2, based on the perception of the relationship between people, how to make products:
? (1) eyes find pain points and breakthrough points, and eyes are sharp;
? (2) begin to optimize and change;
? (3) Insight into the empathy of human nature, know yourself, know users, and know every nuance of a product?
? Give people a sense of satisfaction, affirmation and dependence.
Taking a marriage coach as an example, this paper explains how to observe and judge the professional perspective of a product, how to train her users to see a person, how to observe a person in a complete frame before starting, how to judge the fitness of this person, and how much you know about a person completely.
1. Five levels of people and products
(1) first perception layer (first impression)
(2) The second role frame layer (occupation)
(3) the third resource structure layer (wealth resources, contacts resources and spiritual resources)
(4) the fourth layer of human ability circle
(5) the fifth layer of human core, defining their sense of existence.
1. Four basic biological emotions: happiness, unhappiness, anger and fear.
(1) Happiness is being satisfied.
(2) A demand that has been collapsed for a long time is suddenly met, and this feeling is called cool.
(3) Anger refers to feeling that one's boundaries have been violated (people's boundaries are the boundaries of one's existence). Anger is actually a fear, and anxiety is also a fear.
(4) Fear is the boundary, the driving force and the pain point.
2. Either make a product that makes people happy to the extreme, or make a product that can help people resist fear.
The pain point of everyone is his fear, and fear is the pain point.
4. How to find the access point of the product or how to change your life is actually four words: face the fear.
1. Subconsciousness, defense and persuasion
(1) Experience the emotions and subconscious of all kinds of people.
(2) Don't be confused by the words of a person based on role communication.
(3) See people's true choices based on the subconscious.
2. Product Manager: Users are not allowed to start defense at all. If a product makes users start to recognize and think, in a sense, it is pushing users away. Because consciousness is defense. What a product needs to do is to cater to users' subconscious choices.
3. Sales: break through other people's defense lines, be aggressive, put pressure on each other appropriately, grasp the grip of each other's consciousness and subconscious, and convince each other.
1. The collective is a bunch of roles, for the convenience of management. The formation of five key actions:
(1) Determine the target
(2) Establish the boundary of fear
(3) put forward a clear goal
(4) Give dividends, and then let them generate path dependence.
(5) Repeatedly.
2. How should the product manager view this role:
To study real users in a role-based way, instead of a bunch of people who want to predict their behavior, you should use your products naturally without any pressure or relaxation, or you should find a partner who can relax and get along with each other in life. You should give up the idealization of people, abandon the expectation of roles, accept real people, and know, communicate and interact in a role-based way, so as to truly gain feelings.
? 1. Good product thinking is the most scarce professional ability today.
2. People who are product managers are good at thinking with the right brain, while other process managers need to use the left brain more.
3. A person with self is more suitable to be a product manager, because creativity is an extension of self, while control is an extension of self-discipline.
4. Find yourself and accept others.
1. When making a choice, it depends on what kind of line you cut, what kind of face this line is on, and what kind of body the whole face is on.
2. If you play face to face, you will get a bonus.
1. Start from the point that you can provide stably.
2. In fact, it is impossible to get an essential conclusion by repeatedly entangled in one point. It is better to take time to jump out from this point and study the big frame under this point-line and surface.
1. The pain point is fear
The coolest thing is instant satisfaction.
3. Itchy things to satisfy the virtual self (what is the virtual self? It is the ideal self in your imagination, the projection of your self-imagination)
1. The first group of user portraits: sheep and grassland (first sheep, head sheep, wolf)
(1) The first sheep is the key role.
(2) The second key role is the sheep.
(3) Wolf: The merchant is a wolf/Party B is a wolf.
2. The second set of user portraits: Daming (Daming, Benben, Xiaoxian)
(1) Daming? Know your needs very clearly (JD. COM, Baidu)
(2) stupid? There is a general demand, but it is not so clear (women buy skirts) (Little Red Book, Taobao) (3) Xiaoxian? If there is no consumer demand, it is to kill time (Tencent, Tianya, Douban)
1. The scene is a part of the product, and the scene should be able to arouse emotions.
2. When planning products, you should ask yourself seven questions:
What problem does my product solve? (Pain point, refreshing point, itchy point)
(2) Who solved the problem and solved it immediately? (user portrait)
(3) How many people have solved the problem (market size)
(4) How to solve this problem at present? (competitive analysis)
(5) Why can my competition scheme win in the market competition (look at the line and see who empowers you)?
(6) Under what circumstances will users trigger emotions, which needs to be solved?
(7) Which name will users think of when they encounter this problem?
1. To make a product, the first thing to consider is to establish the system capability of the product.
2. The essence of the product is service, not the product itself, so we make various plans according to the needs of customers.
3. After selecting the scheme, determine which links the system needs and consider whether you have the ability to support these links.
4. Making products is to build a set of system capabilities, provide and ensure certainty, and efficiency is a core indicator of this system capability.
1. The most critical thinking of the Internet is two points, the first is user experience, and the second is efficiency. Xiaomi is the ultimate of a single mobile phone. From a single point of view, the efficiency is very high, which laid the foundation for its success.
2. The competition of products is actually the competition of product plus flow. When you decide to make a product and prepare to build your own system capability, you should first ask yourself, "Where should I build my system efficiency advantage?" This system is not competitive because there is no efficiency advantage.
1. Product design should be directed at people's hearts, and users should be attracted by a high-quality "point" of the product.
2. The system capability of the product, or the quality problem, is the basis for improving the user experience.
3. Products need to be iterated continuously. In iteration, order is particularly important, and the previous action is the pre-action of the latter action. The core function is the most important, and the functions attached to the core function are not so important, so you can do it step by step.
4. Product details are particularly important. The WeChat team discussed for a long time whether the message was "displayed as read" and finally decided not to display it. People think that displaying readings will bring great psychological pressure to users.
1. If you want users to do something, you'd better guide them in a comfortable way.
2. Starting from the best kernel, the constant iteration of one action and one small choice will make your product and your life.
It doesn't matter where you are today, what matters is how you will continue to iterate in the next few years.
4. The competition in the plain must be won by the big one, the first one who comes first and the desperate one.
1. The core of leadership is to determine "key tasks" and then mobilize everyone to cross life and death.
2. All products are the result of a certain system capability. What you have to do is not to make a product, but to build a set of system capabilities and then provide certainty for your users.
1. Thick product and thin hair: thick product is system capability. Sparse hair is a superficial presentation and a user experience.
2. Five levels of user experience
(1) perception layer (perception layer is very important)
(2)? Role framework layer (a framework for the website and a role for the world)
③ Resource structure layer (who are our enemies and who are our friends)
(4)? Ability circle:?
? (1) What do we want to do and what kind of certainty do we provide?
? (2) If we don't do it, we will definitely not touch these things.
(5) strategic existence layer:
? What do we want from this product?
② What do our users want from this product and why do they rely on us? ?
3. What is your strategic design for your existence?
You can exist, not because you are good, but because others need you and others can continue to rely on you. Really good people can clearly realize this. Make a product and make it a sexual dependence in some people's life and work.
4. The dispute between Baidu and Google
The meaning of Baidu framework is to let the user get the information he wants in the second action, and never let the user order one more layer. As far as the China market is concerned, Baidu wins in terms of capability circle and resources.
5. Why the 5th? Yahoo lost to Google?
In the case of consistent resources, Yahoo apparently lost in the framework layer. There is little difference among the three search engines in perception layer, but the difference of user experience is actually in frame layer, resource layer and capability circle layer respectively.
6. The five elements of judging people are the same as products.
There is no perfect product and no perfect relationship. To make a product is to let me make a thing, so that it can become a kind of dependence in the life and work of some people.
1. User experience diagram, how to draw a user experience diagram?
(1) user portrait. The first sheep has a complete understanding.
(2) Clarify users' goals and expectations.
(3) Serving users
(4) The user uses the path
(5)? User's emotional curve.
2. Why draw a user experience diagram?
In order to avoid the administrator's perspective, many junior product managers use the administrator's perspective to design products and list which products are available, instead of considering what users want.
3. What is a user story?
Data is the water flowing in the water pipe, which is a normal state and a result. User research is not to summarize a data to prove his right or wrong, but to build a representative story.
4. Core concept:
(1) Stories are more important than data.
(2) A good product begins with a good story.
1. Two core concepts of service blueprint: peak value and final value.
The blueprint of service design is to introduce how to configure the resource structure. And how to set a character frame at each user's contact point. Simply put, the user experience diagram is centered on the user's emotion, and the service blueprint is centered on the service process.
2. What should the service blueprint do?
(1) Glance: Let users see their goals at first sight.
(2) One way: the product has a clear path.
(3)? Three points: peak value, final value and endurance bottom line.
3. Peak Law: After experiencing a thing or a product, what you can remember is the experience and final value at the peak, and the quality of each point and the length of time in the whole experience have no such great influence on memory or feelings.
Why go through the peak and the ultimate value? Because a mediocre user experience can't make you.
4. The core of designing the service blueprint is to let you allocate your resources and arrange roles at the joints under the condition of limited resources, so as to ensure that the real service path does not collapse and try not to press the patient bottom line of users. Concentrate resources to create a peak experience. Finally, at the final value.
5. The blueprint for the service of Atour Twelve Ports
(1) reservation
(2) Walk into the first side of the lobby.
(3)? The first sight of entering the room.
(4) The first moment of providing service consultation to the hotel.
(5)? When I was having breakfast.
(6)? The moment when someone waits for the bus and has a place to live.
(7) At noon and at night, I want to have a snack.
(8) Time to leave
(9) the moment of comment
( 10)? The second time I thought of Ado.
(1 1) The moment when a friend introduces you.
( 12)? The moment I booked again.
Atour's resource allocation and role work are based on these twelve ports. Adopt the strategy of "it is better to be different than better".
6. People's experience of products and services does not live in the whole process at all, but will only be influenced by these two key points: one is the peak of experience, and the other is the ultimate value of experience.
1. What is incentive?
Complete the scheduled action to his satisfaction. Let him know. Complete the planned operation. You can be satisfied. This is the motivation.
2. How to motivate users?
(1) Intrinsic motivation: a way for people to find their feelings, go deeper and do things well.
(2) External motivation: a very powerful tool to change users' behavior in a short time.
3. certainty is dependence, uncertainty is harm, and it is the loss of certainty. No matter how big or small it is, it is very uncomfortable.
1. The name is a spell that summons the world.
(1) When naming names, you should know that you are looking for spells. Through this spell, you and your partner summon your product together and summon it to the world from scratch.
(2) The cultural potential in a name determines whether a name has power or not, and it depends on what kind of emotion it can evoke in the other person's heart.
2. Why do people talk and why do they talk?
Speech is a spell. Can drive others and drive the world. Use money or power as a lever, and the power of the spell will be enhanced.
3. What is word of mouth?
(1) Word of mouth is to overdo things.
(2) Word of mouth is word of mouth, not an eye monument.
1. Internet is incremental competition;
2. User value = (new experience-old experience)-replacement cost
3. Competition in the same dimension:
(1) The first-Mover advantage is high threshold;
(2) The large size is dominant, even in the later stage.
4. The only way out for small enterprises is to innovate, leave the stock market and look for incremental markets.
5. The meaning of the blue ocean:
Speed first, quickly infect users, spread the market, and let the most users experience you. Is this for the future?
The traveler's barrier is also the meaning of the blue ocean.
1. "The future has come, but it is unevenly distributed."
2. Innovation is important to face the pain and start thinking.
3. Adjacency possibility: A certain ability element we need may have been produced and matured, but it is being used in another field. Just see if this present future will bump into your eyes and make your heart start reading. This is a moment of inspiration.
1. Internet commerce is simply abstracted into three elements: product, traffic and conversion rate;
2. Entity business is simply abstracted into four elements: product, space, flow and conversion rate;
3. New products must have new elements, otherwise they are not competitive.
4. New element type:
(1) Based on the existing experience, use the latest technology and other elements to enhance the user experience or change the cost structure.
(2) Change the internal business logic with new elements in other fields generated by the whole socio-economic upgrading and industrial upgrading.
1. The contents of the three-stage rocket:
(1) head flow;
(2) precipitating the business scenarios of some users;
(3) Complete business closed loop.
2. Necessary conditions for a three-stage rocket:
(1) The first stage rocket must be used at high frequency;
(2) After obtaining a large number of users through the first-class rocket, it is necessary to quickly develop business scenarios that can precipitate users; (3) The person who trades the three-stage rocket must be a person whose potential energy has accumulated to a certain extent;
(4) The person who trades the three-stage rocket must be a vicious person;
3. Three-stage rocket is an option after weighing the cost and controllability.
1. A good organizational structure, each of its organizational departments is designed to connect with a branch of a social value network;
2. A failed enterprise organizational structure is set by managers according to their own needs.
3. Three roles of value network:
(1) customers
(2) Opponents
(3) Investment
4. The most important criterion for disruptive innovation is whether a new value network has been opened. Did you get the "New World"?
1. Routine: learn from big companies to do things;
2. Micro-sense: long-term contact, practice the judgment of the master;
3. Macro ability: the ability to lead a big team to fight a big battle.
1. Do things with inner certainty, and life logic is greater than business logic;
2. Business is profit-oriented and life is meaning-oriented;
3. "My own ability can only reach that point. If I want to achieve great success, I need to rely on opportunities, environment and potential energy. "
The so-called self-confidence is established through constant creation and feedback.