As a product manager, I want to talk about product optimization

In different product life stages, products have a manifestation that is suitable for each current stage. Therefore, it is not accurate to simply look at the product’s “good user experience”. For example, in the initial online version of a product, among the three elements of function, progress, and experience, the only thing that can be sacrificed first is experience. When the product enters the stable phase, the functions are basically comprehensive, and the rest is the experience. Generally speaking, the user experience of the early version is relatively insufficient, and it is often a strategic choice. After the product goes live, it will receive a large amount of user feedback and demand feedback from related teams, and “product optimization” has entered the important agenda.

Product optimization can be divided into top-down and bottom-up.


From top to bottom, we re-examine the current product from the strategic rules of the product, weaken non-core modules, strengthen key modules, prioritize the process chain, determine the priority of the process chain, and then review the process chain Prioritize different links, and finally the user experience based on a single page and a single button.

The current state of products suitable for top-down strategies: The current product version may be due to the previous requirements for quickness and greed, using a modular stacking method to piece together an overall product, but the product focus is blurred, giving users the primary and secondary processes The chain is vague. Therefore, at this time, it is more appropriate to sort out from the level of directionality and modularity, which modules are the core and which are the edges. After sorting out the priority, the details of the core modules will be supplemented and perfected. Then, it enters the bottom-level optimization and combing…


From bottom to top, we must first clearly understand the core of the product, and then comprehensively optimize. From the information display content and display method of each page, the user’s visual experience and operating experience are optimized, and then the page and The interaction between the pages is optimized, and then the complete process chain and functional modules are reviewed and selected.

Current status of products suitable for a bottom-up strategy: The process and direction of the product have been basically determined, and no major changes have been made. However, the current situation of the product is relatively rough, and there is a lot of room for improvement in the information display of the content, the interactive effect of the operation, and the coordination of the page layout. Moreover, the underlying business support processes are defined to be staggered, and user behavior guidance is not uniform. At this time, prioritizing the optimization of the bottom layer will help to re-exhibit the product’s main axis positioning.

Generally speaking, top-down product optimization is suitable for product planners to grasp the main axis and efficient use of time; bottom-up product optimization is more suitable for product designers to grasp details and fully guarantee quality. Regardless of the model, the concept of product optimization needs to be clarified first.

Product optimization

Product optimization must take into account operating experience, visual experience, information experience and demand experience.

Operation experience

Use as few steps as possible to complete the process that users currently need to complete. Moreover, the process operations in each page and module cannot exceed the carrying capacity of the page and module.

Perspective experience

Good results of UI pages are necessary, but not enough. A good perspective experience can help guide the display of information, guide the next step of the operation, and make a global response.

Information experience

In different scenarios, users have different needs for information. What users need is information content that is currently relevant and relevant to themselves. And even if other important information is not needed in the current scene, if it is also displayed together, it may be harmful to users.

Demand experience

The functions touched by the user and the deepening of the process behavior will move forward with the original needs. The demand experience should help users meet the needs of each step in the most efficient way, without dividing the demand, without transferring the demand. For example, the core of the certification process is the submission of certification materials, and there is no demand interference in this link. After the certification process is completed, along with the transfer of requirements, the notification method of the certification result is provided, and the requirements after the certification are echoed and satisfied.

In most cases, these four are mutually exclusive. For example, for a simpler operation, the presentation of information may be reduced, thereby sacrificing the information experience; for a more refreshing visual effect, it may be increased. The operation process has led to the complexity of the operation experience… As for how to grasp this “degree”, it can only be made in combination with experience and judgment, which compromises the user’s perspective and the platform’s perspective.

Product optimization is a continuous work content that cannot be done at one touch and needs to be accompanied by multiple iterative versions. However, after entering the system’s comprehensive product optimization, you can first optimize the product with the highest standards. After the product optimizes the content output, then combine the project’s human resources, time resources and strategies to cooperate with the operating market to optimize the content. Priority split.

And to what extent should product optimization be prioritized? The answer is the state that an excellent product should achieve: after the user enters the product, he can clearly complete the operation he wants to complete, obtain the information he wants to obtain, and enable the user to fully enjoy the process…

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