Source: Guohai Consulting’s own original methodology system. The article only represents the author’s own opinion. This article was first published on the official account: Guohai Management Consulting. Everyone is welcome to subscribe to the content and use social tools to talk

• Source: Guohai Consulting’s own original methodology system
• The article only represents the author’s opinion
• This article was first published on the public account: Guohai Management Consulting
• Everyone is welcome to subscribe to the content

A social tool for talking and laughing, WeChat is definitely the one who pays for the picture. When talking about WeChat, we have to think of this person. He is the father of WeChat, Zhang Xiaolong .

WeChat has been in everyone’s vision since around 2011. It has been 11 years. Now we look at this product. Both user value and commercial value are super strong. We have hardly seen such a powerful product on the market.

His annual salary is 300 million, which is 10 times that of Ma Huateng .

Today we are going to study how Zhang Xiaolong, this great man, broke through the times and made amazing works, and what kind of product thinking behind him supported him in making such products. Using this as a reference and combining it with your industry, I believe it will be a great shock to you on how to create explosive products!

He once said that soulful products mainly include 5 aspects:

Temperament (values)

Organic connection (structure)

Agile enough (fast)

Rational enough (clear logic, reasonable interaction)

is good for conversation (copywriting).

01

Product Values ​​

Zhang Xiaolong believes that the concept determines the height of your product, allowing technical products to convey humanistic consciousness, and a thousand people have a thousand feelings. WeChat is "a way of life", not a "seed".

is not made for marketing, although it will have a marketing effect.

's works will defeat utilitarian products. The works aspire to be perfect, and your attitude is reflected in every detail of the product, which is unavoidable.

When making any product, pure original intention is very important. If we start to create a product just to gain some personal gain, it will be difficult to create a product with a soul that truly resonates with the public.

We look back at all the great inventions of mankind. There is a great soul behind steam engines , electric current, computers and other great products. Without such motivation and strong motivation, it would be impossible for us to gain insight into people's deepest desires.

2

The organic connection of the product body

only focuses on the main scene, not full functionality, the product structure is done first, and then the functional details. And all this comes from understanding user needs.

(1) How to know the demand

Demand only comes from your understanding of users, not from research, analysis, discussion, or competitors.

You can't really understand others. Product managers are too rational. They think they represent users. Spend an hour every day on Weibo to see how ordinary users use your product, their scenarios and feelings, and where the trend of the times they live in is going. Ignore the opinions of critics and wait for users to say it is too fun.

This does not mean that we should not do research, analysis, discussion, etc., but we should not easily draw conclusions through these means. Because the user is not rational enough, what he expresses may not necessarily be what he really needs in his heart, and he does not even know what he wants. But the above actions help us understand users more deeply, and we use this information to understand users more deeply.

(2) Users’ emotional needs

Great products can meet people’s emotional needs: WeChat is a lifestyle that reflects the supremacy of psychological satisfaction.

The drift bottle satisfies the psychology of talking and curiosity. This is a psychologically driven example. However, if you make a drift bottle for the purpose of making friends, you will not grasp the essence.Products such as

Facebook, pinterest, instagram, path and other products solve the problem of people's "sense of presence". These problems have not been popularized in China because the problems faced by Chinese people are at a lower level than the sense of existence.

We must have a deep understanding of the living conditions of our target customers. To do this, we must have empathy. Empathy is not sympathy or pity, it is putting yourself in the shoes of the target customer and wearing the same clothes to feel the same way.

(3) Tricky needs

does not directly meet user needs. It does not require users to do whatever they want, because user needs are scattered and the solution is a process of induction and abstraction. User feedback only helps you understand their thoughts and improve the experience, but it does not tell you what needs to be done.

Looking at demand from statistical data is even more deceptive. Don’t use strategic analysis to reverse demand. Rational analysis is utilitarian but imperfect. Forget past data and even experience, insights into current and future trends are important. As a product person,

forms intuition through analyzing thousands of problems, empties his own past experience, and looks at the world from a more natural perspective. For example, the solution to complex problems by eliminating technical control may not come from reasoning, but from intuition.

Only by letting go of your emotions can you get to the bottom of the problem, and use data and research to speak.

Your shortcomings may be your strengths. For example, a person with social phobia may know how to build social products.

In addition, we need to have a deep understanding of the user's purchasing type. If the user is a low-consideration purchasing type who subconsciously makes decisions, then we need to find more feelings from the data; if the user is a high-consideration purchasing type who always makes decisions, then We need to form judgments based more on in-depth insights.

03

product agility

products are evolved, not planned. Version functions are not planned in advance. After one version is completed, the requirements for the next version are determined. After brewing various possible features in our heads for a long time, important requirements will emerge on their own at the right time, giving users the right to choose. In addition to core functions, all can be made into uninstallable plug-ins.

In the past, we did iterations, and many companies did it themselves. After planning, I always think that at a certain point in time, the product should be upgraded and iterated on certain functions. This process treats people as tools, and it is believed that using the process will not change people. Many times, people usually use the product, and then as the main person, he changes, and his new needs are determined based on the new self.

Therefore, the demand for iteration and does not come from planning, but from a deep insight into the changes in "people" and usage scenarios in the user process.

04

The rationality of products

Zhang Xiaolong’s rationality:

1. Let the functions exist invisibly. Only novices will list all (new) functions in conspicuous places.

2. In order to maintain consistency in an application, try to use one type of control, one style, and one background.

3. Minimalism can not be surpassed.

4. Do not let users choose. Each additional choice confuses users and makes them feel unstable.

5. programmers who do not listen to rock are not good product managers. Rock music means rebellion. Tradition, humanity, freedom, etc. Rock helps you find your natural state, and this state will be reflected in your products.

6, don’t turn it into a tool. Internet products should allow individuals to have more freedom. Personalized long-tail products are the future trend. Industrialization meets low cost, and personalization embodies unique value

7. You cannot truly understand needs that you are not interested in. Curiosity is the driving force of innovation.

8. Abandon inhumane innovation. Innovation is not based on reasoning. Innovation is to serve people.

9, de-technical thinking, products are built with rationality, but used to express emotions.

conforms to human nature in the use of products, overcomes human nature in product innovation, and ultimately a complete product inspires the goodness of human nature and helps individuals through products. Discover yourself, find yourself, become yourself.

5

The product’s conversation

The words are you and the user talking, reflecting your temperament, not pleasing the user, not promoting yourself, treating the user as a friend. But functions that require text explanation are not a good experience. Don’t assume that users can read text explanations, and don’t assume that users understand background knowledge.

can be done in three seconds. Remove all text descriptions (at least hide them). Clear and easy to understand is better than any modification.

(1) Experience is easier to spread than function

People are all following the trend. Fashion is the driving force. Only interesting rhetoric or activities can attract enough people to participate and spread.

(2) The environment created by the product determines user response

Make users fall in love with you in one minute. Don’t easily attract users to use your product before it is ready.

(3) Laziness is the driving force for innovation, and users do not have the patience to read your instructions.

People don’t like to learn. Don’t give users more than what they can see on the toilet.

Users are a mob. The group IQ is lower than the individual IQ. You don’t need to treat the group the same way as individuals, especially Internet products.

Final summary

Products are the main body of value creation. Without products, enterprises will have no basis for growth and no prerequisite for existence. Break the prison of past thinking, use "new" thinking and "new" behavior to re-create value.

Those who take one second to see through the essence of the world are destined to have an extraordinary life!

Guohai Consulting is a pragmatic practitioner of business management methodology in this era!

Guohai Management Consulting is good at short-term, medium-term and long-term strategic system implementation. It not only has the consulting vision of the world's top 500 companies, but also provides practical guidance for a large number of small and medium-sized enterprises. The Guohai team has served leading enterprises such as China Mobile, China Telecom , Midea, Gree , Uni-President, Master Kong, Mengniu and other leading customers in many categories, and is committed to helping enterprises become champions in segmented fields and spread the word Excellent values. Hello

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