A senior product operations manager teaches you: How to make a good version analysis report?
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In product development, only the development team that designs the product truly knows their intentions in designing each feature, their thoughts in each version update, and their motivations for a minor change. What others see will ultimately be biased.
However, many so-called "product analysis reports" only analyze a small version of the product, and then categorically infer the intention of the entire product, and even put forward countless defects and suggestions. Just like commenting on an event in a person's life, it is ultimately one-sided and narrow.
Mobile APP versions are updated very quickly, with a small version update every week and a major version update every few months, which causes a lot of complaints from users. An APP may only be a few years old when a sophisticated version like “5.28.4” appears. When we want to understand the ins and outs of this product, we must first know: the dividing lines between each major version and minor version and the iteration process of the major version. 1. The initial product positioning version 1.0 is like the birth of a child. The product team must have a clear positioning consideration for it. The most direct way for us to understand the positioning of this product is through the description in the store and the promotional advertisements at the time. I remember someone said that if one could find all the versions and version update descriptions of WeChat from 1.0 to the present, he would definitely be a great product manager .
In the first version, due to many technical, market, marketing , and financial reasons, the product itself may deviate from its true positioning. In each subsequent iteration, it will slowly move closer to the strategy, and we can only find clues from each version update. 2. Version iteration process The latest version of Ali Travel changed its name to "Feizhu", and the product positioning will also change accordingly. However, it is impossible for every product to suddenly make a 180-degree turn into a completely different product. Its final outcome must be the accumulation of each previous version. If you want to understand the entire product strategy and planning, you must carefully study the changes in each major and minor version. 1. You are just one of the 100 million. Any APP on the best-selling list in APPSTORE has been downloaded hundreds of millions of times. For you and me, we are just one of the 100 million. Will the flaws and suggestions that you and I think about the APP be agreed upon by 99999999 people? 1. Comrades, wake up! It’s time to fight. Every product feature seminar is like a fight. Technology, marketing, finance, operations , customers, and bosses are all arguing over a PPT of a feature page. Everyone has their own ideas and every department has its own concerns, but in the end, the new version of the APP is still on the shelves.
Yes, now that it is on the shelves, it means that it at least compromises the needs of everyone who was at the meeting. And are you, that one in a hundred million, so smart that you can solve everyone's problems? 2. Difficulty Developing products is a difficult task. From opportunity identification - concept generation - project evaluation - development - market launch, each step requires a lot of manpower, financial resources and material resources. What they want is the market. The market is certainly not made up of just one user, so if a "so-called" analysis report makes suggestions and shortcomings, can it focus on its own positioning?
The product is designed for 100 million people, each of whom may have different genders, ages, personalities, occupations, social classes, values, and preferences. When we make suggestions that come easily to us, can we consider others? Because what you write is not the feedback in the APP, but the analysis report of Everyone is a Product Manager.
As a colleague, I sincerely hope that when you write your own articles, you will not include too many personal opinions, because you are not representing a person, but a profession.
2. You seem very professional, but you still forget what product overview, logical analysis, market conditions, demand analysis, and competitive product analysis are. How much effort have you put in behind these professional names?
I read an analysis report about Vipshop this morning and was deeply touched. The author analyzed this product from all angles, and the whole article was rich and gorgeous. However, I didn’t find any valuable “ dry goods ” in the end. After careful analysis, I found (limited energy, only partial examples): 1. Logical analysis
If we look at it from the user's perspective, a function map is enough. We know what functions this APP has and where each function is. If we start from the product perspective, we need to understand things more deeply and thoroughly.
The process of this product, not the user process within the APP.
What type of product is Vipshop, B2B or B2C? What is its business model ? Does it sign contracts with brand owners to sell to users, or does it purchase goods directly from factories and sell to users? What is the initial way to enter the market, “website to APP” or “APP + website after success”? How are the goods delivered to the user, by own express or by a third-party courier? The logic of a product is always product-user. This may go through many processes, such as:
• Product—Purchaser—User • Product—First-tier supplier—Second-tier supplier—Mall—User
In Vipshop's operation process, how the products reach the hands of users is the most basic logical relationship.
Vipshop gets the goods - APP releases - buyers view - buyers place orders - Vipshop ships - third-party logistics - buyers - users
The above are just simple examples. In the entire process, which link is the most important for the company and which link the user cares about most will directly affect the success of the product. For example: 01 During the buyer's viewing process, can the buyer get a very convenient viewing experience? For this item, you need to pay attention to the APP interactive experience, content layout, etc.
During major holidays, can the APP accommodate the excessive number of people browsing online at the same time? This requires the main APP server processing capabilities, etc. 02 When the buyer places an order , are the situations where the buyer places orders at the same time and has limited inventory taken into consideration?
The payment method used by the buyer to place an order, etc.
As a product analysis report, it must not be limited to the user's perspective. Analyzing things that only the user can see on the surface is too narrow. 2. Market status data is dead, but people are alive.
As a market research, we need to start with data from multiple sources for comparison, discard the dross and retain the essence for our own use. If we only use the data from Sina Weibo as a reference, couldn't Jack Ma just buy Weibo directly? 01 Regarding download volume and rankings, let’s not first judge whether the third-party data is accurate. Should we take into account the large number of ranking frauds that are prevalent on the Internet? If a product suddenly enters the top 10 for a certain request, and has been hovering around 50 before or after, should we consider its objective authenticity from more perspectives? 02 Regarding transaction volume , for a listed company, should we go directly to its stock exchange to check its recent financial data?
Don't just refer to one company.
3. Tools can only be used as %. If the creativity of a product is 0, multiplying it by 100,000% is still 0. Tools will never turn 0 into 1. 1. What’s beneath the surface? In every analysis report, if you don’t put a few prototype drawings made by Axure, mind maps made by Xmind, flowcharts made by Visio, and a few gorgeous charts, it seems like it’s not good enough to show off. If a layman sees this report, he will definitely be amazed by such a gorgeous and luxurious report and will kneel down in admiration for the author's powerful ability to use tools. May I ask, through those seemingly exaggerated patterns, aren’t we still seeing the most basic layout, logic, and process? 01 Prototype design Axure is a very good tool. We can make some simple graphic frameworks or slightly complex logical interactions. Display your prototype easily and quickly. If you are familiar with HTML code, you can integrate the generated files into your own website, with unlimited creativity. And what is the difference between its most fundamental purpose and the framework we draw on paper with a pen? It just allows the other party to experience our prototype design more intuitively. If our product is as ordinary as it can be, what’s the point of adding more decorations to it? Perhaps it is because most product managers do not understand hand-drawing and visual design, but want to show gorgeous pages to others that they use it blindly.
2. First change 0 to 1
The function of a product manager is to help the company find a good idea and successfully develop it into a product and put it on the market to make the company profitable. Our ultimate goal is to make a profit, and the "profit" here may be money, influence, or something else. Before we invest a lot of time studying these tools, do we first need to familiarize ourselves with the company's corporate culture, values, target market, and product strategy? After understanding what our company needs and what kind of convenient products we should create, do we already have a very good idea and then use these tools to present it more perfectly?
Without a good idea and product, it is meaningless to display it through a gorgeous page. These tools can only help us display the product better, but they cannot fundamentally change the value of the product.
IV. What is an analysis report?
Since it is an analysis, it is necessary to clarify “who” analyzes “what”. If a "product manager" analyzes a "product", then we must start with the company of this product, from the objective conditions, corporate vision, corporate mission, and corporate strategy, and then discover the product strategy, target market, customer groups, business model, and then customer experience and after-sales service, and analyze it comprehensively and meticulously.
Only by knowing the company's strategy can we understand the value and significance of this product to the company. For example, Vipshop.com. I don’t believe it will produce its own washing machines in the short term, because this goes against its corporate philosophy - a website that specializes in special sales.
So what exactly should an analysis report on a product say?
01 Historical Background
A successful product must be created under specific historical conditions. For example, IBM's computer could only enter the commercial market after transistor technology was realized. Only in the context of the Internet of Everything can we develop software that can view the status of all objects in real time.
02 Market Conditions
Before developing a product, we must have already determined the market it will enter, and the market conditions at this time directly affect the operating conditions of the product after it is launched on the market. If you develop a VCD player now, I believe it will be difficult to succeed because the market has declined to the point of almost non-existence. If we enter the holographic projection market now, apart from technical factors, there will definitely be broad room for development.
03 Corporate Strategy
Corporate strategy is the most important consideration when developing products. Only products that follow the corporate strategy are meaningful to the company.
04 Corporate Resources
For the enterprise itself, the products to be developed must start from within. It is definitely unrealistic to let a company of 5 people develop a spacecraft. Enterprises should consider their own technical resources, economic strength, business resources, etc., and use their greatest advantages to manufacture products. When we analyze products and dig deep into corporate resources, we will discover the importance of corporate resources to product success.
05 Product Positioning
After the product is launched on the market, what is its target market and who are its target users? What core value can it bring to users? What are its advantages and features compared to other competing products? This is something we need to analyze carefully.
06 Product Overview
Detailed introduction of the product, including features, market share, profits, etc.
07 User Experience
Describe the entire experience from the user's perspective.
5. Conclusion
As a mobile product operations manager with many years of work experience, I have personally experienced the importance of product analysis reports in project operations, but I have also experienced the difficulties and challenges of writing a product analysis report.
If you can complete a product analysis report based on the points I listed above, I believe your understanding of this product will be no less than that of its developers, and it will also be of great help to your actual work. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was written by @escher Compiled and published by ( Qinggua Media ), please indicate the author information and source when reprinting! |
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