Read the "product manager practice" feeling

Before reading Fei Jie's book, I also read a lot about Books about Internet Product Managers, including Apocalypse, Netting, Everyone's Product Manager and so on, as well as about UCD Spark Set "," do not make me think "," user experience elements "and so on, after reading these books have written impulse, but due to various reasons (well, I admit, in fact, the most important thing is that I Lazy, huh, huh) did not write, this took two weeks time fee finished "product manager practice", suddenly want to write something, to strengthen their understanding of the contents of this book, but also hope Can make some friends who have not read this book have a "foreplay"!

In fact, everything in our life is a product, including tables, houses, roads, cars, of course, the book is no exception, if the book as a product, in accordance with the book's product design and product planning concepts How to plan out this book? What are the function modules? And how is it designed?

We summarize the product from scratch: demand processing, product planning, product design, project execution, product on-line. Here, we discuss only the book's product planning (functional modules) and product design (functional breakdown).

First, the "product manager practice" function module

This book includes a total of four modules: understanding product manager, product planning, product design, project implementation. The following figure marked with "custom" part of the author is a supplement.

Second, meet product manager

1 What is the product manager

1.1 market demand

There is a demand for supply, starting from a typical case, emphasizing the necessity of Internet product managers, these people can make products from scratch, from mediocre to shine! At the same time, the product manager's thinking ability, ability to execute, etc. will be because The reason for work has been greatly improved, so its existence is inevitable, but also after the trend.

1.2 job classification

The book will be the product manager in accordance with the functions and characteristics were divided into three categories, in fact, I think it can be directly divided into three categories, the popular point will be the first-line product planning, product line manager of product planning manager, co-ordination of product managers in all product lines.

Now many people claim to be product managers, and most of these people are in the first stage, this stage can only be implemented, so called product planning or product design should be more suitable to it! Really to the second stage, four or five Year related work experience is a must, but also good luck. The last category, generally CEO!

1.3 misunderstanding analysis

Just mentioned above, in fact, many product managers are just a product planning, and truly become a product manager, but also depends on their work content to determine whether it is custodian manager, which I think colleagues should have it!

In addition, the book mentioned that it is difficult for everyone to be a product manager, which is "contradictory" to Su Jie's "Everyone is a product manager." In fact, this is only a matter of looking at the problem. There are several typical Examples, for example, will only blow water, complain about wages, etc., I summed up as: impetuous! The Internet itself is a partial impetuous industry, and as Internet product manager, it is easy to have a kind of impetuous mind, worked for two or three years, the product Very hard skills, a very wide network, then you can defy small companies, peers, low-paying colleagues? Well, together with reflection!

2 product manager's ability

The book mentions three competency models: the manager competency model, the iceberg competency model, and the mental capacity model, all of which are macroscopic competency models. I believe many readers should hope to see the more micro capacity system!

For example, the industry knowledge, product basic skills, product design capabilities, product planning capabilities, project implementation capacity, communication skills, learning and management capabilities, in fact, that is, the manager's ability to start the model, and I think the manager model may More suitable for people like me this soon into the product! In fact, the book on product design, product planning, project implementation and communication have talked very comprehensive, and the rest is the industry knowledge, basic skills, learning and management capabilities and so on And how to effectively connect these specific capabilities together! These I attribute to micro-capabilities.

3 qualified product manager

What is a qualified product manager? The book is mainly through what kind of product manager favored business start, excellent professional skills, high overall quality and have a certain endorsement. Of course, these are all things that a qualified product manager should have. It's required!

But at the same time, product people should also be able to choose their own business in turn Oh! An e-commerce product manager, if he chose to do the search, then do the client, even if he is good, but this can not be considered Qualified product manager, because this reflects the career direction of the product manager!

Third, product planning

1 Know product planning

1.1 What is product planning

An example of the book is very image, what is the product planning? Build a real estate, where to build, to meet what kind of demand, bring the value and how much return, these are the real estate developers on this product product planning.

1.2 product planning four questions

Here is a model I really like: 5W3H, specifically refers to: What, Where, When, Who, Why, How, How much, How feel. What to do, where to do, when to do, who do, why do, what to do, what to do, user feedback.

The book mainly describes: What to do, what is the value, why do and how to do it. These four points are also the four most important points in the 5W3H model. In actual work, we can do a product planning, you can self-examination, according to user needs, what we want to do, this thing in the end how much value, how much revenue can be brought to the company, what kind of function we need To meet this demand.

2 how to deal with the demand

2.1 needs to deal with the method

The life cycle of requirements includes: demand collection, needs analysis and decision-making. In the requirements analysis phase, the book lists many models and theories, and I find it more practical to use four-quadrant positioning and intersection analysis because both combine the user needs with the company's needs and prioritize Just specify the product to meet what the user needs!

2.2 Requirements processing skills

I think this is the core of the demand processing, each skill is very important.

The first is not to demand as demand. Here's an example: once there was a businessman who felt his horse did not run fast enough to buy high-value horses from all over the world. Someone offered a lot of good horses while others made cars for sale to traders Which one do you think will succeed?

The second focus on background information. Some needs are based on certain conditions, not universal! So do not take it for granted, understand the needs but also understand the needs behind the things!

The third is to understand the nature of the product. SNS Web site's relationship chain, search product search algorithm, e-commerce product recommendation algorithm and so on.

The last one is data, this does not say, its importance I believe we all know!

3 classic case

The examples in the book have one thing in common: the original idea of ​​the product is completely different from the product after the success, why? This can refer to my previous article mentioned in the user and product development:

http://pmben.lofter.com/post/3b19d_2043d7

Fourth, product design

I believe that this module is the most concerned chapter of many readers, because it is closest to our daily work!

1 know product design

When we say what is the product planning, we have a real estate example, this can still be used, if the product planning is to understand the real estate and ROI, then the product design is to determine the real estate floor, color, structure, function and appearance Design and so on.

Before designing a product, we need to understand the realization of these Internet products, the book talked about the C / S structure and B / S structure, understanding is like!

2 product design capabilities

2.1 three abilities

"User Experience Elements" will be divided into user experience: strategy layer, scope layer, structure layer, the framework layer, the presentation layer. The book's three abilities: conceptual design, functional process design and interactive design. does it matter?

We can understand concept design as: strategic and scope layers, functional process design as structural layers, and interactive design as framework and presentation layers. If you want to know more about these layers, you can go to see the "user experience elements" book, the theory is relatively strong!

2.2 two major skills

Document writing and the use of tools. The tools mentioned in the book should have been used, MM, visio, axure and the project did not mention the book. If the book can prompt the download of these software and tutorial address more humane! Tool is a tool, do not be obsessed. When I first started learning axure, I was in a state of poisoning. I really enjoyed interacting with it. After it was done, I felt very cool. But is it useful? Remember, you use tools instead of tools!

As for the documentation, we have to write about BRD / MRD / PRD. Here, my feeling is that there is no fixed template for any product document. This document is a document that can be used by any project staff.

3 product design concept

Eight ideas, I think the more the following four:

Core functional design: Your products to meet the needs of users, according to the needs of the core functions to achieve the ultimate, even if other functions can be done generally as acceptable, but the core functions must be the world's best!

Efficient operation, the default design: the user as a "fool", he does not like trouble, do not like complex, can save more things to save trouble.

Personalized design: Users can customize the product module, change the product module sort.

4 product design principles

Four principles: safe, reliable, easy to use, beautiful.

Here I feel more about reliability in the compatibility. As long as Internet products have done will encounter browser compatibility issues, I believe that front-end engineers experience should be deep, but in any case, IE usage is still high, can not be ignored, even if there is a headache !

Fifth, the project implementation

Even the best product solutions, if there is no strong executive capacity, then this thing is a piece of shit!

A sense of purpose

Here can be summarized into three aspects: the target can be measured specifically, reward and punishment system and the team's goal of consistency.

1.1 Objectives Measurable

The SMART principles mentioned here are good, with specific, measurable, achievable, relevant and time-bound goals.

1.2 reward and punishment system

This is generally in the company, both material and spiritual.

1.3 team goal consistency

Imagine, if you project team, some members think the project goal is the product on-line time, some members think the goal is product revenue, some members think the product user experience, then you think this project can do?

2 effective communication

2.1 methods of communication

This can only continue to be realized in the course of their work can be, only the big deal is not enough. The book is also only analyzed from a theoretical point of view all kinds of communication methods, if some examples do support even better!

2.2 different people's communication

People here refer to the project members, including UI, front-end engineers, interaction designers, development engineers, test engineers, project managers and so on.

I think no matter what kind of communication with people, just grasp the two issues is not big. One is to understand the different positions of different personalities, according to their own personality, let each other feel that you respect him. The other is to learn the professional skills of different positions, do not need to be proficient, just ask for understanding, for example, to understand the development of code, so that communication will be more effective!

3 time management

The book mentions several ways of managing time: Todolist, sort, serial, and parallel. In fact, time management is a great knowledge of the door, this book is recommended to everyone: "time power." This book systematically tells the whole system about time management, worth reading.

In addition, this module only talked about the theory of management time and tasks, there is no specific case in support of these theories, understand it is not very comprehensive and profound.

4 experience

Fees here summarize the problems I often encounter in the work process and the corresponding approach, which I understand the most profound is the right thing to do and do the right thing.

Correct work: you are the performer, you only need to complete the task of the leadership of the perfect, you do not need to know whether this is correct or not, because it is beyond your control.

Do the Right Thing: You do not need to be executed, but you need to be the right person to help you execute, so it requires a keen eye for the market and when it comes to getting rich experience in the industry!

Sixth, skills training

This part of the book is not in the book, but I think after adding may make readers more benefit.

1 professionalism

The book also talked a lot about the professionalism of the problem, for example, the first chapter of the product manager competency model, communication skills and insights. In addition to these, the product manager's career planning, learning methods, knowledge management, growth plans and other aspects of literacy are still very necessary to mention. Although they are not strongly related to the position of the product manager, getting a hold on the job will have a big boost.

2 professional skills

The book mentioned expertise including demand management, product design, time management. For example, product design, prototype painting a lot of tools, then what are the characteristics of these tools, which is more suitable for beginners, which is more suitable for a certain experience of product managers, at the same time, where these software can be downloaded, in what Places can download tutorials, if any, I believe readers will be more benefit!

Summary: There are a lot of cases in this book, and are basically the experience of the reader after personal experience, this book may be different from other product manager features it! In addition, some of the individuals mentioned in this article on the book point of view View completely belongs to their own point of view, if not the right place, but also hope that fees can understand Kazakhstan!