What do tob end and toc end mean?

User Group

The so-called user group refers to what kind of people are using your product. The biggest difference between ToC and ToB is the different user groups.

ToC users are basically individual users, and everyone is an individual with a distinct personality. It is obviously difficult to make your product satisfy everyone's personality, or even, not It's very possible, and what we have to do is to grasp the commonalities of the user groups and satisfy them.

In this regard, Zhang Xiaolong once said that products should satisfy people’s greed, ignorance, and anger. The so-called greed, ignorance, and anger are the common characteristics of the public. If you design functions for these three points, you will not be far from a successful ToC product.

The users of ToB are generally enterprises and customers who purchase our products. The difference between customers and users is that customers are not concerned about their own greed, ignorance, and anger. It’s about whether the product can improve KPI and how cost-effective the product is, while users only focus on whether the product can meet their own needs.

For example, if you want to sell an OA system to a customer, what the customer cares about is whether office efficiency can be improved after installing this OA system, and by how much? And is it worth the price?

ToB customers always pay more attention than users. In fact, it is easy to understand. One is free and the other is paid, so naturally the requirements are much higher. However, you have to understand that the core of customer concern is always the improvement effect of KPI and the cost-effectiveness of the product.

Customers care more about efficiency

Analyze the differences among user groups. In the product design process, grasp this difference, and you will grasp the design The key to delivering products that satisfy users.

Usage Scenario

The so-called usage scenario refers to the environment and situation in which the user group uses your product. In addition to different user groups, ToB and ToC also have very different usage scenarios.

The vastly different product usage environments determine the different needs of users, and what we have to do is not only to find commonalities in the differences, but also to meet the relative needs of different users in different scenarios.

For example, ToC users can use it at home, on the subway, or in a desert with few human traces. Therefore, when you design a product, you should try to list as many scenarios as possible to meet the needs of users in different scenarios, so as to achieve the highest possible user satisfaction.

ToC user usage scenarios are complex

As for ToB demand scenarios, they are more in the office and in front of the computer. No matter how difficult it is, you can still go to the customer's Go to the office scene and actually inspect what their office is like.

In short, the usage scenarios for ToB users are relatively simple. You can enumerate the possible scenarios, go to the customer site to investigate the usage scenarios of the product, and then target these different scenarios. Think about how to implement functions to meet different scenarios.

ToB users are basically in the office

Therefore, in terms of usage scenarios, it is difficult for ToC products to grasp different scenarios. We can only rely on research to satisfy different scenarios as much as possible. next demand. The usage scenarios of ToB's products are relatively simple, and it is necessary to exhaustively enumerate possible scenarios to meet the needs of different scenarios.

3. User needs

The so-called user needs refer to what users need and what functions your product provides to meet this need.

In terms of demand, users have different needs for different products. The user needs of ToC are often product managers who conduct market research and user group research in the early stage of the product to summarize what users need. What functions do products have, or what points do existing products fail to satisfy users?

For example, mobile phone applications occupy more and more memory, and users need out-of-the-box applications, so small programs were born. In all this, no user will tell you what kind of product I need. Users will only tell you what problems I encountered, and product managers need to research, analyze, and design products to solve problems and meet needs. .

ToC requirements are mostly obtained from surveys

And ToB customers will often list a lot of requirements for you and tell the product manager that I want to solve this problem. What kind of functions do I want to implement, etc.? You will most likely get a comprehensive list of requirements. At this time, you need to distinguish these requirements and think about why users want to solve this problem and why they want to implement this function. , and what are the core demands of users.

After these analyses, you will find that there are not many remaining requirements, and they are even completely different from those given by the customer, but you have satisfied his core demands and satisfied them with more streamlined functions.

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