Product categories, B end C end points more so, subdivision of trading products, merchants, settlement products, financial products, users, payment, order products, marketing, etc., according to the classification module on-demand configuration of company, including the concept of marketing this analogy is larger, depending on the situation through side C and B. I had a headhunter call me about this and ask me if I was running a product or a technology product… Second seconds from the heart to kill him, we do products also have the dignity of doing products, products are products.
I personally had the honor to run a circle in O2O TERMINAL B and C for various reasons. Back-end, tools, marketing, trading, users, algorithms, settlement, after sales…
This article introduces some of my own experience as the introduction, a brief explanation of how to have their own product methodology, just to throw a brick, this thing is finally practice.
Second, what does the product do?
C side:
In this category, the most frequently mentioned is user experience and understanding of user needs, which is also the most intuitive and favorite product for many people. I have met many interns who want to change the APP…
What is user experience, how to do user experience, some conventions become common rules, user research, user face-to-face interviews, data and so on, as an entry-level skills into the industry. In fact, this part does for a long time, everyone will have their own way of thinking, according to the different industry will be different, in an industry the longer you understand your target user group more in-depth, in many cases will be more sensitive to reach the demand.
The most common lesson: Mobile screens are small, so few things can be placed on one screen, and few people will think about a message for more than a few seconds. Therefore, simple information and smooth experience are easier said than done.
A few examples:
1, made of a class of integral virtual currency, which has a integral detail pages, books with green or red, China merchants bank kind of books is green, enter an item of expenditure in the accounts is red, pay treasure to balance treasure is black, you relish topic in the stock market drop is green rose is red, there is no clear rules, so the user sees the page, In fact, the information brought by the obvious visual such as green or red is uncertain. At this time, it is better to make a subtraction, use black, and add “+” and “-” before the amount, so that users do not have a wrong understanding and need to think to correct.
Digression, integrating more careful with this kind of product is still relatively good, many company do there is no improvement, the product is to stimulate the user cycles, such as a set with the honor system, users need ongoing behavior, cost control, mastery of user psychology have the opportunity to a new article in detail, simple reminder this with caution.
2, user purchase process, which is the core of any transaction product, large companies generally from search to browse, to the product page, to transaction preparation (shopping cart favorites), to payment, to after-sales, will be broken down into modules and constantly improve. Draw a payment confirmation page (after the user selects the goods and submits the order, the page ready to pay, may or may not be together with the payment and revenue desk.) It said.
One in, the first important problem to solve: whether to lock inventory
1, lock, conventional purchase are required, this experience is better. It is necessary to set a default release time for inventory, 15 minutes for movie performance and 3 days for Taobao clothing, which may vary from merchant to merchant. Basically, the scarcer the resource, the shorter the time. (Under normal circumstances, the film performance before the opening of the purchase time is longer than the lockup time).
2, do not lock, buy seconds kill, inventory is very few, to pay successful prevail.
If there is such a condition, generally the merchants choose the two options by themselves.
Order information confirmation, focus on the most important information (product, order, amount, status, etc.), and this pile of information, do not take up too much space, because the page content is too much. In particular, it’s best to get out of the register as much as possible.
Preferential part, this is to see how many kinds of preferential, preferential can be superimposed between various relationships, determines the complexity of your module, and to complex only their own complex, users should be simple and easy to understand.
All cannot fold some better, but there will be a marketing strategy on the need to do an operation control part of the superposition function. First determine a limit spindle, from which preferential products to limit their own can and other preferential products superposition, preferential products to choose each other, follow up the specific situation to see whether to do this step, too complex users also do not understand how to use, how can not use again.
Again, try not to default check box, the situation is really too much, what do you choose first, one of them how also say next period of validity, choose period of validity nearly, 40 yuan of goods, the user has a 7 days expired 150 yuan coupons, and a 10 days expired 50 yuan coupons. Don’t you dare pick him the one that’s about to expire. I’ll call you any minute and yell at you. Maybe after you arrange countless conditions, 99% of users think that this product seems to be very smart. The total consideration of cost, benefit, experience and risk is considered as an asset class. Try not to help users choose, but give them simple and understandable hints. Some products will think that the probability of 1% is too low, and there will not be a coupon that reaches 0 yuan normally. It is true, but it is not recommended to ignore boundary conditions too much, because the word of mouth of the product is conveyed from many details.
Whether the product should be mailed, there will be a mailing module, user address mobile phone, mobile phone number to check the length. Or the supplier comes in from time to time to ask for a missing number. Or the merchant background allows them to see the order phone number and so on. This module is not intended for the user to be able to fill, if there is to be able to choose, fill can change, this is this is the page visible. Can’t see the supplier’s mailing range, you choose the range to be consistent, so the city is best to the area, let the user choose. Be careful in your choice. Either there is a hierarchy of provinces and cities, or cities can be quickly located by initials. Otherwise, you can’t find the city through three screens. If he finally pays, you’re either exclusive or he’s a true fan, so cherish it.
Changed the address after placing the order. It’s a good thing they didn’t ship, some of them had to be changed en route. Basic merchant solution, this general supplier settlement need manual check.
Still can have carry from what, carry from the proof, carry from the merchant after how to have taken goods instead, the proof retains upload and so on. For example, group purchase, because it has been very mature, this mode is relatively clear, that is, check the coupon number check status as the basis of settlement.
Invoice.. What this opens is decided by the scope of the company’s business license. Generally, the larger the transaction, the higher the user’s demand for this. This is also divided into goods sent out and not sent out with goods.
About to leave this page, the last issue, pay the revenue desk, as much as possible to do on a page, more step more step loss. However, some are platform limitations, not don’t want to put together. Answering the cashier desk is a technical job, so it does not support 0 yuan bill, security team refund, payment bank discount and so on. I took over the company’s old platform once, added a new product type, front-end adjustment, more mature. There are some new studies. I need one every two months. I can share it with you when I finish.
The C-end is the user experience accumulated from such details. In terms of personal way of thinking, I may be engaged in preferential treatment and trading, so I like simplicity and give users more active choices.
Side B:
A lot of products don’t like the B-side, probably because they don’t understand it, and some have a back end after a front end. There’s a lot of production in the back end of big companies. The B end is more about process and business logic than the C end, and there are many personal styles in it (large companies have relatively unified interaction, and the C end does not have many opportunities to play freely).
For group purchase, the sales call record and sign the bill, cooperation company contract qualification such as bank account entry, verification process, group purchase information to fill in editing, auditing, group-buying front desk, merchants test coupons, sales data into the settlement, inventory use up offline, background show bills, according to the payment days with merchants knot, including advance payment shock, deposit management, sales performance salary management, etc. Any one of these modules can go a long way.
To give you a few examples,
1. In terms of merchant information system, what is merchant, a merchant with a physical place of business or a merchant with a business license? It depends on the business scope you want to operate and the supplier attributes you need. Once this has been established:
Basic information merchant name (in case of change here to leave a heart), ID, type;
Contact person (with general branch) : name, mobile phone, email, role (role can be set and change oh), position;
Qualifications: business license, identification, various licenses, others. Business license, certificate type, name, legal person, registration number, etc.
Also bank account number, invoice title, customer agreement (from time to time, deep cooperation, sign several supplementary agreements. And so on.
Here needs some knowledge and business transaction process experience, may encounter what pit, in front of the parentheses really is a lot of children easy to miss.
2. Settlement system.
This is really tears. Normal cooperation between merchants is good for everyone, but this is the bottom line of merchants, the bottom line can not be touched, so a penny can not be wrong. But basic impossible, there are always a few, so the bitter among them understand. For express delivery, the conflict between the length of the logistics security period and the account period, or the change of location in the middle, offline rejection, many companies can not be so fast feedback to the system. If the price is synchronous, there will be a time difference in the supplier’s price adjustment. The hierarchical relationship of bills makes it more clear to merchants how to see, such as the withdrawal cycle of merchants and the process of refund after withdrawal. This paragraph did not give a very detailed example, because the professional degree is relatively strong. Don’t worry about not doing this. This system is linked with the merchant system, commodity system, financial system, and at the same time to the customer. The problems mentioned before are basically realized by the system through negotiation of rules in accordance with the contract and commercial agreement. However, each industry has its own way of playing. With the expansion of the company’s business line and the access of more suppliers’ goods, this system is more suitable for the design of the platform. Add a picture to describe the general direction of platformization, how to do it, I will write a special article when I have the opportunity, this thing is quite interesting ~
The B-end requires more professional knowledge, so it is easier to cultivate the understanding of the market and business and pursue efficiency and safety.
Marketing:
Many people believe that the Internet has transformed information asymmetry into symmetry. In fact, it is a kind of information explosion, and this kind of explosion, so that users rarely think about the logic and true or false of a message, follow the trend and become popular for a while, in fact, the judgment of the product may not be so true and objective, the content of word-of-mouth dissemination is more stable and long-term health. This information explosion is a double-edged sword. It allows the product to quickly acquire a large number of users without giving the product more time to polish. At this time, the product needs to know what to abandon.
Marketing products are closely related to operation, and merchant settlement products are closely related to merchant operation. Fortunately, they are close to the market. Personal experience, scarce products, the most important resources, need not say more, think you buy train tickets during the Spring Festival. Needless to say that captcha is anti-human, from a marketing perspective, people have tickets.
The vast majority of people do non-scarce products, which is about to fight experience, fight channel, fight ability. In terms of O2O, the reach and influence of offline merchants, to put it simply, how many merchants in the market are willing to sell to you, play with you, and reduce the price together. That determines the resources you have. The user’s ability to reach, at this point, the operation best spent money, know how to spend money is really important, channel efficiency, online subsidy ratio, brand exposure, marketing creativity. Another topic for another discussion.
The meaning of product for communication is to make a good product. As a product, do you want to recommend their own friends to use, do not need to imagine the standard that does not need data to know. So let’s start with that. When there is no afore-mentioned resources, the spontaneous spread caused by the word of mouth of the product is the key. Even with the above resources, the product is just a flash in the pan.
Finally, how do you have your own product methodology?
Methodology is originally a philosophical term, colloquially speaking, to solve the problem of “how to”. Some examples of myself mentioned here are my product ideas. Product ideas come from my understanding of business and demand. When product ideas are accumulated continuously, a way of thinking will be formed. On the road of product, each process is constantly iterating. When iterating, new information is added and integrated, and I constantly improve and optimize my way of thinking, so as to improve my methodology. Practice + reading + thinking is indispensable.
Q&A previously encountered:
1. What is the most important thing for product manager to communicate?
Personally, I really don’t agree with this point. Every profession has its own professional skills. How to do product evaluation and product design well is the most important ability of a product.
2. Do product managers want to innovate?
Innovation is absolutely necessary, better user experience, faster process, less labor consumption, every step needs to be constantly improved. There is no need to talk about Steve Jobs. Take buying as an example, every link can give birth to a large number of new business forms. Users can browse, from search and category navigation to various shopping guide products. But these innovations also come from an understanding of the business and requirements.
I am engaged in O2O trading, and I always feel the need to make more contact with traditional industries, learn more and learn more. After all, people have been doing it offline for decades and hundreds of years, and many logic predecessors in business have summed it up for you many years ago.
For example: Taobao very long ago, the front and back categories are consistent, the front editor to adjust the popular categories according to seasonal hot spots and so on, countless merchants to work overtime in the back to change, think about it all know how angry this thing, taobao separated the front and back categories, the background classification is the background, the front display is the front. In fact, you can go to the supermarket to see that the supermarket decoration is basically stable, the popularity of the entrance will change according to some holiday promotions, but the supermarket background places to put things are fixed, the storage management and display management of goods can be separated logically. Because I have not been in Taobao, this example is simple to mention, interested students can understand.
3. Do products need to know everything?
It depends on what you do. Within the scope of your work, learn the knowledge of relevant partners, such as marketing products to learn the market strategy, user products to understand user operations, which is very helpful to your product design, so that you can have a more systematic and comprehensive understanding of the problems you need to solve.
4. Is the product all-in-one?
Each industry has its differences, and each category has its attributes. But individuals will have several categories, within the categories is easy, between categories, need new knowledge to supplement. User class, business class, financial class, transaction class. This classification is a personal feeling points, not necessarily complete.
5. How to improve product skills quickly?
In actual combat.
On paper will sleep shallow, reading is a fast reading is an effective means of absorbing knowledge, many summarize the experience of his predecessors, tread pit, can let you have to prepare not so hard, but more often, still need to personally go to design, write their own ideas to the picture, what would you do in the way, found that there are a lot of details before thinking is not so clear. Of course more reading can get twice the result with half the effort.
6. Is there a positive correlation between product capability and years of experience?
Positive correlation, but the front coefficient is different from person to person, needless to say, every industry is the same. But a certain number of years of experience accumulation, to step on the pit, to think, to precipitation is really necessary.