Example of product design for a Web site: simple advertising design

The Web site often does product design, activity planning, I found that operations, products (PD), design (UED) Contradictions are always irreconcilable appearance. Burn Network A simple advertising design, eventually led to operations feel ued "out of the box", think the product manager "in Name," and ued feel the operation "changeable", this is why?

First, let's take a look at the process:

Process

An advertisement design, did 4 edition, although each time is better than last time, but the question is many.

Version One:

Operational requirements: 760*100,flash dynamic design, immediately snapped up the button focus, you can simulate the mouse small hand-click action;

WHY? 1 demand side to highlight the "immediately snapped up", ued into a focus on "brand bags" and "time";

2 demand side to 3 product display, ued because the product is not good to see not to do List processing;

3 ued feel brand luggage on the left to highlight the "brand luggage" focus, made layout changes;

Results:

Page color clutter, button a bunch, no focus.

Version II:

The operator was angry at Ued's unauthorized modification and proposed a new change requirement:

In addition to the need to adhere to the original manuscript requirements, but also proposed the amendment: because too many words, will "brand bags 1 yuan snapped up in the 1th quarter" to "brand bags sold only 1", because the product list too miscellaneous put forward the picture three frames play.

This ued learn good, completely according to the operation needs to do, basically reach the operation of the demand, but the operation found new problems: The left text is still too much, it appears messy, the entire advertising is very uncoordinated, so put forward the third edition of demand.

Version three:

Operational requirements: The "brand luggage" removed, the picture put in the middle.

Ued: I think it's impossible to compose.

Although ued completely according to the operational needs of the changes, but at this time ued has become a "coolie", or even can be said to be silent humiliation of the girl!

Version four:

Operating side of the third or is not satisfied with the version, always feel that there is little advertising, perhaps the operator has felt the ued of the heart, may have no alternative, and finally give up the harassment of ued, change to find partners to modify, so there is version four.

Changes: 1 on the background and the use of color, etc. made adjustments;

2 will "sell only 1 yuan" changed to "buy up the price of 1 Yuan", highlighting the "1 yuan."

Two: Why is this?

1 operator demand is not clear

Many changes are due to the "unreasonable requirements" of the operating party. Copy, layout, focus on no change;

2 ued design ability needs to be improved

Version 1 of the use of color, the composition of the performance is particularly obvious;

3 Lack of effective communication

The lack of communication between the two sides, ued have their own ideas do not say, not arbitrarily modified is silently bear;

4 where is the product manager?

The product manager is in no shape, and the operator actually plays a dual role: the demand side and the product manager.

What about three?

1 Clear Job Responsibilities

Focus on the Pd/product manager, give him a simple definition: responsible for product design, the collection of operational requirements, translation into the engineer language, and the entire product responsible for the people.

Operation is the demand side, the focus is to provide product managers with materials and requirements, such as this case: in particular, to provide the core information, that is, the core is to show "1 yuan snapped", rather than "buy immediately" (Basic every business ads have this button is absolutely not the core);

The product Manager will be required to obtain operational requirements after decomposition, such as to highlight 1 yuan, in order to show "snapping" to use the remaining time to reflect the way .... Organize this information into copywriting and "prototypes":

Depending on the ability of the product manager, the prototype and description may not be ideal, but the preferred choice is to be clear, these are the product manager's job rather than the operator.

2 Optimization design Process

Operator Product Manager UED UED three parties

Provide material and requirements-design prototypes and copywriting-Provide design models-provide demo-Finalize

As this example, the demand is flash, each modification is flash,ued natural tired, is less a step-design model, which is used in the picture, if the picture is no problem to do flash, the workload is much smaller.

3 Effective communication mechanisms

There are many steps in the process that need to be communicated. Operations and Product Manager communication requirements, product Manager to make prototype followed by operational communication (recommended that the product manager to find operations and ued to communicate with the three parties), ued provide the design draft to communicate with the other two parties ... beforehand communication do better, instead of waiting to be designed and then modified, will not be so troublesome.

4 Reasonable performance mechanism

The biggest problem in this case is the product manager's name, why? The Product manager has no performance mechanism. PD is not concerned about the progress of the product, the effect of the product does not care, care about the progress and effect of the only operation. So PD should be a reasonable performance mechanism, such as the same as operating back KPI, so PD and operation is no longer "demand" and "demand" of party B relationship, will continue to pay attention to product progress and results, even to find operational requirements to provide product after the implementation of the data analysis.

The effect of product design, perhaps the ability of three parties in the second, more important or reasonable process and mechanism.