Portrait ppt template-what is a user portrait? How to analyze user portraits?

User role &; User portrait userpersona, a typical user abstracted from the user group, is often used in the product design stage and prototype development stage, helping to establish a behavior model, designing a product baseline (early product) to describe the user's needs, and helping different roles to think from the user's point of view in the R&D process.

The role of establishing user roles

1. Understand the characteristics and differences of users (through questionnaires, interviews, etc. ) and merge them into different virtual users.

2. Review the product (when the product reaches the later stage, it often looks at the original design and jumps out of the discrete requirements through the user portrait, so that the product can be well examined)

3. Study the user experience and usage process (around the user's needs and scenarios), such as typical users and typical scenarios.

4. Clear function: typical user+typical scene+mental goal = user behavior.

Create seven roles of a user role.

P stands for primary: refers to whether the user role is based on the situational interview of real users;

E stands for empathy: refers to whether the user role contains name, photo and product description, and whether the user role has empathy.

R stands for realism: it refers to whether the user role looks like a real person to those who deal with customers every day.

S stands for unique: whether each user is unique and has a good correlation with each other.

O stands for goal: whether the user role contains high-level goals related to the product and keywords describing the goals;

N stands for quantity ($ number): Are there enough user roles so that the design team can remember the name of each user role and one of the main user roles?

A stands for applicability: Can the design team use user roles as a tool to make design decisions?

Seven elements of common user roles &; Role basicity

P stands for primary: refers to whether the user role is based on the situational interview of real users;

file analysis

Interview: 1 vs 1

questionnaire survey

Observation method

Focus group: subject matter experts 1 many-to-many

Guided seminar

User role summary

The 1. user role usually appears in the product development stage and the initial stage of product launch. In view of the fact that enterprises do not have a lot of user data and behavior records, they can only establish user roles according to the needs put forward by typical users by collecting requirements;

2. Creating user roles needs to refer to seven dimensions, mainly considering whether the roles come from real needs, the role design should have names and photos, the number of roles should be scientifically created step by step, and the roles can be effectively placed in the needs & etc. Which is used for solving technical problems.

3. According to the fact that roles should come from real needs, we give a general channel for product teams to collect user needs. Next, after understanding the user portrait, we will deeply analyze the relationship between product demand and user portrait.

User Portrait The Internet has entered the era of big data, which has brought a series of changes and reshaping to the behavior of enterprises and users. All the behaviors of users will be "visualized" in front of the enterprise. With the in-depth research and application of big data technology, the potential business value has been deeply studied, so the concept of userprofile came into being.

The role of establishing user portraits

User demand: He pays attention to static information such as demographic attributes and life, while dynamic information such as "What does the user intend to consume" needs to be analyzed and judged.

Tagging: Visualize users, but with timeliness (users' interests, etc. Not fixed, but soon)

Coverage: provide fine-grained portraits, and subdivide them step by step on the basis of the first-level classification (user portrait group).

User group division: core user group, secondary user group, minority user group and negative user group.

Core user group: The core user group generally refers to the large-scale and high loyalty of the user group, which is easy to cultivate into the core of the community, has the ability to feed back the platform, and can create value for the platform to achieve profitability.

Secondary user groups: Secondary user groups generally refer to user groups with relatively large scale, high loyalty, willingness to participate but limited ability to create value.

Minority user groups: Minority user groups generally refer to small user groups, low loyalty, nostalgia for the single function of the platform and low activity.

Negative user groups: Negative user groups generally refer to user group behaviors, mainly questioning or questioning the platform's flawed functions. Paying attention to the voice of this group can quickly improve the user experience.

User portrait Step 7 &；; Step flow of creating user portrait template

Discover and confirm model factors and activities (user behavior, frequency, etc.). ), status (user's attitude towards the product), ability (user's learning cost), skill (skills in the field, such as accounting technology if you are a product to improve accounting work).

Interview target users: make plans-recruit users-interview execution-organize results.

Recognition behavior model

Confirm user characteristics and goals

Check integrity and replication

Describe user behavior in typical scenarios: keyword method (simple and convenient statistics but lack of logical correlation), list method (listing information is not conducive to horizontal comparison), and card method (both horizontal and vertical comparison are conducive to consistency).

Specify user type: priority: primary user-secondary user-minority user-negative task role

The method of creating user portrait &; Label modeling

Internet companies "mark" users according to their usage habits and behavior records of products, which is the core part of user portraits. The so-called "tag" is a series of words with specific meanings, which are condensed and refined to describe the attributes and characteristics of real users and facilitate the statistical analysis of data by enterprises. Being in different audiences, different enterprises and different purposes, the labels given to users often have different emphases and should be treated specifically. However, some labels are suitable for all situations and should be understood and mastered. I divide common tags into two categories: relatively static user tags and changing user tags.

The method of creating user portrait &; Label modeling &; Static label

Crowd attribute tag is the most basic information element of users, and usually forms its own tag, which does not need too much modeling by enterprises, and it constitutes the basic framework of user portrait.

Population attributes include natural attributes and social attributes: name, gender, age, height, weight, occupation, region, education level, marriage, constellation, blood type, etc. Natural attributes are innate, and once formed, they will remain stable, such as gender, region and blood type; Social attributes are acquired and are in a relatively stable state, such as occupation and marriage.

Psychological phenomena include psychology and personality, as well as congenital and acquired. For enterprises, studying users' psychological phenomena, especially their needs, motivations and values, can spy out users' deep motivations for registering, using and buying products and understand users' demands for products' functions and services. Recognize what kind of value labels the target users have and what kind of groups they are.

Psychological drive: cognition (feeling, perception, memory, thinking, phenomenon), emotion, emotion and will.

Personality: personality psychological characteristics (ability, temperament, personality) and personality tendency (needs, motives, beliefs, values, outlook on life)

The method of creating user portrait &; Label modeling &; Dynamic label

Website behavior attributes: This paper mainly discusses a series of operating behaviors of users inside and outside the website. Common behaviors include: searching, browsing, registering, commenting, liking, collecting, scoring, joining shopping carts, buying and using coupons. At different times and different scenes, these behaviors are constantly changing and belong to dynamic information. By capturing users' behavior data (browsing times, in-depth comments or not), enterprises can deeply classify users and distinguish active/inactive users.

Social network behavior: refers to a series of user behaviors on virtual social software platforms (Weibo, WeChat, forums, communities, post bars, Twitter, Instagram, etc.). ), including basic access behavior (search, registration, login, etc. ), social behavior (inviting/adding/making friends, joining groups, creating new groups, etc. ), and information publishing behavior (add, publish, delete, etc.

Dynamic tagging refers to tagging users' different behaviors according to their operation behaviors, which can obtain a large number of network behavior data, website behavior data, user content preference data and user transaction data. These data further fill in the user information and form a complete 3D user portrait together with the static tag, which is called 3D user portrait.

Can I use the portrait of Grandpa Mao Zedong in PPT? If the PPT content has nothing to do with Grandpa Mao, it can't be used, otherwise the law is serious.

The use of other people's portraits should be reasonable and legal, and there should be no defamation and other acts that damage the reputation and personality of others.

What is a user portrait? How to analyze user portraits? User portraits, also known as user roles, have been widely used in various fields as an effective tool for delineating target users and connecting user needs and design directions.

At present, the market is divided into two categories: ToC and ToB. Generally, the user portraits spread on the Internet are mainly C-side, with many templates and complete methods. The RFM model is mature, and some users gradually gain insight into the company to help enterprises improve their user portraits. However, these C-end templates cannot be directly applied to ToB-end enterprises, and their user portrait research groups are different, which leads to slightly different insight methods.

Here, I take making a ToB user portrait as an example to illustrate, hoping to solve your question. Its main contents include:

1, user basic information

The basic information of users is easy to understand. B-end customers are generally enterprises, and their basic information includes enterprise information, organizational structure, company characteristics and so on. , which provides great help for us to build the basic framework of users. According to the basic information of users, the user team size can be roughly divided into the following categories: 10, 20-50, and 50 or more. Or you can divide different teams according to the core concerns of your industry.

Here we take a company with 20 ~ 50 employees as an example. The template can fill in the company name, company characteristics and organizational structure information in turn.

After completing the input of basic information, the basic characteristics of a startup company with 20-50 people can be clearly displayed in front of you. This information is similar to the information of C-end user portrait, which solves the problem of "who is the user" well, visualizes the lines of data and words, and makes production and R&D personnel feel the real users instead of falling into the strange circle of self-imagination.

2. Purchase decision chain.

After establishing the basic user profile, we can continue to start from the user decision chain. If we can fully understand the influence of each role in the decision-making chain and their demand for products, then we can improve the success rate of obtaining orders and then complete our exploration of the core demands of users.

Take a PM portrait of the Blue Lagoon as an example. Kevin is the product director and has rich experience in the community field. The rhythm of their products is never based on fast, but on good. At present, we attach great importance to process management and document precipitation, and know that these are the keys to ensure high-quality output products. I hope to have a multifunctional tool that can be used more conveniently.

Companies with different numbers of people have different decision chains. The influence of small companies can account for 70%, and large and medium-sized teams have key roles such as director, VP and CEO. So you can supplement the portraits of other key users and improve the decision-making chain according to different company situations.

3. The core demands of users.

After understanding the user portraits of key roles, we can sum up the core demands of decision makers; On the one hand, from the two dimensions of users and decision makers, it helps products to continuously optimize iterations; On the other hand, it provides the starting point and foundation for customers' refined operation, realizes the product growth target, and then improves the market share of enterprises.

If the research is deep enough, you can even get some key data of users, such as DAU, WAU and so on. This part of the data is very helpful for you to fill in the last blank of the user portrait.

After collecting the above information, we can make personalized supplements according to the differences found in the survey, such as reclassifying users, changing the company size of users, adding portraits of key figures, etc.

It is necessary for each of us to gain insight into users and then output a complete user portrait report. Whether you are product, design, operation or sales, understanding users can help us achieve our goals more pertinently.

I have uploaded this template to the "super document" of the blue lagoon. You can select a document directly when you create it. I hope you will like it!