What should product operations and general operations do at different stages of a product?

Products and operations are inseparable, and good products are made through operations. Without good operations, no one will use the product no matter how good it is. However, the product operations of a product manager must be different from those of the students recruited to specialize in operations. In essence, the product manager's product operations provide a more accurate grasp of the overall situation.

Excluding product operations, operations are now roughly divided into: user operation, content operation, event operation, new media operation, channel operation, data operation, category operation, etc.

In an article I wrote half a year ago, I classified user operation and content operation as depth operation, while content operation, event operation, new media operation, and channel operation as breadth operation.

As for product operations, from product design to product launch to product iteration and redesign, each stage in between must take into account the product operation system, product iteration tasks, product expectations, etc. The product is divided into five stages from launch to further iteration. The operational capabilities required at each stage are different.

Phase I Product Preparation

At this stage, we need to use user operation capabilities, new media operation capabilities, channel operation capabilities, and data operation capabilities.

User operation capabilities

Things to do for both product operations and general operations:

At this moment, we conduct user positioning based on product features and identify our user groups based on user surveys and market analysis. Analyze the needs of connecting users and products. User operations for e-commerce products must know what products users are accustomed to purchasing and what they like to buy. Social products must pay attention to what users are interested in. Analyze competing products and study their user groups, consumption levels, and other aspects to help our products reach the user's psychological level right from the start. Introduce seed users and KOL users to prepare for product launch.

Things that product operations should pay more attention to:

Other needs extending from the user's core points, in-depth analysis of core demand points to explore possibilities. Create user portraits for user analysis. Make predictions about users’ behavior and future behavior in the entire market.

New media operation capabilities

Things to do for both product operations and general operations:

Edit articles on major platforms based on users' core needs, mainly to prepare for off-site traffic. Edit articles based on popular events to warm up for product launch. Estimate how many users can be converted to pay attention to the product by analyzing the content of the article. For the delivery platform, delivery is carried out from high to low popularity, and free delivery is higher than paid delivery.

Things that product operations should pay more attention to:

We need to pay more attention to how many converted users will use our products, how many will stay on our products to pay, and how many will conduct text content analysis and corresponding platform analysis on users who browse for a long time.

Channel operation capabilities

Things to do for both product operations and general operations:

There are SEO and SEM for PC, and ASO for mobile. Establish keywords for your own products and competitors and establish relevant off-site content. Establish and connect in-depth keywords and delivery for search engine and application market bidding systems.

Things that product operations should pay more attention to:

Pay attention to the market of hair products themselves and whether optimized keywords can bring effective users.

Data operation capabilities

Things to do for both product operations and general operations:

Conduct data analysis on the entire market and user behavior, and make predictions about future trends.

Things that product operations should pay more attention to:

For each online iteration of the product, data estimates are provided, including the number of users, page views, server capacity, etc.

The second stage product design

At this stage, we need to use user operation capabilities, content operation capabilities, channel operation capabilities, and category operation capabilities.

User operation capabilities

Things to do for both product operations and general operations:

Study your competitors’ users’ browsing and purchasing paths, and optimize your own users’ browsing and purchasing paths. Poor feedback on user experience.

Things that product operations should pay more attention to:

In addition to meeting the needs of mainstream users, prepare for marginal innovations in products. Conduct in-depth demand exploration for users.

Content operation capabilities

Things to do for both product operations and general operations:

Create content, pictures and texts tailored to the needs of core users. Increase the number of views of this content. The content is limited to the logical order of layout and listing. The text of the content itself is optimized to attract core users.

Things that product operations should pay more attention to:

Whether the content meets the needs of current users. Pay attention to the connection and relevance between the previous and next pages of product content.

Channel operation capabilities

Things to do for both product operations and general operations:

Space is reserved for banners, advertisements, partners and other products.

Things that product operations should pay more attention to:

The factors that influence the user experience and the placement of content on the page.

Category Operation Capabilities

Things to do for both product operations and general operations:

Category operation is an operational function unique to e-commerce and O2O , which mainly focuses on classifying goods or services, adjusting prices, and planning traffic products and profitable products. Optimize for user and seasonal services and products.

Things that product operations should pay more attention to:

Not only simple classification, but also classification of multiple categories should be done, and priority sorting should be carried out to optimize the order of traffic products and profitable products.

The third stage is product launch

At this stage, we need to use user operation capabilities and activity operation capabilities.

User operation capabilities

Things to do for both product operations and general operations:

During the online introduction period, the main focus is to establish decentralized links between the fan base and the user base.

Things that product operations should pay more attention to:

Rely on the product itself to stick users to the platform. Focus on the product for the first time and attract users. Then simply rely on the product itself to attract users, and then establish links between users and products, and products and other users.

Event operation capabilities

Things to do for both product operations and general operations:

Plan activities for core users and KOL users to improve the overall effect of user word-of-mouth communication.

Things that product operations should pay more attention to:

Analyze whether the effect of word-of-mouth communication is the key demand point of our product.

The fourth stage: product operation period

At this stage, we will need to use user operation capabilities, content operation capabilities, event operation capabilities, new media operation capabilities, data operation capabilities, and category operation capabilities.

User operation capabilities

Things to do for both product operations and general operations:

Establish deep connections and understand users, learn their real thoughts, have more contact with users, and become friends with them.

Things that product operations should pay more attention to:

Analyze the users to determine what type of users they are: core users, ordinary users, or lost users. Divide and summarize user types.

Content operation capabilities

Things to do for both product operations and general operations:

Analyze the content views and effects to see if the content is well created. Whether the user's browsing time is consistent with the browsing time of the product in the industry.

Things that product operations should pay more attention to:

The content itself jumps out and loses the user.

Event operation capabilities

Things to do for both product operations and general operations:

If the activity is not effective, increase the activity volume of the existing activities. If the activity is effective, analyze where the magnification points are and continue to expand the effects.

Things that product operations should pay more attention to:

We need to pay more attention to the product browsing effect brought by the event, and the attention users pay to the product after they come through the event.

New media operation capabilities

Things to do for both product operations and general operations:

Continue to launch promotional content for existing products to increase brand capabilities and attract cooperation and attention.

Things that product operations should pay more attention to:

Is the core demand of the product itself magnified? For example, if we mainly do takeout delivery, and the flower delivery is magnified, the benefit to the product itself will not be very great.

Data operation capabilities

Things to do for both product operations and general operations:

Carry out data statistics and classification, especially data generated by user behavior, products, etc.

Things that product operations should pay more attention to:

Data operations are more rational, and products need to analyze the reasons from an emotional perspective. Combine rationality and sensibility to find the real data reasons for the product.

Category Operation Capabilities

Things to do for both product operations and general operations:

Arrange popular categories or push popular products and services to the homepage for display to expand the payment effect and user orders, payments and other behaviors.

Things that product operations should pay more attention to:

Pay more attention to whether there are problems in the operation of the product process, or find areas where the business process can be optimized.

The fifth stage: product iteration

At this stage, we will need to use user operation capabilities, content operation capabilities, event operation capabilities, new media operation capabilities, channel operation capabilities, data operation capabilities, and category operation capabilities.

User operation capabilities

Things to do for both product operations and general operations:

Summarize the issues, experience issues, service issues, and product issues reported by users.

Things that product operations should pay more attention to:

Analyze all issues reported by users to see if they meet our core needs. Distill key issues and iterate on prioritization.

Content operation capabilities

Things to do for both product operations and general operations:

Optimize the attractiveness of the content itself. Mainstream content organization for users. For example, video barrage, how to produce barrage with better content.

Things that product operations should pay more attention to:

Focusing on the content itself brings about product effects. For example, a video app bought exclusive rights and had good traffic import. But this video is a TV series, and it is mainly about sports. How much of the content traffic it brings can be converted into sports?

Event operation capabilities

Things to do for both product operations and general operations:

Analyze activity results and iterate activity content. Make good plans for the next diversion.

Things that product operations should pay more attention to:

Whether the users brought by the activity stay on the platform and what the conversion rate is. What type of users do the remaining users become: active users, ordinary users, or silent browsing users?

New media operation capabilities

Things to do for both product operations and general operations:

Check the effects of each platform and optimize the next delivery. For example, if this content is suitable for these platforms, then arrange it on these platforms, and do not arrange it on other platforms where it has no effect. The same is true in reverse.

Things that product operations should pay more attention to:

Analyze and judge whether the users brought by traffic can be imported from the platform next time, or whether they have already developed feelings for the product.

Channel operation capabilities

Things to do for both product operations and general operations:

Optimize SEO\SEM on PC and ASO on mobile.

Things that product operations should pay more attention to:

Arrange and process the entire site for effective keywords.

Data operation capabilities

Things to do for both product operations and general operations:

Analyze the generated data. Structural analysis, trend analysis, correlation analysis, regression analysis, cluster analysis, factor analysis, neural network, decision tree, etc.

Things that product operations should pay more attention to:

After rational analysis, we can then analyze emotionally. Analyze from the user's perspective, business perspective, product manager's perspective, boss' perspective, and operator's perspective.

Category Operation Capabilities

Things to do for both product operations and general operations:

For the next product launch, we will make reasonable classification planning for products and services, and display popular products on the homepage banner to bring in better traffic.

Things that product operations should pay more attention to:

Consider page conversion arrangements for categories. Especially after a new service is launched, if you find that the page conversion rate and order rate have reached a certain good effect, you can move the service page to the front page.

The road to operation is long, so the product manager’s product operation must understand the product better than ordinary operations, understand the product’s market trends better than ordinary operations, and understand the user experience of product operations better than ordinary operations. Grasping the operational work that may be done at each stage of the product is very helpful to the product itself. The vision will no longer be limited to the product itself, and you will have a better grasp of product design. Operations staff hope to improve user feedback in order to improve their work performance, but there must be a distinction between true and false needs in terms of products, and all needs are prioritized. A product manager who understands product operations better will do a better job in product iteration.

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