Therefore, you will find that the first few items of the tabs switched at the top of the information flow are not divided according to categories, because most of the users who are looking for categories are diverted away by the search bar and the King Kong position.
The previous examples are all user stratification in a single dimension. We can also abstract multiple dimensions to do user stratification. If we want to design a function that allows users to find bars online, we can first analyze the user’s drinking scene, and we can do it at home. Drinking or going out to drink, it is inferred that users go out to drink more for socializing rather than simply drinking, and socializing can be divided into acquaintances and strangers. The scene of going to the bar is divided into four layers, which can correspond to four different types of merchants (below).
In this way, we will find that if we want to design a function for finding bars online, we first need to make a sub-category for different bars, and then research and design products for the secondary categories to meet the needs of users. requirements in different scenarios.
According to the supply situation
For bilateral or multilateral platforms, it is also necessary to stratify the supply. It can be stratified according to the situation of the supply itself, which is similar to the concept of user classification mentioned above. For example, many Internet companies will divide customers according to the size of the company, and have different pricing and different product strategies for them. .
It can also be stratified according to the relationship between supply and demand. For example , there will be tides in KTV and taxis. The relationship between supply and demand changes drastically over time. We can consider increasing supply, increasing the price of supply, and improving the work efficiency of supply when supply exceeds demand. Consider pulling demand, preferential promotions, and consider the efficiency of supply and demand matching when supply and demand are balanced (of course, it does not mean that the other two country email list scenarios do not consider supply and demand matching at all).
Since the supply situation of each company may be quite different, only two relatively common ones are selected here.
2. After users are stratified, choose / prioritize requirements
With a MECE -compliant user hierarchy, how should the needs of users at different tiers be prioritized? How to choose when needs conflict? The following is a brief introduction of several principles according to the stage of business development:
1 ) In the early stage of business development / in the case of limited R&D manpower, always consider the core needs
I believe that when you went to school, you all learned about the main contradiction, the secondary contradiction, and the main and secondary aspects of the contradiction in Marxism. Then the requirements are similar, always give priority to the core needs of core users, then the non-core needs of core users, and finally the needs of non-core users.
For example, in the business scenario of ride-hailing, there will be some black car drivers who come to ride-hail for full-time orders because they cannot meet the registration threshold of express trains. The needs of the two are completely different. The car owner who takes the order on the way will only publish the route and wait for a suitable passenger to be matched, while the driver of the black car will take the initiative to find a nearby passenger to take the order.
If the entrance of " nearby passengers " is designed according to the habits of black car drivers , it is completely contrary to the original intention of the ride-hailing.
The platform can allow the existence of some full-time drivers who take orders (after all, it is difficult to strictly distinguish the two) and even contribute a small part of the orders, but it must not claim to be the main driver to design product functions for black car drivers, and put the needs of black car drivers on the way. On top of car owners, this is why traffic regulators have interviewed certain ride-hailing platforms and asked them to take off the " nearby passenger " entrance.
2 ) Balance core and non-core needs in the middle and late stages of business development / with relatively sufficient R&D manpower
We can think about these questions first: Why is the entrance of WeChat's "Missing Moments" not on the WeChat homepage, and it takes a few clicks to see it? Why do you have to choose a seat to place an order when booking a movie ticket, and choose a seat after you place an order when buying an airplane ticket? You don’t even need to choose a seat when booking a restaurant, you only need to choose whether to request a private room?
All of this is a balance between core needs and non-core needs. The core demand of WeChat is chat, so we need to click a few times to send a circle of friends. When watching a movie, the seat greatly affects the experience of watching movies, so it is the core demand. , and when buying a ticket, the impact of the seat on the experience is not as great as that of the movie, and the impact of the seat in the restaurant (without considering the private room) is even smaller.