Rather than product managers creating products, product managers create scenarios.
Product managers are essentially no different from screenwriters and novelists. We're all writing a story, and a scene is every piece of that story.
1. What is the scene
Scenarios and demands go hand in hand, demands can never be separated from the existence of scenarios, and new demands will create new scenarios.
Simply put, a scene is "a picture, a segment" phone number list that describes who did what, when and where. But to understand what a scenario is from a product manager's perspective, first consider when a product manager would consider a scenario.
Thinking about scenarios in the work of product managers can be divided into two main stages:
Observe the "objective scene" - we observe the objective real situation, under what kind of scene the user has a demand.
Designing "target scenarios" - we design phone number list new scenarios, in which scenarios users meet their needs.
What our product managers are doing can actually be understood as creating a target scene in order to replace the original objective scene, so that user needs can be satisfied and products can grow.
1. Objective Scenario
To understand what an objective scenario is, let's go back to requirements.
Needs are at the bottom, arising from "an unbalanced state (either physical or psychological) that arises within our bodies - and each of us has an innate tendency to return to a state of equilibrium".
So what is causing this imbalance? - This unbalanced state is actually the reaction of a specific user to a specific scene. (In the same scene, different users may react differently; for the same user, different scenes may naturally be different, so they are specific).
If we put it in reverse, it can be understood as "the scene is the external condition for the user's demand", which describes how the demand is generated.
The scenario mentioned here refers to the "objective scenario". We analyze the objective scenario to better understand the requirements. We will focus on: what is the old solution, what is the requirement, how does the requirement arise, and what are the requirements Conditioning effects, what will be the difference under different conditions, etc.
2. Target Scenario
After understanding the needs, the product manager will imagine a virtual target scene to replace the objective scene, and we expect users to meet the needs in this scene.
Therefore, similar to the objective scenario, we can define the target scenario as the "external condition for the realization of the requirement", which describes how the requirement is realized.
We analyze the target scenarios and can provide better product solutions. We will focus on: what are the external conditions for product use, and how users will use our products to solve problems, etc.
Thinking in this way, we will find that the key thing we have to do is actually to discover and understand what these external conditions are and what effects they will have.
When we know the concept of "scenarios are conditions", it is easy to see why we need to pay attention to scenarios.
Abstractly speaking, because the essence of designing products is actually doing logical reasoning, and the essence of logical reasoning is "the process of drawing valid conclusions based on preconditions and correct reasoning rules". If there is a lack of awareness of the preconditions, it may affect our reasoning results - the demand analysis of insufficient scenarios (preconditions) is likely to be wrong or incomplete.
2. How to design a good product in combination with the scene
The definition is mentioned above, and then we talk about the method. But before we talk about the method, let's take a look at what the problems we usually encounter are.