It has been nearly 4 years since I started to be a product manager community in 17 years. However, domestic product managers mostly focus on 0-3 years old. In this pyramid structure, the product obviously needs to build the bottom user’s demand, so as to make the product more valuable.
With small program 4.0 coming online soon, I made a duplicate of our iteration process based on this iteration.
After applet 3.0 came online, we solved the following three problems. Click below to view applet 3.0.
PMTalk Product Manager community
1. The virtual payment problem of small programs
Before 3.0, the old version of pMTalk applet was unable to provide virtual services. We could only provide one-to-one ordering, delivery and service after the purchase of products by the user through human customer service.
In version 3.0, by refactoring the original page of small program in the way of H5, H5 solves this big pain point in small program.
2. The content is consistent with that of the PC
The core product of an enterprise provides only one kind of content. No matter app or PC, it provides users with the same content in various scenarios. Before 3.0 applets, users could only access them either through H5 or on PC. Now in 3.0 applets, we have synchronized the UGC content of the homepage of PC with the exception of q&A in applets.
Users now have a mobile terminal.
3. New capabilities: 3.0 small programs support video playback
After the launch of small program 2.0, small program has gradually opened the ability of live broadcast, and video, at the same time our offline activities themselves also have a large number of videos, so in 3.0 we have a new video section function.
New capabilities for PMTalk3.0 after the launch of a new experience and section, 3.0 version of the goal is very simple: first to solve the function and BUG can not be used before, while ensuring small program and PC content consistent.
4. Data feedback
After the launch of 3.0, we used official data assistant, third-party platforms, and user research. We gradually found that the 3.0PMTalk applet’s usage data was concentrated on the first TAB and the second TAB.
At the same time, the transmission and sharing are also very low; In addition, the offline business that can carry is not enough, so we began to plan the optimization direction of 4.0 based on how to increase small program sharing, content precipitation and business services.
4.0 Optimization Direction
1. Business driven: contract author
Every week, NEW PMTalk writers enter the community and become our signatories. Therefore, we hope to improve the efficiency of the entry of authors and lecturers through small programs, and also provide brand exposure for excellent content authors. Therefore, in 4.0, we added the list of signed authors and author application on the home page of small programs.
The reason why I apply for author application is that my operating colleagues manually invite authors to enter every week, but there are tedious community information and interactive language.
At the same time, it is difficult for operators to monitor the entry of authors, which requires manual acceptance. Finally, the entry of the author is a long-term task, which is also the reason why we need to use small programs to complete the tool and improve efficiency.
2. Disadvantages of small programs and shortcomings of version 3.0
Because the small program itself belongs to the wechat ecosystem, users’ social communication is just needed; The experience of small programs is easily changed by wechat messages, videos, voice calls, etc
It is not suitable for long-term reading. Under the interference of wechat messages, users can view information very quickly and fragmentary. The video playing section is only suitable for registration and viewing activity information.
Watching video or on the PC end is more in line with the user scene habits.
3. The CONTENT UGC of small programs is not sticky enough
The sections available online in Applet 3.0 are long and immersive columns, not suitable for applet scenarios. Instead, short remarks or questions and answers are suitable for quick viewing and interaction in applet 3.0.
So in 4.0 we focused on synchronizing the PC q&A section on mobile
4. Small programs need to be rich and linked
Applet early 3.0 only launched a personal center for activity management. Without content management and notification, users are less interactive.
5. Add a video content category
In 4.0, we optimized the course classification. In the early 3.0 version, users could not distinguish the theme clearly, so we added the video classification. Users can choose their favorite topics and content to view.
4. Optimize the login and registration logic
In 4.0, we added wechat mobile number authorization login. Users can quickly bind their mobile number by clicking a small program.
Since the mini programs provided in 3.0 can only be authorized by the user’s wechat, these users are still invalid users.
5. New features
Just like the version number of the APP, the small program will have new functions in each major new version, and in this version, we added the chapter section. I hope that the national branch of product manager will be dedicated to bring more revenue to the sub-president in the future.
Above is the case of this iteration. Through business, data driven to achieve continuous iteration of the product. Of course, it should be noted that 4.0 will take about a month to go live. The basic skill of the product manager is whether he or she can get enough standardization and generalization of the current needs, otherwise it will change in a week, and the product will be useless by the time it goes live.
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