Wasanity Sharing: Talk about my B -end product methodology

Edit: Product manager is a fast -growing post. The more you come in contact with, the more experience in summarizing. The author of this article grows from a small white to a B -end product manager. Based on his own work experience, he summarizes a set of product experience and hopes to help you.

First, the first saying

Assuming that a product manager needs to complete a task within one hour, then the first fifty minutes should be spent on the analysis of demand, and the output of the plan should only take the last ten minutes.

It has been more than a year since the last post. During this period, I experienced a number of nodes such as summer internship, autumn recruitment, and graduation ceremony. Under the influence of the epidemic, it seemed to have a unique imprint. People also lamented time.

At present, I have made products at a B -end SaaS enterprise. So far, I have produced hundreds of demands in large and small. For personal habits, I want to summarize a set of methodology to facilitate subsequent needs design, reduce the duplicate workload, There are precipitation and consolidating basic capabilities.

The quoted sentence is that I recently read in "Creation Penguin". I have a deep feeling in combination with my own work content, so I shared it with everyone, and also used as the theme of this article. Based on the entire process of processing needs, I split it into the following nodes. The content of this article is mainly the preliminary methodology for demand.

Early period -Discover demand, refine demand, distinguish between needs, and management needs in the middle -design needs, post -line control progress -follow -up after online, discover demand

I found that the proposition of demand is more subjective. During the work, I encountered various channels including user research, user feedback, PM self -thinking, competing analysis, and experience products. Personally, I don't think it is necessary to tangled. Each channel has its own advantages and disadvantages. Perhaps "discovering demand" can be understood as a complementary channel. Discover the problem, and turn to verify whether the problem exists after his own thinking.

"Regardless of the black cat and white cat, it is a good cat to catch mice." You can start with regular collection and update records and simply communicate with users. The important thing is to cultivate your keenness to users, ingenuity, and industry.

Third, refine demand

User A: I want to implement the XXX function PM: Oh, understand, I think it should mean that, the demand immediately -after the online -the data is poor, the feedback users did not buy it, and I couldn't help but start doubting life. What do I do if my function is useless? Intersection

In PM's daily work, we will receive a lot of demand information from all directions. Remember to handle the information with colored glasses to avoid becoming a "self -hi" product manager.

Understand the background and demands of the problem, if necessary, you can verify multiple times (you also need to think about the ability to think in another way, don't disturb others HH), be sure to be objective, authentic and clear. For example, user A told you that you hope to use your mobile phone when you drive:

Scenario: During the driving process, one person needs to conduct communication user behavior: driving one hand, and the other hand to operate the mobile phone target: quickly and conveniently operate the mobile phone, it is best to disperse too much attention effect: user opens the application: user opens the application After that, you can directly press and press the voice operation to refine the complicated information as: User A In XX scenario, you want to achieve XXX demands through XXX to achieve the purpose of XXX.

4. User needs 求 Product needs

User needs are not equal to product needs. This is a misunderstanding of many students. To increase user needs into demand document levels, it also needs to be considered by the market and business.

For example, the needs of a refined user is "I want to upload learning videos to set up payment to play", then we must first ask ourselves two questions about the market:

a. How much is the same request? (market capacity)

Under specific conditions, the same user needs collection has reached a certain level. For example, the knowledge payment demand in the example, we run data to see that the proportion of users in the education industry in the product is huge, and 30%of users want to pay for video payment, which means that it means With a large market capacity, you can continue to understand.

b. Is there a solution? (Market environment)

This step is to understand two points. Is there any solution to the knowledge payment function and implementation of the directly or indirect competition?

So what demand can be called commercial demand. Business demand is to achieve business purposes. Focusing on the operation or business needs of products, such as knowledge payment functions can help merchants pass online to obtain customers -transformation paths, adding products to the product, which increases the product. Selling methods to meet business operations. Or to help merchants save labor costs and time costs, and also belong to the purpose of realizing business purposes in disguise.

A good product demand should meet users and markets, while taking into account business.

Fifth, demand classification & management

Filtering to this step is a high probability that it is real needs.

With the increase of the number and quantity of finishing, it will gradually form a map in the mind. Which part of which is recorded and what types of questions are recorded on it, and what do users pay attention to? Increasing the well -familiarity of the product is not as good as rotten. You can't even remember the problems mentioned in the user survey last week, let alone several weeks or even a month ago. It is the product responsible for the preliminary survey of the product. You can try to search in the pool. It can help you complete the scene or discover the problems in the upstream and downstream links of the demand. Improve the quality of demand output. A vertical scene is combined with the business needs of the enterprise. There are many functional modules involved in the product, and it has been stepped on several times. At present, the fields as shown in the figure below are organized to classify the needs of the collection of collected back: divided into six attributes of function, style, operation, quantity, experience, and TIPS. To meet or the small demand FIX drop, combined with the record time, you can even evaluate what types of demand in a certain period of time: which part of the product needs, and the minimum granularity to the specific functional module. The purpose of this field is to facilitate screening to screen Which module demand has the highest frequency, the collection of "type" field can even optimize the entire user path is limited to the feedback scene on the small function point: Simply 赅 Explain the scene behind the needs, which is convenient for traceability. Remarks when emergency requirements such as risk control and cross -departmental collaboration, and do not fill in. Because at the beginning of this field, the subjective judgment will be high, medium, and low at the moment of recording the demand, but demand management is a long process. Instead, it will be puzzled. As a result, the "management needs" goal record time: when to record the demand, facilitates the combination of "type" and "modules" to make periodical re -inventory and the optimization of the entire user path The planning status will be included in another table management, so there is no need to fill in. Consider removing the column to reduce the interference remarks: Random response, understand the task progress: the same as "online time". Considering the abolition of reduction of interference. As for the management of demand, I have two forms. The "Personal Demand Pond" mentioned above and the "Project Management Form" mentioned above. Demand in the process. The two forms are updated before get off work every Monday and Friday.

Even in the "Project Management Form", I will separate a Sheet record of the needs of the current version of the current version. The purpose is to monitor the progress and ensure that the demand is launched in accordance with the quality. (In the case of unable to push, you can also feedback in advance to avoid tearing)

6. How to plan for demand

The demand I have taken over is divided into three categories

Function category: Realize the XX function, relatively high demand survey and logical capabilities; style categories: to restore the XX style through the XX function, which is relatively not so heavy, abstract induction and demand details capacity requirements; operating categories; operating categories; : Through the XX method to achieve the XX purpose, relatively high global consciousness, data thinking, and brain hole requirements; this article will focus on how to plan the needs of functional categories.

Seven, old function combing

The products I have been responsible for it have been 11 years. After passing N PMs, the records of recording are also poor. Often, there will be a situation of "incorrect version of goods" or "one sentence demand". So when I plan for each need, I will take the initiative to spend time to sort out the old logic.

No matter what type of functional needs, even if it is a new feature, I also recommend that you output the two brain maps of the corresponding functional module. "Information structure diagram" and "functional structure diagram".

These two types of brain drawings have countless articles in the search engine. Remember to learn product knowledge at the beginning. They often confuse these two types of pictures. Later It will simply talk about the significance and difference between the two.

1. Information structure diagram

The information structure diagram refers to each element in the poverty page/function, and I generally use the setting item. It is necessary to do nothing and prevent omissions. In order to facilitate everyone's understanding, I gave an example of WeChat. The "Settings"-"My" TAG information structure diagram in WeChat is shown in the figure below. You can think about the product.

The information composition can help us understand the "structure" of the old module. Whether there is a personalized setting under specific options, it can efficiently understand the full picture of the old module/function.

2. Functional structure diagram

Baidu Encyclopedia: Draw an icon based on the subordinate relationship of the function. Each branch in this icon is called a functional module. The functional module can be divided according to the specific situation. The decomposition minimum function module can be each processing process in a program, and the larger functional module may be a set of programs to complete a certain task

The definition of Baidu Encyclopedia above is a bit around. I understand that the functional structure diagram refers to all the functions in the page, and the minimum granularity is the function that users can use. Similar to a bird's -eye view. In the same way, the functional structure diagram of "Settings"-"My" in WeChat is shown in the figure below. Compared with the information structure diagram, the difference between the two is compared to the information structure diagram.

The difference between functional structure diagrams and information structure diagrams is that the former focuses on abstract information, and the latter focuses on listed information.

The combing of information composition diagrams and functional structure diagrams can help us understand the "past and present life" of the current functional modules from the two dimensions of the longitudinal and horizontal direction, and avoid taking detours during the planning stage and improve work efficiency.

Of course, if it is a very complex functional module, you can also go to the company's R & D management platform (our company is TAPD) to search for historical needs with functional modules as keywords to see if there are AB tests or special compatible logic.

After the product manager is sorted out, if you have the conditions, you can let the experienced testing and developing students help you take a little glance to prevent the omissions (the special compatibility logic discovered during the development process, which leads to the partial experience of the plan. ).

Eight, new function disassembly

8.1 Demand Research

If you want to understand the needs, you will never be separated from users, scenes, and demands. I will divide this part into two dimensions internal and external to introduce how to conduct demand research in daily work.

8.1.1 Internal

Search work order & user feedback & recommendation:

Work orders are common in platform products. Users can communicate directly with PM through text, pictures, reference links and other elements for problems in the process of use. This time, or after the label, this communication is completed. One communication is equal to a work order.

At this stage, the most direct and effective channel I get the demand is the feedback of the workmanship. Users can speak freely, and even have seen the prototype of Axure. It is also more conducive to management for PM. You can concentrate your energy in half an hour when you just arrive at the company for half an hour and half an hour near get off work.

In the process of processing the work order, you can guess what is the highest frequency of me to reply to?

"I have received your feedback. If you want to know what scenario you need XX function/have XX demands, you can talk about it in detail. If the conditions permit can also be attached to the corresponding screenshot or link, so that we can understand the problem."

Yes, in the process of demand survey, the most taboo PM for granted, "Oh the user should say this problem, and the demand for follow -up immediately" is not desirable. Although it is efficient in handling this, it is very likely that you are in the end. There is no problem that users encounter at all.

So what to do to really solve the problem?

The first is to understand the user;

From the processing of the first work order, I have always retained a habit, that is, I will sample to see the actual use of the work order to belong to the user, especially considering the requirements of the work order. By sampled The purpose of the product and the situation of use. For example, the user proposed a "very urgent" form module appeal. In actual sampling, it was found that the user had paid it, and the main scene of using the product was not to be retained by customers, and did not use form modules. Then you have to keep your heart, which means that this appeal is either a must -have demand, which has affected the mainstream process that cannot be used, or it is just that the user's efforts are tide. You can initiate secondary communication with questions. After understanding the user, the angle of the problem is different?

The second is to clarify the scene; the scene is a combination of time and space, representing someone, at a certain time, what is done (cause, pass, result).

What module? Which page? If it is an optimized work order, whether it can reproduce as the standard, if it is a new function, whether it can be understood as the standard. In fact, the work content of the product manager is to create new target scenarios, or optimize existing scenarios, and meet the needs of users in these scenarios to meet the needs of users

The last is the digestion:

People are always the product of the emotional world. It is impossible to make judgments forever and fair. Just like the example of the work order mentioned above. If the user is really described by the tide, we spend a lot of cost to achieve it, then it must be relatively low input and output in the end.

Due to the cost limit, it is impossible for product managers to sit next to the user to observe his behavior. Therefore, we need to use various methods to tap the user's true demands, and share the "demand split method" I often use here for everyone, such as:

"User/I want to eat McDonald's PM/Why Spicy chicken wings (found a deeper layer of demand, wheat spicy chicken wings are McDonald's subsets) PM/wheat spicy chicken legs? (Instead of one element in the solution, see if it can meet) users/Want to eat chicken wings (want to eat chicken wings ( Get more details) PM/roast chicken wings? (Suppose McDonald's does not sell roast chicken wings, so find users' replacement needs) users/can also "....

PS: This idea is seen in an article about a demand survey before, and it is very interesting to record it.

This kind of method similar to breaking the casserole asked to the end. It is more interesting to find the real needs of the user through layers of answering the user. Finally, it is more interesting. Of course, the above content is just convenient for everyone to understand the idea of ​​excavation. In real work, it is almost impossible to encounter such a gentle and elegant user who will patiently answer every question of you (if you really encounter it, you can cultivate his feelings with him hahaha), so we have to sampling from other channels, such as sampling, such as sampling, such as sampling, such as sampling, such as sampling. View the content of each customer service session of the user to supplement the details. Then in the product design stage, we just need to think about the disassembly to the last problem. In short, try to achieve "no self" in the process of demand mining, empty your subjective judgment, listen to the voice of the user, do not mix too much subjective opinion, do not leave the user base, especially the core user group to judge the needs, do not leave the scene from the scene Think about the demand, start from the needs of the user, and dig out the real goal of the user's heart.

Search for customer service:

If the work order is an abstract manifestation of the problem, then the customer service session is the expression of the problem of the problem

Customer service session refers to the user when using the product to initiate a chat window with our customer service classmates through different page entrances. Users can initiate online communication through text, pictures and other elements.

Because of the timeliness of customer service session tools, there will be more detailed scenarios and demand descriptions compared to the work order, which is convenient for PM to obtain useful information.

It can also be sampled by searching for keywords to see how many sessions are related to search keywords in this cycle, so as to understand the commonality of users and scenes and provide fuel for tapping real needs.

Colleagues of other departments:

If the content of the demand is related to other departments, or other departments are proposed, they need to take the initiative to initiate inquiries to understand the background and purpose of the matter. Here are more knowledge about communication skills.

Ownship consciousness, even if the initiator is not his own business, you have to treat it like your own demand; encounters problems and synchronize in time. (No matter how small the problem, it will cause a chain reaction to reduce efficiency.); You cannot give colleagues casually, especially if you sell and customer service, etc., you must learn to make them read and leave more space for themselves; 8.2.2 external external;

Investigation of competing products:

It is no exaggeration to say that almost 99%of the new features we want to realize can find similar shadows in the market on the market, so it is very important to analyze the relative demand survey and even the entire product workflow.

During the time I just graduated, I haven't browsed the awareness of competing. I occasionally look at it when I do the need, and I once asked me "What is the recent action of XXX and XXX competing products?" Word. In this way, the behavior of closing the country is not desirable. It will not only make a PM lose the sensitivity to the industry, but also easily fall into a strange circle of self -satisfaction.

So the first thing I did later was to find out the functional renewal channels of several direct competing products, and according to the form of the horizontal axis-product name, vertical axis-timeline, as shown in the figure below. Fill in the update content for more than ten minutes every Monday morning. As the document is edited again and again, I also know more and more about competing products. I know which requirement they are expanding during this time, and have more in -depth thinking in combination with product positioning. "Oh, I remember that for a few weeks of XX, I seem to have done a similar feature, go and see" to improve the efficiency of the survey of competing products.

Back to the demand research scene, how to conduct a demand research session through competitive products? You can summarize it in one sentence: what is the solution of other people's solutions, and then we can ...

Below I will be divided into two steps to talk about the specific practice:

First: What is the purpose of your research/which aspects do you want to get through the survey?

First quote a thinking model-Golden Circle Law

Golden Circle Law, also known as the WHY-HOW-WHAT rule

Outer circle layer: What circle layer, what is and what to do. Refers to the appearance of the matter; the middle circle: how to do it, how to do it is the way and methodology of achieving the goals; Some people think, action, and exchanges only use the outermost What layer, but the way of thinking about the law of the golden circle is to think from the inside to the outside, that is, the way-how-what.

Before we conduct a demand survey through competitive products, we must first spend time thinking about the purpose of the survey. What dimensions do we want to get through the competition? Is scene, user path or interaction and copywriting.

For a real example, I used to want to implement a new style, so I traversed all the functional update documents of the competing products and found the corresponding style preset effect. , Go back and find it again. The efficiency is very low, and it may also be deformation due to ignoring the information in a certain aspect.

Why is there such a problem? The root cause is that I did not figure out what the purpose of the survey was? It can also be said that the understanding of the purpose is not deep enough

To achieve a new style, the content of the expression layer, frame layer, structure layer, and range layer requires attention. Therefore, when you implement the survey of competitive products, you may wish to spend some time to think about what purpose you want to achieve, which aspects you need to pay attention to to achieve this goal, sort out a general framework. Essence Second: What are you looking for?

For Internet products, basically all functions can be found on the market. But how do we target and increase the efficiency of research. Introduce the concept of direct and indirect competition here:

Direct competitive products: products with little differences in elements such as product positioning, user groups, and prices, such as Coca -Cola and Pepsi indirect competition: indirect products refer to products with different products and similar target user groups, such as Coca -Cola and Pulous Reference: There is no competitive relationship between the two products, but it is worthy of some of the products that learn from it. For example, Weibo and Twitter I generally pay attention to direct products and references, because the user base and scene with the scene and the height of themselves are over. The products must meet the needs of some users, so the reference is of great significance.

Compared with C -end products, the B -end experience cost is high, especially the product of the payment use model. It is very difficult to experience the user's use process. At this time In the product, that is, the "reference product" mentioned

For example, TAPD (the agile collaboration platform in the group) needs to optimize the editor module, then the agile collaboration platform in other groups is a good way. At the same time, we must also open the pattern. Tools such as Tencent documentation, flying books, and even WPS, or Office have any reference value? It must be there. In some scenarios, they may focus on them, and at the same time, the cost of experience is also low. Select one of the grades.

When comparing the "Reference", keep in mind your research purposes, do not copy photos. Because there is no competitive relationship between the two products, it is not the same problem that solves it. We cannot absorb it completely, but we must return to our own products.

Customer group survey:

At present, there are several ways to reach the customer group: QQ (group chat), WeChat (group chat), enterprise micro (private chat)

For B -side products, the cost of user communication is high, because the actual user and the manager are not the probability that the user is not alone, and the user's emotional value of the product is not high. Essence

Every time I help users solve the problem through the work order and the community, I will try to attach my company's micro-two-dimensional code to guide users to add friends. The success rate is 70-80%. The quality of users who drain this scene are quite high. After adding it to a friend, you can send communication at any time. At present, there are dozens of users in our company, and the corresponding remarks are given, such as the "XX version-ID-feedback function module" is more convenient for us to recognize.

For personal privacy, I do not recommend adding too much users to personal chat software. The work -related should be drained into the work software as much as possible.

List of output function:

The function list is one of the important outputs after the survey. According to the mainstream process/branch process of the user, each point in the functional structure diagram is disassembled as a dimension for remarks. At the same time class.

For PM, it provides a global perspective to the entire function of "bird's eye view". What function points are involved, which is more important to complete the first phase, which are relatively not so important to split to the second or data -driven.

For the role of development, while helping them understand the content of the demand, it also provides the bottom of the pocket and increases the expansion of demand.

Take an example of a demand I have recently made, the classification dimension and evaluation standard I often use are:

Number of work orders & customer service feedback: refers to the feedback content mentioned in the work order and customer service session channel mentioned in [2.1 inward]. Here is a specific number, which refers to the number of directly matches in the feedback to the number of function points. Here is a pit that the product manager must look at the feedback content and understand the demands behind it. You ca n’t take it for granted that you only look at the title or a few keywords. The more quantity, the more it can explain that this is a universal class, but you must also pay attention to combining your own product positioning and differentiation. Whether it is necessary: ​​whether this function point is on the user's main path, if it does not support the impact of the disconnection, there is a disconnecting impact. How big; development cost: How is the development cost of this function point, whether there is component support, whether it has achieved similar functions, if you are uncertain, you can ask the development of students with a good relationship; For the main thinking direction, the above dimensions are the direction of assistance, mark the priority of each function point, and follow the corresponding follow -up processing method according to the priority;

Nine, interactive design

What kind of purpose does the user need to achieve through this function? How can we help users achieve this goal faster and more pleasant?

So far I still remember the promotion of the level of promotion at the beginning of the year. The judge asked my question and answer "How do you think how to judge the good or bad of an interactive design?" Do not do the corresponding adaptation based on scenes and user characteristics. " Interactive design is a relatively basic link in PM's daily work, and the two are closely related to the user experience. Proper interaction and page design can reduce decision -making costs and make it easier to be transformed. I think there must be the following points to do this one:

Understand the scene of the user's behavior and the purpose of our preset; there are enough interactive reserves in the mind (which type of input box is used? Do you want to put away or give a prompt); The secret to learning interaction knowledge: Effective input+classification and finishing+time re-review. Here is a personal system learning method similar to the concept of knowledge garden. Interested friends can leave a message in the comment area. It's right.

Ten, check

1. First, according to the user's use path, check whether there are local logic interruptions, whether the branch process is considered;

2. According to the function list in "2.2", verify whether the boundary logic and compatibility logic are normal;

3. Finally and the most important point, retrieve the case of demand survey, substituted the user's role and scene to see if it can meet the demands, and whether the experience can be optimized;

Eleven, review

The purpose of the demand review is that everyone helps you find the scene where there is no missing in the demand plan, so you must prepare before the demand review. Including checking the prototype preview normally, the jump of some documents is normal. Since the participation is a colleague of the team leader, we must pay attention to the difference in cognition. Simulating the other party is Xiaobai to organize the story, which can accurately describe the problem of the scene and hope to solve it.

In the requirements review, you must learn to grasp the large and small, and feel that there are pits to confirm in advance. At the meeting, the conference directly concluded and argued. You can bring a sentence in one sentence to improve the efficiency of the review;

After the demand review, we must do a good job of the meeting of the meeting. What are the points of everyone challenged during the review?

12. How to land on demand

Thousands of words gathered in ten words, there are responses, and records of everything

A response to things refers to various various problems in the process of demand circulation. In the case of time management, we must carefully think and give conclusions (the next step);

What is recorded in things is that if the needs are changed, it is necessary to draw time for paper or verbal records. It is recommended that you put a change record table in front of each needs and record it after summing up the change point. It is very easy to use;

13. How to push it out

Follow -up:

There are two ways to follow up with my needs. User feedback and function buried points. The latter is also a very important part. I want to disassemble an article to explain.

User feedback is a qualitative follow -up method. Before the launch, the user's feedback can add the effect of the CLOSE and the effect of communicating with these users after launching. It can directly reflect whether we solve the problem.

The function buried point is a quantitative follow -up method. How does the use situation and whether it meets the design expectations after launch, it can reflect the actual use of the user. At present, I will be online/after the online/after the launch, the frequency of the frequency of March after the launch is launched. To produce the corresponding data analysis document, data -driven iteration is a very wonderful thing

Function packaging:

Teacher Yu Jun has a related term in "Product Method Theory" called "Expansion Paraidity", which means that the product is a medium for enterprises and users to exchange value exchange. Users are willing to deal with The cost of users is greater than the effectiveness of other products.

If you want to increase the chance of transactions for users, we can expand the way of product utility, and functional packaging is one of the more common means: select a certain user group, use banner, special page, etc. Functional value.

Because most users do not want to think about it. For example, WeChat has a function called the Big Bang. I saw this term in the update. If it is a paid function, I need it in this scene, but I lost. The behavior of functional packaging is essentially telling the user "what can I do for you", from the perspective of the user rather than the product perspective.

1. When packaging, it is necessary to emphasize value rather than means. Provide a fast -jump function inlet and monitor user behavior through data to drive optimization.

2. Don’t be limited to a single point when the function packaging is performed.

14. Summary

Time flies, this method papers are finished in the first year of the product. In this year, I was from an ignorant intern to an increasingly handy "old fritters". Essence The goal of the one -year career planning that I set myself when I graduate is to "establish a personal B -end product methodology and continue to polish the basic ability." Now it seems that although it is generally completed, its learning efficiency and execution must be improved.

I chatted with friends a few days ago, and he asked me why I spent time to output this methodology. At that time, I was completely from the perspective of altruis. I hope that the output methodology can give everyone a consciousness.Let the job more efficient, so as to help users solve more problems.Now I want to add the perspective of self -interest, because the output methodology is really a very interesting thing. It is like a line that connects each of the past knowledge points, so that I have a warm and new feeling.With the growth of working years, it is possible that the current framework will be modified, and the current ideas will be overturned, but from the perspective of the broader market, it is a positive evolution process, which slowly and practically grow.

Anyway, I hope that I can always maintain this original intention, and I hope that everyone can actively share their opinions and opinions.

This article was originally published by @SKY0247 to everyone is a product manager.Reproduced without permission

The title map is from Unsplash, based on the CC0 protocol

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