How to write SMS product solutions
Simple write to some ideas for writing SMS product programs, this article contains some considerations for the industry, including some thinking about business development. However, the main content is if a product plan is completed, it is purely personal work habits. How does the SMS product plan write?
Usually, a SMS program has been collected from creative to submit a few processes: creative collection - product core creative establishment - Product Logic Design - Product Process Solution - Product Program - Technology Submission Discussions and modifications, and finally established.
Product creativity
Where is the idea come from? Come in life! An article on the Internet, a dialogue in the chat, or a pirated book on the stall ... It seems that all the way to creative sources, not reasoning, some strange thoughts will come out, that is likely It is a wonderful idea. However, on the current SMS product market, it is usually mentioned when it is mentioned, it will hang a hat, which is a sorrow of an industry, and the sorrow of the product designer itself; this is also a kind of industry shortness Inevitable phenomenon. As a product designer, it is usually a re-created work based on reference-related products based on a certain range (such as a small-selling product, such as a small product or a dreamer). When creativity at the starting point, thinking has been bound by free wings. Let's take these possible restrictions, casually combine the current market, talk about the development of new products (here I don't dare to use "creative" words) development issues.
Overall, the current SMS product line is relatively complicated. In general, some trends are present: For portals and big sp, they will work hard based on their own earnings mobile phone users or other potential loyal users. Mine the user's service value-added project. In this middle, dating products will always be their basic products, but the development ideas of dating products are no longer possible to develop 1 million users, or the income is 100% such positioning. The fundamental development point of SMS business is to stabilize the development of users and potential user bases, and on this basis, constantly provide personalized refinement services, from medium derived service forms or VIP services, and also considering the original, for example, On the basis of the form of thinking of dating theme clubs, do some subdivided dating products, such as constellation, such as "same era". Another initiative will be a further expansion in some product lines to form a brand effect and the landscape, nature and testing product lines within the product will be a selling point. Of course, the small SP will still be tireless in the segment. Of course, a quite part of the small sp will be eliminated, and it will be: there are certain special resources (such as group issuance, such as media, such as industry application resources, etc. ), In some channel marketing, the successful experience is accumulated, and special features are set up in the subdivided product market and develop a number of considerable users.
We will look at the product creative problem from the form of specific product form. At present, the mainstream product form includes: dating (including chat) class, information information (including news, gender information, blessing, etc.), numerology (with star estimation, name test, etc.), betting class (such as full-scale information, forecast, etc. There are currently a small amount of bold SPs, such as a six-color or edge gambling service, game class (including developing, rpg, even known as mobile network games). New product ideas can be considered as follows:
1, integrated packaging. Different service forms are categorized, and they are provided to the user after integration. This will be available in two forms, one is the reproduction of the product (including integrated marketing, product renamed name), and then one is the product upgrade, and the user is attracted to the B product by some "bait" in some products. . From the development of the industry, the development of SMS products can be divided into three processes: product phase - product line stage - product portal; current industry is still in the product line integration phase. 2, refine product. Today, in the pursuit of personalization, the internal development of the product should be more appropriate to make users feel more appropriate, so that users can find what he wants more quickly. As I mentioned in "Several Views of Dating Products", the future SMS platform is more than just a piece of information, but also a helper, it should help you simplify the information flow, filter useless information. In addition, we say that refinement products, such as toilet culture, desk culture, etc., will believe in attention.
3, shape the characteristics. The so-called character seems to be an excessive concept, here I want to talk about the expansion direction on existing product forms. From the entire industry, entertainment and leisure products will become a key direction in the next year, and it will be the key products in the future, and test the game. At present, the market share of test small games is still small, and there are not many SPs involved, it is a good opportunity. And the current market share is the large market share is the constellation class and name test class. Among them, if the market of constellation products does not change the form, it will be difficult to further expand, name measuring products will also have a development space. However, it will gradually be saturated. So where is the next selling point? Can I consider some more traditional Chinese cultural things, such as measure word, dream, face and hands, etc., this product is still very small, it seems that everyone is watching, see who is doing well, I am moving. Including the tallo, there is any compass, and personal suggestions don't have to dig your mind in that way, and the user's understanding is not worth it.
In addition, I personally want to ask a thing: virtual host. At present, this real mature product is still very small, and the type of service is quite scattered. In general, virtual hosts can be divided into endorsements (cartoon characters or stars, etc.) and chat robots. We enlarge a bit of vision, the mobile phone should be in the form of a fifth media, and compare to broadcast and television, mobile phone media should be able to play the actual things in this regard, and ultimately enable image (TV advantage), sound (Broadcast advantage) and text (mobile platform advantages). So you can imagine, this virtual host's market. Of course, in addition to product interaction, we are in comparison QQ, MSN or Netease bubble, then there is no market in the SMS chat robot?
However, I have to especially emphasize an aspect. The core of product creativity is the service. It is the service of the user. Therefore, when doing creativity, it should be the first thing to stand in the user's angle. First, this thing will use this thing will not be used, I am not interested? Which users will use? What is the potential user? From this level, even if you are colorful, the process is very clear and smooth, but the product is not used, everything is empty.
In addition, it is also necessary to emphasize a point, this is a problem that the SP product designer is often encountered. It is what you do. I feel that the defrauding product. If there is such a personal consciousness, then I think this product is also If you don't get it, even if you have achieved a certain effect because of the reasons for operational development, what can you explain? You can only explain that you are a qualified liar. The product I never approved with SP is "liar" product. Although many products are "bad" because of the problem of industry development, but the industry needs to rectify, and for us, you need to do "conscience quality"! Remember this sentence: To convince users, you must first convince yourself! Product logic design with process performance design
When establishing the direction of a product's basic rules, you need to know how to express its performance, and look at your experience, see how this thing is difficult, if you involve you less clear technology, It is necessary to communicate simply with the technical staff. After these works are completed, you need to consider the entire logical architecture of this thing. At this time, in addition to the basic implementation of his basic implementation, you must also focus on two aspects:
1. Whether the product has a high user APPU value. The basic starting point of any new product is naturally earnings, product design naturally needs to consider this thing that is hard to make, don't make a vase that I can't earn money. However, based on this point, another problem occurs, the user APPU value is high, and the user's second conversion will come down, so how to develop business tariffs, business frequency is a good question, just need to consider a clear question. This certainly involves problems such as unbalanced, single information fee restrictions, and the rules according to the specific product are required to grasp the scale according to the rules of the specific product.
A small suggestion: For monthly custom users, increase regular PUSH content, and guide users to enter the core to the core; for the product on the product, use the user to request the system as much as possible to give him different but related The information content, using a plurality of downlinks, in a number of downstream, you can include a "Reply XX to see X";
2. Another place to consider product logic is the entire process of the product; when considering the process, the product designer can first divide the components of the product, such as I have to do a 21 point. SMS game, I need to consider: What should I include a few part? But I finally feel that people should use people to machine, people can go down, how can people go to 21 points? What elements should I include? What other operations should you consider? Wait, these issues become more and more clear as you have tapped to process the process.
After the entire product logic framework is completed, you can start doing a specific process. This step is also the process of your basic idea of the process design framework, and it can also be revised and improved over the previous ideas. Process design should be mainly considered from two aspects: game rules and user operations.
Especially for user operations, I personally stressed that a product designer is doing a specific process, so I must regard the user as a fool, so I said that "the user is a fool, our process is more stupid", in fact , Carefully monitor the success of any port, how high this ratio? We have to know: In fact, a considerable part of the user does not understand the text message, it will not follow your prompt; so our operation requires as much as possible, whether it is operational instruction or the entire operating program . Another point cannot be ignored, that is, the fault tolerance of the user's operation is handled, including the normal menu boot, fault tolerant system response, etc., you must be as simple as possible on the operation introduction. The consideration of the rules of the game is an important part of the association to the user's operation step. A product, you want to choose 4-5 times to give the user to the information he really need, such a product, want to keep the user to compare Difficult.
In addition, when doing specific processes, you have to consider situations such as gateway blocking or information delay. In addition, almost all SPs will sell cross-selling sales between the products to the product process (of course, there is also a considerable part of the intersection of the product to the unified cross-selling platform), then it needs to be considered, this product What is the type of subsequent recommendation? Which one or? Of course, this may need to be clear in the product logic consideration.
All in all, the flow chart is shown, the process is a fool, the operation step is as simple as possible, and the instruction is as simple as possible. In addition, when drawing flowcharts, pay attention to judging and predetermined subflow issues.
Product solution writing
The product plan is actually necessary to put your thoughts you think. Different people may use different versions, personal feelings, too cumbersome or too simple product solutions are not available.
I am used to starting my product solution (for reference only):
1 Introduction
I will mainly talk about my thoughts on this product. Before this document, I will investigate the current market situation of this product, the so-called survey, mainly a process of testing other people's products. I will also refer to some related articles and investigations, of course, sometimes, I will also do some simple surveys; in fact, the real product design should be to be more convenient to complete, but currently The industry does not seem to be so standardized, and performance stress, etc., to force us to do this, but in fact, for some routine services, there is no need to conduct a special detailed investigation. After the market survey, combined with your creative origin, I will have a whole understanding, then describe it in the foreword, of course, if there is a brief analysis of this product time, it is best. This thing is mainly to watch the boss, and it is also convenient for you to make a mobile plan for the mobile.
2, product introduction
It mainly includes a description of the basic description, components and components. Basic introduction, mainly explaining the product port, tariff, basic introduction of the product. If the product is relatively complicated, I usually will not list the components, if the product is more complicated, then a total framework is necessary, then simply introduces the various components.
3, product flow
I usually divide the main process, sub-process (such as registered subscription, logout subformation, etc.), fault tolerant processes. If you use a Visio map, it is best to attach a list of SMS, which can directly copy the documentation after reading the document.
4, other description
If it is made up of content libraries, you need to do some emphasis, which is convenient to refer to the content library, and it is also convenient for others to understand this content. There are also problems such as points, authority restrictions, and it is necessary to emphasize it here. Because it is a SMS product solution, I usually get less subordinate to market estimates, etc., and the market positioning of the product will not be placed in a separate sub-title, involving such Question, including the development of the product, the target population analysis, etc., etc., all in the foreword or other description, briefly.
After the scheme is completed, you need to communicate some specific problems with technology, see problems such as difficulty, implementation time, and then make adjustments, and then "big success", as for the product specific technology production, In the future, you will not say it here.
In addition, when completing the product plan, you may need to prepare such documents: product business policy (Word and PPT version), product customer service document, in addition, it is best to design some product propaganda things, such as advertising Words, product selling point rows, etc.
