Netizens use all kinds of internet products online every day. PC desktop products are more suitable for work needs, and mobile Internet products are more for instant applications such as instant messaging, instant messaging, entertainment and shopping. The needs of Internet users are mainly four major needs.
Listening to music, watching videos, playing games and reading books are the first basic needs; The second demand is based on various IM software (Weibo, WeChat, QQ), e-mail, space blog, community and forum. The second is to obtain real-time news, search, solutions and other information service needs, such as major portals, headlines and other information aggregation platforms; Finally, the actual demand, such as eating, drinking, having fun, shopping and other services, various O2O applications such as APP, Taobao, JD.COM and other e-commerce platforms, travel, travel, maps and other applications all belong to such demand.
According to the basic needs of these four netizens, we will find, analyze and locate products and determine the products to be made.
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Product positioning is to determine the position and image of the product in the user's mind under the specific scene used by the user. This requires products with distinctive features and practical core functions to meet the key needs of users. This is a key step in the design of Internet products.
To make the product positioning clear, we must make clear the following three questions:
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1, the value of the product. The simpler the user understands the pain points and needs that the product can solve, the more useful and valuable it will be. Explain the value of the product in one sentence, such as "Didi, travel with me";
2. Target population. Who is the product aimed at, what help or service is provided, what are the characteristics of users' demand for the product, whether it is possible to create a preliminary product model, invite representative users to try it out and give their opinions, and further determine the strong demand and intentional demand of the target population;
3. Development goals. You can compare similar products, consult, analyze and set expected short-term goals, such as how many users you want to reach, market share and development stage. Determine the route and goal of product development direction. Once it can't be reached in a short time, you can find out the reason and modify the adjustment.
The process of product positioning is the process of writing product ideas on paper and starting to act, and it is the process from discovering user needs, analyzing user needs to implementing refined needs.