The addition and subtraction issues in a product definition were previously discussed. In fact, it is often a problem that the product manager is often how to do accurate subtraction. We all know the general logic of the Okham razor, but in practical applications, we have been disturbed by various complex factors in practical applications, leading to various forms of end decisions. Today I will talk about my understanding of the issue of subtraction, for your reference.
For a long time in the past, many people’s subtraction primarily applied in product attributes or configurations. The starting point of this thinking and action has determined the last poor results. Because the product attribute or configuration is only the characteristics of the product, a complete product is forcibly disassemble, and then use the user’s attention or in a partial side-by-side investment output than a reference for subtraction considerations, these single one is often ignored. The changes in dimensions are impact on the vehicle experience. In fact, any product attribute dimension is not independent, and their changes in the vehicle experience are not continuous and linear (in fact, more reasonable is marginal analysis, but this analysis is almost unable to obtain accurate data). Therefore, we cannot use the so-called focus of users through user investigation, especially quantitative surveys, is simply applied in this subtraction decision.
In addition, the thinking of the subtraction work is often affected by cost constraints, eventually deleting key configurations that can be touched users. Because everyone often uses the Kano model as the basic logic of configuration classification, so that those surprise properties will usually become the first configuration that is first cut off. Because the definition of surprise attributes in the KANO model is more happy, it doesn’t matter. The second half of this definition gave a lot of people.
Therefore, based on the past a long time, everyone’s practical experience can summary: subtraction is not the user’s attention, but the experience target of the entire system needs. So how can we stand in the perspective of the entire system to think about the more accurate subtraction problem in the process of reaching the goal?
First, effective subtraction comes from a clear experience target. If there is no clear decision logic, but all dimensions are all reference, subtracting will never find the operating space. Just like the operation of many car products definition and development, from the perspective angle, new products must surpass existing competitions in many dimensions, and other dimensions are not reduced. Finally, the cost goal of the new product is finally can’t be reached. In order to reach a cost objective, you must take off key properties that can ensure product competitiveness more effectively in margin mode, so product development enters a negative cycle. In this process, the target is a single operation of the dimension, but in fact, the multi-dimensional decision logic wrapped in the competition. Since then, the impact of factors such as the purchase of the user’s verbal expression. The only process of being ignored throughout the process is the experience target that should be highly clear.
Second, effective subtraction must be based on the extensive understanding of the use scenario and user tasks, which is a comprehensive management of the experience level of the functional resource. That is to say, product definitions and developers must understand which occasions do every occasion of each product function, help users solve the problem. Then, the user is concerned about the use occasion of their expectation and the problem that needs to be solved under these occasions, not the means of solving the problem itself (function or configuration). Therefore, it is the main battlefield for the product manager really takes a lot of time to spend a full insight into the use of scenes and the use process, and the repeated experience of various solutions. In other words, there is no deep understanding of these problems, and time it is used to read various research data, it is impossible to establish a full thinking framework, and it is even more unable to find subtraction points.
Standing in the system’s perspective of subtraction, first, cut off those users who do not use or completely use or not pay attention to the use scenario or some scenes that users don’t expect to help their own solutions. For example, in the past few years, everyone often argues the relationship between the drum and mobile phone. Since the user thinks that even if it is considered to solve many problems in the car, it is, in which case the design of the blind tries to replace the phone can be completely Cut off.
Third, the highest level of subtraction is to eliminate redundancy and make users more cool, not from the user’s hands to take something. In this sense, subtration is also a strategy that requires coherent execution, not an isolated behavior of single decisions. From this perspective, subtraction is definitely not letting the user experience, the bottleneck, but through the depth inspection of the actual use of the user (many times, the product manager’s own repeated operation experience and summary), the definition can cover the existing scene And user tasks, but more concise, experience more coherent new solutions. At this time, the focal point of subtraction is the user’s operational process and the design redundancy in this process. For example, the entity key has been gradually cut off by many brands. Of course, in this direction, in the process of eliminating redundancy, it often relates to reconstruction of vehicle structures and boundaries, and also involves re-development of user usage habits. Therefore, he must be a strategy that can be coherent, rather than an individual single point decision.