1. User demographics and social characteristics (affecting interface color and design details)
2. Consumer behavior characteristics (affecting copy details)
3. Other dynamic attributes (affecting operation channels)
The social characteristics of users include: age, gender, education, income, marriage, city of residence and so on.
Knowing the number and social characteristics of users helps us to analyze users' aesthetic and visual preferences, so as to customize products.
For example, if you look at the following two pictures, you will have a strong visual experience. The clothes on the left look cheaper and the clothes on the right look more quality. You will also roughly analyze consumers' aesthetic and consumption levels, so as to differentiate customized design.
What the designer needs to do in this step is to find the user's visual preference through the emotional version methodology. (The next article will specifically talk about the emotional version methodology)
? Find the visual preference of the target user through user characteristics
The characteristics of consumption behavior include economic value, purchase behavior and platform behavior. Analyzing users' economic value and purchasing behavior can help us customize and push the content that users are interested in and valuable. UGC (user-generated content) behavior in platform behavior refers to some information content we usually see, and how attractive the copywriting of information content is to improve the click-through rate of users. The message notification of Xiaohongshu is very good and attractive, attracting users to click. Channel association means that we often see advertisements of Taobao and JD.COM on the video-watching apps. Through the analysis, it is also found that users who love watching such videos usually like shopping, so it is also attractive to push some such advertisements to them.
This step will further affect the details of the copy. Let the copywriting be thousands of people, which is more valuable and attractive to users. There are many elements of consumer behavior characteristics, and different users pay different attention to them. For example, some users pay more attention to the preferential situation, and some users pay more attention to the product quality, so the content can be sorted according to the points that users pay attention to.
Taobao's thousands of people are a good example. Every user opens Taobao's homepage in a different way. Taobao platform relies on its big data to push some products, coupons, banner and so on for users according to their consumption characteristics. For example, the discount amount pushed to each user is inconsistent. For example, push it to users whose purchasing power exceeds 1000, and if it exceeds 2000, it will be reduced by 500; Usually, it is pushed to more than 500 users with purchasing power, and 1000 MINUS 200 is more attractive to different users. The same is true for the coupons of Meituan.
This step as a designer needs to pay attention to:
? Customize the copy through the characteristics of users' consumption behavior, and make the detailed fields "thousands of people" to attract users.
Other dynamic attributes include hobbies, lifestyle, social habits, travel style, learning style, values and so on. Paying attention to these contents can help us find suitable promotion channels and help designers find some design inspiration. For example, the banner copywriting font in Mushroom Street often uses very slender magazine fonts, because the analysis shows that the service personnel in Mushroom Street often browse fashion magazines in their daily lives, and this slender text can attract their attention more.
Through the portraits of users, we can pay more attention to the target users, so as to tap the visual preferences of users and better help us pay attention to details in design. It also makes the design, operation and push of the whole product more scientific and reasonable.