Read “Liang Ning product thinking 30 talk” what is the most important thing to do products? It’s definitely user-driven. “Judge the message, grasp the main points” these are for the user, then how to know our users? Teacher Liang ning here uses a marriage coach model to look at all users from the perspective of female dating. This model divides people into five layers from the outside to the inside, namely, perception layer, role frame layer, resource structure layer, ability circle and core. Perception layer is a person’s outward appearance, role framework layer is the individual’s position and role, and began to enter the inner resource structure layer, is the resources and internal structure, behind its ability to turn is determined by the kernel, the kernel is a person’s perception of their own sense, when there is a feeling after being satisfied not circle the expansion ability, A person’s sense of existence is the switch that triggers his emotions and behavior. In addition to differences in the core sense of existence, there are also differences in habits, that is, what do you like? Hate what? Fear of what? Reason is the force that pulls a person back, but what drives a person is actually internal feelings, emotions, underlying systems. Acquired knowledge, skills, reasoning and logic are also equivalent to app. Your emotions such as joy and fear are the operating system, so you are not lacking app, but your operating system can only support you so far. There are four basic biological emotions: pleasure, anger, discomfort, and fear. Pleasure is to be satisfied, stretched for a long time feeling suddenly satisfied, this feeling is called cool. On the other hand, unsatisfied is unhappy. Many human emotions, anger, sadness, pain, boredom, etc., are essentially unsatisfied at some point. Good people have a few characteristics: sensitivity, intolerance, and hands-on optimization, which is called the right kind of discomfort. Who you absorb nutrition, you will become who; You become what you become by what you satisfy. What continues to satisfy you and what annoys you forever is your destiny. Using these three words, such as pleasure, discomfort and satisfaction, can illuminate a product to a certain extent, can illuminate your relationship with a person, and can see your own talent and destiny. Anger is a feeling that one’s boundaries, including realm and existence, have been violated, while fear is nothing more than an inability to do so. Anger is essentially a kind of fear, and anxiety is also a kind of fear, from the imagination of fear, inescapable, constant fear; Shame is also a fear, the fear of social commentary.
Fear is a kind of boundary that binds people. Advising people not to spend more than 5 minutes sometimes does not mean that the other party is good to her, but captures her fear; Fear is a motivator, a greater motivator than the 10,000-hour rule of pleasure; Fear is a pain point. Make products that make people feel good, or make products that resist fear.
User research is not just about knowing users’ feelings of joy and fear, but also about their subconscious. User research should conform to their subconscious, remove their subjective wishes and judgments, and avoid pressure and defense. We can also influence the subconscious mind, either by constant high-pressure indoctrination, high-frequency repetition, or by bypassing conscious defenses. Human nature is the nature, education is the human nature, the role is to the human, people only by training and have the pressure to play a role, so many predecessors, after everyone is at home, outside to get rid of the role of the shell, the role is the collective personality, collective personality is also the human, so if the product is 2 b, that’d be conform to the role of good, It’s against humanity, just like wechat and Tintin. Humanity is self, the desire to control is the extension of self-discipline, creativity is the extension of self; Pleasure-driven people are ego driven, fear-driven people are self-discipline. In the final analysis, ego is the product spirit.