User needs lead to marketing-oriented design

<br />For each of our topics, the team will discuss it internally via email. As the discussion becomes more intense, many meaningful ideas often emerge. Therefore, we share the discussion content and friends who are interested can continue the discussion.
Junchen:
Expectations do not pop out of stones. All expectations are an external manifestation of external influences and one's own needs.
A product that meets expectations can attract attention at the first sight and is a good "marketing design".
Angela:
A product that meets expectations can attract attention at the first sight and is a good "marketing design".
Can we expand on this sentence?
Junchen:
Catering to expectations is easy for most people to understand, and most marketing cases are about catering to or guiding expectations. (The demand is too deep and must be dug out and expressed as expectations, which can also be called explicit demand)
Products that meet consumers' expectations can give them a good first impression (and many details can only be understood after use). Combined with different marketing methods, marketing goals can be achieved well.
Sometimes, in order to meet expectations, some other aspects of the experience may be lost (for example, the investment in marketing costs leads to reduced R&D costs, resulting in reduced usage efficiency, etc.). This can sometimes be avoided by improving the design, as long as you are not "obeying the orders of the marketing department."
Adventure:
Catering to expectations should be to grasp the user’s first purchasing motivation, and the user’s purchasing motivation is often the strongest demand! Can it be understood as capturing the strongest demand?
White Crow:
I basically agree that users' purchasing motivation is the strongest demand.
But I care more about the needs that are truly valuable to users. For example, users’ motivation for buying a mobile phone nowadays is often to have as many functions as possible, but this motivation is not the most valuable to them.
A company that can grasp the most valuable needs and motivations of users and guide them into their maximum expectations will become a great enterprise. Of course, it is often necessary to start guiding them from their strongest needs, but the ultimate goal must be to align with their most valuable needs.
For example, 51 has been trying to solve the problem of being soaked in water for a long time, and its value cannot be maximized. But Facebook solved the expectations of hooking up and being hooked up from the very beginning, and gradually led people to real social interaction, which made sense.
Lance:
From my personal point of view, needs and expectations are two completely different concepts, although their definitions are relatively close. Demand can be said to be an objective thing, whether it is realized or not, if you want to change a person's needs,
It is a very difficult thing.
But the expectations are different and must be recognized, and even if the client’s knowledge cannot quantify them, they can at least be qualified.
According to the hierarchy of needs theory, in different situations, only some needs will be transformed into important or basic expectations.
Let’s use the example of drinking water again. At any time, the five levels of needs exist. However, due to different situations, the main needs are different, and the expectations they are converted into are also different.
When physiological needs are the main concern, such as in a very dangerous desert situation, one may just want water, even if it means drinking poison to quench thirst.
When safety needs are the priority, then at least the expectation is that the water is harmless to oneself and healthy.
In the case of social needs, people may expect to drink in a cultural way, such as tea or wine.
In higher demand situations, expectations are different.
Sky:
I think it is entirely the material basis that determines the superstructure.
Ten years ago, who would have expected an MP3 player to have several GB of memory, a touch color screen, and a variety of functions? Having a portable MP3 player would have far exceeded user expectations. Now these have become basic needs of users.
Shouldn’t it be called, looking at user expectations from a developmental perspective? . .
White Crow:

User needs are fundamental. But, the most fundamental thing is the reason why the demand arises. The most common mistake in requirements analysis is to mistake requirements for functions. The first thing to do when analyzing demand is to "understand the reasons for the demand." Then understand the user's expectations for solving their needs. Finally, it’s about meeting needs. Analyze "how to meet the needs" based on the reasons for the needs, understand the user's expectations for meeting this need, and finally choose "a method that is valuable to users and meets their expectations."

Hanging out and being hooked up is a major need in online communities. Why is the need for hanging out and being hooked up so strong? If you don’t understand this, the product you make will be useless. Many people come up with a function called "Book a Room" right from the start and attract a bunch of JN users. In the end, this website is all about "booking a room" and prostitutes. The reason for flirting and being flirted with is that: for boys and girls who have reached (or passed) puberty, the effect of hormones is a normal phenomenon. Users’ expectation to resolve their hormones does not really mean going straight to a hotel room; perhaps just comforting each other’s souls is enough. Finally, there are many ways to address hormones. You find that social networking can solve users’ needs and bring value, and it is relatively in line with users’ expectations (spiritual comfort). Maybe you can eventually create a successful social networking site.
Of course, you often start by using the "opening a room" approach in order to grow and become more attractive. But remember: this is just your initial means, don’t treat it as a “core function” (for example, you advertise that your website has many beautiful women, but don’t really expect most users to be beautiful women, because at least 99.9% of users are stinky men and dinosaurs. Of course, there may also be transsexuals and vests). At a certain point, the function of booking a room will be gradually weakened (Facebook has weakened the “Poke” function more and more).
Lance:
I agree with the above points 1-6.
However, as mentioned in the examples, there are some different opinions, any user's needs or expectations (here is the difference between my definition and Bai Ya's, I think that flirting and being flirted with are just an expectation decomposed from the user's communication needs). As long as such a stable group exists and is relatively stable, there should be successful websites.
Bai Ya mentioned the problem of 51 earlier. I think the fundamental point of 51 is whether the user base is stable, whether there are users coming in when there are users leaving, the cost of acquiring new users, the marketing value of users, etc. (of course, national policies are also one aspect).
We always want to build something great, but from a company's perspective, profitability is what matters. The reason why prostitutes always existed in ancient China was largely because there was a group of people who had such expectations at that time. From a social perspective, an opera house may be more noble than a brothel (that's for sure), but don't deny the objectivity of the existence of brothels. Perhaps the business value of a large brothel is much higher than that of an opera house.
White Crow:
It seems we have different definitions of success.
I believe that anything that doesn't bring real value to users cannot achieve long-term success.
Lance:
Well, I think we agree on this point, but many times we have to pay attention to the immediate interests.
PS: The dialogue has been edited and only the valuable text is retained

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