From a macro and micro perspective, let’s discuss the love triangle between users, products, and operations.
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From a macro perspective, the Internet industry belongs to the service industry, which is the country's tertiary industry; since the Internet industry belongs to the service industry, the target of its service must be the general public. From a micro perspective, we should not only treat users as God, but also study and do a good job in serving God in terms of markets, products, brands, channels , etc. From the above picture we can see that what connects the macro and micro is our enterprise. Therefore, as an enterprise, we should always focus on one central point: users. For users, it can be divided into two aspects: one is user needs, and the other is user experience. The product is the core hub connecting users, user needs and user experience. Each industry has its own market, which generally includes three major areas for enterprises to consider: business model , profit model and commercial value. Let’s briefly analyze Ele.me’s business model, profit model and industry status so that everyone can intuitively understand the meaning of the market. First of all, the food ordering industry market has just emerged and is currently in a bonus period. Meituan and Dianping are the main competitors of Ele.me. Secondly, Ele.me’s business model is very simple. It adheres to the belief of “extreme, innovation, and pragmatism” to establish a complete C2C ordering system to bring users a quick and convenient experience. Finally, its profit model can be summarized as taking commissions from merchants, bidding for rankings, providing food ordering software services, and collecting part of the advertising fees as the main profit model. After a brief analysis of the market, let’s take a look at what users are. The author can roughly classify users into the following categories: We can be divided into two categories: browsing users and consumer users. We can divide users into initial users, seed users , growing users, declining users, and lost users. These are also the 5 key nodes of the user growth curve. Here I would like to explain whether seed users are equivalent to initial users? The author believes that seed users should be included in early users, but not all early users are seed users. When operating and planning an event, one may face the general public. Due to various interest factors, the fans attracted in the early stage are a mixed bag. Usually the user retention rate of such activities is very low, not to mention the demand acquisition and conversion rate . But there will definitely be a small number of high-quality users among them. We call these users who are loyal to our products and can promote our products seed users. How to screen out this group of seed users is crucial! The author drew the concept of user tree based on his own understanding (this concept is not yet available in the industry). The enterprise acts as a sower and plants seed users on the cleared land. Through careful watering, fertilization and maintenance for a period of time, the seed users will grow upward through self-propagation and eventually grow into a user tree. Note: Some companies may resort to the practice of forcing growth, and the consequences of this practice are self-evident. Whether the user tree can bear abundant fruits depends not only on the quality of the first seed but also on the careful cultivation of the enterprise gardener. As a key record of user tree growth factors, data analysis plays a vital role. That is, KPI assessment ( retention rate , conversion rate, activity and other monitoring data). When the number of user trees increases, they will spread into a forest, which is a closed ecosystem. In the entire ecosystem, external resources act as sunshine and rain for natural irrigation, and resources such as soil and fertilizer will transform themselves, ultimately forming a natural growth in traffic. All companies are pursuing and building their own closed ecosystem because its ultimate value will be immeasurable. In the above, the author has used a lot of space to explain his understanding and classification of users. Next, let’s analyze what exactly is a product? What is a product? The essence of a product is to solve the user's pain points, and the essence of operation is to deliver the value of the product to the user through various methods and channels. (This sentence is quoted from an Internet practitioner) The author believes that the above sentence highly summarizes the core meaning of products and operations. (See the picture below) To develop a product, we must first start from the following aspects: Product Positioning Use a concise slogan to clearly tell the public which users our product is aimed at and which needs it solves. • Meituan: Meituan once, Meituan once! • Dianping: Eat, drink, play and find deals! • Tmall : Just go to Tmall, that’s enough! • Toutiao : The headlines are what you care about! Product Target We can divide products into three categories to study the goals in their respective fields. Tool products: simple and violent! The focus is on directly solving users' targeted needs. For example: the calculator, weather, compass and other gadgets that come with the phone; both the interface design and the functions are simple and direct. Social products: focus on meeting users’ emotional needs for communication with others. For example: Facebook, Twitter , WeChat , QQ and other well-known social products allow people to share every detail of their lives with others by sending text, pictures, audio and video. E-commerce products: focus on meeting users' various online consumption needs. I won't give examples here because everyone uses them almost every day. However, the author believes that due to the wide variety of e-commerce products, their product goals have different focuses in different fields. Product prototype Since the author has been engaged in UI design for 6 years and has a deep understanding of visual and interactive design, he has specially classified product prototype as an important part of product development. In the early stage, the product is just an idea in the mind of the CEO or PM. Roughly sketching the product prototype through simple wireframe-type low-fidelity prototypes (including hand-drawn drafts) is very helpful for recording and sorting out the product's functional logic. After discussion and analysis, it was determined that there were no problems with the logic and it could be handed over to the UE designer to complete the high-fidelity prototype. High-fidelity prototypes can help team members and non-professionals experience and test product DEMO more intuitively. However, due to funding and scale issues in some small and medium-sized domestic enterprises, UE designers are generally completed by UI designers. Some people in the industry have also been discussing whether it is necessary to produce high-fidelity prototypes. The author believes that it depends on their respective capabilities and costs. Prototype drawing software: Axure, Mockplus, Mockingbot, etc. Product Features Product functions can be summarized from two aspects: basic functions and differentiated functions. Basic functions are to meet the basic needs of users, and differentiated functions are to see what special functions similar competing products have on the basis of meeting the basic needs of users, so as to better meet the excitement needs of users. Let’s take a simple example: a fitness app can record the mileage we run or walk every day, which is a basic requirement for users to use the product. But if the product also supports social functions such as inviting friends and showing off achievements, this will satisfy the user's excitement needs, that is, the desire to show off. Product iteration The product can form a closed loop in the entire development cycle. Product iteration is the last link and it is crucial! Continuously upgrading product functions based on user feedback is to better meet user needs. However, some companies do not understand the essential meaning of iteration. They simply iterate for the sake of iteration, which unnecessarily consumes development costs and creates many functions that users do not need, affecting user experience. The above is the author's analysis of the product based on many years of experience. Now let’s look at the other two key factors that determine the success of a product: user needs and user experience. (See the picture below) Above we mentioned three types of user needs, namely basic needs, expected needs, and exciting needs (quoted here, not my own summary). How to tap into users' potential needs can be roughly divided into the following four methods: 1. Experience judgment - this method is generally used by leaders in this industry based on years of industry experience (use this method with caution). 2. Questionnaire survey - This method can be used in conjunction with data analysis. It is objective, direct and quantifiable! Because data doesn’t lie. 3. Data Analysis - Data analysis is the cornerstone of guiding operations. (Some companies deceive themselves and falsify data, which ultimately affects their strategic deployment) 4. Competitive product analysis - Know yourself and your enemy, and you will never be defeated. Understanding competing products in the same industry and analyzing their causes can help you quickly develop a plan to enter the market. The above four methods combined with data analysis and other means can roughly draw a user portrait. User portrait: gender, age, education, occupation, income, region, personality traits, interests and hobbies, etc. The author has also seen some people divide user portraits into two categories: basic characteristics and product characteristics. Students who are interested can refer to related articles. Looking back at the right side of the above picture, whether user needs are well met can be divided into three scenarios: Satisfied - increasing user stickiness; To be satisfied - the product needs to be iterated; Not satisfied - users are directly lost. And all of this is about whether the product and demand can bring a good user experience. In an era of technological saturation, it is not easy for companies to monopolize the market by relying on technological means, so this is an era of competing on user service and experience. The micro-level market, product and user modules have been explained. Next, I would like to briefly talk about my ideas on brand and channels. The author believes that the quality of the product determines the brand image. Just imagine, how can a product that has all kinds of bugs and problems bring a good experience and brand image to users? When a product is used as a brand endorsement, the product itself should be optimized before considering promotion. Otherwise, you will spend a lot of money on promotion and attracting fans, only to end up with a lot of ridicule! So what are the promotion channels after the brand is established? The author has made a brief list (available online) and you can choose the best one based on your own strength and energy. Large-scale free coverage of major download markets, app stores , big platforms, and download stations • Operator channel promotion • Social platform promotion • Advertising platform promotion • Exchange and mutual promotion • New media promotion • TV media • Radio advertising • Outdoor advertising • SMS platform The above is the author’s superficial understanding of Internet products and operations! I hope everyone can give me more advice, learn from each other, and make progress together! Finally, I want to say: Big data + virtual reality + artificial intelligence = the future Mobile application product promotion service: APP promotion service Qinggua Media information flow This article was compiled and published by @黑马PM (Qinggua Media). Please indicate the author information and source when reprinting! |
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