边际效用是指其他投入固定不变时,连续地增加某一种投入,所新增的产出或收益反而会逐渐减少。也就是说,当增加的投入超过某一水平之后,新增的每一个单位投入换来的产出量会下降。
流程优化的目的是找到边际效用的临界点,使效率达到最大值。就互联网产品开发而言, Scrum敏捷性开发已经相当完善,被众多企业所认可并复制,但经理们把这套流程套用到自身企业中,还是需要去优化。
百度百科这样解释流程,指水流的路程;事物进行中的次序或顺序的布置和安排;或指由两个及以上的业务步骤,完成一个完整的业务行为的过程。这里强调的是流程的客观因素,没有考虑到流程中主观能动性。我定义的流程是以人为本,以目为导向的具有自我能动性的并会因意识为转移的不可复制的过程。因为流程是人在特定状态下制定的。
我认为理论只是登上巨人肩膀的梯子,在此基础上去优化,不断追求帕累托最优,适合企业的流程的才是最好的流程。如何知道需要去优化?怎么去科学优化?优化达到什么样的效果?本文将以产品设计简单的去解读一下。
如何知道流程需要优化?
在注册用户基数较大(不同行业的标准值不一样)的情况下,数据中的转化率是判断是否优化流程的重要(不同行业的占比不同,但必须要大于50%)依据,当数据在同比/环比数据降到(在观察的范围内没有其他特殊的情况影响用户购买)闸值的时候,我们就需要着手改变这个流程了。根据大数法则,当数字趋于无限大的时候最终将归于平均值!譬如无穷大的投掷质地均匀的硬币时,正反面的概率都是50%。所以不要去相信偶然,抓紧动手去改变!另一个原因是单纯为求变而变,一个点子引发质的变化,正所谓穷则变,变则通,通则久!
怎么去科学优化?
定性调研,根据《以用户为中心的设计》一书中,把调查分为目标、行为、观点三个部分。首先我们需要找到对产品有需求的非核心的用户,把我们的产品直接让他使用,观察一段时间(根据自己的调查的目标而定,1-5分钟)的观察,之后询问用户的目标、观点,然后结合观察的用户的行为,做一个对比,这样就可以明白我们的优化步骤是什么了!
没有意愿用户怎么办,画流程图就是一个绝佳的方式,我们把用户使用、步骤到目标的路径分别进行绘制,之后把每个环节进行无意识的连接,之后有意识地思考路径的合理性,之后一一进行排查。找到合理的最优路线,切记流程在符合用户目前的期望和认知!!
优化达到什么样的效果?
达成什么样的效果需要根据自己的目标而定,需要根据自己业务挂钩,网上公开的数据,内购率需达到2%以上。
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