Introduction to Product Managers Lesson 2

In the previous article, we looked at what a product manager does and what it is. Next, let's get to know the core of a product manager's job: requirements analysis. This part will allow you to grasp the dimensions and methods of product managers to analyze and think about user needs, and teach you how to write requirements with user stories.

After understanding what a product manager is through the first lesson, the next step is to learn the dimensions of a product manager's thinking and strive to get closer to a qualified product manager.

The sharing of the second lesson is mainly to let you understand the dimensions and methods of product managers to analyze and think about user needs, and teach you how to use user stories to write requirements. The sharing in this issue mainly focuses on four aspects:

1. Capture core users
2. The dimensions of the collection of requirements
3. The discerning dimension of requirements
4. Learn user story writing requirements

First, seize the core users

In order to capture core users, we must first understand what a user is.

Users refer to all the groups that are related to the product, and they are a group of groups that have both commonalities and differences. The needs of users are constantly changing.

Product managers need to understand the user's payment point, better optimize the product, and create greater value for the company. To do this, you need to describe the core users.

There are four ways to describe a core user:

1. The core users are described through the relationship between supply and demand, and defined according to the server side and the consumer side of the product
2. Describe the core users through demographics, look at their user characteristics according to behavioral consumption data, and determine user groups
3. Describe the core users by the user's familiarity with the product, and distinguish the main audience of the product according to new users, old users, and expert users
4. Describe the core users through business scenarios, and describe user groups through business positioning, user identities, etc

Now that we've described the core users, let's get to the point: how do you capture the core users?

For different descriptions of core users, we can take different measures for different core users.

1) Bundled core users: Based on the characteristics of human nature, such as greed for small and cheap, fear of loss, and love of face, passively capture the bundled core users

Common methods: apply for memberships and buy packages (such as barber shops, gyms, etc. often use this method)

2) Induced core users: Merchants continue to improve operational efficiency and reduce costs to induce user traffic (a common method to capture core users)

Common methods: Merchants lower prices to induce users to consume (such as Walmart and Costco)

3) Enjoyment-oriented core users: companies that provide services focus more on user services with psychological impact, allowing users to enjoy services to improve user stickiness and capture core users.

COMMON METHODS: PROVIDE USERS WITH A SENSE OF SUPERIORITY AND SERVICES THAT EXCEED EXPECTATIONS (E.G., ADOPTED BY AMAZON AND NETFLIX)

4) Network-based core users: companies that focus on a larger number of users, pay attention to the value of the network, and establish social network relationships, so that users themselves can absorb more users

Common methods: Establish social relationships and achieve word-of-mouth communication through communities, fans, etc. (such as soul, Douyin, etc.)

5) Shareholder-type core users: take the core users as the company's community of destiny, so that the core users can actively participate with the mentality of shareholders

Common method: Let users take a stake in the company

Second, the collection dimension of demand

To gather requirements, you first need to know the definition of requirements:

Demand: The difference between expectations and the status quo

Product managers need to think clearly about what needs users have, and can refer to the five layers of human needs to think about it.

Now let's go to the collection of requirements, which can be carried out from two dimensions: users and things.

Start with the user:

• Look: Observe the user's experience and behavior to collect the user's behavior and behavior
• Smell: Listen to the user's experience with the product
• Q: Interviews can be conducted one-on-one or one-to-many, and needs can be collected through questionnaires
• Cut: Experience the product in real life, feel it personally, and integrate it into the user community to feel it

Let's start with things:

Cause: Collect business requirements through business analysis;

Collect market data and experience as a reference through literature analysis;

Brainstorm ideas and bring together different types of people for discussion.

Results: Through competitive analysis, look at the specific needs of other solutions in the market as a reference;

Through data analysis, user data will be generated after the product is launched, and feedback on usage and business operation problems will be collected.

PS: Is it up to the product manager to collect all the thinking requirements? What are the precautions when collecting?

Demand is divided into first-hand demand and second-hand demand. The specific interpretation is shown in the figure below.

The collection of demand first-hand demand and second-hand demand should be involved, in the actual problem collection of the enterprise, it is best to collect the demand by all employees, and finally the product manager to deal with the statistics.

3. The identification dimension of demand

The core of demand identification is mainly to make the right decision based on the actual situation at the moment.

We need to focus on the authenticity of the demand, the intensity of the demand and the high frequency of the demand, the higher the degree of the above dimensions, the more rigid the user's demand, the more valuable the solution.

• Strong demand: Think about whether the value to the enterprise after the realization of the demand is large, whether the risk of the demand is high, and whether the size of the crowd is large
• High frequency of demand: Determine the frequency of use of the function by the user

The quadrant division method can be used to discriminate, and the needs can be dealt with according to the different solutions of each quadrant area.

Fourth, learn the needs of user story writing

User story concept: A way to describe the requirements of a typical user in a use case.

Advantages of user stories: Users and requirements are simulated in typical scenarios, which is convenient for more accurate analysis of requirements.

The role of user stories: The written user story cards are used by customers or business departments and product managers to sort out requirements, and finally make functions for the development department in the way of one story at a time.

We can refer to the template for the specific presentation of user stories:

On the left side of the template are the user's requirements, and on the right are the prerequisites (specific implementations) for development and implementation.

For more information, see the following examples:

This issue is over here, and the follow-up will continue to update how to get started with product managers~ If you think it's useful, you can like and collect it, and click on it to grow together! ^v^

This article was originally published by @懿懿子 on Everyone is a Product Manager. Reproduction without the permission of the author is prohibited

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