Demand prioritization method based on value quantification

Demand processing capability is one of the important dimensions of the core competency model of product managers , As a product manager, I have to deal with all kinds of needs every day , If the demand analysis focuses on the mining and transformation of a single business or a single function , Then demand management can better reflect a PM map out a strategy 、 Methodical view of the overall situation and sense of rhythm , Satisfied with the business , It can also be developed and recognized , I'm not as busy as a top every day .

One 、 The main pain points of demand management

There is a steady stream of demand , Resources are always in short supply . I have experienced Internet enterprises , It's all demand and others , I haven't seen anyone waiting for me . Once there are people and other needs , It can only be said that the post setting is redundant , You can consider optimization . In this context , How to use steel on the blade , It becomes more and more important .

1. The palms of your hands are all meat , Who needs to be done first ？

When there is more demand and less R & D resources , The first thing to be solved in demand management is the problem of demand priority , There are many counterpart businesses , Everyone says they are important , It's OK to do it first , I'm not satisfied with what I did . According to the cooperative relationship, close and close , Or according to the time of demand , Who mentioned to do who first ？ For the product 、 The manager of the R & D team , Different product managers 、 The requirements of different product modules are put together to seize R & D resources , How to arrange ,“ Crying children have milk to eat ” Do you ？ The palm and back of the hand are all meat . When the final performance appraisal , It can't be judged by the number of online demands ABCD Well .

2. temporary 、 Urgent needs , How to coordinate ？

Neither products nor R & d like to be inserted into requirements , Queue up for medical treatment 、 Buy tickets , People who cut in line are always boring . But temporary needs 、 Some because of policy 、 Strategies and other urgent needs are inevitable , We can't require developers to add people every time there is an urgent need , Or work overtime on weekends ？ When these insertion requirements come , And how to coordinate all parties , Achieve a “ keep on good terms ” What about the situation ？

3. There is a lot of demand backlog , Planning but I don't know where to start

New product managers are often prone to be overwhelmed by a mountain of demands , There are hundreds of demands lying in the pool of demands , When making product planning, there is no way to start . I feel that everyone should do , Limited resources , But it seems that you can do nothing . How can we pick out big watermelons , And not be a grain “ sesame ” Blinded my eyes .

4. The production and research team is busy but fruitless , I work overtime every day to meet my needs, but I don't feel fulfilled

R & D personnel are like machines , Continuously input requirements , Liquidity demand . But no sense of achievement , I even feel like a casher .

Two 、 Traditional demand management methodology and its problems

from “ Everyone is a product manager ” Start , There are all kinds of requirements management methodology . in the past 10 Years of product work and team management , It is found that many methodologies remain at the level of methodology , Operating time , It also needs personal “ Power of understanding ”, People with poor understanding may spend their whole career , It is difficult to grasp what kind of needs are important and urgent .

1. Four quadrant analysis method to determine the priority of requirements

Everyone knows that priority should be given to important and urgent needs , But the problem is as a new product manager , What is the basis for judging the degree of importance and urgency ？ Everyone says their needs are very important , And want to go online as soon as possible .

2.Kano Model analysis divides demand types

Kano The model is divided into basic requirements according to the expectation of users 、 Expected demand 、 Five categories, such as exciting needs , Operating time , How to objectively describe the expectations of different users for requirements ？

3.ICE The sequencing method quantitatively determines the demand priority

ICE The ranking method is based on the demand influence range 、 The degree of confidence in completing the requirements and the difficulty of development and realization are three dimensions to quantify and score the requirements , Finally, according to the score , Determine the requirements prioritization order . For experience optimization or process improvement products , Is it reasonable that the weight of the user's influence range is the same ？ For example, the management cockpit product used by the boss , Three or five high-level use , His value is not high ？

3、 ... and 、 Practical operation of demand value quantification method

Combined with the demands of all parties for demand prioritization and the problems existing in the existing demand analysis model , Combined with the characteristics of data products, this paper summarizes a set of methods for quantifying the demand value of data products , It can provide you with some new ideas and inspiration . Its core idea ：

quantitative ： Different products 、 Different types of requirements are finally measured according to the same score system , Value ranking by score

classification ： Different data products or different requirements of the same product , In summary, it is mainly divided into experience optimization 、 Process efficiency improvement 、 There are several major categories of business income increase

The weight ： The weight of different categories of needs in the quantitative dimension should be different , For example, the demand for business income increase , We should pay more attention to the value of business revenue , The corresponding weight setting is higher , In the dimension of cost reduction and efficiency increase, the weight can be appropriately lowered

Scoring ： Each dimension is based on the actual situation of the product , Set the scoring range , For example 10 " , User impact , All users ,10 branch ,60% above 8 branch ,30% following 4 branch , And so on

1. User impact

Any product demand is to solve user problems , Therefore, the user scope involved in requirements is an important evaluation dimension , But here we need to refine the requirements of different categories , Like making a CDP Refined operation products , The main user is the operation Department 、 Several people in the marketing department , Even if you use it every day , however DAU After all, it's just those people . For user experience requirements, the dimension weight can be set 30%-50%, And process efficiency improvement 15%~25%, The weight of business income increase can be appropriately reduced .

2. Strategic fit

Changes in external environmental policies or the implementation of the company's new strategy , During product iteration , Also consider this dimension . If only behind closed doors , Strictly prevent sticking to the existing priorities , The impact on the company may be fatal , such as 《 Data security law 》《 Personal information protection law 》 After implementation , Deal with the functional requirements of safety compliance inspection , It will affect the life and death of products and even the company . Besides , It's not advisable to do it at the first time or pay no attention to the boss's needs , Add strategic fit to the evaluation dimension , Can effectively respond to this kind of demand . The weight setting of various needs of strategic fit is controlled at 15 following .

3. Business expectations

This dimension is mainly used to measure users' expectations of this product function , What is the feeling of not being a user , Have users greatly improved their satisfaction with products . The scoring interval division of this dimension can be based on Kano Model development , Basic needs 10 branch , Expected demand 8 Grading

4. Efficiency improvement

about B End data products , Most of them still help businesses improve the efficiency of data decision-making and application , Through the iteration of product functions , How much value can it bring to reduce costs and increase efficiency . For example, the tag based crowd automatic circle selection function , When there is no online function , A single marketing scenario takes time 3 Hours （SQL Count 、 Data upload ）, At least weekly 2 Scene application , After the function goes online, business self-service circle selection ,30 Minutes , The value of efficiency improvement is to save time in a single operation × Frequency of operation × Statistical period , Convert adult labor cost according to the saved time cost , Score according to the value range . Process efficiency improvement requirements , The weight of this dimension is appropriately increased .

5. Business income

Requirements of data enabling class , For example, algorithm recommendation interface 、API Interface , Its goal is to provide products with more intelligent applications based on data , According to the interface adjustment amount or user request UV Go and see , It's not reasonable , According to the actual business increment that the corresponding service can bring , The conversion “ money ” Let's see , It's more appropriate . For example, according to different functional categories , Divide the score range of the dimension of revenue or order increment .

6. Realize the cost

From two aspects of time cost and labor cost , If you divide the positive score of the first five dimensions by the cost , Interval division , The higher the cost , The smaller the final result , The lower the total score . The two dimensions of cost are mainly auxiliary references , This specific operation , Do you need to take the cost as the denominator , It can be determined according to actual needs , Because once divided , It may mean lower scores , The demand of high value but long time-consuming development and high resource investment has been unable to be done .

Set the weight of different types of requirements in the above dimensions , And after defining the score interval under each dimension , Multiply the score by the weight , Add the dimension scores to get the value score of each demand , In this way, whether it is a single product line or different PM Put your needs together , They all have the same scoring system , When resource preemption and priority judgment are involved , It is more reasonable . no one ？ Then how many people do how many things , Pick the most important thing to do . During initial operation , It can be used excel Formula setting of automatic score calculation .

Four 、 Suggestions on quantitative implementation of demand value

When the quantitative method of demand value is implemented , There are some points that need attention , It can also be regarded as some practical suggestions in the past operation process

1. It must be absorbed and transformed in combination with the actual situation of the product

In the weight setting 、 When dividing the score interval of each dimension , We should establish practical standards in combination with the actual situation of the product , You can't directly use it .

2. Demand side 、 product 、 R & D forms a unified understanding of the quantification of demand value

The quantification of demand value requires the cooperation of business parties , Through propaganda 、 Demand process optimization and other methods , Let all parties have a clearer understanding of the significance of value quantification , Not to refuse the demand or increase the difficulty of raising the demand , As a product manager, visualize the indicators that need to be provided by the business side , Avoid directly letting the business operate the results of demand quantification .

3. Automation of quantitative calculation process

If you need human flesh to calculate the score for each demand , It is bound to affect work efficiency , When the relevant weight 、 dimension 、 After the communication and confirmation of the score range are fixed , It can be integrated into the demand management system , User submitted requirements plus product manager review 、 When dealing with requirements , Complete the corresponding score assignment , The system automatically calculates the final score , In a list of demand pools , Prioritize .

5、 ... and 、 summary

Good demand management is not only the embodiment of their own product capabilities , For collaborative teams, you will also be considered a reliable person . What needs to be done first and then , Establish a clear 、 Clear value quantification criteria , Give priority to the right , Valuable needs , In this way, we can have higher human efficiency output in the case of insufficient manpower . Combined with the idea of demand value quantification mentioned in the article , See how it can be combined with current requirements management .