产品需求调研方法
in with 105 comments

产品需求调研方法

in with 105 comments

产品生产中产生五种不同的内容:1.客户实际需要的软件2.客户头脑中想要的软件3.调研人员调研后的软件4.设计人员设计出来的软件5.开发人员开发完成的软件
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之前我曾经看到过这么一份有趣的调研:某公司生产的相机因为销售不好,欲求革故鼎新,产品经理打算出一款黄色外观的相机,已刺激用户消费,于是邀请用户来公司做访谈调研,调研人员询问用户如果出一款黄色的相机喜不喜欢,会不会购买,大部分人说喜欢会,市场有的话会购买,等访谈结束结束之后,公司允许用户在黑/黄色选择一个相机带回家,最后的结果却是大部分调查用户选择了原本的黑色外观的相机。用户真实需求与描述的不一致, 需求调研是重要且容易被用户/自己蒙骗的环节,如何确保上述1.2.3三个内容的的唯一性,所以如何排除干扰,我这边有三个步骤:目标、行为、观点。
关于行为:
步骤是让用户使用的产品,期间不要去打扰用户,只需要仔细的观察,用户从哪里进入、从哪里退出、点击的路径、使用了哪些功能等行为,
在产品的原型图出来之后,我总会让公司的同事去测试,有一次辅助记忆学习八卦的新功能,新功能大体是用户点击阴阳爻后生成一个全新卦序,当初设计的构想是提高趣味性,用于易经的学习,然而测试的时候,观察到同事拿起了铜钱进行了占卜,并在纸上绘制,之后在点击了在使用功能,把学习功能变成了解卦功能,这也是意想不到另一种用途,从而避免了功能的重复开发。
关于目标:
我们通过观察,并深入了解用户为什么会点击这个按钮,为什么进去之后又推出来了,为什么要点击进去。需要明确自己设计的目标与用户使用的目标是否一致,
关于观点
在调研时候,最困难的是问卷设计工作,需要确认问题是否与我们的目标相关、问题的权重占比、词语是否能够让用户真正的表述自己的想法、每个问题的表述是否都能够得到我们想要的解答方式、如何把所有问题保持为一个整体等都是在考虑范围之内。还需要有一些心理学常识,在与用户面对面交流的时候,人很难在陌生人面前敞开心扉,表露自己的心声;有时描述的内容页含糊不清,模棱两可,要想法让用户使用陈述句,语句尽量包含:主谓宾定状补量词限定词,自己也不能带着强有力的预期去随意揣测用户的描述!
数学符号.png
千万不要这样去询问用户:你对我们这款产品感觉怎么样啊? 说说你的想法?等大而不负责任的问法,如果你自己不知道问什么,那么就想好了再去询问,自己不知道自己要什么而企图去让用户回答,这就是不负责任推卸压力的表现。
撰写问卷者可以使用6W2H的方法,确保问题无遗漏,形成一个完整的闭环。
最后形成文档,检查整个调查环节的合理性,再复盘。

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