Behavial-centric marketing for requirements definition

Abstruct

Marketing has recently shifted towards a behavioral-centric approach, which can also be applied to defining requirements in technical development to make products more efficient and user-friendly. Modern consumers expect not only technical expertise but also personalized support from consultants who assist them through their challenges. To align with this trend, it's essential to understand and adapt to these evolving expectations.

Background of behavial-centric approach

Once you used product-centric approach marketing as main stream. But consumers have gotten much more picky to purchase due to recent recession. They are now reluctant how much you try to persuade them that how your products are good in price and quality.

Thus nowadays you need to shift behavial-centric and perform how they can utilize your products along their contexts.

Target of business strategy

To obtain larger market share. Focus on gathering new light users.

Don't follow customer loyality, that doesn't mean they would take an action. Heavy users would recess to consume in avarage and leave your service in the end of their lifecycle after all. Rather customer loyality would follow its market share (double jeopady).

Core concept

Increase the number of entrances that potential customers would use your products in their contexts (CEP: Category Entry Point).

Category Entry Point

The entrance for your potential customers. You need to consider multiple gimmics that convert them into the light users of your product.

How to create

1. Reconsider the situation of the potential customers.
2. List up the possiblites they potentially use your products in their contexts
3. Select the contexts that they feel familiar but haven't tried ever.
4. Compose the detail stories they would use your product in their daily life.
5. Design the gimmics that causes Desire -> Action -> Reward to the potential users in their context.

Cost control for actions

Consider the laws that control customer's behaviours when you design CEPs.
You can get many useful tips from behavial economics.

• Reduce the cost to accelarate their actions in any aspects.
  • in price, physical, time, interectual and mental.
  • Make it comprehensive and easy to start.
• The sense of loss would impact your customer approximately double than gain.
• Embed what you'd like to ask while they're doing something else.

Framing

• Reposition your existing CEPs into something else they would
• Set it default if you desire to have them choose a specific option.
• Describe it as Cost rather than Loss
• Describe it as Discount rather than Surcharge

Switches for actions

Can you start the gimmics in your CEPs from such clues like below?

• Make haste
• Show conflict
• Show contrast
• Limited
• Make choose
• Give a name
• Approved from an authority

etc...

Learning experience to keep longer

• Customers will shift Learning -> Adaption -> Withdrawal when they use your product.
• Keep them longer in Learning term if you hope them stay in your products longer and set up cosy experience while they're learning.

Especially those ideas from gamifications will be useful to design good learning experience.

Level design

Don't make it dificult at first. Let them learn someting basic and comprehensive first, and gragually shift into advanced usages.

Unlock

Obscure what they don't require at first. Pool them in a list as subquests Then gradually unlock along their needs.

Feedback

Give them feedback immidiately after their actions. Let them feel efficacies and enhanse their habits to keep using your products.

Yet don't mind even your customers leave your products. It's a destiny that they sort out their own issues and gradually lose their interests. Rather focus to increase your CEPs to retake your former customers again on your another products.

How to apply to requirements definition

• Decide priorities of new features for future development.
• Verify customer journey on your product.
• Reduce features that users never touch.
• Propose new features to your customers as something effective to satisfy their end users.