Some interviewers, because they are eager to express their abilities, did not grasp the key points, and the final performance was average. The author borrowed an interview question and emphasized the idea of ​​thinking in the scene and grasping the details of the process.

Editor’s note: This article is from WeChat public account “product dog gathering place” (ID: Johntalking), author John Watermelon, the original title is: “Tencent product interview questions”, is authorized to publish.

After interviewing some product managers, John’s feeling is that the interviewer wants to output his or her abilities too much, resulting in failure to grasp the key points. For example, how to output the architecture of the XX product may start the business process and function list directly, and then back to the overall architecture.

But different user groups, different product lifecycles, and business models have different product architectures. From the root, it is caused by the user’s portrait of the product and how to effectively adjust the product structure at each stage of the product life cycle.

Today John wants to talk about how to think about a product interview question from Tencent: “Which modules are for which users are served in what scenarios? What is the purpose?”

The interview questions are:

Give you the power of a series of chat tools. As a product manager, what do you think is the priority? Why?

  • Personalized avatar

  • Expressions

  • Chat History Manager

  • Online

  • Security

  • Transfer files

  • Groups

In fact, from this interview question, John needs to be clear about these two points before he can prioritize the function of the product (of course, under the premise, the market environment and the status quo of the industry are “friendly” to social products. Let’s leave this question aside):

  • The life cycle stages of the product: seed stage, growth stage, maturity and recession;

  • What is the crowd dimension of the product and the corresponding user group image?

The above two points need to be combined to think clearly, according to the important urgency / KANO model / according to the business level RDifferent strategic directions such as OI maximization define the priority of product features.

Then let’s talk about these two points first:

First, the life cycle stage of the product

First of all, this chat tool is defined as a social product. There should be no objection to this. In fact, there is also a point that the attributes of the social product are tool attributes or media attributes.

The extreme representation of tool properties is the communication property, which is the foundation of the IM product; the representative of the media property is Weibo.

The development of these two types of products is from small to large, users from small to large, and functions are constantly increasing; the business logic is “traffic”: gathering more users, using better ways of traffic Realize.

Also, target social software with tool attributes.

John uses a graph to sort out what needs to be done at each stage of the social product lifecycle?

From a Tencent product interview question: Think about the problem in the scene

The product lifecycle curve for social products with tool attributes and social products with media attributes is generally like this:

  • There are few users at the beginning, the products are very refined, the quality of UGC content is very high, the overall atmosphere is very good, all dimensions are slowly accumulating;

  • After entering the rapid growth period, the number of users has soared. In order to meet the needs of the public, the product has to sacrifice the experience of some early users, and the social evaporation effect begins to appear;

  • When the product reaches its peak, the user activity is very high, and most of the products start to liquidate, and the evaporation effect is prominent, and early high-quality users begin to lose;

  • Next, the quality of the content is difficult to control, the overall atmosphere is getting worse and worse, and the product enters a recession.

After we have divided what needs to be done at each stage of the product life cycle, we will explore the user group image.

Second, user group image of product

John roughly divided the user group, that is, under 22 years old and 22 years old or older (PS: because I roughly divided the upper age line), roughly arranged the user group portrait, as shown below:

From a Tencent product interview question: Thinking about the problem in the scene

After combing out the user’s portrait, you can clearly understand their usage scenarios and habits. Thinking about user portraits, check out John’s history article: I understand the user’s portrait and how to recall the user.

Three, prioritization

After sorting out the life cycle stages of the product and the user group image, you will understand which people are serving in the current product phase.

Next, it is to do math problems with the formula. Let’s comb together. This formula can be described by the KANO model.

After describing the KANO model:

From a Tencent product interview question: Think about the problem in the scene

From a Tencent product interview question: Thinking about the problem in the scene

  • Charming factors: Unexpected by users, if this requirement is not provided, user satisfaction will not be reduced, but when this demand is provided, user satisfaction will be greatly improved;

  • Expectation: When this requirement is provided, user satisfaction will increase, and when this requirement is not provided, user satisfaction will decrease;

  • Required factors: When this demand is optimized, user satisfaction will not increase. When this requirement is not provided, user satisfaction will be greatly reduced;

  • No difference: User satisfaction will not change with or without this requirement, users don’t care at all;

  • Reverse factors: Users do not have this requirement at all, and user satisfaction will decline after delivery.

So, from the perspective of the user’s needs, the product is the first to meet the necessary factors, this part of the function is the most basic function, if not, the user’s satisfaction will be greatly reduced. Then, it is to try to meet the user’s expectations, which is a competitive factor of quality, providing users with additional features that enhance the user’s goodwill. In the end, it is to strive to satisfy the charm factor, which is the icing on the cake and can enhance user loyalty.

These seven features are explained:

  • Personalized avatars: First of all, if you have this feature, user satisfaction should be greatly improved, because personalized avatars count as an important outlet for users’ emotional needs. But if you don’t have this feature, but everyone can use the normal default avatar, users should feel that the problem is not big, so the satisfaction will not be much lower.

  • Emotion: The expression is mainly to enhance the user’s chat experience. If there is such a function, the user satisfaction will be greatly improved, but if not, the original user may not think that the original chat can be used. Expressions like this, so satisfaction will not fall.

  • Chat Record Manager: The main function is to let users check the past records very well. If this function is available, the satisfaction of users will be greatly improved. However, if there is no such function, the user can actually watch the chat record in the corresponding window of each friend, but it is relatively troublesome. In fact, even if the usage scenario of this function should not be particularly large now, the user satisfaction should be almost Will not fall.

  • Online: The role is to let users know that someone is online and can communicate and communicate. If you have this feature, users will certainly take it for granted, satisfaction will not rise, but if not, then as a tool software, users will be in a situation where they don’t know who to chat, and satisfaction will drop greatly.

  • Security: Most users are not easy to perceive security, so even if it is not done well, user satisfaction will not drop a lot, of course, if done well, and as a highlight Promote to users, there will be some improvement in user satisfaction.

  • Transfer files: As a chat tool, it may be different for users in different scenarios. With this feature, of course, the scene for the user will not improve.

  • Group: Looking at this feature, you can’t just look at its actual content – multi-person chat, but to see the role of this feature at the time, his main role is to solve the first batch of users looking for Friends, and for a chat software, if there is no friend, no one can chat, then the user satisfaction will be greatly reduced, and the function of finding a friend, the user will also feel that it is necessary, satisfaction will not rise.

The following John put these seven functions into the KANO model to compare them one by one:

From a Tencent product interview question: Thinking about the problem in the scene

So here, basically this problem is over.

Maybe some friends will ask, do I need to write so much content to the interviewer?

In fact, John wants to convey a question: look at the problem must be in the big scene to think, the process of digging must be considered from the details.