I heard that you are also in product operation and have covered one million users in three months!
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Introduction: Qiushibaike.com is a famous original embarrassing joke sharing community. Today I will tell you about the experience of its product manager who continued to build the Qiubai project management process, was responsible for the Qiuyouquan project, and achieved coverage of one million users in three months. What exactly does product operation do? “Designer, when can I get my event map?” “Developer, when can I launch my event page?” “Users have a lot of complaints about this new feature, product manager, do you want to change it?” … You should be very familiar with these conversations if you are engaged in product operations . You are exhausted from the daily trivial operations work but feel that you have gained very little. The blame from the team leader even makes you doubt your own abilities. In fact, you just don’t have a correct understanding of this position. If you think back to your daily conversations and work content, you will find that what product operations are actually doing is “efficiency”, “solving” and “problems”, which are the three elements of product operations. Three elements of product operation 1. Problem First of all, the problem, so where does the problem come from? Mainly from two sources: Passive assignment, active discovery The proportion of passive assignment and active problem discovery in work is actually deeply reflected in the advanced process of operations. Junior operations means that 80% of your work is passively assigned. Your boss tells you to find 50 seed users and publish 50 pieces of content today, so you do this every day. Intermediate operations each account for 50%. Half of it is the leader telling you what to do, and the other half is you taking the initiative to discover problems with your work or product, and then finding ways to solve them. 80% of senior operations work is problems you discover on your own initiative, and very little is passively assigned. If you now find 100% of the problems by yourself, you can become the COO yourself. For passive assignments, as long as you are serious and obedient, you can do the tasks assigned to you by your leader very well. The key is how to continuously improve your ability to proactively discover problems. So how do you proactively discover problems? The answer is to develop the ability to be sensitive to data, because 90% of the problems can be discovered from the data. Here are three ways to develop a sensitivity to data: Read reports QuestMobile, iResearch and other companies often publish reports on the Internet. Reading these industry reports regularly can, on the one hand, allow you to clearly see which tier your products are in and whether there is room for operation; on the other hand, you will have a clearer understanding of other fields. It is very simple to observe the data . There is a huge amount of data in the background of your own products. The first thing you should do when you get to work every day is not to do anything else but to look at the key data. Check it at different time periods to cultivate your memory of the product's data performance at different times. To give an example of major changes , the DAU of Qiubai’s Qiuyouquan increased by 10% some time ago. Why did the data inexplicably increase by 10%? It’s definitely not that I’m very lucky today, so I need to continue analyzing. There are three main aspects of DAU in the Friends Circle. The first aspect is that there is a fixed entrance; the second is a recommended list of embarrassing things; the third is that there is a push at 10:30 every night. The focus comes from these three aspects. The analysis idea is very simple, just follow these three aspects to find the answer. There is no change in fixed visit data, and there is no obvious change in tracking recommended location and content data. At this point you will have a very clear conclusion, which is basically that there is a problem with the push. So at this time you need to see what went wrong with your push. By following the clues in this way, we can find the crux of the problem. 2. Solution When there is a problem, it naturally needs to be solved. But no matter in life or work, the solutions to some problems are always unsatisfactory. Many students said that they had no idea how to solve a problem, and they would feel embarrassed to ask their boss, which made them feel incompetent, but they didn’t know how to solve the problem. Refine the problem The first is to refine the problem. A very classic set of conversations on the Internet: When a girl tells you that she has a stomachache, you tell her to drink more hot water. When a girl tells you that she has her period, you also tell her to drink more hot water. You deserve to be single now. What's the problem? That means you don't understand the essence of the problem at all. The essence of this problem may be that the girl is very vulnerable and needs your company, and at this time you appear beside her with medicine, right? You may be reaching the peak of your life. Regarding the problem of refinement, two ideas are provided. You can ask real users. As an operator, you are closest to users. Every day, many users communicate and report problems. At this time, have you done a good job of maintaining key users? Now every day after I come to the company and look at the data, I will look at the user feedback. They are all very loyal users of Qiubai. They are almost always the first to tell us when we encounter problems every day. Also look at data related to the problem element. search The second point is search. After identifying the problem, if you don’t have the corresponding knowledge reserves, can you only sigh helplessly? Obviously not. The emergence of the Internet has greatly reduced the phenomenon of "information asymmetry" and made information sharing extremely convenient. At this time, it is very important to use search engines rationally in the vast Internet to retrieve the information you need. The search first provides two options, the first option is the frequently asked questions search engine. As long as you master the method of frequently asking search engines, when you encounter operational problems in the future, the first thing you will think of is to ask search engines. For example, you can find the answer to the question "How to improve your search ability" through search engines. When you encounter these questions in your operations work, such as "How to find seed users?" and "What forms of new user acquisition activities are there?", at least you should not be at a loss as to what to do. Here are two methods for using search engines. The first is to frequently use two or more keywords. The second is to pay special attention to the search results of some vertical communities, such as Zhihu and Guokr. The second search option is to consult experienced people, internal leaders and external peers. filter The third point is screening. The side effect of extremely abundant information is the mixing of good and bad information. Faced with hundreds of thousands or even millions of search results, it is impossible to check them one by one, so it is particularly important to filter out the information you really need. Screening also provides two options. The first one is trial and error, which means rapid trial and error adjustment. The second is experience. You have already accumulated a lot of experience in solving such problems, so you just need to eliminate the unreliable ones. 3. Efficiency Even if you have mastered the above skills, know how to extract the fundamental problems behind the phenomena, and learn to use search reasonably to filter the information you want, and then organize the output plan, you will find that a year has passed! ! Your boss will probably be furious... In the Internet age, "speed is everything" is not without reason. The environment and user preferences change too quickly. If you cannot solve the problem "efficiently", you will eventually be eliminated. The key to solving problems efficiently is: is there a way to save time in solving a certain problem? And, can certain problems be classified so that the next time you encounter them, you can use previous experience to solve them quickly. So for efficiency, I provide two methods here. The first is to make good use of tools , and the second is to summarize. Make good use of tools The biggest difference between humans and animals is that humans can use tools. Reasonable use of "tools" (websites, software, apps, etc.) can greatly shorten the efficiency of solving a problem. Here are some tools I often use: Mind mapping tools (Xmind/Mindmanager) One of the biggest benefits of mind mapping is that by focusing on a certain need/problem for a period of time, you can quickly record all the ideas that come to your mind, which helps you sort out the various threads. Trello The approach of "small steps, fast iteration" determines that the product needs to continuously provide valuable demands, so the management of the demand pool becomes extremely important. I am obsessed with Trello's drag-and-drop card method. Can be used to manage demand pools and project (version) records. Evernote Evernote is mainly used for schedule management and note taking. Write down all the things you plan to do today according to the plan for next week every day; check off one thing to confirm after completing it. This can bring great convenience and a sense of accomplishment to your weekly review. RescueTime After installing this software on your computer, you can clearly see which websites and software you spend your time on on your computer every day/week, and then make targeted adjustments to continuously improve your efficiency. Summary Some problems are bound to recur. If they cannot be quickly solved with accumulated experience, it will take t (single problem-solving time) * n (number of problems) time. So you need: Multiple Records One advantage of recording more is that there is a review process during the recording process. Maintaining a blog and taking notes are both great ways to keep track. Review frequently The weekly report is a very good way to review what you have done this week. You can clearly see whether you spent 80% of your time being assigned tasks or discovering and solving problems on your own. The weekly report reflects what you have done and what you plan to do next week. Share often The company organizes monthly product operation sharing sessions, which greatly help relevant students build knowledge. In fact, every time you share, you are consolidating your own knowledge system. The ultimate goal of introducing the above methods is to achieve "efficiency" and "solve" "problems", but in this process, a very important thing is overlooked, that is, product operations students cannot do without the collaboration of other students, including product, development, design, etc. So, you also need to master better ways of communication. communicate More contact For example, if you go to participate in the company's team-building together, you can do some activities hand in hand, such as playing basketball and football. More simple "physical contact" means that your partners will let down their psychological security guard. Once people let down their guard, they will be more able and willing to listen to what you say. What would be even better is to have more common experiences. Nowadays, companies have trips every year, so go and play with colleagues you deal with often. If your company is divided into batches, go and join them. Clear goals Always remember the purpose of your communication. You may often encounter this situation: when communicating with colleagues, the conversation turns into personal attacks. You accuse him/her of delaying the progress, and he/she accuses you of changing the requirements at random. The conversation ends in a bad mood, and then you report it to your leader. After that, your work will be very difficult in the future. Or maybe you have a very good relationship and communicate about your personal feelings every day, but ignore the real work content, which is also not a good phenomenon. So remember that your problem now is to solve the problem, not to argue or chat. Improve Yourself What kind of people are people most willing to communicate with? It means communicating with people who are as good as or better than you. At this time you need to supplement your professional knowledge. To continuously improve operational related skills. If every time you propose a plan, the data mostly increases significantly after it is implemented, this process will strengthen the trust of your colleagues in you. The above are just some ideas for doing things. Only by putting them into practice can you become more and more proficient and continuously improve your product operation skills. I wish you can become a qualified product operator as soon as possible. Mobile application product promotion service: APP promotion service Qinggua Media information flow The author of this article @操作鹤手is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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