Say firmly.

"I have twice reflected in the background to improve the group management function, but you refused, saying that I don't intend to optimize it for the time being ..."

"Is nailing only for managers?"

"Do you need to socialize when making TO B products? What do you think? "

……

At a nail product seminar in Ali recently, Alibaba employees who claimed to be one of the most critical user groups in China issued such a challenge to nail products.

In the words of Jun Ye, the president of Nail, "On the intranet, everyone is teaching how to make products." There is a special button on his nailing interface, which allows you to enter Alibaba's intranet with one click and search all posts with "nailing" keywords. He clicks at least once a day.

According to the feedback from people familiar with the matter, whether it is Ali employees or users, Buqiong brought many important products PD and responsible persons in that discussion, so that everyone can "get revenge".

0 1. Even if you hit your face, you have to change it.

Fine-tuning the color of icons or moving the search box from the side to the middle has caused a lot of discussion internally.

At the beginning of 20021,version 6.0 was released. On the day of its release, Alibaba's intranet was questioned. Some people even made it clear that version 6.0 is not as good as before and should return to the old version.

Make a decision when you are not poor that afternoon, respect users' opinions, release the download link of the old version, and post long posts on the intranet to answer your questions one by one. This long post quickly jumped into the intranet hot search, and many people accepted this sincere "explanation post". Now the post has been built to almost 500 floors, and many people are still updating their suggestions for improving nail products.

That day was the100th day. Later, according to his memory, this "small storm" that the new version was not as good as the old one made many people inside the nail a little "injured", including himself. To make a TO B products, mind is more important than function, and function is more important than KPI. Everything starts from the user's mind, and we can't do a function in turn for a KPI, and finally lose our mind. This became a sentence that I often said to the team later.

In the head's view, 202 1 is also an important milestone in the development of nail products. Not only inside Ali employees, but also outside, we have also seen the change of this 500 million user product.

"There are so many roles in an enterprise, how do you consider the balance of functional requirements of different roles?" This question was thrown at the seminar. In other words, any enterprise has bosses, management and ordinary employees, so who is responsible?

Many people think that nailing is for the boss and easy to manage, which is the biggest stereotype of nailing.

The answer of the nail product team is very frank, and I can't help but quote a little more:

First of all, an enterprise needs a set of OA or office software, the person who pays the bill is the boss, and the decision is made by the boss. Undeniably, the boss is also the engine of enterprise management and organizational development. When a product is still in its life cycle, people who pay the bill must be willing to use it first, and then there is the so-called experience word of mouth. Early product developers must respect the status quo, nailing is a tool, and it is impossible to independently undertake the mission of changing the management mode of enterprises.

Secondly, nail has made many changes in respecting employees and realizing the separation of work and life. For example, many people criticized Ding Yixia. When 20 14 was first released, "Ding Yixia" was very powerful. It will call each other three times in a row, but still use a private number. Nowadays, "Ding Yi" is much gentler, and most people use in-app and SMS. If you use it too much, you will receive a friendly reminder that you have used it too many times and use it less.

"And I want to argue for the nail. The most common scenario of D function is employee D supervisor. Usually, when there is an urgent need for approval or decision-making, they will bite the boss, but the boss rarely bites the subordinates, "said an Ali employee.

Another example: Recently, Nail added the option of "sharing regularly" to the "post-it notes" function, allowing enterprise members to set the information they saw on their rest days and the memos written to colleagues on weekdays. "You need to have a weekend attitude. Let's talk about it next Monday ",which is a kind of respect for the principle of" separation of work and life ".

This year, the CEO of Quick Watch Comics once spoke publicly in a circle of friends, calling the nailed OK gesture "arrogant and aloof". As a boss, he felt embarrassed and strongly suggested that the product manager change it. After several twists and turns, this circle of friends turned to the inside of the nail, and the nail silently accepted the suggestion, specifically comparing the gestures in the real world and adjusting the OK expression in a cute and emotional direction.

Nail OK expression before and after modification

Comparison of expression before and after nail OK

In the past two years, many new functions and improvements have been introduced, in fact, in order to improve the work efficiency of the enterprise unit time, thus reducing the burden on employees. For example, the "Nail Flash Meeting" launched by 202 1 and 10 is a one-click enterprise meeting toolbox, which integrates documents, schedules, video conferences, to-do items, groups and other tools in the meeting interface, and also has instant shorthand and sharing functions. Those small enterprises with seven or eight employees should welcome the "nail flash meeting" most, because it really solves most of the pain points of the meeting at a very low cost.

Nail flash meeting, nail the enterprise conference toolbox launched not long ago

In fact, I think large enterprises should also welcome this conference toolbox. I have worked in a brokerage firm for ten years, and I hold various internal meetings every month and week. By Friday, I had completely forgotten what was discussed at the meeting on Monday. At least three small meetings at the group level should be held at the meeting presided over by the department head to figure out what to do. If there had been a "nail flash", I should have saved more than ten hours a week to do something more meaningful-playing games or sleeping.

Fast+1, safe paddling

Nail is learning how to make more ordinary people "experience better", not just taking care of the boss and management. For example, the development of HR and financial modules is more practical and efficient, and the experience of HR and financial personnel will be improved; Enhance the function of nail reimbursement system, connect with digital badge, realize full automation of travel reimbursement, improve the experience of all employees, and do not need to post invoices.

Last month, Nail announced the establishment of the Audio and Video Division, and set up the "Nail Humming Bird Audio Laboratory" in this division, which was headed by Feng Jinwei, an acoustic expert. It is said that the future design idea should be more "design for absent employees and asynchronous design".

In order to improve the product experience of mixed office, it is decided that some teams will work at home for one day every month from June 165438+ 10. The original intention is to let employees experience nail polish, audio and video products, and let employees express their opinions on their products.

02. nailing is to make products seriously.

When it comes to nailing the future of this product, Buqiong put forward an interesting statement:

In other words, "making a good product" will be regarded as the bottom kinetic energy of the flywheel. Manicure should take products seriously.

According to the head of the delegation, Ali will also evaluate the NPS degree of all products and nail the top products, but some functions are still unsatisfactory and need to be improved.

Some people will ask: isn't "product-driven" the growth model of To C business? Nail is a typical To B product. Do you also need to consider word-of-mouth recommendation and take the product-driven route? In fact, this is also a stereotype formed in a specific historical period. In the past, the ToB professional service market in China was underdeveloped, with few types of services and high prices, mainly relying on the ordering ability of sales staff. However, with the development of ToB market, "product-driven" will become an important development path of ToB products, and self-operated and self-propagating products will grow faster; Products that don't follow this path are difficult to grow.

The demand of ToB users is much more complicated than that of ToC users. Without in-depth user research, it is difficult to figure out where the pain points of users are. Every industry has its own know-how. You must understand the business processes of enterprise users before you can talk about the transformation of these business processes. Moreover, ToB products are full of a large number of low-frequency functions, which are very important and cannot be cut off; How to guide users to use complex low-frequency functions is a great test for product managers.

Therefore, when someone asks "What is the moat of nailing", the nailing product team will not hesitate to answer: "First of all, it is the understanding and accumulation of users and customers for many years; This is the first-Mover advantage we must maintain. "

This is also the biggest difference between To B products and To C products-To C products can be held high and played high, and single point blowup can also be in an invincible position, winning the overall situation with one stroke; To B products must be steady and steady, with mud on their legs and cocoons on their hands, and we can't blindly expect to get it done in the first world war. The past decade has been the golden age of To C products, but doing To B with To C thinking may be a big loss.

The nail product team has realized that only by serving every employee of the enterprise can we serve users well.

Staying work cards is one of the most friendly functions for employees.

Of course, they can't meet all their needs, no matter how strong their understanding of the enterprise is; It is very important to introduce third-party applications. Therefore, the nail product team believes that their second moat is "opening"-opening more than 2,000 interfaces to third parties, opening up a number of functions and industry capabilities with core competitiveness, and building a low-code aggregation platform. If the nail can be transformed from an enterprise collaboration software to an open digital productivity platform, it can completely solve all kinds of pain points of enterprise management and achieve success.

label

The spit of this product in Ali will bring me two feelings: First, the nail is very humble now, willing to listen to various opinions, and even some mercilessly spit; It admits its shortcomings and dares to improve. The second is that the nail is changing, turning to comprehensive product-driven growth (PLG), looking at the needs of enterprise users more comprehensively, and seeking a win-win situation with enterprise users and ecological partners. Having such a correct attitude is the basis of making a good product.

In any case, I sincerely hope that there will be several To B productivity tools in China that are efficient, comprehensive and directly hit the pain points of SMEs. In the past few years, I have observed the industry as an analyst, and the biggest experience is that the digitalization of traditional industries in China, especially small and medium-sized enterprises, is too low and there is too much room for improvement. Many enterprises want to improve efficiency through digitalization, but they don't know how to improve it. They can only struggle at the low end of the industrial chain year after year.

If large Internet companies can help them get rid of the quagmire and move towards the high end of the industrial chain, it will undoubtedly accomplish a major social task, which will bring huge externalities and bring long-awaited new vitality to traditional industries.

I hope nailing can make greater contributions to this task.