Let’s start with product planning and execution. From the generation to the final implementation of a complete requirement, there are three more important stages, user stratification – demand selection / prioritization – perfecting requirements:
1. User stratification
User stratification is the first step in the generation of demand, and it is also the foundation of the foundation. If you expand on user stratification, STP , etc. in detail, you can write an additional article. In order to avoid some children's shoes that have not been touched, first briefly introduce what is User stratification, why do user stratification.
User stratification, that is, dividing users into different groups according to one or several different dimensions. Even if the platform is small, the needs of its users will be varied. We cannot simply and rudely think that there is only one platform on the platform. There are various types of users, but it is impossible to spend a lot of effort to meet the very individual needs of each user.
Therefore, we need to summarize the user characteristics of the platform, abstract several different types of users, and then dig deeper into their needs. However, if the user stratification is not rigorous, it will be meaningless if it cannot be repeated and omitted. The following summarizes several common user stratifications that conform to MECE :
1) According to the core dimensions of user portraits
A good user stratification must allow the product manager to have a very intuitive impression of the user. When selecting dimensions, remember to choose the core dimensions, which can guide the subsequent design of products.
For example, on a trading platform, the core dimensions generally include the consumption level of users (because the price of each city is different, individuals prefer to use a more standardized indicator such as the Engel coefficient), and other dimensions that will affect user consumption, such as marriage, work and many more.
For example: we can first stratify all users who order takeaways according to whether they go to work or not (this is a stratification that is completely accurate and can be simplified to students and white-collar workers for the convenience of description). Since most students If you have time and no money, you will be more sensitive to discounts, while most white-collar workers have money and no time, and will be more demanding on delivery time.
Were mostly white-collar workers who didn’t have time to cook and didn’t want to eat in the cafeteria, they would invest more R&D manpower in optimizing the distribution algorithm instead of perfecting the coupon system. That’s why they rely on college takeout. Ele.me, who started out, although he was smashing coupons before, the reason why the market share was overtaken by Meituan.
Some children's shoes may be confused. Even white-collar workers who have jobs may be slightly richer than students, but there are still many migrant workers who want some discounts. Then we can stratify from another dimension and divide takeaway users into For those who are sensitive to discounts and insensitive to discounts, for those users who are not so sensitive to discounts, they will place orders without discounts, and there is no need for the country email list platform to invest more money in them.
Therefore, on the Meituan takeout order page we saw, the platform's red envelope is not selected by default (the merchant's red envelope is subsidized by the merchant, the platform has no cost, and the merchant's red envelope is selected by default because the merchant prefers that users can order their own takeout. , which is different from the platform’s demands), users need to manually select to use red envelopes, which is to stratify users who are not sensitive to discounts and reduce unnecessary costs.