I. Concept

Second, the purpose

Third, usage and specific application scenarios

Fourth, how to build

User portrait is a tagged user model abstracted from the information of users' social attributes, living habits and consumption behaviors. The core work of building user portraits is to label users, which is a highly refined feature mark obtained by analyzing user information.

It seems that both user roles and user profiles can be transformed into user portraits. This article discusses user roles, and the differences are as follows:

Through surveys (questionnaires, interviews, etc. ), the product manager finds out the similarities and differences of users (goals, behaviors and opinions), divides them into different types, and extracts typical features from each type. Give names, photos, demographic elements, scene descriptions, and establish role prototypes. It allows product managers to put aside their personal preferences when designing-"designing for specific users is far better than designing for fictional characters in their minds."

Alan Cooper (the father of interaction design) first put forward the concept of persona: "Personas are the concrete expression of the target users." ? Personas are the concrete expressions of target users and target user models based on real data. Personas serve product design and pay attention to user behavior, motivation and attitude.

The label of Profile is unique to each user, and it is a data analysis method that uses the obtained data to outline the user's preferences. Guess whether this user is male or female, where he lives and works, which star he likes, what to buy and so on. These data provide a basis for operators to achieve accurate marketing, personalized recommendation, and acquire and retain customers. It is especially important for e-commerce, financial industry and content products (Zhihu, Douban, Weibo, short video, etc.). ).

Zhihu has related posts, user roles and user profiles.

1. Precision marketing, analyzing the potential users of products, and marketing through SMS, email, etc. for specific groups;

2. User statistics, such as the number of books purchased by China University TOP 10, and the national vice-city dad index;

3. Data mining, building an intelligent recommendation system, using association rules to calculate what sports brands people who like red wine usually like, and using clustering algorithm to analyze the age distribution of people who like red wine;

4. Evaluate the effect, improve product operation and improve service quality. In fact, this is equivalent to market research and user research, quickly positioning service groups and providing high-level services;

5. Individually tailored services or products, that is, personalized services for a certain group or even every user (personally, this is the current development trend and the mainstream consumption in the future). For example, a company wants to launch a toy for children aged 5- 10. Through the analysis of users' portraits, it is found that the image = "Pleasant Goat" and the price range = "Medium" have the largest preference ratio, thus providing a very objective and effective decision-making basis for new products.

6. Business analysis and competition analysis that affect the development strategy of the enterprise.

User portraits have different missions at different stages and goals. Let's talk about the significance of user portraits in three stages:

1. Initial stage: the product has not been finalized.

This stage often refers to the stage when the company has just been founded and the product has not yet taken shape. It is necessary to define the product model and function through the user portrait. At this stage, you need to do a lot of macro research to find out which market segment your product has cut into, what characteristics people in this market segment have, what they like and dislike, what is the average consumption level, what is the daily time allocation, and so on.

At this stage, the significance of your user portrait is to define a market for your product. You can clearly know whether this market can be done, whether it can be done with your existing product ideas, and whether there will be some problems that violate the basic logic in the process of doing it. If you can do it after the analysis, then make a product prototype immediately, and try and error iteration in small steps; If not, change your direction and thinking quickly.

Therefore, the significance of user portrait at this stage lies in business operation analysis and competition analysis, which affects the development strategy of enterprises.

2. Growth period: product operation.

At this stage, your products have been recognized by the market, and all the data are on the rise. At this time, the responsibility of the user portrait has changed again. At this stage, you need to sort out the data (explicit, invisible, and so on. , which will be introduced later) is fed back by the product background to get a detailed portrait of the user. Don't do a general survey like in the initial stage, and grasp the macro. Instead, we need to change the strategy, start with the details, and find the real needs of users from every interaction with users. For example, you are operating on WeChat. Did you read more or less books yesterday than the day before yesterday? What changes have been made to the forwarding volume and collection volume? Is the user message increasing or decreasing? What about backstage feedback? Through these comparisons, you will draw a general conclusion to guide the optimization of future work. If it is a product operation, it will involve more data, such as access data, opening frequency, login times, active time and so on. , combined with analysis, the user's needs will be more clear.

Therefore, the significance of user portrait at this stage lies in precise marketing, which makes the service object of the product more focused and more focused, can better meet the needs of users, optimize the operation means and improve the operation efficiency of the company.

3. Maturity: Seeking a breakthrough

At this stage, the products are very mature, the company's operating mode is stable, the market position tends to be stable, and most of the daily work is mainly maintenance. At this time, what is the user portrait used for? Looking for new growth points and breakthroughs.

How will the old users react to the product transformation? Leave or become a new core user? How many users are expected to import new products? Combined with the needs of old users, what functions of new products can't be abandoned?

These are all questions that you should consider. At this stage, it is suggested to combine the extensive investigation in the initial stage with the user portraits accumulated in the growth stage to better guarantee the new products.

User portrait is not a whim, but a scientific conclusion based on systematic investigation and analysis and data statistics.

There are usually multiple user portraits. Considering the priority of user portraits, we can't design products for more than three users, which is prone to demand conflicts. Distinguish between core users and soy sauce users.

At the same time, once the user portrait is determined, it is not fixed, but is constantly revised according to the actual situation.

Explicit portrait: a visual description of the user group, such as the age, gender, occupation, region, hobbies and other characteristics of the target user;

Hidden portrait: user's deep-seated feature description. Including the user's product use purpose, user preferences, user needs, product use scenarios and so on.

Generally, it is divided into three steps: basic data collection, analysis and modeling, and result display.

1) basic data acquisition

Data will not lie, which is the core foundation of building user portraits. User portraits based on objective data are convincing.

In terms of basic data collection, you can first list the basic data needed to build a user portrait.

The specific ideas are as follows:

Of course, the latitude of the data listed above is relatively large, and relevant data screening will be carried out as needed in the process of creating user portraits.

In terms of basic data and data collection, we will obtain the corresponding basic data through first-hand data and second-hand data.

Research on user portrait based on questionnaire and interview;

A. Questionnaire survey

First, the number of samples should be considered, and then the design of content should consider the purpose of the study. After all, this is a purposeful research practice. In addition, the information obtained through the questionnaire is not necessarily certain, and there are many variables. The data can be used as a reference and should be treated with questioning eyes.

B. User interviews

Make an interview outline before the interview, focusing on the user's point of view, his thoughts and his behavior. The specific steps are as follows:

When analyzing the interview results, we use the method of keyword extraction to extract keywords from each user's answers to each question and summarize the * * * words. The specific ideas are as follows:

2) Analysis and modeling

When we collect the data and basic data needed for user portraits, we need to analyze and process these data, extract key elements and establish a visual model.

Case:

There is a network material about the research of post-95 user groups.

You can get the following information by searching (basic data collection):

Enterprise think tank "Post-95 Perspective: New Generation Social Behavior"

Exclusive big data in QQ space "Social Network Preference Report of the New Generation after 1995"

Baidu's insight into users' mobile Internet behavior after 00.

China Big Data Industry Watch "2065 438+05 95 Lifestyle Survey Report"

Then, these reports are analyzed and keywords are refined, and the whole post-95 generation group tags (analysis and modeling) are summarized as follows:

3) Portrait display

Portrait presentation is to label users from explicit portraits, implicit portraits, scenes, needs and other aspects.

Case:

In this step, it is necessary to sort out, analyze and classify the collected information, establish a user role framework (reflecting the user's state more comprehensively), and then extract it according to the product focus, evaluate and classify the users, and divide it according to the user scale, user value and usage frequency to determine the main users, secondary users and potential users.

The purpose of constructing user portrait is to fully understand users, provide valuable reference for product design and operation, and serve the operation strategy.