Under the background of digital upgrading and transformation of enterprises, the demand for digital product managers is getting stronger and stronger! Enterprises need people who not only understand the business of the enterprise but also have a background in Internet product design to design digital landing products for the enterprise.
Digital product managers must phone number list not only have the meticulous logic of B-end product managers, but also need to understand C-end operations, not only understand user journey-based design methods, but also understand user scenarios through research and other methods and design products with a high degree of matching. Program.
Today, I will share a real case of a cooperative customer to share a few small mistakes that digital product managers often make.
This article does not judge the pros and cons of the design scheme, but only to let everyone understand the easy mistakes and pay attention to the key points in the design of digital products.
Several major problems often encountered phone number list in digital product design:
Out of nothing - no foundation
Floating in the sky and can't get down - not landing
Works or sells - no operation
Two eyes smear casually - no data
How to say? Take everyone through it with a practical case.
Some time ago, a customer contacted and said that he wanted to develop a new function based on the original member operation platform: an ordering applet for ordering store dealers.
After a brief understanding of the requirements, I found that there are not many functional items and the logic is not complicated. I arranged for a product manager of the company to follow up this requirement.
After getting his design plan, I found that his plan made a lot of mistakes that novice digital product managers are prone to make, so sorting out the whole process can be regarded as some thinking foundation for the team.
It is also shared with Party A and Party B through this small case, and the basic process of doing digital projects, so that Party A can also understand the details and uncertainties of technical requirements.
The customer's background The information learned from the first communication is as follows:
The company now has 100+ chain stores, 20+ franchise stores, and the way of ordering each time the franchise store is in WeChat; (Although the company uses the U8 invoicing system, not all franchise stores have introduced it, so Some stores still use WeChat to place orders;) The problems encountered are: low efficiency, difficult management, disordered account reconciliation, and troublesome replenishment, etc... New employees do not understand the business after joining, and it is difficult to get started particularly large;
It is hoped that the store can directly place the order through the applet; after the order is placed, the dispatcher can see the order;
The status can be modified when the warehouse is shipped;
Franchisees can check the order status on the mobile terminal.
Students who have done ERP systems should know very well that this process is a very standard ordering process in ERP.
The ordering process actually has relatively standard specifications and processes, at least including functional modules: order form, settlement form, running water, outgoing document, invoicing document, inventory management, store management, invoice management, etc...
However, the customer insisted that the most lightweight function should be used to solve the problem of manual order placement first, and it should be able to improve the efficiency and reduce the pressure of the back-end staff.
1. Create something out of nothing - no foundation
When the product manager showed me the first draft, I found that the feature list he gave me was particularly simple:
Generate order pages and processes;
Order management and shipping operations…
This is the first problem that novices make when making B-end products: creating something out of nothing.
When we design B-side products, we must first have a basic understanding:
All foreground data is imported and managed in the background;
All subjects are recorded and managed in the background.
All data do not appear out of thin air; they are all entered in the background or generated through the interaction of the user side; they cannot be "made out of nothing".
Even many C-end products that we are familiar with and commonly used have their own back-end management platforms; for example, the videos we watch on video websites, and the products we see on shopping platforms.
The stores and meals we see on the takeaway platform have a management background to upload and manage these data to ensure that the user can view it.
Therefore, when designing a B-side product, the first step must be to consider the original data source and data process.
2. Floating in the sky and not coming down - not landing
So after solving this problem, the product manager gave me a second feature list:
Generate order page and process
Order management and shipping operations
Product management Shelf management
Store organization management
When I got the second form, I asked him, "Did you know whether the actual landing process of the product in the store is matched? Who will ship it? Who will manage the product? Can it be received?"
At this time, he hurriedly called the customer to learn about the actual business scenario.