Workflow of product manager

Product Xiaobai is most concerned about: how to get started quickly. Then you need to know what the product manager wants 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:

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As we can see from the figure, it seems that the work of the product manager has not ended exactly, but has formed an infinite cycle. From initial product definition to design, subsequent development and product release. Even after the product is released, it is necessary to collect user feedback and analyze data in time to improve the function and iterate the product.

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Product definition:

Before designing a product, two preparations need to be done: detailed investigation and output of requirements document (prd).

1. 1 survey:

Target user survey

market survey

Competitive product analysis

1. 1. 1 target user survey

Demand comes from users as well as 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 interviews, observations and experiments. Please refer to the next article "Market Research Methods" for specific market research methods.

? 1.2 requirements document (Prd):

The structure of the complete requirements document is shown in the following figure:

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Figure 1

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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, solid model, etc. (It is recommended that Apple use sketches and solid models).

Flowchart-Vision

Brain map -MindManager, Xmind, etc.

Use Case Diagram-Process, Vision

Visual design (user interface, interaction):

Visual design is the refinement and beautification of prototype. Includes UI and interaction. Color matching, pictures, Logo, icons and so on. Most of the software used in interactive design is similar to that used in 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 track the development progress and communicate with R&D personnel, testers and UI designers. Manage requirements and modify the scheme in time.

test

Testing starts from research and development and continues until 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 is necessary to prepare for the release: sales training (training the function, use process and selling point of the product), product pricing, operation strategy, promotion plan 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 focus is basically: the problems of your own products, the problems of competing products and possible opportunities.

Then through what channels can we collect user feedback?

Open channels: App Store and other application markets, Weibo and 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, the strategy of searching+keyword subscription+using monitoring tools can be adopted;

Semi-public channel: WeChat friends circle can search for keywords through the "search-and-search" function;

Internal channels: This requires the integration of internal user feedback channels, including e-mail, 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, Kutong, etc.

For the app store, we should focus on monitoring the following four points:

Low score and bad review: pay attention to low score1-3;

Effective comments: Pay attention to comments with actual descriptions.

Abnormal behavior: for example, the water army swipes the bill and maliciously evaluates it.

Changes in competitive products: Monitor changes in competitors' applications.

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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 website.

Find problems through user consultation and complaints.

6. 1.2 Discovering problems through user research

The process of user research:

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Clarify the background and purpose of the investigation:

Background: Under what circumstances did you start 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 large and comprehensive, and the more concentrated the direction of the investigation, the more valuable it is; Avoiding falsehood and emptiness is of little value to the study of industry users and satisfaction.

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Select target users

Based on the background and purpose, a large number of users who conform to the behavior are selected first.

Select some target users and make targeted analysis (user portrait)

Choose the right user (time, place, interest level, etc.). )

Invite users: directly explain the purpose and inform what may happen.

Quantity: generally not more than 5

Analyze users and problems

Here is to guess the problems that the target users may face in advance.

Analyze the possible problems and solutions of the research object.

Guess the needs of users 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.

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Investigation site

According to different situations, arrange inspection sites. First of all, ease the user's mood, don't rush into the interview/investigation, then find out whether the background information matches 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.