In the face-to-face class, what method did Mr. Xue propose to systematically think about the pain points?

About the use proposed by Teacher Xue in the face-to-face class: 1. Perceptual experience method II. Data induction 3. Performance comparison method. Systematic thinking on pain points

0 1 perceptual experience method

When learning English, everyone has heard of a process of grinding ears. There is another word in phonology called Xun, that is, when the crosstalk apprentice just started, he didn't have to do anything else, just listened to it every day and felt the crosstalk under the influence.

This process is the perceptual experience. The same is true for us to find the pain point of users, that is, 1 word: practice!

Constant use of the product increases the feeling, but in this seemingly simple process of continuous use, there are many misunderstandings, at least two points need to be noted:

Perceptual experience has a lot to do with the way of thinking.

The pain point is a subtle experience.

For example, clicking once and clicking twice are completely different user experiences.

In the last issue, we talked about Tik Tok's 1 screen and 1 content, which is more popular with users than the 1 screen content of some video websites.

Because when the 1 screen has a lot of content, users need to choose when they click in, and the choice will be anxious and waste time, which may eventually lead to no choice and give up watching; 1 screen 1 content, so that users don't have to choose, just click.

In fact, the 1 screen has a variety of contents. If users like it, they will click twice.

It is this time and again that makes a huge difference in products. But does anyone think users are so melodramatic? Isn't it just another click? Are you making a mountain out of a molehill

Some people can't really get the user's perception. There are empathy problems and thinking reasons. Some people will digitize users instead of perceiving them.

Experiencing human nature in digital mode is cold, and many people with strong macro thinking can't perceive the subtle pain points of users.

For example, I have done a thinking test myself, and my systematic thinking is perfect, that is, it is ok to build a system and make a macro judgment, but it will be lacking when it comes to some details.

These are two sides of things, and no one can show both sides of a coin at the same time.

But what we want to emphasize is that many people are not ready to fight for their talents. It doesn't matter if you are a person with strong macro thinking. After this article, you can deliberately train in your daily life. When you think there is a small difference, stop and pay more attention to observation.

2. Perceived experience focuses on experience, not data.

Many people can't wait to summarize and find out some rules when they use the product for the third time. We say this is a taboo of perceptual experience.

Just like teaching a child, he has just learned several complete sentences and is busy teaching grammar.

I don't know if you have had such an experience. For example, if you organize a large-scale activity, you have read the planning of this activity countless times, including selection, notification, personnel, transportation, accommodation, materials, stage, ppt, speech process, prizes, photos and so on.

But if this is the first organization, it will still feel a bit blank and out of control. Because you have no perceptual experience, it's all a bunch of abstract words combined in your mind, not rich pictures.

So what we emphasize here is that if you want to find the pain points of users, don't think about it, but turn yourself into users and use them constantly. Don't rush to summarize the data, that is, the process of edification, to get the most real and basic perception, so as to find the concrete and image perception in the brain, and it is possible to accurately find the pain points of users.

Data induction is the most commonly used method to find pain points.

1. Evaluation Forum

Users' complaints will be reflected in the evaluation, which will accumulate users' pain points. In addition to finding your own products, you can also find them in competing products in the industry.

There was once an entrepreneur who wanted to make cakes and soak them in various cake evaluation forums. He found that with the upgrading of consumption power, users hate vegetable cream cakes more and more.

Vegetable butter is mainly composed of vegetable protein and vegetable fat, and is processed by adding emulsifier and seasoning. It contains a lot of trans fatty acids and hydrogenated oils and cannot be metabolized. Animal cream is a kind of natural healthy food with high concentration of fat separated from fresh milk.

Therefore, he decided to attack the market with animal cream as the main selling point. This distinctive label suddenly hit the pain point of users and gained market recognition.

In addition, customer service complaints are also a channel to obtain user pain points.

2. Industry information

The pain point of users is the relative imbalance between the ideal state and the actual state, and industry information is a good way to find the potential pain point of users.

There was once a real estate project, and in the combing of landing value points, it was found that the surrounding communities did not separate people and vehicles.

Later, this real estate project took the diversion of people and cars as the main selling point to promote attraction. As a result, I fell on the street and the visiting data was cold. There may be many reasons, but one is that the surrounding residents have never lived in a residential area where people and cars are separated, which has no concept.

So it is the residents of these communities who are diverting people and cars. Doesn't it hurt? Definitely not.

They changed the copy, emphasizing the separation of people and vehicles in the new community, which is an industry trend. Regardless of people and cars, it is a kind of backwardness. Later, it gradually opened up the surrounding markets and was recognized by consumers.

In this case, industry information improves the ideal state of users.

03 performance comparison method

I want to know which of the two titles can hit the user's pain point better. What should I do?

You can throw these two titles into the crowd of 100 to see the click rate of everyone. Of course, there will be some flaws in this case, such as the order of the questions will seriously affect the results.

However, with the improvement of data acquisition ability of many platforms, it is completely possible to carry out grayscale testing in products and find the pain points of users in the most real performance.

It should be emphasized that this kind of test is effective only in the real environment of users, but not in the analysis of households.