Product managers should have a kind of product thinking. Product thinking is essentially a thinking system, not just a certain kind of thinking. It may be more accurate to understand it as a product thinking system. Here, I would like to share with you a link in the product thinking system-scenario thinking.
What is scenario thinking
If I want to define scenario thinking, I would think that scenario thinking is more of a deduction and simulation thinking ability. On the one hand, we need to output requirements, and on the other hand, we need to simulate the product usage scenarios in our minds.
It can be said that scenario thinking is largely a kind of deduction ability. Excellent scenario thinking can accurately predict the actual effects and user behavior before the product is launched. This requires us to have extremely powerful imagination. ability.
Archimedes has a classic saying - Give me a fulcrum and I can move the earth.
For example, if Archimedes is a product manager, this sentence is his conclusion after building the scenario.
Scenario thinking can also be regarded as computational thinking on large amounts of information.
Like Archimedes, there are still many great people who are constructing scenarios and processing large amounts of information to deduce the future, such as each of our entrepreneurs and product managers.
Can you construct a scenario about the future? It depends on your imagination and your ability to process information.
Scenario thinking is equal to imagination, but imagination is not equal to scenes. The difference lies in the processing, processing and calculation of large amounts of information.
Imagination
We need to construct a scene in our mind, which belongs to the future, so we need to consider the people, time, place and events. That is, who said what at what time, at what place?
Character: the user role that the scene is mainly related to
Time: including the instant of occurrence, and the arrival time The period before the end of the event
Place: more refers to an environmental background, including psychology, emotion, reality, and even virtual space, process links, etc.
Event: the main body of the story , is also the main motive for the scene
How about we try to imagine the Spring Festival travel scene:
The time is the date of the Spring Festival;
The characters need to return families and groups who need to use train services at that time;
The location is the festive environment of the New Year and the emotional environment of family reunions, and of course also includes the background of congestion, queuing, ticket grabbing, etc. caused by the concentration of people Environment;
Events: This scene will include a series of events such as purchasing tickets, queuing, and taking the bus.
A large amount of information processing capabilities
I believe everyone can understand imagination and have this ability. As mentioned above, the scene is equivalent to imagination, but imagination is not Same as scene.
Our scene construction is very instructive, so when the scene is born, we hope that it is correct. In order to ensure that we can predict the correct scene, we need to capture a large amount of information and process this information. .
A good scenario is more than just user-based information capture.
Project background
Whether launching such a function at this time can maximize the value, and whether the time cost is profitable, you must know that a 2C project has 50% of the functions under normal circumstances is redundant.
Team background
In the actual research and development process, we often have many development tasks that are not directly related to the product, such as some framework adjustments, some underlying structure adjustments, and even internal collaboration System development, just like chopping wood, still needs to be balanced against the cost of sharpening the knife.
When demand sources are scarce, what do we need to do in R&D that is not new demand but will be helpful for future plans? Products are not just about iterating on the visualization part. , and a lot of energy is invested in areas that are invisible to users
For example, WeChat’s information arrival rate and traffic savings, as well as the clarity and smoothness of film and television software, these are all invisible Part, then in the context of our team, is it necessary to stop the pace of product iteration to do some extra points and strengthen the productivity of the team itself?
Market Background
The product iteration process is basically a competition. Sometimes we need to maintain the same features as our opponents. We can learn from the excellent modules that the other party has already made. , but we must also consider that the function itself does not necessarily conform to the positioning of our own products, and we must also consider the opponent's next plan.
We need to be very clear about one thing. Whether it is a good demand or a bad demand, there must be a product that has been made. The so-called existence is reasonable, so we must not rashly refer to market products. The existence is indeed It has its theoretical basis, but it may not be correct. At the same time, it is necessary to follow the expression of the product to infer the demand logic behind it.
Many times, there is no problem with our ideas, but it is easy to make things in another form during the execution stage.
Summary
If you have been stuck with the shaping of the scene and your proposals are always not recognized, it is better to jump out of the limitations of the product and consider whether there is a lack of information in other links. Or the analysis is not in place. Strictly speaking, product managers are not an industry that emphasizes execution, but an industry that emphasizes thinking. The product managers in our company not only develop programs by themselves, but are also very agile in thinking. The information they think about is far more than just the performance of the product. Form is more about comprehensive thinking about information alone.