The article focuses on each stage of the product from 0-1, and summarizes the methodology in combination with the author's own practice, hoping to bring some help to everyone. The following will list and explain the methodology of the product from each stage from 0-1, and give a

article focuses on each stage of the product from 0-1, and summarizes the methodology in it in combination with the author's own practice, hoping to bring some help to everyone. What is the "five-element method" for product analysis of

? What is the "Z-character collection method" that needs to be collected? How to use the "KANO model" to classify and prioritize requirements? How to determine MVP? How does the “Hooked model” make users addicted to products?

If you have one or more of the above questions, I guess your product experience is less than 2 years or there is no systematic refining product system, then please continue reading. The following will list and explain its methodology around each stage of the product from 0-1, and give a specific explanation. It is a summary of your product learning and practice for more than a year. I hope all the big guys will correct the shortcomings.

product stage from 0 to 1

A product can basically be divided into 3 major stages from nothing to something and then to users' hands.

Stage 1 : Be sure to think clearly about what the product does. For B-end users or C-end users, tool-type or content-type, transaction-type or platform-type. Who are the main users, what pain points should be solved, what scenarios do these pain points occur, what solutions are feasible, and how competitive they are compared with existing solutions.

Eg: There was a poetry project before, a photo-taking and poetry tool. The main users are people with poetry sentiments to help them filter out the appropriate poems in some specific scenes they want to share and express, and create meaningful pictures.

Compared with the "butter camera" of picture social networking, it retains the functions of image word processing, element addition, etc., and provides richer poetry data content. Compared with the "Western Window Candle" included in poetry, we provide a more detailed label dimension and filtering mechanism, perfectly combining poetry with pictures.

Stage : Make the product with the most efficient method and the most comfortable collaboration. This period includes prototype review, project launch, agile development of , etc. The solution must be unanimously recognized by the entire project team, and the small version is iteratively updated, so-called "the world's martial arts are only fast and not broken."

The third stage : launch the product. This is useless. After the product reaches a certain level, it is all for profit. Only after it is launched can it obtain traffic, and there is a chance to convert traffic into valuable users, and to obtain revenue from users to achieve profits.

Below is a file for a recent social game project I have basically executed in accordance with the standard process and is for reference only. Of course, not every product must go through every stage. Different companies and different products are also different. The best one is suitable for you.

Each stage and methodology involved

1, concept extraction and filtering

product concept includes core users, rigid needs, typical scenarios and competitive advantages.

Product concept source:

1, your own or others' needs

As more and more post-85s begin to consider the issue of children going to kindergarten, how to filter out the most suitable school.

Educational school selection platform product - Youqiantu APP

2, inspiration from existing products

such as current social game applications. (Entering with H5 mini games)

table-seat game, Kuaishou mini games, Happy Dou

to experience competitors and analyze methods can be used for the "Five Element Method" and "5W1H Method"

1.1 Five Element Method_Competition Product Experience and Analysis

product experience five elements include: presentation layer, framework layer, structure layer, scope layer, and strategic layer. It can be used to analyze products in the forward direction, and in the reverse direction, it can be used to create products.

Take the "Jigsaw Sauce" experience analysis as an example. When you get the application, the main color is mainly light gray, orange and pink, giving people a lively, romantic, female, and healthy "oxygen texture". The overall tone is small and fresh and literary. When you experience its page operation, you can know its main business process: select mode → select pictures → list different layouts according to the number of selected pictures → add text to filters and other pictures to edit → save. The main functions are multiple layout selections, add multiple filters and multiple outer frames to make puzzles. Other functions are splicing long pictures, poster models, and theme recommendations.

When she comes back to understand this product, she is an APP tool for beautifying, designing, splicing, making and sharing multiple pictures, helping young people who love life and like to share to record that memory.

1.2 5W1H analysis method_Competitive product experience and analysis

Take "NetEase Yanxuan as an example"

• what_E-commerce products in the retail industry, ODM model (original design manufacturer) includes the supply chain.
• why_ Directly connected to big-name manufacturers through ODM mode, eliminate brand premiums and intermediate links, and improve cost-effectiveness.
• who_Users who focus on quality, value for money, and understand the ODM model.
• where_When you are interested in the brand but cannot accept the brand price.
• when_ Pay attention to the cost-effectiveness of the product, and compare it with multiple parties, including the quality/appearance/description/price of the product before making a purchase decision.
• how_The online cost-effective version of "Muji" has gone from trusting me to trusting me "brand".

When there is a certain product concept, it is necessary to filter it in combination with the actual situation inside and outside to see if it is valuable.

1.3 Product concept screening elements

For example, we proposed the concept of "kindergarten school selection platform application", which can first meet the classification screening and comparison of all kindergarten information in Wuhan. However, when it comes to the source of kindergarten data, kindergarten introduction, teacher-student supporting information, fees, enrollment plans and other information require a lot of relevant contact resources from the kindergarten, and finally this concept is also passed.

External screening can consider policy support, market space, etc., and use PEST analysis method, Porter's five forces model, SWOT analysis method

1.4 PEST analysis method_Macroen environmental analysis

For the overall environment, for example, Ant Forest is a carrier of the gradually open "carbon sink trading", and the "river chief system" will also bring more business directions to water conservancy informatization.

1.5 Porter Five Forces Model_Industry Environment Analysis

Taking "social games" as an example

1. The ability of existing competitors in the same industry, that is, the existing market maturity and fierce competition - strong. The existing "table games" and "Kuaishou mini games" all use H5 mini games to enter strangers' social interaction. It is a bit difficult to build the domestic market, so you can consider the overseas market.
2. potential competitors have the ability to enter - strong. The WeChat mini-game will dominate the screen as soon as it "jumps" out, so the mini-game will likely further optimize its ability in the dialogue list in the future, that is, you can directly play interactive games on the dialogue interface. The substitute ability of
3. alternatives - weak. Video social networking with more gameplay will not be replaced for the time being.
4. supplier’s bargaining power – medium. Upstream game content providers are not very concentrated, but they may also cross over to the social application field.
5. buyers’ bargaining power - weak. There is not only one downstream customer, and there is no problem of big customers bullying the store.

About the above, this "social game" is highly competitive in the domestic market. You can consider making an overseas market and quickly release the version and verify iteration.

1.6 SWOT Analysis_Understand Competitive Products, Formulate Product Strategies

Take "Wuhan Shrimp Eating Map" as an example (a tool that specializes in providing shrimp information services, using shrimp grabbing interactive game to combine offline activities and online services)

• S: As a local service in Hubei, the "three rural" media and industrial group, it has a refined aquatic information-related resources and operation foundation. The data of the shrimp eating map itself is easy to collect, and the upstream and downstream supporting services also support function expansion, and it is easy to carry out promotion and operation with the help of existing new media resources.
• W: The casual interactive mini-game plays a single way, and the user retention is worrying.
• O: As an internet celebrity in the food industry and is also the new favorite of the e-commerce industry, eating shrimp has become a way of life choice for more and more people. It uses exquisite shrimp eating maps to enter the life information service segment, combines it with shrimp-catching leisure interactive mini-games, and supports it with a complete upstream and downstream service system, which will bring countless possibilities to the product.
• T: Kouyu.com and Meituan already have a stable user base, and in terms of content, it has partially involved the shrimp sector. How to deeply explore the existing market is a big challenge.

SO strategy: Collect rich data and make exquisite shrimp eating maps.

ST strategy: Compared with the rich reputation of category services and Meituan, Eat Shrimp Map will make the shrimp segment market more detailed and refined, and then copy the model to crabs, aquatic products and even others.

WO strategy: Do a good job in user experience of casual interactive mini games (including simple and smooth operation and good visual effects), and more importantly, strive for benefits and more win coupons and other operational activities, and guide users to participate through the game.

WT strategy: explore more content that Meituan and word of mouth ignore, such as the source of upstream suppliers.

2, demand collection and analysis conversion

When you have finished filtering the product concept and feel that it can generate user value and commercial value, you should further collect more related requirements. There are many methods of collection, including "user interviews" to determine the product direction in the early stage of product planning, "questionnaire" to prioritize product function functions in the project, "availability test" to verify the requirements implementation plan during project implementation, and "data analysis" to optimize the basis for iterative optimization after the product is launched. This section first describes user interviews and questionnaires, usability testing and data analysis, and then mentions them later.

2.1 User Interview _Requirements Collection

You must be clear about why you should do this, how to do it, and what can be output after doing it. Therefore, before the interview, you must plan the interview subject, interview time, and interview material preparation. If you are a product planning stage, you can select "potential users" from your friends around you. If you want to understand the reasons behind a certain phenomenon, you can have an in-depth understanding of these typical users. If conditions permit, you can ask a few or more users to chat at the company, which usually lasts for dozens of minutes to several hours, and understand the user's goals and opinions through Q&A.

Take our poetry and lyrics social tool as an example. At that time, the first internal small version was released and the effect was not exquisite enough. Based on our core advantage, we were able to filter out the appropriate poems, so we did not do a variety of functions such as filters, element customization, etc. in mainstream picture applications. At this time, we found a few friends (general/heavy users of the picture tool, which can also be defined as our "potential users") to understand their views.

I have entered the following questions:

1. Which APPs are generally used for taking photos, sometimes adding some interesting stickers, etc., and are there any difficult things to use?——(Understanding competitors, seeing the shortcomings of potential competitors, and optimizing your own products)
2. has used a butter camera or IN, how do you know them and how do you feel? (Understand the attractive points of benchmarking products)
3. If there is an app for taking photos and poetry, what functions does it have will you use? (I hope users will give some constructive suggestions) Now look at this question the stupidest question. We cannot ask users too difficult questions, but should guide them to recall and describe some stories to discover their needs. Therefore, this question can be optimized as follows:

How to choose the template you like with a butter camera? (Understand their behavioral habits, benchmark search and recommendation functions) If

has the theme query function, which style of theme will it tend to be? (Understanding content preferences)

After completing the interview, the results should be sorted out and analyzed, and the requirements will enter the demand pool.

2.2 Questionnaire_Requirement Collection

Questionnaire can be used to reference the priority of early functions of the project, and can also be used for verification during the project process. Without affecting the user experience, it can exist in the form of pop-up windows or small function portals on the WEB side or APP side, and the content is designed for the population according to the purpose. If there is a lot of content, the beginning should be simple, and you need to think about sensitive issues in the middle and put personal information related to the interviewee at the end.

As a small survey in the picture P in Tiantian

2.3 Maslow's principle of demand_demand analysis

At this time, we should have collected countless needs, whether it is first-hand or second-hand needs. In addition to some superficial needs (user's views and behaviors), we also need to deeply analyze the needs, understand the purpose behind the needs and the human nature reflected. Maslow's hierarchy of needs is the most common interpretation of human needs;

explains these five levels based on specific dining needs. First of all, the food itself meets the physiological needs of eliminating hunger. Secondly, relatively healthy materials selection and independent soundproof private rooms meet safety needs. During the meal, drink to cheer up and meet social needs. The quality of the dining environment and the thoughtful dining service meet respect needs. Pictures or video sharing show the sense of ritual and food culture of life to meet self-needs.

2.4 Seven Deadly Sins_Interpretation of Human Nature

Seven Deadly Sins reveal the original instinctual desire of human beings and can be confirmed in daily products.

2.5 Demand conversion and Y model_Demand conversion

① → ② → ③ When you get user needs, you must first think about why, that is, the real goals and motivations behind the demand, and then think about how, that is, what methods and functions to solve user problems, try to further explore the essence of the demand, that is, ④, list all solutions, and finally determine the function combination based on priority and cost-effectiveness. The principle of demand transformation is "listen carefully, but don't do as you follow."

Classic Case

Ford user needs: "I need a faster horse"

Real goal: In order to get to a certain place faster, the final conversion of more reliable solutions: cars, rather than developing new feed or improving training methods to make the horse run faster.

3, Function management and MVP determination

3.1 KANO model_Function classification

• A, basic functions (I am very dissatisfied if I don’t do it, I feel it’s natural if I do it) - Must do it
• B, highlight functions (I don’t do it, I don’t feel it, I’ll praise it if I do it) ——In the early stage of product startup, individual low-cost
• C, expected functions (also known as linear demand, the more users are implemented, the more satisfied the more users are) ——First do the cost-effective
• D, no differentiation function (whether it is done or not, the user feels about the product, no change) ——After low-cost verification, then do
• E, reverse function (the more you do it, the more annoying the user, such as advertising space) ——You need to weigh the interests of all parties before deciding

Tantan As a latecomer of social products, there are not many functions iterations, but the positioning is clear and the operation is simple, which is suitable for simple analysis.

If you are the product manager of Tantan, how to classify the following functions.

1. in the same city positioning and recommendations.Display of user information cards, including images, age, distance, and occupation.
2. filter operation, swipe right and like it, swipe left and have no sense. If you like each other, you will be paired successfully.
3. chat can send text and expressions. Full-screen special effects of expressions and text during
4. chat.
5. Repentance operation when sliding filtering.
6. display of the last active time of the user.
7. user's personal signature, tags, interests and hobbies.
8. anonymous secret love confession. Settings of
9. filter criteria. Auxiliary modules, truth and private words for
10. chat.
11. loves the function very much. If you like someone very much, the other party will receive a push for this message.
12. member recharge guide.
13. GIF emoticon fighting pictures.
14. Moments.
15. total number of likes counted and show off sharing.

According to my personal understanding:

, 2, 3, 6, 9 is the basic function. This is Tantan's core function "Scan the face, and only if you like each other can you chat". As for the last time of user activity, I also list it as the basic function, because Tantan is a synchronous chat mode, roughly displaying "just active" or "active a few minutes ago" can allow users to know whether their "target" is online, master the other party's information, and enhance the stickiness of old users.

, 11, and 15 are highlight functions. These functions are all for improving the user experience, and if they do not have one, they will not affect the current main operation.

, 7, 13, and 14 are expected functions, which can help users understand and interact in multiple dimensions. 8. 10 is an indiscriminate function and is not used much. Anonymous confession is mainly a way to promote text messages, and the Truth Module is also an operational function to improve product activity. 12 For some non-RMB users, it is a reverse function, and for the platform, it is the key to profitability.

How to determine which one a function needs belongs to, you can use the KANO questionnaire to measure the user's reaction when a function exists or does not exist. It consists of two problems: forward and reverse. The attribute with the highest proportion after data statistics is completed is the attribute category of this function, and refer to the classification comparison table. For example, whether the "Tantan" chat system has added "video function".

3.2 Boston Matrix_Function Classification

Rutan Tantan currently faces a company strategic goal to "increase the company's profits." Then the "VIP function" is a star's demand, which not only gives users VIP privileges to improve user experience, but also matches the strategic goals. "Screen opening or other advertising" is Taurus's demand, which is not conducive to user experience but can be profitable. "Video or interactive mini-game" is a problem requirement, which helps deepen the depth of user chat, but requires certain development costs. "Blacking or unmatching" can be understood to some extent as a demand for a dog, which is not conducive to user experience and cannot be profitable.

3.3 MVP_Function priority is determined, version planning

considers the experience of Tantan's core process (profile settings → matching → private message). The functions of MVP can include: login, personal information improvement, user information card display, filtering and matching, and basic chat.

From Tantan's version record, we can see that the V1.X version mainly revolves around matching and private message functions (same city positioning, matching, personal information display, basic chat system), and the V2.X version revolves around user interaction and contact, adding new functions such as Moments, anonymous secret love confession, GIF emoticon fighting pictures, VIP (super likes, regret operations, geographic location switching). After

MVP is confirmed, it will be specific agile development and project management. The next article will continue to explain usability/AB testing, smart principles, Hooked models, as well as the AARRR model and 28 law of data analysis.

This article was originally published by @时小利64 on everyone is a product manager. Reproduction is prohibited without permission.

question picture comes from PEXELS, based on CC0 protocol