Zhou Hongwei tell you what the product Manager does

When I came here, the organizers of the meeting told me that many of the people who came here today were designers, product managers, and I heard that there were 50 executives in the company, and I wanted to talk to you today, and for many executives, I actually wanted to make a suggestion that the division of labor was particularly clear in the past. Making a product is like becoming a production line, someone is responsible for planning, known as product Manager, someone is responsible for the implementation of the project, known as the project manager, but also dedicated to do the UE, in fact, I did not understand the Chu UX and how to distinguish between the UE, once a large company to tell me half a day, UX is the user experience, and the UE is to do Said they were very fine, but I listened for a long time, I think these two characters at least from my career, I find it difficult to distinguish, and in the end may have to be responsible for the development of the people, responsible for the product planning, and then use the code heap.

Everyone here today, more designers, I? is also very opposed in a company, there are many people back to the designer as a graphic artist, they said that the designer product is done, you give me landscaping, polishing, adjust the color, and then look at the pixel, that the designer itself should become product manager.

I have a few personal experiences, not because of how successful I am, but because I was the biggest loser, I made a very big mistake in the user experience, even was scolded by others yelled, everybody sees I have the investment and participates in makes the successful product, that is because you did not see behind has many unsuccessful function, Unsuccessful products, not everyone's attention and remember. So it is a lot of experience and lessons, I summed up a few simple experience, is a few "heart" word:

One is to say the simplest, is the intention

A lot of people laugh, we do not care? Many people originally in the company is just a screw, many times to do products, really for their own doing, or feel in the implementation of the boss will, or executive orders, really in the heart?

If a person sees himself too small and sees himself as a part-time worker, you are such a level and mind, you can not become a really good product manager, so I hope that if you listen to my experience, go back to work in the company, also do not care about the company is not your own, you come up with a little entrepreneurial spirit. Many people say I am not an entrepreneur, why do I have to entrepreneurial spirit, do you have to do your own company to do a product? In fact, in other people's platform spent the boss's money, spend the company's resources, do not pay the company tuition fees, if we can not fully mobilize themselves, want to make a product to achieve the ultimate, Let this product in the market success, to their own accumulation, whether it is prestige, whether the accumulation of personal relationships, more is to accumulate experience and lessons. Do you really think that your ability to do products has improved if you go out to take a sum of money from the company and do your own business today? I told the product manager, you have a big heart to be responsible for this product, to see this product as your own product, I think everyone has potential, I often give an example to the staff , many employees, many product managers do products, can pick out a lot of problems, but he also did his job duties, just to do the job is difficult to become a good product manager.

Everyone here, I know Beijing is difficult to buy a house, of course, 360 a bit of opportunity, I can tell you, I do the company for so many years, see a lot of colleagues finally bought a small house, and then decorate, they have become decoration experts, tile experts, toilet experts, why? Because this is his house, He spends a lot of time every day on the internet search, every day to building materials city and sell building materials people wits, as long as the spirit of decoration their own home, a layman can become ceramic tile experts, bathtub experts, there is no reason not to become a product expert. A lot of people ask me, I first talk about a people feel very empty intentions, even if you think I have some experience in the product, to be honest, every time I do a new product, I am not to take out a few Kam bag, also can not be inspired in those three minutes, I also spend a lot of time to see the peer of things, to the forum to see user comments, spend a long time using this product, Each product is to be painstaking, sometimes feel like a product as a mother pregnant with a child, even if you successfully raised three children, the fourth child does not have 10 months, three months born, is it possible? or to undergo 10 months of painful gestation process, I feel the intention, responsible for themselves, Responsible for their own products, is a product manager of the basic premise.

Although your title in the company is not high, the job is not high, product manager is the most wronged, because he has the lowest title, often to coordinate a lot of people, to endure the eyes of the technical department, to endure different aspects of the company to give him almost contradictory requirements, and even sometimes have to endure some so-called idiot led to his instructions, and many times to coordinate the company's internal different departments, including the market, dissemination. But I think the product manager is the general manager, should consider himself as a general manager, we must pass two-bit, but you have to dare to speak, to be able to express their wishes, dare to say no to some opinions, to be able to muster the courage to promote a lot of things progress, even if very difficult.

So if a person in the company after a lot of twists and turns, finally able to push a product forward, does not mean that must be a title, I think the product manager is the general manager, can do so one time, congratulations, one day you go to start a business, found that the United States those start-up companies, in fact, there is no product manager this title, The main programmer is the product manager. In other words, a good product manager, if one day want to start a business, want to own their own businesses, want to have their own business, if not to become a good product manager, frankly difficult to say, become a product manager is one of the most important prerequisite.

Second, the care

I just finished a big one, compare ego, dare to assume responsibility, care about is ego, selfless, without me, we do products no matter how good technology sold to users, how good design feel to the user cool design, in fact, to grasp a theory, all user experience, what is called user experience, Why not call the Product Manager experience, not call the boss user experience, because all experience from the user point of view, from the user to see the product, you feel good product users do not necessarily buy, users choose a product reason and industry experts choose a product reason, sometimes is very different. Users choose a product, sometimes very simple, how to learn from the user's point of view, I think for many people, it is a very simple thing, but in fact it is difficult to do. Because everyone regardless of success, with their own experience of the increase, the experience of the promotion, what is the most spoken by everyone? Is I think, I think, I feel, we are too much of the time to do products, is to do for themselves.

We often discuss products, in the fierce debate, the two sides may not stand on the user's point of view, are fiercely think they are right, the other side is wrong. How to let oneself care, this psychology has many such words, called empathy, from the user point of view to consider the problem, which for many people is not a matter of ability, but also a mentality problem. Originally I have a word, I educate a lot of people in the company, like small white user to think, think over come to conclusions, like experts to take action. A lot of people turned upside down, thinking like experts, acting like idiots.

Zhangxiaolong, the head of the recent micro-credit product, his point of view coincides with what I said a few years ago, and three years ago I was dominating the subject, the same thing, going into the idiot state or entering the idiot mode, each of you has a button that can quickly enter the dummy mode, I talk about products a lot in the company and I challenge the product manager also because I can so many years by the user scolded more, often to the front line to see the user's posts, in micro-blog to do the customer service, this is not for the show, in order to maintain the real grasp of the user's ideas, my favorite magazine is not the industry high-end magazine, similar to computer fans Computer enthusiasts, computer software, at the stall selling the popularity of the low users of the magazine, there are very funny articles, such a simple function has long been used, why write an article to educate users, that is the user really do not know how to use.

Through continuous experience, I cultivate a kind of experience, my staff to make a software, give me the time, I am a programmer, but also for so many years of technology and products, a function to move two mouse found, can rare live me? or a button written in a very obscure, I read it again, I thought about it a little bit, but I had a second idiot in my head. If I see what things can be used without thinking, I think this product is very smooth, but suddenly I was startled, people do not laugh at me, sometimes I personally designed the product, design finished, I use the time, I'm in a schizophrenic, a Zhou design, but another idiot Zhou began to use, use a little how to feel awkward, these few words look, I entered the small white state, how I can not understand these words what meaning, I will tell product manager, this experience has a problem.

I do the product, and at least half of the inspiration comes from the user, not that users will specifically tell you what a product should do, this can not directly ask the user, the user specific needs, a case needs not to listen to, that will be led by the user's nose, user needs and rational, put himself in the user story, why users think so, Why do users complain so much, and what is the root of this complaint is that you want to have a good product, here will have a lot of problems, their own conscious unconscious, doing to do according to their own ideas, from the user's thinking mode, constantly in the heart of Heaven and war, constantly challenge themselves, so that the user experience can find the best feeling.

I have always emphasized the user experience, all the experience is to start from the user, as our industry experts, especially you are most likely to make a mistake, because you have been in the industry for a long time, often participate in the industry high-end forum, the results of peer discussion, often peer strengthening, you say a truth, peers must be recognized, you do a product, Peers must feel very agree. But in China, often a high-end people are very agree with the product, sometimes in China a large number of middle and low end of the crowd, we often say that the small white users, often find it difficult to identify, in China the internet often has a huge gap in the high-end users and real mainstream users, who can cross this gap, Is who can start from the user's point of view.

Three is to pay attention everywhere

A lot of people feel that when they work in the company, the product discussion is called to improve the user experience, the next class or nothing, this matter with me, this person is difficult to become a good product manager. Product experience is everywhere, everything is a product experience. Like a new hotel, like an airline plane, the entire boarding process, airport security procedures, the worst user experience, if the unfortunate injury leg, crutches to the hospital, of course, many modern hospital improvement, but the traditional hospital process, never know where to pricing, and then to pay, film, Let you go downstairs a lot of back and forth, including famous jokes in Beijing Xizhimen Bridge, all drivers will feel like walking into the jungle will get lost. If you have been to the United States, American signs and Chinese road signs, China's road signs are always waiting for you to see, congratulate you on the wrong path or you have realized that this is an exit, but the American street signs will remind you when you are a certain distance away.

Experience everywhere in everyday life, if you can pay attention to yourself as a complaining user, but put it up a level, after complaining, think about why complained, how this thing to improve, so as a mind gymnastics, if I am the road designer, if I design the hospital, If I design the remote control device, the mobile phone, the car key, you will find that there are too many experiences to do very bad things, but you think of the process, I think is a promotion of their feelings of experience.

Industry experts are prone to industry misunderstanding, because in this industry is too familiar, aesthetic fatigue, has formed the inertia of thinking, and sometimes do a small white users, impatient, very irritable, think of restaurants to eat, find flies in the dish, how you feel, then jumped up, want to jump up immediately, in your industry, The user uses your product to make a mistake, you will very disagree, this is what big matter, does not have the procedure to be wrong, you again to reload again not to have.

When everyone buys a car, you do not know the car, you will listen to the salesman hype, you may not care about the car a certain screw is what to do, but to their products, you can not put your technical details are displayed to the user, regardless of whether users understand. Many people buy home appliances, really understand the technology of home appliances? A lot of people because of good looks, or live salesman a hype, buy a color TV home, bought a lot of functions to go home, home to their best use or volume key, open key and channel keys, remote control Most of the keys have touched it? TV must have the function of looking at photos, Do you plug in the SD card, if you plug in, you will know that this feature is not designed for people.

I can sometimes say that a lot of functions are done like a drawing function, saying you didn't do it, you do, this function has, function can complete the task, said you did it, users use it is difficult to use, but in your own field, products are you do, you know the details, you know the process, you will never scold, You will feel that their children do well, users will not use, we have developed a book 21 days to learn what to use, we do not have the company to do training can also produce an industry, today repair mobile phone than sell mobile phones to make money, this joke knows.

Why encourage everyone to pay attention to the unfamiliar areas of everyday life is a great opportunity to discover how users feel and develop empathy. If in daily life, not only in the hours of work, or in the meeting that few 10 minutes, can let oneself everywhere in a small white user's mode, can let oneself in the unceasing life discovers the bad place, some people complain in the micro-blog, the spotlight is not good, this detail really pays attention, everywhere pays attention all experiences. In the past a good poet, not every day in the house to see the Tang poetry 300 according to copy can write a great poem, he has a heart, everywhere folk songs, Travel Mountains, and friends drink, like Li Bai, can have this inspiration, many products from the inspiration in the product. It is said that before the Apple designers to Apple, the design of the coolest product is the toilet, many people find it very strange, how to design the apple is a toilet design people, do not you feel that there is a common inspiration on the white?