This paper sorts out what needs analysis and management are, and why and how to do it.

11 Overview

This article is to sort out the methods of demand analysis and demand management-product manager's job responsibilities &; One of the core skills of work, the purpose of writing this article is to make an output of my own knowledge system, including my own experience summary and knowledge summary recently learned, and to share it by the way. Knowledge and methods are inconclusive, and any content should be based on ideas and actual combat.

when analyzing a problem, we can use a general framework methodology, WWH method: what is it? Why? How? This will clear your mind. Therefore, it leads to the main content of this paper: what is demand? Why do you want to do demand analysis? When is the demand analysis done? How to do demand analysis?

note: time is limited, and the case in this article does not represent a case of actual combat solution, but rather gives an example to quickly explain and apply the method.

12 demand definition

1. What is a demand?

what is needed is the unfulfilled expectation of the user in a certain scenario.

Why should we define requirements clearly? Requirements are easily misunderstood. Here we should distinguish between user requirements and product requirements.

before our product is defined, the demand we study is the user's demand, and we usually call it a problem (there is no clear solution). When we define the product, we have to transform the user's demand into the product's demand and provide concrete solutions to the problems before we can realize the product.

I want to eat and sleep and fight peas. This is not a demand. This demand has no value for the product.

Look at the definition, user needs are based on the unsatisfied expectations of users in a certain scenario, and the basic structure of needs is refined here: user+scenario+expectations. Emphasis: Requirements do not exist independently, but exist together with users and scenarios.

user demand case: Xiaoming (user) has to rush to work after getting up every morning. He doesn't want to have breakfast at home, but he has to work when he gets to the company, so he often doesn't have breakfast, so he is hungry and unhealthy (scenario). Xiaoming wants to sleep more and have breakfast before going to work (expectation)

2. What is demand analysis?

requirement analysis is the process of mining and refining user requirements and solving user pain points, that is, finding user requirements and transforming them into product requirements (solutions).

Here are two points to emphasize:

Finding user needs

Solving user problems

Case: Xiaoming has breakfast. At present, Xiaoming wants to have breakfast before going to work. This is a user demand, only finding user needs, no solution, equals 1, and we have to help Xiaoming solve the problem. For example, to provide breakfast takeout, Xiao Ming can book breakfast takeout on his mobile phone in advance, and he can have breakfast as soon as he gets up. This is a relatively complete product demand.

13 Why do we need to do demand analysis

The first thing a product needs to meet is the user's needs, and only by generating value for users can it create commercial value. Meeting users' needs is the source of commercial value.

14 at what stage is the requirement analysis done

The requirement analysis runs through the whole product life cycle.

1. Product concept period

At this stage, demand analysis is done, and demand research is emphasized, with the purpose of positioning target user groups, product positioning, market research and confirmation of product market segmentation. Refine the core functions of products and solve the pain points of target users. Deliverables: BRD requirements document. (or similar related documents, such as demand research report, market research report, etc.)

2. Product design and development period

The purpose of demand analysis at this stage is to design a product that can solve users' pain points and meet users' needs. Design a product that can be used by target users. Deeply mine and analyze users, describe requirements and solve problems. Realize how users can meet their needs by using products step by step. Deliverables of this stage: product prototype +PRD operation document.

3. Post-launch-growth period

Post-launch demand analysis aims to verify the results of real products meeting real user needs, collect user needs and optimize products.

4. Mature operation period

The purpose of demand analysis at this stage is to provide a better operation scheme for products and formulate competitive strategies. Let products continue to be better and create more commercial value for enterprises.

5. product decline period

when the product enters the decline period, the demand analysis focuses on studying the market development trend to help the decision-making to adjust the development strategy.

15 Requirements analysis method

Requirements analysis can be divided into three steps: defining the problem–disassembling the requirements–providing solutions.

1. Clarify the problem

Before clarifying the problem, we must first collect the requirements from all parties, and then put forward the real requirements through analysis.

demand acquisition channels

The following channels are commonly used to acquire primary demand:

The collected primary demand is not the real demand, so we should first carry out a cleaning process to filter out some useless, unfounded, untenable and abnormal ones. The specific process will not be introduced.

Clarify the problem (put forward the problem to be solved)

Here, we must pay attention to the criteria for asking questions: the questions should be focused, clear and open. Can't be vague and vague. Users, scenarios, and problems should be considered. It is also necessary to clarify the value brought by this demand. Demand is ultimately exchanged for value.

right question VS wrong question:

define the value of demand:

2. Disassembling problem (demand)

Disassembling demand refers to disassembling a defined problem from multiple dimensions in order to find a more suitable solution. This method is a disassembly method summarized by a course teacher. I think it is very good, very clear and definite, and I quote it directly here. (This method is also a flexible application of the problem-solving method in "Six Thinking Hats" by the teacher, and the book also recommends it to everyone.)

There are five dimensions of disassembling the problem:

On the positive side, it is usually possible to disassemble what can produce more positive emotions for users.

negative level: it can usually be disassembled, and even if nothing is done, it can still produce good results.

transfer level: transfer refers to the transfer method, user transfer, problem transfer, etc. without directly solving the current user's problem alone.

disassembly: to get to the bottom of the current problem, explore more possibilities and find the essence of the problem.

brain hole: this brainstorming relies more on inspiration, experience, etc., and supplements the place that other dimensions can't consider.

Case: Problem: A video APP has a user retention rate of less than 31% the next day, and it needs to improve the retention rate the next day. The disassembly process is as follows:

Note that when disassembling the problem, don't think about whether it can be realized, first disassemble all the problems that come to mind, and then further screen when analyzing the solution.

3. Provide solutions

After the problem is disassembled, list the solutions to all the problems raised. Note here that when you start thinking about the solutions, don't consider the feasibility of implementation, just provide them. After all the solutions are listed, analyze, evaluate and rank the solutions.

16 demand management

demand management refers to how to arrange the demand that has been clearly generated. In our work, we usually meet the demand from all directions, including the product manager himself, but the resources and energy can't meet everything. We need to classify and sort the demand and develop it as cost-effective as possible. Here we introduce several methods to help us classify and sort the requirements.

1. Kano model

KANO model is a useful tool for classifying and prioritizing user requirements invented by Noriaki Kano, a professor at Tokyo Institute of Technology. Based on analyzing the influence of user requirements on user satisfaction, Kano model reflects the nonlinear relationship between product performance and user satisfaction.

Kano model divides requirements into five categories:

Basic requirements

This category of requirements represents the core pain point of users, which is an essential function of products. Without this function, users will be extremely dissatisfied and even not use your products. But if you have this function, users' satisfaction with your product will not increase. Such as Weibo's function of releasing Weibo, the chat function of social APP, and the unlocking function of enjoying bicycle.

Expectation demand

This kind of demand represents users' itch and quality, which is the best function for users. Like our life, we all expect my life to have a certain quality. With this function, user satisfaction will be significantly improved (passable), without this function, user satisfaction will be significantly reduced, but it will be passable (passable). This kind of demand must be explored and analyzed hard and done well. Represents the competitive advantage of the product. Such as voice chat video function of social software.

exciting demand

this kind of demand is in the dark, which users can't even think of. With this function, even if the performance is not perfect or perfect, the user's satisfaction is significantly improved, but even without this function, the user's satisfaction with the product will not be reduced. For example, when WeChat just launched the red envelope function, it was a very typical exciting demand.

Indifferent demand

This function is an innocuous demand for users. Available or not, with or without will not affect the user's satisfaction. For example, we are designing a button, whether it is 21px or 22px, and whether it is the first or second position. No matter what you do, there is no obvious impact on users. Let's try not to spend energy on it, just implement any one.

reverse demand

after this kind of demand provides corresponding functions, users' satisfaction with the products will be reduced. This kind of demand, it is best not to do. For example, some time ago, a hot search for an intelligent technology "tightening spell" to monitor whether students concentrate in class got almost one-sided bad reviews and boycotts from netizens.

implementation method of Kano model:

We can implement the following methods to evaluate what kind of requirements the requirements belong to in Kano model:

Kano model questionnaire survey method can directly design questionnaire survey, and find out what kind of requirements belong to through quantitative questionnaire survey:

According to the format in the above table, do a survey on each function, and fully collect user data and get the results.

2. Four-quadrant method of time management

This method can quickly help us evaluate the time priority of demand development. From the two dimensions of emergency importance, it is more reasonable to help products to arrange the development order in an orderly way and avoid blind sequencing.

3. ICE ranking method

ICE ranking method is also a more rigorous and scientific demand ranking method, which ranks the requirements according to the total score by considering several dimensions.

I(Impact): scope of influence

C(confidence): evaluation of online effect

E(ease): evaluation of development difficulty (workload+technical difficulty)

Application example:

This article was originally published by @ Juanjie. Everyone is a product manager. Without permission, it is forbidden to reprint the

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