User roles userpersona abstracted from the user group of typical users, commonly used in the product design stage, prototype development stage, to help establish a behavioral model, the design of the product baseline (product early) depicting the user's needs, and to help the different roles in the research and development process to stand in the user's point of view thinking.
The role of establishing user roles
1, understand the user **** sex and differences (can be through questionnaires, interviews, etc.) into different virtual users
2, review the product (when the product to the later stage of the product is often skinned where the original design and through the user profile to jump out of the discrete requirements, can be a good review of the product)
3, the study of the user experience, the use of
3, study the user experience, the use of the process (around the user's needs, scenarios) such as the typical user and typical scenarios
4, clear function: typical user + typical scenarios + the heart of the goal = user behavior
Seven elements of the creation of the user persona (persona)
P on behalf of the basic (primary): refers to the user persona based on the real users of the scenario of the interview;
E on behalf of the same as the user role of the user role of the user role;
E on behalf of the same user role of the user role of the user role of the user role of the user role of the user. p>
E is for empathy: whether the user persona is empathetic if it contains names, photos, and product-related descriptions
R is for realistic: whether the user persona looks like a real person to those who deal with customers on a daily basis
S is for singularity: whether the user persona is based on an interview with a real user
S is for uniqueness: whether the user persona is based on an interview with a real user
S is for singularity: whether the user persona is based on an interview with a real user
S is for uniqueness. singular: whether each user is unique and well related to each other
O for objectives: whether the user persona contains high-level objectives related to the product, and whether it contains keywords to describe the objectives;
N for number: whether the number of user personas is small enough so that the design team can remember the name of each user persona. can remember the name of each user role, as well as one of the major user roles
A is for applicability: whether the design team can use the user role as a tool to make design decisions
Seven elements of common user roles & role basic
P is for primacy: whether the Whether the user role is based on situational interviews with real users;
Document analysis
Interviews: 1-to-1
Questionnaires
Observations
Focus groups: subject matter experts 1-to-many
Guided workshops
User role summarization
1, user roles are usually found in the product development phase and early product launch. In view of the fact that there is no large amount of user data and behavioral records in the hands of enterprises, user roles can only be created by collecting demands and establishing user roles according to the demands of typical users;
2. The creation of user roles needs to refer to seven dimensions, which are mainly considered whether the roles are derived from the real demand, the roles should be designed to give the name of the photo, the number of roles should be created scientifically and step by step and the roles should be placed on the demand & requirements, which can be placed in a powerful way. can be strongly placed in the requirements & technical problems in the solution to use.
3, we should be based on the role from the real needs of the product team to collect the user needs of the common channels, we learn to understand the next user profile will be an in-depth analysis of the product requirements and user profile relationship
User profile userprofile the Internet has entered the era of big data, to bring a series of changes to the enterprise and the behavior of the user and the reinvention of user behavior, user behavior in front of the enterprise will be a "big data", the user will be a "big data", the user will be a "big data". Behavior in front of the enterprise will be "visualization", with the in-depth study and application of big data technology, in-depth study of the potential commercial value, so the concept of user profile came into being.
Establishing the role of the user profile
User demand: he is concerned about demographic attributes, life and other static information, and "what the user is ready to consume" dynamic information needs to be analyzed and judged
Labeling: visualization of the user, but there is a timeliness (the user's interests and other discomforts are not static on the contrary, it will be very fast)
Labeling: the user's interests and other discomforts are not static on the contrary, it will be very fast).
Coverage: provide fine-grained image, based on the first level of classification, level by level segmentation (user profile group)
User group division: core user group, secondary user group, niche user group, negative user group
Core user group: core user group refers to the user group is generally large in size, high loyalty, easy to cultivate into the core of the community, with the ability to feed the platform, can create value for the platform to achieve profitability. It can create value for the platform to realize profitability.
Secondary user group: The secondary user group refers to the user group that is relatively large in size and loyal, willing to participate but with limited ability to create value.
Niche user group: Niche user group refers to a relatively small user group with low loyalty, who are attached to a single function of the platform and have low activity level.
Negative user group: Negative user group refers to a group of users whose behaviors and comments are mainly about the defective functions of the platform, and the user experience can be improved quickly by paying attention to the voice of this group.
User profiling 7 steps & create a user profile template step by step process
Discover and confirm the model factors, activities (user behavior, frequency, etc.), state (the user's attitude towards the product) ability (the user's learning costs), skills (skills in the field under the skills for example, you are an improvement in the work of the accountant of the product then targeting the accounting technology) everyone user use scenarios
Interviews with the target user group: the negative user group refers to the user group behavior speech mainly for the platform defective features, problems or questions, pay attention to the voice of the group can quickly improve the user experience. p>
Interviewing target users:Developing scenarios-recruiting users-executing interviews-collating results
Identifying behavioral models
Confirming user characteristics and goals
Checking for completeness and repetition
Describing user behaviors in typical scenarios:Keyword method (simple and easy to count, but lacks logical correlation), List method (Listing information including unfavorable for Horizontal comparison), card method (horizontal and vertical comparison are taken into account, conducive to consistency)
Specify the type of user: Priority: primary users - secondary users - niche users - negative task roles
Methods to create user profiles & labeling
Internet companies based on the user's habit of use of the product and the behavior of the record to the user "Tagging" is the most central part of user profiling. The so-called "labeling" is a series of words with specific meanings, used to describe the real user's own attributes and characteristics, so that companies can do statistical analysis of data. In different audience groups, different enterprises, different purposes, to the user labeling often have their own focus, should be specific problems specific view. However, some labels are applicable to all situations and should be understood and mastered. I will common labeling is divided into two categories: relatively static user labels and changing user labels.
Methods for creating user profiles & label modeling & static labels
Demographic attribute labels are the most basic elements of information about the user, usually self-contained labels, do not need too much modeling, which constitutes the basic framework of the user profile.
Demographic attributes include people's natural attributes and social attributes: name, gender, age, height, weight, occupation, geography, education level, marriage, horoscope, blood type and so on. Natural attributes are innate and will remain stable once formed, such as gender, region, blood type; social attributes are formed later in life and are in a relatively stable state, such as occupation, marriage.
Psychological phenomena include two categories of psychology and personality, which are both innate and acquired. For enterprises, the study of the psychological phenomenon of the user, in particular, demand, motivation, values of the three major aspects of the user can be peeped into the user registration, use, the purchase of the product's deep-seated motivation, to understand the user's functionality of the product, the demand for services; recognize the target user with how the value of the label, what kind of a group.
Psychological drive: cognition (feeling, perception, memory, thinking, phenomena), emotion, mood, will
Personality: personality psychological traits (ability, temperament, character), personality predisposition (needs, motivation, beliefs, values, outlook on life)
Methods to create a user profile & labeling & dynamic labeling
Website behavioral attributes: Here we have a lot to say about what the target user has to offer. Website Behavioral Attributes:Here we are mainly talking about a series of operational behaviors that a user performs inside and outside the website. Common behaviors include: searching, browsing, registering, commenting, liking, favoriting, rating, adding to cart, purchasing, using coupons and so on. At different times and in different scenarios, these behaviors are constantly changing, and they are all dynamic information. By capturing user's behavioral data (number of views, in-depth comments or not), enterprises can categorize users in depth and distinguish active/inactive users.
Social network behavior: refers to the virtual social software platform (microblogging, WeChat, forums, communities, posting, Twitter, Instagram) above a series of user behavior, including basic access behavior (search, registration, login, etc.), social behavior (invite/add/cancel friends, join a group, create a new group, etc.), the release of information behavior (add, post, delete, leave a message, share, publish), the user's behavior (add, delete, leave a message, share, publish, delete, leave a message, leave a comment), the user's behavior (add, add, delete, delete, leave a comment, share, share), and so on, Publishing, deleting, commenting, sharing, collecting, etc.)
Dynamic tagging is to tag users with different behavioral tags according to their operating behavior, which can obtain a large amount of network behavioral data, website behavioral data, user content preference data, and user transaction data. These data further fill the user information, and static labels together constitute a complete three-dimensional user profile, which is the so-called 3D user profile.
Can I use the portrait of Mao Zedong in PPT?If the content of the PPT has nothing to do with Mao Zedong, you can't use it, otherwise it will be illegal, and in serious cases, it will be a crime.
The use of other people's likenesses should be reasonable and legal, and should not be defamatory or have other behaviors that damage other people's reputation and personality.
What is user profile? How to analyze user profiles?User profiles, also known as user personas, have been widely used in various fields as an effective tool to outline target users and to link user demands with design directions.
Currently, the market is divided into ToC and ToB two types of user profiles, the user profiles spread on the Internet is generally dominated by the C-end, they have more templates, methods, mature RFM model, and gradually derived from a number of user insights companies, to help enterprises improve the user profiles. However, these C-end templates can't be directly applied to ToB-end enterprises, and the two user profile research groups are different, resulting in a slight difference in insight methods.
Here I take the production of ToB user image as an example to explain, I hope to solve your problem, its main content includes:
1, the user's basic information
The user's basic information is very easy to understand, the B-side of the customer is generally a business, it is the basic information on the enterprise information, organizational structure, company characteristics, etc., the information on the basic structure of our users to provide great help. This information is very helpful for us to construct the basic framework of users. According to the basic user information, the user team size can be roughly divided into less than 10 people, 20 to 50 people, more than 50 people and other types. Alternatively, different teams can be categorized according to the core focus indicators of their industry.
Here, we take the company of 20 to 50 people as an example, the template can be filled in the company name, company characteristics, organizational structure information.
Completing the input of basic information, the basic appearance of 20 to 50 people startups can be clearly displayed in front of us, this information is similar to the C-end user profile information, a good solution to the problem of "who is the user", will be a line of data and text visualization, so that production and research personnel can feel the living user, rather than falling into the user's life. The user is not caught in the loop of self-imagination.
2. Purchase decision chain.
After establishing the basic user profile, we can continue to start from the user decision chain. If we can fully understand the influence of each role in the decision-making chain, as well as their needs for the product, then we can improve the success rate of obtaining orders, and then complete our exploration of the user's core requirements.
Taking a PM portrait of Blue Lake as an example, Kevin is the head of product and has a lot of experience in the community field. Their product tempo is never based on the standard of fast, but on the standard of good. Currently, they pay a lot of attention to process management and document precipitation, knowing that these are the keys to ensure high quality output products. We hope to have an All-in-one tool to make it easier to use.
The number of different companies, the length of the decision-making chain is also different, the influence of the PM of a small company can account for 70%, while the PM of large and medium-sized teams have key roles such as director, VP, CEO and so on. So you can according to different companies, targeted to supplement other key user profiles, improve the decision-making chain.
3, the user's core requirements.
After understanding the user profile of each key role, we can summarize the core requirements of the decision makers; on the one hand, from the user, the decision makers of the two dimensions, to help the product continue to optimize and iterate; on the other hand, for the customer's fine-tuned operations to provide a grasp and basis for achieving product growth targets, thereby increasing the market share of enterprises.
If the research is deep enough, you can even get some key user data, such as DAU, WAU, etc. This part of the data for you to fill the last blank of the user profile is very helpful.
After collecting the above information, you can personalize and supplement it according to the differences found in the research, such as re-categorizing the users, changing the company size of the users, and adding the key person profiles.
Insight into the user and the output of a complete user profile report is something we all must understand, whether you are a product, design, or operations, sales, understanding the user allows us to be more targeted to help them achieve their goals.
This template I have uploaded to the Blue Lake's "Super Docs", you can create a document directly choose, I hope you like!