What is the professionalism of the product manager?

Summary: What is the product manager's way of thinking? 1, the user is always right this sentence has been said rotten, but a lot of people have misunderstood, that the user said every word each of the requirements are right, to the implementation of the letter; others objected to this remark,

What is the product manager's way of thinking?

1, the user is always right

This sentence has been said to be rotten, but many people have misunderstood, that the user said every word of each of the requirements are right, to the full implementation; others objected to this remark, saying that it was just a slogan.

For example, a shopping site to get user feedback: The registration process is very complex, want to cancel out.

Layman's thinking: Explain to the user registration is necessary, in order to provide users with better services (such as the record of the user shipping address, the next need not repeat), and compare the registration process of similar sites to prove that they are not complicated.

General product Manager: Simplify the registration process, remove unnecessary registration items.

Product Manager with Product manager's thinking style: Analyze the significance of registration process in the process of user purchase, find out the user from the launch to the completion of the shopping task need: View goods-parity-determine goods-fill mailing address-payment-obtain payment voucher. No link must be registered; registration is the need of the website, in order to count the number of users, provide value-added services, provide personalized services and so on. So you can move the registration link back to the user to complete the shopping, and divided into access to the user's only identification and improve the user information in two parts (such as the user to obtain payment vouchers required to fill in the mobile phone number, the payment voucher to send the message, the mobile phone number is the only identification, other information such as user name, age, gender, etc. can be filled in later

Visible, "The user is always right" this sentence does not mean that the user said, the request is always right, but refers to the user feedback reflected in the need to be satisfied, how to meet, the product manager will be involved in the 2nd way of thinking:

2. Professional

Product managers have their own complete knowledge and professional skills, but that doesn't mean you have to have the knowledge and skills to become a product manager. So everyone can be a product manager, but there are few good product managers.

What is the professionalism of the product manager? First of all, we focus on the usefulness of the product.

In the face of a product, the layman will first pay attention to his appearance, visual design, interactive design, ordinary product managers will pay attention to the business model, but with product manager thinking way of product managers will be concerned about the use. Cool and useless products abound, and even get design awards, and sometimes get good sales, but quickly by consumers on the shelf, because it is useless, such as the following product.

Looks cool, seemingly solves the big problem that the USB interface is not enough: he can theoretically support countless USB devices if you like. But if you think about using the situation, you'll find that it's basically a useless product:

If you only have one or two USB devices, it's obviously not the main design purpose of the product, but when you connect enough USB devices, he starts to get very long and easy to break. To keep the device safe, you must configure a highly suitable bracket or use a laptop and take up a large desktop. is far less useful than this ugly, stupid old USB hub:

For this very cool and useless product, I call it a designer product. Usually he is designed by some artistic and aesthetic designers, only under certain special conditions, and the usefulness of product managers ' attention is a product that is useful in the typical context of a target user.

Secondly, the product manager should pay attention to the logic of the product usage process.

Logic is embodied in two aspects: first, in line with user expectations. That is, when a user uses a product, he thinks what should happen next, and what happens to the product. ATM machine is not in line with user expectations of the typical example: when the user input the amount of withdrawals, the user's psychological expectation is either to spit the money or tell the balance is insufficient; but many times we encounter the interface is "password error." ATM does this for technical reasons: combining password verification and balance verification into one step saves the communication resources; But this is a bad user experience, and when a user enters the password and enters the drawing interface smoothly, he will naturally think that the password has been validated--and, of course, we can't ask for more in the bank.

Second, each link is easy to understand. At the beginning of the article that shopping link is easy to understand: After payment we ask users to provide mobile phone number, because we have to send a message to the payment voucher. This is in line with the user's shopping experience, so it is logical; but if you want to register when you click on a purchase, it's like when we buy a product in the shopping mall, we are asked to show our ID card to go to the checkout.

3. You need to know more

If you have only mastered the product manager's own expertise, it can only mean that you are a qualified product manager, if you want to be a good product manager, you need to know more.

You must know what you are designing for other positions, such as engineers, designers, front-end, it, sales, operation, marketing, what it means, they need to spend how long to complete your request, or overtime, there is no new ideas, can sell out, there is no one to use. Before you say, "I'm going to make this product," you have to think about it all. Even you have to accept the challenges of professionals: they will challenge you in their respective areas of expertise, and you must be able to convince them in one by one (of course, you will inevitably make compromises, but the minor compromises are meant to be better persuaded in the main aspects).

If you are a product manager for a shopping site, and your users reflect the complexity of the registration process, you are not eager to explain to the user, nor to simplify the registration process, but will be thinking about a period of time after the development, sales team said: "I think this registration process to change, Because it doesn't make sense to ask for user registration when submitting an order, we can use the cell phone number as the user ID; This change is very meaningful to the user, but the workload is very small: we do not need to modify the database, do not need to add new fields, but the time to write the data adjusted; We have no major changes to the page, Even the deletion of a page, so do not need to redesign, JS also does not need large changes, the page structure no change; I think that with this change, the user conversion rate will increase by 5%, that is, according to last month's sales figures, our sales will increase by 500,000 this month. When you say these words, and the development, sales Team No one strongly refute you, you already have the product manager's way of thinking.