MindMap Gallery Essential needs analysis for product managers
It mainly introduces the basics of getting started with product managers: demand analysis. From understanding what requirements are, how to collect requirements, what needs to be paid attention to when collecting, what collection methods are there, how to conduct requirements analysis, which steps to analyze, what type of products need to be output after analysis, etc., these details are introduced step by step. Examples were also given for your reference.
Edited at 2023-11-20 16:00:13This article discusses the Easter eggs and homages in Zootopia 2 that you may have discovered. The main content includes: character and archetype Easter eggs, cinematic universe crossover Easter eggs, animal ecology and behavior references, symbol and metaphor Easter eggs, social satire and brand allusions, and emotional storylines and sequel foreshadowing.
[Zootopia Character Relationship Chart] The idealistic rabbit police officer Judy and the cynical fox conman Nick form a charmingly contrasting duo, rising from street hustlers to become Zootopia police officers!
This is a mind map about Deep Analysis of Character Relationships in Zootopia 2, Main content: 1、 Multi-layer network of relationships: interweaving of main lines, branch lines, and hidden interactions, 2、 Motivation for Character Behavior: Active Promoter and Hidden Intendant, 3、 Key points of interaction: logic of conflict, collaboration, and covert support, 4、 Fun Easter eggs: metaphorical details hidden in interactions.
This article discusses the Easter eggs and homages in Zootopia 2 that you may have discovered. The main content includes: character and archetype Easter eggs, cinematic universe crossover Easter eggs, animal ecology and behavior references, symbol and metaphor Easter eggs, social satire and brand allusions, and emotional storylines and sequel foreshadowing.
[Zootopia Character Relationship Chart] The idealistic rabbit police officer Judy and the cynical fox conman Nick form a charmingly contrasting duo, rising from street hustlers to become Zootopia police officers!
This is a mind map about Deep Analysis of Character Relationships in Zootopia 2, Main content: 1、 Multi-layer network of relationships: interweaving of main lines, branch lines, and hidden interactions, 2、 Motivation for Character Behavior: Active Promoter and Hidden Intendant, 3、 Key points of interaction: logic of conflict, collaboration, and covert support, 4、 Fun Easter eggs: metaphorical details hidden in interactions.
demand analysis
what needs
definition
Its essence is that users' expectations are different from the current situation, so demands are put forward.
In addition, when users make demands, they will put forward questions, suggestions or ideas based on a certain purpose.
original demand
form
ask questions
The demander cannot accurately describe what he wants, but he can describe some of the problems he currently encounters.
Purpose
The demander does not know how to realize the demand, but he knows what he wants to achieve.
Propose a plan
The demander is very good at thinking and has his own ideas. When making demands, he puts forward ready-made solutions.
Case
"Would you like to order afternoon tea?"
"The Double 11 promotion is not as good as expected. Double 12 is coming soon. What should I do?"
"I hope that through training, I can find a job with a higher salary."
The operation staff said, "I hope the Double 12 event will be better than the Double 11 event, and ideally sales will increase by more than 5%."
"What kind of transportation do you need?" "I need a faster horse." (Environment leads to cognition)
Users reported to the product manager through the feedback channel that “the product needs a batch button operation.”
how to collect
source
internal demand
source
Management
business department
product manager
Features
Easy to collect
external demand
source
user
User data
App Reviews
feedback channel
market
Competing products
Features
Difficult to collect
Ways and means
perhaps
Qualitative
Use logical reasoning and other thinking methods to sort out the process and key events to draw corresponding conclusions.
Quantitative
Calculation and analysis based on data including time, quantity, frequency, trend, etc., and formal or screening of overall phenomena through sample data
specific
User interviews
Qualitative
customer feedback
Questionnaire
Quantitative
Competitive product analysis
Brainstorming
Observation
Document Analysis
data analysis
User interviews
Way
direct
Contact customers for user interviews
in person
Call up
indirect
Collaborate with other people who are familiar with the target users or have contact with the target users, such as company colleagues, friends, etc., to obtain information
process
Determine the format of the interview
Clarify the purpose of the interview
Design interview questions
User filtering and invitations
high frequency
active
positive
Have had feedback
Conduct user interviews
Summary and analysis of results
User interview record form
Interview project information
Interview project name
Interview topic and purpose
Interviewer information
Interview time and date
Interview method
Interview location
Gender, age, etc.
Service life
recorder
Record of interview questions
User status
how to do it now
User pain points
What difficulties did you encounter?
solution
How to solve current difficulties
User original needs
Some original words recorded by users
Product demand analysis
Requirements refined after analysis
Example
If you want to make an APP for restaurants to serve dishes at a fixed time when the ingredients are used up, how to conduct user interviews?
status quo
How do you buy food when the restaurant menu is almost finished?
I often go to the nearest vegetable market to buy vegetables, and occasionally I go to the farther vegetable market to buy vegetables.
Pain points
What problems have you encountered when going to the nearby vegetable market to buy vegetables?
Vegetables are sold out, no longer fresh, and prices have increased.
How about going to a distant vegetable market?
There will be the same problem, and there may be traffic jams and delays.
plan
So how do you solve these problems?
Precautions
You cannot ask invalid questions, questions that make others think you are asking questions knowingly.
Cannot guide users (for example: How about optimized functions?)
The question should not be too open-ended (for example: What do you think of our APP?)
The question should not be too detailed. You need to consider whether the customer has used the function or demonstrate it directly.
practise
Questionnaire
definition
By formulating detailed and thorough questionnaires and counting the distribution of results based on the respondents' questionnaires, it is a quantitative research.
Questionnaire structure
Questionnaire title
Introduction part
Introduce the content and purpose of the questionnaire and express gratitude
Respondent information
Easy to filter users
Questionnaire main content
theme
Correspond to the topic and don’t go off topic
question
Try to set closed questions
Be easy to understand
Control the number of questions
object
Send to users who need to be representative
Conclusion
Thanks again, or draw a prize
Competitive product analysis
definition
Products that compete in related fields
according to
Product Positioning
Target users
Product Features
Classification
direct competition
The product positioning is highly consistent with the target users, and the product functions are also very similar.
Indirect competing products
The product positioning is highly consistent with the target users, but the product functions are not the same. Or the product functions are very similar, but the product positioning is not consistent with the target users.
Potential competing products
The target users overlap, the positioning and functions are temporarily inconsistent, or the company is a giant in the industry
Purpose
Better understand the industry
Refer to others to clarify the positioning of your own product’s functions, usability, key technologies, etc.
Improve the differentiation of your own products
Prevent whims and reduce risks
Analytical method
Comparison of five elements of user experience
Realization layer
UI level design
Frame layer
Specific page design
structural layer
Overall product structure design
scope layer
Product function points
strategic layer
Product goals and user needs
method of obtaining
Competitor official website (about us, help center, rule content), product history update version, promotions, latest adjustments, recruitment information, etc.
Industry data reporting platforms such as iResearch, Analysys Qianfan, 199IT, Baidu Index, Qimai Data, Alexa, etc.
Competitors' quarterly/annual financial reports, or collection of information on one's own internal market, operating departments, management, etc.
Industry media platform news 36Kr/IT Orange, etc., communication and interaction platforms (forums, QQ groups), etc.
Simulate users or business parties to consult competitors’ products, customer service consultation, technical Q&A, etc.
Competitive product analysis report
demand pool
definition
Core: Who (requirement source, requirement proposer) refined what aspect (requirement type, product module) and what requirement (requirement description) at what time (submission time)
Auxiliary: who (submitter) records it and how to process it (priority, requirement status, notes)
effect
Demand management
Record the original needs of the demander truthfully
Maintenance required
Timely update the status, priority, etc. of requirements
Requirements backtracking
Able to track and handle problems when tracing requirements back to their source later on
management principles
In and out
All recorded requirements must be processed within a certain period of time (whether request rejection or planning can be counted as timely processing)
Be lenient in and strict out
All received demands are entered into the demand pool
Not all the requirements in the demand pool need to be realized, and the requirements need to be screened and analyzed.
"XXX APP" demand pool form
serial number
Submission time
product module
Description of Requirement
priority
Source of demand
User interviews
Questionnaire
Operations
requester
Requirement type
Revise
New
delete
optimization
demand status
to be confirmed
confirmed
planning
completed
Remark
demand analysis
Example
Ford user: I want a faster horse!
Original need: a faster horse
Why would you want a faster horse?
Want to run faster
Why do you want to be faster?
Want to save time and reach your destination quickly?
Cars and other means of transportation
User feedback: The telephone handset cable is too short and should be extended to 10 meters!
Original requirement: 10 meters of cable
Why do I need a 10m handset cable?
Answer calls from a greater distance
Why you need to answer calls from a greater distance
Conveniently answer calls anytime, anywhere
Products: Cordless phones, mobile phones
definition
Examine user needs from the perspective of the product, clarify the user's expectations for the product or what the user wants to achieve through the product, which is an analysis process that transforms the user's original needs into product needs.
original demand
Expectations, goals, ideas, questions, etc.
product demand
Product related issues
Product solutions
Products, features, services, etc.
the core element
User’s true purpose
product solutions
analyze
opportunity
When collecting requirements
When communicating with the demander, you can directly understand the real purpose behind the demand through in-depth communication with the other party based on the demand.
After collecting requirements
After recording the original demands of the demand side into the demand pool, the demands in the demand pool are subsequently analyzed.
Case
①
Topic: Timeliness requirements of logistics companies
Background: You have just joined a logistics company, which mainly undertakes the transportation business of other companies. Soon you received a request from the business side, "Currently some drivers are unable to arrive at the loading and unloading address on time, and I want to optimize it at the product level."
Understand and analyze at the same time when collecting requirements
目前业务是怎样的
司机是如何分配的
司机为何会出现迟到的情况
迟到对客户造成什么影响
②
Topic: User feedback needs analysis
Background: Your company has designed an APP. One of the entrances is user feedback. Users can use this function to report bugs, usage conditions, etc. in the use of the product. The feedback content can be viewed in the user feedback list in the background.
Collect first and analyze later
需要定期(每月或者每周)去查看并记录到需求池
再固定时间产品经理团队内部讨论头脑风暴来对需求池中的需求进行分析和处理
method
Case
①
Topic: Live broadcast room demand analysis
Background: I joined a company that provides online English training. The company has many foreign teachers and the college is for Chinese students. When the product manager was sorting and analyzing the original requirements in the demand pool every week, he found that a foreign teacher said, "I hope that I can type and answer questions in the live broadcast room on the web version during class, and it is best to provide information during the live class." The function of raising your hand and inviting someone to speak.
step
先跟外教老师确认:主观/用户?
打字、举手、邀请:了解目的
再对用户进行调查
内部讨论:答疑等对课程的影响?好处坏处等
再确定后续方案
②
Topic: Add keyword search to chat list
Background: We are designing a social product similar to WeChat, but the function is not perfect yet. A large number of users have given feedback through relevant channels. "It is suggested that on the chat list page, you can add the ability to search chat records by keywords."
Users use keyword search scenarios and user purposes
General steps
Role
demand-generating role
Scenes
The scenario in which the demand occurs: under what circumstances and what to do
Purpose
What purpose do you hope to achieve for users, and what are the advantages or disadvantages?
step
确定角色和体验需求的场景(先自己了解和预想一下可能的原因)
再仔细询问提出需求角色是由于什么原因而提出这样的需求?
最后,依据最初记录原始需求,把了解到的原因作为最终的分析
目前直播间没有聊天功能,再听课中学院不明白的地方希望有可以即使提出问题,然是也可以方便回答的地方。
上课需要增加互动性,涉及到想点同学来回答问题时候,老师不认识太多中文,无法用直播间昵称点名,所以他自己想到的方法是能让学员举手然后老师同意之后可以邀请进行语音发言。
step
Requirements clarification
The requirements received are not very clear, so it is necessary to clarify the background of the requirements.
who
Who is using the product and making such demands?
what
Under what circumstances did the user have the idea of demand, or what kind of problems encountered during the use of the product
how
How do current users of the product solve current problems?
Needs screening
For various reasons, when clarifying requirements, users are unable to express usage scenarios or do not want to tell their true thoughts, which leads to the need for further screening of requirements.
universal
Whether the requirement is a special case for some users
Pain points
Does the solution provided in the requirement solve the fundamental problem?
high frequency
Will demand appear frequently?
Prioritize needs
Four-quadrant rule: time, functional impact
Urgent and important
do it now
Important or not urgent
plan to do
Not important, not urgent
do less
Urgent not important
authorized to do
Sort by requirement type
core needs
Requirements directly related to product positioning
branch requirements
Requirements indirectly related to product positioning
Ancillary needs
The need to make products more perfect
Confirm demand plan
definition
Based on the purpose and process extracted from the previous demand analysis, we can design product solutions that meet the needs in a targeted manner, including but not limited to product business processes, product functions, information carried on the page, and even user usage scenarios.
Write out key processes based on scenarios and analyze whether each process has product functions and solutions
Evaluation formula
(New product experience – Old product experience) – User usage cost – Product development cost
Influencing factors
Is there any big improvement before the improvement?
Replacement cost, learning cost
Development technical difficulty
Based on needs, envision program ideas
not enough
Add directly
Evaluate whether it introduces other problems
New problems can be solved easily
New problems and new solutions are introduced incidentally
Difficulty solving new problems
Abandon this plan
not good
cut off
Evaluate whether it introduces other problems
New problems can be solved easily
New problems and new solutions are introduced incidentally
Difficulty solving new problems
Abandon this plan
Requirements analysis results
Requirements Analysis Record Form (can also be added after the demand pool)
serial number
Demand background
Requirement purpose
Solution overview
set a strategy
Feature list
Confirmor
demand side
Product Department Manager
Feature list
definition
Based on the product plan that has been determined, the specific product functions are disassembled. Generally includes information such as functional modules, sub-modules, function points, priorities and function descriptions.
constitute
serial number
module
front page
submodule
Search module
Banner module
Function
scan it
search bar
Message function
Function description
Click to enter and scan the page
Click the button to jump to the search interface
Click to open the message list, including recommendations, member information notifications, service notifications, etc.
Provide Banner carousel images for displaying advertisements, etc.
priority
How to describe functionality
What was done, what effect was achieved
What functions are provided and what are they used for?