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Shopping carts are not a must-have feature for e-commerce. E-commerce products that do not meet the requirements should not be implemented as a shopping cart.

Editor’s note: This article is from WeChat public account “Butterfly Cafe”, author Dead leaves.

Introduction

Last week, I shared the product analysis method based on visual page: ranking analysis method, but some functions are composed of multiple pages, the function itself is more complicated, and the independence is very strong. How should I analyze it?

Today, everyone is sharing the “Scene Analysis Method”, which is aimed at high independence, high complexity, and contains multiple pages. This method also has a good shaping effect on our product thinking.

Scenario Analysis Method

Scenario analysis is the process of transforming the analysis of functions into scenarios for functional use when we are unable to perform an effective analysis of the function.

Under the thinking of the scene, grasp the characteristics of the scene, and conduct a deeper analysis of these features, so as to speculate on the reasons for the existence of the function, and a deeper understanding of the role that the function can play, and the problems he is targeting.

The product manager’s job is to analyze a problem and come up with a solution to the problem. The final form of the solution is the “feature” that the user can use.

The essence of the scene analysis method is to use the function of the function, and the effect is reversed. What kind of problem is used to solve this function? This is a kind of reverse thinking, which requires us to have a certain understanding of the way the function is born.

There may be some ideas for making a head, but the more mature features, which have been widely used, and the functions that have been used for a long time, must have been designed with care.

The popularity and persistence of functions must be recognized and accepted by most companies and industry practitioners because they solve certain problems effectively.

Simple thinking paths are as follows:

• Why do this feature? [Question about function]

• What is the function of this feature? [Restore Solution]

• What happens if this feature is missing? [Restore Scene]

• Analysis of the original scene with the precondition of missing this function. [Scenario Analysis]

The “shopping cart” function in e-commerce products is a function with high independence, high complexity and composed of multiple pages. We can try to analyze it by scene analysis method.

“Should the shopping cart be a standard for e-commerce?

The shopping cart has become the standard for e-commerce products. Many e-commerce startup teams have included the shopping cart in the scope of infrastructure construction from the very beginning, that is, they have been included in the 1.0 version of the development plan, most teams are doing Before this decision, there was not even the need to think about the existence of a “shopping cart.”

In the subconscious of some e-commerce products, e-commerce without a shopping cart is not worthy of being called an e-commerce, and the shopping cart becomes an inseparable part of e-commerce products.

But there is such an e-commerce product, there is no shopping cart, but the market value has exceeded Jingdong in a short time, he is a lot of fight, from the beginning to the present, there is no “shopping cart” function.

On November 11, 2019, Jingdong City’s market value was 48.478 billion US dollars, and the market value of the market was 50.249 billion US dollars.

So, we can think about it. There are no more shopping carts than JD. There are various types of e-commerce merchants in shopping carts. It is still far from Jingdong.

Can the shopping cart be standard on e-commerce products? [Question about function]

Restore function scene

The surface of the shopping cart is to allow users to pay for multiple items at once. The system will automatically split the payment behavior according to the price of each item, even though the user only generates a payment behavior, but behind the scene. The logic is still multiple orders. [Restore Solution]

We tried to find the applicable scene for this function through the function. It is very simple, we can simulate the use of e-commerce products when there is no shopping cart.

In the case of a missing shopping cart, when we want to buy 10 items, we need to perform 10 orders, which means that you can click 10 times to buy immediately, jump 10 times to place a page, click 10 times to pay the button, enter 10 The second password, and then return to the product list page 10 times.

When there is a shopping cart, when we want to buy 10 items, we need to perform 10 times to join the shopping cart, visit 1 shopping cart, jump 1 time to order, click 1 pay button, enter 1 time Pay the password.

This means that without a shopping cart, we have to buy 10 items and need to perform 36 more actions. The more things we buy, the greater the difference in the number of operating actions.

The purpose of the shopping cart is to make people’s consumption behavior more convenient, in order to reduce the repetitive operation of consumers, but also to make shopping more worry-free. [Restore Scene]

Scenario Analysis: Shopping Cart

Reverse analysis by function, we can easily get the scene where the function is designed, but this is only the first step, not the result.

Sometimes, it is easy for us to understand the starting point as the end point. This will lead to our thinking ending prematurely, and it is difficult to reach deeper thinking. Product managers should avoid premature ending.

Now, we have got the application scene of “shopping cart”, and we can transform the analysis of the function into the analysis of the scene, and the scene analysis is officially started.

The original scene is as follows:

Make people’s consumption behavior faster and reduce repetitive operations.

In this scenario, there are two concepts, one is “faster” and the other is “reduction operation”, which is the sensitive vocabulary that we need to analyze.

These two vocabulary are based on the principle of changing “more” to “less”. In other words, the more the number of operations, the stronger the necessity of the shopping cart, and vice versa.

Easier, less operation is a necessary condition for the existence of a shopping cart. The extended meaning is that when the consumption method is already the fastest, the shopping cart loses its meaning and the shopping cart is needed. It does not exist.

Is there such a situation?

For Taobao, Jingdong and other e-commerce big brothers, consumers often buy a lot of things, here constitutes a “multiple” scene, shopping carts for these e-commerce giants, is a very good function.

The more things consumers buy, the more they play the role of shopping carts. Buying ten items saves 36 operations. Buying 100 items saves 360 operations, and 100 people buy ten items. Will reduce 3,600 operations, if there are 10,000 people to buy 10 items, it will reduce 360,000 operations.

The size of the consumer, the average number of items purchased by the consumer determines the actual value of the shopping cart.

However, for some new e-commerce products, consumers don’t buy much. Of course, the size of new e-commerce products users will not be too large, and the value of shopping carts will be small.

For some e-commerce products that have no background, no resources, or even the necessary conditions for the shopping cart to play a role, it is necessary to change “more” to “less”.

Because, the shopping cart does not allow fewer steps to purchase a product, and it is no longer convenient for e-commerce products that do not consume.

Deep scene analysis

According to the analysis of the scene, we got a conclusion that the “shopping cart” is not a standard function of an e-commerce. He should not appear in the 1.0 version. He belongs to the product development process and is “iterated”. Come out of a feature.

Some e-commerce products have the resources to open the market at the beginning of the product launch, and obtain users in a large area. This type of product does not apply to this conclusion.

For example, an e-commerce product invested by a traditional industry boss may have resources of tens of thousands of offline stores, and can obtain a large number of users in a short period of time. This conclusion is not applicable.

We can also think more deeply about this scene.

The purchase of multiple items by consumers is a necessary condition for the value of the shopping cart. E-commerce products that do not have this condition do not need to implement the shopping cart function.

One consumer, the same bunch of goods, why are consumers willing to buy dozens of items at one time in Taobao? But in some new e-commerce products, only the lowest price item will be purchased?

So, what is the factor that determines the number of items that consumers buy?

If you are interested in this issue, you can follow my public number and I will discuss it with you next Monday.

By the way, the “shopping cart” function is actually very expensive to develop. The logic behind it includes the consolidation of orders, split orders, and the surface visualization page affects at least the shopping cart page, the order page, and the product details page.

And, for the consumption behavior of a single commodity, the shopping cart not only can not simplify the operation, but will increase the user’s operating costs.

Consumption scenarios for single items:

No shopping cart: Product details – Order-Payment

Shopping Cart: Product Details – Add to Cart – Access Shopping Cart – Order – Payment

There is also a suggestion for a new e-commerce team. There is no big resources behind it. If you can’t ensure that the market is opened for a short time, you can put the shopping cart in the subsequent version iteration, and give priority to the user’s “first order” problem. Think about product design and put limited resources on the most pressing issues.

Summary

The essence of scene analysis is to transfer the analysis of functions into functional application scenarios. This will allow us to avoid over-focusing on the function and thinking about the necessary conditions for the function to function.

Every function is useful, but these effects have an effect, more or less accompanied by some “necessary conditions.”

The necessary condition for the shopping cart to function is to consume more than one item at a time. When the necessary conditions are not met, not only can the user’s operation steps be reduced, but the operation steps of the single item will be increased.

The steps for thinking about scenario analysis are as follows:

• Why do this feature? [Question about function]

• What is the function of this feature? [Restore Solution]

• What happens if this feature is missing? [Restore Scene]

• Analysis of the original scene with the precondition of missing this function. [Scenario Analysis]