How to systematically evaluate an Internet product?

It is also a process to make the macro product positioning and direction of the product into a micro functional scenario. At the specific implementation level, in fact, the product manager should use design tools to express the user story map (integrated product planning) + functional architecture + interactive prototype and annotation, and let the UI designers and R&D personnel understand, clarify the requirements to the UI designers and R&D personnel, and tell the story. It should be noted here that the market waits for no one, time waits for no one, and you can't throw all the needs to R&D and let R&D be completed in one version.

Requirements are prioritized, and you need to screen out the most important requirements that can solve the core pain points of users to form a simplified version (MVP), so that the company can put the product into the market at the minimum cost and verify whether it is recognized by users, bosses, and investors as expected. In the future, if the product is feasible, continue to develop agile and iterate the product in accordance with the needs of continuous research, operational data, sales feedback, boss import, competitive product analysis, etc., so as to obtain more users.

Positioning is a marketing concept. In short, it is to lock down market segments, paint audience portraits, capture the minds of audiences, and firmly lay a revolutionary base in their brains. The way of playing, we can learn from the positioning strategy of Riestrout's predecessors, "not to implant new and different things, but to manipulate existing cognitions and recombine existing related cognitions."

For example, whenever you visit your elders, "you won't give gifts in the Mid-Autumn Festival this year, but if you give gifts, you will give brain platinum." For the product positioning of tool-type products, 5W2H is also applicable, that is, what kind of product to make, who to use, and what kind of effect to achieve.

Internet thinking, that is, user-first thinking, is driven by user needs and better meets user needs. Industrial thinking is more from the designer, cash is more about technology and function, and Internet thinking is from the user's point of view, no matter how powerful the product technology is, only the pursuit of user convenience and pleasure, (quoted from Hao Zhizhong).

Doing products without doing competitive product analysis and research is equivalent to being a frog at the bottom of the well. In the era of the fading of Internet dividends, valuable ideas have almost been brushed up, products need to be vertical and vertical, subdivided and subdivided, and more homogeneous products compete for user experience and service to obtain customers. So, when you decide what you want to do, go and find a competitor to do your research, determine what advantages you can have compared with the competition, how disadvantaged you are, and whether it is worth continuing to compete with another product in the market.

The analysis product can use the brainmap tool to complete the product process step by step and record it, and the recorded content (if it is an Internet product) includes: navigation design, user guidance process, user experience process, user payment process, and the underlying logic of these designs. You may need to pay attention to information such as operational strategy, activity methods, frequency, etc.

Before making a product, think clearly about what industry you want to do, and what is the target customer group? What are their pain points? User pain points and industry pain points are obtained through market research, discovery life, boss introduction, operation feedback and other different needs.

So what kind of thing you want to make to solve the pain points and meet the needs of actual users is to draw conclusions at this stage. This stage can also be summarized as grasping the product direction and clarifying the product positioning at the macro level.

User data has always been regarded as a sweet spot by Internet companies, which can not only be used to analyze user behavior to bring about the improvement of products and services, but also become more and more enterprises to compete with each other to fight the last hole card, for example, as long as the server is still there, even if the headquarters building is destroyed, it is still the same. On this issue, I prefer to think of user data as a cake that is constantly being fought over by both enterprises and users, and neither wants to be touched by the other, but no one wants to let go.

The gap and advantages between our own products and competing products, find out the points that can be improved, and form short-term plans and long-term plans, and finally implement them into plans, which are divided into product versions and operational requirements, and then guide the actual work. Of course, as you move up the ranks of competitive product analysis, you will also be involved in doing user research, market analysis, and so on.

For a tool-based product that has no mature cases in the industry, brainstorming is a very important teamwork process, especially the core research subjects need to participate in the review of the solution, whether the process design is in line with the actual business model, and whether there is any omission of information in each joint.

Water can carry boats, but also can overturn boats, and there is a certain reason for those who win users to win the world. Therefore, in the process of collecting and analyzing the needs of tool-based products, it is necessary to fully communicate with the end users of the products, truly understand the needs of users, and make every effort to meet the needs of users.

In large-scale outsourcing projects, it is usually the project manager who organizes the review, and the organization review is a basic skill, so inform all stakeholders in advance of the time, place, duration and review theme, and organize everyone together, which varies from situation to situation, and is flexible and controllable, and pays attention to communication skills.

You can use a search engine to analyze data, look for some publicly available data, or you can understand it through other means, pay attention to the periodicity and coherence of the queryable data, as well as the nodes where changes occur, which need to be tracked for a long time.