Edit the introduction: When making a new product, if it is not possible to effectively let the user perceive the value provided by the product, it is possible to make your own judgment. This article shared how to let users understand new products, let’s take a look.
In the process of doing new products, we will safeguard our products via a series of methods such as user research, market research. If you want to prove that the product can be experienced by your own efforts, this is right, but we will find a variety of problems in the city.
At this time, you will doubt whether the judgment of self is correct or decision-making, of course, we can also push the problem to the user or the market’s throwing behavior. So how do these issues exist? Can you avoid?
When building new products, you need to help customers quickly understand the value provided by your product. Designing a smart model around the customer is critical.
But what is your product, what is the role, what is the crowd of people. Various people may mean very different things.
We take MODAO as an example. Imagine what kind of product will we feel when we hear it? What problems can help us work? Will there be a functional module I want?
These are for different customers. Over time, your product can do,
These different assumptions and observations will form different psychological models. These are customers who see new products.
I want to talk to you today, what I often think, anything that is constructing products should consider.
That is how user understands new products? When you build new products,
How will people understand what it is, what does it do and what value it will provide?
Not long ago, I met a case, it clearly explains how different people think about the same thing in a very different way. That thing is bread. The working principle of this activity is to make people take a paper and a pen to draw the process of making face.
This looks very simple, now everyone is in mindting the production process of the bread and what you want to draw: .
But this is just a person who makes a psychological process for bread. In fact, if you ask a lot of people, you will get a variety of versions of how people make bread.
For some people, this depends entirely on the individual’s heart activities. Some people will consider the mechanical principles of toasting machines. What is all of the parts? Others will consider the entire supply chain, starting with cereals entering the bread.
I. Different thinking methods determine different bread models
These are illustrations of different people’s psychological models, how people believe that something is effective. As people have different experiences, different hypotheses and observations can form different psychological models.
Now, if we look at the actual production method of the bread, there are six major parts. There are two main objects, faces and ovens. Then you have heat and time to apply them.
When you combine these, you will get the system model of using the oven production bread. You just need to put the good bread model into the oven, open it, heating the bread, waiting for a while, the bread can eat. This is what we said
. This is the way practical work.
When you build software, this usually shows people and delivers them through interface. When you have a mental model that people believe how to operate, and when it actually operates the system model, it will become interesting when the two intersect.
When they meet and make sense, people will find that the interface is very intuitive. People find it difficult to use when things do not match and there are disconnected connections.
If people use many different ways to explain how to make breads, then explain some new things may be really difficult.
People understand what they see by mapping them to existing categories. When they can’t map some things to what they already know, they will find it very confusing.
Take the wake up as an example, people look at it in very different ways. Some people think it is a photographic app that others think it is about enhances reality and application filter.
Some people treat them as a game, while others think it is just social sharing.
However, if you haven’t used a wake up before, you may have a very different mental model. You can actually feel confused. Maybe this is just something used.
That’s why I used new things for the first time. When it is not mapped to something you already know, it will be really confusing.
Since you understand what they are, then how do you really start understanding your customer’s mental model?
This is really difficult. How do you extract their beliefs to work and make it useful to themselves? The first thing you need to do is to talk to your users. Just like a bread, you want people to draw the system that uses your product.
How do they believe it is effective? You may be surprised when they do not list all the features you build and focus on things that are really important to them.
Just like making bread, you will get a lot of different drawings, then you need to integrate them and find commonality.
Let people explain these drawings to you, tell you how they think it works. Listen to the words they use. If we consider the example of the bread, you may have two different psychological models, people look at the two basic ways of making bread.
On the one hand, some people will do with toaster, while others will use the grill. They are just two different ways.
If you are a company that produces toaster, it has a new toaster with many different features, imagine that you try to sell it to the grilled bread on the grill; this is meaningless.
It doesn’t really cause their resonance. That is because they believe in how it works and how you work and how your product works between the psychological models.
You need to bridge this gap through two main ways. First, you can try to let your product reflect their view to the product work.
Another thing you can do is educating your customers and taught them new knowledge and helps them create new mental models.
Second, how to educate users to use your products
Let us talk about how to educate your customers. When people don’t know new things that they don’t explain, you need to tell them what it is, and people need someone to show and explain them.
Simple things may be really good, if you can understand something right, it is really powerful.
But many things are not working like this, they don’t have to do this. You have some examples, such as very simple super Mario, until the end of the princess. This does not mean that the operation of the upper and lower operations is as simple as the game mode. Should not be.
But let it learn, so you can teach how people are really powerful in software. Then how can you do it?
The easiest way is to use tutorials and guides. Just like in video games, when you start and pass the first level, you start to explore and learn the world.
You want to do the same thing for your customers, and teach them what is something. Interpretation What is a new concept, new terms. Talk to your customers and talk to your customers.
Another thing you can do is to help your product closely fit with their mental models. There are several ways to do this.
At the interface level, you can always use standard mode. WEB or IOS or Android mode has been tried and tested, and people have been learned by using other places.
If something looks like a button, it should be like a button. If it looks like a text box, it should be like a text box. It takes time to make people feel confusing on these interfaces, but in fact, it will make customers feel confused.
They take time to learn how to use patterns or interfaces, and they should take time to know what your product is and their value.
2. Content level
The next truly power is the content level. Most of the time, people will not spend a lot of time to consider what they use in the products and languages. But it can be very powerful.
When people explain how they think your product work, you want to hear the nouns and verbs they use.
Nouns are object they think in your system. This is the language they use for them.
The verbs are what they think they are connecting. So if they say, “send messages”, then this is the language you want to resonate with them. All of this means that when you open them for the first time, you know what will happen.
The last thing you can use is metaphor. These are very effective for connecting people’s existing mental models because you are taking things that they have learned. By doing this, you can help them quickly understand some of them. The sooner, the sooner understand something, the soon it will get value from it.
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