From product ideas to product concepts

This article, which is still part of the training record "http://www.aliyun.com/zixun/aggregation/12909.html"> Customer Requirements Driven Product Definition and Planning, shares the early stages of the product process: This It is a process of determining the direction (product idea) and discovering a potential solution (product concept) from the problem, which is mainly divided into the following three steps.

First, find the direction, found that product innovation.

This process is what I mentioned in the previous training product manager feel the game, we review the main question:

1. The target customer (who)

2. Living work scene (under what circumstances)

3. The user's challenge / needs (encountered any problems)

4. Product concept presentation (what creative solution)

5. User + new product scenario (customer benefits)

Here, we have some tools to help people tell the story, it's easy, get a bunch of useless old pictorials, torn them up, and find pictures that answer the five questions above, each one of them More. When you find it, stick them on a piece of white paper and tell the story to future product stakeholders to see if everyone has the feeling that if everyone is high, the creative ideas pass.

Here is a group of our training in the product, with a quarter hour to find the product ideas, as shown below.

Pictorial aid creative practice

This product idea is "smart longevity lock" because we have two young parents in my group. When I was organizing a team discussion, I asked everyone what makes you headaches in daily life. They all mentioned their own child. Therefore, we have given the following five questions:

1. The target customer appearance: children 3 to 5-year-old white-collar workers, the picture did not find a more suitable, only a young father holding a baby.

2. Life Work Scene: When we went out to play with children, we found pictures of the beach and Disney.

3. The user's challenge / demand: Because of the many people, the environment is new, more sudden time and other factors, the child's safety time scared, posted a picture of the streets, beaches ... ....

4. The concept of product presentation: Intelligent life lock, the concept car's picture expresses the "high technology" this key word, the ring expresses the "fashion" key words. Possible functions are "super-distance alarm, crying alarm" and so on.

5. User + new product scene: parents feel at ease, with the family enjoyable meal scene; children happy, the product is very beautiful, the children also like it, with a smiling little angel.

The time is short, the above description is certainly not perfect, but this way we have a few on the line. When you tell others about it, if you hear everyone say, "How much are you going to sell?", "Is it something that has been used already?" And, fly.

There is also a group of good examples, but also to share, we can try to tell the story in accordance with the above rules:

Product Ideas - Make a Book. Offline bookstore to see the physical book, use the phone to shoot bar codes, know the evaluation, price and other information, you can order directly through the phone, physical bookstore into experience shop.

Second, user interviews to verify product ideas.

The above step, we just find the way through the yy, then, we have to verify the user there. Still with the "smart lock" as an example, through a series of questions and comments, we understand this process.

Pre-screening issues to prevent spending more energy on non-target users, you can ask when you call: Do you have any children? How old is the child? Often take him / her to go out? At the same time feel the other communication skills, with the degree of ...

About to target users, there are a series of problems waiting for him, the following examples can be used as a template, of course, face to face when asked should be colloquial.

Please tell me the funny story of your trip with your child. (Aroused interest and create a relaxed atmosphere)

Please describe a trip, your child is worried about several situations. (Feel the user's pain, partial subjective)

What did you do when you last taken your child out? After going out how to prevent dangerous? (Found how to do it now, partial view)

What do you want to do if you are going to solve your own safety problem? (Fully expandable)

If we have a XXX, what do you want it to do? (This is throwing product ideas, be careful, do not take the user to the ditch, the latter may choose to introduce the features you envision, test the user reflects, ask willing to pay the price ......)

You also want to discuss what related issues, we did not involve? (I did not expect the extra to allow users to help)

Ok, this is the first time I've contacted users. According to my classification of user research methods in "Everyone is a product manager," this is "qualitatively speaking" and all are "open, non-guided" We should try our best to meet the needs of customers, listen to customers, truthfully record, do not filter and understand.

The cross-sectoral engagement of this step is crucial so that there is an "early consensus" that will facilitate subsequent product advancements.

Third, to determine the direction of product design concepts

Take the original information collected in the previous step and fully understand and visualize it as the key point of "sound / graphic / story", that is, the user's needs are often manifested as specific problems. For example, you may hear "Park crowded when buying tickets, crowded, children are only two meters away from you are not assured," this is a good picture.

Abstraction of the picture into the key words, for the "smart life lock", there may be "crowded, crowded, distance, crying ... ...".

Think to get the solution to these key words, you can open to think, this time not afraid of more afraid of leakage. Usually we can find a whiteboard, everyone sticks to the top notes.

Summarize solution notes into groups that summarize product requirements, summarize them over and over, and abstract them up and down, for example, until the "sense of security" in Maslow's hierarchy of needs is abstracted.

The product demand down to the visualization of product features, pay attention to this "first after the analysis of the" process, the final export of the aforementioned "ultra-range alarm", this time, we got the first thing to do - the product concept.

In my book, there is no strict distinction between product requirements and product features, and I recently realized that product requirements can be used to express the concept of abstract user needs, and product features that we really want to do that thing, you can use A "V" to visualize the expression, the writing process of three points, the first point is the user needs, the second point is the product demand, the third point is the product features.

Then again, it's crucial to take the Demo to give users a try and get feedback, a process that can be repeated many times with constant VVVV (thanks to the sharing of a light master). This is also the process of developing a core customer that can develop a group of users as co-designers of outsourcing. Once again recognized, it enters the product definition phase, which is referred to in Section 2.3.2 of my book, "Do DNA Testing on Demand."

Source: http://iamsujie.com/1000/1016/