Therefore, if designers want to quickly understand business email list the business, in addition to immersing themselves in daily work and communicating with partners in a timely manner, they also need to go deep into the front line to understand the real goals and work behaviors of users in business scenarios. A more systematic solution, combined with the designer's common toolkits, such as stakeholder related maps, business relationship maps, experience maps, etc., makes the entire business system more clearly visualized.
Of course, this process will be easier for designers with research experience, and there is no need to worry about those without relevant experience. At present, some conventional research methods have already matured, such as questionnaires, in-depth interviews, focus groups, usability testing, etc. There are detailed introductions in major books and websites, and it is also very convenient to learn.
Here I mainly share the important precautions and anti-pit guides in B-end product research.
1. Research stage
First of all, in the preparation stage of the research, especially pay attention to three things:
①What identity do you go in, which determines the way you communicate with the user;
②Do you have a solution? This determines the scope and depth of your research;
③Whether you make the other party feel safe, and whether the other party will be worried that it will affect him because of what you say to you. B-end users are usually relatively cautious in expression because they are constrained by organizational goals and rules. Therefore, it is critical to establish a sense of trust in the early stage.
Then, in interviews, we usually distinguish three types of B-side user roles: senior, middle and front-line employees.
①High-level: such as CEOs, executives, etc., when conducting interviews with high-level executives, the focus is on strategic coordination, and the interview time is short, usually no more than 10 minutes. Therefore, you don’t need to believe in the 5 whys. The bosses all have precious time. They need to prepare in advance to talk to him about the overall situation.
②Mid-level: The middle-level interviews mainly focus on reducing costs and increasing efficiency, and discuss the core indicators that the other party pays attention to, such as operating costs, performance goals, and human efficiency.