Product Planning Formula

Recently, I have shared a blog article on my product thinking logic and made a simple introduction to my worldview . In my opinion, the development of science and technology is actually the formula that human beings define logically to calculate the result. Neither science nor technology are discoveries or innovations that come out of thin air, and they are based on existing understandings and derive new results and new conclusions from the evolution of formulas .

Since all things have logic, then there is no doubt that product planning is also logical and formula, for the new product, may be due to lack of knowledge and experience, no way to frame the logical formula, so in the product planning will be very headache, do not know how to start. Today I recommend a product planning tips, to share with you how to define the product planning, a small logical formula.

When we think of product planning, often the mind will jump to the overall thinking, this will make their thinking into a paste, very detrimental to product planning thinking. My trick is to transform the propositional composition into the blank selection question, so that we can naturally let the product planning frame a framework, we just like building blocks in the framework of the search for inspiration.

Because this article is in the airport waiting time to write, by observing the passengers around, all of a sudden think of the luggage box this subject, although this is not Internet products, but the idea of product planning is interlinked, so I take the history of the suitcase to do a product planning example.

If you've seen TV dramas in the Republic of China, then you must know, at that time the suitcase is just a portable to the box, not as we now common with wheeled suitcase, then in the luggage product innovation, the luggage product manager is how to tap the demand, reform products?

For such a product, when the boss launched the project, often many people from the fashion point of view to improve the suitcase, such as the use of wood, instead of leather, such as color more diverse. In such a field, even if you research users, you may not be able to obtain innovative information, because the user has subconsciously thought that the suitcase should be so, when you investigate, often their feedback will be biased towards fashion and light weight. It's like WhatsApp products, before they were created, people thought texting was supposed to be through carriers, even if they were dissatisfied with the service, and the feedback was just that other carriers would be less likely to send the message fees or packages than the other, and would never propose a new channel at all.

So under such circumstances, how do we dig out the demand and plan a new product? Here I drew a picture of the planning process of the suitcase, which indicated a planning process for everyone, see the following figure:

First of all tell you, a word or a word product positioning, just marketing propaganda slogan, not the inherent form of products, we need to product attributes, user groups, use the scene to refine the definition, restore the essence of the product.

Through the first layer to the second level of the definition, we know that the suitcase is a mass of people in the travel of an object, if the concept to the user, he travel needs to carry an object, then the experience is not the case at all. Through this concept of research, we from a number of feedback, analysis of two common user confusion, carrying objects too tired (physical consumption), too much trouble (always to ensure that not lost, storage can not be arbitrary). At this point, our logic formula has been put up, and in this framework, we just look for two points, which are looking for moving objects but light energy products, and to find the size of the data for easy storage.

When we found and studied all these things, we began to design product prototypes, combining UE and UI knowledge, incorporating the elements of the solution into the product and forming new products. After the new product launches the market, we through own use, the data tracking, the user analysis and so on factor, again unceasing iteration consummation, therefore has the product evolution.

Using such a frame block, is not the product planning is much easier? The same is true for Internet products, such as WhatsApp, a logical formula such as this, and the evolutionary process.

The principle of a logical formula is to do a structured normalization of your thinking process, avoiding divergent thinking that makes you overwhelmed. The simple product formula is subtraction, and when we accumulate to a certain stage, we can think more, such as more complex function formulas.