When I reviewed "User Experience Elements" a while ago, I sorted out the structure from top to bottom, and divided it into 5 layers from top to bottom, strategy layer, scope layer, structure layer, framework layer, and perception layer, as shown below:
However, in Teacher Liang Ning's "30 Lectures on Product Thinking" , the expression of user experience elements is a bit different from the previous one. She said: user experience is composed of the following levels:
1) Strategic presence layer
This is the answer to these two questions, 1. What do we want from this product? What do our users want from our product? Why should they depend on us? You can exist, not because you are powerful, but because everyone needs you!
2) Capability range layer
This is also the answer to several questions, 1 is what kind of certainty are we going to do and what kind of certainty are we going to provide. 2 is what we do not do, and do not touch these things;
3) Resource structure layer
Who is our enemy and who is our friend; what resources and capabilities do we need to prepare when we reach the goal of making users depend on us;
4) Role framework layer
It is a framework for websites, and a role for the world;
Here I will add my understanding. For the role framework layer, it is actually the arrangement and combination of resources to achieve user goals; such as the design of the experience path, when the user reaches a certain step, what kind of function should this step have? What kind of function does it have?
In the human world, such as a bank, why does a bank exist because people need it to provide financial services; cash withdrawal over the counter is a financial service, so there will be a teller that replicates and provides cash withdrawal services. For this teller, His scope of responsibility is to help users withdraw cash, which is his responsibility.
5) Presentation layer
Color, sound, smell.
2. Value depends on the degree of need
After reading these two statements, I found it very interesting, especially when I heard Mr. Liang Ning said in the article " You can exist, not because you are powerful, but because everyone needs you!"
I pondered for a long time, because a while ago I was thinking, how can a successful product be successful? Isn't it the extent to which users need it? Even, isn't the reason why commercial institutions, organizations, and individuals exist because they are needed by their users?
Many people know that the value of Internet products is calculated according to the following formula:
Product value = number of users * value per user
So why is a single user valuable?
The superficial reason is that he is willing to pay, and the deep reason is that the user is willing to pay because the user needs it; therefore, the value of a single user depends on the degree to which the user needs the product. The stronger the sense of existence, the greater the value, and the sense of existence depends on the value.
So, as product managers, what does our value depend on? Depends on our ability to be organized and marketed.
What does the competitiveness of a business organization depend on? Depends on how many users need it.
What is the reason for a social institution to exist? Depends on how many people need it.
Value = number of users * degree of need
1. The Value of Product Managers
I was working as a product manager in an Internet software company, and I was thinking, what is the most important ability of a product manager?
The answers I got from my own point of view are divided into soft and hard. The hard part is that the document prd is well written, and the soft part is strong communication skills, a thorough understanding of requirements, and strong project management skills; therefore, for a while I I just bought the starting point class and learned it again, but I still got something.
However, after thinking about it for a period of time, it is actually based on the sense of existence and needs. The most important value of being a product manager is: when understanding what your users need, use your professional ability to grasp the objective elements and serve the users. Provide a certainty - so users will need you.
Since the business of my company is mainly toG/B, we have a user who is a risk control department of a central enterprise. As a supervisor, they are mainly concerned about the leakage of bank cards and personal information across the country, so as to know which banks have internal information to check. Not strict.
After knowing this demand, I did two things: First, I learned that the current domestic bank card and personal information leakage is mainly country email list on the dark web; Difficulty and possibility of acquisition.
The next time I see users, I will form a dark web outline report plan for the users. The users accept our plan, and when I provide them with reports many times in the future, they all provide feedback and user needs. It's true; in the end, we provide users with dark web data analysis services in the form of a monthly information report, and customer satisfaction is very high.
Until today, due to the increase of user funds, we are now customizing the development of darknet data analysis systems for them. In hindsight, I wondered why this project was possible because users needed these services.
What is my value in this project as a product manager? It is through my professional ability to deliver a certainty to users, to solve their needs, so they need me. This is the meaning and value of my existence.
Therefore, good product managers have a commonality. They understand users very well, they are professional, they love learning, and they can get things done, providing users with a certainty that users need.
Why do product managers need to learn? From the perspective of users, you have updated skills, you can serve me better, and I will need you more - this is the value of our product managers' existence.