We can complete the demand analysis by the following methods:
Requirements analysis and screening process
This is also a funnel model for demand analysis and screening, with layer-by-layer filtering. From perceptual to rational, the more rational.
Next, the article will introduce each link in the process of demand analysis in detail.
1, and obviously unreasonable requirements are screened out.
The criterion of this stage is the rationality of demand. Use your experience, expertise and even intuition to filter out most of the needs. For example, the current technology is impossible or meaningless and the input-output ratio is low, which is obviously unreasonable.
Because many requirements will be collected from various channels, you have to do this in order to improve efficiency. When the number of users reaches a certain scale, the feedback you receive every day is enough for you to drink a pot. Even so, you should make a user help and feedback system to help you screen and initially handle the requirements.
There is a simple way to judge: what will happen if this requirement is made? What if you don't do it?
If there is not much difference between doing it and not doing it, even doing it will have negative effects, then you don't have to hesitate to filter out this demand directly.
2. Explore the potential needs and motivations of users.
This is a key step in the evolution of user requirements into product requirements.
User needs: needs, what users want.
Product requirements: solutions, solutions. It can be recommendation algorithm optimization, interface layout adjustment, new function points, even new products and so on.
The above are the definitions of user requirements and product requirements. User demand is what users want, and product demand is the solution to meet user demand. After all, users are not professionals, and the starting point of considering problems is users themselves, which requires product managers to tap the potential needs and motivations of users.
The most famous example is that if I ask customers what they want, they will tell me: a faster horse. "If I ask customers what they want, they will tell me: a faster horse. "
If Mr. Ford hadn't tapped the motives behind the users, he might have studied the problem of raising horses, and there would be no Ford car.
So how to tap the potential needs and motivations of users?
There is great uncertainty in the generation of user demand, which is influenced by many factors such as environment and mood. Therefore, it is not enough to look at the surface description, but to feel with a sense of substitution. The following elements can be used for scenario analysis:
User needs = who (user characteristics)+under what circumstances+what do you want to meet?
For example, if you are the product manager of Totolist, it is too troublesome to add a user feedback during the investigation, so you can't add it in batches. After asking why batch addition is needed, the other party replied that she was a student and wanted to import the curriculum into the list for easy viewing.
At this time, you will understand that the other party is a college student and she has trouble adding operations. She wants to add courses.
At this time, you can find a solution immediately: you can use OCR technology, just scan it and directly import the whole course.
Think deeply again! Is adding a course the ultimate goal?
Obviously not. After the other party added the schedule, it was for the convenience of checking, and the other was to remind her to attend class when it was near the class time. Then after importing, you can make a visual class schedule to remind the class in advance.
This is the process of demand mining.
3. Classification and arrangement of requirements
Digging into the real purpose of users, we will find that many seemingly different needs are all for the same purpose. This can sum up these requirements into one.
Then the requirements can be sorted by the following dimensions:
1) Judge whether it is valuable: breadth, frequency and intensity.
If the number of users is large, the frequency is high and the demand is strong, it is of course a good demand. If the three are not related, it can be judged as worthless demand and can be filtered out.
Is the demand valuable?
2) Input-output ratio ROI: business value/user value-development cost.
It is necessary to consider the realization cost (manpower, time, resources, operation and other factors) and benefits (business value/user value) of the requirements, and comprehensively consider whether to include them in the current demand library or put them into the next stage.
3) Maslow &; Demand analysis method of seven deadly sins
Maslow's needs theory: survival needs, security needs, social needs, respect needs and self-realization needs.
Seven deadly sins: arrogance, jealousy, anger, laziness, greed, gluttony and desire.
From the perspective of demand level and human nature, we have a deep understanding of demand.
4) pain point analysis method
Divide the demand into pain points, itching points and excitement points.
5) Carnot model analysis method
Carnot model can be understood as an enhanced version of pain point analysis. By analyzing the influence of user demand on user satisfaction, the nonlinear relationship between demand realization degree and user satisfaction is reflected.
Divide the requirements into the following five categories:
Basic (basic) requirements Essential quality/basic quality
Desired (Willing) Demand-One Dimensional Quality/Performance Quality
Exciting (attractive) demand-attractive quality/exciting quality
Undifferentiated Quality/Undifferentiated Quality-Undifferentiated Demand
Reverse demand-reverse quality
Carnot model
4. Match the limited conditions such as product positioning, product objectives and resources, and conduct the final round of screening.
User experience element * * * has five levels: strategy layer, scope layer, structure layer, framework layer and presentation layer (these five levels are the process of product design from 0 to 1).
Here involves the strategic level and scope level, namely:
Strategic level: the expectations and goals of enterprises and users for products (what to do and for whom? )
Scope layer: the collection of functions and their content requirements (what needs to be done? )
User experience elements
We need to consider product positioning, in line with strategic objectives, target users and established functional scope. Do the requirements to serve the core of the product, otherwise there will be more and more functions that are easy to do, which will be huge and redundant, leading to the loss of users.
So you know why the number of users has soared after Alipay gave up socializing.
According to Trustdata, the steady growth of Alipay users started from 20 17, when they gave up socializing. In two years, the scale of MAU (monthly users) has doubled to more than 600 million, and even last year 12 surpassed mobile QQ for the first time, becoming the second largest app in China and the largest non-social app in the world.
The analysis report of QuestMobile 2065438+March 2009 also shows this situation. In March, Alipay ranked second in the growth ranking of mobile Internet app users, with a year-on-year increase of 65.438+300 million, with a growth rate of 24.3%, even higher than that of Pinduoduo, which is hot this year, second only to Tik Tok.
It is important to determine the target users, and the process of analyzing the target users is also interesting. I will write another article to introduce it separately. The following is a brief introduction to this idea:
To determine the target users, it is necessary to comprehensively consider the audience size, demand relevance, business value and existing resources. Generally speaking, functions should serve valuable users.
For example, the more abstract, the clearer:
For example, a music product, the audience is 15 to 65 years old, but you can't say that the target user is 15 to 65 years old. Because audiences of different ages, even their needs are opposite, their excitement is different. This product is not easy to design, and may not satisfy both users in the end.
Through analysis, it is found that user groups can be divided into leisure, fashion trends, geeks and other types.
Considering the audience size, demand relevance, business value and existing resources, you may choose leisure as your target user.
Of course, this is a brief introduction, and each product will have different choices. But in general, the target users must be clear and pictographic.
5. Define priorities
Before that, it is necessary to judge the life cycle of products, because different products have different life cycles.
(1) Initial product stage (0- 1): Make the minimum feasible product (MVP) that meets the core needs of users, go online quickly and iterate quickly. Accumulate seed users. At this time, the product should not be large and complete, which is convenient for adjusting the product direction. If it is a content-based product, it is also necessary to operate the community tone and control the import of users, such as the invitation system adopted in Zhihu in the early days.
(2) Growth period: continue to polish the core requirements, improve the functional shortcomings, and let the products develop in the specified direction. At this time, it will increase operational investment, import a large number of users, and the demand will surge. At this time, the team is under great pressure, so it is necessary to control the demand, seize the core users and use the resources on the cutting edge. At the same time, pay attention to retention and activity, improve viscosity and use time.
(3) Product maturity: constantly polish products, consolidate product barriers, create stimulating demand, tap potential users and expand the scale of users. At the same time, we should start to consider liquidation.
(4) product decline period: extend the product life cycle as much as possible, continuously bring users a sense of freshness and retain users. Expand categories and incubate new products.
Product life cycle
This picture comes from the product life cycle theory-Starbucks case study. Interested friends can learn about product life cycle theory.
Generally speaking, meeting the company's current development goals has high priority, and vice versa.
Then we can combine the important emergency four quadrants and discharge the priority. There is a need for concrete analysis of specific situations here, and there is no unified evaluation standard.
Important emergencies are a good way to prioritize. Some companies will conduct multiple rounds of demand review. In the priority review stage, draw four quadrants of important emergencies on the blackboard, and write down the requirements on the whiteboard according to the discussion. According to the demand distribution, the priority is clear at a glance.
Of course, don't forget what level the demand should be, whether it is simple or complex, and whether it should be done in stages. For example, login requirements, whether to use three-party login or need to build a self-built account system. For example, if you log on to WeChat, the familiar development may be completed in 1 person/1.5 days. The self-built account system is relatively complicated.
The specific level is defined by the product manager. At the technical review meeting, developers paid special attention to this.
My next article will introduce how to go from demand to landing.
Everyone who makes products knows that avenue and method should be combined, and method is method. As mentioned above, they are all methods.
"Tao" is a methodology, so the following summary of legal theory is only the end of this paper.
The thinking logic of this article is: when encountering a problem, first clarify the problem and goal, then disassemble the problem, and finally form an executable plan. The next steps are simple, that is, implementation, inspection and correction. It can be said that after the problem was clarified, more than half of the problem was solved.
First of all, clear the definition of the problem:
Demand analysis is: from the obtained user demand, through a series of judgment methods, combined with product positioning, product objectives and resource conditions, to extract product demand.
Next, the disassembly question:
From the definition, we can see:
This is the process from user demand to product demand;
Need a certain process and limited conditions;
The goal is to refine product requirements.
Step 3, define the requirements analysis and screening process to form executable steps:
Screening out obviously unreasonable requirements.
Tap the potential needs and motivations of users.
Demand classification and arrangement
Match the limited conditions such as product positioning, product objectives and resources, and conduct the final round of screening.
Define priority
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