为什么做产品的人都很喜欢思考「场景」?

零基础学产品,BAT产品总监带,2天线下集训+1年在线课程,全面掌握优秀产品经理必备技能。了解详情

笑天涯说:用户场景是产品经理们经常提的名词,也是他们经常思考的很重要的问题。那么产品人为什么喜欢思考用户场景呢?

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知乎问题:为什么做产品的人都很喜欢思考「场景」?

小编觉得知乎用户@吴伟的回答虽然简短,但是说到点子上了,大家可以看一看。

wow!很久没答问题了,既然是骆驰兄的问题,就不请自来的答一下。

对于一个产品经理来说,做的产品最终的目的是要有人用,而有人用有至少两个前提:1产品本身要有用,2产品本身好用。术语就是有用性和易用性。而这两个问题全都离不开使用情境,或者成为“场景”。

先看有用性

一个产品单纯的、抽象的说有没有用,是没有价值的,一定要放到一个使用情境里进行考察。比如,一个铁片,有用吗?这么抽象的问题,没什么意义。但是如果你能给我一个情境,比如:1看电影的时候,2坐公交的时候,3约会的时候。我会说:第一、三种情况可能没什么用,第二种情况可能有用,比如没座儿的时候可以用来当临时的座位。

那怎么当临时座位呢?平平的一个铁片当然不行了,但是铁片如果足够大,足够强度,并且弯折成π的形状,那就可以当小马扎了。

好了,产品demo出来了,但是这只是完成了产品设计的第一步,我们只是主观的认为,这个铁片可能在用户赶公交的时候有用,但是不是真的有用呢,我们还得做市场调研。

先进行市场分析:我们得看看有多少人赶公交(群体1),在群体1中有多少人在公交上有坐着的需求(群体2),在群体2中有多少人找不到座位(群体3)。显然群体3是我们的目标用户。假设这部分用户比较多,是不是就可以写需求了呢?不行,你还得进行可行性分析:比如这些用户在什么时间赶公交,那个时候人多不多,有没有空间放下这个马扎?公交师傅许不许放一个马扎?要不要补一张票款?如果需要补票会不会影响用户的需求度?

如果上面的问题我们都解决了:找不到座位的人很多,空间足够大,司机也同意免费放一个马扎,至此,有用性的问题我们初步解决了。

下面看看易用性

对于一个产品,单纯的说好不好用,也是没价值的,必须要放到使用情境中来考察,因为在不同的情境中,用户对于“好用”的定义是不同的。以上文中那个铁片做的椅子为例,如果是作为一个家居,显然是不是结识、款式够不够新颖、坐起来是不是舒适这是用户对于“好用”的标准;而如果是为了赶公交用的临时座椅,那么好不好携带、在公交上好不好拜访、甚至是不是便宜就成了“好用”的标准。在“公交”这个情境下,我们首先会想到这个椅子最好是可以折叠的,这样就会比较轻松的放入背包里,提升便携性(显然作为家具就不需要或者至少不是很急迫的需要折叠);另外重量也要尽量的轻,同时也要有一定的强度。在这个要求下,我们可能会做一些镂空、把铁片变细变薄,以保证强度又降低重量;最后,考虑到用户不太可能花大价钱买一个公交临时座椅,所以我们还要考虑把不是特别关键的部件改为廉价的工程塑料,把关键部位、容易损坏的部位做成可以单独更换的零件,进一步降低用户的维护成本。

下面你就可以去写一份比较不错的需求文档,交给委员会进行评审了。

从上面的思维过程来看,离开了情境,产品经理将无法做事,就像人不可能在漆黑一片的空间里奔跑一样。

本文转载自知乎问答,转载请注明出处和原作者@吴伟

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