The first part of empathy: human desire that is heaven - read emotions, to find talent
A, professional judgment and observation
1. The sense of presence is the switch trigger emotions and actions. In order to strengthen the sense of presence , people will go to expand the circle of competence, to meet once a sense of presence, the ability to continue to expand the circle will not
2. People in different resources to promote, will go to different places, but also see the switch trigger emotions and promote action, to see the internal driving force for sustainable change
Second, read the user's underlying mood
1. rational calls take time and think, drive a person's mood may be just a moment. Users often experience can not say exactly, can only show emotions
Do product, the product is established by the service user relationship, whether that is the nature of users are met by your service - what is a good product?
2. "pleasure" (is satisfied) + "cool" (stretched for a long time suddenly needs are met) = certainty meet (addiction)
3. make people pleasing to cool or to help people resist the fear of product, namely the fear of the pain points users to spend money is power. Help protect users against fear, allowing users to feel joy
Third, follow the user's subconscious
1. A product needs to meet the user subconscious choice, will make people think and worry about the next generation of alert, can not let the user think
2. A good communicator, good at breaking down defenses, to convince users; but a good product manager, the user will not trigger defensive awareness. Creativity is an extension of "self".
Fourth, recognize the role of nature to survive
1. Zhang Xiaolong "good user experience, the goal is to achieve a natural." Nature - "to the role of"
2. "individual" design products, take each other as people live, put aside stereotypes imagine, do not assume that he "should" in which role.
V. Summary
First, professional perspective on people and products to make judgments, to think at what level efforts.
Then, back to the heart, to see their talent, see the user's emotions, to understand their subconscious and collective personality, do not trigger defensive awareness.
This is our starting point for doing a product.
Personal sentiment: to fully analyze the target user before doing ① product, know their pain points that is where the fear, know how to help them overcome fear, to achieve "cool." After the first so that users satisfied, so that they continue to be met, continuing to maintain a sense of pleasure, is the key to user stickiness. ② To make a good product, you need to let users in without thinking, without the use of personal limitations is positioned so that an easy product to become his habit .
The second part of the opportunity to judge: help of trend momentum, not responsible for others - from a "point" to see a "body"
A strategic point line selection member
1. From a product point set out to do, which is attached to the surface at this point? How to face this unfold? Surface on which the economy? The economy is in the rise or sink? Select can do, we can stably provide the vision to put that point on the line, face, economy
Second, product opportunities: find the pain points, itching point, Shuang
1. pain point: people fear
2. Shuang point: demand is instant gratification
3. itch point: the virtual self, such as red net economy: allow users to become their own ideal
3. In order to draw the user "User-portrait" - user tags and model in accordance with certain motives and behavior, abstracted
1. Demand clear type (Baidu), the demand is not clear type (Taobao), no time needs to pass the type (Tencent)
2. seed users, KOL, profit contributor
Two portraits complement each other, he wants to serve in a 2, 1 according to three different requirements to design products. That first determine what the user is in their own position, and then determine whether the user's needs clear
IV Summary
1. In the interconnection of all things in the future, full screen, full entry-Fi. But the entrance is not a scene, only to trigger the mood of the scene is the real user traffic entrance.
2. make a product, to make judgments on these opportunities
Personal sentiment: ① before making a decision must not only to look at the focus point that he can control, to be placed at the point where this environment, we must learn to seize the environmental advantages of a good ② to determine the status of the target user and to the extent expressly ③ demand is more important than the product allows users to create a scene willing to spend, so that the user entered the scene wanted to consumption
The third part of the system the ability to: continue to provide dependable deterministic - components of the system, and dependency determination manufacture
First, the overall process and certainty
ATM machine in order to provide a complete system capabilities required seven post: strategic, operational, cash, passwords, hardware, customer service, technology. If you put too much enthusiasm it should be spent on what shape such as an ATM machine, red or blue, give it one more beautiful thing ...... these overall business efficiency and results did what effect.
Second, millet efficiency revolution
Third, the micro-channel iteration of deliberate and surprises
1. iteration planning is an important capability, product manager: ① the first version to be simple and direct, Zhizhirenxin; ② iteration order is important, action is back in front of foreshadowing; ③ no need to hold back the big move, an additional function is not so important
Fourth, the leadership : leading the team through the life and death
1. can support you, are you screening for mission-critical, confirming a sense of heart , and your real brothers.
Personal summary: ① to grasp the product to meet the needs of the core elements needed to solve the core competencies and then to focus on the presentation layer ② ③ productive efficiency is the first iteration of the product are some tips, first lay a solid foundation function (system capacity) , go to optimize the experience. The order in which the iterative optimization is to pave the way for the latter to give the former ④ product manager must know how to make the right choice, that clear objectives
The fourth part of the user experience - to make products with efficiency, evolve
First, the user experience level
1. presence - strategic level : What are things to do? What kind of certainty?
2. Perception - Presentation Layer
Second, the user experience drawn map
1. A user study, it is not collecting data, use data to prove right or wrong, but rather to establish a representative story
2. The user experience is a map by drawing a map, with storytelling, from the perspective of a particular user, recorded his contact with the product, enter and complete the process of interaction.
User perspective to think about: Can you step by step to achieve the goal, the process is difficult or easy? In order to confirm the presence of the value of the product.
Third, the core elements of the Service Blueprint: peak and final value
1. First, to protect the user's patience does not push the bottom line, and then focus on resources, build experience peak , create a better future value
Fourth, addiction mechanisms: user incentive system
1. Establish incentives, that is, upon completion of a predetermined action, to meet him; and let him clear, complete the scheduled action can be met. It is important to find a man driven by internal factors, intrinsic motivation is to let people be able to find the feeling, continue in-depth, the way to get things done bit.
2. a good incentive system also strive to reduce the user threshold . Incentives and other things that do not match the capabilities, motivation is invalid.
Fifth, from the good name, reputation established products
1. customer satisfaction is your own duties, only the super expected to overdo things, users will have a deep impression.
2. The word of mouth is that you put those things done first, and then will say when word of mouth others. Word of mouth is that you say he was asked consumers to say, then let him say it.
Personal summary: ① user experience is a process from the core to the surface, the first and only product to solve the core pain points users to talk about a good user experience. Otherwise, if the core is easy to deviation and wrong, no matter how good the performance of significance is not large layer ② in determining demand first "story" that the idea to use the product user scene when the function / and confirm what in this scene products / features to meet the needs of users ③ the needs of users at the strategic level, the scope of layer, layer structure, framework layer, presentation layer difficult to meet the full range, after satisfying basic needs (ie strategic level to address the needs) to be able to focus brings to the user the ultimate experience and the experience of the last ④ incentive that is to let the user know, afterwards he will finish within a range of capabilities to be met (such as forwarding amount stepped increments, to obtain product coupons) ⑤ a name when the " user when there is this demand would first think of what the name " ⑥ to think about a product in order to have a good reputation, it is necessary to do the core focal point, more than expected by the user, and allow users to understand how to achieve more than what target, the user will take the initiative to help you promote (such as the user set the hotel and ticket Ctrip, Ctrip travel Guide provides customized services and pick-up service, User expectations get too satisfied. Then word of mouth becomes "Ctrip tourism can provide one-stop service")
The fifth innovation model - to find innovative model, discovered the New World
1. Baidu Post Bar, Baidu's founder, said Yu Jun, a product manager to create user value as a tool to break the old balance of interests, the establishment of new own beneficial interests of the chain, the process of establishing a new equilibrium.
2. The same level of competition in the general volume of dominance, innovation is the only way out of small businesses. (Applied to the social product, in the micro-channel bigger market environment, how to make the new social and competitive products, the need is innovative to meet the unmet needs of users)
First, with cross-view, cross-border innovation
1. We need some ability factors, which may have been produced and matured, but it is another to be used with a particular area, you need to capture the moment of inspiration. (Available from other areas of resources and inspiration to apply to their field, is an innovation)
Second, new elements and new species
1. The introduction of new elements from other industries, such as hotel supplies hotel sales
Third, the three-stage rocket: Internet dimensionality reduction strike
1. The three-stage rocket is a common concept Internet circle: a first stage, obtaining a head flow; second stage, the precipitate certain business scenarios users; third stage, completing a commercial loop.
2. Fun several elements of the three-stage rocket -
First, we must first stage rocket high frequency, only in order to promote high-frequency low-frequency ;
Second, after a large number of users to get through the first stage rocket, to quickly expand a capable of precipitating user's business scene , which is the shared challenges facing the bicycle business; (how to share cycling offer new paid services in addition to cycling, that user You can continue to pay for the service on what platform?)
[Let me give an example millet (although it does not look successful), you know millet millet phone is the first product, Leijun Li made with millet millet home phone, but the phone is ultra-low frequency products, the average replacement frequency of approximately 24 months, but the life of consumables is a high frequency, so to create a smart eco-life experience of this scene, but also the ecological chain product usage scenarios, specifically: you can open the millet phone on the way home from work, remote control air conditioning, open water heaters, and other indoor lighting such scenes of life.
Millet is the phone for margin products, ecological chain of products, though gross margin is not high, but the amount of walking. The scenes of life that the customer is not a whole do not want to move back home, and this change lifestyle to provide customers a ~ ~ ~]
Third, Trader three-stage rocket man, must be a potential energy accumulated to a certain degree of ruthless people.
Fourth, subversive innovation: the success of Value Network
1. Nokia phone is the definition of communication products, iPhone mobile phone is the definition of the Internet phone, a mobile Internet terminal. It looks the same products, but represent two completely different value network.
Personal summary: ① small businesses / To Win in product innovation must be carried out to meet the unmet needs of users, or to better meet the needs of users ② innovation is not necessarily a new element in the world, can also draw on other existing mature elements, innovative application of industry to the industry to meet the industry-oriented user ③ focus on cooperation between the cross-industry, to find business opportunities. Such as online and offline play ④ combination of "high-frequency users - usage scenario - commercial content" is essential to the commercialization of the road ⑤ To create a new field, has become a leader, you must have a grasp of emerging value network, practice new concepts, dominate the market in the traditional enterprise did not notice
Part VI Conclusion
1. Product players must have both micro and somatosensory routine; but in order to become top players, you must also have macro capabilities.
2. Make your own real can do, do you have the heart to determine the sense of things, life is greater than the logic business logic.