0 1 overview
This paper is the method of combing demand analysis and demand management-the job responsibilities of product manager &; One of the core skills of work, the purpose of writing this article is to make an output of my knowledge system, including my own experience summary and the knowledge summary I learned recently, and share it by the way. Knowledge and methods are inconclusive, and any content should be based on thought and actual combat.
When analyzing a problem, we can use a general framework methodology, WWH method: What is it? Why? How come? This will clear your head. Therefore, it leads to the main content of this paper: what is demand? Why do you want to do demand analysis? When will the demand analysis be done? How to do demand analysis?
Note: Time is limited, and the cases in this paper do not represent the cases solved in actual combat, but give examples for quick explanation and application.
02 requirements definition
1. What is demand?
What is needed is the unfulfilled expectations of users in a certain scenario.
Why do we need to clearly define requirements? Demand is easily misunderstood. Here we should distinguish between user needs and product needs.
Before our product is defined, the demand we study is the demand of users, which we usually call a problem (there is no clear solution). When we define a product, we must turn the user's needs into the product's needs and provide specific solutions to the problems, so as to realize the product.
I want to eat, sleep and eat peas. This is not a requirement. This demand is of no value to the product.
Looking at the definition, the user demand is the unsatisfied expectation of the user based on a certain scenario. Here, the basic structure of the demand is extracted: user+scenario+expectation. Emphasis: Requirements do not exist independently, but exist with users and scenarios.
User demand case: Xiaoming (user) has to rush to work after getting up every morning. He doesn't want to have breakfast at home, but he has to work at the company, so he is often hungry and unhealthy (scene). Xiaoming wants to sleep more for breakfast before going to work.
2. What is demand analysis?
Demand analysis is a process of mining and refining user demand and solving user pain points, that is, finding user demand and transforming user demand into product demand (solution).
There are two points here:
Looking for user needs
Solve user problems
Case: It's still a case of Xiaoming eating breakfast. Xiaoming wants to have breakfast before going to work at present. This is the demand of users. Only the user's requirements are found, and there is no solution, which is equal to 0. We must help Xiaoming solve this problem. For example, to provide breakfast take-out, Xiaoming can book breakfast take-out on his mobile phone in advance, and he can have breakfast as soon as he gets up. This is a relatively complete product demand.
Why do you want to do demand analysis?
Products must first meet the needs of users, generate value for users and create commercial value. Meeting users' needs is the source of commercial value.
At which stage is the demand analysis conducted?
Demand analysis runs through the whole product life cycle.
1. Product concept period
What is done at this stage is demand analysis, emphasizing demand research. The purpose is to locate the target user group, do product positioning, market research and confirm product market segmentation. Refine the core functions of products and solve the pain points of target users. Deliverable: BRD requirements document. (or similar related documents, such as demand research report, market research report, etc. )
2. Product design and development cycle
The purpose of demand analysis at this stage is to design a product that can solve users' pain points and meet users' needs. Design a product that can be used by the target users. Deep mining analyzes users, describes requirements and solves problems. Realize how users can meet their own needs by using products step by step. Deliverables at this stage: product prototype +PRD operation document.
3. Post-online growth period
The purpose of post-launch demand analysis is to verify the results of real products meeting real users' needs, collect users' needs and optimize products.
4. Mature operation period
The purpose of demand analysis at this stage is to provide better operation scheme for products and formulate competitive strategy. Let products become better and better, and create more commercial value for enterprises.
5. Product decline period
When products enter recession, demand analysis focuses on the market development trend to help make decisions and adjust development strategies.
05 demand analysis method
Requirements analysis can be divided into three steps: defining problems-decomposing requirements-providing solutions.
1. Clear the problem
Before clarifying the problem, we must first collect the needs of all parties and analyze them before putting forward the real needs.
Demand acquisition channel
The following are the common channels for obtaining major requirements:
The first-hand requirements collected are not real requirements, so a cleaning process should be carried out first to filter out some useless, unfounded, untenable and abnormal ones. The specific process will not be introduced.
Clarify the problem (put forward the problem that needs to be solved)
Here we must pay attention to the standard of asking questions: questions should be focused, clear and open. You can't be vague. Users, scenarios and problems should be considered. It is also necessary to clarify the value brought by this demand. The demand is finally exchanged for value.
Right questions and wrong questions:
Clear the value of demand:
2. Disassembly problem (requirement)
Disassembly requirement refers to disassembling the identified problems from multiple dimensions in order to find a more suitable solution. This method is a disassembly method summarized by a course teacher. I think it's very good and very clear, and I'll quote it directly here. (This method is also the teacher's flexible use of the problem-solving methods in Six Thinking Hats, and the book is also recommended to everyone. )
Five dimensions of disassembly problem:
On the positive side: things that can generate more positive emotions for users can usually be disassembled.
Negative level 1: it can usually be disassembled, and even if nothing is done, it can still produce good results.
Transfer level: transfer refers to transfer mode, user transfer and problem transfer. Without directly solving the problem of the current user alone.
Disassembly: get to the bottom of the current problem, explore more possibilities and find the essence of the problem.
Brain hole: This kind of brainstorming relies more on inspiration and experience. , which supplements the place that other dimensions can't consider.
Case: Question: The user retention rate of a video APP on the second day is less than 30%, which needs to be improved. The disassembly process is as follows:
Note that when disassembling the problem, don't think about whether it can be realized. Disassemble all the problems you think of first, and then further screen them when analyzing the solutions.
Provide a solution
After the problem is disassembled, list all the solutions to the problem. Note here that when considering the solution at first, don't consider the feasibility of implementation, just provide it. After listing all the solutions, analyze, evaluate and rank them.
06 demand management
Demand management refers to how to arrange the demand that has been clearly generated. At work, we usually meet the needs from all directions, including the product manager himself, but resources and energy can't meet everything. We need to sort out the requirements and develop them as cost-effective as possible. Here we introduce several methods to help us classify and sort the requirements.
1. Carnot model
KANO model is a useful tool invented by Noriaki Kano, a professor in tokyo institute of technology, to classify and prioritize users' needs. Based on the analysis of the influence of user demand on user satisfaction, the nonlinear relationship between product performance and user satisfaction is reflected.
Kano model divides requirements into five categories:
primary need
This demand represents the core pain point of users and is the essential function of products. Without this function, users will be extremely dissatisfied and even don't use your product. But if you have this function, users' satisfaction with your products will not increase. Such as Weibo's function of releasing Weibo, the chat function of social APP, and the function of unlocking bicycles.
Expected demand
This demand represents the user's itch, represents the quality, and is the best function for users. Just like our life, we all expect my life to have a certain quality. With this function, user satisfaction will be significantly improved (passable). Without this function, user satisfaction will be significantly reduced, but it will be passable (passable). This kind of demand must be analyzed and analyzed hard. Represents the competitive advantage of the product. Such as the voice chat video function of social software.
Stimulated demand
This demand is in the dark, and users themselves can't think of it. With this function, even if the performance is imperfect or imperfect, the user's satisfaction will be significantly improved, but even without this function, the user's satisfaction with the product will not be reduced. For example, when WeChat just launched the red envelope function, it was a very typical stimulus demand.
Indifferent demand
This function is an anodyne demand for users. Whether it is available or not will not affect the satisfaction of users. For example, we are designing a button, whether it is 20px or 22px, and whether it is the first or second position. No matter what you do, there is no obvious impact on users. Let's try not to spend our energy on this, just realize one casually.
Reverse demand
After such requirements provide corresponding functions, users' satisfaction with products will be reduced. This demand, it is best not to do. For example, some time ago, a hot search for an intelligent technology to monitor students' concentration in class "tightening spell" got almost one-sided bad reviews and boycotts from netizens.
The realization method of Carnot model;
How to evaluate what kind of requirements in Kano model belong to, we can achieve the following methods:
Cano model questionnaire survey method can directly design a questionnaire survey, and through quantitative questionnaire survey, we can get what kind of demand it belongs to:
According to the format of the above table, do a new research on each function, fully collect the user's data and get the results.
2. Four-quadrant method of time management
This method can quickly help us evaluate the time priority of requirements development. From the two dimensions of emergency importance, it is more reasonable to help products arrange the development order in an orderly manner and avoid blind sequencing.
3. Ice classification method
ICE ranking method is also a more rigorous and scientific method of demand ranking. By considering the requirements from several dimensions, the requirements are sorted according to the total score.
I (Impact): Impact scope
C (confidence level): the confidence level of online effect evaluation.
E(ease): Development difficulty evaluation (workload+technical difficulty)
Application example:
This article was originally published by @ Juanjie. Everyone is a product manager. Reprinting is prohibited without permission.
The title map comes from Unsplash and is based on CC0 protocol.