Product manager to be careful, the heart of care, be careful!

Lead: Zhou Hongyi made in their own products, there are many experiences. One of the points is, Zhou Hongyi feel hardworking, responsible for themselves, responsible for their own products, is the basic premise of a product manager.

When I first came, the host of the conference told me that many of today's exchangers are designers and product managers. It is said that there are 50 executives in the company. I hope to have a communication with you today. Many executives In fact, I actually have a suggestion, in the past this company is particularly clear division of labor, it seems to become a product into a production line, someone responsible for the planning, called the product manager, someone responsible for the implementation of the project, called the project manager, as well as specialized UE , I later did not figure out how to distinguish UX and UE, there was a big company told me a long time, UX is the user experience, UE do UED, points very fine, I listened for a long time, these two roles at least from my practice Career, I think it is difficult to distinguish, and finally there may be responsible for doing research and development, responsible for product planning, using the code stack.

I am also very much opposed to being in a company today. Many people regard designers as a kind of art workers. They say that the designers' products are well done. You give me a little beautification, polish, color and look at the colors Pixels, designers themselves should become product managers.

I have a few personal experiences, not because of how successful I am, but because I was once the biggest loser, I made a very huge user experience mistakes, and even being swallowed by others, we see I have Investing and participating in successful products, it is because you do not see there are many unsuccessful features behind, unsuccessful products, not everyone's attention and remember. So there is a lot of experience and lessons, and I've summed up a few simple ideas that are just a few "heart" words:

One is the simplest to say, it is intentional

Many people laugh, we do things do not mind it? Many people originally in the company is just a screw, many times to do the product, really doing for themselves, or do you think in the implementation of the boss's purpose, or executive orders, really intentions? ?

If you think of yourself as too small and look at yourself as a working person, you are such a level and mind that you can not become a product manager who can really make a product, so I hope if you listen to me Experience, go back to work in the company, do not mind the company is not your own, you come up with a little entrepreneurial spirit. Many people say I am not an entrepreneur, why do I need entrepreneurial spirit, do not have to do your own company can do a product? In fact, other people spend the boss's money on the platform, spend the company's resources, can not do Company tuition fees, if we can not fully mobilize themselves, want to do a product to the extreme, so that this product is successful in the market, to their own accumulation, whether prestige, whether it is to accumulate contacts, more is the accumulation of experience lesson. Could you go out from the company today to take a sum of money, to do a company yourself, do you really feel that your ability to make products has improved? I told the product manager, you have a big heart, to this product Responsible, to think of this product as your own product, I think everyone has potential, I often give employees give an example, a lot of employees, many product managers do products, can pick a lot of problems, but he also To fulfill his job responsibilities, just rely on the job responsibilities is difficult to become a good product manager.

Ladies and Gentlemen, I know it is hard to buy a house in Beijing. Of course it is a bit of a chance to come to 360. I can tell you that I have been a company for so many years and have finally found a lot of my colleagues to buy a small house. After that, they have become decoration experts. Expert, toilet expert, why? Because this is his house, he spends a lot of time every day online search, every day to the building materials city and sell building materials people wits, as long as the decoration out of their own home spirit, an outsider can become a tile expert Bath expert, there is no reason not to become a product expert. Many people have asked me, first of all, I am going to talk about the intention of everyone who feels that I am hypocritical. Even if you think I have some experience on the product, I can honestly say that every time I make a new product, I do not give any advice That three-minute inspiration, I also spend a lot of time to see peer stuff, go to the forum to see user comments, spend a long time with this product, each product is to make painstaking efforts, and sometimes feel like a product like a mother in October pregnancy Born a child, even if you successfully raise three children, the fourth child not ten months, three months born, is it possible? Or go through the painful ten months of gestation process, I feel hard to myself Responsible, responsible for the products they make, is the basic premise of a product manager.

Although your title in the company is not high, position is not high, the product manager is the most aggrieved, because he has the lowest title, often to coordinate a lot of people, to endure the tyranny of the technical department, to tolerate different aspects of the company executives give him almost contradictory Sometimes even having to endure some of the so-called idiots' instructions to him and often coordinate different departments within the company, including markets, to spread it. But I think the product manager is the general manager, we should treat ourselves as a general manager, it is necessary to pass through the public, but you have the courage to speak, to express their wishes, to dare to say no to some of the opinions, to be able to courage to promote The progress of many things, even if very difficult.

So if a person goes through a lot of ups and downs in the company, and finally can push a product forward, it does not mean that you must pass a title. I think the product manager is the general manager and can do it for a second. Congratulations, one day You go to start a business, found that those startup companies in the United States, in fact, did not have the title of product manager, the main programmer is the product manager. In other words, a good product manager, if you want to start a business, want to have their own business, want to have their own business, if you can not be a good product manager, frankly hard to become a product manager is the most important The premise.

The second is to heart

I just finished a big self, more self, dare to take responsibility, the heart is the heart of self, selfless, no me, we do products no matter how good technology to sell to users, how good the design feel cool to the user Design, in fact, have to grasp a theory, all user experience, what is the user experience, why not call the product manager experience, not called the boss user experience, because all the experience from the user point of view, from the user point of view the product, you feel good Product users do not necessarily buy, the reasons for users to choose a product with industry experts choose a product, sometimes very different. Users choose a product, sometimes very simple, how to learn to think from a user's point of view, I think for many people, speaking of a very simple matter, but in fact very difficult to achieve. Because everyone regardless of unsuccessful, with their own experience, experience improvement, what is the most talked about by everyone? In my opinion, I think, I think we too much self, a lot of time to do the product is Do it for yourself.

When we talk about the product very often, when we are in heated debates, the parties to the debate may not stand at the user's point of view. They are fiercely thinking that they are right and that the other side is wrong. How to make oneself heart-centered, there are many such words in psychology, empathy, from the user point of view to consider the issue, which for many people is not a problem of capacity, but also a state of mind. It turned out that I have a word, I educate a lot of people in the company, like a white user to think, think over the conclusion, like experts to take action. Many people turn upside down, think like an expert, and act like an idiot.

Zhang Xiaolong, the person in charge of the recent WeChat product, put his point of view in line with what I said a few years ago. I was in charge of this topic three years ago. The big truth is the same. Idiot's going into an idiot or entering a fool Mode, each of you have a button, you can quickly enter the fool mode, I often discuss the product in the company, I challenge a product manager, but also because I can be so many years by the user scolded much, often to the first Line to see the user's post, do the customer service in Weibo, this is not to show, in order to maintain the true grasp of the user's idea, my favorite magazine is not industry high-end magazines, similar to computer fans, computer enthusiasts, computer software, stalls On the sale of low-cost users in the popular magazine, there is a ridiculous article above, such a simple feature has long been used, why write an article education users, it is the user really do not know how to use.

Through continuous experience, I developed a kind of experience, my men make a software, when I use it, I am whatever the outcome is a programmer background, also done so many years of technology and products, a function of more than two Mouse found, rare to live with me? Or a button writing is very obscure, I read it, I would like to understand a little brains, but I have a second idiot in my mind, I play a role , If I can see what things to use without thinking, I think this product is very smooth, but suddenly I startled a moment, we do not laugh at me, and sometimes my hands-designed products, the design is finished, when I use , I was schizophrenic, a Zhou Hongyi design, but another idiot Zhou Hongyi began to use, how do you feel awkward, these few words look, I entered the white state, how do I do not understand these few What does the word mean, I will tell the product manager immediately, this experience is a problem.

I do the product, at least half of the inspiration from the user that does not mean that the user will tell you exactly how a product should be done, which can not directly ask the user, the user's specific needs, a case can not listen to demand, it will be led by the user With the nose go, the user needs the same reason, put yourself in the user scenarios, why users think so, why users complain, the root cause of this complaint is, you will find that you want a better product, here Will have many problems, consciously and unconsciously, doing doing according to their own ideas, starting from the user's thinking mode, continue to have the belligerent in the heart, constantly self-challenge, the user experience to find the best feeling.

I always emphasize the user experience, all the experience is from the user, as our industry experts, especially you most likely to make a mistake, because you have mixed in the industry, and often participate in industry forums, the results of peer discussion The problem, often counterparts to strengthen, you tell a truth, peers must agree that you make a product, colleagues must feel very agree. However, in China, it is often a product that is recognized by high-end people. Sometimes it is often difficult to agree that a large number of middle-and-low-end people in China, as we often say, do not agree. There is often a huge gap in the Internet in China, In the high-end users and real mainstream users, who can cross this gap, that is, who can from the user point of view.

Third, be careful everywhere

Many people think that when the company is working, improving the user experience when it's time for a product seminar, and when it's time for work or nothing, it does not matter to me. It's hard to become a good product manager. The product experience is everywhere and everything is a product experience. Such as entering a hotel such as an airliner, an entire boarding process, an airport security checkup process, the worst user experience, and unfortunately a broken leg and crutches to the hospital, of course, many modern hospitals have improved , But the traditional hospital process, never know where the first set price, and then to pay, filming, let you run upstairs and down a lot of back and forth, including the famous joke in Beijing Xizhimen bridge, all drivers will feel that Into the jungle will get lost. If you have been to the United States, the United States signs and signs in China, China's street signs are always waiting for you to see clearly, congratulations on the road you have been wrong or you have realized that this is an exit, but the United States street sign in your away from there Remind you when you are away.

Experience in everyday life everywhere, if you can be attentive, consider themselves as a complaining user, but to raise it one level, after complaining, why do you complain, how to improve this thing, and thus as a mind Gymnastics, if I am a road designer, if I come to design a hospital, if I come to design a remote control, a mobile phone for everyone, a car key, there will be too many experiences to do bad things inside, but you To think about the process, I think it is a sense of enhancing their own experience.

Industry experts tend to have industry misunderstandings, because too familiar in this industry, the aesthetic fatigue, has formed inertia thinking, sometimes a white user, impatient, very cranky, think of restaurants to eat, find flies in the food, How do you feel, then jumped up, can not wait to jump right in your industry, the user with your product error, you will not agree, this is a big deal, not on the wrong program, you re-weight Do not have to load it again.

When you buy a car, you do not understand the car, it will listen to the salesman, you may not care about what the car is a screw, but to your own product, you are anxious to put your technical details All show to the user, regardless of the user does not understand. A lot of people buy appliances, appliances really understand the technology? A lot of people look good because of home appliances, or field salesman flirting, the color TV to buy home, bought a lot of features to go home, Or the volume keys, switch and channel keys, most of the keys on the remote control have touched it? The TV must have the function of watching photos, you insert the SD card inside it, if you plug in once Will know that this function is not designed for people.

I sometimes say that many functions do look like pumping type function, that you did not do it, you do, this function has, function can accomplish the task, that you do it, the user is difficult to use, But in your own field, the product is what you do, you know the details, you know the process, you will never scold, you will feel that your child is doing well, the user will not use, we have developed a 21 days to learn to use the book what, we may not rely on training companies can produce an industry again, repair cell phones today to make money than selling mobile phones, this joke knows.

Why encourage everyone in everyday life, not familiar with the areas of attention, which is to find the user experience, develop a very good opportunity to empathy. If in daily life, not only in the few hours of work, or meeting that tens of minutes, can make themselves ubiquitous in a white user mode, allowing yourself to find in the constant life Bad experience, some people complain in Weibo, spotlights is not good, this detail really pay attention, everywhere to pay attention to experience. A good poet in the past is not every day in the room to see the Tang poetry three hundred copies can be written according to the great poem, he has a son of a son, with the mind, everywhere, travel mountains and rivers, and friends drinking, like Li Bai , To have this inspiration, many products inspired by the product. It is said that before Apple designers to Apple, the coolest product design is the toilet, many people find it very strange, how to design Apple is a person who designs the toilet, do not you think there is a common inspiration on white?