The real user needs are not the solution that the user has come up with, but need to be realized through analysis and design.
This article reports on the 14th special seminar of the medical dry goods group. The theme of this issue is: How to identify the user's real product demand and demand analysis and design?
First of all, we need to explain that today's discussion focuses more on identifying users' "product requirements" rather than other needs such as "purchase requirements" and "consumption needs."
What is user demand?
We have insights that the so-called user needs are actually “work that needs to be doneâ€. The reason why we want to buy products and services is because we have to buy products to complete a specific task. What does this mean? We don't have to arrange a life for a particular group of people. No one buys a certain kind of product or service because of the group of men who are 18-35 years old. This condition may have a certain relationship with the purchase of this product or that kind of product. But it won't let us specify to buy a certain product. On the contrary, some tasks in life will appear regularly. We can find some ways to help ourselves. This led us to buy a product with the mechanism "I need to complete a task", and a product or solution can help us achieve this goal, this time we say that the user's needs are met.
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User needs and solutions
A well-known paragraph said that in the era of the car that has not yet appeared in the car, to do consumer research, will only get the answer: I need a faster horse, not the car I need.
In response to the appeal of "I need a faster horse", the faster carriages and cars are actually solutions. "Users want to reach the destination faster." This life task is the real demand.
There is a demand called "I want to tell you something", this demand has experienced a series of solutions such as å¼, horn, flying pigeons, post, post office, telegraph, telephone, QQ typing, video chat, etc. It is the WeChat we are using.
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This is the difference between user needs and solutions.
Excellent product design is based on the user's existing needs, we still need to emphasize: the user's existing needs! User needs are always consistent. We used to shop, so today we also buy online; we also read newspapers before, so today we also use the news app; we also posted advertisements everywhere before, so we also use advertising software today.
Demand has never changed, and innovation is actually a solution.
So what we are discussing today is the real user needs, not the solutions that users have come up with.
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