{"id":32297,"date":"2019-10-31T21:46:12","date_gmt":"2019-10-31T18:46:12","guid":{"rendered":"https:\/\/prohoster.info\/blog\/istoriya-odnogo-molodogo-servisa-daida-iskusstvo-po-podpiske\/"},"modified":"2019-10-31T21:46:12","modified_gmt":"2019-10-31T18:46:12","slug":"istoriya-odnogo-molodogo-servisa-daida-iskusstvo-po-podpiske","status":"publish","type":"post","link":"https:\/\/prohoster.info\/sl\/blog\/news\/istoriya-odnogo-molodogo-servisa-daida-iskusstvo-po-podpiske","title":{"rendered":"Zgodba o enem mladostnem storitvi Daida (umetnost po naro\u010dilu)","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"<p><i>Zdravo! Po\u010dinjemo s objavom izve\u0161taja iz QIWI Ku\u0107e, a prvi izve\u0161taj \u0107e biti o Absamatu i njegovoj usluzi umetnosti na pretplatu. Re\u010d dajem govorniku.<\/i><\/p>\n<p>Zovem se Abasamat, partner sam u agenciji za usluge dizajna Useful, a paralelno radim i na usluzi DaiDa, koja omogu\u0107ava ljudima da iznajmljuju umetni\u010dka dela, a posebno slike razli\u010ditih umetnika.<\/p>\n<p><noindex><a rel=\"nofollow\" href=\"https:\/\/habr.com\/ru\/company\/qiwi\/blog\/449240\/\"><img decoding=\"async\" alt=\"Zgodba o enem mladostnem storitvi Daida (umetnost po naro\u010dilu)\" src=\"\/wp-content\/uploads\/2019\/04\/d5d223eabc907791041643c79b54011f.png\" style=\"display:block;margin: 0 auto;\" \/><\/a><\/noindex><\/p>\n<p>U ovom postu \u0107u podeliti na\u0161e iskustvo: od ideje do po\u010detka kreiranja proizvoda, o na\u0161im gre\u0161kama i uop\u0161te o tome kako je to bilo.<\/p>\n<p>Postoji tako ne\u0161to kao PMF, product\/market fit. Ima mnogo definicija, a u najkra\u0107em \u2014 to je uskla\u0111enost va\u0161eg proizvoda sa o\u010dekivanjima tr\u017ei\u0161ta i publike. To zna\u010di koliko je on zaista potreban i ho\u0107e li biti tra\u017een. Razumeti da li ste postigli PMF ili ne je lako \u2014 ako vidite eksponencijalni i stalni rast korisnika i razumete za\u0161to se to de\u0161ava \u2014 imate PMF, ovde je te\u0161ko pogre\u0161iti.<\/p>\n<p>Kao startup nismo prona\u0161li PMF, jo\u0161 uvek smo u tom procesu. A \u0161to se ti\u010de ideje, sve je bilo ovako.<br \/>\n<noindex><a rel=\"nofollow\" name=\"habracut\"><\/a><\/noindex><br \/>\nPre godinu dana u okviru na\u0161e agencije sproveli smo veliko istra\u017eivanje tr\u017ei\u0161ta savremene umetnosti i identifikovali nekoliko trendova. Prvo, primetili smo demokratizaciju ovog tr\u017ei\u0161ta u celini. Drugo, otkrili smo ni\u0161u dostupne umetnosti i shvatili da moramo da istra\u017eimo ovu temu dalje. U skladu sa svim pravilima uslu\u017enog dizajna razgovarali smo sa svim igra\u010dima na tr\u017ei\u0161tu \u2014 galeristima, potro\u0161a\u010dima, umetnicima. Rezultat su bila tri osnovna pitanja na koja smo poku\u0161avali da prona\u0111emo odgovore tokom faze prototipiranja.<\/p>\n<p>Prvo pitanje: kako transformisati klasi\u010dnu galeriju u stil savremene umetnosti, tj. stvoriti neku alternativu Zari na ovom tr\u017ei\u0161tu.<\/p>\n<p>Drugo pitanje: kako re\u0161iti problem slobodnih i ve\u0107 zauzetih zidova. Ljudi obi\u010dno imaju prili\u010dno ograni\u010den broj zidova u stanovima, a slobodnog prostora na tim zidovima, gde ne\u0161to mo\u017ee da se postavi lepo, jo\u0161 manje. Na zidovima ve\u0107 mogu da vise police, kalendari, fotografije, televizori i LCD paneli. Ili ve\u0107 druge slike koje su tu zauvek. To zna\u010di da ljudima nisu bile potrebne nove slike, jer ili jednostavno nemaju gde da ih oka\u010de, ili ne znaju kako da odaberu rad za postoje\u0107i prazan zid.<\/p>\n<p>In the third question: how to strengthen the position and add some interactivity to the audience, because this market needs a push. And a fairly active one.<\/p>\n<h2>Solution<\/h2>\n<p>\nWe found the solution in providing works of art through a renewable subscription. Yes, this is not something completely new that no one has done before us; we synthesized the best practices from existing industries. It's a marketplace, it's sharing economy companies (Uber, Airbnb), it's the business model of Netflix, where you simply pay once a month for access to content.<\/p>\n<p>This is how it works today. The user visits the website, selects an artwork they like, and we deliver and hang it. Then the painting stays in their home for a month, after which they can either extend the subscription for the same amount and keep the artwork for another month or visit the website and choose something else within the subscription. Then, within 3 days, the previous artwork will be taken away, and a new one will be delivered in its place.<\/p>\n<h2>Idea<\/h2>\n<p>\nTo choose the idea with which you will start creating a product and entering the market, it will be helpful to start with this.<\/p>\n<ul>\n<li><b>Explore innovative business models.<\/b> It sounds obvious, but it's important.<\/li>\n<li><b>Research users.<\/b> This is a must-have; these are the people who will ensure the viability of your service. Or they won't.<\/li>\n<li><b>Immerse yourself in the industry.<\/b> Usually, successful startups are successful because their co-founders worked in industries that are somehow related to the theme of the startup. That is, they have the necessary background and are well immersed in the market.<\/li>\n<\/ul>\n<p>\nOne should also not neglect the importance of research; this is a case where it is better to spend an extra month conducting a series of studies than to save that month in pursuit of early sales.<\/p>\n<p>After we came up with all this, a year passed. A whole year with this idea and I did nothing. And as practice shows, time is a good filter for ideas. If you have an idea, you continue to live as before, then after some time you return to that idea and realize that it is still relevant, and the idea is great \u2014 then it is definitely worth spending time and resources on.<\/p>\n<h2>How to make up your mind<\/h2>\n<p>\nTuk lahko dam svoj primer. Prvo, kar sem storil, je, da sem na\u0161el sobratne du\u0161e. To se zdi o\u010ditno, vendar brez pravih ljudi, ki delijo va\u0161e ideje in si prav tako \u017eelijo uresni\u010diti le-te, bo vse veliko te\u017eje. \u010ce sploh bo delovalo.<\/p>\n<p>V na\u0161i ekipi je za vsebino odgovoren Maksim, \u010dlovek, ki ima lastno umetni\u0161ko zdru\u017eenje Sense. Poleg tega ima koristne izku\u0161nje tudi pri oblikovanju produktov \u2014 v na\u0161em paralelnem projektu je \u0161e lastnik produkta. Imamo IT strokovnjaka, Vadima, s katerim smo se spoznali na jamu za servisno oblikovanje. De facto \u017eivi vsa na\u0161a ekipa v formatu oblikovanja, zato so vsem udele\u017eencem blizu zamisli v njeni trenutni obliki.<\/p>\n<p>Za\u010deli smo zbirati MVP (kam brez njega), in se odlo\u010dili, da to storimo pravilno. Na splo\u0161no, ko si na za\u010detku poti, \u017eeli\u0161 vse narediti \u010dim bolj pravilno, da potem porabi\u0161 \u010das samo za izbolj\u0161ave, ne pa za popravljanje tega, kar si naredil narobe. Oblikovali smo osnovne hipoteze in se podali v testiranje.<\/p>\n<p>Prva hipoteza je bila, da bo Hedonist (eno od portretov na\u0161e ciljne publike) pripravljen pla\u010dati 3.000 rubljev na mesec za uporabo storitve. Od tega smo ra\u010dunali in merili \u2014 predpostavimo, da bomo imeli 7 nakupov v prvih 3 tednih. To pomeni, da lahko nato raziskujemo uporabnike, ugotavljamo razli\u010dne kontekste in podobno. Uporabljali smo najpreprostej\u0161e kanale, kot so ciljne strani in Facebook, samo da ocenimo, ali je to sploh nekomu potrebno ali ne. <\/p>\n<p>Mimogrede, imeli smo kar dober backlog, na\u0161 produktni oblikovalec je izvajal UX\/UI teste, jaz pa sem bil odgovoren za testiranje samega izdelka. Oblikoval se nam je CJM in blueprint storitev. To je eden od korakov, ki jih vsakomur svetujem, da ga izvede \u2014 tako lahko dobro uskladite ekipo. Takoj boste opazili \u0161ibke in mo\u010dne strani, ugotovili, kje lahko pade\u0161, katere stvari ste slabo premislili, in podobno. Blueprint vam pomaga, da prilagodite notranje procese podjetja poti uporabnika.<\/p>\n<h2>Zagon produkta<\/h2>\n<p>\nPo vsem tem smo se odlo\u010dili za zagon. Zlato pravilo produktnega lastnika pravi: '\u010ce si lansiral svoj produkt in te ni sram zanj, potem si zakasnjen.' Zato smo se trudili, da se \u010dim prej za\u017eenemo. Da bi bilo sram, ampak ne preve\u010d.<\/p>\n<p>Sprejeli smo veliko pozitivnih povratnih informacij, in to\u010dno to, kar se obi\u010dajno zgodi \u2014 obrnilo nam je glavo. Hvalili so nas vsi, ki so izvedeli za storitev, celo \u017ee uveljavljeni podjetniki. Pri\u0161la je velika plima delitev, o nas so za\u010deli pisati, in to niso bile pla\u010dane objave, temve\u010d sporo\u010dila, kot so: \"Fantje, ste super, ali lahko pi\u0161emo o vas?\".<\/p>\n<p>To je trajalo tri tedne, nato pa smo pogledali na izid vsega tega.<\/p>\n<p><img decoding=\"async\" alt=\"Zgodba o enem mladostnem storitvi Daida (umetnost po naro\u010dilu)\" src=\"\/wp-content\/uploads\/2019\/04\/580b133dd4e6ba6b6a80fc07116f7fcc.png\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<br \/>\nTo je bilo zelo trezno in nas vrnilo na realna tla. Seveda, ko vsi pravijo, da je storitev odli\u010dna, je to dobro. Ampak, \u010de nih\u010de ni\u010d ne kupuje \u2014 je treba nekaj narediti.<\/p>\n<h2>Napake<\/h2>\n<p>\nMnenja sem, da je bila prva napaka, da smo si zastavili cilje metrike namesto povratnih informacij. To pomeni, da \u010de 7 ljudi kupi naro\u010dnino, bo na\u0161a hipoteza pravilna, in od tega smo \u0161li naprej. Treba je bilo razumeti, kako ravnati v tem trenutku, da bi dodelali samo hipotezo. Tako bi morala delovati storitev. <\/p>\n<p>Druga napaka je povezana s spletno stranjo. Tukaj smo vzeli za reference spletne strani neposrednih konkurentov na podro\u010dju umetnosti. In to niso bile najbolj napredne strani. Odlo\u010dili smo se to popraviti in vzeti za reference najbolj inovativne spletne strani na to temo. To nam je zares pomagalo pove\u010dati konverzijo.<\/p>\n<p>Trudili smo se razumeti, zakaj je pri vsem tem \u0161tevilo prodaj ostalo na okrogli \u0161tevilki (0). Imeli smo malo podatkov in posku\u0161ali testirati vse, kar je mogo\u010de. In oglas na Facebooku, in iskanje povratnih informacij od prijateljev, tudi \u010de niso del ciljne skupine, so bili \u0161e vedno koristni povratni podatki. Klju\u010dna stvar je maksimirati povratne informacije, teh nikoli ni preve\u010d. Ve\u010d povratnih informacij \u2014 ve\u010d novih hipotez za preverjanje \u2014 bolj\u0161a storitev.<\/p>\n<p>Posebna prelomnica je bil zbir informacija s pomo\u010djo blogerjev. Ko smo za\u010deli ogla\u0161evati pri njih, so predlagali, da za nas naredijo \u0161e kaj drugega. Zato smo jih prosili, naj objavijo ankete, da bi vedeli, zakaj so uporabniki obiskali spletno stran, a ni\u010d kupili? In skoraj v vseh povratnih informacijah, ne glede na vire, se je prepoznavala glavna te\u017eava \u2014 malo vsebine. <\/p>\n<p>Zato imejte v mislih, da \u010de imate opravka v okviru svojega projekta z katerokoli vsebino \u2014 je vsebina prvo, na kar je treba paziti. <\/p>\n<h2>Druga iteracija<\/h2>\n<p>\nOsredoto\u010deni na vsebino, smo naredili korak nazaj. Spomnili smo se, da to, kar platformo dela platformo \u2013 je, ko preprosto povezuje\u0161 ciljno publiko. To pomeni, da umetniki preprosto nalagajo svoja dela na spletno stran, uporabniki pa izbirajo, kaj \u017eelijo kupiti. Mi se pravzaprav ne vklju\u010dujemo v ustvarjanje te vsebine. In na\u010delo platforme nam je omogo\u010dilo, da prodajamo, kar imamo, tj. enoto vrednosti (umetni\u0161ko delo).<\/p>\n<p>Po tem smo nekaj stvari lahko optimizirali s pomo\u010djo lean canvas, predvsem kar se ti\u010de nedokon\u010danih vidikov znotraj kanalov. Zdaj smo oblikovali \u0161e ve\u010d hipotez, da potro\u0161nikom omogo\u010dimo, da glasujejo za dela, ki jim je v\u0161e\u010d na spletu, in vse to preverjamo v okviru razvoja strank. Na platformi je delo sedaj popolnoma v rokah uporabnika. Uredili smo tako, da ljudje sami izbirajo, kar jih zanima, kar jim je v\u0161e\u010d, in to zdaj oblikuje njihov vir izku\u0161enj. Hkrati pa se v ta proces sploh ne vme\u0161avamo.<\/p>\n<p>Samo kuriranje kot entiteta se sedaj uporablja predvsem za vhodno moderacijo del \u2013 kurator spremlja prihajajo\u010di tok prijav in sprejema (ali ne sprejema) dolo\u010deno delo na platformo. \u010ce ima dvome, za\u010dnemo test \u2013 objavimo delo na Instagramu in omogo\u010dimo uporabnikom, da glasujejo, ali je to delo potrebno na spletnem mestu ali ne. Zbere 50 v\u0161e\u010dkov \u2013 pride na platformo.<\/p>\n<p>V trenutnem prototipu testiramo \u0161e nekaj tem. Ko zberemo dovolj del za analizo, lahko s pomo\u010djo Googlovih tehnologij uporabnikom priporo\u010damo tudi druga dela, ki bi jim lahko bila v\u0161e\u010d in se najbolje ujemajo z njihovim izborom.<\/p>\n<h2>Ne le online<\/h2>\n<p>\nStoritev tak\u0161ne vrste je tudi offline interakcija z uporabnikom. Ta izku\u0161nja je za nas ni\u010d manj pomembna kot oblikovanje vmesnikov in ostalo. Tukaj <noindex><a rel=\"nofollow\" href=\"https:\/\/youtu.be\/LUedDp5LWPw?t=5457\">kako<\/a><\/noindex> dostavljamo dela na\u0161im strankam.<\/p>\n<p>Zakaj to govorim? Pomembno je razumeti, kje se va\u0161 izdelek za\u010dne in kje kon\u010da. Oblikovalci se danes pogosto osredoto\u010dajo le na digitalni svet, pri tem pa ignorirajo uporabni\u0161ko izku\u0161njo v fizi\u010dnem prostoru. Po mojem mnenju je to slaba praksa. Zato bi rad pozval oblikovalce, da raz\u0161irijo meje, ko oblikujejo poslovne modele platform in digitalno izku\u0161njo. Videli boste, kako se bo va\u0161e dojemanje izdelka spremenilo. <\/p>\n<p>In \u0161e videli boste zadovoljnih uporabnikov.<\/p>\n<h2>Kaj se dogaja trenutno:<\/h2>\n<p><\/p>\n<ul>\n<li>Razvili smo <noindex><a rel=\"nofollow\" href=\"http:\/\/daida.me\/pricing\">cenik<\/a><\/noindex>, kjer je mese\u010dna naro\u010dnina 990 RUB, 3 mesece \u2013 2490, in 6 mesecev \u2013 4900 RUB.<\/li>\n<li>V okviru custdeva smo spoznali, da je na\u0161a storitev zelo relevantna za tiste, ki so se nedavno preselili na novo mesto ali obnovili svoje prostore.<\/li>\n<li>Za\u010deli smo z delom v pisarni\u0161kih prostorih.<\/li>\n<li>Dodali smo vsebino in <noindex><a rel=\"nofollow\" href=\"http:\/\/daida.me\/works\">ustvarili filtre<\/a><\/noindex> v katalogu, da bi uporabnikom poenostavili postopek iskanja.<\/li>\n<\/ul>\n<p>\nHvala!<br \/>\n<br \/>Izvor: <a content=\"nofollow\" rel=\"nofollow\" href=\"https:\/\/habr.com\/ru\/company\/qiwi\/blog\/449240\/\">habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>\u041f\u0440\u0438\u0432\u0435\u0442! \u041c\u044b \u043d\u0430\u0447\u0438\u043d\u0430\u0435\u043c \u043f\u0443\u0431\u043b\u0438\u043a\u0430\u0446\u0438\u044e \u0434\u043e\u043a\u043b\u0430\u0434\u043e\u0432 \u0441 QIWI \u041a\u0443\u0445\u043d\u0438, \u0438 \u043f\u0435\u0440\u0432\u044b\u043c \u0431\u0443\u0434\u0435\u0442 \u0434\u043e\u043a\u043b\u0430\u0434 \u0410\u0431\u0441\u0430\u043c\u0430\u0442\u0430 \u043f\u0440\u043e \u0435\u0433\u043e \u0441\u0435\u0440\u0432\u0438\u0441 \u0438\u0441\u043a\u0443\u0441\u0441\u0442\u0432\u0430 \u043f\u043e \u043f\u043e\u0434\u043f\u0438\u0441\u043a\u0435. \u0421\u043b\u043e\u0432\u043e \u0441\u043f\u0438\u043a\u0435\u0440\u0443. \u041c\u0435\u043d\u044f \u0437\u043e\u0432\u0443\u0442 \u0410\u0431\u0441\u0430\u043c\u0430\u0442, \u044f \u043f\u0430\u0440\u0442\u043d\u0435\u0440 \u0441\u0435\u0440\u0432\u0438\u0441-\u0434\u0438\u0437\u0430\u0439\u043d \u0430\u0433\u0435\u043d\u0442\u0441\u0442\u0432\u0430 Useful, \u0430 \u0435\u0449\u0435 \u044f \u043f\u0430\u0440\u0430\u043b\u043b\u0435\u043b\u044c\u043d\u043e \u0434\u0435\u043b\u0430\u044e \u0441\u0435\u0440\u0432\u0438\u0441 DaiDa, \u043a\u043e\u0442\u043e\u0440\u044b\u0439 \u043f\u043e\u0437\u0432\u043e\u043b\u044f\u0435\u0442 \u043b\u044e\u0434\u044f\u043c \u0431\u0440\u0430\u0442\u044c \u0432 \u0430\u0440\u0435\u043d\u0434\u0443 \u043f\u0440\u0435\u0434\u043c\u0435\u0442\u044b \u0438\u0441\u043a\u0443\u0441\u0441\u0442\u0432\u0430, \u0430 \u0438\u043c\u0435\u043d\u043d\u043e \u2014 \u043a\u0430\u0440\u0442\u0438\u043d\u044b \u0440\u0430\u0437\u043d\u044b\u0445 \u0445\u0443\u0434\u043e\u0436\u043d\u0438\u043a\u043e\u0432. \u0412 \u044d\u0442\u043e\u043c \u043f\u043e\u0441\u0442\u0435 \u044f \u043f\u043e\u0434\u0435\u043b\u044e\u0441\u044c [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":1,"featured_media":24114,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[702],"tags":[],"class_list":["post-32297","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.4 - aioseo.com -->\n\t<meta name=\"description\" content=\"\u041f\u0440\u0438\u0432\u0435\u0442! 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