If you are a product manager QQ strange user demand, which needs to do first, what to do after demand, not by the product manager and company owner shot forehead decision. Screen name Krrishyan, graduated from the English Department of Beijing University of Posts, former product manager Lotto travel sites, Oak Pacific Interactive product manager, every news product director, seven years of Internet product manager experience, 3 years experience in product management team, have a personalized recommendation, portals, SNS, electricity providers, reading class products, but also have Web, WAP, mobile client, iPad products, open platform (microblogging open platform and Q + platform) APP product experience, with a 'godlike product manager:
Based on the mobile and internet products Practice, 'a book, a total of 30 million words, covering product and needs, the user experience, project management, product operations and product team management, etc., in addition to the product manager training documents have' product manager those things. ' (Published in 'Entrepreneur' Magazine 2012 May issue) out of a first question to quiz product managers in 1998, QQ start planning, launched in February 1999 Beta1 version, May 1999 Beta2, 1999 年 8 月 Beta3. ? Beta1 version can only achieve three characteristics, which give priority to push it from the following three options in check: 1, Cartoon Head 2, 3 can not eavesdrop secure communications, chat rooms 4, small .exe file 5, skin skin6 super-fast 0.5 seconds reaction 7, chats Manager 8, 9 voice, video 10, to see who is 11, transfer files on line 12, QQ expression This question stumped a lot of product manager. Here are answers to two methods, one is based on the actual situation at the time to answer Tencent (answer from the prevailing circumstances, more realistic), the other is based smartphone pyramid answers (from the current point of view, the ideal). Tencent was based on the actual situation of the author answers with Tencent first group product manager Han universe (Punk), who Zhaolang (Paul) and Hujun Zhi (Kinzeer) explored this subject, they are given at the time the answer is selected 1,3 10, for the following reasons: At that time, Tencent QQ about 13 competitors, each with a number of features, from the purely functional terms, QQ function is not prominent. QQ really allows users to feel very hi there are two main characteristics: the first is a cartoon avatar. It does not Suansha function, but allows users to live together, it is important to export the user's emotional needs. QQ head first with Disney cartoon characters, because at that time most of the 70 core users, the Smurfs and other classic picture of familiar and easy condemnation, emotional awareness.
The second is a chat room. QQ and other IM (Instant Messenger) is not the same place, there is a chat room, and the client form. All newly introduced to the IM should solve a problem: users come from QQ chat room to solve this problem?. Because Web chat room on early network user habits, and habits of IM are not familiar, let alone acquaintance. Relations with other IM users, has been relatively unknown, and QQ is a strange relationship between the chain from the chat room, transformed into more familiar, there is a certain relationship with the community, then add about each other QQ, QQ users a good solution I do not have any friends on the problem, because only with friends, clients will have an incentive to continue to interact with the QQ and friends. And find someone to chat, get to know who is online, so 10 is the preferred characteristics. QQ chat room client form, so the experience was better than a lot of Web chat rooms, powerful, and also the introduction of the social pyramid of the system and management system, a large number of users can enter the chat room every fixed familiar with each other, because of who. These users later became the core of the forum QQ users. Or someone would say, a very low start QQ security, QQ users frequently stolen, should give priority to solve this problem. However, if taken into account that users are not accustomed to using QQ, security, no matter how well, then what? Moreover, did not the early Internet user security awareness, then the computer's performance is relatively low, and then how to optimize software can not see the difference. There are now very popular applications on QQ: Audio Video, was a priority to meet the characteristics are not practical. Speed was only 56K, can not support audio and video applications, and when the popularity of online dating, text chat and more imagination. As Ma said: \u0026 ldquo; National Cheng Kung University to write the first version I can not write. In short, within 10 seconds to find people to talk, and the picture is interesting is the most simple needs, there is a friend saved on the server side, for the computer can be restored. \u0026 Rdquo; in short, in the prevailing circumstances, cartoon picture belongs to the user excitatory demand, chat rooms, user expectations belong to the type of demand, on-line users to see who belong to basic needs. Products with the operator regardless of home, it can be seen from this case, although the new product is not on the line, but because of the urgent need to operate, Tencent product development staff need some demand, manufacturing and selling products, the highlights in the market with competitors the formation of differentiation. Based on answers to the needs of the pyramid model to the current point of view to choose QQ first test version of the most important of the three properties, it may be 3, 10 of the answer is not. Use hierarchy of needs pyramid model (with map) to answer question head, from the current point of view and the environment view, the simplest way is: cut these requirements, the product can also use it to cut feature 1 \u0026 ldquo; cartoon picture \u0026 rdquo ;,? Ordinary picture of QQ can also be used. Cut feature 12 \u0026 ldquo; QQ expression \u0026 rdquo ;, does not affect use. Without Feature 7 \u0026 ldquo; \u0026 rdquo ;, chat recorder can not be used QQ chat yet clearly possible?. This also explains the MSN chats to help save function is not a default user check on the situation. Characteristics 4 \u0026 ldquo; small .exe files \u0026 rdquo; is not a priority to meet the needs of relatively large differences?. Many people say that when the computer dial-up Internet access speed is very slow, \u0026 ldquo; small .exe files \u0026 rdquo; it should be the preferred one of the three characteristics, is not it?. Imagine, an online game, a large document (several G), although slower speeds, but the user can not go to download it? Obviously users will still go to download. Think about it, in fact, every new product just launched, are relatively heavy crude. User experience in order to be useful, can be used, and must be cool and brand, QQ file is too large, the cost of user access to a little high, but still use. Characteristics 3 \u0026 ldquo; chat \u0026 rdquo; a multiplayer chat, chat one needs not yet satisfied, and went to meet the needs of people chatting, apparently unreasonable. Cut feature 11 \u0026 ldquo; transfer files \u0026 rdquo; function, product can still be used, you can also send text messages to communicate between the user. Characteristics 8 and 9 \u0026 ldquo; video voice \u0026 rdquo; is the same reason. This analysis down, is the most important characteristic 6,2,10 three properties, which are also matched with the requirements model pyramid. If the response is too slow, cosplay costumes for sale the user can collapse during use. If the version QQ1.0 easily hacked, paralyzed, still can not use, say, the QQ all his acquaintance, more privacy, once QQ was stolen, the consequences could be disastrous. As can be seen from the case of QQ, how to define the needs of priority is able to reflect the level of product manager. Product managers need to assess what needs to do and what not to do demand, has decided to do the demand (high number), is now doing, or do in the future, not all development is completed at the same time, the demand for high-priority Priority development, low priority demand delayed research and development. In practical operation, many products are shot forehead managers decide what to do first demand, after doing what needs or the needs of the company owner shot forehead determine the priority of this little drama. In everyday life, the priority task of the other as follows: It is important and urgent; important not urgent; emergency unimportant; not urgent matter, it is our principles demand priority.
Demand pyramid model is not a new product on line, no relevant operational data do support, so from the needs of users to judge the importance and urgency of the needs of priority is a more reasonable approach. This may refer to the needs of the pyramid rule: the bottom of the pyramid are basic needs, up type of demand is expected, the top layer is excited type of demand. Basic needs must be there, otherwise the user can not use the product if it is cut down, the demand of the pyramid might crashing down. Therefore, the basic needs of the highest importance. Expectation of demand is the user can expect some demand, the better, if this layer is cut down, the demand is not greatly influenced by the pyramids, because the bottom of the demand is still there. Therefore, the importance of the desired type is lower than demand basic needs. Excited type of demand is expected to exceed the demand, the product can give extra points, he did not and could not be affected much, if cut this one, will not be affected even more demand pyramid. Need special attention, the basic needs of each user in mind, expectations and excitement type of demand is the type of demand is vastly different, some users believe that the type of demand expectations is a fundamental requirement, but some users believe that the type of demand is the basic requirement of excitement, It also changes with time in the dynamic. Product demand priority should be based on the actual circumstances. After not clear the importance of demand can determine the priority needs of it, there is also need to add a factor that urgency. Highest importance of basic needs, but also the most urgent, so it is the default highest "cosplay vampire knight " priority needs. Under normal circumstances, the product manager to satisfy the basic needs of affirmation, sometimes because of the urgent need for operations, marketing, sales, and will also develop a desired part of the type of demand (important not urgent) and excitatory demand (emergency unimportant), mainly Highlights of manufacturing and selling products in the market with competitors or the formation of differentiated brand differentiation, but also conducive to the initial product line with expectations based on demand or excitatory needs a good reputation to win customers. The importance of demand is calculated free products already on the line refers to all free products (full functionality free of charge) or partially free products (some features are free, some features surcharge) from there to the superior (tuning) in the process. This is because with the operational data support, to cluster analysis of user behavior, the user can even portraits.
The importance of the criteria the user needs: the user base, use the number and categories of importance. Categories importance into basic, Expectation and excitement type of demand categories. For basic needs, such as product performance, security, browser compatibility, etc., if there are problems, you can not access using the product, the product manager should immediately put down the work at hand, the use of all available resources to solve this problem as soon as possible. This is referred to in some of the company \u0026 ldquo; 911bug (vulnerability) \u0026 rdquo ;, among the highest levels of bug, such as the site was hacked, or browse very slow, the user quickly collapsed. Expectation of demand and excitement for the type of demand, we can analyze operational data, calculated using the formula: Importance = function the user needs to use the percentage of users (user adoption) * function using frequency percentage (functional or content usage) * Percentage importance (expect the type of demand, excitatory demand). Note: the lowest level of basic needs are not counted because the default to the highest level. The formula took into account the demand level the number of user needs, users often need is the occasional need for users to important or not important three factors. For example, some categories of importance, although some features high, but the use of this feature users and user frequency less than; some functional categories importance, although lower, but use this feature, but the number of users and users more, then Results calculated according to the above equation, there may be a relatively low overall importance of the importance of the function of the category to category than the overall importance of the importance of higher functionality. Example: A function belongs to the desired type of demand in a given period, assuming that the total number of users is 100 people, including 50 people used the function A, then A feature uses the percentage of users is 50/100 = 50%, in which 50 people use, used a total of 10,000 times, then use the percentage of times that 10000/50 = 200, category percentage of importance, assuming expect the type of demand is 50%, then A functional importance of a level value: 50% \u0026 times; 200 \u0026 times; 50% = 50. B features belong excitatory demand in a given period, assuming that the total number of users is 100, of whom 30 were used B function, then B is the percentage of people who use function 30/100 = 30%, using the process in which 30 people The total used 90,000 times, then use the percentage of times is 90,000 / 30 = 3000, category percentage of importance, assuming excitatory requirement is 25%, then B functional importance level values: 30% \u0026 times; 3000 \u0026 times; 25% = 225 . It can be seen B functional level value greater than 225 A functional level value 50, the overall importance of the function is seeking B than A function. [Page] product features a lot of money to do first refers to fee-based products has been on-line or on-line is not the full functionality of fee-based products or partially fee-based products. In this special note, demand charges based products mainly expect the type of demand and excitement type of demand. The product is the company's fee-based income sources, such as the absence of exceptional circumstances, under the same conditions, the general fee based functionality takes precedence over free type of function priority. Economic benefits (the strategic benefits are also classified as economic benefits, both tangible and intangible benefits) high and urgent functional requirements do first, high economic returns and do not do emergency functional requirements, emergency and economic benefits is not high Later on functional requirements do not urgent and the economic benefits are not high functional requirements and finally do. Also, pay attention to another case that sometimes must complete A function to do B function, the demand priority, the priority A function is certainly higher than the priority B function.
This is called pre-postconditions. Whatever the case, the basic needs of the priority will always default to the highest level, expect the type of demand and excitement of the type of demand analysis based fairy tail cosplay on specific circumstances. In addition, after the product to meet the demand is to be achieved through R \u0026 D personnel, so the product manager also take into account R \u0026 D resources to identify research and development priorities. R \u0026 D priority = Business Value / workload. Some requirements or bug is very simple, very little research work is basically little things matter, according to the formula in the molecule in certain circumstances, the smaller the denominator, the ratio will be relatively larger whole. This also explains why sometimes the case in the iterative version of a product, the way will be some small demand made of. Of course, the product manager in consideration of return on investment (commercial value / effort), we must also consider the risks posed.