The article together where we learn the contents of the second chapter, then we take a comb
The third chapter :( user needs - Start zero) and Chapter IV :( product definition - products accent)
Chapter III user needs: Start zero
1, into the industry in order to better understand what we call demand
Understand the industry, in order to avoid the inertia of thinking
such as: the same is the electricity supplier and merchants settled takeaway two industries, if the transaction risk control algorithm to set the same buyers will not buy the same store of continuous same clothes several days under normal circumstances but the same spot for several days buyers with a takeaway. Thus repeating the continuous trading as a risk "scalping" prompt, may, might not work in takeaway platform in electronic business platform, which is the need to consider the situation after the different industries we will find;Understand the industry, they are not confined to the details while ignoring the global
product manager unaware of their industry, it is easy entangled in one or a few points, ignore or underestimate the association between other modules and even global. If the product manager to understand the situation of the industry, there will be a clear understanding of the product development path or link (not necessarily achieve a strategically advantageous position, but at least there is a picture of understanding), the angle of thinking and ideas will be more complete;Understand the industry, we can learn about other departments, other modules, other people's work and represent their interests
based on these, product manager in the design of products in order to avoid situations when missing. Take the logistics industry as an example, a route planning and cost accounting, channel management, signing management, transportation and distribution management, etc. in different positions, each position the focus will be different, the various parts of organically combined into a complete closed-loop.
a, what you want to know?
The industry solve the problem?
Such as digital reading of this industry is to solve the problem of the convenience of the readerThe industry has those links and roles?
For example: the traditional role of the taxi industry about: the competent authorities (passenger transportation management office or office), taxi companies, drivers and passengers.
The competent authorities undertake the audit, the role of supervision and regulation of the audit taxi company's qualifications, grants taxi company to do this business qualifications
taxi company was paid by "elements of money" from the taxi company's own operations qualification
passengers pay the fare to get travel serviceAnother example: the education industry, and now many lines of training institutions, such as the large New Oriental, learning and thinking, to design for them an internal product, product manager in the end they will find out what part, what role is responsible for what part?
Training institutions in different learning within the system, they are:
Consulting: responsible for sales, marketing, pre-sales support and pre-school testing, concerned about is how soliciting and signing;
school management: the former is responsible for after-school services, such arrangements Timetable management of student teachers, concerned with how to improve work efficiency and improve the re-purchase rate;
teacher: nature divided by full-time and part-time, there are large classes class teacher, but also teachers in small classes, is also responsible for one on one, they care about is how to improve the class fee
supervisor: Campus manager, he is responsible for the entire campus management work, how to improve the performance of the school district is the focus of their
boss: multi-campus managers, in addition to their care performance, will more concerned about the overall cost and efficiency issues
other: personnel administration support staff
The industry's upstream and downstream industries
such as: digital reading, which is upstream publishing house, publishers hold the copyright of the resources and resources, digital reading and publishing company initially must cooperate.
At first, upstream of the publishing industry, as the digital reading as the Tigers, most of them at arm's length. Only a small part of the publishing house or private companies, such as CITIC, Blue Lion dare the first person to eat crab, with the development of digital reading, began to change the balance between them, more and more publishers reach out digital reading the company different entry points, at different stages, digital reading and publishing industry cooperation, the development of copyright trading from simple e-books and paper books to simultaneous release, promote each other.Now what this industry pain points?
Such as education and training industry, good and bad trainers, parents how to choose? For anxious parents of school choice enrollment, parents confused how to crack? Admission to the bottleneck has been the traditional means, what new tools can effectively recruit students? How small and medium organizations to improve the efficiency of the class teacher? How to quickly get to study abroad tuition ticket accommodation problem?
b, understand the industry's method?
Professional news sites, journals
each industry has its own professional websites, magazines, information APP, as well as the corresponding consulting firm out of the consultation report, the industry status quo, the plight of the industry, the development of industry-related information can be found on it.
Advantage : You can grasp the industry's situation over the years, to see the development of an industry, the industry helps to quickly grasp the context;
drawback : informative, too macro, only to see the rough framework and context, it is difficult to see detailsInterviews and research
practical to reach this industry in all aspects and roles, to observe and understand their lives to work, you can discover first-hand information.
Advantages : interviews and research helps product managers put themselves in real business environment, to understand every aspect of the issue is likely to find the deadly neglected.
Drawback : the cost of the time required and labor costs relatively large;Industry products use in the field and experience the service process; to go with a few products, service experience several times.
2, do not know which five pit, how can you take a good analysis of the demand for road
[1] think of myself as a user
Product managers tend to have two roles: user put forward the demand / finishing needs of their own
at the beginning of the needs analysis, product manager mostly able to maintain a certain sober, be able to source more sensible distinction needs.
With the commencement of product demand analysis, whether it is user research, or analysis of competitive products and related needs analysis, will make the
product managers become more familiar with the needs of users, become confident in the demand analysis, confuse the two identities, even late ignore the user research, despite their own preferences to determine whether a reasonable demand.
a, into the user were to go
Regular, rhythmic sort will demand results and user communication. A minimum of two such communication:
First, demand a frame comb complete, this communication can filter out biases and errors on the direction of the
First sort out the details of the product needs to complete, filter out biases and mistakes feedback details
b, not to himself as God
Put themselves in a state of mind, respect the user's voice
[2] the user with partial
Ask "Why?", To find the most realistic demand
[3] eyebrows and beard grabbed
Use KANO model:
A, the core needs: basic needs, such as a music player can not be broadcast MP3
b, the expected demand: optimized on the basis of needs, such as music players can automatically download
c, excitement needs: Users psychological motivations core underlying demand such as the music player song list
[4] leadership is influence
a, leadership expert, you can listen to the views
b, lay leaders, to try to say
[5] how to how to develop
a, clear purpose of this on-line product
b, MVP of the functions carried out around this purpose
MVP: Minimum feasibility of the product mean, this range according to the purpose of the policy is set to 1, and is a subset of core functionality.
Divided according to the purpose of the issue of product MVP, product of the work for the MVP, with minimal effort, the shortest possible time, the lowest risk to verify the feasibility of the product.
MVP qualified to determine whether there are two criteria:
A, complete, with these features, the purpose of the product can be achieved
b, necessary, the specified function can not be reduced a little, can not achieve the purpose of the product
Chapter IV product definition: Product accent
1. Analysis of Internet product positioning and decision-making
[1] floated across the Atlantic "positioning" theory
Positioning the root, popular in marketing, the last end of the world at the end of the American Marketing legendary master Ai Rees and the world's top marketing strategist, Jack Trout, this custom targeting..:
Let the brand to occupy the most advantageous position in the customer's mind ladder, make the brand become a category or on behalf of certain characteristics of the brand, so that when customers have related needs, as will be the brand of choice, that this brand occupy this positioning.
[2] positioning before, forget your first product
Products era of rampant, not enough money or resources to spell the brand, image theory can not be realized, only the pursuit of differentiation, emphasizing the strategic positioning theory of mind to small businesses in order to bring hope.
High degree of consistency in the product today, a simple product innovation advantage does not exist, so before you design or develop products can be found to the mental model is a breakthrough product.
Positioning the nature of thought is:
The level of public awareness as the mind to accept the reality, then reconstruct the cognitive, thereby establishing the desired "position" in the minds of customers.
Accurate positioning know almost let it beat the rabbit quickly to Baidu lines - Baidu know, this is the case of the tortoise beat the hare.
Wal- large Box Product Manager Getting Started Guide (C) Calvo "security", "arrive overnight" FedEx, Crest's "moth", they do not care about the product itself, but with the mind of the user fit.
[3] which requires the ability to locate fly
First, locate the user in line with the mind, we must in order to solve the needs of users as a precondition
Next, at a different location inside a first seize a first or reposition
Third, to arouse the user's mental, find the difference of the new road.
Positioning is not based on the highest state of positioning the product, but on the mind of positioning
himself defined as the second brand on the market first repositioning
is more important than the effort choice is differentiated
[4] product positioning and decision-making based on the user's mind
Before acting, by doing market research to product positioning requirements, the product launch, in marketing, but also to do the appropriate positioning of the user base.
2, how to grasp the product life cycle, and promote product development
Short product life cycle (PLC: Product Life Cycle), that is a new product into the market from the beginning of the whole process out of the market.
[1] start-up phase
Users do not understand the product, the product is in the exploratory among market uncertainty
General considerations The question is: Are we in the end product can be accepted by the market / our approach in the end right now
Product strategy : find the user pain point, do needs analysis, rapid on-line verification, seed authorized users
Methods:
find the user pain point method according to market research
According to user needs and do requirements analysis, while establishing communication channels for seed users and laying the foundation for post-operation
Prototype is completed according to the needs, the best design and development, and promote product testing, at the same time into the market for quick verification
Get seed users, track and do a good job feedback, good data analysis, continuous improvement and enhance the product experience, to get user acceptance seed
[2] growth stage
Product has been through the seed of the user, and also received seed authorized users
need to enhance the flow of products through marketing tools quickly (sales) and brand awareness
General considerations The question is: how to run products to get users and brand awareness / how should we converted after obtaining user or how realizable
Product strategy : to get users convert cash, brand, reputation spread far and wide
Methods: The
use of early accumulation of seed users to quickly promote and expand the influence
The main operators around the start work: one good pull a new, pro-retention work and live, on the one hand to do brand building
Operations continue to build good channels, while maintaining good communication with the outside world media
Do data analysis, there is a key concept in the philosophy of Lean Startup: The only key indicators OMTM (one metric that matters)
[3] maturity
Product stabilized, very difficult to have a breakthrough growth in users do the work, by means of active operations and retain old customers, while maintaining a steady growth of new users
General considerations The question is: How should we maintain continuous active users / user how to efficiently promote growth
Product strategy : active and maintain good old users, while keeping the new subscriber growth, continue to achieve steady profit from
Method:
active and maintain good old users, mainly using the operating means, take them incentive system activation
Data analysis, and product iterations continue work
Users continue to do the work of converting cash to further enhance revenue capacity
[4] decline phase
Product in decline, the gradual loss of competitiveness, product sales and profits continued to decline, can not meet the market demand, competitive products has emerged, their churn rate continues to improve, to do the work by the user reflow operation means, and actively innovation, seek transformation opportunity
General considerations The question is: how best to pullback loss of customers / we have no chance of innovation or project can transition
Methods strategy : try to do the work of reflux users, while updating the product line, to seek innovation and transformation, in order to address new pain points users to continue to dominate the market
Methods:
to find ways to understand and touch up the loss of customers, and then operate their greatest degree of reflux
Continue to do other work operations, data analysis focuses reflux rate
Dynamic concern competing products, check Competitive Analysis, drawing mode competing products, improving product competitiveness, in order to snatch from the hands of users of competing products, or the user will not be taken away
Market research (including Competitive Analysis), to seek new project opportunities, or update the product line, to find ways to meet growing customer demand for new
Goal: to extend the maximum period of product profitability, enhance the life of the product, the recession slowed the process. **
3, Competitive Analysis and product analysis, clear?
[1] Competitive Analysis
a, directly competing products:
Our products target the same users
Function point analysis to determine the general requirements for each product team manager function point analysis can not be more than five, each breakthrough
b, potentially competing products:
Content similar pose a direct competitive products, and our product is similar to the target user, there is no functional modules of our products
Example: People unfamiliar street and around the micro-channel, as an unfamiliar street with LBS-based real-time communications products, micro-channel is a social acquaintance-based real-time communications products, but a different product target, potentially competing products has been to directly competing products transformation
To determine the trend analysis, rather than deterministic function points
such as: electricity providers to analyze a pharmaceutical products, their potential competing products may be: a doctor's registration, chronic care, etc.
c, metastatic competing products
Different product target, but the target population have some similarities, such products would snatch the user at a specific time in the scene, thereby compete.
Example: In the subway, this time there are a lot of options, playing games, reading novels, watching movies, so there will be a lot of products will become our products metastatic competing products
For user behavior and user scenario analysis for analysis
[2] Product Analysis
Product analysis, product analysis based on process-oriented.
Determining a product, and then around the product to analyze all of the product modules, features, user experience and so on
product depth and comprehensive analysis focuses on
- First, the needs of each functional analysis of the product can be, for example, it takes some time to treatment with clear icons
- Based functions on the basis of the next step we need to explore behind such features to meet user needs to be explored from the scene, logic, demand itself
- After the user needs and product features are clear, we began to focus on specific product page hierarchy and logic is what kind of situation, and combined with the second step product features, both for analysis comparison
- Overview So far, the advantages and disadvantages of products, discuss and analyze the reasons, can be combined with other products on the market to be considered
- To find information, analyze the operations of product and market trends, business models and marketing path
- Studies related products distribution company, the development of the company, market share (stock), shareholder relations.
Product Analysis and Competitive Analysis biggest difference is that: a function-oriented (product analysis), a product-oriented (Competitive Analysis), the product is a longitudinal analysis of the product can be in-depth analysis.
Process [3] Competitive Analysis and product analysis
- Strategic Positioning
- Profit model
- Client
- Product Features
- Product interface (interaction / visual presentation)
- Technical data and features
- Availability
Recommendation: a product analysis to focus, not the design too much analysis point.
a, to find ways of competing products
recommended Liu Jin teacher "butterfly - user experience designers growth path" method recommended in combination Keywords
First target keyword extraction, may be more
in accordance with the extraction of target keywords to find the appropriate product
will find the product superimposed compared with each other to obtain the objective of competing products
b, Competitive Analysis Elements
Competitive Analysis core of the word "than" words "find / Associate / ratio."
A clear analysis of key points
listed in accordance with the analysis points Features (identify the product characteristic points, intentions ratio)
for a list of product characteristics analysis (logic / commercial intent / SWOT etc.)
For UX can follow to complete the classic five tiers:
Presentation layer - what you see is what
framework layer - how to determine the location of these areas and the presentation layer
structural layer - the user is how come, then went to where, what columns do not appear where the
range of the layer - in accordance with the functions and features the performance is appropriate, how to determine the structural layer
strategic level - what functions and features needed
Compared with each other, the reference metric obtained in competing products group in
comparison with the industry mean or accepted standards, derived products in the industry's benchmark measure
c, Product Analysis
Product analysis is depth analysis of a company and their products, from the owner family background, to the top of all the minutiae of the product to be summarized well. Product analysis is actually more like a product depth reporting system.
Generally it includes several:
- Background boss
- Backbone of the company
- Financing case
- Product distribution profile (you can draw mind maps)
- The core functions and sub-product strategy
- Commercial canvas
- Operating conditions Product Strategy
- Industry data and company data (company's position in the whole industry)
- What can we learn from
- Products to the forecast
If the product analysis report into a very light, it should be called "experience report." Most write "experience report" more.
For output, in fact, it is diverse, tend to use PPT, because with better structured and integrity.
If we are to make a speech, you can try the popular recent TED prezi (a display page display tools)
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