Understanding user needs is the basis for enterprises to do product development and iteration. So, in the B-end business, how to effectively find user needs and pain points? Let's take a look at the summary of this article.
Understanding and satisfying the needs and pain points of users is one of the key factors for business success;
Companies must focus on meeting customer expectations to ensure that their products or services are competitive in the market.
This article will delve into how to effectively identify user needs and pain points to help entrepreneurs and product managers better understand users and improve the quality of products or services.
1. Sort out user tasks
First of all, the first step to dig out the user's needs and pain points is to clarify the user's tasks;
By analyzing users, we can gain insight into user tasks, needs, and the obstacles (pain points) behind the needs.
1.1 User Segmentation
Different users may have different needs, preferences, and behavioral Xi.
By segmenting users into different groups, the common characteristics of these groups can be better understood, allowing them to provide them with personalized user experiences, solutions, and marketing strategies.
(1) Customer portrait
By drawing customer portraits, construct concrete corporate portraits;
Help us quickly understand the customer's industry, current situation and the company's own characteristics, and help us understand the customer.
(2) Angular image
Build personas to classify people in an organization or organization in a concise way;
By studying the work scenarios, job characteristics, and work demands of each role, the user tasks are clarified to provide an objective basis for product design.
1.2 Dismantling tasks
A user task may include multiple subtasks, each corresponding to a different requirement;
By breaking down user tasks into more specific requirements, user expectations can be better understood and products can be designed and improved in a targeted manner.
(1) Task decomposition
Break down the overall task into smaller subtasks to provide a more granular understanding of the individual steps the user takes while performing the task.
(2) User journey map
create user journey maps;
Describe each step, interaction, and experience a user as they perform a specific task to better understand their needs and pain points.
(3) Analyze the scene
Confirm the usage scenario in which the task is located;
Analyze the user's behavior and needs to perform tasks in each scenario.
(4) Judge the importance of the task
Make a list of requirements;
According to the product's own conditions and importance, combined with the four-quadrant rule, judge the importance or urgency of the task.
2. Analyze the needs
User needs are the expectations and requirements of users for a product or service.
2.1 Qualitative analysis
Qualitative analysis to clarify user needs;
Through user behavior observation, user interviews, and user experience testing in combination with product prototypes, the team can be helped to understand user demands at a deeper and more comprehensive level.
It also helps product teams better meet user expectations and identify new opportunities in product design and improvement.
2.2 Quantitative Analysis
Quantitative data and statistical analysis to provide objective insights to assess the urgency of the need;
Obtain objective and measurable data through user surveys and questionnaires, A/B testing, setting key indicators, user satisfaction surveys, etc.;
This helps the team prioritize requirements and supports them in making informed decisions.
3. Insight into pain points
Pain points refer to the obstacles that arise when a customer completes a task or when a customer completes a task.
Insight into user pain points does not only rely on the observation and experience of society, industry and target groups;
It is also necessary to use a systematic approach to help us sort out the context of users' needs, and find the obstacles, risks and unwanted results of users completing tasks from the process.
3.1 Qualitative analysis
Qualitative analysis to identify user pain points;
Observe user behavior, collect user feedback, conduct user interviews, draw user journey maps, etc.
Provide a basis for product optimization and help products better meet user expectations and needs.
3.2 Quantitative Analysis
If a user pain point is light for the user, the user is likely to ignore it themselves, and the consequence is that the user will not pay for the pain point.
Therefore, it is necessary to determine the severity of the user's pain points through quantitative analysis, so as to measure whether the pain points need to be solved.
Through A/B testing, setting up key events, questionnaires, etc., quantitatively analyze and count data such as user behavior and satisfaction, and identify the severity of pain points.
Identify the most pressing issues for your product to address and help you prioritize where to improve your product.
Fourth, the relationship between user tasks/needs/pain points
A user task is usually an activity that a user performs to achieve a specific goal;
Requirements are specific expectations that are made to achieve these goals, and user tasks drive the generation of requirements.
User needs reflect the user's expectations for the product or service, while the user pain point is the problem and trouble encountered by the user in the actual use process;
The satisfaction of user needs directly affects user satisfaction, while pain points are the specific manifestations of user needs that are not met.
A system of circular feedback is formed between user tasks, needs, and pain points.
Users may find unmet needs or pain points when performing tasks, and solving these problems is directly related to the successful completion of the user's tasks.
As a result, product managers need to continuously analyze these relationships in a circular manner for continuous product optimization.
Fifth, the user's thinking to make products
When we craft a product and think it's the best option, only to find out that users aren't actually adopting it, it can leave us lost in thought or confused.
Beware of self-indulgence:
With a deep understanding of the relationship between user tasks, needs, and pain points, I'm sure you've found the metrics and answers to solve this problem.
Make products from the user's perspective:
In my humble opinion, I look forward to discussing the method of needs analysis with you, and you are welcome to correct, like, collect and comment.
This article was originally published by @Yunxu PM on Everyone is a product manager, and it is forbidden to reprint without permission.
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