On the strategy design of the product

Absrtact: Before writing this article, the title of the article I struggled for a long time, I would like to write the topic of "Talk about product strategy design" later a think product strategy the word contains a wide range, but also includes marketing, branding, etc.

Before writing this article, I struggled with the title of the article for a long time, originally wanted to write the topic of "Talk about product strategy design" later on the "Product strategy" the word contains a wide range, but also includes marketing, branding, and so on, and write their own is limited to the Internet product design of this category, so the final decision or written " The strategy design in product design is better.

In the product discussion meeting there will always be a heated debate, there are a lot of controversy, may be user experience, but also may be product features, but carefully think about let everyone dispute the most intense, the dispute the longest time is probably the product strategy of the problem. A problem from different angles, or different thinking of people to see, will certainly not be the same, product strategy involves a lot of aspects.

What is the product strategy?

Talking about the concept of product strategy I also difficult to explain, simply give you an example, there are four main aspects of the embodiment:

1 product features, such as you in some sites using a Third-party account login, the site itself does not require you to create their own site accounts, and some sites must be required to register their own website account.

2 The value system in the product, the value system in the product is mainly embodied in the product's user growth system, the site's integration rules, such as QQ on the Sun, the moon, game player level.

3 the restrictive rules in the product, such as the rules for information input when the website is logged in or registered, the number of users uploading pictures on a single occasion. Know and Baidu know is a question and answer website, but the former must be logged in in order to question and answer information, and the latter is very open.

4 product content on the different, when the function and UI are difficult to open the gap between products, it depends on the content is a good road. Also satisfies the user to read the demand the product, zaker and the Fresh Fruit Network provides is the news reading, but sees, the watercress reads these two products to provide is the ebook.

said the product strategy of several embodiments, boil down can be seen as the way to meet the needs of different, with the mobile phone social software, the street mainly rely on geographical location to meet the strangers social and micro-letter is the main social networking, the same is to meet everyone in the mobile phone to see the demand for video, but Baidu video positioning is video navigation, and Youku and Sohu is the main genuine video, there are a lot of similar examples. From the product innovation Point of view, the product strategy innovation space and the possibility is also bigger.

What does the product strategy have to do with?

1 with the type of products, services, some sites are registered, login system, because the site's services must require users to log in to use, such as Renren, and some sites do not need, such as video-type sites. A strategy is not available to all products, the key is to see whether the product is suitable.

2 and the company's purpose, the same thing different company practices will vary. For a reservation site, the design of the takeaway site usually takes a few gourmet pictures as a background, to improve the user's appetite, and in the company's order system OA is not the case, because the company does not want to increase the frequency of the staff to order meals, or to say that there is no need to order more food will increase the cost of the company.

3 with the product manager's personal personality and values, the reason for this is also derived from their own product experience. Recently made a product, the main function is the hope that through the user to give each other gifts to drive the user's activity, human nature is selfish, so I have always thought that the number of users presented to others will be relatively few. But after the product on-line through the data analysis, I only then discovered that own idea is wrong, the user sends the gift demand quantity to be far exceeds sends requests the request the quantity.

4 Many product strategy is to improve user activity and give users incentives, or virtual also have the kind, if this situation also need to consider the cost factors, in the company, after all, still want to spend the least money to earn the greatest benefit.

Although product strategy formulation has its basis, but does not have each product to apply the unified standard. The product strategy should be rationalized in the product's value system, in some products, the value measurement of the unit number will be very large, such as the initial value of 100, each increase of 100 per behavior, this will be in the user's subconscious to form a good harvest feeling, but the key is to be in the system's entire value system to remain fair and reasonable.

Summary

There are many competitive points in the product, in comparison, product strategy often plays a more important role. Products in the UI and user experience on the lack of users will be disgusted, but if there is a lack of product strategy, it is easy to anger users, users abandon the probability of the product is also greater.

Since product strategy is so important, the formulation of product strategy should be very cautious. If the product manager across the field to do the product, and the products are engaged in no experience, then the formulation of product strategy may be more confused, do not start, will also doubt the correctness of their decision. This is the fastest and relatively conservative way to learn from a product that is similar or successful. Give me a personal example, because engaged in the product oriented mainly overseas market, the foreign user name is longer than the domestic, in the formulation of product user name input rules when we are very tangled, do not allow, and finally borrowed Google's username input rules.

Product strategy development of product managers themselves have some requirements, the first is to abandon individual ideas, an objective view of a thing (for this, I am very tangled, and sometimes personal opinions on products will cause bad results, but sometimes the product manager individual products feel very accurate). Second, product managers need to accumulate personal experience, based on the user's familiarity with the user behavior of the measurement will be clear, so that the formulation of product strategy is very advantageous (in many companies operating is directly with the user to deal with, so sometimes the product strategy is also determined by the operation). Previously heard a good product manager must understand some psychology, this is in the process of developing product strategy in particular, product strategy is based on user behavior to develop a way to affect the user's behavior, so understanding human nature is very important. In addition, product managers usually read a number of books are also very useful, a wide range of interests will increase their own insight, there are many things are interlinked, you know that some of the things you understand the development of product strategy will be inspired.