产品设计体会（1000）用户与需求，系列说明

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食色性也，一位同学给出过很扯蛋的解释：食是为了生存，保证个体延续，色是为了繁衍，保证种族延续，这是生物，当然包括人，的本性，即最基本需求。一直很赞同马斯洛的需要层次理论，需求深挖到底，总是那几种最基本的需要。

为什么人会有需要？因为生活中存在太多的问题，而问题就是“理想与现实的差距”，那么用户有“减少甚至消除这个差距”的愿望，就产生了需求。我们之所以决定设计一个产品，肯定是为了解决某些问题。

产品设计是端到端的过程，端即用户，也就是从用户中来到用户中去，最最开始的源头就是“为用户解决问题，满足其需求”，所以我把这个系列又叫做“产品之源”，并且觉得一名产品设计师（产品经理）应该从这里开始。

一说需求采集，主要介绍了用户研究的方法，谈了从用户处采集需求和从数据里采集需求的一些注意点，举了几个应用实例：需求探针、用户大会、可用性测试。今后还可以添加的内容很多，比如采集渠道，可以包括产品的“广义用户”，经销商、市场团队、客服、测试、老板等等。

注意这里我没有用客户一词（customer）而是用了用户（user），区别在于客户是买产品的人，用户是用产品的人，并不能等同，企业级产品尤甚。而“广义用户”可以理解成所有和产品有关的人。

二说需求分析，将用户需求变成产品需求。用户需求往往是Want（想要），我们要先归纳出Want背后根本的欲望，再分析出合理的Need（需要），并通过产品需求（比如说业务架构图，明显不是用户提出来的而是我们分析出来的）的形式表现出来。这中间，就需要我们筛选需求，分类、评优先级……

另外可以思考一句话：“用户是为想要的东西买单，而不是需要的”，这其实是短期利益和长期利益的权衡，如果是一锤子买卖，卖出以后又不用售后，实用主义，不妨做用户想要的东西。

三说需求管理，任何东西多了都需要管理，介绍了一个很实用的excel列表，可以用来管理一个个需求点，以及如何跟踪和控制变更，强调要关注性价比，少做就是多做。

整个系列还参考了自己参加的一次需求工程、一次需求管理培训的内容，删去大多数理论的东西，提取出一些便于小团队实战的内容。

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