Pick up at the end of the article 【Himalayan user growth strategy】
Background
The needs will vary from person to person, from cultural difference to cultural differences, and with the change of time, as a product designer, you should continue to investigate the needs and iteratively optimize the product.
For a variety of products, there will be a bunch of different functions, so there will be a lot of different requirements involved, and which requirements are most important to the user, whether the user is satisfied with the newly developed requirements, and how to prioritize from the many requirements.
In order to avoid directly patting the head to give solutions, it is necessary to have a set of scientific analysis methods, really from the user needs to sort out the level of demand and the priority of the demand, and can further judge the degree of impact of the demand realization on the user, how to scientifically judge the priority of the function, here it is necessary to use the kano analysis model, through this model combined with the real scene to give a more scientific decision.
Introduction to kano models
The kano model is mainly to classify and sort user needs, and to upgrade the functions of the product by analyzing the user's satisfaction with the product function, so as to determine the priority in the product implementation process. The main form of model implementation is through questionnaire research. The kano model is a typical qualitative analysis model that generally does not directly measure user satisfaction, and is often used to identify user acceptance of new features.
According to the user's satisfaction with the function, the kano model can divide the function into 5 attributes, namely charm attribute, desire attribute, undifferentiated attribute, required attribute, and reverse attribute.
1. Attractive attributes
That is, the user intention is not enough, need to dig / insight, if not to provide this demand, user satisfaction will not be reduced, if you provide this demand, user satisfaction will be greatly improved.
When the user has no clear demand for some products, the enterprise will provide customers with some completely unexpected product attributes or service behaviors, so that the user will surprise, the user will show great satisfaction, thereby improving user loyalty
2. Desired demand
When this requirement is provided, user satisfaction increases, and when this demand is not provided, user satisfaction decreases. It is a demand in the growth stage, customers, competitors and enterprises themselves are concerned about the needs, but also the needs that reflect the competitiveness, for such needs, the company's approach should focus on improving the quality of this aspect.
3. Required requirements
For users, these needs must be met, and when this demand is not provided, user satisfaction will be greatly reduced, but optimizing this demand will not significantly improve user satisfaction. For this kind of demand, it is the core demand, but also the product must do the function, the company's approach should be to pay attention to not to reduce points in these aspects, the need for enterprises to constantly investigate and understand the user needs, and through the appropriate method in the product to reflect these needs.
4. No difference in demand
The user simply does not care about the requirements and has no impact on the user experience. User satisfaction will not change whether this demand is offered or not, and the practice of companies should be to avoid such needs as much as possible.
5. Reverse type demand
Users do not have this demand at all, and user satisfaction declines after providing it.
Therefore, when we do product design, we need to try to avoid undifferentiated attributes, reverse attributes, at least do a good job of essential attributes, expectation attributes, and strive to do a good job of charm attributes.
The steps to use the kano model
1. Questionnaire design
Each function/requirement surveyed by the kano model has two questions, positive measurement of user satisfaction when faced with this feature, and negative measurement of user satisfaction when facing the lack of this function. The answers to the questions in the questionnaire generally use a five-level option, according to: like, it should be so, it doesn't matter, reluctantly accept, I don't like, evaluate.
For example, design the following questionnaire
1
The background color for the phone will change according to the user's mood, and your feelings about this need are:
a. I like it b. it should be so c. It doesn't matter d. Reluctantly accept e. I don't like it
2
The background color for the phone will not change according to the user's mood change, and your feelings about this need are:
2. Collect data and clean it up
According to the question, the user is surveyed, the unreasonable questionnaire is screened out, and the available questionnaire is collected.
3. Classification according to the kano model
Explanation of terms:
a: Charm attribute
o: Expected attribute
m: Required attribute
i: No difference attribute
r: Reverse attribute
q: Suspicious results
4. Quantitative analysis (better-worse coefficient)
According to the attribute classification percentage comparison table of each function, the better-worse coefficient is calculated, indicating that a function can increase the degree of satisfaction or eliminate the degree of influence that is disliked.
The percentage in the table where the corresponding attributes are in the same position add up:
Increased satisfaction coefficient: better/si=(a+o)/(a+o+m+i)
Coefficient of dissatisfaction after elimination: worse/dsi=-1*(o+m)/(a+o+m+i)
Better coefficient: can be understood as a satisfaction coefficient, better value is usually positive, representing that if you provide a certain functional attribute, user satisfaction will increase, the larger the positive value, the closer to 1, indicating that the greater the impact on user satisfaction, the stronger the impact of user satisfaction, the faster the rise.
Worse coefficient: can be understood as a coefficient of dissatisfaction, its value is usually negative, representing that if you do not provide a certain functional attribute, the user's satisfaction will be reduced, the more negative the value / the closer to -1, indicating that the user is dissatisfied with the greatest impact, the stronger the effect of the reduction of satisfaction, the faster the decline.
Based on the better-worse coefficient value, the scatter plot is divided into four quadrants to establish requirements prioritization.
It can be seen from this that function 2 in the first quadrant is optimal in the desired attribute and can be prioritized to do this requirement.
Model summary
Although this model can quantify qualitative functions, it can more scientifically guide product decisions. However, in the actual application process, if the understanding of the business itself is not good enough, the results will not be accurate.
The most likely place to have problems is the questionnaire part, one is the questionnaire question, and the other is the object of the questionnaire. For the problem, we need to sort out internally, and for the object of user survey, we need to divide the user group according to the functional characteristics of the product and the service object, and only a good questionnaire can make the optimal decision.
In addition, the needs will vary from person to person, and what we have to do is to meet the needs of most people in the target user population, the needs will be different because of cultural differences, the needs will change with time, yesterday's expectation-type needs, and even the charm-type needs, to today may become a necessary demand, so it is necessary to continue to investigate the needs, and the product needs to continue to iterate.
end.
Author: Interesting data
Source: Interesting data
This article has been authorized by the author, if you need to reprint, please contact the author
Long press the poster below to add WeChat to collect [Himalaya user growth strategy]
· Love Data Weekly Free Live ·
Live Theme: How to Preserve the Value of Being Cut? How do naked words appreciate?
Live Content:
What to do in the preparation phase of separation? Separation handover considerations
Analysis of voluntary resignation motivation and workplace suggestions for different groups of people
Reasons for being laid off: Fungibility? Fit?
Mindset adjustment and experience sharing during the job search process
Live broadcast time: Thursday, June 18, 20:30 on time to share live