常见product analytics cases总结 | StellarPeers

分享一些常见的product ananlytics cases思路以及案例。搬运自StellarPeers: https://stellarpeers.com/blog/
求加米~好多帖子都看不到QwQ

Analyze product metric decrease
https://stellarpeers.com/blog/drop-facebook-groups-usage/
    * Clarify. Ask for clarification if you are unclear about what the interviewer is asking.
    * List high-level reasons. Start by listing the high-level reasons, components, or user behaviors that are causing the problem.
    * Gather context information. Ask questions to understand the context of the problem. For example, is the problem regional? Is the problem a one-time event or progressive?
        * TIME: Is the decline in engagement a one-time event or has it happened progressively? If it is a one-time thing, then it is possible a technology glitch caused the problem, such as a downtime in the services that support Facebook Groups. Therefore, I would ask if there were technical problems that coincided. If the decline in engagement is progressive, then the cause is still there, and we can dig deeper into data, which I will go through later.
        * REGION: Is the decline happening in an isolated region? If this is true, the problem might be related to a country’s regulations or a competitive product in that region. For example, if there is a new competitive social-group product that is more suited to the social mores of the region than Facebook, I would do some ethnographic studies on that population to understand their needs better; and I would consider developing features for those needs.
        * PLATFORMS: Is the decline happening on specific platforms, like iOS, Android or others? If so, I would compare the drop of Facebook Groups engagement on each platform with engagement across all platforms. As long as the overall engagement metric is steady, I would not worry much about the decline of engagement on a particular platform. Users could be, for example, switching mobile platforms and still using Facebook Groups.
        * OTHER FEATURES: Is the decline in engagement happening in other Facebook features besides Facebook Groups? If so, then there is a much bigger problem, and we would need to look at the overall engagement of the entire platform.
        * COMPETITORS: Is the decline in engagement also happening in competitive products? This data is difficult to come by, but if this were true, then the cause is also affecting other companies. For example, the decline in engagement could be a PR problem with privacy perceptions about social networks. This kind of problem would be out of scope for a product team and best handled by a corporate management team.
    * Discard issues outside of scope. If the answers to questions about context are outside the scope of Facebook Groups features, discard them.
    * Establish a theory of probable cause. For each of the high-level reasons, components or behaviors you mentioned, recursively ask yourself why are these problems occurring, and list possible causes.
    * Explain how to test your theory and fix the problem. Describe how you would test each probable cause. If possible, explain how you would resolve the problem.

Favorite product and why
Pick a product you love. Do not pick a product that you think would be a good example. You are more likely to have unique insights, if you personally connect with the product. You also want your excitement and passion to show. Key areas to discuss:
The product:
    * What is your favorite product?
    * What does it do?
    * Who are users and what do they want to do with the product?
How does your favorite product delight the user?
    * Mention three things the product does that delight the user.
    * Is there something about the business model that is essential for the user?
    * If users are emotionally attached to the product, why do you think that is?
How do competitors or alternatives compare?
    * What are the alternatives?
    * Why are those products not preferred?
How would you improve your favorite product? (optional)
    * Which metrics can be improved (e.g. customer base, retention, conversion, and engagement)?
    * Describe use case scenarios.
    * What would you change or add to the product to support these use cases and improve the metric?

Feature to build next
    * Describe the product and what it currently does.
    * Compare the product with competitive offerings.
    * Based on your previous analysis, state what the goal of the new feature should be.
. check 1point3acres for more.    * Brainstorm use cases and prioritize them.
    * Brainstorm solutions and discuss tradeoffs.
    * Make a recommendation.
https://stellarpeers.com/blog/new-feature-design-amazon-echo/
CIRCLES:
C — Clarify. Ask clarifying questions to narrow the scope.
I — Identify the users/customers as personas such as food lovers, soccer moms, etc.
R — Report on the user’s needs (use cases). A use case is an activity that a user would like to do relative to the product.
C — Cut through and prioritize the use cases based on attributes such as revenue, customer benefit, complexity, etc.
L — List solutions.
E — Evaluate the tradeoffs of your solutions.
S — Summarize:
    * State which solution you would recommend.
    * Recap what the solution does and why it is beneficial.
    * Explain why you prefer this solutions

Product Improvement & Market Share
https://stellarpeers.com/blog/in ... share-google-cloud/
    * Talk about the product’s strengths and weaknesses relative to competitive products.
    * Who are the market leaders in this market?
    * What are the market and technology drivers?
    * Given the competitive state and market drivers, suggest growth strategies that touch on these points. Examples of some growth strategies are: growth by offering additional products, growth by strengthening the product’s competitive position, and growth by expanding to related or new markets organically or via acquisitions.
    * Summarize the opportunities for growth and your recommendations on how to exploit them.

Product Launch
https://stellarpeers.com/blog/la ... erless-car-service/
    * Clarify. Ask clarifying questions, if you are not sure about something.
    * Analysis. Go through an analysis of the the product, customers, competition and market before talking about how you would design a product launch. This analysis will help you determine what the goals and launch activities should be.
    * Product. What does the product do? Which problems does it solve for users/customers?
    * Customers. Who are they? What do they want to achieve by using your product?
    * Competition. Who are the main competitors? How do their offerings compete with yours? What are their strengths and weaknesses?
    * Environment. Are there any regulations and trends that may affect a successful launch?
    * Product Launch Design
    * Wrap up. Summarize what the product launch goal is, what your strategy is, which launch activities you recommend, and how you will measure success.
* Product Launch Design:
Goals — What should the launch goal be? (e.g., The validation of market fit? To be profitable ASAP? Ensure positive reaction at the expense of slower growth?)
Strategy — The following questions will help you think about a plan that will achieve the goals:
    * Which market will you choose to launch the product in?
    * Will you control growth through invitation or make a huge announcement?
    * Will you rollout a limited version to launch earlier or full product?
    * Are there risks you are worried about?
Implementation — Break down the implementation into three phases: pre-launch, during-launch, and post-launch.
Pre-launch:
    * Marketing — which inbound and outbound marketing activities will you use to reach your target market? (e.g., inbound: social marketing, content marketing, SEO; outbound: online advertising, PR, offline advertising, events, trade shows, etc.)
    * Partnerships — will there be any co-branding, co-sales, or mutually beneficial partnerships?
    * Any pilot programs before launching at full scale?
During-launch:
    * Marketing — what inbound/outbound activities will you implement?
    * Distribution — which distribution channels will you use? (e.g., online website, retail stores, distributors, resellers)
    * Partnerships — will you partner with a company for co-branding for example?
    * Pricing — what pricing strategy will you use? (e.g., pricing-leader, penetration pricing, value-based pricing, etc.)
Post-launch:
    * How will you measure success of the launch?
    * If it was successful, what will you do next?
    * If the launch was not successful, what will you do next?

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