design stage, how can I know that I do the needs analysis has been deep enough?

? The general approach given by the industry is MVP (MinimumViable Product), which is utilized to collect actual data online. But MVP can only tell you whether you are wrong or right, and still can't solve the problem of "why" and "how". In addition, MVP also has the problem of coverage, how can we design MVP to cover all the scenarios that "should" be tested?

After 1959, Maslow believed that a "humanistic" orientation would lead to a "libertarian" tendency, which would lead to selfishness, irresponsibility, disregard for others, self-indulgence, and other self-centered tendencies. Thus, Maslow published his paper "Theory Z - Two Different Types of Self-Actualizers" in 1969, and broke down the hierarchy of needs into three sub-theories according to Trans-Humanistic Psychology.

Theory X, Theory Y, and Theory Z are the three sub-theories of the Hierarchy of Needs according to Trans-Humanistic Psychology.

In order:

Theory Z

Highest needs (transcendental spiritual needs)

Theory Y

? Self-actualization needs

? Respect needs

? Social Needs

Theory X

Safety Needs Physiological Needs

Stratification of Needs in Marketing

In Mr. Kotler's Marketing Management (15th Global Edition), a case is given:

Indicated Needs:Customers need a cheap car;

Real need: the customer wants a car that is cheaper to keep, not cheaper to buy;

Unspoken need: the customer wants the retailer to provide better service;

Pleasure need: the customer wants the retailer to fit an in-car GPS system;

Secretive need: the customer wants friends to think of him as a knowledgeable consumer;

With the first two frames, we have captured the source and expression of the need. But the use of the two frameworks is diametrically opposed to each other: Mr. Ma's framework is "5:1" - choose one of the five levels of the current level; but the marketing theory of demand is "1:5" - get a demand, and you will be able to get it. But the marketing theory of demand is "1:5" - get a demand from five aspects to break down.

We use the example of selling apples to restore the process of needs analysis:

The user says: "I want to buy an apple". At this point, do not directly apply Mr. Ma's hierarchy of needs, because this is not a "fundamental" need, but a specific need combined with a specific product - apples.

This is where the five categories of marketing should be used:

? The stated need: I want an apple;

? Real need:It may be to solve hunger, it may be to solve cravings, or worse, it may be to solve the symptoms of hypoglycemia, etc.

? etc.

? Unspecified needs: if it's to fill the stomach, it needs to be a big one; if it's to satisfy a craving, it needs to taste good

? s; if it's to address low blood sugar, it needs a sweeter one;

? Pleasant need:Eat enough, solve the craving, head not dizzy (one of the symptoms of hypoglycemia) of course happy, if buy one

? Get one for free, free processed into apple juice, and a little extra sugar, potentially even better;

? A secret need:It could be a busy work schedule, and you have to be somewhere else next, so you really don't have time for anything else; or

? is recently eaten fat, need to eat fruit as a meal;

six, judging the value of demand

1. breadth: audience and audience

2. intensity: the user for the urgency of the demand

3. frequency: the interval and sustainability

seven, cut the demand for the ability to

1. the value of the demand to assess and Quantification

2. Integration of more relevant requirements

?3. Prioritization

All value judgments of the product are based on the degree of exploration of the industry, the market; the degree of knowledge and understanding of human nature (found that there is no grasp of human nature has always been throughout the various levels of the product)

Eight, the classification of the requirements

IX. Ranking priority

Can be used is the basic requirements, can be used in the standard is the product functionality is complete, no exceptions, the logic of the closed loop, if the function or process is missing, or the product has a bug, that is not up to the standard can be used.

Ease of use corresponds to some of the icing on the cake, in order to meet the premise of being able to use, do process optimization and interaction optimization, so that the product achieves a good user experience.

Love to use is to let users form habits and dependence, for example, we publish a lot of content in the circle of friends, as the content increases, the higher the cost of leaving, and every time we can receive positive feedback from the circle of friends, this closed loop can form habits and dependence.

The ability to spread the value of the product has the attribute of proliferation. After meeting the needs of users and gaining market acceptance, we need to extend the value to attract more users, and this is based on the premise that the basic functions are complete, the experience is excellent, and the value of the users is satisfied.

X. How to improve demand analysis capabilities?

1. Listen

First of all, listen, face the demand side, whether it is the user or the operation or the engineer, the first thing to do is to listen, which is the premise of putting down the self to do the product.

What are the facts? Objective reasons and phenomena are facts, based on the phenomenon to analyze the reasons behind, and then form an opinion based on the reasons.

2. Observation

Secondly, observation is the best way to gain insight into the needs of the user, go to the side of the user to see what they do, and the action often reflects the user's real demands.

3. Empathy

? How to empathize and put yourself in their shoes? The easiest way is to go to the user's environment, feel the user is not as good as become a user.

Only when you feel it, especially when you feel the pain, can you really understand the user.

Note:

Requirements communication: demand in demand?

As for how to speak, we can also apply the previous framework - the boss said to you: "you do a needs analysis".

? Then:

indicated need: the boss needs you to do a needs analysis;

real need: the boss may be planning the next new product, or to knock out a competitor, or the boss of the boss asked down, or ......

Undemonstrated need:What about time? What about quality? What about form? What about the object of the report? What, you don't know? Ask!

The need for pleasure: the boss may want you to give different answers from different perspectives (employee perspective, cross-industry perspective, young perspective, etc.); may want you to directly into the ppt format he can use to report, may be ......

The need for secrecy: the boss is burdened with the company's huge performance pressure to find a breakthrough, the boss "may" also have their own small plan for promotion and salary increase ......