Product operation: The relationship between product personnel and operation personnel

Web page Production WEBJX article introduction: the operation of Internet products.

Yesterday at the annual meeting of the UCDChina2010 year, generally similar to such a conference, the workshop is often the most harvested, because the actual operation of the simulation, or some of the more enforceable methods to share. In fact, training and reading, learning (read) feel very right, But how to really use in the actual work is the hardest ~

Because of the operation has been not good, and often have some questions, just this time on the theme of the operation, or fat Hu Fei so more material senior person presided over, harvest quite abundant.

There have been some thinking about operations before: the operation of product design eyes , but there are still many questions: What is the job content of Internet operation? What is the relationship with marketing? What's the final effect of the operation? Luckily, the round table has been answered.

One of the more fun things about operations is: while the responsibilities and objectives of each company are similar, they may not be the same, but the result is that the work is not the same, but the core is the same. The following is a more in-depth reflection of the discussion after this meeting. PS: Depth does not mean correct, Just want to have a more detailed, systematic understanding.

The relationship between product personnel and operation personnel

Many of the company's product personnel and operators will be somewhat overlapping, so there will be contradictions, and even lead to conflict. The process discussed earlier has divided the requirements into operational requirements and product requirements, and the partitioning dimension is correct, but not from the person presenting the demand, But the purpose of the function is to divide it. But at the same time please believe that the scope is still cross, there must be a function looks both operational requirements and product requirements.

At the same time, product personnel and operators are expected to be better products, continuous use of products, experience, contact with the user is also in order to make the product better, in accordance with the premise of both parties, short-term goals may not be the same, or need more communication, understanding, to ensure efficient optimization and promotion of products.

Keep in mind that excellent product personnel need to be involved in the operation.

The contradiction between product personnel and operation personnel

In fact, if both sides can communicate and communicate transparently, there will be no contradiction at all, and at least some of the issues heard at the meeting feel that they are a matter of communication level.

1. operation put forward unreasonable demand : reasonable unreasonable demand, or to see the target, if the target OK, means there are problems, both sides sit down and reopen discussion. The best programs are usually born in the most intense normal ", the description of the scenario discussed in the design is believed to apply to the product, the discussion between operations.
2. products more attention to efficiency, operations more concerned about the task : Think this is a false proposition, product is concerned about the efficiency of products? The efficiency of the user? or the productivity of the product staff themselves? Believe that operators themselves also move: the market/competitor is constantly changing, and the frequency is very large, "the only constant change is", If the size of the product, too many functions, it may cause development, testing the content of too much, intermediate link error more likely, resulting in a long time, missed the best market opportunity, and if it is a start-up products, it is inevitable that a lot of assumptions in the product/mode, but also need to verify, So it is very important to control the rhythm and scale of the product ~ This efficiency is not only the product personnel concerned about their own, operation, market, the boss will pay attention to and said operating only focus on the task is only one-sided talk, complete this month task does not next month task? Do bad products for the future "More Tasks"?
3. product design will be reduced : Because of some of the reasons in the 2nd, product Personnel/developers really like to implement the product phased, but the actual process is indeed "operation proposed 10 functions, the product staff ranked first to do 9, the development of priority to do 8 first" problem, As a result, the first issue is not available. This problem is definitely a serious communication problem, priority, scope of development, must be in the early days of all the strict consistency of all, including business needs, operations, product design, development, testing, only in this way to ensure that the final output can be used in the production of viable products based on the work/ Efficient development efficiency, otherwise come out a useless thing equals invalid, equal to 0. But back to the example, if the final issue of the product is not available, product personnel/developers are responsible, but limited to communication.

Relationship to products, product personnel and operations personnel

This example is appropriate: products are children, product personnel responsible for the birth of children, operators responsible for raising children. So the final quality of the child depends on the link between the health and the raising, not alone to see a link. To have a good life, to raise the good, simply rely on a link is not a desirable way.

Ideal Product and Operation partnership

Products in the design period should take into account the product's operating strategy and methods, which require product managers in the PRD/BRD to describe the product's operating indicators, the way is a truth, but also the right approach, although difficult, but it is the best practice. So require product personnel to have at least product operation, Basic concepts and knowledge of marketing, understand basic methods. At the same time, the need for good product personnel and good operators to cooperate, and in-depth communication to ensure that both sides of the goal, strategy, methods to achieve a strict agreement on the key points without ambiguity, and in the design phase, but also to more "business" way to design.

The above content is about the product personnel, the operator, the product itself relations and the cooperation way. Here is the basic concept of operation, which will help the product staff understand the operation

Operations and Marketing

There have been some questions about this question: if all is to promote the product, the market and the operation have and the difference? The answer is: operations and markets have the intersection, the purpose is the same, some companies are the same team, even the same person to be responsible for the ~

The role of operations

This diagram is a good illustration of the role of operations: the product itself has a life cycle, and the operation should be carried out from beginning to end the entire life cycle of the product, while at all stages have a "magnification" effect. The product itself has its own effect, the operation can be further enlarged, and in the beginning, peak, the end of these 3 stages of the maximum effect

Take the consumer website for example, this kind of website product is the core, the ultimate goal is the trading volume, and trading volume by what control? The core content is the following formula (in fact, this method can be divergent thinking, many products are applicable)

Volume = number of visitors * Average Unit price * conversion rate

Average unit price is not very good control, product optimization can improve the conversion rate, and for the increase in the number of visitors is very weak, you may say: products do well, there is a natural word-of-mouth marketing. And in fact, Word-of-mouth marketing if not purposeful or method to guide the words is very limited, the detonation of the epidemic has also analyzed and summed up three elements, It's not so easy to have these three elements at the same time.

And the role of operation is to improve the number of visitors, or from more reasonable channels to promote, and even improve the conversion rate ~

How does the operation work?

In the consumer goods industry for the function of the product has the following dimensions of division, Internet products can really refer to and learn ~

The prerequisite attribute is the foundation, the dispensable function may do not do, the unacceptable question certainly does not exist, the marketing and the Dissemination Foundation is the charm attribute .

As a charm attribute of the design and selection, there are several key points:

• Don't ask the user
• Don't trust the user
• To dig, beyond the needs of users (of course, beyond the requirements are fully understand the user, understand the needs of the foundation)

Apple standby time of the breathing lamp, before the output is believed that few people will feel cool, feel reliable. Bing's daily map, I believe that at first no one thought that the search engine every day to change a background picture is a bright spot.

In "detail marketing" point out that marketing needs to be considered from the customer's perspective, have the following 6 points method, can see with product design the starting point is consistent, this is also I before thinking "operators and product personnel often need to have the same background", at the same time the following 6-point method in the early stage of product design can also be considered for reference and use

1. See the facts, look at the product from the customer's point of view
2. Talk to the client who left you.
3. At least part of the sales and marketing staff is from the customer
4. Ask your client to help you manage
5. Be a client of your own
6. Be a competitor to a rival customer

Update: fat hu Fei Handouts have been released, you can see ~

PPT is as follows

Operational product– Operational products –panghufei/Fat Hu Fei