Guide: On October 23-24, the HiPM Product Innovation Summit will be held at the InterContinental Hotel in Shenzhen OCT. HiPM Summit is committed to becoming a platform for product and business links, with the goal of cultivating a full-stack product team that understands users, products, experience, and operations, and is a summit that promotes cross-border learning for various positions related to products. This year's HiPM summit has confirmed that experts from companies such as Facebook, Tencent CDC, Ali, ByteDance, Youzan, JD.com, and Kuaishou will attend.
On the eve of the conference, msup interviewed the first HiPM summit, the sub-forum of effective innovation driven by product management. The speaker Jiang said that he conducted interviews on issues such as user research direction, implementation practice, and growth that are widely concerned by everyone.
msup: Hello, Mr. Jiang, it is a pleasure to interview you. Can you briefly introduce yourself to everyone?
Jiang said: Hello everyone, I am Jiang said. I come from the User Research Center of Tencent User Research and Experience Design Department (CDC). I have been engaged in user research for 10 years. products, such as WeChat, WeChat Pay, Computer Manager, WeBank, etc. Currently, he is mainly responsible for investment research and retail industry research.
msup: Many companies do not have a dedicated user research position. Some of the relevant responsibilities are undertaken by operations, some by products, and some by design. What is the general status of this position in the industry? Can you tell us about the general situation of Tencent's user research department? What is the relationship between this position and product, operation, and design? How to cooperate?
Jiang said: According to the latest issue of Tencent CDC's "2020 China User Experience Industry Development Research Report", the proportion of "user research" positions among practitioners in the user experience industry is 20.8%, and the proportion of this position in large enterprises with more than 1,000 employees than higher. There are more large enterprises setting up this position independently, while some small and medium-sized enterprises, as you said, do not set up user research positions independently. The work of user research has more intersections with project management, product, brand/product operation positions.
Tencent's user research posts are distributed in different business groups to support different types of products and company businesses, provide research services for the business, cooperate with other positions, and be responsible for products and businesses, not just products, operations, design, and user research. Cooperate with many other positions in the company. Usually, when business colleagues are confused about users and the market, they will find relevant user research colleagues to plan and answer these confusions together.
msup: What kind of research does the Tencent CDC user research team need to do in the process of consumer insight in the retail industry? Where is the biggest difficulty in this? How did you solve it?
Jiang said: For the retail industry, CDC and Tencent Smart Retail have done a lot of research. From the perspective of business type, there are those related to various retail industries, such as clothing, supermarkets, fresh food, food and beverage, etc.; from the perspective of research content, there are some about the "product power" of retail brands, and some about "operational power". etc.; from the perspective of research objects, some are aimed at consumers, and some are aimed at retailers; from the perspective of research methods, there are qualitative research face-to-face with research objects, and quantitative research based on large and small data.
From a consumer research perspective, I think one of the difficulties is that we need to understand human decision-making at the bottom level, not just in terms of behavior. Relatively speaking, consumer behavior and attitudes are relatively easy to collect information, while the underlying demand-based and psychological decision-making process is more difficult to obtain and mine, such as key points in the decision-making process, key elements of decision-making, etc. And these are the important factors that determine consumer behavior. We need to dig through effective research framework, appropriate method design, and in-depth insight analysis skills when conducting research. As a research team, we are also constantly improving our knowledge in these aspects ability. In this HiPM conference, we will also share with you our thinking and method innovations in retail industry research ideas.
msup: Many small partners who are product managers/designers have such confusion. In the future, should they take root in a certain subdivision direction, or should they dabble in different industries, which one can improve themselves faster?
Jiang said: My personal point of view is to go deep first, and then go wide. For product managers and designers, insight into the market and users, understanding of product needs, solution planning, design, and implementation capabilities all require time and project precipitation. Many advanced capabilities need to be subdivided Only by deepening the cultivation of the direction can it be accumulated, such as the ability to gain insight into the market and users. Only with a preliminary understanding of an industry can you accumulate and practice the ability to gain deeper insight, otherwise you will always get only a "primary understanding" of the market Ability. Only with in-depth practice in one direction, can we have the opportunity to forge various professional abilities from elementary to advanced. At this time, I will dabble in different fields. This time is not only the process of broadening the scope of application of my professional ability, but also the process of continuing to polish my professional ability from different directions. I believe this will "forge" in professional depth + "polish" in industry breadth What comes out must be a "boutique".
In terms of improving the professional capabilities of product managers and designers, my department Tencent CDC also hopes to provide assistance with its own professional accumulation. The tool platforms we have accumulated include the online questionnaire survey platform Tencent Questionnaire Tencent Questionnaire_Free and easy-to-use questionnaire Survey system (an online questionnaire survey platform developed by Tencent based on years of questionnaire survey experience, providing one-stop professional survey and research services from questionnaire design, delivery and collection to statistical analysis); one-stop user feedback community platform Tencent Rabbit Xiaochao https: / /txc.qq.com (dedicated to connecting products and users, so that product teams can collect user feedback at low cost and effectively); one-stop design collaboration platform CoDesign CoDesign - design collaboration, automatic labeling and cutting - Tencent Research and Design Collaboration Platform (covering collaboration needs of product managers, designers, and engineers, helping teams improve collaboration efficiency, effectively manage and use design assets).
msup: In this age of introversion, how do you maintain or enhance your own competitiveness when doing user research?
Jiang said: Now everyone talks about "compound talents", and Yongyan is no exception. My point of view is in line with what I said earlier, "Go deep first, then go wide".
First, to maintain and enhance the competitiveness of user research, first of all, there must be sufficient "foundation", that is, continuous improvement in one's professional ability, such as the ability to understand business problems, and the ability to transform business problems into research problems. Comprehension ability, research method design and implementation ability, analysis and refinement of materials and data and insight ability, etc.
Second, broaden the boundaries of the research field. After having a "foothold" of sufficient depth, continue to polish from different fields and directions, and find a position and direction that suits you.
Third, break the boundaries of capabilities. In addition to the research itself, whether we can implement the research results to form a closed loop, and whether we can accumulate our insights and methods into a tool platform to serve businesses and industries more efficiently, all of these are Questions we need to think about to improve our competitiveness.
msup: As a lecturer of the HiPM product management session, can you tell us what you are going to bring to the audience?
Jiang said: We plan to share with you our experience and attempts in the retail industry to help products through consumer insights in the form of cases. The first part will focus on consumer insights to help the apparel industry. Think about some ideas of apparel retailing, this idea can also be applied in other fields; the second part will focus on the rise of private domains today, user research through the innovation of methods, make full use of the characteristics of private domains, and use low-cost and low-cost The way of threshold is to do consumer insight in the online community and the case of empowering products. I hope that in addition to insight results, it will also inspire everyone in insight ideas and methods.
msup: As a guest speaker at the first HiPM conference, what are your messages or expectations for the conference?
Jiang said: I am very much looking forward to the thinking and inspiration brought by the "cross-border learning" at the HiPM conference, and hope to form more interesting and valuable sparks in discussions and collisions with more diverse roles.
The HiPM Product Innovation Summit will be held at the InterContinental Hotel in Shenzhen Overseas Chinese Town on October 23-24 . Mr. Jiang said that Mr. Jiang will attend as a guest speaker .
The HiPM Summit is the first product power summit hosted by msup. It connects complex and diverse product innovation scenarios, and from the perspective of more professional dimensions, hot spots and trends, it allows outstanding corporate product strategy decision makers and product innovation leaders in the industry to bring practitioners Come to the latest methods and thinking, feel the development and evolution of star products in the period of change, analyze the philosophical insights behind the instant highlights of popular products, and share the meditation after the pioneers explore, for business operators, practitioners in the product industry, policy decision makers Waiting for thinking and inspiration.
There are 15 special sessions and 55 product/operation/design related cases in this conference. Jiang said that the session that Mr. Jiang was in was an effective innovation session driven by product management. The exciting topics are as follows:
In order to help more product managers advance quickly, the organizing committee decided to give everyone a benefit. Scan the QR code below and you will have the opportunity to get a one-day experience ticket for this conference . Everyone is welcome to sign up and participate.
