Product Success Key: parsing how to let users perceive product value

For users, a good product must be able to bring value to users, whether it is practical value or psychological value.

Value to users, users will be practical, the value of the user's size, irreplaceable level, determines how users view our products: is the cottage machine or iPhone4.

Therefore, the creation of user value is necessarily the whole product team's core practice guidance method.

But is the story here? Build the user value, continuously increase the user value, the finished product will be successful?

The answer is in the negative.

The first part of "user value" is not a pure "user value", but implies "the value that the user feels"

"User-perceived value" is related to "user value" but does not directly cause causality.

is relevant:

i) Users feel high value, in general, the user value is also higher, at least not ridiculously low;

II No user value, how to packaging users feel the value is always limited, you can cheat for a while but not fooled.

There is no direct cause and Effect: Building user value does not mean that users can feel these values.

From the bottom of the external environment, the company factor, the project vision began, we build user value practice gradually expanded.

First of all, build a team, in the talent introduction and training, organizational structure, management methods to work hard, build a variety of low-level platform, such as data platform, technology infrastructure, etc.

Then, we began the construction of basic capacity: User system (account number, relationship chain, etc.), Business bearer entities (Web site or client);

The third step, is also the general understanding of product work: function/Characteristics of the construction, here is not blindly do addition, but the pursuit of a choice, the ultimate realization of the function of the value of the induction, and then realize the refinement of the brand value. (Example: People are not thrilled that a mobile phone adds a function that can shave, although this is also the superposition of functions, but only the list of machinery, the ultimate damage to the product itself user awareness and market positioning; a good product, all the features are pointing to the same product target, perhaps "one of the most beautiful phones", Maybe it's a "best mobile phone", perhaps "one of the most playful apps". The construction of the function can not increase or decrease the machine, but the generalization of the user value and the enhancement of the brand cognition.

The fourth step, brand inductive packaging: A lot of products at the outset, there is no clear positioning, why? The internet itself is a rapidly changing and uncertain field, so a goal can be set at the outset, but in practice, this goal is often changed in terms of user and market conditions. Brand is the result of combing, choosing and fixing the user's cognition in the process of practice. This is an operational process, not a "plan".

The fifth step, marketing promotion: In a word, let more target users know the product and know how to enter it. This refers to the target user, that is, the need for targeted input. Irrigation not, need drip irrigation, ensure that every penny every human being put into the blade, this is also a feature of internet marketing promotion.

The sixth step, the user reach: to the user reach the channel management, what channel is the user can contact us, these users in these channels to our product service is how to perceive? Do different portals correspond to different user scenarios? Do different user scenarios correspond to product processes that need to be treated differently? In order to support these differences, what do our products, technologies, and statistical platforms do? Are our visual brands already managed? The user touches up, is the user to our first impression, often determines the user in its life cycle early to our position cognition. First eye margins, need to be managed and planned.

The second part of the product organization's internal impact on user value

Generally speaking, the examination 90 cent student is a good student, in the figure below, is responsible for the user value transmission each link corresponds to a post, each post is relies on 90 points schoolmate, then the result will be what?

If everyone is 100 points, but there is a post test 50 points, and how?

Therefore, the industry has a word: First-class team to do first-class products, second-rate team to do three-flow products. is to illustrate the truth.

The multiplication principle and the cask principle play a role here.

In addition, the world's first-class team are not born, are experienced n many projects to grow up.

I personally agree with one thing

"What is important is not where we are, but where we are going, what is important is not who we are, but who we are." ”