As a product manager, want to understand users more than users, this road is endless. Because every day users will have new experience, every day will have a new product, which requires us to continue to learn, to the user learning, to the latest product learning. More than users understand the user, is every product manager want to achieve a state. What exactly does the user want? This requires us to explore the needs of users. Thirsty want to drink water, cold days want to add clothes, these are not demand? These are all solutions to demand. You can have a drink when you are thirsty, and you can turn on the heat when it is cold. Each need can have a different solution, the core job of product manager is to find a better solution to the demand, and then form a good product. Jobs once said: "Consumers don't know what they want." "In the absence of refrigerators, users need to keep food fresh, they want a cooler environment, and they don't need a refrigerator; in the absence of a car, users need to go farther, they want a faster horse, and they don't need a car," he said. So how do you discover the needs of your users?use the Golden Circle of thought to discover the needs of usersThe use of the Golden Circle of thought is an effective tool to help the user to discover the real needs. The Golden Circle of Thought (why-how-what) is a problem-solving tool, divided into three levels: • Why level, why do we do such a thing; How level, how we achieve what we want to do; What level, the appearance of things, we specifically do everything. Recently friends small a want to decorate a home, to the hardware store to buy three expansion screws. From an economic point of view, demand is the amount of goods that a consumer is willing and able to buy at a given price level at a certain time. Now you might say, three expansion screws are a requirement for small a. Let's start with the golden circle of thought to see why small a needs it. Here is a conversation between product manager and small a: Product Manager: "Why do you want to buy three expansion screws?" Little a: I just moved into my new home and I want to hang three of my pictures on the wall. "Product Manager:" In fact, do not need to expand the screws, not to find the installation workers, only need to buy a roll of 10 dollars of blue-butyl gum can be hung on the wall, the price will be much lower, and will not leave any traces on the wall. "Small A:" This is very good, originally I was still worried about the damage to the wall surface problems. "The product manager's process of analyzing questions is the process of finding solutions to demand, which is what we often call user interviews. By asking the user a few reasons why, can effectively help us penetrate the appearance of things, find the real reason behind.using Maslow's demand theory to organize demandAfter discovering the needs of the users, we can divide the requirements into physiological needs, security needs, love and belonging, respect and self-realization in accordance with Maslow's demand theory, which are arranged in the low-to-high level. The more types of requirements are met, the higher the value of the product. I used to do the Silver collection system: · To meet the physiological needs of users, the product must have at least the basis of the cashier bookkeeping, membership management functions; To meet the security needs of users, it is necessary to ensure that the product involves the security of the cashier funds, the accuracy of the bill and the privacy of the transaction; To meet the social needs of users, the product can have coupons fission and share, bargaining or group purchase function, from the satisfaction of the user needs to see, the product can have a post-consumer membership level promotion or membership medal granted function; From meet the needs of self-realization, it is very difficult, this need not only software easy to use, beautiful, but also need users to comprehensively improve the management level of the store, focus on the operation of customers, and ultimately improve the store profits. Economics argues that the price consumers are willing to pay is proportional to the satisfaction that consumers are getting. The same cashier system, there is a coupon marketing function will be higher than the product without this feature pricing. The more the extension of the function, to meet the needs of users of higher levels, the more likely to be welcomed by users, the more users willing to pay.start from the user's pain point to achieve the requirementsAfter the requirements are categorized, the requirements need to be sorted by priority. In these original needs formed "demand pool", the first is definitely the physiological needs, for high-level needs, priority to solve the user's pain points. So what is the pain point? Pain point is the majority of users will mention the demand, pain point is the user's efficiency is always unable to improve the reality, pain point is to solve the user's most willing to pay the reasons, such as the United States before the review, the extension of the customer is a lot of pain points; before dripping, the rainy day taxi difficult is the pain point of the workers; The two km away from the subway station is the pain point of the students ... The pain point is a very valuable function point, find out the user's pain point, and realize it, can greatly enhance the user's experience. Do not know how to find the user pain point, we can carefully study the user's portrait, through communication, familiar with the user's habits, record users encountered problems, and even replace users, personally participate in the entire business process, and constantly improve this portrait. such as the Cashier software, you can stay in the store for three days, understand the user's checkout process, the effect will certainly be better than the simple interview.Validate requirements with iterative optimization methodsSometimes we think we found the user's pain point, a few months later to prove that the product did not achieve the desired results. This requires us to do a good job in demand management. First do a small function point, put on the market use, if you can bring benefits to users to retain, if users use low frequency or can not bring value to the user to give up decisively. The product is not the more the better, but the design of the function to abandon it will require a lot of courage, this time, the product manager must accept the fact that the need to rethink the feasibility of this requirement. Evolution tells us that products need to be constantly iterative and optimized beyond the past to evolve into better products. In the iterative optimization, but also to pay attention to the product of sufficient security space. Save the code before the product function iteration, and back up the user's usage data. This way, when the product is not suitable, we can restore the product the first time.to understand users more than users, this road is endless. Because every day users will have new experience, every day will have a new product, which requires us to continue to learn, to the user learning, to the latest product learning. The next time when users are thirsty, you can try to give users a bottle of ice Coke, perhaps this can greatly increase user satisfaction. The road long its repair far XI, I will go up and down and quest. Source: Everyone is a product manager
As a product manager, you need to know these requirements management methods
