I believe a lot product manager During the interview, you will be asked this question - what kind of product do you think is an excellent product? There are different answers. Some people think it is to create business value, some people think it is unique in a certain industry, and some people think it has changed people's daily life.

Jeff Davidson, a product consultant, published an article on Medium, which summarized in detail the following ten characteristics of a good product: making an unpopular task easier; It has concentrated value; Very durable; Aesthetic attraction; Very intuitive; effective; Touching the heart; Satisfied the exploration system; It is an expression of users; Will help people.

In fact, the core of these characteristics is what we want to talk about today—— User experience Sense. What is user experience? In fact, throughout the relevant articles of the whole network, people's understanding of this concept is basically the same. The main reason is that in product analysis and design, user experience cannot be separated from the following five elements, as shown below.

Strategic layer

With regard to the strategic level of the product, most product people will feel that the strategy of this level is basically confirmed What does the product operator finally think of 。 Not only that, but also What users of the product want 。

Take the example of "Doctor Lilac" who had another big fire recently due to the epidemic (it is said that they operate The department has completed the annual performance indicators in advance), we think about two questions:

What can users get from Doctor Clove? What is the pain point?

What can the company get from Doctor Clove? What is the goal?

From the perspective of users, the main purpose of users using medical question and answer platforms such as "Doctor Clove" is to increase revenue and improve efficiency:

Increase revenue : Doctor users can use fragmented time on the platform to help ordinary users solve common problems, thus increasing the economic benefits of doctors. In addition, doctors build their own Internet personal brand on the platform, which will bring about the profit of online celebrity traffic; Ordinary consultation users can obtain the benefits of medical knowledge at the first time on the platform;

increase of efficiency : For some common diseases in daily life, if the user goes to the hospital to see a doctor according to the normal process, this process must be clear to everyone. Although it is not trivial, once the peak period of seeing a doctor occurs, the time cost of spending outside can be imagined. On the other hand, the online consultation of "Doctor Lilac" has greatly improved the efficiency of seeking medical treatment for common diseases of users.

From the perspective of the company, three factors should be considered at the strategic level:

Business objectives: The business goal is to make money? How to make a profit? Just like we do business, we need to increase the revenue and control the cost. The same is true for products. How to improve product revenue, how to save product costs... all need to be considered clearly at the strategic level!

Brand image: What kind of business card a company hopes to produce in society is often expressed through products. For example, the dithering of the people who record the good life, the short books with full literary style, the clove doctors who build a bridge between doctors and patients, and NetEase products that pursue design quality. In short, in the minds of users, what kind of products will form what kind of labels, which will have a subtle influence on the brand awareness of the company in the subsequent development process.

Strategic planning: The formulation of a company's strategy is by no means completely defined by the formulation of strategic objectives at one time. In other words, the company's product strategy is often based on a series of strategic plans to achieve goals. How to plan iterations of products is often related to the current development status and stage of the company.

Take the "clove doctor" mentioned above as an example. The clove garden started from a free medical forum to attract resources in the field; Then it entered the field of mobile medicine, launched the "clove doctors" for doctors, and then developed the mother and baby module - clove mothers. It is easy to see that the shadow of the company's development plan can often be found from the iteration history of a product

Scope layer

As the name implies, we have found the target direction and user pain points in the strategy formulation. The next step is clearly to delineate the scope of our product functions and content to achieve the goal and solve the pain points. We can generally consider from four aspects:

Industry background

Generally speaking, when we start any product, we need to analyze the industry trend, government support, policies and decrees, and the macro and micro economic environment. Like the common methodology, there is the PEST method. For example, to be a "clove doctor", we need to see what medical policies are available. Are these policies good or bad for our product positioning? Is it restriction or promotion?

user demand

Now that we have identified the user pain points at the strategic level, we need to find ways to solve the pain points for users and clarify their needs. Taking "Doctor Lilac" as an example, we need to design an online medical question and answer platform. Users' needs may be divided into the following points:

Competitive Product Analysis

To clarify what kind of products we need to make and what users' needs are, we need to search for products on the market that also meet these users' needs, namely competitive products. What is the significance of competitive product analysis for products? We can imagine that if there is no similar product on the market for the product we designed, we may have to touch the stones to cross the river. We may not be able to estimate how many pits we need to tread. However, if there is a latecomer, it is normal for the Internet to make analysis and improvement based on our products and kill the former wave on the beach. Of course, according to the competitive product analysis, it is not a copy, but the main significance is“ Avoid the pit and choose the best ”, i.e“ Take the essence and discard the dross ”We can refer to and compare the design significance of the characteristic modules of various competitive products. For example, several mainstream online medical question and answer platforms at present:

Optimize process

When users do not have our product, we need to reflect the process of some scenarios from the perspective of users, or take the online consultation product as an example. The traditional consultation process may be as follows:

However, after we clarify the general requirements, we will have a preliminary idea of the functional process of the product. We need to streamline this idea:

The initial process idea is certainly not comprehensive enough, but compared with the traditional process of users, we can find that the initial process idea can solve some of the pain points of users, such as offline to online, reducing some unnecessary time costs; Then we will improve our product expectations according to the relevant functional scope, such as whether we need to provide users with more screening options? Do you consider the doctor's online time? Is the doctor able/willing to answer? Can I direct prescription drugs online? In this way, our process can be further improved:

Of course, this may just be the business logic we are considering at this stage. More detailed business logic must be conceived and improved bit by bit, such as overtime mechanism, reservation mechanism, etc;

in general, The scope layer is mainly used to establish the function pool and improve the product function combination in detail ；

Structural layer

When the function pool is established, we need to conduct interaction design for these functions. What is the interaction between pages? That is, we should consider where we can go after some operations are completed, focusing on how the system responds to the user's operation request; Clarify the hierarchy and the jump logic between levels. We still take the user consultation of "Doctor Lilac" as an example. The corresponding structure layer of this function is as follows:

Pages can be logically linked through this structure layer, and each page can add functions and information without interfering with each other. This is a step that plays an important role in connecting the preceding and the following for the entire product. It is of great significance both for the verification of previous process functions and for the subsequent product design.

Frame layer

If the structure layer focuses on the jump between functions (corresponding to different pages) and the logic of the internal process of a function, the framework layer is to visualize the function and show it in the form of design drawings and document descriptions, which is common Prototype drawing and PRD document 。 The prototype design is basically divided into the following points:

For all products, each interface is composed of several buttons or other interface controls, and each interface is associated with the page logic we have previously determined. In addition, we use navigation and information design to guide and explain, so that users can more intuitively understand the use of corresponding functions, which is the effect we need.

These designs are basically based on the common habits of users and the rules of primary and secondary content display. For example, the common refresh habits of everyone are drop-down refresh rather than left/right pull refresh. The shopping list page must place each item in the main display area, followed by the filtering function.

For example, in "Doctor Lilac", the hierarchical structure of the function of "my inquiry":

We need to delete the corresponding inquiry. The operation logic is as follows:

From the experience, from the point of view of the complexity of the deletion operation alone, I feel that the "clove doctor" inquiry deletion operation experience is not very convenient, and you need to click several times to enter the inquiry details before deleting. If you simplify the deletion of the frame layer of this function, and design more deletions or long press deletions on the list page, this kind of deletion that everyone has a common habit may be better. However, any function needs to be considered from multiple perspectives. "Doctor Clove" may also have the consideration that it is necessary to know the contents of the inquiry when deleting it.

Presentation layer

The last layer of presentation is more from people Aesthetic perception as well as Taste perception Start to design and interact reasonably through specific perception. Maybe it is the size and color adjustment of a color block, or the visual impact of an interactive dynamic effect, which can give people a bright feeling. However, really good products mainly depend on the establishment of the previous layers. The presentation layer is sometimes just icing on the cake. Of course, there are always a group of users who are defeated by ingenious visual design.

Finally, I think the five elements of user experience are not necessary for product design analysis. In some aspects, the concept of five elements restricts the product analysis too much, but some of the analysis ideas are really comprehensive. We can analyze the product in detail, which is worth learning and digging together.

Author: Pseudo Wenqing TnT