The essence of APP product operation, passionate speeches by operation masters such as Didi and Meitu
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Didi Product Director Ye Keji: The core of product development is to think about abstract needs first Product Director of Didi Chuxing Enterprise Division, formerly worked in Baidu Operations Product Marketing Department in charge of key customer product line, 17 years of experience in IT industry, experienced the transformation from traditional product development to Internet product development How to meet user needs? In the same market, different people see different users and their needs. I would like to explain from three aspects: Who are your users? What are the user's needs? How to satisfy? I think the first two questions are more important. Knowing which needs of which users to meet and how to meet them is just an implementation issue. 1. User 1. Who are your users? Whoever pays the bill has the final say. When making a product, the business can only move forward if you really understand who the users are, which means which market you have chosen. Different focuses determine that we do different businesses and provide different products. From "customer is God" to "user first" is an important manifestation of the Internet's impact on society. In the traditional IT era, users did not have much say. Even in the first generation of the Internet, because it was mainly portal-based, individual users did not have much voice. They just viewed content through browsers , and the majority were news and information. There was very little business interaction, and the user experience was limited. It is different now. In the era of mobile Internet and the popularization of smart phones, every C is important because the number of users represents the scale of the business. Now users have become God. Even if you don’t pay, you will still be treated as a paying customer. When making Internet products, there are only two things to do at the beginning of the entrepreneurial stage: making products and attracting users . For example, Didi, in the initial stage, tried every possible way to recruit new drivers by going to taxi companies, train stations, and airports. As an independent individual, users have attracted attention from all parties. The entrepreneurial team must consider the cost of attracting new customers. If you don’t even consider this, you will be in danger. If the first step is not taken, the business will not grow. In the Internet age, users come first, but I am in the 2B business. At the business level, I believe that users and customers are equally important. What is the commercial level? Baidu search is free and a purely user-friendly product. It does not charge any fees, but you will see advertisements. Baidu makes money from advertisers. Therefore, in addition to considering the search user experience, Baidu also needs to consider the demands of advertisers. They need exposure and conversion rates , and they need various forms of advertising display. No one likes advertisements, but you have to accept that without advertising revenue, Baidu cannot survive and cannot provide free search services. If you want to monetize your commercial product, you need to take both users and customers into consideration. Pure free services will never last long. There must be another logic behind it. Someone has to pay to support the free business, otherwise pure user products cannot exist. Internet traffic is king, but if the traffic cannot be monetized, it will not last long. In 2B business, B and C are equally important. At different stages of development of 2B business, the emphasis of B and C will be different. During the period of attracting new customers, B’s needs must be met first, otherwise no customers will come in and C will not have the opportunity to experience your service. If it reaches the mature stage and many customers have already come in, C's experience becomes very important. It is necessary to really let C use it well so that the stickiness will be strong. Otherwise, if C has bad feedback, B will definitely consider changing service providers. In addition, different marketing methods (top-down and bottom-up) have different focuses on B and C. The former B is more important, and we need to meet B's demands, and then there is C. We currently mainly use this method, with the sales team talking to customers. However, 2B business can also be bottom-up. For example, Dropbox, a cloud storage service provider, first developed a large number of Cs, and then through the word-of-mouth of Cs, it encouraged many B customers to purchase services. Of course, this is not possible in all areas. Relatively speaking, projects with more single business operations and shorter decision-making chains are easier to implement. 2. Users and relevant stakeholders If you are doing business, for example, Didi is in the travel business, but why do you always have to talk about safety issues, resource utilization issues, and social issues? Because you have to think clearly from all aspects, such as whether the government agrees? We must take the demands of these stakeholders into consideration; only win-win businesses can develop and last. When doing business architecture, you must consider clearly that users are the users and should be the focus, but you must also consider the interests of the stakeholders behind them. 2. User needs After identifying the users, the next step is to understand their needs. 1. Surface needs and essential needs What is surface demand? When you ask him what he wants and he says he wants something, that is a superficial demand. But which is the real need? Maybe they are the same, maybe not. You have to think about whether what he mentioned is painful? If you don’t do it, you will forget about it after a while. This is not a pain point and not an essential need. Knowing the essential needs, we started to optimize the functions. We have met the essential needs of the enterprise, so we can attract new customers very well. If you only solve superficial needs, you cannot do this. You must be patient to do B's business. 2B business develops slower than 2C business, but in the Internet era, we can also speed it up. 2. Surface demand and potential demand When you ask customers about some demands, they only raise superficial demands, but there are also potential demands behind them that are difficult to express. For example, when doing projects in traditional fields, companies need to connect various silo-built systems and integrate data and business. These are the superficial needs, but what are the underlying needs? It is about centralizing data and concentrating power. Therefore, when making products, we must take these potential needs into consideration. 3. User feedback and user feedback traps When developing Internet products, we place great emphasis on user feedback, because user feedback is an important way to optimize products. However, from a practical perspective, we must be careful of user feedback traps. Usually negative feedback is amplified and positive feedback is minimized. Usually when you are unhappy with the use of a product, you will complain about it, so the feedback is usually mostly problems. We should pay attention to this feature when listening to feedback. User feedback is important, but it’s also important to be aware of the fact that negative feedback can be amplified. 3. How to satisfy 1. Disruptive innovation solves essential needs Essential needs can often only be met through disruptive innovation. Case: In the past, the gaming industry made money by selling copies, but piracy destroyed this business model, causing many game manufacturers to lose money. Most games nowadays are free to play, but if you want to have fun, you may need to recharge and buy props. This is a disruption of the business model. 1 to 100 is improvement, 0 to 1 is disruption. 2. Lean entrepreneurship helps products to quickly trial and error Product managers and entrepreneurial teams in all Internet companies talk about lean entrepreneurship. It is a tool and methodology, a systematic thing that teaches you how to start a business. It has three core points: MVP (minimum viable product), user feedback and rapid iteration. You don’t have to do your best from the beginning. Release a minimum version, first check the market feedback to see if it solves the user’s pain points, and then optimize and upgrade the functions. Most of the apps that have survived today have gone through this process. WeChat did not have so many functions at the beginning, but the earliest version had already solved your most core demands, so it had the opportunity to get better and better in the future. The Lean Canvas is a particularly good tool that tells you what to do and how to do it. First, what problem do you want to solve and what is the core problem? Second, classify customer groups and solve the problems of the earliest users, because you can’t target all groups; Third, the unique selling point, the product provided has a particularly strong point; Fourth, what are the three most important functions of the product? Fifth, how to find customers; Sixth, revenue analysis, including profit model, customer lifetime value, revenue, gross profit, etc. Seventh, cost analysis (cost of acquiring customers, cost of selling products, website architecture cost, human resource cost, etc.); Eighth, key indicators (what should be assessed); Ninth, threshold advantage (cannot be easily obtained by competitors). This tool is difficult to use well. When starting an Internet business , you are not always right, and you may not always be able to grasp the essential needs. The Internet is a particularly inclusive field that can iterate quickly, and only speed can survive in the Internet field. If you are not fast, even if you think of it first, your competitor will be faster than you and the users will belong to it, especially for 2C. Lean Startup helps you take the first step as quickly as possible. Once you have validated the market, you will have the opportunity to move forward. 3. Abstract requirements to solve a class of problems, not just one When starting an Internet business, abstracting needs is very important. The degree of your abstraction determines how solid the product infrastructure is and how much room for imagination you have in the future. Example: WeChat. The abstract needs of WeChat are people and information. The information can be text, photos, or videos, and the people can be one person or multiple people. The most important thing is to abstract the essence and design the business logic. As the business logic expands, this architecture will not be broken. Once the product develops to the point where the original logic needs to be changed, sorry, you have to make another product and cannot do it based on the original product architecture. 4. The product should have some feelings Why should products have feelings? The Internet emphasizes the individual. People are different and have different demands. Feelings are a user experience. The core of “user first” is “user experience first”. Product design must have something unique, stylish, and worth sharing. When talking about feelings, the first thing that comes to everyone’s mind is definitely the Hammer phone, which believes that “users are God” and that users should be happy, so the phone should be easy for users to operate with one hand. Usually social products need to consider emotional design. 5. Use data, not subjective judgment When making products, you must be able to "quantify", although this is sometimes difficult. Quantitative indicators can better judge whether a demand is met and better measure the quality of product functions. A product manager always thinks that he has too many things to do, there are too many market demands, and product managers will never finish all the demands. So please use data to determine what should be done first. Speaking with data is a very important point in product design and operation. Look at the data every day, every week, every month, and every quarter. All business changes can be seen from the data, so Internet companies usually have a strong BI (business intelligence) team to provide support. 6. Provide APIs to allow users to create products The API (Application Programming Interface) economy has existed for many years. With the rapid development of the Internet, platform services are becoming more and more mature. In essence, API means "it is better to teach someone how to fish than to give him fish". A platform cannot handle all the business by itself. As long as the core resources are controlled in its own hands, other functions and business expansion can be realized by partners through open API. Open platforms and resources to allow users to have fun on their own. The Internet economy is a sharing economy. No matter how big your company is, you cannot do everything, and some personalized needs will drag you down. If you are open enough, your partners will help you expand the market. Wu Xinhong of Meitu Xiuxiu : The smaller the entry point, the faster the development pace In October 2008, Wu Xinhong founded Meitu in Xiamen. Focusing on image beautification, he launched a series of software and hardware products, including Meitu XiuXiu, Beauty Camera, Meipai, and Meitu Mobile, making the culture of beauty deeply rooted in people's hearts. 1. Most products are created by accident In 2007, we accidentally developed a Martian language input method, which later gained 40 million users. These users have a very obvious characteristic, that is, more than 80% of them were born after 1990. The unintentional outbreak of Martian language makes us amazed at the explosive power of the post-90s generation. We didn't spend too much money, nor did we use any funds for promotion. We gained 40 million users through proactive word-of-mouth spread by users. This brought a very important inspiration to Meitu, which was to see the personalized needs of post-90s users. At that time, there were not many image personalization products, so we used one method to verify: Baidu Index. "Baidu Index" reflects trends and user needs relatively objectively. At that time, the keywords of non-mainstream pictures and non-mainstream images were ranked in the top 50, so in early 2008 we made the prototype of Meitu XiuXiu: Meitu Master. The product description at that time was: a very useful non-mainstream image processing software. We accidentally entered a non-mainstream market. Here I want to share a point: most products are not made deliberately, but are created by accident. It is precisely because of its inconspicuousness and carelessness that it often has surprising explosive power. We’ve conceived of very large, heavyweight products and spent a long time working on them behind closed doors, only to have the results not be as good as we imagined. This is a strange phenomenon. The smaller the entry point, the faster the development pace. We are reflecting on this result: why? It seems that everything is contrary to our original judgment. We've basically boiled it down to this: do everything you do, and try to do the opposite. You try not to join in the fun. The more reverse, the greater the chance. We are now very extreme in making products. When everyone wants to be mainstream, we want to be more non-mainstream. We are now targeting the market of post-00s. I think most decisions, after they pop up in our minds, are not necessarily correct, so we need a good verification mechanism, and then try to be niche. Verify in a good way and make a demo as quickly as possible. The lower the requirements for a product, the easier it is for users to verify it quickly. From the perspective of perfectionism, the demo is not even 10% complete, but we often do the opposite. There are two ways to verify: complete the verification in the shortest possible time, launch it based on a small number of users, let people around you use it, grasp the most basic issues, and conduct research based on them. In the past, products might have to wait until they were 80% complete before being released, but now I think everyone doesn’t need to have a heavy psychological burden and should keep it as simple as possible. Usually, products that have no baggage at the beginning tend to be more popular. This seems to be a contradiction, as if we want to do the opposite and also want to be the masses. In fact, this masses were not the masses from the beginning. 2. Learn to understand users Based on the demand for smartphones, we recently conducted some research on post-00s. They are not much different from those born in the 80s and 90s, but they have some different mindsets. When it comes to sharing and posting on WeChat Moments, the post-00s don’t have any baggage. They are very direct and don’t care whether it’s high-end or pretentious. They don’t even consider the frequency. It doesn’t matter at all. They don’t consider whether there are filters or not, everything is original. The post-00s have a stronger demand for individuality. In the past seven years, Meitu has mostly been producing tool-based products. First of all, it is a very good entry point. Tools are the basic form of almost all products. Compared with media, social networking, and community, tool products are very easy to internationalize and have relatively few cultural or geographical restrictions. Tools are also usually easier to develop and validate. How to verify if there is no traffic base? When positioning, choose a clever direction whenever possible. For example, with large social platform tools like WeChat, you can create WeChat emoticons, interesting pictures, and videos around a social platform and theme, and such products can usually be spread very well. Meitu did not have much traffic at the beginning, but it had a significant explosion: we developed a puzzle function in 2009, which just met the requirement that only one photo could be posted on Weibo. Of course, this may be hindsight, and it was just a coincidence at the time. Martian language can also be seen as an auxiliary tool for social platforms. I can directly input Martian language when chatting on QQ. In the future, tool products will still be Meitu’s core product line. This year we have separated out a platform line. In the next seven years, we hope that we can develop from a tool to a platform, and develop communities, media, etc. For most companies, it is OK to just make tools. Many people say that the stickiness of tools to users is very low, but tools have their advantages. They are very easy to tool, the development time is very short, they can be attached to a certain platform for related dissemination, and we have found that many tools have strong stickiness. For example, beauty cameras are used very frequently every day, even more frequently than social products. Uncle Kai, could you not tell stories so vividly? Wang Kai, founder of the high-quality children's story self-media platform "Uncle Kai Tells Stories"; former host of CCTV's Economic Channel and Financial Channel 1. Create audio products that tell stories using scenes that lull people to sleep My earliest entrepreneurial project was "Kai Zi Yue", but after I started "Kai Shu Tells Stories", I felt full of happiness and a sense of accomplishment. Since November last year, we have been devoting all our efforts to "Uncle Kai's Story Telling" and entering the parent-child market. After making it into a product, we started to consider it from a professional perspective. I think products that are not designed for the scenario are no different from garbage. As the number of users increases, we receive more and more complaints. More than 80% of the complaints are: “Can you tell stories less vividly?” I wonder, this should be our advantage, how did it become a disadvantage? So I communicated with the users: "Is there anything wrong with telling stories in a vivid way?" The parents said: "The children stayed awake after listening to the stories over and over again, so you are responsible." I think that is right, but it is not our fault if the children fall asleep while listening to the stories. One of our topics is how to make our children understand and fall asleep to our stories one hour before going to bed. So I said at the end: "Let me tell you a poem." The children certainly wouldn't understand, so I read the poem seven times, with my voice getting lower and lower. "The bedtime poem is constant, but the story is changing." The parents said this was a good idea, and in the end they didn't have to read it seven times, just three times. The bedtime poem became a unique product, and it also inadvertently influenced children's traditional cultural literacy. 2. The parent-child market needs to penetrate the two user groups of “parents and children” We keep exploring and thinking. We have told more than 400 stories. How do we make a profit? First of all, is my content profitable? Can you make money by telling stories? What stories can be paid for? We noticed that the content with the highest click rate in our background is "Journey to the West". We found that there is currently no complete "Journey to the West" told to children, so can we do this? How to adapt "Journey to the West" into a story that children can understand? So we posted an announcement in the community to see whether everyone supported charging fees. The response later showed that 80% of parents supported charging fees. We often take adults' common sense as children's common sense, but in fact, after listening to the story, children will ask what a "waterfall" is? Therefore, what is more important is that children must be able to understand and let them continue to absorb traditional culture, which means that the simplicity of your content must be improved. So, we started to build a charging model. Thus, the first paid product was created: "Uncle Kai's Journey to the West". There are also two fairy tale books with more than 100 illustrations drawn by children. You will find that the children’s creations will break your imagination. Many monsters are not humanoid. Products for the parent-child market are difficult to create because there are two levels of users: parents and children. Only by penetrating both levels at the same time can you gain a foothold in the parent-child market. 3. How to price products in the Internet era? How to price in the Internet age? What else can a product be besides a product? In fact, the best way to set prices is through auction, which can test the user's psychological bottom line. In the past, after a product came out, it would first be measured and then a price would be determined that would maximize profits. This was the pricing method of the industrial age, and the number of users was limited. However, the number of Internet users can be adjusted. In this case, is there something wrong with the traditional pricing method? Good products will attract more users, so after a long time, we readjusted the price so that all children can hear the best audio at the first time. During this process, many users will give us a lot of surprises, and then the publishing houses suddenly discovered one thing: every time we tell a story, the sales of the original work doubles, so the publishing houses all came. On the surface, the stories we tell come from their works, but telling stories not only does not affect the sales of their works, but after listening to many stories, children ask their parents to buy the storybooks. When you queue up to buy buns, you need to satisfy your hunger; when you follow Uncle Kai to buy books, you need not only books, but a parent-child reading solution. So we started an MVP (minimum viable product) experiment, called "Uncle Kai's Box". I selected 8 books from my speech next month, and they will only be sold for 9 days. The publisher's information will be posted on the website, and a QR code sticker will be attached to the book. After scanning the code, you can listen to the corresponding audio of "Uncle Kai Tells Stories" or read the story directly. As soon as this activity went online, 3,000 copies were sold within three days. 4. Create scenario-based products based on user pain points "Uncle Kai's Stories" is now the children's reading brand with the highest on-demand rate in the audio market. So, can our videos be different from traditional children's video projects? Can the mental method be different? So, we used the MVP (minimum viable product) approach and made a rough version, and the response was good. We are now starting to develop an APP because the experience of listening to stories on WeChat is not very good. We play audio more on online radio stations such as Himalaya and Lizhi, but they are not particularly scenario-based. My friends and I discussed what time and where parents and children should listen to our program. We found that no independent platform provides this experience. In fact, users’ pain points are very concentrated in the hour before bedtime. How many stories should you tell your children before bed? So, we started exploring story playing software, because there was no scenario-based product on the market that addressed this user pain point. Our company does not have testers and engineers. All group members are our testers, and they discuss in the group. At this moment, everyone feels happy with each other. Of course, we also took into consideration that the software is installed through the parents’ mobile phones. What if the parents’ mobile phones call or receive WeChat messages? At this time, there must be hardware to help everyone solve this problem, but the parent-child market does not have this kind of story machine hardware that can provide an ultimate solution in one hour. Wang Xinwen: What is the factor that ultimately determines whether a product goes viral? CEO of Lilith Games, the No. 1 product manager of mobile games in China, and a student of CEIBS Entrepreneurship Camp. His game product "Dota Legend" quickly climbed to the top three domestic apps after its launch, creating an Internet legend with a monthly turnover of over 200 million. 1. Why should we make innovative products? I have a very important and different opinion on Internet products. Most people believe that " retention rate " is the most important indicator of a product, but I believe that "viral coefficient" is more important than "retention rate". "Retention rate" is a number that the industry pays close attention to, but there is a number that is more important than the retention rate, namely the "viral coefficient", which is how to get existing users to spread the message to more users? When making a product, if you only focus on retention rate, you will eventually find that no matter what you do, the cost of acquiring users is very high due to insufficient dissemination. However, if word of mouth increases, the cost will be greatly reduced and the exposure will be greatly increased. Why should we make innovative products? Because innovation will greatly affect the viral coefficient. If this product is just a copy of someone else's, will the rate of users recommending it to their friends be high? If this product is special, then I am special if I recommend it to others. If the first product is not innovative, it will be very difficult to innovate again. Because if the people you recruit are all copycats of others, it will be difficult for them to have innovative genes in the future. If they make money, the team will think that micro-innovation can make money, and they will think that they don’t need to innovate in the future. If they don’t make money, they will think that even plagiarism cannot succeed, so how can they dare to innovate? For small companies, innovation is the most rational choice. We are not doing this for sentiment, original intention or idealism. It has nothing to do with these. So, where does the inspiration for our innovative products come from? Fu Sheng said that to start a business, one must find the purple cow and the unique inspiration. So, where does inspiration come from? I think the most important source is one's own needs and perceptions: happiness and pain. How does the founder of Uber talk about his inspiration? He is based on primitive and simple needs. In addition to finding inspiration through your own complete experience and feelings, the second way is: the needs of others around you. In addition to these, there are also ways to force yourself to find inspiration. For example, if you are developing Internet software, you can look at the APP store rankings or read negative reviews. Startup companies must not think that their execution capabilities are strong. This is absolutely an illusion. The execution capabilities of large companies are mostly stronger. When Fu Sheng found that he couldn't make a breakthrough in the antivirus software industry, how did he find his own direction? He looked at the list and negative reviews and saw a word: cleanup. He then gathered everyone in the company to develop the cleanup software, which eventually led to huge success. Another thing is to judge future trends. However, this method is very difficult. Because what is more difficult than predicting the future is predicting when the future will come. It is not that difficult to predict the future, such as big data, artificial intelligence, and virtual reality, but when will this future come? When can we grasp it? This is the most difficult part. Another way to find inspiration: subconscious dialogue. When I was in college, I had a lot of free time. Then I took a psychology class, which said that 90% of our thoughts come from the subconscious mind and they are carried out secretly. So I tried it. I brought headphones to listen to music, then prepared paper and pen to write down every idea I had. If you want to be honest with yourself, try playing this game. 2. Methodology: How to turn inspiration into products? We now solve most problems by relying on analogical thinking, which is to use existing knowledge and experience to draw analogies between strange, unfamiliar problems or other similar things. I would like to recommend a learning method to everyone, which is a concept proposed by Tesla founder Musk: "The first principle is to calculate from scratch. No parameters are required, only some basic physical constants are needed to obtain the basic properties of the system's ground state." To put it bluntly, it is to design according to intuition. For car novices, what is the handbrake? Why light a fire? But when we use similar thinking, we cannot make a Tesla car, because Tesla does not need ignition or handbrake. As the most advanced electric car at present, Tesla actually uses the most common but also the most mature 18250 battery. We take intuition as the first principle of product design. Jobs was a master of intuitive feedback. Sometimes we do things that are illogical in order to follow our intuition. For example, the BMW i8 sports car has excellent voice control. When you sit in this car and the sound waves you hear while it is running, they come from the speakers, not the engine. This sound wave can only be heard inside the car but not outside the car. This feeling is illusory. Ma Huateng said: "The most important ability of a product manager is to turn himself into a fool." In fact, it means using intuition to experience, feel, and test the product. Furthermore, any design that requires an instruction manual is not a good design. What consumer products nowadays still require consumers to assemble them themselves? The ideas of industrial design are changing and moving towards minimalism. In the past, design was dominated by engineers, who were always thinking about designing many functions. In this era, simple design is obviously better than complex design. 3. Lean Startup: A particularly good way to start a business in this era Lean entrepreneurship is not about saving money, but about speed. Time is sometimes more valuable than money. Lean startups often say: Fail Fast. We have formed a small elite team with complete functions: we have both art and planning. There is no need for cross-group communication, and we regard task completion as the common goal of the group. There are three must-read books in our company: The Lean Startup, The Fifth Discipline, and Crazy Simplicity. If you don’t read these three books, you cannot get a full-time job. "The Fifth Discipline" introduces a section: Mind Communication. When we adopted the team structure, our communication mode also changed accordingly: First, reject authority and make everyone equal when discussing design; This era requires all kinds of functions to exert good creativity. We do not need an authoritative model. We emphasize equality for everyone in the team. Even the solutions I propose are often challenged. Second, if you find that someone else is more right than you, you should admit it immediately; Many times, for the sake of face, we are unwilling to admit that others are right even if they are right, for fear that our influence will be weakened. In this day and age, no genius can think clearly about everything. In the traditional structure, everyone fights for power and profit, and it is impossible to achieve lean entrepreneurship, but it can be done in a small organization. Third, it doesn’t matter what you thought in the past (I’m sorry, I was wrong yesterday); Yesterday we knew a fact, and today this fact has changed, so we must also change accordingly. What we thought in the past is not important at all; we just need to make good products for the future. In fact, the reason we changed it is because the facts that have happened have changed, or there are blind spots in our thinking. Fourth, reject formality, no need for exquisite PPT or copywriting; Because these end users cannot see them, they are not important at all. On the contrary, they waste a lot of time and efficiency. Fifth, refuse to perform; For example, working overtime late at night, then filming it and showing it to everyone, and then thinking that you will definitely succeed, this may be deceiving others as well as yourself. In the long run, this is a very inefficient thing. It is best not to work overtime beyond 10 pm, and you must attend the morning meeting at 10 am every day.APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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