Give you a one-sentence goal for this blueprint. This goal can perfectly summarize the key points of this blueprint. For example, the goal of the C-side O2O product is "to create the ultimate user online transaction and service experience around more, faster, better, and less economical"; another example is the goal of the B-end CRM product is "to build a mobile and digital management platform for the full life cycle of customers."
Let others see this goal first, and they can quickly understand the core purpose and vision of this blueprint.
2. Horizontal axis - complete user experience path
The horizontal axis of most Roadmaps is presented as a time axis, but I prefer to use the user experience path as the horizontal axis. The advantages country email list and disadvantages of the two are as follows, you can choose according to your actual situation.
1) Horizontal axis - time
Advantages: highlighting the time dimension, can clearly see what to do in each time period;
Disadvantages: No user perspective, lack of horizontal logic, more difficult to understand.
2) Horizontal axis - user experience path
Advantages: From the user's perspective, there is horizontal logic performance in series with the entire Roadmap;
This product is disassembled into several stages based on the user experience path, and then the core actions of the user are identified based on each stage, thus forming the user experience path of the horizontal axis. For example, the taxi business can be divided into three stages: before getting on the bus, getting on the bus, and after getting off the bus. The actions of each stage are as follows:
Before getting on the bus: submit the itinerary, wait for the order, wait for the driver to arrive;
In the car: take a car;
After getting off the bus: payment, evaluation, invoicing, complaint.
Identify the key stages and actions of the user experience, and draw the Roadmap under each stage and action scene based on this, which is a perfect Roadmap.
3. The vertical axis - a blueprint for a single user scenario
1) User behavior
User behavior is mainly to refine the key stages and actions of the user experience, and decompose the actions into specific user behaviors. For example, submitting the itinerary before getting on the bus is an action. The specific user behavior is to download & open the App, register & log in, fill in the itinerary (boarding point, destination, car usage time, etc.), and then submit the itinerary.
By disassembling the user behavior under this action, on the one hand, the complete user behavior can be more clearly understood, and on the other hand, the Roadmap can also be refined to each user behavior. Usually, the user behavior under the action can be disassembled according to the dimension of "affecting the conversion rate". For example, the conversion rate that affects the submitted itinerary has the following user behaviors:
Download & open the Didi Chuxing app > register & log in > select travel service > enter the pick-up point > enter the destination > confirm the ride time > select the model, and then complete the order submission; then merge the user behaviors completed on the same node and submit the final submission The user behavior under the itinerary is: download & open the App, register & log in, and fill in the itinerary.
The touch point mainly refers to what kind of person the user contacts in the above-mentioned action process. The touch point here can be divided into two categories:
System touch points: refer to which core functions of which systems the user touches in the above actions
Person contact point: refers to which person the user comes into contact with during the above actions
For example, under the action of waiting for the driver:
System contact point: Waiting for the driver page (check the driver's estimated time of arrival, license plate number, etc.)
Personnel contact point: The driver contacts me, I contact customer service
Sorting out the contact points under key stages and actions is to better understand the existing functional support and personnel contact points. Based on the system and human touch points, build a Roadmap under the corresponding action, and ultimately improve the user experience and conversion rate under the action.
3) User blueprint
This link of user blueprint is the core link of Roadmap, which should include the following elements:
Based on the user's pain point under this action, output the corresponding blueprint content (ie, product solution), which can be one or multiple. The content of the output should be able to describe "what the product success looks like" under the action.
From the user's perspective, it looks like the action is successful. For example, to submit an itinerary, for users, the appearance of success is to be able to submit the itinerary quickly. According to user behavior, it can be disassembled into three blueprints: download & open faster, register & log in faster, and submit itinerary faster.
Scheduled completion time
With the content of each blueprint, it is necessary to clarify when the launch can be completed. Because the Roadmap is usually output by year, the planned completion time can be accurate to the month.
To evaluate the completion time of the plan, it is necessary to take into account the difficulty of the content of the blueprint, the realization cost, the degree of difficulty, the labor cost, and the total time-consuming of product research, output plan, development and testing involved in the process, and finally output the corresponding plan. Complete the time, rather than clapping your head to write a time point.