Demand analysis of Internet products: detailed work of product requirement analysis

Article Description: Product Requirements Analysis: The user's "cheese" do not touch.

It took almost 2 weeks to study the pork sellers, and when they talked to friends in the industry about the image, they were full of strange expressions, because a person doing Internet products, do not do your products, to study the sale of pork vendors do! Don't worry, we all know. Product Requirement Analysis is a compulsory course for product managers, in fact, it is necessary to set up the abstract product concept and the user business core needs and the internal divergent function points concentrated and refined to form a concrete visible can be demonstrated results. Product requirements to determine, then after the link as long as the goal is to follow the plan to advance, the problem is not, so the demand analysis process relative to the latter part of the more difficult place is to exercise product Manager of the various capabilities of the embodiment. I think when doing this work, it is necessary to make a general part of the product in what state;

1. The company project a whole new product, this type of product has two kinds of situation;

A. The company again to the entire existing product line for strategic layout adjustment, or the main products in the market bedding accumulate more resources, and in the company is operating the product, no and this new product is the same.

B. There are no similar products in our celestial kingdom, there are other countries and regions do not have, such products need to invest in human resources costs, time is high, coupled with the product itself is lack of information resources, market environment and user accumulation of information resources, its profit model is not clear, the risk is greater, Unless you find the user's stealth killer requirements, there are practical phases of profitability and goals.

For the above a situation;

At the company level, should be the first to eat crabs, if it is a novice product planners, it is difficult to plan smoothly on the line, the process is very painful, frequent changes in demand and prototype, in the demand is unable to convince the company leadership, and can not find the actual use of data. So at least ask an experienced product manager to bring in 2 novices or assistants to complete.

I am usually the main deal with the functional modules between the business relationship and business process requirements, then the assistant will be determined in time to use Axure to complete the product prototype wireframe design, and then to the interactive designer for follow-up work.

We often say that the need to control capacity, that is, for some functional requirements guidance is not clear, experienced and inexperienced product managers here have a significant contrast, this comparison, whether from the efficiency or direction to grasp the problem, is understandable, not to mention the case of a category;

The work done in the initial phase of the product;

Identify the group users that the major products are targeting, what they will do in their daily work, because the project is now extremely confidential, or not to the actual project, or to the above mentioned "selling pork vendors" scene as an example, or at least to observe the study for 2 weeks, perhaps a little discrepancy do not take.

Pork sellers, we want to design a product or solution for him, the solution direction can be to improve his work efficiency, increase revenue, reduce costs, and so on, first of all to understand his work and the problems encountered, this is the most basic point of view. Generally do not agree with users do not have access to the requirements and products to make, because most of the demand is our idealized state analysis out, do not believe? Then keep looking.

The following actual vendors work flow and scope is not observed or a part of the preliminary analysis;

Get up early and wait for the shipment of semi-finished pork (no cutting) in a fixed place every day, after receiving goods can be monthly checkout, can also be the time to the slaughterhouse checkout, how many pigs, this is certainly based on the amount of the past sales to weigh, and then on the board to classify the cutting, such as: pig head, pig ears, pigs before hand, pig back, stomach , five flower meat, ribs, big bone, and so on, will be neatly placed according to the classification, after the completion of the work, the next to each category of meat price positioning, selling prices are generally based on the fluctuation of the cost of the adjustment, but also to consider other costs, such as shop store a little better, the price is usually more expensive, The more you walk into a vegetable alley, the cheaper it is.

Continue to understand the situation after the opening;

A. Most customers will first ask what category of meat how much money a pound, inform traders, to a catty or two kg or to me to 10 yuan/15 yuan/20 yuan.

Every time a trader cuts meat, it includes a cut, on the call, there will always be less than you want a few two, but also a few two, such as the actual price of 9 6, and then the vendors will not give you an integer, and then give you a little more meat to make up.

B. More often, customers pay the money, ask the merchant to remove the skin, business busy when the merchant has to help you peel (not to your skin, is pork skin)

C. There are also customers to buy pork ribs/pig hands/pigs, but also trouble master to help cut small pieces.

Of the above three cases, if you stand on the customer's point of view, then the vendors do "after-sales service", so that customers removed from cooking, with a small kitchen knife to chop more than a hard pig pig/hog hand/, for people who do not often cook, to pigskin or more trouble.

OK, if you see this as a product person, think that you should actually solve some of these "aftermarket burdens" for the merchant.

Category A situation;

Since every time cut meat not to "heat", as a smart kitchen knife or other equipment, the customer as long as the determination to the money and weight, then the final cut out must be accurate, which solves the merchant's work efficiency, and complete users can freely button the desired state.

Category B situation;

Another to solve the work efficiency, every time to go pork skin, delay customer time, but also embarrassed vendors, so simply out of a meat cutter, put a piece of meat into the machine out of the must be similar to the same as beef slices/or mutton slices the same effect, well, so that both for the master to solve the time, customers do not have to go alone to Pigskin, Not to worry about pig skin fried not ripe.

Category C;

or the B-class solution, first to cut the meat machine, so once and for all.

Well, it seems to solve the problem of the master and the customer, but if you do so, we do not consider the cost of these equipment, even if you give him, the master will not buy your account.

A kind of situation, you may say, I this equipment many cow B, how much you want to cut how many, and the customer chooses how many, the equipment also gives you free of charge, do you cut a few times do not feel trouble? Well, if you start talking to him about product ideas, he'll be happy to talk to you and make you think that's what he wants, but it's just superficial, and if you do it, he won't.

Continue to analyze: for a multi-year selling of meat vendors, to cut a pound of meat, or a catty half of the meat, he must know how to cut more accurate, others cut out of the must than their "said" also accurate. When the customer wants a pound and a half of meat, He finally cut a 1.7 pounds of meat, more than 22, you always do not let him cut out more, so most of the master will tell you, forget to cut 32, calculate two Jin, the result is cut into 42, that adds up to 2.1 weight, then tell you, you give 2 Jin of money, many send you, but carefully again observe, master more cut of that piece of meat, actually is before A few days left to sell the meat, plainly is not fresh expired meat, most customers think they make a bargain. The fact is that the vendors are using the cheap of customers and a small sum of money, the end of the vendor is to achieve the expired pork at the new meat prices sold profits, which is why the master does not want your product reasons.

In the case of Class B, the final cause is the same as the category A, because the actual situation when the customer is cooking at home will not be skin to cut out fry, and difficult to fry, you provide such a meat cutter, is to solve the performance problem, but also to reduce the income of vendors, do not look at the master every time after the skin of those pigskin casually thrown to the side, in fact, These pigskin finally sold to the brine Butcher's or make their own stewed pigskin, which also a very expensive income.

In the case of category C, careful observation, most of the chopping block of pork chop/pork chop is placed underground in the back of the shop, at this time you will say why not to cut off the board, the master will tell you that the board is not strong, then if you provide a super strong board to the master, he will certainly want, why not? I'm not necessarily going to cut the meat on the board.

In fact, the bottom line in the back of the cut meat, because the front of your pork chops have been weighing the number of pounds, the back of the cut will be deliberately cut off/or let a few pieces of meat fly out of the part, OK if you find that is good, if you do not find that the meat is naturally a peddler, but if each customer is this time, You want the traders to get more than just a little profit.

See here I think most of them understand why I'm taking this example, the requirements analysis is not just as simple as you think, not so complicated, you do good and bad, users accept or not, depending on whether you really know what the workflow is essentially? That's why every time a requirement is reviewed, product yell I just solved their real problem, why was the boss denied, or the product on the line after no users to use, because you are likely to drive the benefits of the cheese, on the contrary you say this is unfair, but these are the price Bureau and the Trade and Industry Bureau of Things. Or your product idea is "aiding the evil" to help him achieve the maximum benefit. It's not about solving their needs and problems, but about whether or not you're involved in that awareness. What are the essential reasons for seeing the actual perverted process and problems?