One trick to deal with picky users 一招搞定挑剔用户

To Mika:

Yesterday I got a photo from an US model who requested a diva-look retouch effect. I made 2 versions with different diva styles. And I was confused which one would be better for my customer.

When I was thinking about this question, I reminded myself of a common phenomenon: sometimes when customers are not satisfied, they can’t even tell which part is wrong. They just want improvement for no reason.

That’s it! Customers are not satisfied because we give them the right to be picky. Animals always want more. When it’s zero-cost but high-benefit to be picky, it’s really hard to abandon this decent right.

There’s one trick to deal with it: Make 2 versions and ask your customer to choose a better one.

For example: Jenny and Linda are both ugly and fat. When Tom is asked “Who is prettier?”, he has no choice but to choose the less ugly one (suppose Linda is less ugly). Then I can tell Linda :”Tom said you are pretty”. Tom can not deny that even he want to say “WTF????”

The same thing happens when a customer say “I think this one is better than that one”. Well, this trick switches user’s attention from unknown “Absolute Standard” to specific and clear “Relative Standard”, which make it easier to be satisfied.

昨天给一个美国的模特做了一张图,对方要求要有歌剧女主角的感觉。最后设计师做了两个版本,都很不错,一个是茶花女的悲伤凄凉的感觉,一个是歌剧魅影的华丽四射的感觉。两个版本我都喜欢,但系统只允许传一张。我不知道哪张才会让用户满意。如果因为用户喜欢茶花女,而我恰恰传了歌剧魅影,哪岂不是太冤了。

突然想到以前用户对我们的作品不满意的时候,往往他们自己也不知道哪里不满意,也无法提出具体的改进意见 。总之就是觉得不满意,还可以更好。

分析了一下,这也是一个心理现象。客户一般都不愿意放弃挑刺的权利,因为挑刺的成本为零,收益却大于零。人们买东西的时候总会故意说些毛病出来,期待卖家赠送些赠品作为补偿。如果不挑刺,潜意识里就会觉得放弃了谈判的筹码,损失了潜在的利益,那就亏了。人就是有这种弱点,不知道是否叫“贪婪欲”。

在这种前提下,有一招“比较法”可以有效的对付这种客户:出两个设计版本,强迫客户从中挑一个,比如在shute面前亮出两个丑女,A和B,问“A和B哪个更漂亮?”,shute知道B比A更丑,于是只能说A更漂亮。然后我可以名正言顺的对A说:“shute说你很漂亮哦”。shute即使听到了也只能忍气吞声。

比较法”这可以把用户的注意力从“主动挑刺” 转移到“被动比较”上去,本质上是把绝对标准变成了相对标准。绝对标准是高不可及的(用户自己都不知道怎样才是最好),但相对标准只是两个版本里较好的那个。

前几天和shute聊天的时候,改进后的用户策略本质就是这招,故意混淆绝对标准和相对标准,却让人短时间没有反应过来,跌入了这个陷阱。从而让火种有了骚扰用户的机会。

Tucia As Microstock Design Leader 吐司将打造微利设计先锋

To Mika:

World is tending to have a better resource distribution system. Suppose an US citizen need to pay $10 for some rice, and a Thai farmer want to sell the same rice at $7. If we can cut down the logistics & transaction cost within $3, then it’s a good deal for both side. Unfortunately life is not so good in this way.

Traditional stock photography companies like Getty Images and Corbis have been selling ultra-expensive images for a long time, and still alive now. Of course they hire the best photographers and keep the highest cost in this industry. But higher cost doesn’t mean a better thing. Only high-end buyers can afford $2000 for one image.

Since 1999, microstock photography companies like istockphoto and fotolia emerged quickly. (Curses! I wish I was born earlier) They focus on hundreds of thousands of amateur photographers all over the world, and share profit with them if their work are sold to low-end long tail buyers, such as web designers, small studios, small magazines. With this model, the cost is really really low and sales is scaling really fast. fotolia is one of my favorite site, which only has 15 works, most of which are part-time, tagging photos for a better search result.

Damn I love ths business model! Tucia is gonna be a microstock design leader. Low-cost, high efficiency, easy accessibility.

潮流总是朝着资源配置更加公平合理的方向前进的。美国人买大米要$10,而泰国人愿意以$7出售同样的大米,如果能把物流和交易成本降低到$3之内,就是一个资源合理配置的方向,双方都获益。可惜现实生活中太多资源被不合理地配置了。

以图片交易为例,最初的Getty Images和盖茨私人打造的Corbis,雇佣了全世界最顶尖的摄影师,当然也是最昂贵的摄影师,其图片质量当然是无可挑剔,而单张上千美金的价格绝对不是一般人可以承受的。这两家巨头也很乐意固守成规,只满足大公司、大杂志、大广告公司等高端用户的需求即可,人家不care钱。

结果1999年开始,出现了以istockphotofotolia为代表的小型图片公司,采用freelancer模式,所有摄影师都是通过网络招募来的兼职,上传图片之后,如果有人买,摄影师和图片公司大致五五分成。虽然说图片质量可能不如上述两家巨头那么专业(其实也不一定),但是要知道,大部分买家,比如业余的网页设计师、小型工作室、小型杂志媒体等,根本不需要100%最好的图片,80%就够用了。这些Microstock图片公司,让图片成本大大降低,自然价格也大跳水,现在一美金就可以买到高质量的图片。现在有名可查的Microstock图片公司至少超过20家,大部分都生意火爆。我自己最喜欢用的是fotolia,这家公司每年从几十万的摄影师手上获取几百万张的图片,年收入超过千万美金,却只有15个员工,大部分还是兼职的,主要工作是给每个图打标签,便于搜索。

这样的商业模式是我最喜欢的。 吐司的商业也是这个方向:微利设计 | Micrstock Design。和jingchang商量把这个模式取了个代号:快餐化设计,很直接。后来跟vicky电话,觉得“便利店式的设计”更好一些,简单说就是把设计从高高在上、流程繁琐的广告公司和设计公司里拉下来,彻底平民化,低价化,高效化。这的使命只有利用互联网才可以完成。