Monday 6 December 2021

5W2H how helpful for Product business processes?

Based on their own experience, the author summarizes the individual business process design methods to share for everyone to do reference, mainly for product managers who have just entered this field.

in the process of product design, it is inevitable that the design of the product's business processes, which are often multi-user, multi-role, and even multi-enterprise collaboration, ultimately achieve the ultimate goal.

for example:

To C e-commerce product design process: the main business process is: merchants release goods→ users select goods→ users buy goods→ Merchants process orders → Logistics and distribution consignment notes → the user receives the goods. In this mainline business process, merchants, users, payment companies, courier companies work together to achieve the ultimate goal of end-user online purchases of goods.

There are also relevant business processes in the design of To B transaction products: buyer release information→ Seller docking information → The two parties sign a contract → the buyer pays the purchase price → the seller performs the delivery. Therefore, here individuals by virtue of experience summed up the individual business process design methods to share for everyone to do reference, mainly for product managers who have just entered this field, old drivers please automatically ignore.

the entire design process is divided into the following five phases:

Combing business process: mainly using 5W2H method to obtain the actual situation in the real scene, even if there is no reality scene can be referenced, but also to comb, can not be ignored.
cut-out goals: cut the primary business phase goals and sub-business objectives of each role task in the business process in the main business process. and you can use this as the main basis for slicing the page.

key target features: carefully get the key elements that different users need to accomplish different sub-goals, and classify and grade the features.

user page design: design user pages based on the above analysis, excluding the overall architectural design of the site. includes only page flow, page layout, interactive design, copy design, and so on.
target user testing: bring a designed page into the original scenario for testing, have the ability to invite the target user and use accessibility tools to help obtain test results and adjust them.

here i focus on the previous three points combing process, the fourth point of detail design and the fifth point of test validation is not mentioned here.

Combing business processes

Combing a business process is a complex process that is based on an actual business scenario to obtain business information and then abstract a business process with the participating object as the node. This process should include 5W2H content: Who, What, Why, When, How to, How much, which can eventually be presented at a glance through tools such as swimway diagrams.

Who: Users, all parties involved throughout the business process

here are a few things to be reminded of:

not only customers, merchants, may also involve the platform side of the service personnel, such as: shop junior two, matchmakers and so on.

For category b product customers, merchants may not only be a single role, but may also involve multiple roles, such as: salesperson, in-house, finance personnel, at different stages of participation and participation are different.

May involve people other than product positioning, such as executives. early excavations are not done, but they also need to be collected to understand the role of their involvement.

What: Goals, that is, what users need to accomplish

this can be used as a basis for later splitting pages.

For 2C e-commerce products, such as: release goods, select goods, purchase goods, process orders, distribution of goods, receiving goods.

For 2B products, such as: release requirements, docking requirements, sign contracts, payment of goods, performance delivery, etc.

of course, these are some of the relatively larger phased goals that users need to accomplish at a certain stage of the business. these goals require further subdivision processing in the following to disassemble sub-goals as a basis for later segmentation of the page.

Why: Why, understand why users need to accomplish their goals

this involves whether the design process and pages can be optimized and adjusted, and whether nodes can be removed from the process. combing business processes is not a simple copy, need to analyze the existing actual scene of the need for nodes, existing processes can be optimized or adjusted, know why can effectively help you judge.

for example, the adjusted price after the order is generated is the source of the bargaining behavior between the user and the merchant. this node can be thiperized if it is in a price process. and why is more important than what it is, just focus on what is the question, which is the end of sherburne.

Where: Location, which explains where the user will accomplish the goal

Location affects the entry point you provide to the user to accomplish the goal, such as: the order processing staff's office is mostly in the office, the work environment is mostly on the pc side, if only the mobile page is not in line with the scene. warehouse managers often need to order goods, warehouse is likely not to carry mobile phones, will not sit in front of the pc, so it often provides professional intelligent terminals, such as pos machines, code guns and so on.


When: Time, which explains when the user will complete the goal

Time affects the interactive design content that you provide to the user to accomplish the goal, such as: working hours, the user's achievement of the goal may be due to their own work, the need for information as detailed as possible, and even the true source of the information has been considered. but if it's in your spare time, users may not have the will to do the detailed work, and a simple hand-over or shelving, approval, etc. is a better option. 

In addition, in the visual design process, the page design used at night and the page design used during the day are different, such as the night mode of micro blogging.

How to: How to accomplish your goals


This process really reflects the current scenario of how the user operates and processes. it is worth mentioning that this link needs to pay special attention to user habits, need to dig deep user habits. in the subsequent design is best to be able to fit user habits or be able to fine-tune it, if there is no policy requirements (industry, enterprise mandatory orders), it is best not to make major changes.

For example: many enterprise store clerks operate the work computer, switch information input box is operated by tab key, and has been the habit of top-down, from left to right. But the new design page has a large mouse action button on the right, and the focus is set here when you go to the page, which changes their operating habits and makes users feel uncomfortable. Similarly, financial personnel often use the keypad to enter numbers, and if the interaction design changes to mouse clicks on numbers to prevent errors, users will feel very uncomfortable.


How much: The cost of achieving its objectives


This is an important aspect that can impress users. if you can upgrade the charge to free, turn the real value into value for good value, or give users more experience on the basis of equal value, it will be the killer of the product.

The above is to comb the business process needs to make clear the relevant content, access to this information can be learned through: field research, user interviews, scene observation and other methods. after learning, the relevant content classification combed into the integration of the above points, can be shown through the "scene list" and "swimway map." (the following cases are fictitious and should not be taken seriously)

Swim way map:

It's important to note that traditional business requirements combing often draws a business process diagram that focuses on business processes, often with the disadvantage of a lack of users.

therefore, it is clearer to combine the swim way map with the business process map.

Cut the molecular target


As the business is groomed, we get the user's business goals at different stages, which are phased business goals that are designed to drive business completion, but can also be split into smaller dimension sub-goals when the user actually accomplishes those goals. for example: the user's goal is to find the right product, in the process can be split into looking for product classification, browse the list of goods, browse a single product multiple sub-goals.

in addition, the benefits of cutting molecular targets are:

  • according to the phase goal and sub-goal split page, you can initially judge that a single page to complete a sub-goal is appropriate.
  • split size targets can assist in the next third step to fine-key page layout and target features.
  • split size targets can be prepared for user testing.
  • the slicing page can follow the following rules for your reference:


In the same business process, different users complete the phased goals, must be split into different pages. in the same business process, a phased goal accomplished by the same user needs to be split into a single page. for example, the user selects the item and the user buys the item, both of which are phased goals, split into two pages.

In the same business process, different sub-goals of the same phased goal can be split into different pages or merged into one page. 


For example, if the order processor processes an order, if you first need to know how many orders need to be processed, you need a separate page; however, if the scene switches to a customer service person to handle the order problem, you can directly query the order by entering the order number on a page, there is no need to split the page.

Fine keying target features

When the scene is sliced through the stage goals and sub-goals, it enters the page design phase:


First, based on the user usage scenario, comb through the page process that completes the implementation of the page designation goal (which can be a phase goal or a sub-goal) and mark the action points. for example, the order manager audits whether the order information is correct, and the flowchart is as follows:

Therefore, to complete this goal needs to be dismantled into the following operating points: query unexcused orders, query individual orders, fill out notes, transfer customer service processing, transfer warehouse shipments.

Second, the information is filtered based on the page process. the principles of information filtering are as follows:

  • to retain necessary information: to retain information that is necessary during a page operation, such as order time, order number, order type, and so on.
  • hide information you want or not: some information in special scenes affect the user's judgment, need to show, under the general scene do not need to show, it is necessary to hide, the user on demand to carry out the present. for example: the order is a problem of the historical order, here only need to mark, if you need questions can open the query history update record.
  • remove unnecessary information: not the necessary information does not work for the current user decision, and stacking on the page may affect the user's processing efficiency and be deleted directly. but be warned, unnecessary letters
  • information is relative, such as buyer information, in the screening of unprocessed audit orders, is invalid information, direct deletion does not need to be displayed;

finally, the card method can be used to classify the contents of the information that are retained and the relevance of the information.

User page design (this article is not exhausted)

design user pages based on the above analysis, excluding the overall architectural design of the site. includes only page flow, page layout, interactive design, copy design, and so on.

Target user testing (not exhausted in this article)

Target user testing is an important means to correct the design effectively after the prototype design is completed. In the face of ToB products, it is best to invite the actual user based on the design of the prototype for user testing.


User testing has several benefits:

  • Avoid waste: user testing with prototypes can optimize earlier detection of design flaws and avoid wasting visual and research and development resources.
  • Expert review: ToB product users, most of whom are expert users, are more likely to get expert reviews than they need to, and getting expert reviews can help the product get closer to user habits.
  • Build expectations: ToB product user testing can build user expectations for target users and facilitate later promotion.
  • Develop training tools: ToB product user testing can provide early feedback to the design team user feedback, facilitate the development of user training tools at a later stage, and build a problem library in advance.

Comprehensive above five steps, mainly business process combing, design, verification process, does not involve the construction of product functional architecture and subsequent design and development content, purely a summary of personal methods, to provide you with reference, welcome to exchange.

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