Work on the product, these routines you need to master

now do all the emphasis on routines, there are routines, more than a multiplier, do products are no exception. As a product manager , we are in the process of designing products, we are faced with a variety of needs, and what are the routines that can help us to quickly analyze and make decisions about demand?

one of the important routines in product design is: What are the ways to solve who's problems . In this product repertoire, there are three important elements, namely: who, what problem, what solution to take.

Stakeholder of the product

Stakeholders, not just users.

First," who's " is to understand the subject behind the demand. There are multiple stakeholders behind each product, which is what we often call a stakeholder.

The most easily thought-out stakeholder in our work is probably the user of the product But for product managers, we can't just focus on the users, we need to see and balance the number of stakeholders and how much we know about them.

For example, in the medical field, the stakeholders will include patients, doctors, hospitals, pharmaceutical companies, and even some academic and scientific institutions, and so on. Then take the project I am now responsible for (to provide some platform for TV users to broadcast the material template), the relevant stakeholders include the television organization, the enterprises that cooperate to provide the material template, the ordinary production of radio and television material enthusiasts and our sales, finance, customer service departments, and so on, these are stakeholders who need to pay attention to.

In addition, when evaluating the efficiency and profitability of the product, we also have to learn to stand on the investor's point of view, from the investor's point of view of the specific indicators to see products and services. Investors here may be concerned not only with financial indicators, but also the health of the entire product and the indicators of survival. For example, a tool product of the day, live, retain, spread, or a community-based products of the number of users, user activity and so on.

In addition to these easily overlooked stakeholders, the most we need to focus on is the user itself. We often refer to the product manager to have "empathy ability ", in fact, refers to the user preferences and pain points of a deep understanding, understand their concerns, and turn these into indicators.

Whether users or other stakeholders, we need to understand what they are most concerned about, the indicators that different roles are concerned about may be relevant, even contradictory, and we have to balance and make decisions.

solve what problem

Pay attention to the problems to be solved.

Products to solve the problem, should be around a certain or a number of stakeholders specific issues to unfold. The energy and time we usually invest here is not enough, and we prefer to spend time on the solution.

mapping to our daily work, the requirements that product managers receive are often not really " needs ". It is the " solution " proposed by the person who needs it. It is inappropriate to do so and to think about the solution after understanding which stakeholder's problem, and what the problem is.

For example, we have received product feedback from users," want to add a collection of features ." If we just get this so-called demand, draw a prototype, let the development work out, then we are at most a need to translate the machine, rather than a product manager.

So what's the right thing to do? The right thing to do is to think of something like the so-called " demand " as a clue, and grab the clue to keep asking about the motivation behind the demand and the problems that need to be solved. The need behind digging for demand is the nature of the problem through which the solution arrives.

or take the collection example, the collection function of different types of products to solve the problem is different, the browser's collection may be for repeated access, so the evolution for bookmarks; The reading product collection may be for future retrieval, so you need to have a tag and search function The collection of Community products has aggregation capabilities, so many community collections add features for publishing and sharing, providing another way to UGC and glue new users.

Deep integration into the product's usage scene.

The concept of a scene is important in understanding the motivations of all stakeholders, especially the needs of the user. When considering requirements, it is not necessary to consider the functional logic independently, but to put these functions and processes into a specific user-use scenario.

The best way to put your needs in the scene is to put all the functional processes in your mind and put yourself fully into the scene, touching every detail. Consider the emotions, concerns, likes and dislikes of specific stakeholders, the environment in which they are located, the terminals they use, and so on.

we want to become the product of the heavy users, when we become their own products, heavy users, will not need to play the process, do not need to " bring into " " simulation " or " empathy " and other processes, Can be completely immersed in the use of the product scene in order to discover and understand the problem.

solution to the problem

The solution is the final output of a product designer, and all of your thinking, balancing and execution will be reflected here.

solution is where the product manager's hard skills are mentioned most. such as will not use Axure, will not use Photoshop, understand the user research, can write beautiful documents, and use a variety of tools to analyze the process, logical relationship and so on.

We design solutions that include both process, logic, and interaction and experience. The best way to improve the ability of a program is to play with a wide variety of Internet products and services. But note that this process should not be used casually, experience a bit of it.

We need to see the features to understand the problem behind, the user, as far as possible to abstract consider the same problem and what are the different scenarios. Think about it often, if I am the product manager of this product or service, how to upgrade the existing solution. Enough to understand enough, the ability to naturally solve the solution has been enhanced accordingly.

Internet Product Manager is mainly to do product functional design, so sometimes instinctively want to solve some problems by adding functions, in fact, we have to learn solve problems by changing business rules and processes .

For example, to optimize the return process experience such specific needs, we can go through some basic data analysis, to undertake some of the potential business risks, you can study the return process of the major platforms, many of them are through business means to optimize the experience. For example, high-level users of lightning return, or star cooperation companies enjoy priority returns processing and other functions.

This optimization is not done by the design of the return page to be more concise and beautiful, or to reduce the processing steps such as the submission of returns, but to seize the experience of the return process core, the business way to solve the problem.

Technology -- The foundry process of Internet products.

As a product manager, understanding of technical knowledge also supports us to give specific solutions to some extent. Just as industrial designers want to understand the foundry process for basic materials, we should also be aware of the necessary knowledge of Internet technology.

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Summary

To summarize, one of the routines for making a product is How to solve who's problems.

in the " who " section, we have to take into account the needs of all stakeholders, in the " What Problem " section, we need to dig deeper into the needs behind the requirements, while learning to drill down into the use of the product scene; " Solution " section, we have to learn to solve the problem by means of business, not limited to do functions, but also to master some basic knowledge of Internet technology.

Source: Network

Work on the product, these routines you need to master