? Determine the market and target users through analysis, collect questions through quantitative data obtained by questionnaire survey and feedback collected from various channels, conduct targeted user interviews to understand the real experience of users, then prove it again with quantitative data, get the demand, and finally turn it into an iterative goal through induction, discussion and analysis.

The specific arrangement of this interview is as follows:

1. Pre-stage: According to the iteration strategy and operation strategy summarized in the competing product analysis report, brainstorm and sort out the user's research direction, form an interview outline and questionnaire survey, and adjust and update it as needed during the period;

2. Process: According to different interviewees, conduct interviews around the iterative direction, and conduct extended and in-depth interviews according to the situation;

3. Summary: According to the interview results and the four-element method of demand, the interview results are analyzed and refined to form a demand list and an interview report.

This user interview adopts the combination of live talk and voice telephone interview, which can ensure the universality, smooth communication and timeliness of the interview, and the interview content is clear and accurate.

Interview questions can be roughly divided into factual questions, behavioral questions, tendentious questions, subjective questions, suggestive questions, causal questions and comprehensive questions.

The focus of this kind of question is to describe the user's portrait and understand the overall feeling of the user when using the product, such as the length and frequency of the user's use, the matching degree of the content pushed by the notes, etc.

Objective: To improve the user portrait.

(1) User's gender, age, occupation, city, family members and other personal information;

(2) Cognition of cross-border e-commerce products, such as positioning cross-border e-commerce products, and when to consider using cross-border e-commerce products;

(3) consumption habits, such as; How many days to buy online, what products are there online, price preferences, etc.

Evaluate the specific modules used by users, including: whether you can quickly understand the usage method before use, user experience (search efficiency, operation experience, etc.). ) Whether the user's problems can be solved during and after use. If users use the same module on other products, the comparison can be extended.

Objective: To deeply explore users' behavior habits and preferences.

(1) Notes browsing comments?

(2) Evaluation of published notes?

(3) Evaluation of shopping in shopping malls?

(4) Customer service function evaluation?

(5) Social experience evaluation? (Private messages, comments, messages, likes, etc. )

(6) Evaluation of personal related functions? (Settings, collections, shopping carts, orders, etc. )

(7) Evaluation of other functions? (Concern, topic, etc. )

After the users have experienced the baptism of several similar products, we need to understand the user's tendency in product selection and the reasons behind it, and make corresponding preparations for the next iteration and even the adjustment of operation strategy in combination with the analysis and summary of the previous market and competing products.

(1) Have you used other cross-border e-commerce products? If yes, who do you think is better than Xiaohongshu? Why?

Objective: To analyze the experience preference of most users by comparing competing products.

(2) In Little Red Book, after you have physical impulse, how would you make a purchase? Do you have a stronger shopping impulse after watching the star's note sharing meeting?

Objective: To understand the influence of stars on the shopping conversion rate and the overall shopping conversion rate of Xiaohongshu.

(3) Do you often send friends? Will you post notes in the little red book?

Objective: After understanding the sharing desire of users, it is analyzed that the release notes of Little Red Book contain too high a threshold.

(1) What do you think of the visual design and operation experience of Little Red Book?

Objective: From this, we can know the user's current visual and experience evaluation of Little Red Book.

(2) How do you evaluate Xiaohongshu customer service? (Compared with other e-commerce apps)

Objective: To understand the user's operating experience of Xiaohongshu customer service function and the satisfaction of manual customer service.

(3) Which modules of Little Red Book do you think are not good enough? Why?

Purpose; You can get a general understanding of users' overall evaluation of each module of Little Red Book.

This kind of question will be asked selectively according to different user types and current user status. For example, users of Meng Xin True Love Powder type, we hope they can improve their expected function points; For example, when shallow users start to get upset in an interview, we will ask leading questions instead of completely open questions.

(1) What new features do you expect Little Red Book to add in the future?

(2) What improvements do you hope Xiaohongshu can make on the XX function module?

(3) How to treat the publication of Little Red Book stolen? Any suggestions?

According to the rhythm of the interview, one or several aspects of the above problems are combined to achieve the purpose of widely tapping the basic needs of users.

In this interview, users are divided into four categories according to "using time" and "using frequency": shallow users in Meng Xin, old-school users in Buddhism, true love fans in Meng Xin and hard-core users, so as to understand the differences of different types of users' needs and find the breakthrough point according to the strategy.

The sources of this user interview are: friends who have used Xiaohongshu around them; The QQ group and WeChat group of Xiaohongshu users randomly select users in Xiaohongshu App.

All interviewed users are directed invitations, through QQ voice, WeChat voice and telephone. Interview face to face 1. One person is in charge of the interview and the other is in charge of the recording. After the interview, the interviewer and the recorder exchanged views and got a relatively impartial and detailed interview report.

The results of user interviews show that only 12 users in this interview are male, accounting for 8.3%; Female 1 1 person, accounting for 9 1.7%. Compared with the latest data, we know that the interview population is basically the same, and female users are the main user groups of Xiaohongshu.

In March, 2065, the gender distribution of users was 438+08.

At the same time, in terms of age, we know that the users of this interview are concentrated in the range of 20 to 29 years old, which is basically consistent with the latest market data. It can be seen that the age of 20 to 29 is the main user group of Xiaohongshu. Because of its content community attribute and overall tonality, Little Red Book has the highest proportion of female users, and the proportion after 95 is relatively high, more refined and younger.

The age distribution of users in March, 2065+the gender distribution of users in the interview data in 2008.

In addition, according to the educational level, in this interview, there are 9 undergraduates, 2 masters, and doctors 1 person, among whom 1 person is male, accounting for 8.33%, 8 females, accounting for 66.67%, 2 females, accounting for 16.67%, and 65,438 females. It can be seen that the users who participated in the interview are all highly educated users, and it is temporarily confirmed that highly educated users are the main user groups of Xiaohongshu, which has been verified in the questionnaire results.

From the analysis of consumption power and geographical distribution, it can be seen that the monthly income range of the interviewed users is below 6,543,800 yuan, and 7 people are between 6,543,800 yuan and 20,000 yuan, mainly concentrated in the middle-class consumer groups, which is consistent with the market data: geographically, due to the relative concentration of respondents in different regions, they are not representative.

Interview data of user income distribution in March 20 18

In the aspect of outline design, according to the iterative direction determined by the competing product analysis report, the design is carried out from the basic direction, and the question bank reaches more than 40 questions, which can meet the diversity of questions and cover all core functions.

In terms of user samples, we conducted two pairs of 1 interviews with users of different genders, age groups, regions, incomes and education levels by telephone, voice and face-to-face interviews. Users gave feedback on the basic situation, process design, interactive experience and function use, and collected 12 complete user interview reports, which were compared with market data at the user attribute level.

Through functional analysis, visual experience, operation and commercialization, this paper analyzes the products of "Little Red Book" and draws the conclusion that:

1. Function analysis: Xiaohongshu has such special functions as "commodity barrage", "seven-day guaranteed price" and "note link", which has unique advantages in service and experience. However, the defects are also serious, such as "difficulty in finding goods", "cumbersome customer service experience" and "deviation of recommendation mechanism".

Second, vision and experience: the color matching and structure of several core functional interfaces of Xiaohongshu are relatively refreshing, and the operation is relatively agile, which is in line with its youthful style. However, the tonality of shopping malls can be adjusted appropriately to enhance the visual effect of activities and avoid giving people a feeling of being too cold and cheerless.

Third, operation and commercialization: the accumulation of community content is a slow and gradual process. Xiaohongshu's great advantages in early community operation cannot be surpassed in the short term. How to turn the huge community traffic into profits, Xiaohongshu has been exploring, and the business model of B2C only accounts for a small part of the huge community traffic. Relying on its huge resource advantages, the cross-border e-commerce field was quickly carved up by Tmall International, JD.COM Global Purchase and Netease Koala. Unlike Netease koala, which started from Baiying, Xiaohongshu can take advantage of its own community content to enhance the shopping experience in the mall, so as to improve the shopping conversion rate as the main iterative direction in the short term. Focus on the development of shopping guide management and make full use of each other's strengths, just like Little Red Book's message "Mark a better life", and get out of the cracks of giants.

According to the summary of the interview outline data, we divided the interview content into blocks. First of all, we determined the user portrait: 20 to 29 years old, mostly working women and female students. Such groups pay more attention to a better life. Secondly, we interviewed the user's experience of using the "Little Red Book App". The interview content is divided into the following modules:

(1) Accuracy of recommended content: According to the interview results, different users have different views on the accuracy of recommended content, and the evaluation is high or low, and it is uncertain and neutral. Among them, users who are dissatisfied with the recommended content very much hope that Xiaohongshu can add their own interest preferences and improve the functions of the recommended content.

(2) Note conversion shopping rate: Little Red Book's high-quality note content can really generate shopping impulses for users, but on the other hand, the quality of Little Red Book products has been widely questioned, and the shopping conversion rate of users in Little Red Book App is not very optimistic. The establishment of the product quality sense of Xiaohongshu will be a process that needs to be continuously optimized in combination with commercial operation.

(3) Notes sharing: Few users have published notes in this interview, and users mainly browse notes, which is similar to Zhihu's experience: "You can't have both quality and quantity". High-quality notes are the necessary logic of Xiaohongshu community and will also be a long-term state of products.

(4) Trust in Xiaohongshu: According to the interview results, the trust is generally low, which directly leads to a large loss of users' purchases. There is obvious distrust of third-party merchants, and there are also phenomena that the supply of large platforms is in short supply and the truth is mixed. In addition to shaping the sense of quality of self-operated goods, we can also create a sense of quality and reputation for the third-party merchants of Xiaohongshu through well-known brands and officially certified stores.

(5) Price is related to after-sales: From the results, most users are concerned about the cost performance of goods. The lack or inefficiency of customer service directly reduces the reputation of Xiaohongshu and the purchasing efficiency of users, and even worse, customer service cannot be found. As the basic function of the product, Xiaohongshu needs to improve the customer service system quickly to fill this shortcoming.

(6) Related to competing products: According to the user's reply results, the e-commerce module of Xiaohongshu is insufficient in terms of cost performance, genuine product guarantee, product types and marketing activities, and a large part of its purchasing power is diverted to other platforms focusing on e-commerce, such as Tmall, JD.COM and Koala. However, the community advantage of Xiaohongshu has become a barrier, and other competing products cannot be crossed in a short time.

(7) Relevant suggestions: In the community, it is suggested to add online interaction, topic tags, interest tags, spit or diss functions to optimize the note publishing process and experience; In e-commerce, it is suggested to simplify the shopping process, increase product sales and evaluation, ensure authenticity, group purchase function, product type and so on.

To sum up, according to the four-quadrant method, we classify the interview results as follows:

In priority setting, we mainly consider the importance and urgency of demand, whether it is strong demand, whether it is high-frequency demand, and whether it conforms to our overall development plan.

In the stage of competing products and demand analysis, the next step is to imitate the shopping experience of high-end e-commerce, and combine our own tonality advantages to shape the quality sense of shopping malls. Give top priority to increasing operational activities, enriching product categories, optimizing shopping experience and improving customer service and after-sales demand. With the continuous improvement of the community, the community's gameplay, the optimization of publishing notes, the production of high-quality content and the priority evaluation of the city core are slightly higher. Specific needs and priorities will be shown in the conclusion.

The priority setting is as follows:

P0:BUG； P 1: important and urgent; P2: urgency is not important; P3: Important but not urgent; P4: unimportant or not urgent;

Because each user pays attention to different functions and needs, it is impossible to prioritize the needs according to a few users. Therefore, according to the results of user interviews, we generate a demand list (see Annex 2 for details), divide the function points and make a questionnaire (see Annex 3 for details), design 23 questions around the core functions, collect data and sort the requirements through the diffusion survey of interviewed users and friends. The questionnaire is as follows:

* * * A total of 65,438+000 questionnaires were collected, of which 65,438+02 respondents all filled in the questionnaires. The users who participated in the questionnaire came from QQ group and WeChat of Xiaohongshu users, as well as classmates, colleagues or friends who had used Xiaohongshu around them.

? The gender composition of users in this questionnaire is 9 males and 9 females1person, accounting for 9% of males and 9 1% of females, which is basically consistent with the gender of users in competitive product analysis and user interviews. In terms of age distribution, users are mainly 18-30 years old, and most of them are 26-30 years old. From the education level, 26% of users have junior college degree or below, and 74% have bachelor degree or above, indicating that most users have received higher education. Judging from the composition of disposable income, 92% of users' disposable income is between 8,000 yuan and 6,543.8+0.5 million yuan or less than 8,000 yuan, while only 8% of users have disposable income exceeding 6,543.8+0.5 million yuan.

It can be seen that due to the large sample size, the crowd portrait of the questionnaire is more consistent with the real market data.

First, the little red book products related-all

Give priority to the user research on the overall situation of Xiaohongshu, the main purpose is to explore the overall feelings of users on the use of Xiaohongshu.

The positioning of (1) in users' minds.

① 80% of users think that Little Red Book is a life guide, which can provide a lot of reference for Raiders. This positioning is also the starting point and highlight of Little Red Book.

② 52% of users think that Xiaohongshu is shopping software (this part of users pay more attention to e-commerce module);

③ 53% of users think that Xiaohongshu is a social platform (as a product focused on the community, this proportion is low, which shows that Xiaohongshu's social experience is relatively general);

④ 6% of other options are actually classified as life guides.

Question 9: What kind of software do you think Little Red Book is? multiple-choice question

(2) product vision

Up to 48% users are satisfied with the vision of Xiaohongshu, accounting for 34% of them, so Xiaohongshu can't make a fuss about visual optimization, otherwise it is likely to be counterproductive.

Question 10: Are you satisfied with the color matching and layout of the little red book interface? multiple-choice

(3) Functions mainly used by users

① Up to 88% of users browse notes mainly in Xiaohongshu, but only 40% of users are willing to shop in Xiaohongshu Mall. According to user interviews, there are three reasons: Xiaohongshu has not done enough shopping guidance for users (note guidance, promotion guidance, marketing activities, etc.). ), Xiaohongshu's products have problems, and the shopping experience has problems;

② Only 46% of users are willing to post notes, which confirms two conclusions in user interviews: users' desire to share little red books is not high, and posting notes is more troublesome;

③ Only 37% users participate in the topic, mainly because the entrance of the topic is deep and troublesome;

④ 6% of other options are actually classified as browsing notes and shopping in the mall;

Question 1 1: What are the main functions of the little red book? (multiple choice question)

(4) pay attention to the content.

Beauty and skin care accounted for 83% and 80% respectively, which was in line with expectations. However, from the interview, we know that beauty and skin care mainly provide shopping reference for users, and the shopping conversion rate of Xiaohongshu itself is very low, so we can't guide these users to their own shopping malls well. We need to pay attention to:

① Eating, walking and wearing are in the early 50% and become the second echelon concerned by users. This part is mainly of the nature of raiders;

② The third echelon (accounting for 20-30%) basically depends on the users' actual living conditions (for example, just bringing children will pay attention to mothers and babies, installing new houses will pay attention to furniture, and fitness users will pay attention to sports and fitness, etc. );

(3) Categories that are particularly popular in other content platforms, such as technology digital, stars, movies, games, etc., are not popular in Xiaohongshu, mainly because Xiaohongshu community is positioned earlier.

Question 12: What do you mainly love about Little Red Books? (multiple choice question)

Second, the crystal production of the little red book-notes.

On the basis of investigating the overall situation of Xiaohongshu, the note-taking modules in the community are selected for investigation, so as to understand the satisfaction of Xiaohongshu users with the note-taking modules and provide iterative basis for the next iteration.

(1) authenticity

Most users still believe in the authenticity of the notes and think that they are really shared by real users.

Question 13: Do you think the notes in Little Red Book are true? draw

(2) Release Notes

49% of users never take notes, but surprisingly, the proportion of users who often take notes is not low. 28%, I learned from the interview that some users will regard Little Red Book's notes as a circle of friends, regardless of the quality, but want to express their life anytime and anywhere.

Question 14: Are you going to publish your notes in Little Red Book? multiple-choice

? (3) Notes and opinions

Only 19% users will object and spit out notes. First, it reflects that the overall community atmosphere of Xiaohongshu is very harmonious; Second, it reflects the high quality and authenticity of the little red book notes, which is rarely questioned.

Question 15: Why did you comment on a note? (multiple choice question)

Third, the small red book product related-shopping mall.

As the main source of realizing the little red book, the mall has an indispensable position. Although Xiaohongshu is more inclined to the community in the overall development planning, understanding the real needs of users for the mall will help to effectively optimize the mall, thus improving Xiaohongshu's liquidity.

(1) Attract shopping

It can be seen that the proportion of users who are willing to shop in Xiaohongshu is still as high as 820, and 48% of them are converted into purchases because of note recommendation. From user interviews, we know that "note recommendation → entering the mall → direct purchase" is a popular shopping step, but users will be blocked in the process of searching for goods;

② 3 1% users belong to Daming users (they have a clear understanding of their own needs and have no loyalty). They learn about specific products from other channels, and then directly search for product purchases. According to user interviews, it can be known that "learning about goods from other channels → reading the raiders in the little red book → deciding to buy" is the shopping process of such users;

3 celebrity endorsements will only stimulate 3% user consumption. It seems that in improving the conversion rate of shopping, simply asking celebrities to speak for themselves will generally not be welcomed by users of little red books (unless the notes sent by celebrities are of high quality);

(4) Others (users who don't shop on Little Red Books generally report that their trust in goods is not high).

Question 16: What do you usually attract when shopping in Xiaohongshu Mall? multiple-choice

(2) Promotion activities

In the analysis of competing products, we have analyzed that the promotion activities of Xiaohongshu Mall are not exciting, which is also reflected in the questionnaire. Only 16% users are interested in the promotion of Little Red Book, while 25% users have no feeling. Through user interviews, we know that the general psychology of such users is: "Even if the goods in the promotion activities are what I need, I won't buy your little red book account", which shows the dissatisfaction with the little red book products.

Question 17: Is the promotion of Little Red Book Mall attractive to you? (single choice)

(3) Customer service consultation

(Reflection: This question is not well designed. The question includes "placing an order", but not all users will place an order. ) Combined with user interviews, users of Xiaohongshu do not rely on customer service very much when shopping, but also benefit from the support of notes, which is enough to answer consumers' shopping doubts. But for users who need to consult customer service, if the customer service experience is poor, it will have a great impact on their satisfaction.

Question 18: Do you consult customer service before placing an order? (multiple choice question)

Four. Red Book Related Products-General Comments

(1) For Little Red Book App,

① We have extracted several improvement schemes from the analysis of competing products, and we can see that the highest proportion is "I can set interest preferences to recommend content that I am more interested in", which reflects that it is difficult to solve this problem when users are dissatisfied with the recommended content;

② Viewing the browsing history of notes is also a common demand voice;

3 Some users mentioned "note promotion", which may be deep users, who often send notes and care about the spread of their notes;

④ Typesetting and content diversification put forward requirements for community experience;

⑤ In "Others", more emphasis is placed on the quality of goods.

(2) About the community: Set "Do you have any comments or suggestions on the notes browsing on the home page of Little Red Book?" problem

The survey results show that:

① Most users are very concerned about whether the recommended content meets their own interests and whether the quality is sufficient;

2 home page typesetting;

(3) More content (less content that men are interested in);

④ Others: The published notes are reviewed too strictly (this is a false demand, and a strict review system ensures the quality of community notes); Browse records: save pictures: sort by favorite, etc.

(3) About the mall: Set "Do you have any comments or suggestions on the shopping experience of Xiaohongshu Mall?" problem

The survey results show that:

① Most users want to improve their sense of quality;

②? Some users are dissatisfied with the customer service system (some businesses have no customer service, and the customer service entrance is difficult to find);

③ Others: regions can't be screened, the number of user comments is not intuitive, some people want to guarantee the postage, some people want to refund the money (probably business users), the discount is not strong enough, and the product description is not detailed enough.

Through the qualitative analysis of this user interview and the quantitative verification of the questionnaire, we found that Xiaohongshu, who was galloping on both the "community" and "cross-border e-commerce" tracks, was actually a lame horse. Part of the residential area is a horse's head and body, which is powerful, while part of the shopping mall is a horse's leg, which restricts development. The community can stimulate consumption well, but the poor shopping experience makes many consumers lose. Therefore, if this horse wants to run faster, it is imperative to cure the lame, make up the shortcomings and strengthen the shopping mall experience, so as to better support the galloping of the whole horse. This conclusion is consistent with the conclusion in the analysis of competing products, and it is the real voice from the market.

Interview Report of Xiaohongshu Users (1)

? Through the analysis and summary of the interview work, we have extracted a list of requirements, which is mainly divided into three parts: "community experience", "mall experience" and "basic functions", and ranked p0-P4 according to their importance and urgency. P0 requirement is wrong and can be directly submitted to R&D for modification. As the highest priority requirement, Pl includes three function optimizations and two new functions, as shown in the following table:

For all requirements, please refer to the little red book feature list.

A questionnaire survey of Xiaohongshu users