User Operation Methodology

User operation, it is about: to see people say people, to see ghosts say ghosts. The core of the four words: to cast their favor. Of course, in this process, we can not deviate from the values of their own products, from the core values of society. To put it simply: to make the user better and better.

1. User life cycle
   The first step to do a good job of user operation is to understand the life cycle of the user, just like the birth, old age, sickness and death of a person, and do the right thing at the right stage. On a platform, users also go through 4 major stages: exploration, growth, maturity and decay. The goal of user operation is: to make the user's life cycle value (LTV) higher From the decomposition of the user's life cycle stages: let the exploring users enter the growth period faster; let the maturity period span is bigger, and let the decaying users come back to the maturity period. Therefore, the operation actions corresponding to the stage of users can be converted into our commonly used operation terminology: ice-breaking for new users, stock progression, silent activation, and churn pull back.

It takes a very high level of skill to juggle all aspects, you need to understand campaigns, products, crowds, and data to name a few. Usually the big players do crowd slicing, new accounts, stock, churn, split into multiple small teams to take care of it.

2、Operation team collaboration

To do a good job, first find the right people, and then a reasonable division of labor and collaboration. Speaking of selecting people to do user operation, I personally think that he needs to know the ability to: copywriting ability, activity planning ability, user research, data analysis, product thinking ability. Especially the latter two, it is difficult to achieve a high level of operation without understanding data. Do not understand the product, it is difficult to realize the effect of four or two pounds through the system ability. Having a product manager, data analysis experience is a plus. Again, when it comes to collaboration, simple business, according to the division of new households and stock, it is enough to do user operation. But when it comes to complex business and larger user volume. Need to further subdivide the user group, so that the effect of each crowd operation can be maximized. The common population segmentation follows the MECE segmentation principle. However, there are some groups of people that may have crossover, such as a financial platform, the two categories of high net worth customer base and car owner customer base, are duplicated. The way to deal with this is to jointly operate according to the method of their own characteristics of the population, and double-count when accounting for kpi. Operational actions are aligned by weekly stages to avoid overly disturbing customers.

3. Infrastructure for operations

Do a good job of using the operation, these two major infrastructure can not be lazy. First, the user labeling system; second: the user growth system. Of course, if the volume of users is small and the business is not complex, you can consider doing less or nothing. Labeling is used to recognize people, and rights are used to retain people. User growth system, the author gives the idea is: user stratification - user path planning - user incentives - rights and interests design.

The design of user rights and interests needs to follow two major principles: first, around the product goals; second, can be realized with the core functions of the closed loop. Equity incentive design, is based on the different stratification of users, the design of differentiated equity incentives.

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