Internet product Design: Demand collection of product demand management

Demand collection is the first step in product requirements management. The variety of user requirements that are collected by demand is the only source of product requirements. It can be said that the quality of demand collection affects the final quality of the product.

1. Purpose of Demand collection

The purpose of the demand collection is to collect the market-oriented customer demand, keep the core competitiveness of the company's products, and finally realize the product innovation. Specifically:

1, a deep understanding of market demand, user needs, and accurately control the development trend of the industry to maintain a high degree of market sensitivity.

2), to ensure that product research and development is around the customer needs to launch, truly achieve product development "market-oriented, customer-centric", rather than behind closed doors.

3), to achieve product innovation. Through innovative new selling points, the continuous introduction of new products to ensure that the company's product core competitive advantage

4, timely access to competitors related products and marketing strategies, to achieve "mutual knowledge"

5, through the demand collection and other related activities, organic chain marketing departments and product development departments, the establishment of cross-functional, end-to-end process for demand development

6, enhance the interaction with users to enhance customer loyalty and stickiness

2. Guiding principles of Demand Collection

The internet is not lack of user demand, on the contrary, user demand is rampant. Faced with a lot of market "demand", those are the real user needs, those requirements in line with the company's product strategy requirements?

The guiding principles of demand gathering:

• Guided by the company's product vision and product strategy

The product vision and strategy determine that the demand collection should be targeted at those segments of the target user base, rather than the universal net; prioritizing different user needs the criteria for choosing a demand conflict and determining the requirements that can or cannot be achieved;

• To the user desire as the criterion, to bring the user "value" rather than "function"

3, the Demand collection method

1, the establishment of a demand-gathering mechanism: To identify the role of each of the needs of the participants to collect the job responsibilities, the establishment of demand preprocessing process, the recurrence of recurring demand collection activities

2), using a unified demand collection system

3), to adopt a certain demand collection techniques and methods

On the collection of requirements, how to do a good job in the collection of the article explained more detailed, you can refer to its content.

Common tools for demand gathering include:

• Prototype method
• Brain Storm
• User Interview method
• Questionnaire Survey Method
• The method of Benchmarking
• Observe the unexpected user
• Various meetings (such as user conferences, exhibitions, academic seminars, etc.)
• Onsite support
• Talk with support team (operations team, technical support team)
• Customer Hotline
• Survey of customer satisfaction
• User Behavior Analysis
• Cooperative development

Some thoughts:

1, demand collection should collect the user's real problems and business scenarios, so as to capture the real needs of users, rather than just the user to put forward the system needs to achieve what kind of functions, "demand collection" is not "demand rollup."

2, the user wants the product "value", not the product "function". Only when a product function really helps the customer solve the problem, this function only has the value, also only then actually has "the function".

3, the demand collection process to really play a role, must be at the organizational level through the Organization management system and performance appraisal system to ensure that the needs collection into the relevant departments of the performance appraisal. You can't expect three minutes of enthusiasm.

4, the requirements of the implementation of the process is a corporate governance is the touchstone, but also can measure whether a company is truly "market-oriented, customer-centric."

5, demand collection should avoid the "everything to do" impulse, but also to avoid "only focus on the immediate needs", the core source or whether the product strategy is clear.

6, conventional requirements collection means can not solve the problem of product innovation, but if there is no continuous accumulation of demand, innovation can not talk about, creative inspiration from the professional.

7, respect competitors and users. Competitors and users are not as stupid as we think, and measuring others ' products by their own standards is really stupid. Many times we set out from our own preset positions, denying many opportunities for innovation. For our competitors, we should first become a loyal user of their products; to users, we should "listen to the voice of the users" through interactive means such as user community.

4. Theory model of Demand collection

4.1, $APPEALS : A tool to collect market demand

$APPEALS method is a method that IBM summarizes and analyzes customer requirement analysis in IPD. It has 8 aspects of the product for the definition of customer requirements and product positioning.

• $-Product Price
• A-availability (availability)
• P-Packing (packaging)
• P-Properties (performance)
• E-Ease of use
• A-degree of assurance (assurances)
• L-Lifecycle costs (life cycle's cost)
• S-Social Acceptance degree (Social acceptance)

About $appeals can refer to $APPEALS market requirements and product positioning tools

4.2. Customer satisfaction Model (Kano model)

The Kano model defines three levels of customer demand: Basic requirements, expected demand, and exciting requirements. These three requirements are categorized by performance indicators as basic factors, performance factors and incentive factors.

Basic requirement: The attribute or function that the customer thinks the product must have. When its characteristics are not sufficient (not to meet the needs of customers), the customer is not satisfied with the characteristics of adequate (to meet customer needs), no satisfaction is not satisfied, the customer is at best satisfied.

Expected demand: the product or service provided is better, but not "must" product attributes or service behavior some expected demand even customers are not clear, but they want to get. In market research, customers often talk about the desired demand, the more the desired demand is achieved in the product, the more satisfied the customer is, and the customer is dissatisfied when the demand is not satisfied.

Excited demand: To provide customers with some completely unexpected product attributes or service behavior, so that customers have a surprise. When the feature is not sufficient, and is irrelevant to the characteristics, the customer does not matter, when the product provides such requirements in the service, customers will be very satisfied with the product, thereby improving customer loyalty.

Once each requirement is clearly categorized, requirements can be prioritized in the requirements gathering process.

For more information about the Kano model, you can refer to the Kano model and the requirements Primer-use the Kano model to prioritize requirements

4.3. Analytical hierarchy Process (AHP, analytic hierarchy process)

In doing demand collection, the most troublesome is to determine the priority of user needs, the use of analytic hierarchy process (AHP, analytic hierarchy Process) can be from different aspects (such as importance, risk, cost) to compare each of the two user needs between the priority order.

The Analytic Hierarchy Process (AHP) analyzes the elements of decision-making which are always related to the target, the criterion, the scheme and so on, on the basis of qualitative and quantitative decision method. This method is characterized by the nature of complex decision problems, based on the analysis of the influencing factors and their internal relationships, the thought process of decision-making is mathematically made use of less quantitative information, thus providing a simple decision-making method for complex decision problems with multi-objective, multiple criteria or unstructured characteristics. Especially suitable for the situation that the decision result is difficult to measure directly and accurately

Hierarchical analysis is provided in IBM Rational Focal point to sort requirements.

4.4. Four-Image Limited-position method

As the horizontal axis, the importance of the requirement as the longitudinal axes, the four-quadrant method can be established as follows:

The specific contents can refer to the four-image limited-position method

Of course, some other methods, such as: Delphi method, Affinity Diagram method (Affinity Diagram), etc.

5, the demand collection of innovative products: Do you have your own idea bucket?

For many disruptive innovation products, the core of the idea often with the existing product requirements and requirements are contradictory, so these ideas are not entirely dependent on the existing product requirements of the collection process.

Of course, no idea can fall from the air, and the reason these innovative products can stand out is that the product managers have a deep understanding of the real needs and pain of the users in their industry, and then "thinking different". Other product managers are filtering out the ideas as "unreliable" requirements as they look at the various needs collected, and the product managers of these innovative products take these requirements as an opportunity to innovate.

So the demand for innovative products can still be collected, but we should be more open to standards relative to the demand-gathering process of ordinary products. In the demand-gathering platform, we should set aside a creative bucket (idea bucket), dedicated to collecting and summarizing product requirements, ideas, ideas, and regularly review these ideas at the company level to explore opportunities for product innovation.

The previous Kano model is also often used in the field of product innovation.

6. Common Requirements Management software

In addition to the use of self-developed software to achieve unified requirements collection, some common requirements management software can also be used in similar situations:

IBM Rational Focal Point

IBM Rational Requisite Pro

IBM Rational DOORS

Jira

Borland Caliber RM

Where focal point is the most appropriate tool for requirements gathering.