Source: entrepreneur (ID: chuangyejia)
Editor: Liu Xiaomei
The hardest part of designing for a product is prioritizing and prioritizing. Judge the function of good or bad can not write a report under the statistics of traffic proof is finished. This is very wrong, we need to see if users need this feature. So I wish our product manager had thought this through from the beginning. Product managers need to pay more attention, and different attention can make a big difference.
1. Core competencies
Any product has a core function, its purpose is to help users to solve a certain aspect of the needs of users, such as saving time, solving problems, improving efficiency and so on.
Many product managers don’t pay enough attention to core competencies, not at all, but not enough attention. Core capabilities are not just about features, but also about performance.
For technical product managers, especially those who come out of the background, if they have the ability and confidence to pay attention to the core competence, they will certainly be eager to speed and background to the limit. But the problem is that the product is not ready yet. For example, some time ago webpage speed optimization, after optimization speed improved a lot, really do not know what to do before? It’s a waste of time and resources for users to put up with it for so long. If you don’t, no one will answer. It’s hard to say. So we need to focus more on performance.
When it comes to core capabilities, there must be technological breakthroughs first.
For example, to do QQ video and audio, we can not do what others have and I have, otherwise it will always rank second and third, although there are opportunities, but the lack of the first time out of the surprise, will lose the identity of users. The first thing you should focus on is the hard metrics of your product. Design and develop with the competition in mind in terms of playing power, memory footprint, etc. Just like QQ video, its core performance and speed are beyond the Storm video, so the momentum of development after the launch will be very good.
Hard index choice also has a lot of choice actually, be like network broadcast, exchange, share, this is very good train of thought. But in the end they cut it, and we just wanted to do the player, because that’s what the users wanted. Not everyone needs HD, but high-end users do (more on that later in word of mouth creation). Only hard indicators to meet, the user said, I this broken machine, storm can not be put, QQ can be put. In this word, word of mouth will come out, users know you do, word of mouth to have differences.
Core competencies need to be the ultimate. Think about how to achieve differentiation through technology, so that others can not do, or through a year and a half to catch up.
Many users comment on QQ that the only reason to use QQ is fast file transmission, there are groups. So that’s our strength, and we’re going to use that strength to the fullest. For example, offline file transfer, reflected in the way of email is a transfer station, even large files are not difficult, the key is to do. Although the real use of the user is not necessarily much, but the user will say, I want to upload a big file, looking for a long time to find a place to upload, all in all but use a very bad QQmail, incredibly, so our reputation will come.
To get big, the first thing you have to think about is how to make people think and catch up.
So many years of accumulation in IDC(entrepreneurs note: Internet data center) we can not waste, high-speed upload, metropolitan area network transfer station, support high-speed upload may find new problems, if not mail, in IM(entrepreneurs note: instant messaging software) and how to achieve. Our goal is to make the user feel super fast, super fast, and have a very good user experience, which requires a lot of technology and backend.
Product updates and upgrades need the cooperation of product managers, but our product managers do not have much background in R&D. Products and services require a lot of technical background, and we want product managers to be very senior, who have done front-end and back-end development of technical r&d personnel promoted.
A good product is best handed to a skilled and experienced personnel, so that we will be more assured. If the product manager is not qualified, having a lot of brothers along for the ride can turn out to be very wasteful and demoralizing.
2. The word of mouth
To build a good reputation for products, we should pay attention to the direction of high-end users and opinion leaders. Previously, our idea is to catch the big and release the small, to meet the needs of most “small white” users. But now, it’s the experience of high-end users that really gets word of mouth.
How to improve the attention of high-end users is a problem that needs to be considered when the basic functions are good.
Such as email search, RSS aggregation, etc., these only “cool” users in blogs and forums will be mentioned, in the case of the ability to ensure that. In the case of the product has been formed, the mentality of high-end users is also different. For example, users are allowed to use other mailboxes on our QQmail. Before our own heart in the name of 99, let others inconvenient to use external email address, good use of our, but these 99, high-end users can see, so to change, only in this way to really convenient users.
Personalized service is not a popular service, but also to obtain public praise.
Do not abuse the platform when there is no word of mouth for a product.
For example, if the IM department asks for support, invest marketing resources, ask the Marketing Department to contact a PR firm to place an AD, and ask for advertising space and wait for it to be cut down, in fact, half of it is enough. Our product manager seems to have a good allocation of energy, 50 percent product, 30 percent marketing, of course, if you control the basics well, yes. But most of the time our guys don’t get it right. If your strength and odds are less than 70-80%, focus on the core. Think about it when your product has a good reputation and is on the rise.
Product managers should pay attention to the most core strategic points that can gain user reputation. If this part is not done thoroughly, the result can only be that users come over, disappointed, and then spend more energy to make up for the loss, which is more than the gain. When users are automatically growing (users will actively recommend friends to use our products), we should not disturb users, otherwise it may be a good intention to do bad things. At this time, every thing to do, every thing to be considered very carefully, is really constructive to increase a word of mouth products. It’s hard to bring users back when their word of mouth goes bad.
Add functionality and be skillful at managing and controlling functionality. After the core functions are done, the common functions should be gradually completed.
Products in the local, small innovation needs are never satisfied. As a product with a good reputation, every time you add a feature, you should consider whether it will confuse 90% of users when it brings favor to 10% of users. Be smart about conflicts and avoid them on a case-by-case basis. Each function does not have to be used much is good, but the people who use it feel good is really good.
Do product development need to have a strong r & D mechanism to ensure that product development can be more agile and fast. Even big projects need to be flexible. You can’t wait three months to show you something, when the competition is already far away.
Developers need to think about products from the heart, not from a businesslike attitude. You should know that users and peers will pay attention to your product, and developers should have the responsibility to take the initiative to complete it under this kind of drive. You can’t wait until the product is ready and the assembly line is delivered to you. About 40-50% of the final product experience should be determined by the developer. Product people should not be jealous that some of the work is designed by developers and only then should the team be involved. Otherwise, the product will be slow.
First, operational management: sensitive to find deficiencies
Key words: daily use
Our products are not stand-alone version, not only need a strong sense of user and technical skills, more importantly, service. We need to pay attention to some very complex content, such as architecture and application, etc. Products need to have a better architecture, which requires a lot of energy, which may not be obvious under normal circumstances, so our senior management needs to consider KPI more. This is a test of skill, who does well, the general office leadership is to see, good design architecture will not be messed up. Such as the core things into components and modules distributed.
The easiest way to find flaws in your product is to use it every day.
Product managers have to be more sensitive to find the flaws in your product. I often find it strange that some product managers say they can’t find the problem. I believe that if you keep using the product for three months when it is launched, the problem is limited. If you find one problem a day and solve it, you will gradually get closer to the point of “high reputation”. Don’t stop doing a job because it has no technical content. Many good products have been made this way. Our leaders should not only arrange for the people below to do it, but also do it themselves. These are not difficult, the key to adhere to, the heart must think, do not try this weekend, must have an accident, until a product is basically formed.
Where do you look for problems? Forums, blogs, RSS feeds. High-end users disdain to go to the forum to raise questions, our product manager will take the initiative to find out, to check, to search, and then take the initiative to contact users, to solve, some are indeed users make a mistake, some are our own problems. Product manager mentality should be very good, hope users can find out the problem we solve again. Even the smallest problem solved is to accomplish a great thing. Some things are done, and the results are quick. Product managers should pay attention to many aspects, often go to see the operation, for example, your product is slow, users do not care about your IDC(Internet data center) bad or other reasons, only know your speed is slow.
Interaction design: Be the most picky user
Key words: meticulous
The product manager wants to be a critical user. Our energy to make products is limited, there are many interactive content, so we should grasp the most common piece. Flow, use the largest place to consider. Specification to allow users to use comfortable. Want to have pondering on feeling, touch, have confused want to think of to improve. Such as less mouse movement, fast point to and so on.
For example, where to put the “back” button in your mailbox, right or left, you need to think about how to put it better, and then test it online. How to send messages to the same user, how to choose the latest account by default when the user has multiple mailboxes? These are small requirements, but when you actually do it, the user will say yes, although he may not be able to say why.
The use of the product should conform to the habits of users, such as copying things when writing emails, and more people are used to using the keyboard to operate. Although some technical difficulties, but also can be solved, interaction, sensitivity to mouse feedback, convenience.
In design we should insist on several points:
Do not force users. ICONS such as QQmail don’t harass 99% of users for 1% of their needs.
Easy to operate. For example, QQ music, old and new list, both should be taken into account, such as QQ video playback, from round to square, and finally because of the impact of performance abandoned.
Light art, point to stop. Such as QQmail, QQmail in the UI interface inspiration, not too heavy can do well. Pattern and simplicity are not contradictory.
The key should be prominent, not deliberately cater to the younger age.
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