As product managers, we need to truly understand product thinking , the core of which is to look at the essence through phenomena. From the macro to the micro of things, we peel off the cocoons layer by layer to discover the source. If we cannot see the essence through the phenomenon, then we often cannot deeply understand and analyze the problems in our daily work, which often leads to problems such as superficial demand analysis and incomplete product construction, which bring great hidden dangers to the project.
Generally speaking, an excellent product manager is able to peel off the cocoons and dig out the essence of things layer by layer. The necessary product thinking mainly has six presentation forms, namely: traffic thinking, user thinking, data thinking, iterative thinking, value thinking, and service thinking.
1. Traffic thinking
Any product is inseparable from traffic, and the essence of traffic thinking is to empower products to create value through the acquisition and management of traffic. Therefore, it is necessary to take the initiative to acquire and manage traffic. The general traffic thinking is divided into: new acquisition, promotion, transformation, repurchase and other links.
Pulling newcomers : It is necessary to be clear about the target audience of the product, and to obtain traffic in a targeted manner, rather than spreading the net. For example, Lamborghini's 8 yuan coupon, even if I get this coupon, I will not use it, because I am not the target group of Lamborghini.
Promoting activity : The traffic is not infinite. For the power we have obtained, we need to keep it active as much as possible to create value. Such as sign-in mechanism, etc.
Transformation : Whether it is early-stage new acquisition or activation promotion, our ultimate goal is to transform and monetize. Take games as an example, the longer we spend in the game, the more we rely on it, and we are willing to pay for the game for a higher experience.
Repurchase : It is not our ultimate goal for users to create value only once. We hope that users can create long-term sustainable value output. In order to achieve this goal, we need to return to the user itself. Only when our products can meet the needs of users in a sustainable manner, can users have sustainable value.
2. User thinking
User thinking is the cornerstone of product thinking. Its core is user-centered, thinking about every link in the product value chain, and providing users with personalized and humanized services.
For example, Haidilao is a typical product embodiment of user thinking. It starts from the user's perspective and fully embodies user services. If you go to Haidilao alone, you will be provided with dolls to accompany you; if you take your children to Haidilao, there will be a special person to provide child care services.
Haidilao's service is deeply rooted in the hearts of the people, which is one of the core reasons for Haidilao's success. Of course, user thinking does not mean that the product should be implemented completely according to the user's hospital, but that the trade-off between the user and the business needs to be done well.
3. Data thinking
The core of data thinking is to monitor products from an objective, rational, and quantifiable perspective. Using data to drive operations and products, the purpose of data thinking is to assist decision-making.
For example, in the United States, baby diapers are usually sold together with beer, and this decision has greatly increased the sales of both products. This decision is actually based on the supermarket’s data analysis of the purchasers and found that 90% of the purchasers of diapers and beer overlap, so it adjusted its sales strategy based on the data, thereby increasing the overall sales.
In business applications, it is necessary to establish a strict data chain, conduct structured and process-based disassembly of business indicators, conduct multi-dimensional comparisons based on business indicator data, and analyze data to draw objective conclusions in real time and empower product.
We can use the project management platform to monitor project data in real time. For example, CoCode develops a cloud project management platform, assigns requirements to iterations/tasks, grasps relevant data such as development progress in real time through burndown charts/Gantt charts, and performs closed-loop control throughout the process.
We need to understand and record the progress of the project in real time, and check and analyze the project node data. If the schedule of a certain project node is advanced or delayed, it is necessary to analyze the reasons for it, and according to the actual situation, timely formulate remedial and adjustment measures, and calculate the adjusted time parameters, key routes and construction period to ensure the project objectives Smooth implementation, and continuously improve the planning, project management, progress control level.
4. Iterative thinking
Iteration refers to starting from a minimum core, through the continuous superposition of actions and small choices one after another, to achieve or infinitely approach the goal and result. For a product, a successful product is not just how much traffic it gets in the early stage and how much resources are invested, but requires strong systematic support behind the product and the ability to continuously iterate.
For example, WeChat 1.0 is more of a tool for sending information between acquaintances; while WeChat 2.0 has launched functions such as shake, nearby strangers, etc., expanding from acquaintance social interaction to stranger social interaction; WeChat 3.0 has launched a service account and scan function , gradually linking with life scenes; while WeChat 4.0 launched Moments, completed the transformation from social tools to social platforms, and later launched functions such as small program service accounts.
Every product iteration is a polishing of the product, which provides us with more choices and less trial and error costs.
5. Value thinking
The essence of value thinking is choice. By evaluating a series of evaluation criteria for things, we can make a value-maximizing choice, that is, how much do I need to invest in doing this thing, what is the specific execution action, and what is the result that can be brought about.
The product itself is designed with multiple values. When performing product-related actions, we need to consider the value brought by this action, such as product value, user value, commercial value, etc., for comprehensive consideration and evaluation.
For example, Wechat reported to the Wechat team that we hope to cancel the function of whether the user can view the person's circle of friends. This suggestion is beneficial to wechat merchants, increasing their advertising coverage.
(1) From the perspective of user value , this will reduce the sense of user experience, and its decision-making value is not great.
(2) From the perspective of product value , the positioning of Moments is based on content sharing based on social relationships. If this decision is made, the Moments may be swiped by advertisements, and the positioning will change from content to advertisements, and this change will be negative.
(3) From the perspective of commercial value , micro-adjustment of WeChat functions, on the premise of not harming ordinary users as much as possible, to meet the demands of WeChat business users and further improve the commercial value of the product. For example, you can customize this function for the micro-business group, pay monthly, or charge for this type of circle of friends.
6. Service and trade-off thinking
The product itself is the embodiment of the service, whether it meets the needs of users, the needs of the market, and the positioning of the product... In fact, every iteration of a product is a process of weighing.
Take Douyin as an example. It serves ordinary users, video creators, the entire platform matrix of Douyin, merchants, markets, byte companies, businesses, etc.
At present, CoCode has released a series of AI development tools: Co-Project intelligent project management tool (requirement itemization, automatic generation of test cases), demand analysis tool, review analysis tool, and story point estimation tool. Among them, the Co-Project project management platform has released 4 major versions, free trial for 30 days; and released a series of CMMI efficient implementation tools to achieve full coverage of the CMMI standard process and fully support the implementation of CMMI3-5 levels.