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This article mainly explains "how to build the process and method of user portrait from 0 to 1". The explanation content in this article is simple and clear, easy to learn and understand. Please follow the idea of Xiaobian and go deep into it slowly to study and learn "how to build the process and method of user portrait from 0 to 1" together!

As a design tool, user portrait can help designers jump out of the inertia thinking of "designing for themselves," focus on target users, discover core values and empower products.

preface

In the process of product research and development, product, design, R & D personnel often mention words such as "we want to design for target users" and "who our users are," which shows that it is very important to find the target users accurately in the process of production and research. As a kind of design tool, user portrait can help designers jump out of the inertia thinking of "designing for themselves," focus on target users, discover core value, empower products, and have wide application in various types of Internet products.

What is a user profile?

At present, there are two kinds of user portrait concepts commonly used in the industry, one is User persona, one is User portrait, and there are also translations for User profile.

The first user persona, according to Alan Cooper's About Face, is a representative virtual user model abstracted from the product's observations of the real world, sometimes referred to as a composite User Archetype. This concept was first proposed by Alan Cooper in The Inmates are Running the Asylum, and has been refined in many subsequent books.

The main features of this portrait are as follows:

1. Describe a user profile including a character description and user goals

Here, role description refers to name, age, location, income, occupation, etc., which is mainly to make the user portrait richer, more real and more concrete; the focus is on user motivation, and the user goal is its motivation.

2. They can represent similar groups or types of users, or they can represent individuals

User persona is abstract and virtual, representing a typical user group; although it can also represent individuals, individuals are not actually independent individuals, but synthesized from actual observation and research.

3. Situation-specific-product-specific behaviors and goals

User persona studies the use of products by users in specific situations, focusing on their behaviors, attitudes, abilities, motivations, etc. within a certain range. Even if the same role, the motivation under different products is also different, generally speaking, it is not easy to reuse between different products, and it is necessary to consider the cut-in scenarios of different products.

The second kind of user portrait, namely User portrait, refers to the labeling of user information, which collects multi-dimensional information data of users (such as demographic attributes, social attributes, behavior preferences, consumption habits, etc.), and carries out statistics and analysis on them, so as to abstract the whole picture of user information. Compared with user persona, it focuses more on data mining and label system construction.

The main features of such portraits are as follows:

Authenticity: A collection of real information about each individual, such as static information such as demographic attributes and dynamic information about user behavior.

Timeliness: user dynamic information is not a layer of unchanged, you can track its changes in real time.

Wide coverage: It can not only monitor the content that users are interested in, but also see the content that they are not interested in. There are many dimensions and the granularity is thick and thin.

Here is a brief comparison of the differences between these two types of user portraits:

This article focuses on the first type of user persona. As for how to create data portrait labels and applications, it will be introduced in the following articles, so I will not repeat them here.

The value of user portraits

As a design tool, user profile plays an important role throughout the product life cycle. Combined with several stages of design work, the value of portraits mainly includes:

Pre-design: help establish product positioning and goals

In Design: Helps establish design goals, design strategies, and criteria

Post-design: Facilitate other work such as marketing, operations activities, sales planning

Construction process of user portrait

Generally speaking, user personas mostly use qualitative research methods to divide roles. The main data sources that can be used include ethnographic research, situational investigation, observation method, interview method, desktop research, etc. The specific implementation will be slightly adjusted according to the business situation.

This article combines the experience of two business lines of Kujiale-Kuaidi and Yingke, and combs the process and method of constructing portraits from 0 to 1, as shown in the following figure:

Step1: Establishing Goals and Portrait Dimensions

Clarify business objectives and user roles. Different roles and objectives have different information collection, which will affect the final portrait result. Therefore, before making a portrait, you need to consider the purpose of the portrait. After defining the target, you can combine the target with the role to formulate the portrait information dimension.

There are two caveats here:

What is common information?

How to filter out target users?

For the first point, the general information dimension can be combined with the constituent elements of the user portrait, and the business situation of the user can be selectively extracted. It should be noted here that there will be some differences in the information dimensions of to C and to B. For example, to C attribute products will pay attention to the user's gender, age, family situation, hobbies and habits, while to B type will not pay much attention to these, they will focus more on the user's work ability, work content, use of work, etc.

Summary of user portrait components:

For the second point, since we are creating user portraits, we need to cover different users as much as possible. And who do you want to study? Here are two small tips.

Tips1: User filter criteria

Find products and operations closely related to the business, discuss and determine the user type together, in the discussion we will define qualified users, obtain a user screening criteria table, and then invite users according to this table.

Tip 2: Job Function Screening

For some products with clear division of to B job functions, users can be found based on job functions. In actual operation, it is necessary to combine the actual situation to see whether it is necessary to distinguish between management posts and ordinary executive posts.

Take Quick Build Intelligent Design Business Line as an example, in User Portrait Project

Business objectives: overall and comprehensive understanding of user characteristics, product cognition, use scenarios and pain points

Target users: Considering that the goal is to have a comprehensive and overall cognition of the users on the quick ride tool side first, in the questionnaire method, the users on the D end &B end have access & open too fast ride behavior, and when digging the scene and pain point deeply, combined with the feedback of the questionnaire, the D end and B end focus on finding active users, and subdivide the user identity type.

The combination of these two will eventually sort out the dimensions of user portraits.

Step 2: Establish a survey methodology

After establishing the portrait information dimension, it is necessary to select appropriate research methods to realize information collection in combination with factors such as users, time and energy, and funds. There are three commonly used research methods:

Qualitative research: such as interviews, secondary data research

Quantitative research: such as questionnaire survey, data analysis

Qualitative + Quantitative: A combination of the above two methods.

How to choose each method? It can be selected according to the difference of research methods, the life cycle of products, and the actual time, energy, funds, etc.

Differences in research methods

Quantitative and qualitative are relative concepts. Quantitative methods focus on understanding "what", that is, discovering what users do and mining factual information. Qualitative methods focus on understanding "why," that is, mining the reasons behind user behavior to understand phenomena.

Research methods corresponding to product life cycle

New-born period: During this period, the product has not been finalized, and the target users are also in the market exploration. You can try to find expert users or users competing for the product through interview method, focusing on mining the scenarios in which TA use the product and what the core pain points are, so as to verify the MVP version.

Growth period: At this time, the product has entered a period of rapid user growth. With the increase of volume, users will be stratified and more and more problems will be exposed. You can try to stratify users through quantitative method, and then assist in qualitative understanding of each type of user and solve problems targeted.

Maturity period: The user volume tends to be stable. On the one hand, the product needs to maintain stability, continuously meet the needs of existing users, and improve the product experience; on the other hand, it needs to try to break through and find market segments to tap new growth points. You can try to qualitatively mine blue ocean first, and then quantitatively verify it.

Decline period: qualitative understanding of the cause, adjust the product.

Taking the quick intelligent design business line as an example, the purpose, product cycle, research method, time and energy are integrated, and three methods of data + questionnaire + telephone interview are adopted.

Step3: Planning and Data Collection

After clarifying the objectives and methods, it is necessary to refine the whole research, formulate specific and detailed implementation plans and implement them, and control the overall rhythm to collect effective information.

For example, if questionnaire method is used, questionnaire design-interviewee selection-questionnaire delivery-questionnaire recovery is required. If interview method is used, it is necessary to prepare relevant materials before, during and after the interview. Different methods are adopted, and the matters needing attention in the implementation process are different. You can refer to the tools and articles of relevant methods, which are not repeated here.

Step4: Analyze the data, role clustering

In the third step, after collecting and sorting out effective information, it is necessary to identify key behavior variables, map the surveyed users with behavior variables one by one, and identify differentiated behavior patterns.

When looking for variables that may lead to behavioral differences between users, combined with previous experience, the author summarizes the dimensions that can be used for reference.

When users are mapped based on behavioral variables, absolute accuracy is not required, as long as the mapping is relatively clear. After combing, it can be observed that some user groups are clustered on several behavior variables, which constitute a significant behavior pattern, thus clustering a certain role type. By analogy, several different patterns of behavior can be found. To ensure comprehensiveness, it is best to traverse the mapping and check for missing users or variables.

Take quick-build as an example, when users use intelligent design tools, behavior variables can be subdivided into: occupation type, professional skill level, use mode, value factors, etc., and several role types are clustered after one-to-one correspondence, for example, one type pursues speed and values overall effect; the other type focuses on process and details.

In addition to the above methods, for to B enterprise-level products, when the user's functional attributes are strong, enterprise functions can be used as the basis for classifying role types. At this time, as long as the typical sample is sampled for each type of role, the completeness is guaranteed, and the investigation can be carried out.

Step5: Combine features to produce portraits

After completing the character clustering, sort out the behavior, goal, pain point and other dimensional characteristics of each type of character, form the basic framework of the portrait, and describe the attribute information and scene of each character in detail, so as to make the portrait more full and true.

At this time, it is necessary to note:

Although there are many portrait templates provided online, they are only reference examples. Everyone needs to make portraits belonging to their own business according to the information they collect.

It's best to paste a photo of each portrait that matches the character's characteristics and environment to convey a more emotional message and bring in a stronger sense.

Prioritize portraits. According to Alan Cooper's suggestion, it is best not to have more than 3 user roles for a product. After obtaining the portrait, it is necessary to evaluate the importance degree in combination with the dimensions of coverage population base size, revenue potential, competitive advantage and business planning, and define the main role, secondary role and supplementary role.

As a design tool, user portrait is not a layer unchanged, and needs to be iterated continuously over time. When the product accumulates a certain number of users, quantitative method can be used for verification to supplement and optimize more dimensional information.

User profile framework

Take quick-build as an example, a certain type of role-sales shopping guide portrait is as follows:

Step6: Combine products, portrait landing

User portraits can only reflect their value if they fall to the ground and assist product design, otherwise they are castles in the air.

After creating the portrait, you can organize and share the portrait results, so that the team members can reach a consensus on the users of the service, and then discuss the new opportunity points or improvement points of the product, and gradually land in the product design and promotion marketing. How to apply the user portrait before, during and after the design, there will be further detailed explanation in the subsequent articles, so this article will not repeat it again.

Thank you for reading. The above is the content of "How to construct the process and method of user portrait from 0 to 1." After studying this article, I believe you have a deeper understanding of how to construct the process and method of user portrait from 0 to 1. The specific use situation still needs to be verified by practice. Here is, Xiaobian will push more articles related to knowledge points for everyone, welcome to pay attention!

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