Guest introduction: Sara, six years of experience in Internet products, former qzone photo album, relationship chain principal and senior product manager, now the third party principal of Tencent Creative Space, two years of teaching experience, Tencent certified lecturer.
Internet products pay more attention to user experience,
Internet products make it easier to understand users,
It is easier for Internet products to cross over voluntarily
Internet product development seems to be more urgent.
So, what kind of product are we going to make?
First of all, products need good creative sources, which are mainly divided into three parts: technology, business and people. The most important thing for Internet products is users.
Therefore, as a qualified product manager, it is necessary to collect industry information every day to timely understand the information; Good ideas and methods can be learned from competitive products; And how to focus on user feedback to capture users’ pain points.
When we have a good idea, we need to do product analysis.
I. User research
1. In-depth interview: it is necessary to set up target user groups and get to know users;
2. Test: invite target groups to experience the product and put forward bugs and suggestions;
3. Questionnaire: Can better understand users’ voice no matter online or offline;
PS: Reduce your logical thinking when designing products, avoid excessive design, reduce logical design, and do more user research to help you find the pain points of users.
To have a general understanding of the industry, you can analyze your own strengths, weaknesses, opportunities and threats through SWOT analysis tables, and make strategic plans for the company in a better combination with the company’s resources and external environment. After the analysis, we should look at how to make better use of the company’s strengths and avoid the company’s weaknesses. We have many channels to read the analysis of industry and competitive products, whether it is Microblog, public account, media and so on.
Two, four principles of product planning
A) The principle of balance
1. Balance urgency and importance
Here’s an example:
1) When the first version of the product is released, a lot of bugs feedback from the Internet will be collected, and the priority is urgent (affecting users’ evaluation of the product)
2) The product manager is optimizing the functions of the first version because they are not perfect; Transitional needs can slow down the third priority
3) The boss thinks that the direction of the product needs to be modified according to the feedback; Product fundamentals and direction are important but not urgent, giving second priority
2. Balance between long-term goals and short-term implementation. All Internet products need to be constantly optimized iteratively
3. Balance of interests
For example, most people are taobao buyers, we will pay more attention to their own interests in the process of shopping, taobao as a flat Taiwan side will seek the interests of both sides of the balance, will make a rule is delivery after 15 days if the buyer is not receiving confirmation, taobao will automatically confirm, this is the balance the interests of both sides.
2) The principle of loss
1. Product subtraction
2. Demand substitutions look for root causes to change ideas when product setup is blocked
Third, focus principle
To find the user’s real pain point, do not put all the buttons on one page.
4) The principle of continuity
Data and product feedback need to be continuously collected and optimized.
Especially when it comes to social products, the problem we will encounter is: what should users do if they only like to watch but not interact? Especially like Weibo, weibo has actually become a place for “we media” to publish, with more people forwarding and sharing, but less interaction.
So there are three parts to enhancing interaction:
1. Maintain active users and make them have a sense of honor and pride on the platform;
2, after the release of information can timely interaction, reduce the user’s psychological threshold, do some light interaction;
3. Scene-oriented. As a platform, we can do some activities with the help of the festival atmosphere and trigger users to spontaneously generate content.
Iii. User operation model is divided into:
Wake up sleepy users
We often say that the product is like giving birth to a child, and the operation is like raising a child, which must come together to achieve sustainable development. In fact, I personally think there are 3 points in product operation: user volume, activity and revenue.
When it comes to product operation, it is necessary to speak of human desire, which is actually the best way to operate. Today, I will introduce 3 points:
1. Greed: For example, the check-in function of Qzone, after a period of time, the activity decreased, we launched the activity of sending mobile phone traffic, many people will continue to check in because of the traffic;
2, vanity: regardless of space, micro blog, wechat circle of friends, forums and so on are a platform to show off, especially Meitu software, 90% of girls will install Meitu software, show off; Or a leaderboard within some product;
3, lazy: let users think less, do not have to think, such as fingerprint unlock, fingerprint payment, account one key login.
Finally, I still need to use continuous practice to try and error, update, I hope my share can be helpful to you, and I recommend product managers to read a book “DON’t MAKE ME THINK”, thank you.