Why did product manager badian-WeChat succeed?

1. It is easy for God to create rules for the world.
God is a simple rule that makes the world evolve. Why do we like simplicity? Because when God created the universe, his rules were also very simple. Just as Einstein used a very simple formula to represent a complex theory when establishing a qualitative energy equation, it was simple and beautiful! Many physicists will say that we find the laws of the universe very simple. Since the laws of the universe are so simple, why should I complicate many things? Why do product managers stand by God? Because we are also developing product rules, it is very simple for God to create the rules for this world, and it is also very easy for product managers to develop rules when making products.
First, you need to understand the user's internal needs, and then you need to meet your product requirements, and they follow your expectations in the Process of use, you know how they will evolve on their own, and then you can watch the fun.
Just as we have done a shake, a very small function, and then hundreds of millions of shaking occurs every day. We know that this consumes a lot of energy, so our next plan is to create an energy collector during shaking to collect the kinetic energy produced by shaking for power generation, then we donate it to the charity. Why are you so happy? Why do men waste so much biological energy every day, and many people are still doing useless work? In fact, he did not find any girl. Our background data shows that the success rate of this conversation is very low. We naturally think that there are countless men who are shaking and shaking, but there are still many women shaking there, do you know why they shake it? If you do not thoroughly study female psychology, you will lose half of your users. So our product manager is reading a book called "The Source of female". I recommend you read it too. Half of us are women.
Why do women shake it? In fact, many female students don't want to talk about it. Do any female students dare to talk about it?
(The answer below is to test the charm value .)
Xiao Long: very right. Here is an episode that reflects the product manager's ignorance of women. At that time, people nearby thought we would make female users suffer harassment. We are very sorry for them. We have this kind of sense of guilt. In order to make this function available, we are really sorry for these female users.
On the second day of the release, I quickly told our female colleagues whether many of them had harassed you and greeted you? Then, contrary to what I thought, they said that each of us was watching who received more greetings.
Therefore, we should never say that we know our users well, but this is not the case. Is there such vanity? Of course, our privacy is very good. She will receive greetings, but she will not be harassed. These are what we do well.
How can the product manager do this? That is, you must understand God's rules, learn to think like God, understand the user's psychology, and design a rule to guide him. And it's easy to know the laws of God. Let's see the first chapter of the Bible. We also need to use simple rules when making products. Only simple rules can evolve into a very complex event.
Therefore, I often disagree that in many products, there is no room for evolution at the very beginning for a complicated rule. We can see that many products, such as Twitter, are very simple, and their rules are as simple as you can, but such things are the most vital. If it takes me an hour to get the logic of a product plan, it is definitely not a good product.
Let's look at it again. The first point is the concept of Steve Jobs. Of course it was not invented by Steve Jobs. It was said by a previous hippie in the United States. We interpret it from another perspective. I added a sentence before it, which means we want to keep users hungry and make them stupid. It looks like a mocking user, right?
However, if you are working on a product, you do not have the confidence that you have grasped the user's needs, and you have no way to control the direction of each step of the product, then you cannot control this product, and it is out of control. As a product manager, on the one hand, it is necessary to maintain hunger and maintain a state of ignorance. But for our users, we need to find a way to know where their hunger and thirst are and where their internal needs are?
2. understanding users' internal needs requires insight into human nature
Buddha said that the human nature is greedy and crazy. Buddha said that all people are blind and unknown. Then the person who opens his eyes will see the bright man, the enlightened person is Buddha.
Ordinary people, he believes that there are three basic binding forces, so that people are not Buddha, but ordinary people, that is, greedy and crazy.
Greed is greed, jealousy is jealousy, and delusion is perseverance.
Then we need to gain insight into this point because our products produce stickiness to users, that is, to make users greedy for your products, generate tokens, and become crazy.
What psychology does the drill show for everyone? In fact, they all reflect these weaknesses of Human Nature. If there are all kinds of yellow diamond and green diamond, he will be greedy and want to upgrade. He will renew and compare them with others, he said that your drill is higher than mine, so I want to upgrade it. He will be crazy and feel that I must collect all the drills. We are not saying that all things need to be drilled or something like this. Even a product with good experience, like an apple mobile phone, it will make such appeal to users, this is a common weakness of human nature.
So when we are building a product, we are studying human nature, not the logic of a product. There is no good research on the logic itself, and developers may be more familiar with it. The technology is to meet the needs and improve the product experience.
The most important thing is why your product is like this, not that, and finally the analysis of human nature. This is not to say that some of our products need human nature. If we shake it, we need human nature. Other products do not need it? This is not the case. All products require human research. Why is there a white iPhone? Why is there only two colors for the iPhone? You can ask questions about every good product, so it is certainly from the perspective of human nature, rather than for other reasons. So Steve Jobs once said a word, and the reporter asked him: Are there a lot of user research behind the launch of new products? Or are there other ways to know what products we should do? Steve Jobs said we don't need to do research, and we don't need to look at the statistics, but we know what the user needs. This is not to say that you ask 10 thousand users, but that you have an insight into the hearts of the people or some eager insights in the hearts of the people. Then you will know.
Iii. Core of product experience
What is the product experience? We often think about this problem! In the end, what is a word? Great! Two words? Fun!
In fact, if we ask why users like to use it? No one will tell you that it can help you save money or send text messages conveniently. Instead, they will not. They will tell you that this thing is fun or helpful. This is beyond your expectation. You may think that we were doing a function and a communication tool, but the user did not think so. The user's focus is different from what you see. You are desperately telling him that I helped you solve the communication problem. The user said that this is not my concern. If such a large deviation occurs, it will be very troublesome. There is an inner call behind every functional requirement. In short, to do a good job in products, you must understand human nature!
Once I was in a party, there were several girls in this party. I told this girl that you installed one. What did they say about installation? I said that I could send text messages for free, send pictures, and save the money for mms. I could also speak directly without even typing. None of these girls are interested. It's strange to look at me. Why should I use this. Then I showed them a demonstration. You see there are a lot of beautiful women nearby. I can say hello to them directly. These people immediately put their eyes open and take out their mobile phones one by one to help them install them. I was shocked at the time, and these two differences would be so big. I admit that I knew too little about people at the time, but the real result is like this.
4. After reading the 360 message, I will be lucky.
Therefore, when our competitor 360 made a "message", their positioning was very clear, because they were very good at grasping the needs of such users and felt that the more real the product, if you have an affordable product, you will enjoy it. As a matter of fact, many products have been so successful before, so they also follow this idea to say that I saved the SMS fee for you and can be integrated together. After reading it, I will be fond of it. N words are omitted here ......
5. Weibo user Dynamics
So what is the essence of our products to find the essence of users' psychological needs?
Let's take Weibo as an example and analyze it again. What do users do on Weibo? The reason why a user posts a microblog is to show off, because he is afraid of being alone, not a group profit, but is used to catch up with others. As you may understand earlier, it will be hard to understand the "sense of pursuit. What are you doing on Weibo?
Few people can do this. When you write a sentence, the audience in your head will see that you will write something for them, and you will build your own image, you will think that after I write this sentence, if someone else sees my image and changes in the direction I want. You will see a person falling in love with you, or send you a private message. You will be very concerned about it immediately.
In fact, Weibo is a place to build another self and build a self. It is like building a self-image through various behaviors in our daily lives. There are a lot of people's heart defects in it. A powerful person does not need to write Weibo. Now, how do you feel when you play Weibo? Have fans increased? How many people have forwarded the message? Is comment favorable or unfavorable to you?
Weibo is a very interesting topic. When we write our own microblog, you can observe your own movements and find it interesting. Why can't I do it to myself? Because no one writes so many diaries, it is just talking to themselves. Once there is a group of people, it is not talking to themselves, it is very difficult.
If Weibo users cannot thoroughly analyze why Weibo users write Weibo, then we are doing products on a superficial level. Similarly, no matter what products we make, if we don't go deep into the user's heart and clearly understand the nature, the products we make will be superficial. You can think about them again ......