A) Product Overview
(1) Experience Environment
For apps, it's just a matter of experiencing the model, system, and then the app version, the time of the experience, and the experience of the person and other aspects of the information.
(2) Product summary or brief description
This is a few sentences summarizing what the app is and what it is used for.
Note: If you want to, you can also explain your thoughts on the brand of the app, such as how you see the logo of the app, what kind of ideas or information can be conveyed by the logo, and you can also paste the official slogan, and then say what you think of the slogan, so that you can have a macroscopic level of judgment on the product.
This is the first time I've seen a logo on a website.
(3) Product Positioning
Product positioning is: what kind of services or features to provide to whom, and what needs to address these target users.
After this explanation is clear, it naturally leads to the next step to do things: user needs analysis. That is, since the product is positioned in this way, then we need to know the "who" in the end is who, we are through the "what way" to solve this "who" of the "what needs". "What needs".
(4) user needs analysis
A Who is the user - "who"
Figure out exactly who is the target user of the product.
B User characteristics - "who"
Characteristics of the target user, persona analysis, user profile, etc..
C The needs of the target users - "what needs"
Make it clear what kind of needs these users have now, and then the current development prospects of this industry is relatively good, the market is broad, the demand is large, it will be a good opportunity
D solution - "what solution"
Since these needs of the user can not be better met in the current market environment, then what kind of solution does this product provide to better meet this needs.
Here we mainly talk about two aspects: one is the core functionality, that is, in the core function of what kind of characteristics of the innovation or advantage of the place to bring better service to the user; the other is the effect of the experience, whether it is visual or interactive, and what is a better experience.
Note: the solution here does not need to be combined with the product interface to explain the specifics, just a simple list of solutions (features or services) that the app can provide.
E User scenarios
Now that we have provided such a solution, we need to analyze under what circumstances users will generally use our product, what are the user scenarios for this product, and what are the situations.
(6) the current state of the market situation and analysis
On the analysis of the market situation, before you prepare when you have obtained a lot of data, in app annie and other places to find the data can be used to analyze the current state of the market, and to give some personal views, mainly including the following two major aspects:
A Industry Analysis--
What is the current market situation, how is the current status of the industry, how big is this market, how is the user demand, how is the development space, and will it become a new wind mouth in the future? That is, according to the data, talk about some personal views on the future of this market, and give reasons. (For example, the current development prospects of this industry is relatively good, the market is broad, the demand is large, and then there are fewer homogenized products, which is a good opportunity to expand)
B Market data (product data) -
How is the market share occupied by this app and how does it compare with the main competitors. Then draw some conclusions and your recommendations based on the comparison.
(B) Product Analysis
(1) Product Structure Diagram
According to your understanding of the product, draw out the product structure diagram of the app, and through the structure diagram you will be able to draw out the layers where each function of this app is located, the depth of the core functions, and how the function is how to categorize the planning.
Then according to this conclusion, you can further analyze which functions are classified more reasonably, which are not reasonable, which functions are placed too deep in the entrance, not easy to be known by the user, and which unimportant functions are placed in the obvious place, and here you can put forward some of your views and suggestions on these issues.
(2) user flowchart
You are the user, you are familiar with all the features after the user's use of the flowchart, through the flowchart you can see the user in the process of realizing the needs of the process need to go through what things need to be done, need to use what features.
There is no need to continue to expand here, because the next step in the functional experience analysis we need to follow the route of the user flowchart one step at a time to experience the app's functionality.
Note:
A, if an app is only focused on solving a need, then there is basically only one route for the user to use the flowchart, so analyze according to this route;
B, however, if the app is more complex, with a lot of functionality, and more needs to be solved, then there may be many routes for the user to use the flowchart, and this time you don't have to analyze the flowchart. There are many, this time you can not go to all the routes to analyze, you only need to pick a few core needs of the user to use the flow route to analyze.
For example, Taobao app features a lot, then you can focus on analyzing the realization of this process of shopping, and for the auction, Taobao headlines, bargaining may not be involved for the time being, after all, the app contains too many features, is not able to analyze the full range of a short period of time, and the people who run the app also need to rely on a lot of teams, you want to involve all that is not possible. Possible, so you can intercept one or more of the route to analyze the user's use of the process, so it is easier to focus on, try not to be too big, too big is very difficult to deep!
(3) Functional experience analysis - this should be considered the most important place in the experience report
Here, you need to be based on the previous steps in the user flow chart, the use of tasks to go check the method of the need to experience the page one by one to go! and see what the issues are in the process!
In this process, you will have a clear understanding of what users need to go through in the process of realizing their needs, and what features to use. Then at this point you need to analyze the process from two levels:
1, the macro level: this is on the whole on all the pages for a grasp and analysis. For example, is a requirement or task necessary for the user? Whether the completion of this task is too long a journey? Whether the entrance to the core function point is placed too deep? Here you just need from the macro level to the function or experience of the advantages and disadvantages of the clear, for the shortcomings of the aspect to give advice, say what you think should be done.
2, specific level: this is a separate page by page analysis. For example, the functionality of the problem, the existence of a page is redundant or chicken ribs? This function is placed on this page is appropriate? Or experience problems, this in fact, when you do the preparation has been recorded, for example, a button whether the guidance is strong enough? Is the button misleading? Will it be visually intrusive? Will the page be hard to read? Is the interaction clear enough? The important thing to note here is that it's important to focus on the first sense of the experience. Similarly, the strengths and weaknesses of both the functionality and the experience need to be told, and the weaknesses need to be given advice on what can be done to make it better.
Note:
When doing product functional experience analysis, there are also many people are in accordance with the five elements of the user experience this perspective:
A strategic layer - this level of analysis of the product's user goals and product goals, the need to analyze the user, this is similar to the user needs analysis, including user profiling, as described above. This is similar to the above mentioned user needs analysis, including user profiling, user needs, product positioning, product features and so on.
B Scope layer - from the product to provide functionality or service level to analyze, including what are the main features of the product, analyze these main features one by one, and explain the relationship between these features.
C structural layer - here you need to draw a product structure or architecture diagram, analyze the product where each function is located in the hierarchy, the depth of the function, the function of the entrance, the function of the relationship between the function, the function of the classification, and analyze the strengths and weaknesses of them one by one.
D Framework layer - here is the main product interface design, navigation design, as well as information design to analyze, and come up with the advantages and disadvantages.
E Performance Layer - This is where the strengths and weaknesses of the product's UI, i.e. color scheme, overall style, page layout, etc. are analyzed.
However, I think the idea of experiencing product features according to the route of the user flow would be more appropriate, which is more in line with the logical thinking of an ordinary user of the product (perhaps the product manager's thinking will be different from the thinking of ordinary users of the product, but we should consider the thinking of ordinary users), and for the more complex apps, if you analyze the level of the five elements, then the analysis will be very complex. And for the more complex app, if the five elements from the level to analyze, then the content of the analysis will be a lot of very complex, and easy to flow on the surface; but if the route from the user to analyze the flow of the user to extract a few core routes to analyze, then it will also be more focused and more in-depth, for the product is also more beneficial.
Of course, if you want to analyze the five elements of the user experience, you can determine in advance which of the main functions you want to analyze, and then analyze these functions according to the five elements, which is also possible. Anyway, just try to avoid being too big.
On the other hand, it's hard to be precise when you're too big and too comprehensive, and it doesn't make much sense to analyze the surface.
(3) Competitor analysis
After an in-depth analysis of the app itself, it's time to analyze the competition horizontally.
For competitor analysis, you can still go from two perspectives:
1, macro level: Need to understand what are the main competitors of this app? What is the current market pattern (this has actually been mentioned in the previous analysis of the current market situation)? What kind of ways or solutions do competitors use to meet user needs or solve similar problems? What are the strengths and weaknesses of the competitors? What are the lessons for us?
2. Specific level: What are the best features of the competitors? What are the differences between our features and those of our competitors, and what are the differences in UI or interaction that we can learn from? What are the differences in UI or interaction and what can be referenced? What do we need to improve by comparing these?
Note: The analysis of competitors here does not need to be too detailed, generally speaking, the competitor's strategic level, functionality and experience level strengths and weaknesses listed, and then attached to the side of the reference value of our product, that is, how we refer to the strengths and weaknesses of the competitors.
(4) user comments
From the app store, Zhihu and other related channels to search for user comments on the product of the information, pick out some of the more representative of the list can be, the purpose is to use the comments of other users to argue that the previous experience of your product features some of the statements, do not need to be analyzed, but can be used as a reference to learn from our competitors.
(5) If I'm a PM
At this point, if you position yourself as the PM of the product, then we need to analyze the product at a strategic level.
This analysis is considered to be a summary of the product's recommendations, need to stand at a higher level to think about the product's problems and make recommendations, such as the direction of the product has a newer thinking, the product's business model or profitability model has a deeper understanding or insight, the future there is no what can be opened up to the new strategy and so on.
At the same time, you can also summarize your own thoughts on the app and competitors' products, and talk about your understanding of the user group market, and whether there is any demand that can be explored in depth.
Note: If you don't have a good grasp of the product and the industry, it's best not to get too strategic here, because you might accidentally be making a fool of yourself.
(F) Operations
For the operations side of the product experience report can be omitted. On the one hand, this is the product experience report; on the other hand, you as an outsider, in the case of not familiar with the product's operational planning, it is very difficult to grasp this operational thinking, and this also requires extensive experience.
But a little bit of your advice is fine.
Summarizing
Here, the framework for writing a product experience report is planned, and all you have to do is focus on the specifics and fill in the report.
Of course, this framework is just a general one, and for product experience reports, you also need to consider the object of the report, which is different, and the way to write and think about it will be different, and the focus will be different.
But I think the general idea is roughly the same, and depending on who you are talking to, all you have to do is modify the general idea.