Product managers, please speak English!

Now the product manager, if there are years of work experience, I found that there will be a phenomenon, that is, "no words." For example, one of our products has a function, the name is called "Let the photos fly." I asked the product manager what is this thing? He said he could upload his phone photos to the computer. I asked: why can't you just say it? Why do we have to let the user think again?

My point of view, regardless of product name or function name, the best is at a glance, so that people can see at a glance to understand what the problem is solved, do not move the brain.

Everyone has a mindset, thinking that they know everyone knows, they will be everyone. But that is not the case. I once attended a meeting, next to a lady. Open the laptop, the desktop is 360 secure desktop. When I looked at her 360 product, I asked her if she had any questions for me. She replied that there were too many files on the computer desktop to find trouble. I say, 360 security desktop has "desktop finishing" this function AH. I was on her computer a little, 360 secure desktop sorted the files on her desktop. She was surprised and I asked her, "You never clicked on this?" she said, as unfamiliar, so never clicked.

The product Manager may find it strange: No, people are curious, the new button is supposed to be what, have to click to see. People have a strong sense of self, see the problem is from a personal point of view, are all with personal emotions. Whether you like a thing or not, is your own likes and dislikes at work. However, you like not to represent users like, your needs are not representative of the needs of users.

Therefore, I suggest to learn to get rid of the egotistical, less from the personal point of view, and really stand in the user's perspective to see the problem.

I myself have a lot of failure cases. In the 90 's, I thought of course I did an encrypted email, and this product hasn't been popular yet. The reason is that it is too hard to decrypt, users do not need. Today 360 launched a portable wifi, there are a lot of technology to say, this is what, notebook computer on a set not on the line? In fact, you just look around, often with a laptop office white-collar company, for some basic network settings are unfamiliar, let alone set up WiFi sharing. Think of the general users who only use computers to play games and watch movies. Product Manager I've made all the mistakes I've committed, and I've been stubborn. But I am also good at summing up, at the same time rely on their own understanding, repeated defeats and wars.

In fact, there used to be no network, I was reading to learn this knowledge, newspapers often have some tips on the small article, I am interested in this. At that time I made a anti-virus card, it felt good, but to the actual operating environment will be a variety of problems, so the user's criticism. But the user is a food and clothing parents, no matter how arrogant you are, you can not object. Later, I started two companies, but failed. Why did it fail? Because my product is not recognized by users, I think the use of things users do not necessarily think it is easy to use.

Japanese enterprises, such as companies such as Toyota, the implementation of "on-site force" culture, I think the internet companies must have on-site force, product managers should have a "flexible mind" and "strong legs", to contact the user, in the front-line to maintain feel and grounding gas. A method of grounding gas is to start from the real case of life, always pay attention to the user experience of the product.

We may encounter unpleasant user experience at any time in our life, can we try to make small improvement to satisfy the users when there is no way to break through? For example, some product specifications written as the same as the book, users have to study the instructions first, not necessarily know how to operate, have to call the manufacturer's customer service. What methods do you have in mind to improve? In daily life, the company's elevator everyone feel slow, especially at the peak of work, then how to do? Because neither can increase the elevator, nor can it be replaced by a high-speed elevator. The last product manager said, still waiting for the elevator to place more mirrors, female colleagues waiting for the elevator to see their make-up, male colleagues can stop by the mirror to peek at female colleagues. Say these people do not be a joke to listen to, have a lot of product demand is not in the house behind closed doors, a flash or devise, but in countless cases, the practice of careful observation, constantly summed up.

If you read a few books, or see other people's PPT can make good products, the world is not too simple?