Talking about fake demand from takeout order

One 、 Preface

What is the pseudo demand ？ In short , Pseudo requirement is that users sound like they want this , What is actually needed is something else , The surface demand is not consistent with the actual demand , Even conflicting . As 1 A product manager , Collecting user needs is the most basic work , But in the process , Often receive a lot of ironic needs , To some extent, it interferes with our product planning , be called “ Pseudo demand ”.

1、 The health code can not only scan the location code , I also hope to recognize the surrounding music and play it automatically ：

2、 At night 37 When taking a hot bath on the floor , I hope the water temperature can rise rapidly 100 Centigrade ;

3、 On the computer at home Ctrl C After the document , I hope it can be pasted on the company's computer .

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Two 、 Text

Let's take a takeout order as an example to illustrate the user's demand feedback .

1、 Scene Description: Xiao Zhao sells takeout from Monday to Friday , Shipping address is company , The delivery address of weekend order takeout is rental house , The delivery address of the take out at the business trip is XX The hotel , I hope that every time I go to take out on business ,APP Identify the hotel address according to the location , You don't always have to enter it manually .

This demand sounds really cool , Similar to Amazon's one click order , How cool ！ But from the perspective of products , You'll soon find out , This is a typical pseudo requirement .

2、 Why does the delivery address of the scene analysis point take out ？ Because the system allocates knights and estimates the cost , If it is too far away, it will not be delivered . Why doesn't Xiao Zhao want to fill in the address ？ Because there are historical orders , There is also mobile location , It's more than a lot to fill in the address repeatedly .

It's not hard to find out ： Xiao Zhao doesn't want to fill in the address , I feel that by virtue of historical orders 、 Mobile location is enough to identify the harvest address . But when you travel to different hotels and have no historical orders , It is impossible to accurately identify the address , Fuzzy addresses can cause delivery errors , So in terms of product functions , You really need to fill in the address manually .

So here comes the question , What is the real demand ？ answer ： When I order takeout , You need to know your position accurately . Historical orders are also good 、 Mobile location is ok , Ultimately, it is to help users better position , Make sure the shipping address is correct .

3、 The real needs of the solution have been excavated , So how to solve the problem from the perspective of products .1、 Make sure the business process is correct ： When the user location changes , Give clear hints ;2、 Give users choices or suggestions ： The address close to the location is recommended , It is convenient for users to quickly locate .

Left ： Before the revision Right ： The revised

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The emergence of pseudo demand , It's a good thing for product managers , It has trained the ability to tap real needs , It also increases the opportunity to contact users , Better understand users' views on products . therefore , False demand is coming , Don't be hostile , Calm down and , Turning it into a reasonable product demand is the best policy .

1） Listen to the user , But don't do it

Pseudo requirements come from users , The fundamental reason is that users will only raise their needs according to what they think , Don't think about product positioning 、 Development cost and market value , This requires the involvement of the product manager . After receiving the user's demand , The product manager should first restore the scene , Be sure to combine the real scene , Because it is meaningless to deviate from the actual business function , Recommended 5W1H Methods , It can collect and analyze user requirements very systematically .

2） Product needs , We should also make reasonable arrangements After demand mining , The next step is to provide solutions based on the situation of the company or products , Remember to avoid making laborious and thankless useless functions , Usually from the following 2 Latitude judgment ：

1. Find the right crowd

Is the demander the core group of your products or the marginal group , Don't try to satisfy all users , Because it's impossible , Just focus more on the core group using the product , For example, you are focusing on making a Youth Social APP, So received 80 Feedback from aged people , Do you need to listen ？

2. Evaluate cost performance

Make products or functions , Ultimately, it is necessary to meet certain business purposes , Therefore, the business value of demand is particularly critical , You can't do it right away just because a demand is of great value , Nor can we stop doing it because the value of a demand is relatively small , The best way is to evaluate the cost performance —— Cost performance = Commercial value / Development Volume , Arrange the plan reasonably through the sequencing of cost performance .

notes ： In practice ,“ Cost performance ” Your judgment often deviates , The big reason is that product managers communicate more with developers , Most of them pay attention to the development ; And with the market 、 There is less communication among operation colleagues , There are deficiencies in the judgment of business value , We need to share this point , Consider comprehensively as much as possible , Give an accurate assessment .