Behind the emotions is the gold mine.
Source: Dark Horse Camp 23 - Product and Marketing Module
Guest: Wei Kaiyuan, Dean of Design Thinking Creation Institute
Dark Horse Camp Phase 2 Master Brother
Finishing: Mou Xiaoshu Editor: Zhang Jiulu
On July 28, 2022, Dark Horse Camp Phase 23 - Product and Marketing Module was opened in Hangzhou. Wei Kaiyuan, dean of the Design Thinking Creation Institute and master brother of The 2nd Phase of Dark Horse Camp, conducted "How to Make Users Fall in Love with You Deeply?" 》 Theme sharing.
Wei Kaiyuan is a senior entrepreneur, but also a marketing expert who "spent tens of billions of marketing expenses", from the initial PC Internet to mobile Internet, intelligent hardware, he has been in the front line of entrepreneurship, with a comprehensive business knowledge graph and practical experience.
In recent years, Wei Kaiyuan has visited the United States, Israel, the United Kingdom, and many cities in China to study the success and failure of entrepreneurship, explore the underlying logic of the growth of entrepreneurial enterprises and the way of thinking of successful entrepreneurs, and summarize a set of user experience journeys, product design presentation and communication methods suitable for Chinese entrepreneurs.
At present, Wei Kaiyuan has established an "innovation dual engine" full-stack service provider system in Shenzhen, which takes the design thinking business school as the academic and strategic leadership, and a number of companies as the main body of implementation, providing enterprises, governments and non-governmental organizations with consulting, product full-stack design, IP design and operation, user growth, supply chain, incubator, commercialization and other ecological services.
The following is an excerpt from Wei Kaiyuan's sharing content.
01
Design thinking unleashes the potential for innovation you can't imagine
Global enterprises can be roughly divided into three driving models:
The first is a high-tech-driven enterprise.
In this type of enterprise, the method of decision-making and the way of exploring problems are based on technological change, and the most typical feature is engineer-driven. For example, Google, Microsoft, Intel, etc.
On the mainland, relatively few businesses driven by breakthrough technologies have had great success.
Second, market function-driven enterprises.
Or market-driven enterprises, most of the mainland enterprises are this type, this type of enterprise in the products and services to the market-oriented, benchmark competitors, especially foreign enterprises, their decision-making is based on probability and traffic dividends, so emphasize the track, positioning, in the function of better than competitors or cheaper, to see who bet on the right bet, out of the explosion, or simply do not do products, follow the traffic dividend continues to move forward and change the business model.
Third, high-design enterprises.
In the global market, there are always some enterprises, has been very powerful, they to high design, high experience as the core drive, often such enterprises in the high profit acquisition, combined with high technology, the formation of product identification and brand recognition of two high barriers, their decision-making is based on user empathy, from the CEO to the staff have a deep understanding of the user, and has an absolute leading aesthetic and use experience design, good at providing aesthetic experience beyond the user's expectations, and constantly form a cycle of replacement, the formation of leading products and services.
Such as Apple, Dyson, Tesla, etc., the domestic also began to emerge such as Xicha, Yuanqi Forest and other high-design enterprises, they empathized with the user's social lifestyle, as well as the core needs of zero sugar and zero fat, launched a series of high-design products.
In the era of the epidemic, high-design enterprises have strong ability to resist the economic downturn cycle because of their high user loyalty.
Today, whether you are a service-oriented enterprise or an operating enterprise, whether you are online or offline, you need design services, design growth, and design thinking.
What is Design Thinking?
Design thinking is "a people-oriented thinking about the methodology of product innovation, it starts from the deep excavation of people's application scenarios and pain points, with the method of group wisdom, conceives the creativity that hits people's hearts, and then through the method of small-step iterative testing, finally creates products and services that people love at first sight, love and let go, and then pass on word of mouth and become household names." ”
Since 2005, major companies around the world have been using design thinking to innovate, and Apple is a very typical company.
There were two design thinking research centers in the world, one in Silicon Valley, the Stanford University D.School in the United States, and the other in the D.School of HPI at the University of Potsdam in Germany, which gradually spread around the world to cultivate design-thinking interdisciplinary talents and entrepreneurial methods for Europe and the United States. In addition to Silicon Valley, the business community of various countries, design thinking is very popular, and large car companies such as BMW, Mercedes-Benz, and Volkswagen have also set up design thinking-oriented innovation centers.
Design Thinking is a set of human-centered, innovative underlying operating systems.
Empathizing with users and redefining product and service issues from a user perspective is the most critical mental approach to design thinking.
For example, how to let online users buy dental braces and let offline doctors serve? It's a physical problem, a goal that businesses want to achieve, but not a real problem for users.
The real problem for users now is how to get my every tooth well taken care of. You want to design your business from that perspective and redefine the industry.
The real value of design thinking is to solve one problem first and trigger the solution or improvement of other problems. Good design thinking is to achieve the most functions in the least form, and to embody the richest emotions with the fewest symbols or stories. Therefore, in your business, you can find a large number of unsolved yarn cluster problems, but there is always a real leading problem, and solving it first will cause other problems to become "dissolved" better.
To find the real problem, you need to master the basic principle of finding the right problem - the ICE principle.
I - influence (to have a great impact)
It has a consistent and good influence on all aspects of the internal and external aspects, and can trigger more people to participate.
C – Confidence
Fit your genetic or ability structure model to match the question.
E - easy (easy to execute)
You can start the problem of small steps and fast running as soon as possible, not the problem that needs to be prepared for half a year before it can start.
02
Ideas, emergences, and their toolboxes
1. Creativity
Creativity often comes from lightning inspiration, but in the group wisdom thinking of design thinking, I believe that as long as it is guided by effective methods and coaches, everyone can become the provider of inspiration, with a sincere, sincere and real user perspective, through the group wisdom tools, you will be able to tap the beautiful and good idea.
Ideas often come from T-shaped people, and the horizontal axis of the T-shaped word refers to the ability to break the boundaries of knowledge, and the vertical axis refers to professional ability and depth. Of course, good creatives also have to be able to do projects and can turn a product from idea to a product for sale.
Every entrepreneur should become a T-type person with the ability to break through the boundaries of knowledge and co-create across borders.
2. Emergence
"Flow", also called "emergence", when the team forms an efficient collaboration, the idea will continue to flow, but this sense of co-creation needs to be designed.
The Coaching Institute (IOC), a division of Harvard Medical School, has demonstrated with neuronal research that co-creation mechanisms are designed to stimulate the values of listening, curiosity, innovative holistic view, immersion in the present, and awakening to change.
3. Hands-on tools
It is better to learn more than to learn well, to take the horse step well, and let the innovator master the fundamental hands-on skills.
The Marshmallow Challenge is a global challenge. Through this game, you can feel the process of entrepreneurship in an abstract way.
With this game, we have at least three takeaways:
(1) Truth is more important than correctness
In fact, the market is like the table of the game, surviving and maintaining the opportunity to be on the table is the first task, not necessarily how perfect the product or system is. Therefore, every business is to first find the first product that can guarantee your survival and have a revenue standing. Find it and you have a chance to continue.
However, the product is grown out, by the product team constantly trial and error and get the market positive feedback internal and external co-creation and development, the product finally grows out of the way, must be different from what you initially thought, you have to accept, because this is the truth. The so-called adherence to the original intention, not to adhere to the original thing you want to do, you just need to adhere to the heart that solves the user problem, and the rest should be converted by real market feedback.
Authenticity (positive feedback from the market that has landed) is more important than correctness (the product idea you originally wanted to make). This sentence is very crucial in design.
(2) Perception is more important than logical reasoning
Your business logic design, known as thinking, exists in your level of consciousness, but it's only hypothetical, not true. Thinking requires doing before it can find teams and market feeds. Feeling will correct your thinking, which leads to a real business world and a fighting team.
Therefore, to make a product, do not rely on discussion, do not rely on logical reasoning, to do, to continue to build that prototype, in the entire design process, the first line of perception is particularly important, do not use logical reasoning to crush the first line of perception.
(3) The attitude of realism is very important
Make a decision with a limited resource mentality, this decision must be a growth decision, it must stand in reality.
A realistic attitude requires you to have a sense of awe. What does reverence mean? It is:
"Without you, users live well." Until you surpass the existing product, it is possible for you to enter the user's consumption list.
"Without users, we are nothing". We need to invite users to participate in user insights and product experiences, and it's easy to be self-excite without fundamental insights into user experience.
03
Behind the emotions is the gold mine
Every founder is a big product manager, and you have to think about how to create contact with users, how to produce emotional effects through rational design.
The design point of view of the product should resonate with the human emotion, because the product is often composed of a series of behaviors of the user.
When the user recalls your products and services, a new circuit will be formed in the brain, and in the process of interacting with him in your products and services, the final flow feeling is your brand, that is, the repurchase rate, the recommendation, and the user growth.
What we have to do is shape the user's brain.
However, the user's brain is difficult to describe clearly on their own, so we need to express your product in an emotional design way.
"Emotional design" requires fine particles to disassemble the user experience. He needs you to recreate user scenarios and user emotional experience journeys, so you need empathy from your team.
The empathy of design thinking refers to an emotional insight method, which provides us with how to put ourselves in the shoes of stakeholders, product users and other "people" in the process of studying stakeholders, product users, etc., empathy, from the user's point of view to restore the use of behavior, the use of empathy, with superb design techniques, to create products that people fall in love with.
Every entrepreneur and product manager should personally master the emotional design in the product, but behind the empathy contains the underlying logic of psychology, consumer behavior analysis, product and service design, semantics, human culture, sociology and other comprehensive disciplines, which requires long-term training to be refined.
To introduce you to a few typical user perspectives:
1. "Signifier" and "Signifier"
In communication studies, symbols have an extremely broad meaning. Japanese scholar Nagai Believes that as long as there is a certain referential or representation relationship between thing X and thing Y, "X can refer to or express Y", then thing X is the symbol of thing Y, and Y is the meaning of the thing or expression that X refers to. This relationship is defined by Saussure as "signifier" and "signified".
The theories of "signifier" and "signified" are theories of semiotics in linguistics proposed by the Swiss linguist and founder of structuralist linguistics, F. de Saussure, in his 1916 Course in General Linguistics. Saussure saw the signifier as a combination of signifier and signified.
Signifiers and signifiers are psychological.
One look at it and you know it's a bottle of water, which is signifier.
There are many ways to express water, if your user portrait is a component party, you can use the expression of the component party, such as the bottle with the word H2O printed on the bottle.
There are many other ways to express the meaning, such as the appearance is an iceberg, a glacier, or a blue ribbon... What metaphor you use to express the appearance of the product is determined by your user portrait.
Signifier, referent, let people understand in seconds, but also has a unique product use metaphor, generating the user's desire to use and purchase, which is the most basic design expression system, is the technical level of design thinking.
In the actual practice of Kaiyuan teacher, a good and complex product often has to go through eight designs: appearance design, structural design, technical characteristic design, service design, interaction design, content design, serial design, and transaction mode design. Simple products typically involve only one or two designs.
2. Unconscious
Unconscious is a key design thinking, the average person can only see the obvious user-based actions, and even to do a questionnaire to let users say what they want, but the really powerful design thinking, can always find the user did not say it but will be habitually made behavior, we call it the user's unconscious behavior.
Unconscious movements can produce a large number of designs.
When the user returns home, the key is lost everywhere; Umbrellas that are not placed in the corner will fall so users will think of all kinds of ways... The unconscious movements of these users are the source of inspiration from the famous Japanese designer Naoto Fukasawa. This kind of design thinking, which combines phenomena and psychological insights, requires everyone to love the real world, discern the pearls, and feel the user's behavior and attitude in each scene in fine grain.
3. The perspective of the weak
Pay attention to solving the needs of the user's weakest, or the needs of the weakest user. This is a super useful type of design thinking known as universal design. Solve the problem of the weak, the strong tend to prefer to use, easy to obtain the largest number of users, and the problem of the weak, often have the characteristics of leading problems.
You can understand that as a product person, the weak perspective is the bottom perspective, that is, the deepest and broadest god perspective.
If we always design products from the perspective of the "strong" and look at the user from a bird's-eye perspective, it is difficult to empathize with the user. Using the "weak perspective" to feel life and user experience can make our lives and careers always full of problems to be solved, it flows like living water, allowing you to discover gold everywhere.
For example, a row of chairs in a government office hall that won the Japan Good Design Award extends out of the side of a platform without armrests, which greatly facilitates the disabled and guests traveling with infants. This is design thinking that maximizes the universally applicable value of public goods from the perspective of disadvantaged people. Wonderful things happen, this function will be preferred by normal people, because it brings other problems such as privacy, meditation, easy to stand up, carrying luggage and other needs to solve.
When you have insight into the weak needs of the weakest people, your product will be much better, because the problem solved by the weak person's perspective makes the product have more depth and breadth.
4, to create the charm that users must buy specially
This is a general consensus in the Japanese design community.
The charm that allows users to buy needs to have unique value, psychological value, aesthetic value, and emotional value.
5. Product identification
Today, the highest frequency of connection with users is product identification, not brand, strong product recognition brings brand experience value, and IP is also a strong recognition. The strongest thing that shapes the user's brain is the product experience and IP emotional resonance.
End
In particular, a typical feature of design thinking is the collective co-creation, workshop model. It emphasizes first divergence and then focus, it should pass the principle of real person, the principle of questioning, the principle of independence, the principle of subconscious, the principle of fact, etc., and its classic decision-making line is to first empathize, empathize, and finally reach consensus.
Tracing, generating, leaping is the co-creation psychology of a design thinking team. First find more real causes, and then use a visual way to generate a picture of these causes, at which point a global view of problem insight is formed.
Moreover, if the visualization is done well, it will often form the emergence of product-led problems, and we can easily empathize with which problem to solve first, and this link will naturally generate problems.
With a strong problem, in another round of divergence-focus creative activities, everyone accepts the ideas of others, generates a new idea, a large number of ideas flow out, and then through the workshop links of independent expression and empathy voting, a very valuable leap in creativity will be elected.
Workshops often do story, prototype or theatrical prototype testing, and can test whether the initial minimum closed loop of the product is established on the spot and iterate in time.
The slogan of design thinking is "think big, start small, act quickly", "first there are users, then there are products." ”
I hope that every company will become such a design thinking enterprise - "inspiring the world, evolving humanity", because when you have deep user empathy and superb design power, your products and services will make people inspired by life, generate happiness, and the world will become a better place.
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