How to create a successful product

The successful match between the product and the user's needs has laid a solid foundation for the success of the product. However, if this theory is too theoretical, then actually it is very difficult to do so.

Product survival lies in the user's needs, and we will seize the user's needs, and then to plan and design a product accordingly. The user's needs reflected in his want to buy a TV, a dress, and even refined to an item, a very small part of life. Of course, the premise is that this demand can be met through technical means.

In general, real-world needs are generally more convenient if they are met through the Internet, and the costs of implementation are lower, but there are some risks that can not be ruled out, such as the very widespread hacking. The product staff to design a product, there are roughly two ideas: one is the inconvenience in the user's life, hoping to use Internet technology can better solve; the other is the user in fact, there is no demand in their own life , Or that this demand is not high in terms of strength or breadth, the product staff envisioned that developing a product would make people's lives better. In terms of probability of success, of course, the former is higher. A major feature of the Internet lies in sharing, unpaid behavior among users, and products play a role in this platform. So it created a phenomenon, the product is very difficult for user charges (China is particularly serious). The usual business model is that the product is free to use, and then drives up advertising revenue by accumulating the user base so there is no chance of profitability until the product reaches a sufficient level of users. We can not say that the profitability of the revenue is proportional to the amount of users, but it can be generally said that the product's success rate is proportional to the number of users. In the final analysis, hidden in the product market demand has to be large enough.

The starting point for users to select products is user motivation, take the user to find this demand for restaurant, for example, the basic needs of users is looking for places to eat. Some users heard from friends around me there is a very good hotel, so I thought of online to see how this hotel evaluation. His demand at this time is the customer evaluation of the hotel, the target product to meet the demand is public comment, and other factors such as price or distance becomes less important. This situation is also often happen to people who travel to the body, to an unfamiliar environment, not familiar with the surrounding restaurants, you need to go to the site to see how the surrounding restaurant evaluation, easy to make a choice. Some people in a strange place temporarily decided to invite friends to eat, and time is more urgent, just want to find a place to eat nearby, this time directly out of Baidu map to see what to eat nearby is very convenient, this The situation often occurs in the crowd of business travelers, out of business cooperation needs. Some people, they have no goals, want to eat but do not know what to eat, this time come up with apples shook this application, let the application recommend a business to him, and then go with the attitude of trying to go.

Product planning has a very important job is the user application scenario, to put it plainly is the user what time to use your product features or view what content, which will involve the role, time, place and other factors. Although I mentioned above, there will be a large overlap between the functions of several applications, but these applications still have their own audiences, or they may be the same audience but the user has chosen under different scenarios and different motives Different products. The same needs, to meet the different ways, I said in a blog post also expressed the opinion that when the two products function or content can meet the needs of users when the user has a different choice , The key lies in the difference between the initial motivation, of course, may also be related to the user habits. Mentioning user habits, which involves the product sooner or later, as early as the product appears to be easy to attract some users, which can be considered a means to improve the threshold of product competition. User motivation, should be considered the source of the user to select the product, cut into the source, and then provide the necessary functions to meet, shorten the user to achieve the goal of the path, which is the product design ideas.

The above said, different people, in different scenarios, the needs of users is different. Nowadays, the industry advocates a product concept that is extremely simple and simple, positioning the demand more accurately and maximizing the core functions. But sadly, when you find your product is simple, the profit margin will be correspondingly smaller. For a product, it is certainly the hope that the more audiences the better, so the market is wide enough, but the result is that the product structure is bound to become more and more complex. However, after all, the function of the strength of the points, either from the visual or from the layout of the page, the obvious degree of certain functions will certainly be higher, without cutting off the function of the premise, the product structure will those who use frequency The hidden feature of the low-level functionality is that the underlying rationale behind this approach is when the user needs a feature to find it. Users choose a product because of its core features, in addition to the core features other products, there are additional functions such as accessibility. Although the product has many functions, the user may use only a few of them. Some products divide the function into the same level in the space dimension, but this function only has more functions if the product function is still relatively small Certainly not applicable. The complexity of the product or not there is no fixed measure, the key still lies in the accuracy of the demand control, the commercial value of this demand can support the company's development. And product designers to understand a truth, people are ever-changing animals, everyone has no difference, the product will never be allowed to all the needs of users. So we can only look for a demand point that many users have, in order to ensure that the product has a large enough audience.

I wonder if we have such feelings, some products feel good after use, the solution to some problems in life is also more convenient. Product staff may try out some new products due to personal curiosity or professional needs, but this is mostly a job need rather than an own need. After a period of experience, lost the meaning of the work, naturally returned to the perspective of a user, this time found himself in fact simply do not use this product, if no one reminded even forget it. If a product-oriented audience is not their own words, it is understandable that, for example, medical websites are mainly for medical workers, but they are not practitioners in the field of medicine, but in many cases they are product-oriented audiences. The emergence of the Internet to make people's lives more colorful, more beautiful, as we find it harder and harder to find the user's needs, to create something that makes life better is also very good. But only when the user feels the product is really convenient, really did bring their own lives a great benefit, he will feel the value of the product.

Product staff in the work always want to play two roles, one is the user, one is the product designer. As a user we will have their own needs, as a product designer we are to design a good product to meet the user. This time, product staff will treat themselves as a user, from the user's point of view to design the functional point of the product. Requirements for the implementation of the product, the need to subdivide the needs of users into each function point, and then connect each function point into a line from beginning to end to meet the needs of users. Perhaps as a product designer will feel their product is great, but as a user, but feel the need to use, you have to admit, the Internet has indeed brought many benefits, but in terms of time to feel the benefits of this time Internet products are not as fast as they are and their effects are so obvious. And many of the benefits of Internet products are mental, so Internet products are not as good as the ones that customers are willing to pay for the use of their products.

Mining user needs to be traced back to user psychology. In everyday life, we know that friends around us may do something because of impulse. Products will only become the carrier of people's emotional expression, but the production of emotion needs a very important bedding, and this kind of emotion often can not be met by chance. If you use a product only because of their own moment, the moment of emotional experience, the probability of success is bound to be very low, the product is caught by the user that kind of emotion is particularly low frequency of occurrence, the second a lot of privacy More heavy users are not willing to express on the Internet, even if the corresponding emotions are not willing to pin on the Internet. There is no particular reason, just because of people's subjective concerns and individual personality. The deeper the product's demand for user's emotionalization, the higher the threshold the user accepts.

People are uncertain animals, many times they themselves do not understand what they want. Perhaps you will say that the product can be accurately recommended, but the precise recommendation based on two very important basis for the first data to be large enough, the second your company should have good technical strength. Even if the second is satisfied, but to achieve the second is really not easy, the accumulation of data is a very long process, the cost of obtaining the data will not be low. Precision recommendation is the vision of many products, but must be started step by step. Before a product can not be accurately recommended, users experience inevitably will be unsatisfactory, the product also need to ensure that users do not give up in the process of using the product, because once abandoned it means that you have lost the data source, that is, accurate recommended basis.

The success of the product with the direction, but the product can not be too fancy and forget the user needs. Web site navigation to take this product, in the final analysis site navigation is convenient for people to enter some of their commonly used sites, a key to reach, eliminating the trouble of searching. At the beginning of the most simple site navigation, is to bring together some of the largest traffic website, and slowly according to the user's clicks and access records and other data, the user's most commonly used site on the most obvious location, according to the site traffic indicators Factors to change the location of the navigation site, will allow users to set up their own. The biggest advantage of web navigation products is the value of the Internet portal. I see some web site navigation in order to avoid competition, take the road to differentiation, the web site navigation interface to do very cool, all kinds of web site is very small, but also requires users to navigate the station constantly to switch pages. Cool product is great, but if it is purely for formal cool, resulting in poor ease of use, you will outweigh the benefits. Users into the site navigation, is to facilitate access to his target site, not to find the site, so do not allow users to have too many operations, extending the user access to the target site's path, the navigation station will lose its value. With the development of products is bound to be more and more complex, but this complex purpose is to reduce the user's operating costs through technical means, do not let the user feel complicated at the operational level. The reason why some products have higher thresholds is that users need to do too many things, such as uploading content, filling in many forms, etc. Of course, I do not mean that the product should not have such a function, To try to reduce the user's operating costs in some ways.

We often talk about the importance of user experience, user experience is mainly reflected in the product level of detail, compared to two products, only the gap between the user experience is large enough to be reflected, but also with the user's frequency of use, the higher the frequency of use Feel the user experience is more obvious. User experience is a deep-seated competition between products. When the product resources vary greatly, it is hard to rely on the user experience to open up the gap. Taking a news website, the main purpose of a user on a news website is to watch the news. Therefore, this When someone's news more authoritative, faster update has become a necessary factor for the user to choose who. Even the best user experience, content updates are not timely, there are major drawbacks, but also difficult to win the user. Although the Internet products, but for some products, the user experience is not only in the operation of the site interface, but also reflected in the offline service, the most obvious representative is the e-commerce site, and in the case of price equality, The reason why users choose Jingdong lies in its fast delivery speed. Valentine's Day, her boyfriend to send chocolate to his girlfriend, even if the experience is not good fast bag site, the user still choose fast bags because of his distribution within an hour speed, because the user's need for chocolate is very urgent. So user experience competition is also hierarchical, what exactly to fight the user experience with the product features and services provided also have a great relationship. If your product-oriented areas already have leaders or pioneers, and your products are not very innovative, you can only rely on the user experience to win the words. This situation, we must look for those users to use very high frequency of products to go beyond. Recently the product is often used to look at Mito, in fact, the Windows system itself has a picture viewer, but the reason why Mito also so popular is because of its excellent user experience, there are some functional Advantages, such as opening the picture format more, in order to win the user.

Product positioning, we can according to different dimensions of the user is divided into different groups of people, and positioning a very important job is to define the product's audience. The same product for different people, the results may be different. Maybe your product is unsuccessful for a particular group of people, but when you change or change a few small features in the product, you're going to be successful in another group. Every user group has its own characteristics. If you advertise an online game to an entrepreneur group, the probability of success may be much smaller. Although they have money, they do not have time and may not be interested in yet, Student groups will be much higher user volume. We can not deny that a user group is not its own users, only a small proportion of the target users in this user base.

Although the value of the product, but the size of the value need to be considered, and the value of the outbreak at what time it requires the product's own efforts, including promotion, promotion and so on. This is to mention that product promotion, publicity can be understood as a one-way product promotion, hope that users can accept the product, the use of products, in some ways to increase awareness of the user to use the product, but the user can accept depends on them Myself The success of Internet products are boiled up, this boil behind the user awareness training and product orientation, maybe the product just a few years out and not many users, but after a few years after the cultivation of a number of seeds Users, the number of users of the product will be more and more, and gradually there will be a success. The cultivation of users, which is mixed with people's popular psychology and mutual recommendation and the acquisition of the spiritual or material rewards, etc., so different ways of promoting products will be different.

Finally, Tucao just updated V5 Sina microblogging version, the new version just on the line, drew everyone's Tucao, including some people in the industry are critical of the attitude. Most dissatisfied with us is that the layout of the content increased, the advertising margin increased. But in fact, I think microblogging product manager is certainly not eat dry food, for everyone said that they certainly understand, but the reason why we still have to do so, mostly due to commercial pressure, the product is always to be profitable . In fact, it is hard to strike a perfect balance between user needs and commercialization. Sometimes we really need to commercialize some of them. Of course, this will cause the user's objectionableness. Therefore, we must monitor the number of disgusted users and the changes of users' behaviors. According to user feedback to decide whether to adjust. In the case of Weibo, from my personal observation, although some of the people I'm interested in scold weibo, they still have not reduced the frequency of using Weibo. Products to attract users because of its return to the user, and perhaps your product in the interface operation and function of another user offensive, and pushed some users do not want the content, but if the user wants the return is not lost , They still will stay. In the case of microblogging, the main reason that celebrities use microblogging is to promote their own image. Even if some of the new features of the microblogging make them disgusting, they should not give up the microblogging as long as the effect of the publicity is still maintained . There are many reasons for users to choose products or to give up products. Each person's reasons may also be different. Product revision may cause users to lose one reason, but as long as the most important reason for user selection is still exist, the user gives up products The probability will be small, but the activity may be reduced.

This article echoes did not expect to write many aspects of the product, but all aspects of the discussion is not meticulous enough, many of which I believe product colleagues know, but I write it out.