Product Xiaobai is most concerned about: how to get started quickly. Then you need to know what the product manager is going to do, what skills he needs to master, and the related work software.
The workflow of the product manager is shown in the following figure:
?
As can be seen from the figure, it seems that the work of the product manager has not completely ended, but has formed an infinite loop. From initial product definition to design, subsequent development and product release. Even after the product is released, it is necessary to collect user feedback, analyze data, improve functions and iterate the product in time.
?
Product definition:
Before product design, there are two aspects to be prepared: detailed investigation and output of requirements document (prd).
Investigation on 1. 1:
Target user survey
market survey
Competitive product analysis
1. 1. 1 target user survey
Demand comes from users and then to users. Many times users don't know what they want, so does PM still listen to users? The answer is, of course, listening, but listening and analyzing skillfully.
Two situations studied by users:
The product has not been designed yet, and it is in the process of going from 0 to 1. Collect data before design to design product function and layout.
The product is online and in an optimized state. Collect user feedback to optimize product functions.
The purpose of user research:
Understand the user's use of the product.
Understand the usage scenarios and processes of target user groups.
Summarize users' problems and processes.
Put forward the most reasonable solution
1. 1.2 Market research
Market survey methods can be divided into two categories: the first category is divided according to the selected survey objects, including comprehensive survey, key survey, random sampling and non-random sampling; The second category is divided according to the specific methods adopted by the respondents, including interview, observation and experiment. For specific market research methods, please refer to the next article "Methods of Market Research".
? 1.2 requirements document (Prd):
The structure of a complete requirements document is shown in the following figure 1 and 2:
?
Figure 1
?
Figure 2
1.3 analysis of competing products
Product design:
Product design is divided into prototype design and visual design.
Prototype design:
First of all, we should make clear the business process, and design the interface layout and overall architecture according to the conclusions drawn from user research and market research and analysis.
Required tools and outputs:
Prototype-AXURRP, ink knife, model, etc. (Apple Computer recommends sketches and prototypes).
Flowchart -viso
Brain map-MindManager, Xmind, etc.
Use case diagram -Processon, viso
Visual design (UI, interaction):
Visual design is the refinement and beautification of prototype. Includes UI and interaction. Color matching, pictures, Logo, icons and so on. The software used in interactive design is similar to that used in Otawa prototype design, and the general prototype design software has interactive function. Only interactive design pays more attention to the aesthetic feeling and interactive form of products.
Product development:
? In the product development stage, the product manager needs to follow up the development progress and communicate with R&D personnel, testers and UI designers. Manage the demand and modify the scheme in time.
test
The test runs from the beginning of research and development to before the product goes online. The product manager needs to conduct feasibility test, user experience test and use case test.
question
After the product is completed, it needs to be prepared for release: sales training (training the function, use process and selling point of the product), product pricing, operation strategy, promotion scheme and user education (writing product manual).
improve
After the product goes online, the product manager still has a long job: product improvement/product iteration. Need to collect user feedback, product use data, competitive product analysis, etc. Conduct data analysis to improve functions and iterate products.
6. 1 Find problems through user feedback
When you see the content of user feedback, the concerns are basically: the problems of your own products, the problems of competing products and possible opportunities.
So through what channels can we collect user feedback?
Open channels: App Store and other application markets, Weibo, Post Bar.
Semi-public channel: WeChat circle of friends
Internal channels: user complaints, telephone recording, customer service consultation.
6. 1. 1 Handling strategies of different user feedback channels:
Open channels: for open channels, we can adopt the strategy of searching+keyword subscription+using monitoring tools;
Semi-public channel: WeChat friends circle can search for keywords through the "search-search" function;
Internal channels: This requires the integration of internal user feedback channels, including email, QQ, messages, etc. You need to communicate with front-line colleagues regularly, or do customer service for a day.
What are the specific user research channels, and what should we focus on when entering these channels with a lot of user feedback?
For example:
App store review
Mainstream app stores and common tools include:
IOS:App Store, Android: 360 Mobile Assistant, Android Market, Baidu Mobile Assistant, Xiaomi App Store, Anzhi Market, pea pods, etc. Commonly used tools are APPAnnie, Applied Radar, ASO 1 14, Cool Pass, etc.
For the app store, we should focus on monitoring the following four points:
Low score and bad review: focus on low score1-3;
Effective comments: Pay attention to comments with actual descriptions.
Abnormal behavior: for example, the water army brushed the list and made malicious comments.
Changes in competitive products: monitoring changes in competitors' applications
?
Mainstream social platforms and common tools
Tools such as Weibo, Post Bar, Zhihu, Renren.com and Snowball include keywords+favorites, Weibo Enterprise Edition, Baidu and Google.
There is a trick to check the content of the post bar. Adding site:tieba.baidu.com after keywords is equivalent to filtering the content of the site.
Find problems through user consultation and complaints.
6. 1.2 Find problems through user surveys
The process of user research:
?
Clarify the background and purpose of the investigation:
Background: Under what circumstances did you initiate the investigation? Must it be solved through user research?
Objective: What results do we hope to get through the user survey?
The purpose of the investigation should not be big and comprehensive, and the more focused the direction of the investigation, the more valuable it is; Don't pretend to be a snake, which is of little value to the research of industry users and satisfaction.
?
Select target users
Based on the background and purpose, first pick out a large number of users who conform to the behavior.
Select some target users and conduct targeted analysis (user portrait).
Choose the right user (time, place, interest level, etc.). )
Invite users: directly explain the purpose and tell what may happen.
Quantity: generally not more than 5
Analyze users and problems
Let's guess in advance what the target users may face.
Analyze the possible problems and solutions of the research object.
Guess user needs and propose solutions.
Turn the solution into an executable demonstration (paper, prototype, etc.). )
Prepare the task and interview outline, and practice.
Prepare questions according to twice the preset time of user research, mark the key questions that users must answer and operate, prepare the tasks that users must operate, string the questions together, find colleagues to rehearse, and finally summarize and adjust.
?
Investigation site
According to different situations, arrange the investigation site. First, ease the user's mood, don't rush to interview/investigate, then find out whether the background information is consistent with your own guess (user portrait), simulate the user's real environment as much as possible, and record the user's operation process as much as possible: screen recording, audio recording and taking notes.
Survey summary
Organize the research process of a single user, whether to adjust the research object, and summarize the process and conclusion of this round of user research.
Link: /p/60 1c9286ceea