Notes on Liang Ning's Product Thinking 30.

0 1 product ability is everyone's bottom ability.

Case 02: User Experience and Marriage Coach

Empathy Training: How to Understand Happiness and Unhappiness

What you will never get tired of is your talent. You will be happy because of some things, which will continue to give you satisfaction, and you can spend it here all the time.

Use "happiness, contentment and unhappiness" to evaluate anything.

Empathy Training: How to Understand Anger and Fear

Fear can trap a person's hands and feet.

Anger is feeling that your boundaries have been violated. Anger, anxiety and shame are all fears.

Persuade people for five minutes. If you don't convince something for five minutes, you won't convince it again. Why don't you think about what binds her hands and feet, what binds her there, and there is no way to move forward.

How to change your life? -Face the fear.

Empathy training: products should conform to the subconscious of users.

Liang Ning believes that a good product will prevent users from starting the defense mechanism, while a good sale is very aggressive.

User research is to empty yourself and accept other people's worldviews.

Recognize human nature and understand role-based existence.

People only play a role when they are under great pressure. Don't expect him to be a person unless you can put pressure on him well.

Liang Ning communicated with the nail product manager, saying that nailing is against humanity. He replied: We are making products for a collective, and the collective personality is anti-human.

If your product is used by individuals, then you must put aside the rigid imagination of personal representation and do user research as a complete and vivid person.

If you are making products for a specific group, then you should fully study the collective personality, memory and core ideas of this group.

Self or self-discipline, which is closer to the product spirit?

Liang Ning believes that people who are product managers are good at perception and build new ideas on the basis of existing conclusions. People who do other management are better at logical reasoning and summary.

Liang Ning believes that people with self are more suitable for making products, because creativity is an extension of self, while control is an extension of self-discipline.

People who are driven by pleasure are often self-centered; People who are driven by fear are often self-disciplined. Both will cultivate very excellent and successful people.

Everyone who wants to achieve great things needs to find ways to accept the opposite person and make him your close partner.

I am a self-disciplined person, but I like the creative feeling very much. I remember creating all kinds of games and chess when I was a child, which I am very proud of. My personal consciousness is awakening now. I think, is it true that a self-disciplined person will be very powerful when he becomes himself? Or, is it strong to have a self-disciplined and self-centered person? It's possible.

08 Chance Judgment: Strategic Choice of Point, Line and Surface

Ordinary people work hard, haggle over every ounce, care about every point now, and no point will generate too much income.

If you want to become Chinese food, you must at least get a linear cycle of income. For example, if you hold Tencent stock 10 years and do nothing, 65438+ million will become100000.

So how do you become rich? Must rely on the rise of the face and body.

When you choose to make a product, you should not only invest your own time and resources, but also fool more people into investing their own time and resources together, which means that you are responsible for more people.

Thinking:

What's your job now?

Your company or enterprise is a line that needs to be connected in series with many points. What's your opinion on the company's route?

What does this company belong to? Who is authorizing your company?

Which economy is this plane attached to?

09 Chance Judgment: How to Find the Trend with Potential Energy

Start with the "points" that you can do and provide steadily. If it is a point that can only be obtained by jumping with all your strength, it is actually very difficult to last.

It is human nature for soldiers to be afraid of death, but if you are a general, you must find the commanding heights, take everyone to climb a mountain, and push stones down from the mountain to hit the enemy. You will find that each soldier's courage and combat effectiveness have tripled, because geographical advantages give strength to everyone in the team. As a general, you can't complain that soldiers are not brave. You can't get everything by the efforts of employees. What a general should do is to look for external potential energy and empower the whole organization.

10 pain points, itching points and refreshing points are all product opportunities.

The pain point is fear.

Is the pain point an unmet and widely desired need? number

The coolness is instant satisfaction.

That kind of demand is very pleasant, and it feels great to be satisfied immediately.

Itching is to satisfy the virtual self.

The itch satisfies the imaginary self, and various online celebrity products have caught the itch.

1 1 Two groups of classic user portraits

Grass, sheep, head sheep and wolf

1. You must have the first sheep first.

2. This sheep has a good life, happy and satisfied. If the sheep dies in the first place, replace it. If the sheep is not happy enough, try to make him happy.

3. Introducing more sheep means that the products can be promoted.

Daming, Benben and Xiaoxian

1. Daming knows exactly what he wants. Without loyalty, he can go anywhere cheap. For example, in JD.COM, manufacturing standard products can depress the prices of suppliers.

There is a general demand for stupidity, but it is not clear. For example, little red book, girls just want to stroll around.

3. Xiaoxian has no consumer demand, just killing time. Such as friends circle, games. Letting small fresh traffic enter e-commerce has a poor effect.

12 When designing a product, include the product scenario.

Field is time and space. Users can stay and spend in this space, if not, this field does not exist.

Scenery is a situation and an interaction. When users stay in this time and space, there should be scenes and interactions to trigger users' emotions.

13 how to provide certainty for system capabilities

Why is certainty so important? We all have feelings, life is so uncertain, so when you see something certain, people want to stay.

It is the key to continuously provide users with certainty that they can rely on.

14 system efficiency: Xiaomi's efficiency revolution

15 system worldview: WeChat, Michao, Momo

To judge whether a product manager is powerful or not, it is very important to judge how simple, direct and to the point the first version of the product he designed is, and whether it can directly hit people's hearts.

Why do many product managers design the first version so complicated? Because they are not confident. They are not sure that as long as I am better, users will definitely buy it. I hope to find psychological dependence on some additional functional points.

The benefits of iteration are:

Externally, you can quickly get user feedback and let user feedback drive products;

Internally, the rhythm and certainty of the development team are established, and new versions are released every week.

16 system iteration: unexpected and thoughtful WeChat red envelope

Liang Ning reviewed the iteration of WeChat version, and came to the conclusion that there is no need to make big moves, and it is not necessary to do all the functions well before sending them.

The effectiveness of the product's core function points is more important than anything else, and other functions added based on the core functions are not so important. We can do it step by step (the circle of friends just went online, so we can't comment later).

17 system life and death line: cheetah and its key tasks

Tencent ordinary employees: clearly know the common risks; Project manager: have the consciousness of avoiding risks; Director: Have the ability of risk control; Director: able to operate risky execution.

When facing the test of life and death, it is not management ability, but leadership. The core of leadership is to determine key tasks and then mobilize everyone to cross life and death.

18 Five Levels of User Experience

Perception layer: for example, whether the webpage looks good or not, color, sound, smell and so on.

Role framework layer: for example, web pages have different functional elements, and people have different roles because of different occupations.

Scope of competence circle: 1) What do we want to do and what kind of certainty do we provide? 2) What we don't do, and resolutely don't touch these things. The competence circle is changing. If there is a clear strategy, the capability circle will change and expand in the direction of the strategic circle. Without a clear strategy, the change of competence circle is accidental and random.

The strategic existence layer: the core. Two questions must be clarified before starting any product: 1) What do we get from this product? 2) What do our users want from this product and why do they rely on us? Only when we each get what we need can we continue to do it.

The core job of CEO is to define strategy and establish competence circle.

19 how to draw a user experience diagram

User experience diagram is to record the whole process of contact, entry and interaction with products or services by drawing a diagram and telling a story from the perspective of a specific user.

When drawing product design drawings, draw from how users enter, how they go through each step and how they leave at last.

1) Complete portrait of the character: the first sheep.

2) clearly describe the user's goals and overdue: why come to the grassland and what you need.

3) Service contact: What contact will users have with your products from the time they contact your service to the time they achieve their goals?

4) User's access path: What is the relationship between the access path and the service contact? For example, visiting IKEA is the access route, consulting IKEA staff and getting free information before going to the box is the contact point.

5) User's emotional curve: The scene is about emotions, and how the user's emotions change during the whole process.

Liang Ning thinks the stock market is more important than the data. During my years in Tencent, everyone rarely discussed the data every time I made a work report. Instead, they will have a lot of time to talk about feelings, detailed experiences, possibilities of different scenes, and different experiences of different crowd patterns.

Core elements of service blueprint: peak value and final value

The service blueprint is how to configure the resource structure and how to set the role framework at each user contact.

User experience diagram is centered on user emotion, and service blueprint is centered on service process.

The service blueprint needs to be read all the way.

Be clear at a glance: let users know their goals at a glance for the first time.

One way: the product has a clear path. The end point of the service process is that users can't go on.

Three points: endurance bottom line: how many tables does a waiter have? The bottom line for users to wait for a page to open in the PC era is 7 seconds. The peak is when you experience the highest score, whether it is positive or negative, you should remember it. The ultimate value is the feeling at the end.

Experiencing a product can only remember the peak value and the final value. Whether each point is good or not, the length of the whole process has little effect on memory or feeling.

The core of designing service blueprint is to allocate resources and arrange roles at key points under the condition of limited resources, so as to ensure that the overall service path does not collapse and try not to press the patient bottom line of users. Try to concentrate resources, create the peak of experience, and finally make a beautiful little tail to experience the ultimate value.

Twelve nodes of Artur Hotel: booking, entering the first side of the lobby, seeing the room at first sight, contacting you for hotel service for the first time, having breakfast, waiting for someone to stay in the hotel or waiting for a bus, wanting to have a midnight snack at noon or at night, leaving the hotel, leaving the hotel for comments, thinking of Artur for the second time, introducing with friends, and booking for the second time.

Addiction Mechanism of 2 1: User Incentive System

Motivation is to complete the scheduled action, give him satisfaction, and let him know that he can be satisfied by completing the scheduled action.

A certain loss, no matter how big or small, is very uncomfortable-when-the ——APP suddenly stopped sending red envelopes, and a bunch of users left. All modifications, new packaging and redecoration require great care.

Name is your cultural asset.

23 "user value formula" to measure innovation

Jun Yu's user value formula: user value = new experience-old experience-replacement cost.

First Mover advantage is very important.

2)BAT is very easy to beat entrepreneurs.

A product, you can obviously do better, others do it first, and you can optimize the experience by 20%-40% compared with the original product. What should I do? Look at the size. If the other person is much older than you, then give up.

Competition in the same dimension, quantity first.

24 "Cross-perspective" cross-border innovation

The future has come, but it is unevenly distributed.

The adjacent possibility introduced in The Birth of Great Ideas: A certain ability element we need may have been produced and matured, but it is being used in another field. It depends on whether this present future will bump into your glasses and make you feel excited. This is a moment of inspiration.

How to change new elements into new species

New element 1: Find a good location in the physical space. Three elements of Internet commerce: product, traffic and conversion rate. Physical commerce is an element: product, space, flow and conversion rate. The real economy must strive for its own position.

New element 2: turn consumers into consumers. For example, let fans raise money.

New element 3: IP.

New element 3: scene e-commerce. For example, everything that Ado experienced can be purchased.

Three-stage rocket: an in-depth interpretation of Internet dimensionality reduction attacks

Three-stage rocket: head flow. Precipitate the business scenarios of a certain type of users. Complete the business closed loop.

The principle of a three-stage rocket is that the frequency of each stage is lower than that of the previous stage.

27 subversive innovation: success or failure value network

A company may be fine, but its added value network is old.

Once an organization's mental model is fixed, it is really difficult to change, just like our genes are invisible, but it determines the overall thinking mode of the organization.

Look at the micro, meso and macro perspectives of products.

Middle view: routine.

Big companies are a good place to learn routines. A company can provide a kind of training, which shows that the company has a unique routine in this field. For example, Lenovo sells products and Tencent sells products.

So it is valuable for college students to go to big companies after graduation, because routines are valuable. Routine, like martial arts tricks, is an effective experience summarized by predecessors.

But big companies teach you routines, and at the same time make you a role, make you a role within the system, and get used to living within the system.

Microscopic: somatosensory. Really perceive every tiny moment.

Reflect on what kind of design can satisfy users? Are copying users defensive? Why are you stuck here?

Macro: Fight a big battle. It is impossible to end the competition by optimizing the user experience, and the battle depends on the macro ability.

Life logic is greater than business logic.

The use of a product, the relationship between a person and the constant feedback of certainty will make you feel safe and reliable. If you suddenly become uncertain, you will feel very hurt.

This is also the reason why the website should not be revised easily.

Do what you know for sure. Life logic is greater than business logic.

Products connect the objective world, the past and the future.

Intrusion and deletion

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