1. 1 background of product manager's birth

1. 1. 1 three stages of internet development.

1. 1.2 Four stages of the development of mobile internet

1.2 product manager value

Chapter two: the new perspective of product manager.

2. 1 product manager definition

2. 1. 1 No actual leadership.

2. 1.2 coordination and driving

2. 1.3 product manager classification

2.2 The product manager is a surrogate mother.

2.3 Best Product Manager

Steve Jobs, former CEO of Apple

2.3.2 Yang Guo, the giant condor.

2.4 Responsibilities of Product Manager

2.4. 1 Define the target user group of the product and its characteristics.

2.4.2 Acquisition, evaluation and management of user requirements

2.4.3 Complete the product requirement document, product prototype and flow chart.

2.4.4 Proficient in user experience, interaction design and information architecture skills.

2.4.5 Project management, requirement change management and requirement acceptance

2.4.6 Analysis and summary of product operation data

2.4.7 Provide support for operation, marketing and sales.

2.5 product manager's ability

2.5. 1 industry development trend prediction ability

2.5.2 Ability to control the core needs of users

2.5.3 Ability to estimate market size

2.5.4 Ability to evaluate requirements and requirements priority definition

interpersonal skills

2.5.6 Innovation ability

comprehensive ability

2.5.8 Ability to control resources

2.6 Product managers often make mistakes.

feel good about oneself

2.6.2 Know what it is, but don't know why.

2.6.3 The boss's words are imperial edicts.

Frequent changes in demand

Not good at communication

2.6.6 Do not pay attention to requirements documents and prototypes.

2.6.7 Manufacturing products for the purpose of manufacturing products.

2.6.8 Project management confusion

2.6.9 Do not plan and summarize.

2.7 the difference between product manager and project manager

2.7. 1 Conceptual differences

2.7.2 Business differences

2.7.3 Division of responsibilities

Chapter III Advanced Ways of Product Manager

3. 1 Ten Questions for Product Managers

3.2 Product Manager's Methods and Skills

3.3 Recommended Books Chapter IV Product Definition, Type, Temperament and Strategy and Tactics

4. 1 product definition and value

4. 1. 1 product of five elements

4. 1.2 Case: Anjuke

4. 1.3 case: 360 security guards

4. 1.4 Case: Creative Lighter

4. 1.5 Case: iPhone

4. 1.6 case: tourism products

4. 1.7 case: clothes

4. 1.8 product value

4.2 Definition of successful products

4.3 Product type

4.3. 1 Five main product types

4.3.2 Relationship between product types

4.4 Product temperament

4.4. 1 gifted

4.4.2 Internal Skill Utility Program (Step by Step)

4.4.3 Refine external work

4.5 Product Strategy and Tactics

4.5. 1 industry analysis

4.5.2 Forecast the development trend of the industry

4.5.3 Five aspects of product strategy

4.5.4 Case: Product Strategy of Penguin Empire

Product strategy.

4.5.6 Case: enterprise sand table simulation training.

Chapter 5 Business Requirements Document (BRD)

5. 1 project background

5. 1. 1 golden circle

5. 1.2 product suggestion

5. 1.3 suggested objectives

5. 1.4 commercial value

5.2 Project Time

5.3 Project Planning

5.3. 1 core function points

Product architecture diagram

Stage planning

5.3.4 Main function planning

Product roadmap

5.4 Business model

5.5 Benefits, Costs, Risks and Countermeasures

Income forecast

5.5.2 Product Pricing Strategy

Product pricing method

cost estimation

5.5.5 Risks and Countermeasures

Chapter VI Market Demand Document (MRD)

6. 1 User Description

6. 1. 1 target user group

6. 1.2 user demand pain points

6. 1.3 user characteristics

6. 1.4 User motivation

6. 1.5 User Role Modeling

6. 1.6 user scenario

6.2 Market Description

6.2. 1 definition of market size

6.2.2 Estimation by Proportional Weighting Method

6.2.3 Estimation of core accuracy algorithm

Substitution analogy estimation

6.2.5 Estimation by statistical investigation method

6.2.6 Estimation by historical data analysis method

6.2.7 Case: Estimation of the size of users reading online news information

Competitor analysis

SWOT analysis

6.3 Description of requirements

6.4 Product Planning Case (BRD&; MRD)

6.4. 1 product background

6.4.2 Product strategy and tactics

Product schedule

User description.

Market description

project plan

Chapter VII Demand Analysis and Management

7. 1 Requirements definition

7. 1. 1 Villagers dig wells

7. 1.2 What the customer wants is a hole.

7. 1.3 lovers quarrel

7. 1.4 Valentine's Day gift

7. 1.5 360 security

7. 1.6 group purchase discount promotion

7. 1.7 Why socialize?

7.2 Nature of demand

7.3 Demand Classification

7.3. 1 Entertainment and leisure

7.3.2 sense of belonging

connect

opinion leader

7.3.5 Benefits

7.3.6 Access to knowledge and information

Self-emotional expression

Love and be loved

socialize

7.3. 10 sharing

7.3. 1 Safety

respect

7.4 Demand and Products

7.4. 1 Requirements and functions

Requirements and contents

7.5 Procurement requirements

Main methods of obtaining requirements

7.5.2 Requirements acquisition when users don't know the answer.

Qualitative interview

7.5.4 diary analysis method

questionnaire survey

7.5.6 Obtaining requirements from operation data

7.5.7 Mining user needs

Requirements for record acquisition

7.6 Assessing needs

7.6. 1 Carnot model

7.6.2 Learn to subtract.

7.6.3 Product Expert Review

A/B test

7.7 Definition of Demand Priority

7.7. 1 The new product is not online.

7.7.2 Free products have been launched.

7.7.3 Information about live products

7.7.4 Pre/Post Conditions

7.8 Management requirements

7.8. 1 demand workload estimation

Request change

Demand management tool

Chapter 8 Product Requirements Document (PRD)

8. 1 Contents of product requirements documents

8. 1. 1 Version number and revision history

8. 1.2 Definitions of nouns and terms

8. 1.3 Summary of functional requirements

8. 1.4 Flowchart, sequence diagram and state diagram

8. 1.5 Detailed description of functional requirements

8. 1.6 Non-functional requirements

8. 1.7 file update and maintenance

8.2 Product prototype

8.2. 1 product prototype design definition

8.2.2 Product prototype design tools

8.2.3 Select appropriate tools.

8.3 page interaction diagram

8.4 Requirements for document quality evaluation criteria

8.4. 1 correctness

8.4.2 Feasibility

necessity

8.4.4 Priority

transparency

Verifiable

integrity

Chapter 9 User Experience

9. 1 Necessity of user experience

9. 1. 1 User experience in daily life

9. 1.2 Definition of user experience

Why does 9. 1.3 need a user experience?

9.2 Levels of User Experience

9.2. 1 is useful.

9.2.2 You can use

9.2.3 Available

9.2.4 Make good use of it

9.2.5 Brand

9.3 Elements of User Experience

9.3. 1 strategic level

Range layer

9.3.3 Structural layer

Frame layer

Presentation layer

9.4 Classification of User Experience

9.4. 1 sensory experience

Interactive experience

Emotional experience.

9.4.4 Pay attention to experience

9.4.5 Trust experience

9.5 Measurement of User Experience

9.6 How to improve the user experience

9.6. 1 Tips for Beginners on the Road

9.6.2 Guide users appropriately.

9.6.3 Whole life cycle

Exceed users' expectations

9.6.5 Treat feedback correctly.

usability test

9.6.7 Data Analysis and Mining

9.6.8 Multi-purpose and Multi-research

Chapter 10 User Experience Design

10. 1 conceptual design

10.2 information architecture

10.2. 1 organization system

10.2.2 labeling system

10.2.3 navigation system

10.2.4 search system

10.2.5 scalability

10.3 interactive design

10.3. 1 scene design

10.3.2 task decomposition

10.3.3 Task Flow Interaction

10.3.4 principle of primary and secondary.

10.3.5 direct principle

10.3.6 unification principle

10.3.7 principle of doing less.

10.3.8 feedback principle

10.3.9 symmetry principle

10.3. 10 concise principle

10.4 visual design

10.4. 1 Avoid visual noise.

10.4.2 primary and secondary, comparison, similarity and stratification

10.4.3 visual stream

10.4.4 color matching and typesetting

The same style

10.4.6 visual design evaluation form

Chapter 1 1 Usability test

1 1. 1 Necessity of usability testing

1 1.2 usability testing method

1 1.2. 1 card classification

1 1.2.2 screen recording and camera shooting

1 1.2.3 eye tracking

1 1.2.4 A/B usability test

1 1.2.5 Operation data

1 1.2.6 usability testing tool

1 1.3 usability testing process

1 1.3. 1 preparation stage

1 1.3.2 implementation stage

1 1.3.3 summary stage

1 1.3.4 usability test case

Chapter 12 UED team

12. 1 team building

12. 1. 1 team leader

12. 1.2 user researcher

12. 1.3 visual designer

12. 1.4 interaction designer

12. 1.5 front-end engineer

12. 1.6 copywriter engineer

12.2 workflow

1 strategic planning

12.2.2 demand analysis

12.2.3 interactive design

12.2.4 prototype design

12.2.5 visual design

12.2.6 front-end production chapter 13 product flow

13. 1 planning stage (plan)

Main work and deliverables

13. 1.2 Expected KPI of demand realization

13.10.3 demand briefing meeting

13.2 implementation phase (Do)

13.2. 1 design stage

13.2.2 development stage

13.2.3 test phase

13.2.4 online preparation stage

13.3 inspection stage (watch)

13.3. 1 data inspection stage

13.3.2 planning meeting stage

Chapter 14 Scrum Agile Development

14. 1 Scrum Agile Development Introduction

14.1.1scrum agile development declaration

14. 1.2 Scrum Agile Development Principles

14.2 Scrum agile development process

14.2. 1 three roles

14.2.2 four meetings

14.2.3 three objects

The value, misunderstanding and summary of 14.3 Scrum

14.3. 1 Scrum Agile Development Value

14.3.2 misunderstanding of Scrum agile development

Frequently asked questions about the implementation of 14. 3. 3 Scrum

Chapter 15 Project Management

15. 1 Case: Six sects failed to besiege Guangmingding Project.

15. 1. 1 project objective

15. 1.2 project members

15. 1.3 project plan

15. 1.4 project implementation

15.10.5 project control

15.2 project start

15.2. 1 project application

Set up a project team

15.2.3 project plan/production task book

15.2.4 project kick-off meeting

15.3 project plan

15.3. 1 work breakdown structure

15.3.2 activity sequencing

15.3.3 Resource, construction period and cost estimation

15.3.4 schedule

15.3.5 risk plan

15.3.6 communication plan

15.4 project implementation and monitoring

15.4. 1 project communication

15.4.2 project monitoring

15.4.3 change management

15.4.4 risk management

15.5 project closure

15.5. 1 evaluation and acceptance

15.5.2 project summary

15.5.3 ten stories about product operation in Chapter 16 for the record.

16. 1 Tang Bohu lights Chou-heung.

16.2 key unlocking

16.3 jishan comb

16.4 core competitiveness

16.5 magic feather painting

16.6 Hilton Hotel

16.7 doctor Bian Que

A fishing rod and a basket of fish

16.9 Matthew effect

16. 10 benchmarking theory

Chapter 17 product operation planning and strategy

17. 1 product operation plan

17. 1. 1 target user principle

17. 1.2 return on investment principle

17. 1.3 phased principle

17. 1.4 contents of the business plan

17.2 operation strategy and method

17.2. 1 open platform

17.2.2 seed users

17.2.3 Media Soft Text

17.2.4 technical tools

17.2.5 product package

17.2.6 advertising placement

Cooperation and integration

17.2.8 community promotion

17.2.9 Creative Promotion

17.2. 10 event planning

17.2. 1 1 event marketing

17.2. 12 growth system

17.2. 13 digital marketing

Chapter 18 Product Release Management

18. 1 release process

18.2 release strategy

18.3 release preparation

18.4 officially released

18.5 monitoring and adjustment

Public opinion monitoring 18.5. 1 user feedback

18.5.2 user feedback processing flow

Chapter 19 Statistical Analysis and Mining of Data

The necessity of 19. 1

19. 1. 1 data

19. 1.2 information

19. 1.3 knowledge

19. 1.4 wisdom

19.2 process

Determine the goal

19.2.2 data preparation

19.2.3 data selection

19.2.4 data preprocessing

19.2.5 mining model

19.2.6 vehicle model evaluation

19.2.7 release results

19.3 mining model

19.3. 1 clustering

19.3.2 association

19.3.3 decision tree

19.3.4 neural network

19.3.5 regression

19.4 Common tools

1 tool selection principle

19.4.2 Introduction of Common Tools

19.5 case

19.5. 1 case background

19.5.2 target determination of data preparation

19.5.3 Start digging.

19.5.4 endless excavation Chapter 20 Problems of failed teams and characteristics of excellent teams

20. 1 Typical problems of failed product teams

20. 1. 1 weak execution.

20. 1.2 team members are not harmonious.

20. 1.3 workflow is chaotic

20. 1.4 Poor communication and low efficiency.

20. 1.5 The demand changes frequently.

20. 1.6 document lacks standardized management.

20.2 Typical characteristics of excellent product teams

Excellent organizational and leadership skills

The same career vision

20.2.3 Clear team objectives

Perfect system and process

Supplementary member type

20.2.6 Reasonable performance appraisal

Learning improvement of the system

Unique product culture.

Chapter 2 1 Product Team Management

2 1. 1 product team

2 1. 1. 1 independent department product team

2 1. 1.2 cross-departmental product team composition

2 1.2 best practices

2 1.3 member evaluation

2 1.4 conflict handling

Two behavior patterns: 2 1.4. 1.

2 1.4.2 five ways to deal with team conflicts

2 1.4.3 conflict handling methods adopted in different situations

2 1.5 management of special members

2 1.5. 1 Li Yunlong-style problem member management

2 1.5.2 four ways to solve the problem of employees

2 1.6 product culture

2 1.6. 1 user positioning

2 1.6.2 Pay attention to details

2 1.6.3 data driven

2 1.6.4 Strive for innovation