嚴選 B 端產品設計原則

{"type":"doc","content":[{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"背景"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"每一款產品，在不斷迭代和創新的過程中，都是以滿足用戶需求，解決用戶痛點以及創造用戶價值爲目標的。業界共識的產品分類方法有許多，例如："},{"type":"text","text":"根據服務的對象可分爲 toC 和 toB；"},{"type":"text","text":"按客戶端可分爲 wap、app、web；"},{"type":"text","text":"按需求類型可分爲社交、交易、內容、工具、遊戲等等；"},{"type":"text","text":"在每個大的類別下，又會出現非常多的領域細分，非常複雜。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"網易嚴選作爲一個新消費品牌，兼具了消費品牌和電商的特性，產品上首先必須滿足交易類購物的 toC 屬性，同時由於背後整個商品、營銷、供應鏈以及數據體系的支撐，也建設了一套 toB 的產品矩陣。ToB 的需求相較於ToC，通常是相對明確的，根據客戶訴求進行迭代即可。但是當業務和系統都複雜到一定程度時，設計階段缺乏足夠的把控和思考量，就容易埋下隱形的坑。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"以產品視角出發，通常我們會把產品設計過程分成 4 個階段，即，"},{"type":"text","marks":[{"type":"strong"}],"text":"產品定義、產品設計、產品研發和產品運營，這 4 個部分不斷迭代演進，就是整個產品設計的過程"},{"type":"text","text":"。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"產品定義"},{"type":"text","text":"需要明確用戶、場景和價值這三件事。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"產品設計"},{"type":"text","text":"是基於場景拆分用戶的使用任務以及路徑，在此之上建立的架構、功能、內容以及交互。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"產品研發"},{"type":"text","text":"是把設計落地實踐並檢驗的過程。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"產品運營"},{"type":"text","text":"是指上線後針對市場和用戶所做的營銷、推廣及雙向反饋。"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"其中，設計環節是重中之重，其質量的好壞基本奠定了產品之後的走向，無論是產品、研發、測試還是交互的同學都有機會重度參與到設計的每個環節中。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"今天，我們先"},{"type":"text","marks":[{"type":"strong"}],"text":"就 toB 產品體系"},{"type":"text","text":"，"},{"type":"text","marks":[{"type":"strong"}],"text":"針對產品設計階段"},{"type":"text","text":"，總結一些通用的產品設計原則。有了整體原則，才能保證我們日常交流中有一致的認知共識和溝通語言。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"一些設計的原則"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"1. 系統要有明確的邊界，服務要有明確的歸屬"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"當產品矩陣有限時，系統邊界通常是明確的。但是，在業務領域多形態及交互複雜的情況下，往往會伴隨很多邊界和協同的問題，相同或類似的功能沒有歸屬，就會導致重複開發並且推高維護的成本。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"比如供應鏈系統中需要記錄商品與倉庫之間的綁倉關係，指定一個商品只能放在哪個倉庫裏（由於存儲和配送條件的限制，商品無法任意放）。起初，綁倉關係只用於採購送貨，入口開放在商品中心。隨着業務複雜度提高，出現了倉間調撥和履約等場景，繼而出現了五花八門的綁倉用法，長在了倉配工作臺，庫存中控臺等各個業務系統上。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"系統缺乏邊界感，對“綁倉關係”缺乏明確的定義和歸屬，導致了採購、調撥和發貨環節，對這份信息反覆存儲迭代修改，引起了很多不必要的誤會。“綁倉”到底歸屬於哪一個系統邊界，這是在設計系統和增加服務之初就應該嚴格確定好的內容。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/45\/1a\/45fe65f77008a998ed2864e4bd8e601a.jpg","alt":null,"title":"","style":[{"key":"width","value":"100%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"2. 交互的系統達到一定數量問題頻發時，就要警覺秩序的重要性"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"系統建設的初期，我們常常會以“走通”和“夠用”爲前提，不做過多設計。但隨着業務體量和複雜度的升級，單點的問題會被放大或衍生出新問題，這個時候，建立一套通用規則來約束系統間的交互，並且，針對不同程度的“違約”，配合不同等級的管控措施就非常必要。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"一個典型的例子就是庫存系統，消費者在嚴選主站的購物行爲會觸發一系列的庫存狀態，最簡單的場景是消費者對某商品下了一個訂單，隨着訂單的狀態從下單，到支付，再到出庫，對應商品庫存也會經歷連續性的狀態變化。可是當場景變複雜了呢？考慮逆向取消和售後場景呢，商品在主站外的其他渠道售賣的場景呢? 當上遊一堆服務同時對同一個商品庫存狀態發起密集的調用指令，但是這些調用指令又沒有很好的規範（如單狀態重複調用，連續狀態跳躍式調用，調用未完結等等），就會引起一連串的庫存“事故”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"此時，在上游與庫存狀態的交互中建立一套完整的調用規範就非常有必要。如何定義調用是合規的，如何確定調用動作的完結？針對不同的異常，如何建立違規等級，不同的等級給予不同的防禦規範，這些問題又可以衍生成如何監控，幫助用戶快速定位問題的工具，自動修復等等，都是產品功能設計需要考慮的內容。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"中後臺系統，特別是符合中臺屬性的底層服務，跟其他產品交互的概率很大，都需要認真思考規範和秩序的問題。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/76\/1f\/76b3fe3fb04e13f911dd97ccfa25af1f.jpg","alt":null,"title":"","style":[{"key":"width","value":"100%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"3. 基於對象抽象規則，遠比端到端的流程線上化重要"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"前文提到 toB 相對於 toC，有一個顯著的特點就是，通常都有比較明確的用戶需求，把明確的客戶流程搬到線上是重要的一環。那麼問題來了，是不是條理或邏輯清晰就是一個優秀的產品了呢？答案當然不是，這是個必要而非充分條件。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"許多情況下，僅僅對流程做清晰的梳理，然後一步一步搬到線上，做到了搬磚，但並不是個好的實現方式。對於一條比較通用的功能，在設計時，對規則和能力做必要的抽象，能將一個單點的功能轉化成一個拓展性良好的通用能力。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"再來看一個案例，比如疫情期間武漢封城，除了醫療物資外其他所有日用商品一律不能配送，業務提前知道了這個風險，就希望嚴選系統針對武漢地區把除了防疫物資以外的商品訂單卡住，不要下發給倉庫和快遞公司，只把防疫物資正常下發。聽起來是個非常簡單的功能，按既定規則訂單打標並卡住即可。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但仔細想想，卡單是一個特殊還是通用功能呢？其實是比較通用的，倉庫或者快遞承運商出了故障，前臺配置錯誤導致訂單需緊急召回，直播等等情景都可能觸發“系統卡單”這個功能。想到了這一層，產品設計就不應該簡單的只針對單一場景做線上化，而是將系統卡單抽象成，第一條件設置（訂單、用戶、商品、地址等等維度）、第二規則引擎（條件組合及優先級的拼裝）、第三業務決策（是否拆包、卡單、定時推單），這三個通用步驟來組裝以滿足更多的場景。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"流程抽象=前置條件+規則引擎+決策動作"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"以上，我們談到了產品設計的三個通用原則，基於篇幅的限制，其他原則就先不一一說明了。很多原則其實也不僅僅適用於 B 端或者產品端，做運營做系統做數據，最基礎的底層原則其實是相通的。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/bc\/5b\/bce9bec9546ff91766e53440d6a9ca5b.jpg","alt":null,"title":"","style":[{"key":"width","value":"100%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"寫在最後"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"很多優秀和聰明的同學經常問，我的工作能力不錯呀，領導交代的任務都辦好了，不知道下一步如何提高了。答案很多，其中一條簡單且質樸的是，通過辦好一件事，是否認真地思考過，爲什麼要這麼做而不是那麼做？幾件事情之間有什麼內在聯繫和規律？你能精準而獨到的提煉麼？易於被別人理解和記住麼？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"通常，我們稱規律背後的解決方法叫做方法論，提煉出方法論的前提是理解事情的“底層邏輯”，底層邏輯在面臨變化的時候，總能應用到新的變化裏，產生出新的方法論。"},{"type":"text","text":"無論是方法論還是底層邏輯，都需要首先經過大量的實踐，充分的內化和提煉。我們每天都在經歷很多實踐，但是，請不要忘記了找規律和方法。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"共勉~"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"作者簡介"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"孫妍：2018 年作爲一名新人加入網易嚴選，擔任供應鏈研發及數據總監，負責供應鏈產品和數據體系的搭建和發展，同時兼任中國連鎖經營協會 CCFA 供應鏈專委委員。15~18 年期間曾在阿里巴巴旗下的菜鳥網絡負責過商業智能部、菜鳥裹裹 APP、菜鳥驛站等產品及業務的數據工作。更早的時候在亞馬遜 Global Supply Chain Optimization 團隊參與了亞馬遜全球供應鏈的計劃、履約、庫存等系統的建設和優化。"}]},{"type":"horizontalrule"},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"頭圖"},{"type":"text","text":"：Unsplash"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"原文"},{"type":"text","text":"："},{"type":"link","attrs":{"href":"https:\/\/mp.weixin.qq.com\/s\/TKbMvWpinukNvHB5yNrKCQ","title":"","type":null},"content":[{"type":"text","text":"嚴選B端產品設計原則"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"來源"},{"type":"text","text":"：嚴選技術產品團隊 - 微信公衆號 [ID：YanxuanTechProd]"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"轉載"},{"type":"text","text":"：著作權歸作者所有。商業轉載請聯繫作者獲得授權，非商業轉載請註明出處。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}}]}