Product Thinking 30 Talking about Product Notes

First, product ability is everyone's basic ability, and becoming a product is a person.

The process of establishing cognitive framework

1, product ability is to cultivate a person: judge information, grasp the main points, integrate limited resources, and package their own value into

A product is delivered to the world and rewarded.

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 human empathy, know yourself, know users, and know every nuance of a product.

Give people a sense of satisfaction, affirmation and dependence.

Lecture 2 User Experience and Marriage Coach

Taking a marriage coach as an example, this paper explains how to observe and judge the professional angle of a product and trains her users how to see it.

Individuals, how to observe a person completely and in a frame before departure, and how to adapt to this person?

Judgment, a relatively complete indicator to measure how much you know about a person.

1. Five levels of people and products

(1) the first layer of perception? (first impression)

(2) The second role frame layer? (occupation)

(3) The third resource structure layer? (Wealth resources, network resources, spiritual resources)

(4) the fourth layer of human ability circle

(5) the fifth layer of human core, defining their sense of existence.

Lecture 3 Empathy Training: How to Understand Happiness and Unhappiness

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.

Lecture 4 Empathy Training: How to Understand Anger and Fear

1. Anger is feeling that one's boundaries have been violated (people's boundaries are the boundaries of one's sense of existence). Anger is actually

? A fear, anxiety is also a fear.

2. Fear is the boundary, the driving force and the pain point.

3. 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.

How to find the access point of a product or how to change your life is actually four words: face your fears.

The fifth lecture is empathy training: products should conform to the subconscious of users.

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 arouses users' awareness of starting, it will make users 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.

? choose

3. Sales: break through other people's defense lines, be aggressive, put pressure on each other appropriately, and grasp the grip of each other's consciousness and subconscious.

? Convince each other.

Sixth, beware of the misleading of "collective personality"

1. Collectives are 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:

? Depersonalization is used to study real users, not a bunch of people who should predict user behavior. It's really stressful.

? Use your products naturally when you relax, or you want to find a place in your life where everyone can relax with each other.

? Partners who want to get along should give up their idealization of people, their expectations of roles, accept real people and recognize them in roles.

? Knowing, communicating and interacting can really get feelings.

Seventh talk about self and self-discipline, which is closer to the product spirit?

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.

Lecture 8 Opportunity Judgment: Strategic Choice of Point, Line and Plane

1. When making a choice, it depends on what line you cut in and what surface the 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.

Lecture 9 Opportunity Judgment: How to Find Trends with Potential Energy

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. Why don't you take the time to jump out of this point and study this?

? Click the big frame-line and polygon.

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

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 your ideal self in your imagination, and it is one of your own imagination.

? Projection)

The first 1 1 talk about two groups of classic user portraits.

1. The first group of user portraits: sheep and grassland (first sheep, head sheep, wolf)

(1) The first sheep is the most crucial 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)

The twelfth lecture should include the scene of the product when designing the product.

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?

The thirteenth lecture is how to provide certainty with system capabilities.

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 to provide and ensure certainty, and efficiency is a core of this system capability.

? Mark.

The first 14 talk about the efficiency revolution of Xiaomi

1. The most critical thinking of the Internet is two points, the first is user experience, and the second is efficiency. Xiaomi did it with a single mobile phone.

? Extreme, single point, high efficiency, laid 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 capabilities,

? You first ask yourself, "Where should I build my system efficiency advantage?" Because there is no efficiency advantage, this department

? Unification is an uncompetitive system.

Lecture 15 System World Outlook: WeChat, Mi Chat and Silence

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. Core work

? Ability is the most important, and the functions attached to the core functions 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. Thinking show

? Reading will bring great psychological pressure to users.

Lecture 16 System iteration: unexpected and thoughtful WeChat red envelope

1. If you want users to do something, you'd better guide them in a comfortable way.

2. Starting from the best kernel, one action at a time and continuous iteration of small choices can realize your output.

? Products and your life.

It is not so important where you are today, but what you will use in the next few years.

? Type continuous iteration.

4. The competition in the plain must be won by the big one, the first one who comes first and the desperate one.

Lecture 17 System Life and Death Line: Cheetah and Its Key Tasks

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.

? Then provide certainty for your users.

Lecture 18 on five levels of user experience

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 (used for websites is a framework, used for the world is a role)

③ Resource structure layer (who are our enemies and who are our friends)

(4) Capability 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, so that a really good person can wake up.

? Be aware of 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. Just China.

? As far as the 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. The three search engines have little difference in perception layer, and the same

? The difference of household experience is actually in the framework layer, the resource layer and the ability circle layer.

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 make something and make it a person.

? In life and work, we can determine the existence dependence.

Lecture 19 How to Draw User Experience Diagram

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) The user's emotional curve.

2. Why draw a user experience diagram?

? In order to avoid the perspective of administrators, many junior product managers design products from the perspective of administrators. What products are on the market?

? Yao, 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 themselves.

? Right or wrong, to build a representative story.

4. Core concept:

(1) Stories are more important than data.

(2) A good product begins with a good story.

Lecture 20: Core Elements of Service Blueprint: Peak Value and Final Value

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 the role box at each user's contact point.

? Frame. 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 product, what you can remember is the experience and final value at the peak, as well as the whole experience.

? Every point in the process is good or not, and the length of time has little 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 service blueprint is to let you allocate your resources and arrange roles at joint points to ensure safety under the condition of limited resources.

? The real service path does not collapse, and try not to press the bottom line of user patience. Concentrate resources to create a peak experience. Finally, at the end

? 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 eating breakfast.

(6) The moment when someone is waiting 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) I thought of Atour for the second time.

(1 1) The moment when a friend introduces you.

(12) Time of booking 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 affected by these two key points: one is the peak of experience, and the other is

? One is the ultimate value of experience.

Session 2 1 talk about addiction mechanism: user incentive system

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.

Name is your cultural asset.

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

Call your product and make it go to the world from scratch.

(2) The cultural potential energy in a name determines whether a name has power or not, which lies in what it can evoke in the other person's heart.

Yes

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.

Lecture 23 Measuring Innovation with "User Value Formula"?

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, which is the barrier for readers later.

? The meaning of the sea.

Lecture 24 "Cross-perspective" Cross-border Innovation

1. "The future has come, but it is unevenly distributed."

2. Innovation is important to face the pain and start thinking.

3. Adjacency possibility: We need a certain ability element, which may have been produced and matured, but he is acquiring another one.

? Domain names are being used. Depending on this existing future, will it bump into your eyes and make your heart start reading? Here it is.

? A moment of inspiration.

Lecture 25 How to Change New Elements into New Species

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.

Lecture 26: Three-stage Rocket: An in-depth explanation of Internet dimensionality reduction attack

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) Fuck

A person who flies a three-stage rocket must have accumulated potential energy 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.

Lecture 27 Subversive Innovation: Success or Failure Value Network

1. A good organizational structure, each of its organizational departments is to connect with a branch of a social value network.

? Designed;

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"?

Lecture 28: Look at the micro, meso and macro perspectives of products.

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.

Lecture 29 Life logic is greater than business logic.

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. "

Lecture 30 Products connect the objective world, the past and the future.

The so-called self-confidence is established through constant creation and feedback.