Tencent Product Manager: If traditional enterprises want to transform to mobile Internet, they must master these 4 points!

In the past, enterprises had the final say. They had absolute control over production processes, prices, and service methods. Since the advent of the Internet era, one can use a mobile phone to see the prices, origins, materials and even reviews of all similar products. Consumers have more choices, and at this time, consumers have the final say.

Successful companies have long begun to reorganize their business models, all of which are set around user needs, and have begun to build their own user channels to achieve their goals through new media .

What kind of core strategy can accomplish this?

The core of mobile Internet is that if I need something in any scenario, I can solve the problem with just one click on my mobile phone, and everything is under the control of the user.

The first wave of companies that started businesses using mobile Internet used this idea to continuously devour your customer market. They not only solve customers' scenario-based needs online, but also organize resources offline to solve problems. Whether you are online or offline, you face great challenges. And your thinking needs to be upgraded and changed in order to keep up and surpass. Traditional entrepreneurs are also anxious, wanting to quickly keep up with user choices and become the most watched page on users' phones. But the biggest problem they are facing now is that all their current business models have turned from competitiveness into resistance. It was difficult for the fat man to turn back. A group of barefoot brave men who were not afraid of wearing shoes were running very fast, but the fat man was sweating in a hurry but could not move.

Enterprises want to serve users through mobile Internet , which seems easy to think but difficult to do. Because your company's business, technology, and process organization are too rigid. However, you are completely unable to support the service needs of mobile Internet users at any time and anywhere. If you want to win in the mobile Internet era, changing the way you organize, operate , and deliver products and services is a decision you must make. The later you fail, the faster you will fail.

You also have to turn yourself into a person without shoes again!

You must:

No matter where your users are, they can find your services.

No matter what the user's status is, you can know his needs.

No matter what the user does, you can respond and interact with him.

The thinking framework I use when I am responsible for each project is called the "IDEA Cycle" method (mentioned in "Mobile Thinking Transformation"). Mastering this idea can help companies set their own cycle route: identify the market > product design > operation strategy > service process > user feedback > improve product experience > precise operation strategy > optimize service process

With this mindset, your team can be very clear about their indicators and know where to improve and optimize their work content.

Identify——Identify people and demand scenarios

Before making a product, we always ask ourselves a question: Whose problem are you solving?

Identify the people you serve

The first step is to identify the group of people you serve, whether they are students, white-collar workers, or mothers. Only by serving the people can you identify your preferences and behavioral patterns. If you don’t know how to identify your user group, it will be difficult for you to set your brand tone, because you don’t know what values ​​​​can attract this group of people, and you won’t know how to design products and services in a targeted manner. You don’t have a unique product style because it seems that your products can be used by anyone, but today’s users like precise positioning. I have my favorite clothing brands and my favorite drinking water brands. In the user's mind, the first brand that pops up is the winner. Users have many scenario requirements, and you need to identify these scenarios and explore the blue oceans in these scenarios to become the first product that pops up in a user's scenario needs.

To identify these scenario requirements, you must first identify your users and their characteristics before you can deduce these user scenario requirements. With so many complex scenario requirements, how do we make focused judgments?

Select high-frequency demand scenarios

Among so many scenarios, you need to select the user demands with the highest frequency, so that users can frequently use or call your services, interact with you more, and you can also collect user data at more levels.

Choose the scene requirements without waiting

Users need to solve their problems anytime and anywhere, and services that do not require "waiting" will become the most popular choice. You can bring your team together to brainstorm, identify your target user groups, list at least 20, 30 or even 40 scenario requirements, and refine them through the scenario requirements of [select high frequency] and [select no need to wait]. These identifications will help you design products and services.

Design——Product design and service

More is less, this sentence is highly praised by many people, but few people think why more is more, why less is less.

Because for users, many choices do not make them feel comfortable. The user likes something simple and fast, which makes him feel happy. So when you can develop many user demand scenarios, your product must be simple and interesting.

When designing a product, the core idea is "How do I interact with users? What is it specifically? Is it information, people, or products? The interactive method you provide will be the core link of your enterprise and will bring great value to your company and your business. Therefore, this method of interacting with users must be competitive and have room for expansion.

When designing a product, we generally have three standards:

1. Whether it meets a specific need of the user

2. Is it easy for him to use the product?

3. Does he feel happy when using the product?

Each standard is a score. You can ask your users what each value is. Among these three standards, a lot of functions and services are not needed to support them; even one good function or service can satisfy users. If a feature is created but does not support the above 3 standards

Each standard is a score. You can ask your users what each value is. Among these three standards, a lot of functions and services are not needed to support them; even one good function or service can satisfy users. If a function is created but does not support the above three standards, then it must be an unimportant function. Why waste manpower and talent on it?

Engineer——Technical Development

Your overall service process and system need technical support, otherwise it will be difficult for you to meet the needs of mobile Internet users.

Based on product design and services, technology provides corresponding solutions, and technology also needs to be incorporated into the overall thinking framework, otherwise it will be difficult for him to accept why there must be function A but not function B. Why design a product and service like this?

Secondly, the addition of technological development can lead to more profound solutions and also help you determine the return on value of each function. To reduce your unnecessary losses. Looking at the product from the perspective of technology development, there are definitely simpler ways to implement it, as well as technical solutions.

Analyze—— Data analysis and decision making

Everything in the mobile Internet starts and ends with data. You can use technology to harvest large amounts of user data, analyze user preferences, and determine whether a product is good or bad. Every aspect of the user experience and every choice made can serve as a basis for judging the improvement and setting of your business. Don’t make judgments based on your own preferences. This is the most important change.

A product without data analysis is like a bicycle without a handlebar; it will lose its true direction. You need information in a system to make decisions and be able to tell the people making them why it is the right decision. When you want data to make a decision, you need the location of existing data. Tell the product or technology what data you need to track and pay attention to.

So, you need

1. Determine the data you want, including the number of users and usage, and make a table for the data you want so that the person you are working with can quickly understand your data needs.

2. Secondly, you need to judge whether the results of these data analyses can support your decision-making and what direction of decision you need to make.

Data analysis and decision-making are the last step of IDEA. Once you have completed the overall cycle, you can start thinking about operations, promotion and marketing.

The core of sales promotion and marketing lies in "new media", which is suitable for the information flow display channels and forms of mobile Internet.

Next time we will invite Zhang Ting, the operations director of Zhijia, to share ideas and methods on operating new media.

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This article was contributed by the author @潘志鹏 and published by (APP Top Promotion). Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!