On the process of product from originality to landing on line, take the game community as an example

Do products know a stem, I have a good product ideas, only a programmer to help me achieve. In fact, from product creativity to landing on-line, the middle need to undergo a very complex process, how to land is the real difficulty, creativity itself is not valuable. This article takes a game community as an example to talk about the whole process from idea to on-line.

The case in this article is a project I have been involved in, and the content is the experience I have summed up. I have just started the product, the following content welcome new discussion, Daniel please laugh to see.

When we have a product ideas, ideas, after a complete product planning process, the final product line, landing. The process of the entire product design can be broadly summed up in such a few steps.

• The first is market analysis and research, comprehensive analysis of the market environment, competitors, the company's resources, according to the establishment of product positioning, for which part of the core users, to meet what core needs, need to be based on comprehensive analysis.

• The second step, the user portrait, list the scene, determine the specific needs and priorities.

• The third step is to produce basic product solutions and functional levels. This is followed by the output of the prototype and the development phase of the product.

At the same time of development, it is necessary to plan the initial operation plan to determine the target and expected effect of user, content, activity operation. In addition, the development of data analysis indicators to measure the effectiveness of products.

The following is an example of a mobile-side vertical game social product. With such a product idea, the next steps to how to proceed, how to step by step to the product idea landing, and need to pay attention to what. Of course, there is no specific survey data results, just a case of thinking.

In the initial project stage, there will be a variety of product ideas. Creativity, the idea itself is not valuable, so the process of the project is to product creativity, through the market, the user's research and analysis, combined with the company's resources, capital, to determine whether product creativity is feasible, how the process of landing.

For example, we want to be a mobile, vertical game community or social product. At present, only the creative, not to the specific product form, need to carry out a detailed market analysis process.

First of all, the size of the market in the game area, which players, such as YY, nine, 4399, 37 play, etc., their core competitiveness is what, the current Community model is how. These traditional PC-side portal Media + community models have a high level of barriers to how they have the advantage of entering the community area. In addition to these giants, are there new market opportunities, such as mobile, such as user-centric communities, if we cut into these patterns, we will be affected by how much. Then, the market potential user size, we can compete in the market how many users, tens of thousands of or millions, if with our resources, can only grab tens of thousands of users, then we do not go on. And then, is it true that our ideas are really what users need, like if we're socially-biased, whether users really want to use a social platform other than that. This depends on whether the need to dig deeper.

After analyzing these, the product positioning is determined according to the analysis results. Product positioning is the basis of the product, guiding the planning and iterative process of the entire product behind. Product positioning briefly, is the target user is who, what is the core requirements, we provide what services to meet the core needs, at the same time need to set the basic product model and principles, platform or vertical, what users can do on our products, we encourage users to do what.

Also take our game community as an example, using the previous analysis to precisely develop a pattern. Our position is the community, because the social can not run to the user size is too small. Formally for the pure community, to assist the social development, because the content direction of the competition is too intense, we do not have the content advantage. At the same time, using the combination of PGC and UGC, we play a certain content foundation. Product form for mobile, in line with current trends, while avoiding PC-side competition.

As a community, there is a very important thing is the rule of the community, or the direction of the community. The core of the community is the user (Weibo, post bar), or pure content (watercress, shell), large v users of the weight of how much, what is the mechanism to discover, filter content, depending on the user (early known), the platform itself (Pinterest), or the system comes with tags or something (lofter). The rule-oriented of these communities is an essential part of the community positioning, such as the different orientations of the various communities, guiding the various specific functions of the product. For example, the core of the community is user or content, which directly determines the priority of attention to users and the importance of discovering these basic modules.

The game field is large V-oriented, in order to play the role of large v users and star effect, so our Community rules are users larger than the content, the core is large v users. Filtering content is mainly done by large v users, the platform itself assists. In order to improve the overall activity of users, reduce the level of users, it is necessary to have a complete user growth system, while the platform itself needs to play the role of excavation content, in order to ensure the visibility of all user content.

An essential step in product positioning is to identify the core target users of the product. You need to give a portrait of the user, determine who the user is, the age of the user, occupation, income level, user characteristics and preferences in this area, where users can come from. The needs of different users are certainly different, the same field, male and female, students and white-collar workers, first-tier cities and three cities, their characteristics are different, the core of the demand is also completely dissimilar. The user's characteristics are the basis of all the functions of the product, large to the core function, small to functional details, all need to refer to the target user.

User analysis needs to take advantage of the idea of market analysis, who is the target user of the competitor, and which part of the user still has a market vacancy. In addition, the target user must be fine-grained, not a large group without characteristics, at least fine to be able to clearly distinguish with other user groups in the field. Even a popular product, at least in the early stages, requires a clear and sophisticated target audience.

The user of the game is very wide, the age level from small students to white-collar, social level from junior high school degree to master doctor. Among them, the most popular game time, Sticky strong, just graduated white-collar second. Community to the atmosphere of high demand, avoid excessive abuse, require higher education users. Playing games is mostly male. Our target users come out: 18-25-year-old male, university or above, play time every week can reach 15 hours.

As a community, analysis of the user process is an essential point is to grasp the user's psychology, such as tearing force, loading force, contempt, rational discussion, and so on, which psychology needs users in our products to play, which psychology we want to boycott. When we design Community rules, the function of detail and the way we manage it, we must consider it together with our psychology.

At the beginning of the product, we need to focus on creating a core function that meets the core needs of the user, and the first version of the product is built around this function. Because the market opportunity is fleeting, the market environment is fastidious fast, and any one start-up product, its own resources must be limited, so the process of product iteration first is fast.

Product early function lies in the deep, not the broad, need to be the product positioning needs to achieve the ultimate, and can not do multiple functions at once, can not slowly talk about the product one-time to do a complete and then on-line. The more features you want to do, not only the slower the line, but also the fact that so many secondary functions are not verified by the market, and how do you know if these are the needs of the market? Launch the most core features, the fastest online meeting with users, and then continue to iterate, through the market and user verification to iterate.

After we were positioned as a game community, at least in version 1.0, there was no need to put the social and media functions of friends, dynamics, discoveries, news, etc. into the game community, as there was no market validation to determine if these were users. The specific functional modules of the community, including attention to users and dynamic, focus on topics, tags, forums and so on. Given the distinction between different games and the combination of user-centric principles, the Forum is the core function, and the combination of user-focused forms.

During the product development phase, you need to start planning your operations at the same time. The initial cold start of the product, the operation will occupy a large proportion. Operations include filling content, digging users, pushing products three dimensions, according to the characteristics of the product, to determine the focus direction and each direction of input. In particular, the community and other UGC-type products, the role of operations as much as products.

Specifically, user operations, need to determine who the seed users, how to dig, the first batch of users of the source of what channels, the quality of each channel and the goal is how much. After the user has come, establish the user's growth system, user incentive method. Content operations, the first initial content from where the main, their own as a user to create, or the core of the cooperation of users to create, or to other Web site crawl. Activity operations, determine the purpose of the initial activities, the specific objectives of the development activities, the expected effect, measured by what indicators.

For example, our initial operations focus on user operations, with the main purpose of La Nieu. Before you run, make sure that you want to get the community up and running, on average, how much content you need per day, and how many active users we have, so we get the number of users targeted. First look for the seed users, how to find the game domain of celebrity users, and they establish contacts, let them into the publication content, and rely on their effects to attract users, this step requires how much cost, expected to get to the number of users. At the same time in other popular game sites, bar and other forums to dig up, the issue of the invitation code, this step can also get how many users. Initially do some activities to pull more users, such as user recommendations, through these activities can get the number of users roughly how much. We also have other game products that can be used to guide users from these products. In addition to what other promotional channels, such as ASO, whether to carry out offline promotion, the specific way to push the line, the cost, the effect of the expected. Product initial time cost is limited, the above channels in the evaluation, choose the effect of good, cost-effective channels as the main way.

A key step in this phase is data analysis. The product is not yet on-line although there is no data, but need to set in advance the data indicators need to be tracked, to detect the product after market-validated feedback, including whether the core features are subject to user attention, the number of users sticky activity, and the effectiveness of the operation to achieve expectations. Previous operations have given the number of targets that need to be measured by data analysis. The data index is not much, it is a few important indicators.

Set data indicators, first of all to clarify the purpose of data analysis, the initial focus is to detect whether our core functions are subject to user's attention, the user's sticky behavior, and operational channels to pull new results. Then we set the indicator accordingly, for example, through the core function bounce rate, page stay time to judge the effect, through the user next day, 7th retained to judge the stickiness, through the number of channels of users to judge the new effect. Additional indicators are needed to observe the problem, and the indicators need to be kept up to date.

The above steps are indispensable, there is no market analysis, do not know the product can do, no positioning users, products are castles in the castle, no operations and data, products do not see the effect.

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On the process of product from originality to landing on line, take the game community as an example