Product analysis

There are many product analysis framework and methods on the Internet, each product or long or short, or professional or amateur analysis articles everywhere. But I don't know where to start when I actually write? As a product rookie, this is normal, can do is to see more, think more, practice more. At the beginning can refer to other people's routines, according to other people's general thinking of their own thinking, and then do a summary, and gradually can be used freely, and can evolve their own set of methods. In fact, it is a process of imitation to innovation.

Recently also tried to do some product analysis, relatively shallow, insignificant. But there are some experiences in the process, summarized as follows.

The most popular analysis methods on the Internet usually include the following six elements: product positioning, functional analysis, experience analysis, competition analysis, SWOT analysis, profit model analysis. Not difficult to distinguish, six elements of the first three are for the product itself, the latter three are for the market. At present, my analysis focuses on the product itself, market analysis is temporarily ignored.

From the frame of "user experience five layer model", the product orientation, function analysis and experience analysis correspond to the strategy layer, scope layer and structure layer. Why ignore the higher frame layer and the presentation layer? I guess because these two layers mainly involve the product element position, shape, color and so on, the common user's understanding usually stays at the perceptual level, the analysis behind the logic needs to have certain design science, the Psychology Foundation. The usual product analysis can be done at a structural level and, if necessary, may be included in the experiential analysis.

Product positioning

First, product positioning. It looks very simple, but as a rookie to accurately say a product positioning is actually difficult. I have a way here: First, determine the general categories of products, such as information, life services, written and so on; then make a list of the same products you know; then compare the target product with the other product and differentiate it from the different points of their function or content. For example, when I was analyzing the "one" product, I initially positioned it as an application of the information reading class, which was obviously a very coarse location. Then listed the same type of other applications: There are news portal applications such as NetEase news, there are information subscription applications such as fresh fruit, there are subdivision areas of recommended applications such as a moment, 36Kr. What is the difference between "one" and these products? In form, it publishes content on a daily basis, including articles, questions and answers, three themes, articles and things, both of which are quite literary and artistic, and all content is aimed at the youth group. Therefore, the "one" could be positioned as an electronic publication targeted at literary and artistic youth.

Functional analysis

Besides, product function analysis. Functional analysis can easily fall into two traps: one is to pick the wrong mode, that is, to take the product, to find out the shortcomings of each function, mistakenly think that functional analysis is to find the function of the fault; the second is the divergent mode, for a function, endless divergence, feel the need to add this plus that. How to avoid these two traps? You can again take the "user experience five layer model" to say things. It is clear that we are at the scope level and that the scope is above the strategic level, and the goal is to determine what functionality the product needs to achieve its strategic objectives. Therefore, the function is determined by the strategic level's user demand and the enterprise goal, we should also start from these two aspects when thinking.

This statement is still relatively empty, what should be done specifically? My practice is to first classify the product as Process class, function class, information class. Process class refers to the process of using a product, usually through a certain flow, such as where to go net, Taobao and so on; functional products focus on providing users with some functions, but there is no fixed process, such as micro-letter, impression notes, etc. information refers to the core of the product is content, such as NetEase news, a moment and so on. This classification is for subsequent decomposition processes, with different types of decomposition methods. For example, in the analysis of the cat's eye movie, it is a typical process class application, first of all, the user's use process decomposition for the needs (want to see the film)-> into (with the cat's eye)-> decision (Buy tickets)-> consumption (go to the movie theater)-> consumption (back to the cat's eye comments) several stages. Then, the function of the product to the various stages, analysis of the various stages of the function is sufficient to support the user at this stage of the behavior, which stages of the function is relatively weak ... There will be no mistakes, no wild imagination. For example, the analysis of functional products "impression notes", the decomposition of different ways. First of all, think of the three functional modules: note generation, note management, note sharing. Note Generation also includes the source (third party into, their own records) and form (text, voice, pictures), note management, including the search, edit, classification ... It is easy to analyze this frame to compare with the existing function of the product.

Experience Analysis

Finally, experience analysis. The focus of this process is the interactive experience, and the experience really depends on you to experience. The factors that affect the interactive experience are how you know, how you do it, and how the product reacts. Before the experience, first a few sets of complete product use process. For example, "Cat's Eye movie" can be "buy a night around seven o'clock" XXX "3D movie ticket, to choose a seat", can be "buy two XX Cinema movie tickets" and so on. Then go to the product to complete these processes, in the process of doing each step to consider the following questions: To complete my operation, how do I know how to do? Is it convenient to operate and is it in line with the usual habits? Did you get what I expected when I finished the operation? After this series of operations and thinking, you will naturally find the product in the interactive experience of the problem.