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If you want to make a good product, you must first find the entry point of the product. If this entry point cannot meet the needs of users, the product will fail in the market. There will be no competitive advantage, let alone "online and online". There are three entry points for making a good product. If you can satisfy one of them, your product will be needed by the market.
These three points are: pain points, itching points and refreshing points. Among them, the pain point is fear, the pleasure point is instant gratification, and the itch point is the satisfaction of the virtual self.
The pain point is not an unsatisfied desire. Only when you feel "fearful" because a certain desire is not satisfied can it be called fear.
What is cool point? The state when people are satisfied is called pleasure. If people are not satisfied, they will feel uncomfortable and start to seek. Being able to get it immediately is instant gratification. This feeling is refreshing. Please also note that the gratification here is "instant". If you don't achieve "instant" results, you still haven't found the entry point for your product.
Because self-realization is actually a long and painful road, and human nature is lazy. The diligence, orderliness, and self-discipline you see displayed by a person are actually formed under a series of fears, collective personality, and subconscious oppression.
The itch is when a product makes you feel like "if I use this product, I will become the ideal me."
Feeling
Making products is all about people. Only by meeting the needs of your targeted customers can you make good products. This may also be the reason why Teacher Liang Ning talks about human nature at the beginning of the class. Only by understanding people can it be possible to make products suitable for people.
Typical examples of satisfying users' pain points are those products that satisfy the fear of knowledge. The most typical ones that can make you feel happy are games. The female models in the window satisfy your itch. You can't stop swiping, you can't stop playing games, you can't even think about eating, and a girl can't walk when she sees the clothes on a model. It's all because these products meet your needs, alleviate your fears, and allow you to gain. Instant gratification makes you have a sweet dream.
Thoughts
If the best entry point for a product is the three points of pain, pleasure and itch, then it can actually be summed up as "as long as a product slows down the user's fear or give users a sense of pleasure." Because making products is for users, you just need to make users feel satisfied and have a sense of existence. In the empathy part of this course, the teacher said, “All living things have a basic emotion—biological emotions. The four basic biological emotions are: joy, unhappiness, anger, and fear. As a product manager, You must learn how to get the user's satisfaction from the product when they are unable to express their emotions in a hierarchical manner, and what other emotions need to be satisfied.
If you want to satisfy the user. , you can't play according to normal routines. What do you mean? You need to role-play. When users choose a product, they will not make a systematic decision when deciding whether to use a product. Compare and measure what kind of product is suitable for the role you play. When a security guard buys a mobile phone or chooses a car, he must choose it based on his own feeling, not based on his role. Is the security guard buying a police car for himself?
Users use products, not characters, so those who make products must also use characters.
OK.
The most important product I can polish now is myself. In addition to my own preferences, I must also consider the pain points and needs for talents in this market, that is, follow "you." Your value depends on how much others need you."