How to formulate the operation strategy for tool apps?
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It is a fact that tool- type products have low operational requirements, just as social products have high operational requirements for users and content. The first factor for the success of a tool product is that it is easy to use. It is highly dependent on the product. If the product itself is not easy to use, no matter how good the operation is, it will be useless. There are two operational focuses for tool products: 1. Marketing/Channel Operation/MKT When we talk about operations, the core is actually the product. Only by understanding the product can we do a good job in operations. The first major characteristic of tool products is that their self-propagation capabilities are weak, or even extremely weak. The fewer application scenarios a product has, the worse its self-propagation ability will be. Unless the quality of the product itself far exceeds that of similar products (such as foxmail at the time) or the design tone is excellent (such as the gadget products commonly seen in the "most beautiful applications"), you basically can't count on the self-propagation ability of the product itself. Therefore, the product's requirements for the market and channels will be higher than other types of products, and the main effort of operations may have to be placed here. So what should the market for instrumental products do? 1. Find usage scenarios and groups (eg time management app) There is no doubt that every tool product has a usage scenario envisioned in its product design, such as time management apps, decompression software, Bluetooth transmission apps, etc. What kind of people would use these products? The users will probably be office workers, white-collar workers, mental workers, and middle and senior management of enterprises. It is necessary to anticipate the user portrait as clearly as possible. These people have high requirements for time management and their daily schedules are relatively tight. What are the usage scenarios of these products? You might look at it every day when you wake up and on your way to work. What is the route these people take to work? What are the commonly used means of transportation? What is your mentality and dynamics when watching APP? 2. Find the entry point (eg Bluetooth transmission APP) What are the differing features of the products? No network required. What considerations were taken into account when designing these features? 1) Many times the network is not good, but we want to transfer some relatively large files/APPs/data on mobile devices. 2) Save traffic. What kind of scenario is it designed to suit? 1) Places without Internet or with poor Internet signal, such as subways, conference rooms, and entertainment venues. 2) When there is no WiFi, WiFi coverage is relatively low among students and in second- and third-tier cities, and users are more concerned about data charges. 3. Combining people, scenarios, and entry points The most effective promotion method is to provide users with methods and information to solve problems at the time and in the scenario where users have needs. There is no fixed formula for how to do it and through what means, and these market means should not be elaborated in this article. 2. User/Community Operation For tool products, the second requirement for operation is effective product feedback. Does the product really solve the user’s problem? If not resolved, why? Is there a defect in the product itself? Or is it that users don’t use it the way we want? The user loyalty of tool products is the lowest. Once a better-use product becomes available, users will leave quickly. Therefore, it is very important to maintain communication with users. Otherwise, when operators discover problems with the data, it will be too late to contact or conduct research. User operations for tool products may not require maintaining a "user pyramid", and it is difficult for you to build such a thing, but maintaining a small group of core users is something you can do. You must ensure that these core users can tell you the first time there is a problem with your product, instead of switching to other products. Things outside of operations After the development of tool products got on track, the boss, product and operation personnel all had this idea: to expand the usage scenarios of the products. There is nothing wrong with this matter itself, but it often falls into the trap of "imagining false needs in order to expand the scenario." Let me illustrate this with a personal experience: When I was working on gitcafe, Thomas hoped to get more people to use git (a version control tool similar to SVN, often used in programming, search Baidu for details), so he hoped that the product could do more to educate users so that more novice users could use gitcafe. However, git has a certain learning cost, and for novice users, this learning cost can be said to be very high. At that time, our solution to the original product was to add a git tutorial, similar to a beginner's guide. But the tutorial we finally came up with was about 20 pages of short pictures and texts. It takes 10-15 minutes to complete the entire operation in a smooth state. This is the best we can do (the complete tutorial is about a 300-page book. Although video tutorials may be able to shorten the time, they have poor teaching ability and high production costs; simulated window operations may be easier, but they cannot complete environmental deployment). Finally, when we used DEMO to let users experience it, a complete novice user with no technical foundation would need more than an hour to complete the entire operation. We found an unsolvable problem in the actual experience scenario: for novice users, the difficulty lies not in the operation, but in the unfamiliarity and fear of the command line page, which makes them constantly question their own operations. In order to make the tutorial as concise as possible, we cannot provide correct feedback for all operations. This flaw cannot be solved, and there are many other problems that are not so fatal, such as no one will watch such a long tutorial in its entirety without sufficient motivation. This problem can be alleviated through operational means (finding people with strong demand, or adding strong user incentives), but it is impossible to completely resolve it. The final result was that after a month of hard work, we canceled the idea of launching the tutorial online. 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