Product planning and user requirements from where

Now, the Internet and the deep application and popularization of mobile Internet, we have entered the era of connection. The connection era has the following two main features:

All human beings online immediately:

The founder of the King community, teacher, proposed such a concept called "All of humanity in real time online", the description of the current world is very compliant . That is, a few years ago the fiery "Global Village" the concept of extension and practice.

Because of the Internet, we are in a different era, it will not be the past agricultural civilization, industrial civilization, commercial civilization of any era. The human business model and lifestyle will also change in the age of connection is very fast.

The era of labelling:

The internet allows information to be transmitted by acceleration. The information unobstructed, will be the person as the independent individual, becomes the Internet Network link node. In this case, the human attribute will be gradually tagged. No matter what you buy, what you use, what you write, what you see can magically become your label, enriching the existence of your network individual. Future information will flow between labels and labels.

Times have changed, many things have to change, including the need to grasp and product design ideas. The following is a brief discussion of how needs and products are planned and designed in connection with the times.

What is the demand?

Everyone knows very well that demand is from the user's needs. Who is the user? Most of the time, we don't know. People often mistakenly think that the user is their own, arbitrary, like the basis of their own or team several people's ideas, behind closed doors. Think the design is perfect, in fact, the real demand from the user may horseshoes, lost thousands of miles.

The users represented, the requirements of YY:

To the user as the core, can not become an empty words. After the user is represented by the demand, in fact, is not the real demand. This is a fundamental point, the product design must be noted before. Understanding the real and effective requirements is the first step in product design. If the first step is wrong, then the second step, the third step of right and wrong has no meaning.

There is a joke about Lei, for entertainment only.

"Lei wanted to occupy the drawing-room, and he neglected most of his enthusiasts had no hall at all ..."

Where the demand is, where the product is.

Video web site Netflix's American drama < Solitaire > is unusually hot. This is no accident at all, it is intentional.

The screenplay, which was adapted from the BBC's 1991 premiere, was made by Netflix to invest 100 million of billions of dollars. It is because Netflix, after analyzing the "big data" of tens users ' film and television consumption, thinks it is profitable. After data analysis Netflix found that the old play "card house" is still on-demand hot, and on demand the user group of the play, but also almost with the site Fincher, Spacey fan circle coincide, so decided to invest 100 million of dollars in the replay, and by Fincher director, Spacey starring the play.

Before filming, Netflix had a very clear idea of what users liked, what their needs were, and the creation of a card house that was good for users. Surprisingly popular.

Film and television drama So, product design is the same, must grasp the real demand, the design of targeted products, otherwise, impossible, just blindly pursue yy products dazzle and cool, is meaningless.

Can you make a quick call?

Last year, I talked to my colleagues about a mobile app that interviewed the person responsible for a driving company. The company is small, plus the driver also has a total of more than 20 people. In the interview, we are very serious and passionate to explain, through our design mobile app is how to achieve the driving appointment, online orders, driver management, community interaction and so on and so on. Very convenient, fast, useful!

We talk, deeply feel that we have the grasp of its needs, the product design, it is really seamless, considered very comprehensive, he paid for the pay.

But we thought it was a perfect thing, he didn't really catch a cold. He said that most of his client groups were successful people with a large age and a lower ability to accept new things. Many people may not use the smart machine. The features we designed are really powerful, but there's no way to convince customers to use them. A high cost of learning, two is not necessarily want to imagine the convenience. Now, his customers are mainly drunk driving groups, need to drive, through friends to call the hotel front desk, a phone is all done. If through the app, but also login, find someone, communicate, wait ...

At that time, we did not have the means to persuade him. As soon as we know, drink to find a substitute for driving is really just needed. But how can we really meet just need, in fact, we did not think too clearly. Whether a product can do well in the core needs of the article, is the key to success or failure.

All-Inclusive, small and beautiful?

360 Portable WiFi head Wang Tiejun has said that 360 of the original product planning of the first time, set a lot of features, including more than 20 kinds of use scenarios, more than 10 kinds of product features. But at the end of the product confirmation, old Zhou cut off most of the final decision only to retain the existing WiFi networking features.

Zhou naturally knows that WiFi networking is a key requirement for users. Only if the core needs are met, the user can use it gradually to use other ancillary functions. Otherwise, users do not have to use, no way forward, the other design of the good and the whole, there is no meaning.

One can grasp the core needs of the product, it will be possible to be used by users, and eventually received recognition. Grasp the core needs, like a needle, can easily puncture the needs of users pain point, or a pursuit of all-inclusive, users can not penetrate the pain point, just as the construction of castles in the castle, is only the imagination of the beautiful bale.

Especially in today's personalized era, all kinds of product applications will be more and more vertical, more and more refined. All-Inclusive things only the Giants can do. For the general public, really can only be a candle to the coveted and not. Small and Beautiful is the king.

Product is 1, marketing is 0

Millet Li Vanchang once said: "The product is 1, marketing is 0." No good products, to do good marketing, and no use.

Indeed, the internet age, people become more and more impetuous, impatient. Even the product has not yet formed a rush to promote promotion, regardless of whether the product has matured. In the short term through marketing indeed can obtain a large number of users, but the user's stickiness can not be guaranteed, in the long term, abandoning products and marketing, it is trifles things, is tantamount to building castles in the castle.

When Tesla came to China recently, he told reporters:

"We don't have any advertising budget for Tesla," he said. We will not pay others to support our products. And we never give discounts to anyone, and everyone buys a car at the same price. I was surprised you mentioned marketing. We have no budget at all. In fact, I think they are ridiculous to say so. Tesla's money is spent on product development, building charging facilities, services, and so on. This is not to say that I am against advertising, but that we are too small for Tesla, advertising is not the time. ”

"I think our car is selling well and it's all about Word-of-mouth," he said. A man bought our car, he liked it, and he told his friends. This is how our sales are growing, not advertising. ”

It is almost inconceivable that Tesla is so popular, mainly by the word of mouth fission spread, people do not spend money at all.

The core competitiveness of products is a false proposition

A lot of people are talking or asking you what is the core competency of a product? Today, the product itself is very different, and instead of focusing on the product itself, it's better to focus on the link between the product and the user.

In the age of Internet connection, the relationship between products and users becomes a direct connection to point-to-point. No matter from the demand, product, marketing, service each level, will bring great changes. Pure products and products have become obsolete. Products are built for the user, exist based on the user, and vary with the user. Need to continuously based on user feedback and rapid adjustment, product rapid iteration, can not be discarded by users.

Connection times, a good product, must be a deep grasp of the user pulse of the product.

Whether it is good word-of-mouth, or bad experience, in connection with the times, will be infinitely magnified, like infectious diseases, in the Internet to accelerate fission, spread.