70 Product Manager-the road to data-driven products

The same big brother who did the same thing last week, he wanted to find a product manager with a female perspective to transform existing products, optimize the product experience from a female perspective, and increase sales.

This leads me to the point that:

• A product manager who is a magical, able to hit the lifeblood of consumers, can achieve a leap from 70 to 90 points. However, such talents are often met and cannot be begged;
• Based on data-driven products, to analyze and optimize each step of the user's path, to achieve product volume accumulation, to achieve 70 of products, may be a more pragmatic approach.

70 Points Product manager, not a ride in the dust of the horse, can indeed carry the weight of thousands of miles who

Who is the user?
It seems that the problem has a most intuitive answer, for luxury e-commerce, the user is very likely to be: women, the pursuit of fashion, have a certain consumption capacity.

And then what?
A user portrait that can be answered without hesitation will inevitably be a portrait of a user with no guiding meaning and actual combat value.
Let's dig deep down:
The main?! Guest price in Thousand Yuan or so?! Consumer products are mainly concentrated in bags and accessories?!

Thus, it can be deduced that it is like:

• The customer base of the main group, whether it means that the design and adjustment of our app to be younger, personalized? To give users a stronger sense of recognition and empathy?
• The guest unit price in thousand yuan, whether to indicate our user and the temple storehouse such luxury electricity quotient has the certain difference, in the goods display and the recommendation should have the price range on the focus?
• Consumer goods are mainly concentrated in bags and accessories. Does it indicate that such content is more suitable for online consumption, especially for sea-type consumption? (Because the return trouble so reluctant to choose clothes or bag is the price difference between home and abroad is larger)

Better characterization of users, to help us better understand the user, in order to further better guide us to recognize and reflect on their products.

How

What is the path used by the user?
In the traditional store, the user's purchase path is this:

User Purchase Moving Line chart

So, when migrating to the app, what are the user's browsing and buying behaviors in the app?
Excerpt Li Lei's answer on the understanding:

1. Does the new feature be used and approved by the user ? What are the user clicks on new features added to the new version?
2. Is the user running smoothly on the core usage path? no more invalid clicks due to interactive experience feature button design?
3. The return of market operation effect? What is the effect of an ad banner promotion or promotion in the product for a particular date?

From offline to online, users are migrating habits, but not requirements. When field are talking about the classic case of diapers + beer, when the pile head in the weekly store will change the shape of the time, the app has any reason to evade the buried point and observe the user's use of the path?

The most direct benefit of observing users is: find the longest path, cut off the non-essential link, reduce the user impulse consumption of operating costs. Let him use more cool, more convenient.

Why

Why do users want to buy?
This comparison may be thought from two perspectives, both internally and externally.
From the inside: Who are we? What are the tuning of the users we attract?
From the outside: what is the difference between us and the competitor? What is the reason why the user does not go to the auction? Is information asymmetry, price is not sensitive, or we meet better, will not be competitive goods pull over?

We repeatedly torture our own barriers, this barrier makes us different, so that users can better precipitation and link. In the fast-growing dividend period, we can even abandon our own short board and focus on the long board, quickly gather to more core user groups.

Then

And then what?
Yes, when we finish the A or B round, we need to prove ourselves, prove our profitability, and prove our users ' size.
At this time, there may be two directions for development:
One, in order to make profit and become different;
One, to become more pure in order to be oneself;
The former may face the embarrassing situation of the version, the latter will become the watercress sitting on the Jinshan and do not know how to exploit the dilemma.

There is no standard answer, which is not a question of technique in nature, but a choice of Tao.
We can use a data-driven approach to observe the user, validate assumptions with minimal cost iterations, and find a local optimal solution to solve the problem. To achieve a possible global optimal solution, the realization of the breakthrough of the Tao, relying on intuition and the creator.

But now, please control your own stirring of the impulse of jobs, to be a pragmatic 70-point product manager.

70 Product Manager-the road to data-driven products