Читать книгу Build Better Products - Laura Klein - Страница 60

As you learned with personas, it’s important to be able to identify the exact behaviors and needs that determine whether a particular person will become a user of a product. Not all moms will become users of every product aimed at moms. Not all stylish teens will want to use your new style app. Not all marketing managers will buy one particular productivity product. What is it that creates the fit between the user and the product? These questions are meant to help you predict those things.

• What behaviors/needs/goals predict usage?

Style app: Shopped at a sample sale in the last 6 months and follows at least 3 fashion blogs closely

SaaS tool: Attempted to measure ROI on email marketing and content marketing investment, but felt frustrated and couldn’t get actionable information

• How does this product meet the need?

Style app: Helps them find sample sales of upcoming designers in their area

SaaS tool: Tracks email and content marketing all the way through the sales pipeline to measure actual ROI

• How does this product make the user better?

Style app: They’re the first in their group of friends to discover a trend while saving money

SaaS tool: Makes their marketing employees more efficient by generating more sales leads