Product managers must control the entire process, especially hardware product managers, and they must also understand the supply chain and sales maintenance system.
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The most important thing is demand analysis [this part is transferred]
Author: Chen Yibin
link: https: //www.zhihu.com/question/20407032/answer/119861996
Source: know almost
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Mr. Su Jie mentioned the "Y Theory" in "Everyone is a Product Manager" and visualized the process of demand analysis as "Y".
Regardless of the process of tracing from "2-product demand" to "4-Maslow demand", the process of "demand analysis" is actually going through "1 user demand -> 2 product demand -> 3 product in the figure. Features". 1–>2, by asking "Why", gradually summarize; 2–>3, by asking "How", step by step deduction.
This article is based on an enterprise-level IM product, starting from the demand scenario related to the message prompt, summarizing and deducing according to the "Y theory", and proposing a product function plan.
1. Scenarios and user needs
Scenario 1:
The user receives a message on the mobile client, and has no time to process the message after reading it, and is sure to be free at some time in the future . TA is worried that he will forget to process the message when he is free .
Scene two:
The user receives a message on the mobile phone client, and after reading it, he finds that the processing of the message requires the help of a computer. Currently, the user is not in front of the computer. TA is worried that he will forget to process the message when returning to the computer .
Scene three:
The user receives a message on the mobile client, and has no time to process the message after reading it, but he is not sure when he will be free . The TA is worried that he will forget to process the message when he is free .
2. Product requirements
In scenario one:
- Why do users worry about forgetting to process this message when they are free? (Why)
- Because the TA may not remember to process the message when it is free.
Therefore, the user actually hopes that when the TA is available (determined to be available at some time in the future), our IM product can help the TA remember an important but not urgent message, so that the TA will not forget to deal with it. This is the product demand.
In scene two:
- Why do users worry about forgetting to process this message when they return to the computer? (Why)
- Because TA may not remember to process the message when he returns to the computer.
Therefore, the user actually hopes that when the TA returns to the computer, our IM product can help the TA remember an important but not urgent message, so that the TA will not forget to deal with it. This is the product requirement.
In scene three:
- Why do users worry about forgetting to process this message when they are free? (Why)
- Because the TA may not remember to process the message when it is free.
Therefore, the user actually hopes that when the TA is available (it is uncertain when it is available), our IM product can help the TA remember an important but not urgent message, so that the TA will not forget to deal with it. This is the product demand.
3. Product features
Product solutions for scenario 1:
- How to help users remember to deal with this message when they are free? (How)
- When the user is free, that is, at a certain time in the future, remind the user.
How to remind users at a certain time in the future? (How)
Product scheme 1: Provide the function of "message reminder" in the operation list that pops up when the user long presses the message
In the "message timing reminder", you can provide the options of "remind later", "tomorrow reminder" and "select time reminder" to meet the different needs of users for reminding time.
When the time set by the user is up, the user can be reminded by push or the system alarm clock. If it is the push mode, after the user clicks push to enter the conversation window, they should be able to directly reach the specific message for setting reminders.
Product solution 2: Connect the message with the existing schedule function of the product, and provide the option of "transfer to schedule" in the operation list that pops up when the user long presses the message
After the user selects "Transfer Schedule", the "New Schedule" page is automatically entered, and the message is automatically filled in as the schedule content, and the user himself is automatically added as a participant of the schedule. The user only needs to set the time when the message is planned to be processed as the start time of the schedule, and then click "Submit" to initiate the schedule.
With the help of the reminder mechanism of the schedule, the user can receive the reminder and process the message at the time when the message is planned to be processed.
Scheme comparison:
The first plan satisfies the user's needs by developing new functions, and the second plan is to use the existing schedule function to meet the user's needs. Both schemes can meet the needs of users, but the implementation cost of scheme two is lower.
Product solutions for scenario two:
How to help the user remember to deal with this message when returning to the computer? (How)
When the user returns to the computer, remind the user.
How to remind users when they return to the computer? (How)
Product solution 1: Provide the function of "remind again on PC" in the operation list popped up by the user's long-press message
After the user selects "Remind again on PC" and returns to the PC, the conversation window containing the message marked "Remind again on PC" is unread. In addition, when the user clicks and opens the conversation window, the conversation automatically rolls back to the specific message marked "PC end remind again", and the message is highlighted, so as to achieve the purpose of reminding the user and locating the specific message.
Product Solution 2: Based on the existing message forwarding function of the product, a quick entry of "forward to my computer" is provided in the operation list that pops up by long pressing the message
After the user selects "Forward to my computer" and returns to the PC, the forwarded message will be treated as a new message on the PC, and there will be an unread prompt, and the user can click to view it. Since there are not many messages forwarded to my computer, there is no problem of difficult message location.
Scheme comparison:
The first solution meets user needs by developing new functions, while the second solution meets user needs by improving the existing message forwarding function. Both schemes can meet the needs of users, but the implementation cost of scheme two is lower.
Product solutions for scenario three:
How to help users remember to deal with this message when they are free? (How)
When the user is free, remind the user.
But users are not sure when they are free, so how can they remind them at the right time? (How)
IM mobile client is a tool that is frequently used in work, and users will check it from time to time. If the conversation where the message is displayed is unread when the user views it, he will notice it every time the TA opens the app, until the TA clicks to open the conversation again when he is free and processes the message. (This approach is similar to the unread function of emails, which is widely used in e-mail.)
Product solution: Provide the "mark unread" function in the operation list popped up by the user long-pressing the message
After the user "marks the message as unread", the conversation in which the message is located will become unread, and there will be an unread red dot on the message page, which will attract the TA's attention every time the user opens the main page of the message.
When the user clicks to enter the conversation again, the conversation automatically rolls back to the "marked unread" specific message, and the message is highlighted, so the user can know the specific message that has not been processed.
Four, summary:
Although the user’s dilemma in the above scenarios is obvious, the product’s functional solutions are relatively easy to obtain, and the thinking levels of why and how are relatively shallow, it is not difficult to see through these examples: the transition from user needs to product needs, and then to the proposal of solutions. , It needs to go through the process of asking why first and then how, instead of "what the user needs to do what function".
This article is transferred from the Everyone is a product manager community: How to conduct demand analysis: Starting from the demand scenario related to the message prompt
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