In the actual product demand analysis, various complicated situations are often involved, most of which come from the uncertain factors of users.
Therefore, in order to design excellent products, it must be inseparable from the speculation and understanding of human nature.
According to Maslow's Hierarchy of Needs Theory, its content can give designers some direction of product demand to some extent: no matter what the product sells, it will revolve around the needs of target users.
As a product designer, the first thing is to identify the level of this requirement, and then dig deep into the user's motivation for this requirement, in order to provide users with sufficient functions to meet the requirement.
Next, the author will lead you through this article to consumer email list interpret in detail how Maslow's hierarchy of needs theory guides the excavation of human needs.
Maslow's theory of needs, or "hierarchy of needs", was formally proposed by Abraham Harold Maslow in his 1943 book The Theory of Human Motivation.
At the same time, he is also the leading figure of the consumer email list three major forces of psychology, and the founder and leader of the humanistic psychology school.
According to Maslow, there are two distinct needs in the human value system:
One is the instincts or impulses that gradually weaken along the upward direction of the biological lineage, which are called lower-level needs or physiological needs; the other is the potential needs that gradually emerge with the evolution of organisms, which are called higher-level needs or realization needs.
When the low-level needs are basically satisfied, its incentive effect will gradually decrease, and its dominant position will begin to decline, which consumer email list will then trigger high-level needs.
At this time, high-level needs will have greater value and room for improvement than low-level needs.
Maslow's "Pyramid Model" of Hierarchy of Needs
"Maslow's hierarchy of needs" can be divided into five categories: physiological needs, safety needs, social needs, esteem needs and self-actualization.
Based on the five-level foundation, Maslow added two new levels in his subsequent theoretical works, namely, the needs for knowledge and the needs for aesthetics. This article mainly expounds the top five needs.
Among them, the highest level of the higher level, that is, "self-actualization" is to show one's potential in the most effective and complete way, so that one can get the ultimate "peak experience". (The term "peak experience" was first mentioned in Maslow on Self-Transcendence)
According to the theoretical basis of low-level and high-level, Maslow believes that there are five different levels of needs hidden in human beings, but the urgency of various needs manifested in different periods is different.
And the most urgent need of people is the main reason and motivation to motivate action.
The five levels of demand
Maslow's five demand levels are the most commonly used demand analysis models when we conduct product analysis, especially when we conduct demand mining for users. When designing, we will match different demand levels according to different scenarios.
According to the analysis model, it is pointed out that only when people meet the most basic food and clothing issues, will they further consider private desires.
As in the lack of water in the desert, the human instinct is to survive, not to go sightseeing. On the premise that the lowest physiological needs are not met, any other needs "cannot jump in the queue".
After all, in this scenario, quenching thirst is the most advanced requirement!
- Water is the only requirement in the desert
1. Physiological needs
Refers to the most basic needs to maintain one's own survival, including sex, food, water, sleep, and air needs.
This layer of needs is the most powerful driving force for people to act, and it is also the lowest foundation for cooperating with other needs.