Four Thinking Methods of Product Innovation

When the product manager reaches the stage of senior product manager, he will start to integrate reasonable product innovation through his own thinking. At the stage of product director, product innovation thinking is deeply rooted. How to judge that the important transformation of a product manager is innovative thinking? When your product starts to innovate reasonably, it means that you are getting closer and closer to the success of your product. Here, I summarize four innovative methods of thinking products for you.

Product innovation thinking 1. Seeking differences and seeking differences is to pursue different thinking from competing products. Differences are divided into five levels: page layer, interaction layer, logic layer, overall experience layer and demand layer.

1, page-level innovation

It is the most elementary innovative thinking, that is, the way to realize innovation through different arrangements. However, the impact on the user experience is almost negligible. After a long time, after the design, users can still firmly lock in the layout. Therefore, good interface design can achieve unexpected results, especially reasonable UI design methods such as blank space and waterfall, which will really give users sensory differences.

2. Innovation at the interactive level

Is dynamic page interaction more innovative than static pages? That's not true. Is the rationality of interaction.

For example, whether the return path of a return button returns to the place that the user wants to see most. Instead of simply going back to the previous page;

For example, is the jump page of an e-commerce website the page you want to see?

For example, if you go to a list page, you will have better user browsing needs than if you jump to a specific product page.

Therefore, not all shortened paths are the best way to deal with them.

3. Seeking differences in logic

The content of different architectures and the logic of commodity classification directly affect user clicks and conversion rates. Logically pursuing innovation is more inclined to speak with data analysis. Make a good page layout through data.

4. Innovation of overall experience

The experience here is mostly the invisible perception of users. Including the overall service of the product. Most intangible innovations can be found by ordinary users, not your active users. Only by pursuing a little extreme differentiated experience can we achieve products.

5. The hardest and simplest innovation.

The most difficult thing to innovate is because the demand points of products are actually those, and it is difficult to create demand. There is a way to create demand. Simplicity means that demand is the most easily perceived innovation by users.

For example, there is no refund function for movie ticket products now. But once you have this functional demand point, users will suddenly gather on this product to create an extremely innovative product experience.

As long as it meets the value of users, we can create innovative products with a little innovation.

Product innovation thinking II. Reverse thinking is short for reverse thinking. It is a process of creating product innovation through reverse thinking through the thinking of existing competing products or existing traditional products. There are three kinds of thinking: reverse thinking in business, reverse thinking in product structure and organization and reverse thinking in product design experience.

1, reverse thinking in business

Through industrial chain reconstruction. For example, the product sales system breaks the traditional distribution system and directly links the value from the source to the users. This is the reconstruction of O2O business form. There is also the recruitment business is based on meeting the needs of enterprises, and enterprises are the boss. The new product model takes the final candidate as the core value, meets the needs of candidates, makes enterprises pay attention to users, and forms a reverse push in business structure.

2. Reverse thinking in product architecture organization.

The product organization structure is divided into foreground and background, while the e-commerce product background system can split orders, commodity warehouses, commodity pricing, payment and logistics tracking services into several parts. This split can be quickly reorganized in business. On the front page, you can present the goods from the user's point of view. Browsing the page of goods is no longer an immersive browsing, but a quick jump-out browsing, allowing users to quickly change their purchase goals.

3. Reverse thinking in product design experience.

Most of them focus on page layout and interaction. Different from seeking differences, reverse thinking pursues anti-design in experience. Design that breaks the habit of traditional users. This design is risky, because once it fails, many users will be lost. However, based on the thinking of users' needs and reasonable reverse design and reverse thinking, good product innovation results can also be obtained.

The core of reverse thinking is deeper thinking based on user needs.

Innovative thinking of products. Faster martial arts in the world can only be done quickly without breaking. Faster user product experience is a rapid innovation. A very good big product is to meet the limit speed of web page opening under 2G network. Faster innovative thinking is mainly divided into user experience and service experience.

User experience means that the product has a faster experience in any scenario. It also includes the experience of fast information flow and payment flow when buying goods. It is also a faster product experience and innovative thinking for users to quickly read and understand content and goods in fragmented scenes and highlight key content.

Faster innovative thinking in business experience lies in logistics service experience and faster logistics information. Including speeding up the refund of payment services. Shortening the business service process is to ensure saving users' time and creating users' value. Faster and faster product innovation needs us to think, and the future world needs faster products.

One second of user experience and innovative thinking can make the product take a bigger step forward in the whole life cycle.

Innovative thinking of products. Breaking the damage is to rebuild the whole product. An innovative way of thinking, which decomposes the needs of product users into every step and then integrates and reorganizes them. There are five kinds of destructive product innovation thinking: product reconstruction, MVP product, low profit, low cost, pictures and videos.

The first product reconstruction is the biggest product destruction, and the overall structure of the product is reconstructed. First, decompose the user demand points of each step. For example, chat products can be divided into sending messages, accepting messages, withdrawing messages, rejecting messages and so on. Reconstruct the whole message, identify the target users as protection objects, and then reorganize each requirement and product architecture.

The second is MVP (minimum feasible product). The advantage of this product is to attack the strongest product category of competitors with the smallest product category that you are not good at, and adopt a small and wide product approach. If the product captures the deeper demand point in the user value, then the MVP product is the most destructive.

The third is the destruction of low-profit products. Break the traditional price system and enter the market directly. The destructive power of products is an innovative way with the fastest effect and easy effect.

Fourth, the low-cost destruction of products has optimized the interest structure of the business value chain, enabling the long-term planned destruction of products. Different from low profit, low cost is a longer-term product innovation strategy.

The fifth is the pictorialization and videoization of products, which get rid of many traditional boring text display methods. In the future, more moving scenes will make it easier to load pictures and videos.

The products we are pursuing are more and more emotional, so this form of more display is a destructive innovation for good product planning.

Destroying innovation is the result of dissatisfaction with the current product market, which shows that the user value has not been well tapped, and the deep-seated needs of users are far more than what they see now. Then some people will ask: how to better enter innovative thinking?

The following five steps can be quickly substituted.

Repeatedly substituting into the user scenario;

Rethink the requirements generated in the scene;

Summarize all the thinking requirements and break down the key points;

Replace four kinds of product innovation thinking;

Finally, reconstruct the product structure organization.

In fact, in addition to the four kinds of innovative thinking of products (seeking difference, reverse thinking, faster and destruction), there is also an innovative thinking called zero return method. This kind of thinking belongs to the advanced stage of innovative thinking. See everyone's understanding and views are different. This way of thinking can create demand.

The zeroing method is more like the thinking of pursuing a selfless product. For example, at this stage, a large number of users flood into the product, and you will collect it through data analysis, but at this moment, the product has a butterfly effect. Starting from understanding and observing the butterfly effect, this paper summarizes the behavior laws produced in nature. At this time, the product is put into a process of forgetting, as if everything is zero. Rethinking product events from butterfly effect. Finally, the results of data analysis are integrated, and then the page is innovated at a higher level.

The zeroing method is a summary of natural laws, commercial laws and various phenomena, which is substituted into the product thinking process. For example, Jobs substituted the simplicity of Buddhism into Apple's design and carried it out all the time. Therefore, the zeroing method needs a process of thinking about life values and world outlook.

Four kinds of innovative thinking, * * * eight words: seeking difference, reverse thinking, faster, destruction. When you want to surpass and innovate products, you can do a good job of product innovation by thinking in eight characters.

The innovative thinking of these four products is enough for us to sum up and sort out our ideas in one night. As for the zeroing method, not only experience is needed, but also everyone's lifestyle is different. But the zeroing method must be a summary of life. If you put this way of thinking into your product, it will circulate your genes. WeChat, for example, has a strong Zhang Xiaolong gene.

I hope that one day everyone can make a product with their own genes.

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