Analysis of user needs, the result lies in finding the right user needs. And to analyze user needs, you need to go through 2 steps, the first is demand capture. This step through the 4 kinds of demand collection and analysis methods, to verify whether the demand exists or not, and quantify the purpose, behavior and reasons of user demand. The second is Requirements Refinement. Sorting out user needs, filtering and sorting them, and grading them.?
So how do you do demand capture? As shown in the figure below, here demand capture, starting from both qualitative and quantitative aspects. Qualitative is through observation, communication in the form of subjective summary of user needs 'quantitative is through the data of the way objective demand judgment. From a formal point of view, it can be divided into "say" and "do". In these two dimensions, there are four kinds of demand analysis methods.
User Interview - This is the most common method of demand analysis, the main way is one-on-one or one-on-many direct communication, preferably face-to-face. To do this step, you need to prepare in advance, including clarifying the topic and purpose of the interview, designing the interview outline, identifying the interview users and so on. In the on-site interview, pay attention to the establishment of a relaxed and pleasant communication atmosphere, encourage beyond the outline to follow up on the user response, pay attention to the observation of the user's body language, to determine whether the user can be trusted, to grasp the interview time. When the interview is recorded, the results should be summarized, filtering invalid information, refining the user's feedback needs, and arriving at the results of the requirements analysis.
Questionnaires - the most common is the user satisfaction evaluation. This aspect of communications companies often have a satisfaction rating after service. This is both the supervision of the staff's service attitude, but also the design of the survey of the user's needs. Generally speaking questionnaire survey, need to go through the questionnaire preparation, questionnaire placement, demand analysis of 3 links. Here we should pay attention to the results of the demand analysis, generally analyzed in accordance with the following criteria: ?
Users - the proportion of user characteristics using the product and the number of people survey results.
Problems - the proportion, importance and frequency of problems encountered by users.
Behavior - Proportion of user behavioral options and behavioral willingness and satisfaction.
Cause - Proportion of user cause options.?
Usability testing - here is to invite the user to directly use the product actually, in the process of user use to observe the problems encountered by the user, from the user to use the product use behavior to analyze the user needs. This method is very effective for the validation of new product requirements.?
Data Analysis -- In the current era of big data, users' behavior on the Internet can be recorded, and the most critical thing is that almost all of them are now real names, so if you implant a statistical code in your product or go to a data collection company to buy the data, you can accurately get to know the actual user usage data.?
Summary: Through the user interviews above, you can discover requirements, usability testing verifies requirements, and the moderation questionnaire and data analysis quantifies requirements. Generally speaking, user interviews must be used, usability testing is recommended, and questionnaires and data analysis are implemented according to product maturity. Requirements gathering and analysis are mainly accomplished to validate and quantify requirements.?
After obtaining requirements through requirements gathering, a second step requirements refinement is also required.
The first step is to complete requirements filtering and summarization. The user's obvious unreasonable demand, niche demand and no application scenarios of the demand exclusion. Here mainly from the demand and user 2 dimensions.
Demand:
Problems -- What are the main problems and data that users feedback? These problems are the basic needs of the users.
Behavior - What are the user's reactions, actions both data?
Causes - What are the causes of the user's problems and behaviors and the data?
The cause is the user's "real need". ?
User:
Attributes - This mainly includes data on the user's gender, age, occupation, income, and preferences.
Scenarios - when, where, and under what circumstances users generate demand, and scenario data.
Frequency - the cycle of user demand and data on ?
Second is Demand Sorting. Requirements are sorted based on the number and percentage of user requirements and the importance of user feedback.?
Finally, User Grading. Categorize users into ordinary users, target users, and fan users. Among them, common users are users who theoretically have a need to use the new product or service. Target users are users who have clear user attributes, user scenarios and higher frequency of use among general users. Fan users are loyal users who frequently use the product and have spreading power among the target users. The criteria for user grading are based on user information and the frequency and intensity of user needs. User classification is the necessary work of demand analysis, the later product design and operation need to be carried out for different users.
Summary: To analyze the user, it is necessary to demand collection and demand refinement of two steps, of which there are four commonly used methods of demand collection, the purpose is to find, verify the existence of demand and quantify user demand. Requirements refinement involves sorting requirements, grading users, and identifying real needs and fan users.?
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