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Jingdong book

产品经理必知必会

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Jingdong book

产品经理必知必会

Name: 产品经理必知必会
Brand: Jingdong book
SKU: 3118097031
Price: 26.27 USD
Availability: OutOfStock

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Content Description

在Web和移动开发周期越来越短的今天，决定成功的不仅仅是对项目层面属性的关注。如何在众多应用中脱颖而出，如何让网站黏住访客？本书作者、出身设计师的产品经理Kristofer Layon 将告诉你产品制胜的关键因素，指导你做出超乎用户期望的卓越产品。
本书适合产品经理以及所有需要负责考虑产品管理职责的人士。

Author Description

Kristofer Layon，资深产品设计师、产品经理，目前任职于移动产品开发公司Red Stamp，负责产品管理和用户体验设计。

Comments

“培养与用户的共鸣，开发一件他无法割舍的产品，而不只是一件你自己想制作的产品。从本杰明·富兰克林到史蒂夫·乔布斯，这一理念一脉相承，始终未曾改变……”

——惠特尼·赫斯，用户体验导师，Vicarious Partners公司创始人

“数字时代，日新月异，所有身处IT行业的人都需要紧跟不断变化的形势来改进自己的工作流程。这本《产品经理必知必会》清晰指明了如何才能打造成功的互联网产品。”

——布莱德·弗雷斯特，网页设计师，咨询师

"Kristofer这本书简明扼要，让我了解了成为一名产品经理应该做好哪些准备工作、都有哪些职责。推荐给所有对产品管理感兴趣、希望成为产品经理的读者！"
——塔西德·艾哈迈德，产品经理

Catalogue

第一章产品是什么
1．1产品是被生产和销售的
1．2产品销售与体验有关
1．3网站和应用也是产品
1．4做一名"反映的实践者"
1．5产品管理将创意与业务对接
1．6小结
第二章理解市场和客户的期望
2．1市场与需求
2．2客户定义价值
2．3市场与供给
2．4谁是客户
2．4．1内部客户
2．4．2外部客户
2．5聚焦市场问题
2．6小结
第三章撰写用户故事
3．1创建用户故事的基本原则
3．1．1以第一人称撰写
3．1．2使用日常用语
3．1．3避开新奇的或技术性的解决方案
3．1．4专注于一般化的、基本的目标
3．2卓越用户故事三要素
3．2．1产出
3．2．2成效
3．2．3影响
3．3小结
第四章产品改进策略的分析及优先级判定
4．1马斯洛的人类需求层次理论
4．1．1产品级别的层次结构
4．1．2属性级别的层级结构
4．2Kano 模型
4．2．1基本属性
4．2．2性能属性
4．2．3愉悦属性
4．2．4不同的属性，不同的结果
4．3小结
第五章完成最简可行产品
5．1什么是最简可行产品
5．1．1白板会话
5．1．2原型设计
5．1．3构建部分功能
5．1．4发布的功能
5．2获取有关最简可行产品的反馈
5．2．1与用户进行非正式谈话
5．2．2调查
5．2．3卡片分类法
5．2．4现场可用性测试
5．2．5在线可用性测试
5．2．6基于实验室的可用性测试
5．3小结
第六章对成功进行衡量
6．1回归用户故事
6．2外部客户
6．2．1产出
6．2．2成效
6．2．3影响
6．3内部客户
6．3．1产出
6．3．2成效
6．3．3影响
6．4小结
第七章沟通产品成功
7．1将产品数据可视化
7．1．1接纳与使用
7．1．2产品满意度
7．1．3不同平台的用户
7．2撰写产品报告
7．2．1每周产品报告
7．2．2季度产品报告
7．3竞争力分析
7．3．1竞争者导向分析
7．3．2功能导向分析
7．3．3目的
7．4小结
第八章放手去做
8．1在当前的工作中腾出时间进行产品管理
8．2让他人参与到产品管理工作中
8．3为他人创造一个新的产品管理职位
8．4为自己创建或找到一个新的产品管理职位
8．5小结
附录产品设计研究
人物介绍

Book Abstract

克鲁格（Steve Krug）的著作Rocket Surgery Made Easy①。这本书的内容跟火箭或者手术没什么关系，而是关于可用性测试的。我强烈推荐此书，你阅读时一定要领会字里行间的意思。除了学习如何辨别现有数字产品的可用性问题外，这本书还有更大的用途，因为其核心是了解客户的期望以及如何满足这些期望。

2.5聚焦市场问题

你可能对现有产品或工作原型的可用性测试非常熟悉了。然而，为了洞悉新产品或新功能是否能取得成功，你需要在产品生命周期的早期进行可用性测试。如果很难了解人们对一个尚未存在的产品或功能持有何种想法，那就再琢磨琢磨。

与其说是让人们想象使用一个还不存在的产品，不如说是让他们阐明问题所在，而这些问题是网站或应用应该解决的，即所谓的市场问题。

聚焦于市场问题是在按正确的方式设计。在前面那个房屋滞销的例子中，你对房屋喜爱有加，但没有任何潜在买家或者客户对它感兴趣。当涉及销售时，你有多喜欢那套房子其实是无关紧要的；它如果没有解决市场问题，就不会吸引任何想要置业的人，那它就是卖不出去。

确定市场存在哪些问题，然后着力解决这些问题，这对设计而言是一种更明智的方式。它有助于撇开设计师或开发人员的个人偏见。

……

Introduction

2008 年的一天，加勒特·坎普的手臂举累了都没打到一辆出租车。这位企业家在旧金山的街道上为打车花费了太多的时间，由此产生了一个想法，打算启动一个豪车分时共享服务，谁不希望在会面时闪亮登场呢？
坎普看到一个明显的问题，并用一个移动应用来解决这个问题，让你能随时随地预约到出租车。今天，这个数十亿美元的跨国生意被称为Uber。不知道你究竟在哪里？手机GPS 会告诉你。没有足够的现金？可以用保存的信用卡自动支付账单和小费。不想浪费钱坐豪华轿车？现在Uber 能以较低的费率提供传统的车辆及混合动力车。对搭乘陌生人的车感到不安？在接受服务之前先查看司机的评分，之后会要求你对司机的服务做出评分，同样司机也会对你评分，这样就改进了每个人的体验。
一个司机最近告诉我，为Uber 工作挽救了他的婚姻：“现在我掌控自己的时间，开着漂亮的车子，不再担心是谁坐在我的后座上了。”一些司机认为Uber 将他们的收入提高了30％。
伟大的产品可以解决买家和卖家的某个问题。这个产品可能发轫于一个疯狂的想法，但随着时间的推移它可以彻底改变整个行业，并永远改变人们的行为。
伟大的产品会在某种程度上让你更快、更聪明、更强大、更洁净或者更优秀。它可以让你把你最喜欢的5000 首歌随身携带，追踪你晨跑的精确速度和距离，或者了解听众对会议主持人发言的内心想法。它可以帮助你快速切碎奶酪块，把一个苹果完美地八等分，或用魔法笔去除污渍。
花点时间环顾四周，数一数你每天使用的产品的数量。我数了有50个。你生活中无法或缺的发明简直无处不在：客厅、办公室、卫生间以及会议室。所有这些地方都包括了那些认为能将事情做得更好的人们的智慧和勤劳工作。
只要人类还存在，我们就一直在用有形产品填补周遭。过去十年里，我们一直在用虚拟物品填补自己的口袋和钱包。但无论这些产品是实体的还是数字的，有一件事毋庸置疑：这些产品都要占用空间。而空间是有限的，这意味着每当你决定把新的产品带入生活，这些空间就无法被别的东西所用。
考虑这种情况：你不太可能在床头柜上放两盏灯，也不太可能在手腕上戴上两个追踪器。产品迫使你做出以下决定：你想要什么，你需要什么，以及你愿意投入什么（时间、金钱和精力）。每次遇到新产品的时候，你都会做复杂的成本效益分析，除非你决定留下它。
作为制作产品的人，你的目标是让人直截了当地决定购买并使用你的创意。不论身处哪个行业，采用何种形式，文化背景如何，目标受众是谁以及如何定价，决定产品成功与否的都只有一个因素，那就是它的目的。
目的是某件事物存在的原因，是你的产品试图解决的问题。目的将预期用途、预期收益和预期意义组合在一起。目的是值得拥有和使用的价值。如果产品缺乏内在价值，你又如何指望它经得起时间的考验呢？
产品管理是制作一件有目的的产品的艺术和科学。它结合了设计的创意与商业的分析。它提炼目标，定义策略，排定功能优先级，关注设计，协调开发，优化测试，并缩短产品上市时间。
那么，如何找到你的目的？如何确保你的产品会具有价值？肯定不能依据猜测！等等，不是所有的产品管理都有一些猜测的成分吗？很多组织的确会这么做，但这种方式并不是绝对的。大多数受人欢迎的产品的团队，无论是数字产品还是实体产品，都有一个占主导地位的品质，即引起共鸣。
共鸣是一种感受别人的感觉的能力。设身处地从别人的角度看世界：他想要什么，他需要什么，他愿意投入什么让自己的生活更美好。培养与用户的共鸣，开发一件他无法割舍的产品，而不只是一件你自己想制作的产品。
从本杰明·富兰克林到史蒂夫·乔布斯，这个过程始终未曾改变，其中有血、有汗、有泪水。明晰目的，了解客户，解决棘手的问题，让我们创造一个更美好的世界。
惠特尼·赫斯
2013 年9 月25 日

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Jingdong book

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