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产品设计体会(1000)用户与需求,系列说明

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食色性也,一位同学给出过很扯蛋的解释:食是为了生存,保证个体延续,色是为了繁衍,保证种族延续,这是生物,当然包括人,的本性,即最基本需求。一直很赞同马斯洛的需要层次理论,需求深挖到底,总是那几种最基本的需要。

为什么人会有需要?因为生活中存在太多的问题,而问题就是“理想与现实的差距”,那么用户有“减少甚至消除这个差距”的愿望,就产生了需求。我们之所以决定设计一个产品,肯定是为了解决某些问题。

产品设计是端到端的过程,端即用户,也就是从用户中来到用户中去,最最开始的源头就是“为用户解决问题,满足其需求”,所以我把这个系列又叫做“产品之源”,并且觉得一名产品设计师(产品经理)应该从这里开始。

一说需求采集,主要介绍了用户研究的方法,谈了从用户处采集需求和从数据里采集需求的一些注意点,举了几个应用实例:需求探针用户大会可用性测试。今后还可以添加的内容很多,比如采集渠道,可以包括产品的“广义用户”,经销商、市场团队、客服、测试、老板等等。

注意这里我没有用客户一词(customer)而是用了用户(user),区别在于客户是买产品的人,用户是用产品的人,并不能等同,企业级产品尤甚。而“广义用户”可以理解成所有和产品有关的人。

二说需求分析,将用户需求变成产品需求。用户需求往往是Want(想要),我们要先归纳出Want背后根本的欲望,再分析出合理的Need(需要),并通过产品需求(比如说业务架构图,明显不是用户提出来的而是我们分析出来的)的形式表现出来。这中间,就需要我们筛选需求,分类、评优先级……

另外可以思考一句话:“用户是为想要的东西买单,而不是需要的”,这其实是短期利益和长期利益的权衡,如果是一锤子买卖,卖出以后又不用售后,实用主义,不妨做用户想要的东西。

三说需求管理,任何东西多了都需要管理,介绍了一个很实用的excel列表,可以用来管理一个个需求点,以及如何跟踪和控制变更,强调要关注性价比少做就是多做

整个系列还参考了自己参加的一次需求、一次需求管理培训的内容,删去大多数理论的东西,提取出一些便于小团队实战的内容。

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