Design theory: The management of products includes the management of services

Has never had a product manager's experience, has done a network Marketing organization research and Development Department of leader, planning product service system, accidentally turned out the old work documents, feel should be helpful to product management.

Product manager, though called "manager", but how much decision-making power, because of the company management structure varies; products and services are twins, business is to meet customer demand exists, every talk about products and discard the service is one-sided; a product planning process, is also a service planning process, The product cannot be separated from the Service support department; the management of the product includes the management of the service.

This is an article on how to plan and manage the product line, suitable for the product department and Strategic Research and development department to read.

Product services are to meet customer needs, to obtain commercial value exists, then you have to answer three questions:

• Facing Who? Characteristics of customer groups
• Meet what? Specific needs
• Offer what? Forms of Product Services

I can always see the product manager thinking, "What can I offer my users?" ", to the product line on the new product is not to shoot the head out , there are laws and methods, this is the product services three-degree space."

establishment of three-dimensional coordinate system for product services

We use a specific concept as a meta point (for conceptual design, refer to "Conceptual design to Information architecture") to create a three-axis coordinate space that includes the customer base (x axis), requirements (y-axis), product service type (z-axis). Each axis will be diffracted in the direction of the arrows countless nodes, these nodes can be based on the changes in social relations, technological progress has been continuously increased or deleted.

Establishing a three-dimensional coordinate system for product service systems

For example:

The customer population (x axis) may contain nodes:

Public, institution (legal person), special group (permission user) individual (private) ...

The requirement (Y axis) may contain nodes:

Push display, search, instant communication, analog calculation, contrast content ...

The product service type (Z axis) may contain nodes:

online, client, manual response, door-to-door service

...

The nodes in the above example may vary according to the company or the project, please the reader specific analysis, do not think the node must contain them.

space intersection That's a potential product or service.

After calibrating the specific node value of XYZ, we can get a bit of space, that is, the possible existence of products and services, we go to determine whether those points are to be developed and put into the market.

In the Product Service System description document, the specific product service can be described simply by coordinates.

Reference form: Product (numbering) coordinates {X,Y,Z}

By calibrating the XYZ node, we get the point A and point B in the three-dimensional coordinate system (QQ and QQ Group) respectively.

Point A: IM (personal, instant communication, client-side)

Meaning: QQ is a personal user, to meet the needs of real-time communication client products

b point: IM Group (special group, instant communication, client)

Meaning: QQ Group is a special group of users, to meet the immediate communication of client products

Do not feel that this is troublesome, when you have to manage dozens of, hundreds of products, and fear that the new product will have impact on existing products and stacking, this coordinate system can be very convenient to deal with this problem.

Adding a node equals adding a face

Product management in the subtraction is very easy, as long as the existing products in the operation of the bad results of the merger can be removed; the addition of product management is very complex, each time technological innovation and new application appear, will be in the three-dimensional coordinate system one axis adds a node, and for the other two axes, there will be a "face" can join with the new node. In the face of the increase in nodes, product managers only need to netizens, the product can be put on the market to find, evaluate them, design them, verify them, put them.

The deep meaning of three-degree space in product management

If the running of the products are labeled in three-dimensional coordinate system, and the point of intersection of the size of the amount of delivery, operating efficiency, product status and other attributes, then you can get a series of points, in accordance with the affiliation or time of the dots together, we can get a three-dimensional product line.

Figure a point for the support products, B point for the product to be developed, C Point for the launch of the initial product, D point for mature products, CD support A,ad support B

In the three-dimensional coordinate system to calibrate the specific product services, product managers can even determine a support point, the use of product support principles derived new products, the use of links to the support point of the user base to the use of new products, to achieve fresh profits.

In addition to the management of new product services, it is also possible to include version changes and revisions of similar products.

PostScript:

The text only presents a three-dimensional coordinate method, compared to a sloppy, purely parabolic brick. Including weight attributes, user flow, data flow and so on are in the minds of the formation of brewing, but suffer from no time and energy to complete. In particular, I would like to see this article of insight can be this three-degree space product Service System Management development into a program software, if with the Web traffic statistics analysis results will be better.