"Editor's note" the writer Liu Fei, former Hammer technology product manager, Doodle nail is now co-founder and product manager.
What do you know now startup the most common mix is?
A "has ideal has feelings wants to became next Internet leading superstar, but not too understand O2O and C2C and P2P difference" of soil boss, and a "half bottle sloshing only will achieved function, other of version management, and logic optimization, and structure design, listening to are didn't heard had" of technology team, again added a "" future I certainly is to became CEO of male/woman "of think products design is painting prototype figure of" products intern.
If you are a product manager, in a team like this, that don't have to see the following. The most sincere advice: go to reliable places to learn how to do.
So, if you are an experienced Product Manager, startup, should pay attention to what things?
1. strictly control the demand, refused to bend
Demand is entrepreneurial team, particularly early-stage startup teams, the most terrible thing.
Just like the title says, "BOSS of operational intervention and high sales product, technical product too fast" is definitely the classic face of each team.
So to control demand is the most important thing.
Need not control says "push out all the difficult demands", not "accept all critical needs", but you have to spend a lot of time, figure out a few things:
Each source of demand, what is the logic behind (either BOSS or other departments)
All requirements, which are the most important
Each requirement has been implemented programmes which
According to the present needs and the importance of implementation difficulty, what I should do next
As long as the demand there are sources, then you can ask that, where is the principle of this requirement, where the truth.
In the previous article, I mentioned one such example:
For example, your boss needs may be this: give me a manicurist GPS real-time record function to the client.
As a loyal employee you may have on the implementation of the second. In practice, however, you need to figure out why the boss to do. Under repeated questioning, the boss may tell you that he is:
Because the nail will often reward for scalps, which does not go out to friends to place an order. GPS is used to help determine this.
So you understand your boss's demands, then do next time is clear: refer to the manicurist did scalps, no need to record in real time, increasing traffic consumption on the nail side, also increased the burden on the server. Normal orders more than half an hour, so the function can be changed:
Records a manicurist every half hour the GPS.
The importance of demand must be from the demand-side perspective, as a product manager, and not biased towards technology, find it difficult to leave it.
Operations there need a background can block keyword features, certainly not easy, but if you're not doing, was ordered off the shelves the next day, companies surveyed, the gravity of the matter did not need to say.
Also, for the same demands, not only one solution.
For example, to do a background for some statistical functions for user data, this approach there are many, may be like this:
Here's a possibility:
May be like this:
Rendered in different ways, and the functional complexity is different.
Programme of statistical data is a simple user, joined in the user statistics trends is a programme, added various filter criteria in the user statistics and a programme.
Is not a requirement, there will be a feature. Function is required in accordance with contemporary design.
Well, teaches you a very simple method below, note that the dry cargo alert.
Imagine you are Doodle nail product owner, you opened your Wunderlist requirements list, found that all the needs are as follows (this is of course fictional, real case number is 3~4):
From the boss:
Record the manicurist GPS
Home is a bit cluttered, not simple
From operations:
Users of statistics for each banner click-through rates
Kill function (Director of operations: "next week, activity, notifications sent out must be done")
Online single function needs to be available to the user (such as changing styles, make up the difference)
Private customized features (including upload photos, nail technician providing reference price, both sides confirmed that steps)
From products
When a user orders, pay needs to order after a failed, cannot continue to pay, to correct the problem
Under a single step to jump too many pages, should be on a page to enter information
According to the keywords filter style features
Well, first of all, we put the title into a few words, and then mark the importance (P1, P2, P3), by the way is also clearly important reasons:
Record (record GPS in order to prevent scalping, or company that is a great)
Home clean: P3 (... ）
Banner click-through rate: P2 (have important effects on operational activities)
Kill functions: P1 (notice have been to the user, you must do)
Online single: P2 (artificial background is now single, special operations personnel is not convenient, spend a lot of manpower costs)
Private ordering: P3 (ordering fewer users, don't worry)
May continue to be paid: P1 (experience the huge difference, can't stand it)
Simplified ordering steps: P2 (greatly enhance the experience, but it is acceptable)
Filters: P3 (current classification function is perfect, the filter is added)
We use the chart says:
The next step is to develop it? Of course not.
According to our needs and your desired features, with the development team to discuss the difficulty of implementation. Similarly, the difficulty of doing a mark (according to D1, D2, D3,D1 is the easiest to implement):
Record (record GPS problem, server monkey)
Home clean: D3 (schedule layout will spend a lot of time)
Banner click-through rate: D1 (into the log, very simple)
Kill function: D3 (special complex logic)
Online single: D2 (feature interaction is more complex)
Private ordering: D3 (also features interactive complex)
May continue to be paid: D1 (page changes little, mainly debugging interface)
Simplified ordering steps: D2 (or functional interaction complex)
Filter: D3 (back-end logic needs drastic changes, data processing is also very troublesome)
OK, now to do a form? No hurry.
Now is a particularly critical step: checking the source of demand needs. The most important thing is the "demand side identify current needs, there is no other programme to achieve."
The outcome of the discussions is as follows:
Bosses demand for real-time GPS, can be changed to once every 15 minutes
Kill function can be divided into two versions, the simple direct modification of the price is the background, kill enough and then changes back, so that the client does not need to change, referred to as a simple spike complicated version is a background can control the starting and ending times and prices spike, called complex spike
That the list becomes:
Records Vera Bradley cell phone case
Home clean: D3
Banner click-through rate: D1
Simple Spike: D1
Complex Spike: D3
Online single: D2
Private ordering: D3
May continue to be paid: D1
Simplified ordering steps: D2
Filter: D3
Chart is:
Below, we made matrix p series and d series.
In this way, you will know what to do anymore.
Generally, stimulate the development of the order is as follows:
OK, it said.
2. confirms the product idea, refuse unreasonable demands
Early in the entrepreneurial process, confirms product ideas is the product manager for the obvious things, especially in the case of bosses don't understand the products, especially in the case of bosses don't understand the products, especially in the case of bosses don't understand the product.
Many of my friends ask me, feeling that bosses racking our brains for the right way, but I could not say what problems do?
This is product design ideas, your own limited experience. There is a book of particular importance, it is recommended that each product manager will say them every day: the elements of user experience, of course, haven't read it doesn't matter, you can search this article is easy to understand the thinking of it: on the five elements of the user experience.
In fact, the truth very, very simple, you see I knew this picture:
From bottom design in all product design is the most important, is the product of all the most important, is the most important of all product design.
Take a very simple example, we can make a product.
We do know of the stories, said experience. I am so describe its market position:
Currently known dry goods mainly is to share, to solve specific problems, but in fact, like big brother, beam demon, fat cat, what teachers write mostly stories and experiences. So there is a difference in how serious, rigorous, strict positioning, doing a similar lighthearted, stressing their experience platform under a certain topic.
Such product positioning, with one phrase:
Story, said experience and writing jokes community questions and answers (or content-sharing community), die (Shan), imitation (Zhai) know.
Second, we made such a community to explore, to meet the demand, what features are required.
Core requirements for readers, is fun and practical experience for writers, is a sense of achievement, personality, brand, as well as more practical benefits.
Based on this demand, we further deduced what kind of function:
Readers: Discover (hot, quality, search, personalized recommendations, and other collections, custom concern); reading assessment (like, thanks, comments)
Writers: writing (discovering and editing writing, invitations); points or rewards, personal pages (introduction, historical time line, show more); columns; IP output (e-books, scripts, publications, etc)
Taking into account here, as production of kick-ass products, but we can also imagine that there are a number of potential users, is the IP receiver. We have to put this on:
IP receiver: getting IP content (stories, jokes, scripts, etc)
Know a little different now, isn't it?
We go back to the previous level is the structure, taking into account the basic interaction logic.
Since the logic of the product revolves around content, that we have an "article" as the core, to specific logic.
Below is the "writer" would reach the path of the page of the article.
Below is for readers and recipients IP, get article page path:
These two graphs are simply examples, certainly complex 10 times, would not go into details.
Then to two levels above, here don't show anymore, but I did not intend to introduce, as these two layers tend to be particularly familiar, page animation, layout, typography, Visual design, and everyone can say a bunch of your favorite APP. But startups, boss and product managers often ignore the following three layers.
No Foundation and superstructure how steady?
Well, now imagine the contents of these five levels are perfect, goes like this:
The future, every need, no matter who is coming, you can find it from this location.
If it is vacant, that is to say without the support of the underlying, or do not have this requirement, or is not in line with our definition of the product, that it is wrong, this is wrong. No matter how high tech, the demand looks more cool.
For example, bosses come to say, Hey, I think we can sell books feature. You see I said there is no reason: first, these users are reading something, it must read and, secondly, we can offer some praise for the book book review feature also allows v to write book reviews, for discussion, thirdly, this function can be realized directly, Oh ~
At first glance you will some ignorant force, especially if the boss his eloquence will therefore focus on a point you're convinced, just looking for a loophole. However, as product manager, you first have to think.
When you took out this big table and said: "the books have to do with our current design chicken" beep "? Basically, it does not meet our product definition, nor is our target population, love brush answers do love reading books, but not necessarily to buy books? And why don't buy books in Jingdong Taobao buy? Must we buy? We are cheaper than they, or than they are of good quality, or than they deliver fast? Vera Bradley iPhone 5
"In addition, the check user needs we do, none of them is able to sell books to meet, that is, even if we really want to do, is to redesign the user requirements, we can be said to be completely opened up a new line.
"So the whole logic, even if you say yes, we do have a new product, existing product anyway, can't do. 』
If the boss is logical, he should be able to quickly understand your reason.
To cite a real example.
Before a friend of tourism projects, is selling overseas tour APP of the route, foreign tours of the home page is displayed. But their bosses felt that active enough, thought about it, decided to do business on the second page, selling visas to attract business, selling portable WIFI users. Now they consider interesting and fine Guide and travel, to attract users.
Can you see the problem yet?
These features are aimed at the same customers, foreign tourists, of course, need to buy both routes, but also to get a visa, buy portable WIFI, also guide travel reference. But this is three requirements of good!
Simple graph is probably this:
Some entrepreneurs do so naïve as to think I platform users to always profitable, hell what needs analysis.
Circle but you sell your WIFI users, maybe a lot is free, never buying route, then how may lead them to your main product?
For example, I was reading a travel feel like I'm out of the country, I was finished, I'm going to buy your course?
3. the lowest cost way to solve problems, refuse to unrealistic
This is to take a while.
Make any product's original intention was for the user to solve problems, if you use the user as idiotic, opportunistic approach a success and want to, then you will a fool sooner or later.
Say two examples see:
By throwing money way to get users to use products that do not need.
If there is no experience, you can at noon or evening meal to wangjing between SOHO and the Unicorn Club, or to walk around near Zhongguancun Street. You took a lot of flyers and gift, you are downloading a lot of APP, concerned a wide range of public, now tell me, is there a few you really need.
Money always leads to users. But how many users is that he is not after money or stay?
Attempting to use high demand low frequency demands, just pulling you want not just needs.
Just like the outside tour example. You can use many ways to do a function, such as you become your WIFI's first in the country, then what? You if the course is not good, that no one will you still buy the course.
This do you use another function, meet the needs of another method to pull the core functions and meet the core requirements, it only amounts to a product b, hang a advertising of the product.
So in the beginning, everyone thought active, when everyone uplifted, be sure to keep in mind what are the user requirements. Product is not interesting, fun, messing about, it is required you have to calm down and think about, and all things for the sake of users.
Another point, low cost means, there's no need to eat fat.
Such as overseas travel, then route have done especially well, pages can be very simple, but useful, can't go wrong, process integrity. Compared to blend a lot of social features, travel features, screens are cool, but users are hard to successfully complete online payment products, to kaopu much.
The last sentence, seriously enough for any functionality, the fear for all users.
4. the best teams lubricant, refused the argument
This is very simple, is during the start-up phase, different needs and demand will inevitably have to undertake a variety of disputes, but don't let it go on endlessly.
Whether it was arguing with someone, also was involved in the disputes of others, has to remember:
At any time, pay attention to tone of voice, and advise others to pay attention to tone of voice
Talk about no personal attacks
Factual, not to mention trivia before ("you just don't do what I needs Ma eggs last month that simply would not give me")
To find a solution as soon as possible, do not freeze
Agreed solution must comply with
If necessary, snaring in calm situation
In short, never threw to the boss: they all say but who, I don't know about it.
But when the boss asked when you have the confidence to say: some problems, but to solve it!
End of story. I wish you all a business successfully. Hope your problem has been solved.
Drawings: the stills of the zero HIV Division. Old white is also in the business, maybe from the show, you can learn something.
238 votes
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