利用分析技术优化产品与业务(终结)
如何使用分析技术改进并提升精益产品的问题?
第一步,确定业务的关键指标,可回顾上一章节所提到内容;
第二步,评估这些指标,为每一项指标建立基准参照值,锁定目前产品或业务所达到的水平;「确保所收集数据的准确性,且符合所要测量内容」
第三步,围绕各项指标的投资回报来评估其上升潜力;
图:三项指标的投资回报率曲线第四步,选择有最大潜力的指标加以改善,即「最重要指标,MTMM」。
图:精益产品分析过程结语
精品开发系列从产品-市场适配金字塔展开论述,定义了产品-市场适配中的各项组成部分及其相互关系。市场是指目标客户以及他们的需求,产品则结合了价值定位、功能设置以及用户体验。在实现产品-市场适配的过程中,需要在五个层次上做出关键的假设。
精益产品开发过程通过六个步骤制定、验证这些假设:
1、期待你的目标客户;
2、识别客户未被满足的潜在需求;
3、明确产品的价值定位;
4、细化最简可行产品的功能设置与组合;
5、创建最简可行产品的原型;
6、与客户一同测试最简可行产品。
这个过程起始于问题空间,并逐步扩展至方案空间。希望这些内容能对理解精益产品开发有所帮助。10条创建成功产品的最佳实践:
要有自己的观点,但要保持开放的心态。Have a point of view but stay open-minded.
清楚阐明你的假设。articulate your hypotheses.
果断精准的优先级排序。prioritize ruthlessly.
保持小而精的功能产品范围。Keep your scope small but focused.
与客户交流。Talk to customers.
在创建产品之前先进行测试。Test before you build.
避免局部极大化。Avoid a local maximum.
尝试更有前途的工具和技术。Try out promising tools and techniques.
确保团队技能水准。Ensure your team has the right skills.
培养团队协作精神。Cultivate your team's collaboration.
FINALLY!《精益产品开发实战手册》对应英文名称《The Lean Product Playbook》彻底结束。最先开始看的是中文版本,但会遇到常见的翻译陷阱,就是为了保持英文版的原汁原味,用汉字生硬的直接译英文的构词。实际读起来会有种模棱两可或者原地多打几个转才能理解的无力感,所以特意找来英文原版一起对照看,嗯..效果还不错!
最后的最后,作为福利分享很经典的Sarah Tavel的用户参与层级模型(The Hierarchy of Engagement),完整原文和ppt可以在作者的领英账号下找到。
节选:
作为创业者,如何打造一家可持续发展、规模$1B+的非金互联网公司?作为投资者,如何挖掘一家有潜力成为规模庞大、经久不衰的公司?From both perspectives, identifying companies with this potential is a combination of “art” and “science” — the art is understanding how products work, and the science is knowing how to measure it. At the earliest stages of a company, it comes down to「归根结底」 understanding how a product is built to maximize and leverage user engagement.
I think of user engagement as the fuel powering products. The best products take that fuel and propel the product (and with it, the company) forward.
The hierarchy has three levels: 1) Growing engaged users, 2) Retaining users, and 3) Self-perpetuating.
As companies move up the hierarchy, their products become better, harder to leave, and ultimately create virtuous loops「良性循环」 that make the product self-perpetuating「自我持续」. Companies that scale the hierarchy are incredibly well positioned to demonstrate growth and retention that investors are looking to see.
I encourage you to use the Hierarchy of Engagement framework when thinking about your own product, and building out your product roadmap.