Demand processing has always been one of the most important links in product work. We has sorted out the whole process of demand analysis for us from demand acquisition to demand landing, and I recommend you to read it.
When making requirements, do you feel that there is another requirement hidden in many requirements, or that there are many requirements hidden under this requirement. It may not be good to deal with this demand extensively. Therefore, a process of demand amplification is required. In the process of enlarging demand, many unknown areas can be found. In this way, the demand itself can be better grasped.
1. Demand acquisition stage
Demand acquisition is not the main stage of this article. Here will be a brief introduction.
1. Channels
There are many channels to obtain demand. Mainly divided into qualitative and quantitative demand acquisition channels. The best channel is to mingle with users. The users here need to pass the product manager’s own operational capabilities. If it is difficult to operate, the difficulty is that it is people who have to operate. This is the same as managing the employees of the company. The object of operation is people, which is definitely a craft. He needs to apply different methods to different individuals and groups, and it is not possible that a set of methodology can be fully applicable.
2. Establish your own demand pool
Establish your own demand management pool, here is your own demand management. The author will record his own needs and continuously adjust according to different product stages and operational directions. There is also an in-depth analysis of your own needs, and a reasonable arrangement of your own needs priority. In project management, the author basically adopts the same method as demand pool management.
2. Demand initiation stage
Demand initiation is particularly important. This is the process of evaluating a demand.
1. Judgment of needs
Before initiating a demand, you need to evaluate whether the demand can be the demand required by the product at this stage. And whether the demand can immediately improve the product. For front-end products, it means improving conversion. For back-end products, it means improving efficiency. For the bottom layer, it is to improve the overall structure of the product design, whether it can form a good front-end and back-end linkage.
2. Put in the level of needs
The demand level can be simply divided into the user side, the management side, and the underlying system. This starts from the front, back and bottom of the product. There is also a short-term demand and a long-term demand. Short demand refers to the optimization of a certain function. The long-term demand may be a certain module or a major revision. There are also requirements that can be divided into technical realization cycles for classification. It is also possible to classify requirements for operational requirements. Everyone’s demand level management is different. The only thing that is the same is that this demand level must meet your current job responsibilities.
3. Demand combing stage
A lot of problems will be found in the demand combing. Then merge and summarize these issues.
1. Logical combing of requirements
Every requirement has its own requirement logic. First, after this demand enters the product, the logic of the impact of this product must be sorted out. Then zoom in to the relationship between the entire product and the product line at each level. In addition to the product level, it is also necessary to think about the ideas at all levels of market, operation, and sales. This is the process of completely sorting out a product.
2. The planning of the underlying rules and algorithms for the requirements
In combing, it is best to use flexible rules and algorithms for planning and design in the lowest level design. The underlying rule is that every rule can be applied to the structure of the product in the next six months. The algorithm is the result of in-depth thinking about operations, products, and markets. It will not be designed easily. However, the algorithm has a significant effect on the subsequent user conversions of dynamic data capture. Especially after the operation reaches a certain scale, the algorithm will be very useful.
3. The plan for the addition, deletion, modification, and inspection of the requirements in the background
The most basic functions of the background are to add, delete, modify, and query. This is the most basic requirement of the back office, and it is also the foundation of one’s life. In the background planning, the main important thing is to look at efficiency. These functions are the most basic functions to improve efficiency. Especially after entering the system automation, the efficiency of the back-end service staff will increase by one level.
4. For the required functions and the planning of the interactive front desk
The most basic thing about the front desk is the usability of functions, the richness of performance, and the rationality of interaction. Among the most basic needs of these front desks, the design needs to be controlled to a certain extent. The so-called control needs to show a certain unique design style. This design style has certain design standards.
5. Planning for the market, operation and other departments involved in the demand
Especially when there is a large demand, it will involve a lot of cooperation with external departments. When thinking about the external department, we must fully consider the problem from their perspective. But we also have to think about the problem from our own perspective. Then combine the two ideas to find the most suitable demand plan.
4. The demand amplification stage
The core stage of demand amplification theory, this stage is not required for ordinary demand planning. This is an in-depth consideration of the requirements and the discovery of the most fundamental requirements in the requirements. In-depth grasp of the needs of each level.
1. Deconstruct the demand chain
Requirements are generally procedural things. The whole process should be sorted out and connected in series. When considering the entire chain in particular, it is necessary to fully consider the corresponding part of each node to be involved. The process of holistic thinking.
2. Disassemble the logic behind each segmented demand
After the entire chain is structured, this is a process of demand amplification. Then break down the small needs behind it. For example, placing an order is a big demand. Under this big demand, there are many small demands. Such as order integration, order payment options, the relationship between the order and the product, and so on. For example, a service process contains many procedural things. There is a demand behind each node.
3. The different small needs of each user behind the needs
Then, behind each small demand, there is a breakdown of the needs of different users. For example, in the order process, you can choose Alipay, WeChat, and bank cards. This is the satisfaction of the segmentation needs of each user. But which comes first and which comes after depends entirely on the monitoring of user big data behaviors and user selection under demand segmentation. For another example, in the ordering process, the purchased products are different, and when recommending products, there will also be a combination of forms. This is to grasp the difference of each user segment.
4. Categorize all small needs
Next, we will classify all small demand points. Where should this demand be placed, and who is the user group corresponding to this demand point? Let’s take the order as an example. People in the whole process choose to pay directly online, and they will also find someone to pay on their behalf. There is also a payment demand for Jingdong Baitiao. If you have money, you will choose to pay directly. This is a type of demand. If you don’t have the money, you will choose to find someone to pay on your behalf, or Jingdong Baitiao to pay. This is a certain classification of requirements.
5. Plan the split requirements
Finally, sort out the dismantled needs, classify and summarize them. Think about the problem in the overall demand framework. There must be contradictions in this process. The processing principle here is to give priority to the big demand, and discard the secondary demand. The trade-offs here can be tested with MVP products to a certain extent. So the thinking here must be to meet the needs of the details under the big framework. Each subdivision of demand is handled well, and it also plays a vital role in large demand.
6. Fully show every detail requirement in product design
We must fully demonstrate every detail requirement in product design. This is an affirmation of our products, but also an amazement for users after discovery. God-level products are detailed control. For the split of requirements, it is also the control of the details, and finally becomes the control of the details in the true sense.
5. Demand landing stage
The requirements are truly implemented to the execution stage.
1. Mind map list
The mind map sorts out everything, and then sorts out the flow chart. These processes take up a lot of time. Finally, it is summarized into a presentable demand plan.
2. Prototyping
Some low-level and back-end prototypes are completely unnecessary. Even if it is a prototype, please do the subsistence allowance. On the one hand, many requirements will definitely be cut off during the requirements review, or unreasonable. On the other hand, give the designer full play space.
Finally, you can refer to this process to sort out the needs. The stage of demand amplification depends on the specific situation, not every demand needs to be amplified.
