How should operations put forward requirements for products to accurately hit the key points?
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As an operator , it is inevitable to make demands on the product, whether for launching an activity or to improve bugs. But how can you make demands on the product so as to accurately hit the key points and appear professional? As we all know, there are many subdivisions in the operation profession, including user operation , event operation, brand operation, new media operation and many other categories. However, no matter which classification they belong to, they all have one thing in common, which is that they need to deal with users directly or indirectly. Work involving communication with users will test an operations colleague's basic skills. When we receive user feedback, how do we collect user feedback and submit requirements to the product? Some students may think that we often do this and we started by operating users in QQ groups. However, have you ever thought about whether the requirements we submit to the product are valuable information? Can it be of great help to product colleagues in their decision-making? I have 6 tips and tricks to share with you on how to make your product requirements appear more professional. Requirements sorting Whether it is user feedback collected through Weibo, WeChat , or QQ groups , the information is often more life-like. We cannot hand over these feedbacks to the product as they are. First, we need to process the information and organize the requirements. Demand organization is mainly about expressing messy information more accurately using product-oriented language. The key elements of the collected demands can be extracted. These elements may include date, feedback channel , demand type, related parties, priority, notes, etc. Date: the date when the user feedbacks the requirement. Record the date to facilitate R&D personnel to find the development log and locate the problem. Feedback channel: that is, the channel through which users give us feedback on their needs, whether it is Weibo, WeChat, official email, WeChat group, or other channels, so that we can evaluate the commonly used feedback channels. Requirement type: The requirement submitted by the user is either a product bug that requires urgent repair, or a product optimization that requires later optimization and iteration. We can also classify and handle the same type of needs. Related parties: Determine which business departments of the company this demand is related to, so as to remind the other party to pay attention to such user demands when sending a copy of the email. Priority: Determine the priority of user feedback based on operational experience and product rhythm. The more urgent and important the demand, the higher it should be placed in the table, or even highlighted in bold to attract the attention of the product. Note: Is there any other important information to supplement about this requirement, such as whether the bug reported by the user is an individual case or can be reproduced? After sorting out the above information, this information can be clearly presented in the form of a table. Multi-purpose data analysis When users provide feedback on their needs, they are often very emotional and messy, and need to be sorted out and guided by operations staff. It’s like when a patient goes to see a doctor, the doctor can accurately determine the symptoms and causes of the illness. We use data to analyze the final feedback from users. There are two types of analysis here: first, when users express their demands, we try to quantify their needs as much as possible; second, after completing the sorting of all needs, we can summarize the data to determine which type of demand has more feedback and accounts for a larger proportion. For example, user A reported that many people often experience crashes when using the mobile client. Then we can ask one more question: how many people does he mean? How many times a day does frequent crashes occur? Because often when users express themselves, their expressions are not accurate, which requires us to find more supporting information. By asking users further questions, we can obtain more quantitative information and thus deepen our understanding of their needs. After we have collected and organized all user feedback, we can perform a simple data analysis on these feedbacks. For example, how many bug categories are there and how many optimization suggestions are there? What are the most common bugs? What new features have users strongly requested recently? We can judge this information through data summaries, so as to give a relatively accurate product requirement. Provide more specific cases Especially when users submit bugs, the more specific the case, the easier it will be for R&D to locate the problem and fix the bug. If it is feedback about PC applications, you can understand the user's specific information including computer model, computer system, client version, network status, usage behavior and other information. If it is feedback about a mobile APP application, the specific information you can learn includes the phone model, product version, network conditions, usage behavior, user name and other information. For example, if user A reports that his mobile client frequently crashes, we can learn more about him, such as what operations usually cause the crashes? What model is the phone? Are multiple apps open? Can I use it normally after clearing the phone cache? Some problems may be solved when we identify user problems. For example, if your phone crashes, it may be because the phone cache is too large. In this case, clearing the cache will help users solve the problem. If we encounter some particularly urgent or difficult needs, we may also need to leave the user's contact information so that subsequent R&D can contact the user directly, and adopt remote assistance when necessary to help the user solve the problem. Point out the core demands It is sometimes not a simple matter for operations to give feedback to product needs. If we only position ourselves as a mouthpiece and simply translate what the user says and pass it on to the product, the value of this operation may not be that great. We need to analyze user feedback ourselves, point out their core demands, and provide some reference solutions. I believe everyone has heard of such a story. There was once a user who gave feedback that he needed a faster horse for traveling so that he could go faster. But is it really a horse that users need? In fact, an analysis shows that the user's most core demand is a convenient means of transportation. Therefore, a company finally provided the user with a car to meet the user's core demand. The information that users give to operations is generally divided into user feedback, superficial needs, core demands, etc. As operators, we need to analyze and understand this information in detail so as to provide more useful information for the product. If a girl says she wants to lose weight, this is just user feedback. Her superficial need is to reduce her weight, but her core need is actually to make her figure more perfect. Students who are familiar with fitness will know that losing weight also includes losing weight and losing fat. When most people talk about losing weight, they actually want to make their bodies look better, even if the weight doesn't go down at all. Compare with competitors When responding to requests, we can often be more careful. When users report problems with our products, we can also ask them about their experience using competing products. By comparing our own products with those of competitors, we can have a deeper understanding of product functions. In addition to user feedback, operations can also personally experience similar functions of competing products, summarize some of the good and bad aspects of the other party, and help us better optimize our own products. Understand the advantages and disadvantages of your own products through competing products. Often, becoming familiar with competing products can also deepen our understanding of our team's products, so operations will have more say in optimizing product demand. Regular review After providing feedback on the needs to the product, it is actually only a small step. We still need to connect with the product in the end to implement some of the more urgent and important needs. The operations staff provided feedback on user needs, which solved the users' problems and enhanced their experience, thus helping to maintain a good relationship between operations and users and making users more active on the platform. This is also mentioned in the book "Sense of Participation", which is to make users feel valued and enhance their sense of participation. After completing the follow-up and implementation of some demands, you can summarize and review the status of the existing demands, which demands have been realized, which are still in the follow-up stage, and what problems have been encountered for the unrealized demands? You need to summarize this information yourself. In addition, during the regular summary process, some frequently occurring demands and demands fed back by multiple self-media people can also be extracted separately and re-sent to the product. Let the product pay more attention to such demands, as these high-frequency demands are often closer to the needs of the general public. The above are the 6 methods you need to pay attention to when providing operational feedback. Do you feel that you have gained something? As the saying goes, there is no small matter in work. Even if it is such a small thing as feedback demand, we have to put some thought into it if we want to do it well. It is said that product and operation are inseparable. My understanding is that in addition to collaboration between product and operation, operations often also need to have some product awareness and basic product skills. A deep understanding of the product and a deep perception of the users, the ability to refine and analyze needs and even provide solutions, these qualities and abilities will often make the needs raised by operations, products and development feel more professional. Mobile application product promotion service: APP promotion service Qinggua Media information flow This article was compiled and published by @谢雄 (Qinggua Media). Please indicate the author information and source when reprinting! |
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