Product strategy formulation

Before I wrote this essay, I tweaked the title of the essay for a long time and would have liked to write the title "Tactics on Product Design." Later on, the term "product strategy" encompassed a wide range of topics, including marketing, branding Publicity, etc., and their own writing is limited to the Internet product design in this area, so the final decision or written "on product design strategy design" better.

In the product discussion meeting, there will always be heated debates. There are many aspects of the controversy, which may be the user experience or the product features. However, think carefully about the most intense dispute and the longest dispute, Product strategy issues. A problem from different angles, or different thinking of people to see, certainly not the same, there are many aspects involved in product strategy.

What is the product strategy?

Speaking of the concept of product strategy I am not good to explain, simply give you an example of it, there are four main manifestations:

1) product features, such as you use some third-party account login website, the site itself does not require you to create your own website account, and some websites must request registration of their website account.

2) The value system in the product, the value system in the product is mainly embodied in the user growth system in the product, the integral rules in the website, for example, the sun on the QQ, the moon, and the player rank in the game.

3) Restrictive rules in the product, such as the rules for entering information when the website is registered or registered, and the number of pictures uploaded by the user in one time. Knowing and Baidu know that although both Q & A sites, but the former must be logged in to ask questions and answers, while the latter is very open.

4) different product content, when the function and UI are difficult to pull the gap between products, it is also a good way to rely on the content. The same is to meet the needs of users reading products, ZAKER and fruit network simulcasts provide news reading, but to see more, Douban read these two products is provided e-books.

Said several aspects of product strategy, in summary, can be seen as different ways to meet the demand, with mobile social networking software, strangers rely on the location of the stranger to socialize social networking and WeChat is the main acquaintance of social, is also to meet everyone Look at the video on the phone demand, but Baidu video positioning is video navigation, and Youku and Sohu is the main genuine video, there are many similar examples. From the perspective of product innovation, product strategy innovation space and the possibility of greater.

What is the product strategy?

1) Depending on the type of product and service, some websites use registration and log-in because the website's service must be log-in before users can use it, for example, Renren, while others do not. For example, . A strategy is not to use all the products, the key is to see whether the product is suitable.

2) With the company's purpose, the same thing different companies will not be the same. In order to take a meal website, usually the takeaway website design uses some gourmet pictures as a backdrop to increase the user's appetite, which is not the case in a company's OA ordering system because the company does not want to improve The frequency of ordering meals, or that is not necessary, ordering more but will increase the cost of the company.

3) Product manager with personal personality and values, the reason is also derived from the experience of their own products. Recently made a product, the main function is to hope that through the mutual donation of items between users to drive the user's activity, the nature of this is selfish, so I always think that users donated to others the number of things will be less. However, after the product was online, I found out that my idea was wrong and the user sent a much larger number of requests than sending the request.

4) Many product strategies are to reward users for improving user activity or virtual or physical. If this is the case, the cost factor needs to be considered. After all, the company hopes to earn the largest amount of money interest.

Although the formulation of product strategy has its basis, but there is no uniform standard for each product. In the product value system, the product strategy should be rationalized. In some products, the unit of value measurement may have a large value, for example, an initial value of 100 and an increase of 100 for each action. In doing so, this results in a subtle realization of the user's subconsciousness Fung feeling, but the key thing is to remain fair and reasonable within the system's entire value system.

Product competition is very large, compared to the product strategy play a role in general are more important . Product UI and user experience deficiencies, users will feel disgusted, but if the product strategy appears inadequate, then it is easy to anger users, the user the probability of discarding the product is very large.

Since product strategy is so important, product strategy development should also be very careful. If the product manager does product cross-cutting and has no experience with the product being worked on, then the product strategy may be confused and inaccessible and doubt the correctness of the decision. It is the quickest and relatively conservative way to draw product strategy from similar products or successful products at this time. Take my personal example, because the products are mainly for overseas markets, foreign users are longer than the domestic user name in the development of product user name input rules when we are very tangled, not sure, and finally draw on Google User name input rules.

Product strategy formulation of the product manager itself also has some requirements, the first is to abandon personal opinion, objective view of one thing (for this point, I am also quite tangled, and sometimes personal preconditions on the product will cause bad The result, but sometimes the product manager personally feel very accurate). Second, the need for product manager personal experience accumulation, based on familiarity with the user after the measurement of user behavior will be much more clear, so the development of product strategy is very beneficial (in many companies are dealing with the user directly, so sometimes the product Strategy is also set by the operation). Before listening to people say good product managers have to understand some psychology, this is particularly necessary in the process of developing product strategy, product strategy is based on the behavior of users to develop a way to affect the user's behavior, so understanding human nature is very important. Another product manager usually read more books are also very useful, a wide range of interests will increase their knowledge, there are many things are interlinked, that you are not allowed to know something about your product strategy will be inspired.