(This article was first published on the "Liu Run" official account, subscribe to the "Liu Run" official account, and gain insight into the essence of business with me).
The content of this issue comes from the sharing of Mr. Jia Wei, a guest of Liu Run's Reading Club. Compiled and written by the chief writer Wan Qing.
What makes a good product? Why do you spend a lot of effort on marketing, but the product still doesn't sell well? How to build a good product?
These questions are a puzzle for many entrepreneurs.
A few days ago, Liu Run's live broadcast room invited Mr. Jia Wei.
He is the founder of Rococo Innovation Design Group and ROCKER Design Platform, and is an international top designer who has won the "Red Dot" Design Award, IF, IDEA, G-Mark, Red Star Award and other design awards. In the world of design, Rococo is also a big name.
In the hands of Mr. Jia Wei, he has designed many popular products, such as: Haidilao self-heating hot pot, the popular 55-degree cup, Himalayan Xiaoya speaker, BAIC artificial intelligence electric car lite and so on. How does such a big star in the design industry make products?
I hope his experience can give you some inspiration.
Let the children of the world no longer be scalded by hot water when they drink water
We often say that when interacting with people, we first look at the three views:
outlook on life, worldview, values.
The three views are different, and water and fire are incompatible.
A person with a wrong outlook, even if his ability is very strong, we will subconsciously stay away, let alone become friends.
Teacher Jia Wei said that just as people have three views, there are also good products.
If you want to make a good product, you must first establish a correct "three views of products".
What are the three views? Product user view, product values, product world view.
Before talking about the three views of products, Mr. Jia Wei shared a painful experience.
Nine years ago, on a Saturday afternoon.
Teacher Jia Wei and his father accompany their children to watch cartoons at home.
Halfway through the sight, the youngest daughter cried and said she was thirsty and wanted to drink water.
My father immediately got up and went to the kitchen to pour a cup of hot water.
The hot water was freshly boiled and very hot.
The father was afraid that his little daughter would be hot, so he carefully placed the cup in the middle of the table.
This position, under normal circumstances, is difficult for the youngest daughter to reach.
He wanted to wait for the water to cool down before giving her a drink.
But unexpectedly, an accident happened.
The father had just sat down, and the little daughter was probably too thirsty.
When his father was not paying attention, he jumped up at the table, stretched out his arms and kept reaching for the cup.
The youngest daughter is still young and not tall enough.
This jump was just enough to touch the drawstring on the cup.
Her little hand stretched forward with all her might, and then, with a jerk.
Immediately after, there was a crisp sound of "bang" and "bang".
A full cup of boiling water was splashed on half of the little daughter's face and chest, and the skin and flesh were instantly opened.
The youngest daughter immediately let out a cry of pain.
At that moment, both fathers were stupid.
Teacher Jia Wei said: At that time, I took the child to the hospital in a panic, and on the way, the child fainted twice.
When I arrived at the hospital, the doctor said that the burns were very serious, and I would be hospitalized for at least 15 days.
Also, you need to tie your hands and feet.
Because my daughter was only one and a half years old at that time, and she didn't have self-control.
A bolt from the blue. I panicked and asked the doctorCan I go in and take care of the kids? Can you be by her side? The child is still so young, I am afraid that she will be afraid.
The doctor shook his head and said: You can only go in for 30 minutes a day, and the rest of the time the patient's family can only be outside, considering the bacterial infection.
I was in the corridor of the hospital, through the glass of the room, listening to the heart-rending cry of the child in the room.
I anxiously paced back and forth in place, hating my carelessness.
I wish I had been the man lying in the hospital bed, burned by boiling water.
At this time, my father also went upstairs, and he came back trembling with a thick stack of checklists, and stood there with red eyes, like a child who had made a mistake, and did not dare to look at me directly.
In the evening, I rotated with my family, and I went home to get a change of clothes.
Then, I saw the water glass that had fallen to the ground in my home.
I felt a great sense of shame, pain, and chagrin in my heart.
As a designer, I have won more than 120 domestic and foreign design awards and done nearly 3,000 client projects.
But in the end, I couldn't even protect my own children.
I'm embarrassed to call myself a designer?
My heart was "broken." I started to doubt myself.
It is precisely because of this incident that I have a painful experience and really feel the "user perspective".
I realized that there are still a lot of unmet user needs and scenarios.
For example, a simple "water cup".
For so many years, why are there only "drinking cups" and "thermos cups" on the market, but there is no category of "cooling cups"?
Hasn't anyone ever been scalded in boiling water?
Obviously, this is an impossible answer.
Because my daughter, who has just experienced something like this.
In fact, even when I was a child, I was once burned, and I asked my friends around me, and my colleagues have more or less had similar experiences.
Whose little ones weren't naughty when they were young?
I thought about the scald department of the hospital where my daughter went to almost all of them.
The parents who prayed in the hallway had pains and remorse on their faces.
A small cup made me start to think about how to find product value from user value, and how to be aware of empathy and compassion for the world.
I also had an idea in my heart at that time:Let the children of the world no longer be scalded by hot water when they drink water
So, it took me three months to make a 55-degree cup.
In this cup, you pour 100 degrees of hot water into it, shake it ten times, or let it sit for a minute, and you can reduce the water from 100 degrees to 55 degrees.
As soon as the product was launched, it hit the awakened demand, was liked by mothers and children, and became a popular product, with sales of nearly 5 billion yuan that year.
These thoughts and understandings of the product concept have gradually formed the three views of the product:
Product user view, product values, product world view.
Product user view, product values, product world view.
What is the product user view?
It is to think from the perspective of the user and from the underlying logic
Who are the users? Where are the users? What are the user's pain points? What is user value?
Now is the era of the rise of the individual, but also the era of need.
When we're talking about designing a product, we're talking about the essence of:
Find the problem, solve the problem.
Teacher Jia Wei gave an example.
Think about how we used to take taxis?
It was a time before smartphones and ride-hailing apps.
In the county town in winter, the cold wind is cold, the road is full of ice ballast, the gray sky is drifting goose feather snow, a mother stands on the side of the road, with the child, the child is so cold that the little face is red, the body is shivering, and the crying is constant.
Snow drifted on my mother's face.
The mother whispered to the child as she looked into the distance, expecting to see the approaching taxi as soon as possible.
For many years, it has been like this.
People look for cars, not cars look for people.
It seems that many people have long been Xi to staying where they are and waving to stop cars.
But why do people have to stop cars on the side of the road?
Why can't you send a taxi demand indoors and let the driver take the initiative to take the order?
The founder of Uber saw this pain point and created an online ride-hailing software service like Uber.
Sometimes, I reflect on it a lot.
I also take a taxi every day, and there are times when I can't get a taxi.
I have also seen the difficulty of taking a taxi for the elderly and pregnant women.
Why didn't I develop this empathy?
In the case of Uber, technology is not the most critical, all the roots come from empathy and compassion, which is the user perspective.
In your eyes, can you see the pain points of the group? Do you want to help this group solve this pain point?
Do you empathize with the pain of others?
When you see the difficulties of others, do you put yourself in the shoes of others and want to help them?
You can feel someone's pain, you want to comfort him, and you may be able to become friends.
You can see the pain of tens of thousands of people, or even millions of people, tens of millions of people, and do not stand by coldly, but choose to bow down to solve the inefficient links of the industry and solve the pain points of the crowd, then you may be burdened with greater social responsibility and leverage the huge market.
It requires empathy, compassion. Compassion is needed.
Changing the perspective and treating people as people is the product user view.
Well, what is"Product values"This?
The value of the product,It's not the company that has the final say, it's what the user thinks.
Teacher Jia Wei gave an example.
When I first started my business, I was given a project to design nail clippers.
You may be thinking, what is there to design such a common thing as nail clippers?
This nail clipper is different, and the customer price is 40 yuan.
40 yuan? Many people may be tempted to think:
The nail clippers I use myself are only a few dollars.
Is there really a market for such expensive nail clippers?
Then, I started going to the market, and the results were incredible.
The ** nail clippers on the market are actually not a scarce species, and I also saw that nail clippers with a price of 2,000 yuan were sold in less than half an hour.
This incident had a huge impact on me.
So, I repackaged the nail clippers, chose calfskin as the material, put on a set of clothes for them, and designed different colors, the product is light and small, fashionable and elegant, and quickly became a hit in the market after its launch, and also won the Red Dot Award.
A small nail clipper that subverted my understanding of the value of the product.
A nail clipper costs 3 5 yuan, which meets the basic functional needs.
A nail clipper costs 30 50 yuan, which satisfies the pursuit of quality life.
The change in concept has opened my eyes to the opportunity of product design.
What kind of product value is created is defined by the users who need to be satisfied.
In other words,The value of the product is actually the value of the user experience.
From the enterprise side, it is called a pain point to a selling point.
From the user side, a good product must have 5 core values: healthier, more efficient, better looking, more cultural, and cheaper.
This is a more universal product value.
Are these 5 values the only one? Not really.
I think there is a 6th, 7th, 8th for different industries.
But I think these five are abstract core values.
I even use these 5 values to rate the companies we work with.
Only by establishing a real user view of the underlying product can we build real product values, starting with the end and ending with the beginning.
So what is a product "worldview"?
That is, from the past to the future, do you look at the problem from a high enough perspective? Is it thorough enough to think about the problem? Is the problem far enough away?
Whether the team is willing to work with you, and whether users are willing to pay for your product, depends largely on whether you have built a correct, grandiose, and far-reaching worldview.
If we have a user outlook and values, can we make a product that changes the world? Does every product change the world?
The answer is no.
Why? Because you also need to have a worldview.
A product that changes the world needs to build a worldview, and a product is a world.
Just like Edison invented the light bulb and brought humanity into the age of lighting; Carl Benz and Daimler invented the automobile, which revolutionized the traditional postal carriage industry. After IBM (International Business Machines Corporation) invented the first computer, it has made the leap from mainframe to microcomputer, from desktop PCs, laptops, tablets, and now smartphones.
They have changed from "empathy" for users to "compassion" for the world.
These examples illustrate the worldview of the product, which requires the original intention of creation and the determination to change the world.
This worldview fosters awareness and deep thinking about the future, and requires a view of humanity's past and present from God's perspective.
To do something, the user view determines whether it can be done, the values determine whether it can be done, and the world view determines whether it can be made bigger and stronger or even through time.
The three views are correct, how to do it?
Mr. Jia Wei said that you can create products from 5 aspects.
What are the 5 aspects?
User perspective, user scenario, user co-creation, user service, and user experience.
Let's talk about them one by one.
What is the "user perspective"?
Think from the user's point of view.
It is not difficult to understand that the user is the core, but when it comes to specific practice, it is easy to have problems.
Teacher Jia Wei gave an example.
On the weekend, you go shopping with your friends and get ready to buy something.
As soon as you walk into a store, the clerk can't wait to show you their products, gushing about this new feature, that ** deal.
But have you noticed?
These presentations are made from the seller's point of view, and they don't really think from the perspective of you, the buyer. Consumers will subconsciously feel resistant.
Conversely, if the clerk says hello to you with a smile first, it's easy to ask what you're looking for today or what you're particularly interested in.
They understand your needs and preferences before recommending products to you based on that information.
Does it feel completely different?
To put it simply, the "user perspective" is:Start with the needs of users and focus on what they "want", rather than simply "what you want to give".
If there is a user perspective, there is a corporate perspective and a consumer perspective.
What is an Enterprise Perspective?
The gains and losses of the enterprise are always the first, I have good products, good technology, how many qualifications I have, all in all, I am very good.
Some company founders will also show off product parameters and technology, and users can hear it in a fog.
But what does it have to do with consumers? Did it really help me solve the problem?
What is the Consumer Perspective?
I'm a business owner, and I can certainly provide you with good products and good services, however, it's all based on one premise:You have to pay for the service, you have to spend money with me.
See the difference?
From the consumer's point of view, it is buying and selling. The user's perspective is a friend.
You won't tell your friends that you have to invite me to dinner before I can help you.
When you have a user perspective, it's possible to see the user's pain points.
There are five types of pain points: pain points, cute points, laugh points, tear points, and cool points.
In your mind, you may remember some products that were once all the rage.
However, there are very few that can continue to be sought after by everyone.
Most products, like flowers, are once beautiful but quickly fade away.
Why is this so?
In fact, the key lies in whether these products really hit the user's most "painful" point and find the pain point resonance.
If a product really solves a big pain point for users, then it will naturally be popular for a long time.
Otherwise, no matter how popular it is, it will only be a flash in the pan.
can resonate with pain points, and the product can become a phenomenal product, and then break the circle.
What is pain point resonance?
The pain point resonance is to hit the needs of the bottom of human nature, which may have been designed only for a certain vertical group, but in the end it was welcomed by a wide range of users.
For example, the story of the 55-degree cup mentioned at the beginning.
This cup is not just a cup, it is actually with temperature and love.
This kind of love is reflected in the concern of parents for their children, and it also reflects the worries of parents:
Afraid that the child will be harmed, for the health and safety of the child, he is willing to exhaust all means.
Even if you are tired and hard, you have no complaints.
You must know that the pain points that can resonate with everyone are often new concepts that have not yet been touched in the market.
Take cups as an example, there are all kinds of cups on the market, the most common may be a thermos cup, but you may not have heard of a cooling cup before.
So when the 55-degree cup appeared, it directly hit the needs of users and opened up a whole new category.
In fact, there is another key word in this - innovation.
When we are looking for pain points, we have to think about this problem clearly:
Is this pain point a long-standing problem?
Can the products made with this pain point form a new category?
Only by finding the right user perspective can we find the right user scenario, and there will be user co-creation, user service, and user experience.
After talking about the user perspective, let's look at the "user scenario".
What is a "user scenario"?
If we want to make a good product, we need to think about the product in a specific scenario.
In what scenarios do users use your products and generate specific needs?
We can't look for user needs out of the context.
Teacher Jia Wei gave an example.
We often hear people say that there is no problem, and it can't be solved by eating a hot pot.
If there is, then two more.
On a cold winter night, it is a very happy thing for many people to meet a few good friends and sit around to eat a steaming hot pot.
But for some people who are socially phobic, they want to eat hot pot, but they are embarrassed to go alone.
If you go to eat alone, you can't finish it.
Today's young people are also becoming more and more homely, and they want to lie at home on the weekend, turn on the projector, watch movies, and order takeout.
Did you find out? These are actually scene pain points.
Some people say that if loneliness is graded, if you go to eat hot pot alone, you can definitely be at the top**.
Few people can refuse the deliciousness of hot pot.
But few people fall in love with the taste of loneliness.
Lazy, homely, gluttonous, lonely, being able to enjoy delicious food at home anytime and anywhere, these are actually unmet pain points.
So, why not create a new form of hot pot?
For example, self-heating small hot pot.
Teacher Jia Wei said: We cooperated with Haidilao to develop a self-heating small hot pot for one person, and integrated Haidilao's service concept into this hot pot design.
The consumption of traditional hot pot requires multiple steps such as washing vegetables, washing pots, lighting fires, boiling water, and shabu-shabu, which is very cumbersome and makes your head big when you listen to it.
How to provide users with simple and efficient services?
We've simplified the process of eating hot pot to five steps:
The first step is to open the lid and place the ingredients in the upper box.
The second step is to open the base material packet, slowly pour the base material into the upper lunch box, and add water to the scale mark.
The third step is to tear off the transparent outer bag of the heating bag, put it into the box at the bottom layer, and add cold water to the water filling line or the heating bag 2 3.
The fourth step, put the upper box into the bottom box, cover the lid, the heating package will start to heat, and after 12 or 15 minutes, the hot pot will be completed;
Step 5: Open the lid, stir well and enjoy.
And polish every detail, such as the length of the chopsticks, the way they are held, whether the steam will burn their hands when they rise, how to put the ingredients, how to put the water, and so on.
You don't have to wait for the delicious taste, you can enjoy it at any time. So that a person can enjoy the delicious taste of hot pot anytime and anywhere at home.
As soon as this product was launched, it was sought after by users and became a popular category of Haidilao hot pot brand, with sales exceeding 400 million yuan in less than a year.
In addition to self-heating hot pot, there are still many unmet needs in life, which need to be explored by our hearts.
Remember this sentence:Constant users, fluid scenes.
Find those unmet needs, insight into the needs of the scene, these details, there are opportunities and money.
When you discover the need and see the scene, you can do one thing.
What's up? User co-creation.
What is user co-creation?
In the past, when a company developed a product, it was often led by designers and product managers.
Users are only passive buyers of goods and are not involved in the creation of the product.
But now, we are on the eve of a shift from large-scale standardized production to personalized service.
Whoever can quickly switch to the user's perspective to explore the user's personalized needs will be able to seize the market opportunity.
Mr. Jia Wei gave several examples from the business world:
For example, Xiaomi. In the design interaction method, Xiaomi allows users to participate in the design of the mobile phone and put forward their own opinions.
The project started with 100 participants, but gradually spread to 1,000 and eventually to 30 million.
It is worth mentioning that most of these users eventually became loyal fans of Xiaomi mobile phones.
For example, beauty. Midea has created a user-created brand, Bugu, where users can participate in the entire process of the product from product creation, development and design to final operation.
For example, Jiang Xiaobai. Jiang Xiaobai announced the sales of the user-created product "Lemon Sparkling Wine" in the first two months of the Tmall store, and at the same time shared part of the profits from the sales of the product with the users present, so that every user who participated in the meeting got 1833$86 cash prize.
When you find a pain point, how do you develop this product?
One of the core actions is user co-creation.
You can solicit opinions from users on a large scale, from feedback, creativity, vision, experience, branding to optimization, so that users can participate in the entire process of product creation, and obtain the most direct and core needs of users through their expression.
Putting sovereignty in the hands of users is user co-creation.
But co-creating a product is not the end, but the beginning.
After the product is made, you also need user service.
What is User Service?
Many people may think that I will serve this way. But the service here does not refer to a service at a certain point, but a "service flow".
What does that mean?
Teacher Jia Wei gave an example.
Like the oven. The oven is a very traditional product.
From the point of view of function and style, in fact, it is nothing more than those patterns.
Many manufacturers are competing fiercely on these features, and the profits are getting thinner and thinner.
I was approached by a customer who was confused about how to create a product that stands out from the rest.
Many people may think, the oven, bake things well, I sell the product, isn't this naturally good service?
This is indeed a relatively conventional idea.
There doesn't seem to be anything wrong with that.
But what if that's what everyone thinks?
When every manufacturer is looking at how to bake things well, "baking well" seems to be a must-have, rather than a point of differentiation with distinct characteristics.
What if you think about it from the perspective of user service?
Once, I found that many mothers would take pictures of ** with their mobile phones after baking things, and they never got tired of it.
That's where it gets interesting.
The oven is baked to eat, why shoot **?
A lot of moms think I'm not just baking, I'm recording the joy of creating something and sharing it.
It's not so much baking a piece of food as I'm polishing a piece of work.
Young people too, if they make small cakes and desserts by themselves, they also especially want to pat and share them with others to show off.
You see, I can make something so beautiful and delicious.
In this way, I am a virtuous person, or rather I am a person who loves life.
From this small insight, we can see that the oven actually has a new use scenario.
The oven can be a tool to help people record the process of barbecuing food and record their mood.
So how do you help users?
For example, some older mothers are not very familiar with editing software, so can the oven be equipped with a camera?
Automatically record the beautiful process of baking this food, and it can be automatically edited into a film.
In this way, an oven is no longer just an oven.
The oven has become a companion of life in a family, a scene recorder, a soothing mood, a recorder of a good life, and an assistant to show talents.
In the past, the product was produced from the factory to the terminal sales, and all the sales closed loops were basically completed.
The sale of the product in the future does not mean the end, but the beginning of the service.
User service is no longer a single point, but a process.
At the same time, you have to realize that what you are selling is not actually a product, but a service stream. There are many points that can be mined in the whole process of the whole service.
Dig out these points, and then the next thing is to do a good job of user experience.
Experience is the user
What is User Experience?
Teacher Jia Wei said, I am often asked a question:
What makes a good product?How do you make a good product?Why do some products fail to sell despite their fierce marketing?
Why can't some products, no matter how powerful they are, still fail to be a good product in the minds of users?
In many cases, it's all about the user experience.
The reason why today's good products can win the favor of users and motivate people to pay money is not entirely because of their features.
What's more, they can spark the user's interest and bring a different experience to the user.
Teacher Jia Wei gave an example.
In the past, the bed was a place to sleep.
Lie down and sleep.
However, adding a UX mindset is a different story.
For example, a bed with the help of digital technology can record the user's sleep status in detail, such as how many times to turn over at night, how many times to get up at night, whether the lumbar spine is evenly stressed, and so on.
Sleep reports are then generated, and based on these sleep reports on a regular basis, the functions of the bed are adjusted and optimized to take the user's sleep experience to the next level.
At this time, you not only have a beautiful and comfortable bed, but also a smart assistant that keeps an eye on your sleep quality and helps you adjust to the best condition.
From the experience of a thousand people to the experience of a thousand people, create a surpassing experience in the digital era.
After adding the thinking of user experience, the merchant is no longer selling a bed, but a systematic home sleep service solution.
Many times, what users really need is not the product, but the service that goes straight to the heart.
If you want to gather users, you need to do a good job of experience first.
In this age, where experience is paramount,User experience can even make the difference between life and death of a product.
To sum up: people have three views, and there are good products.
What are the three views of the product?Product user view, product values, product world view.
The product user view is to completely stand in the perspective of the user and think from the underlying logic
Who are the users? Where are the users? What are the user's pain points? What is user value?
Product "values", what is the value of the product?The value of a product is defined by the user.
Therefore, the value of the product is the value of the user experience.
The design that can really move people's hearts should be one with love and warmth, and one with universal feelings of compassion and compassion.
How to build a good product?
User perspective, user scenario, user co-creation, user service, and user experience.
These are the five modules that are indispensable for building a user view.
The core of making products is to "seek truth", find real users, dig into real pain points, and create real scenes.
When you have a pair of eyes that find problems, you have a user view;
When you have the ability to know what users need, you have values;
When you have the love of the world at the bottom, you have a worldview.
These three things are indispensable for making products.
At the same time, there must be empathy and compassion.
This is Mr. Jia Wei's thinking as a product person and entrepreneur.
Thank you Mr. Jia Wei for sharing.
I also wish every entrepreneur can make a truly personalized and loving product.
The article is the author's independent opinion and is for reference only.