How to make products from PD, UED, product itself and operational point of view

Once, the "non-designer talk about design" series in the first two seasons has been a lot of friends to pay attention to and recognition, many people particularly look forward to seeing a new article, after 2 years, with Hu Fei agreed, he carried heavy articles again attack, combined with their accumulated in Taobao experience and insights, all aspects of the product has a more macroscopic understanding. This article is divided into 4 parts, from the PD, UED, product itself and operational point of view how to do the product , the entire article coherent, let me read a kind of refreshing feeling, I hope readers you can also like, welcome comments.

(1) The PD to be tied together

I have been in Taobao for several years to operate, observation of large and small product design, activity planning, Discovery operations and pd*, and ued* in the communication will always have a variety of problems. Well, we've been improving this kind of communication all the time, and both sides are constantly changing and trying to get together. I tried to think about it from several aspects.

Do Internet products and other products are not the same, TV production out of the good, there is at most a after-sales service, the Internet products are different, made to have someone to use, do a good job to be used, but also to continue to optimize the changes, the product to make only the first step, behind a large number of people with the operation followed. There has always been a contradictory idea:

What does PD want to do? PD is hoping that operations can offer some big, long-term ideas that will solve the problem thoroughly through a large product or project. PD wants the product to be modular and reusable, and it's hard to design different products for each activity. PD wanted to develop enough resources, which was not possible, so PD wanted to prioritize the project. PD wants to do something fulfilling.

And operations do not think so. Operation hope that the product can be used immediately, how to use, do not make every small change to go back to the process project development. Even, the most do not want to hear the word is "project", because a project, is more than one months, to PRD assessment to be assessed to be assessed to be tested to the PK line, the line has to repair bugs ... Operations hope PD can tell him "can do" and tell him "how to do optimization to save time", but PD rarely does. The operation wants PD to be tied to the project and to focus on the progress of the project, but most PD is not following up.

Even, many times the operation will be with the individual good engineer good relations, some small changes directly to do away. There is no way, but it should not.

This is not the worst thing yet. The demand for operations is a, when PD was written as a ' PRD ', when it was developed, the understanding of development was B, the development process was a bit of a change, it was B ', and even, the product alumni took the liberty of deleting some of the details, and sometimes it was just the core function. and operations from a ' to B ' change, do not know.

The result is: Design = "on line =" Change = "Change =" design two period = "online =" Change ... PD was bored to death and the operation collapsed.

This is the problem: we are not tied together, we are not the same goal ah.

My colleagues at the merchant platform told me about their practice that day, which I found very desirable. To know, the merchant platform in recent years a lot of products, mostly also very reliable, it seems obvious effect.

Their PD and operation lines are tied, PD and the operation carry the same KPI, the product achieves what goal, when the on-line everybody discuss together. In this way, PD and operation are no longer "demand" and "Meet demand" Party B relationship, natural harmony a lot. The downside is that there is a scramble for resources and so on between PD and PD.

PD focuses on product progress and results. When the products become their own business, PD will not feel that "this is their operation of the project", he will be very concerned about. And, the product on-line, the PD will request the data monitoring voluntarily, the attention effect, because this is the method which proves oneself the result, if has the question, does not have the operation to say, the PD will take the initiative to help you to do off. The bad thing is, if there is a lack of communication, PD is likely to "take the Liberty".

It should be noted that PD and operation, even if chained together, after all, sit in different positions, the direction of thinking certainly not the same. PD's modifications to the product, if not approved by the operator, are likely to be "castrated".

The most direct example, we said the "time-limited discount" products, is the product that "trailer" function to do more complex, the presumption to remove. Online operation to know. No "trailer" also "limited discount" what ah, the core function of the product is castration version. After the emergency communication, "on-line" to the real "can use", postponed for a full 1 months. So the solution is simple:

Operation in the demand, the core function, that is, delete who can not delete its function, marked out.

Before the product on-line, must have the operation acceptance. Test team to see is "can use", the operation also depends on "good good", or even, ued should also be added to the acceptance of the work.

I think, do Internet products, operation and PD will have a contradiction between, but there must be a solution, only the concerted efforts of the products can be done.