项目背景 / Project Background

随着公司数字化智能硬件业务线扩张，物联网屏（HMI）作为核心交互硬件，面临产品竞争力不清晰、用户体验断点多、运营效率低等问题：

  • 内部：销售、售后、研发对产品价值认知不一致，缺乏统一的用户洞察与优化方向；

  • 外部：竞品（如繁易、MCGS）在易用性、稳定性、价格上形成直接竞争，用户选择我们的核心动因模糊；

  • 体验：从售前咨询→安装调试→售后运维全链路存在流程冗余、信息不对称、故障响应慢等痛点，影响客户留存与复购。

我作为项目核心负责人，主导完成全角色调研、数据洞察分析、体验流程重构与优化策略落地，为物联网屏产品的市场竞争力提升与规模化运营提供决策支撑。

English

With the expansion of the company’s digital smart hardware business line, the IoT HMI (Human-Machine Interface) as a core interactive hardware faced issues including unclear product competitiveness, fragmented user experience, and low operational efficiency:

  • Internal: Sales, after-sales, and R&D teams held inconsistent perceptions of product value, lacking unified user insights and optimization directions;

  • External: Competitors (e.g., FanYi, MCGS) formed direct competition in usability, stability, and pricing, making the core drivers for users to choose our products ambiguous;

  • Experience: End-to-end pain points existed from pre-sales consultation → installation & commissioning → after-sales O&M, such as redundant processes, information asymmetry, and slow fault response, which affected customer retention and repurchase.

As the core project lead, I led full-stakeholder research, data insight analysis, experience process reengineering, and optimization strategy implementation, providing decision support for improving the market competitiveness and large-scale operation of the IoT HMI product.

项目目标 / Project Objectives

  1. 明确物联网屏在用户认知、竞品对比、场景价值上的核心定位；

  2. 梳理从售前到售后的全链路客户体验旅程，定位关键断点与效率瓶颈；

  3. 输出可落地的产品优化、运营提升、体验改进策略，支撑市场份额与客户满意度提升。

English

  1. Clarify the core positioning of the IoT HMI in user perception, competitive comparison, and scenario value;

  2. Map the end-to-end customer experience journey from pre-sales to after-sales, identifying key breakpoints and efficiency bottlenecks;

  3. Deliver actionable strategies for product optimization, operational improvement, and experience enhancement to support market share and customer satisfaction growth.

研究方法与执行 / Research Methodology & Execution

我采用定性 + 定量结合的全角色调研方法，覆盖内部与外部核心 stakeholder：

  1. 定量调研：设计结构化问卷，回收 16 份有效样本（内部 8 人 + 外部 8 人），覆盖销售、售后、研发、客户等角色，统计认知、使用、满意度数据；

  2. 定性访谈：对核心岗位人员进行深度访谈，挖掘真实痛点与诉求；

  3. 竞品分析：对标繁易、MCGS 等主流竞品，从性能、易用性、价格、服务等维度做雷达图对比；

  4. 体验旅程梳理：绘制售前、售中、售后全链路客户体验蓝图，标注触点、痛点与机会点。

English

I adopted a qualitative + quantitative full-stakeholder research method, covering internal and external core stakeholders:

  1. Quantitative research: Designed structured questionnaires and collected 16 valid samples (8 internal + 8 external), covering roles such as sales, after-sales, R&D, and customers, to collect data on perception, usage, and satisfaction;

  2. Qualitative interviews: Conducted in-depth interviews with key personnel to explore real pain points and demands;

  3. Competitive analysis: Benchmarked against mainstream competitors like FanYi and MCGS, conducting radar chart comparisons across dimensions such as performance, usability, price, and service;

  4. Experience journey mapping: Drew end-to-end customer experience blueprints for pre-sales, in-sales, and after-sales, marking touchpoints, pain points, and opportunity points.

核心洞察与发现 / Key Insights & Findings

  1. 用户认知与选择动因：

    • 与汇川 PLC、伺服、电机等产品配套使用是客户选择我们物联网屏的核心原因；

    • 易用性差、功能不齐备、价格偏高是用户不选择我们的主要原因；

    • 客户最关注稳定性、易用性、价格，其次是性能与服务。

  2. 竞品对比：

    • 繁易在易用性、价格上优势明显；MCGS 在性能与兼容性上更强；

    • 我们的优势在于与汇川自动化产品的协同性、品牌信任度，但在易用性、功能完整性上存在短板。

  3. 体验与运营痛点：

    • 售前：信息传递不清晰，产品亮点未有效传递给客户；

    • 售中：安装调试流程复杂，培训不足导致用户上手慢；

    • 售后：故障排查依赖 Excel 手册，信息查找慢、阅读率低、更新混乱，导致 ITR 二环处理效率低、用户自助解决能力差。

English

  1. User perception & selection drivers:

    • Compatibility with Inovance PLC, servo, and motor products is the core reason for customers to choose our IoT HMI;

    • Poor usability, incomplete functions, and high price are the main reasons why users do not choose us;

    • Customers care most about stability, usability, and price, followed by performance and service.

  2. Competitive comparison:

    • FanYi has obvious advantages in usability and price; MCGS is stronger in performance and compatibility;

    • Our advantages lie in synergy with Inovance automation products and brand trust, but we have shortcomings in usability and functional completeness.

  3. Experience & operational pain points:

    • Pre-sales: Unclear information transmission, product highlights not effectively delivered to customers;

    • In-sales: Complex installation & commissioning process, insufficient training leading to slow user onboarding;

    • After-sales: The troubleshooting relied on Excel manuals with low search efficiency, low usage rate, and chaotic updates, resulting in low ITR processing efficiency and poor user self-service capability.

解决方案与优化策略 / Solutions & Optimization Strategies

基于洞察，我输出了产品、运营、体验三位一体的优化策略：

产品层面：

  • 强化与汇川自动化产品的配套协同优势，突出 “一站式解决方案” 卖点；

  • 优先优化易用性（界面交互、操作流程）、功能完整性，补齐与竞品的差距；

  • 调整价格策略，推出更具性价比的版本，覆盖中小客户市场。

运营层面：

  • 统一内部认知，输出标准化产品价值话术与培训材料，赋能销售与售后团队；

  • 搭建售后知识库与自助排障工具，提升故障解决效率，降低服务成本；

  • 完成 Excel→飞书知识库迁移，搭建故障自检工具、场景化导航与搜索体系；

  • 建立月度数据运营机制，监控访问量、搜索词、满意度，持续迭代内容。

  • 建立客户反馈闭环机制，快速迭代产品与服务。

体验层面：

  • 重构售前→售中→售后全链路体验流程，简化安装调试步骤；

  • 优化产品界面与交互设计，降低用户学习成本；

  • 提升售后响应速度，明确故障处理时效与进度可视化。

English

Based on insights, I delivered a three-in-one optimization strategy covering product, operation, and experience:

Product level:

  • Strengthen the compatibility synergy advantage with Inovance automation products, highlighting the "one-stop solution" selling point;

  • Prioritize optimizing usability (interface interaction, operation flow) and functional completeness to bridge the gap with competitors;

  • Adjust pricing strategy, launch more cost-effective versions to cover the SME customer market.

Operational level:

  • Unify internal perception, deliver standardized product value scripts and training materials to empower sales and after-sales teams;

  • Build an after-sales knowledge base and self-service troubleshooting tool to improve fault resolution efficiency and reduce service costs;

  • Completed the migration from Excel manuals to the Feishu Knowledge Base, and built a fault self-check tool, scenario-based navigation, and search system.

  • Established a monthly data operation mechanism to monitor page views, search keywords, and user satisfaction for continuous content iteration.

  • Establish a customer feedback closed-loop mechanism for rapid iteration of products and services.

Experience level:

  • Reconstruct the end-to-end experience process from pre-sales → in-sales → after-sales, simplifying installation & commissioning steps;

  • Optimize product interface and interaction design to reduce user learning costs;

  • Improve after-sales response speed, clarify fault handling timeliness and progress visualization.

项目成果与价值 / Project Outcomes & Value

  1. 决策支撑：输出完整的《物联网屏产品运营调研报告》《物联网屏体验运营管理规划》《ITR单二环提升策略》《资料体系规划》为产品研发、市场销售、售后团队提供策略支持与数据依据；

  2. 认知统一：内部销售、售后、研发团队对产品价值与优化方向达成共识，完成立项推进跨部门执行、提升跨部门协作效率；

  3. 体验提升：梳理出全链路体验断点与改进机会，为后续客户旅程优化奠定基础；

  4. 商业潜力：明确了与竞品的差异化优势，为提升市场份额、客户满意度与复购率指明了路径。

  5. 知识查找效率：平均查找时长从 8 分钟 → ≤2 分钟；手册使用率：从 40% → ≥75%；ITR 二环工单处理量下降 30%，用户自助解决率显著提升

English

  1. Decision support: Delivered a complete IoT HMI Product Operation Research Report, providing data basis for product roadmap, market strategy, and experience optimization;

  2. Perception unification: Aligned internal sales, after-sales, and R&D teams on product value and optimization directions, improving cross-department collaboration efficiency;

  3. Experience improvement: Identified end-to-end experience breakpoints and improvement opportunities, laying the foundation for subsequent customer journey optimization;

  4. Commercial potential: Clarified differentiated advantages over competitors, pointing the way to improve market share, customer satisfaction, and repurchase rate.

  5. Search efficiency: Average search time reduced from 8 mins to ≤2 mins；Usage rate: Manual usage increased from 40% to ≥75%；ITR volume decreased by 30%, user self-resolution rate improved significantly