新產(chǎn)品難產(chǎn)，是新冠疫情的鍋嗎？
Verne Kopytoff
2021-02-20
在正常時(shí)期打造一款熱門產(chǎn)品本就是一件難事。然而在新冠疫情期間，考慮到產(chǎn)品設(shè)計(jì)師無法在同一個(gè)房間內(nèi)工作，而且消費(fèi)者需求較疫情前發(fā)生了很大的變化，開展這項(xiàng)工作更是難上加難。
設(shè)計(jì)公司IDEO的首席運(yùn)營官伊安?羅伯茨在《財(cái)富》雜志于上周舉行的在線討論會上說：“在疫情爆發(fā)的前兩個(gè)月，我們一直在焦急地思考應(yīng)該如何開展我們需要做的事情?！?/p>
然而一段時(shí)間過后，很多公司對于新的現(xiàn)實(shí)有了較為清晰的認(rèn)識?？紤]到人們會花更多時(shí)間居家生活，產(chǎn)品團(tuán)隊(duì)對自身的工作進(jìn)行了改進(jìn)。他們意識到客戶休閑時(shí)光和工作時(shí)光的界限變得越發(fā)模糊，而且他們還意識到了在線購物的加速發(fā)展。
連鎖藥店沃爾格林（Walgreens）的母公司沃博聯(lián)（Walgreens Boots Alliance）的全球首席技術(shù)官邁克?瑪瑞斯卡描述了公司遇到的困境。在新冠疫情初期，公司很快發(fā)現(xiàn)店里的客流量出現(xiàn)了下滑。他的團(tuán)隊(duì)不得不立即創(chuàng)建了一個(gè)系統(tǒng)，從而讓客戶能夠在線下單并于30分鐘后在店面取貨，以減少客戶在店內(nèi)的等待時(shí)間。關(guān)鍵在于了解公眾的需求。
他說：“這個(gè)時(shí)期充滿了挑戰(zhàn)?！?/p>
微軟（Microsoft）的視頻游戲主機(jī)Xbox背后的團(tuán)隊(duì)亦成為了新冠疫情的鞭策對象，而且疫情也迫使員工居家遠(yuǎn)程工作。在正常時(shí)期，打造新游戲要求團(tuán)隊(duì)面對面地交流大量的細(xì)節(jié)，這個(gè)過程難以輕易地被視頻會議、郵件和短信息所取代。Xbox的總監(jiān)張海燕（音譯）說，在2020年上半年，該團(tuán)隊(duì)一直在嘗試解決這個(gè)問題。她覺得情況有所改善，但依然無法取代面對面的合作優(yōu)勢。
張海燕說：“這個(gè)創(chuàng)意流程變得更加困難。”
她還指出，Xbox用戶也改變了其習(xí)慣。尤其在疫情初期，人們的休閑時(shí)光和工作時(shí)間開始融合。這意味著人們在以前正常的工作時(shí)間也會玩游戲。
張海燕說：“人們會花半個(gè)小時(shí)玩游戲，半個(gè)小時(shí)開Zoom會議。他們真的需要放松一下自己。”（財(cái)富中文網(wǎng)）
譯者：馮豐
審校：夏林
在正常時(shí)期打造一款熱門產(chǎn)品本就是一件難事。然而在新冠疫情期間，考慮到產(chǎn)品設(shè)計(jì)師無法在同一個(gè)房間內(nèi)工作，而且消費(fèi)者需求較疫情前發(fā)生了很大的變化，開展這項(xiàng)工作更是難上加難。
設(shè)計(jì)公司IDEO的首席運(yùn)營官伊安?羅伯茨在《財(cái)富》雜志于上周舉行的在線討論會上說：“在疫情爆發(fā)的前兩個(gè)月，我們一直在焦急地思考應(yīng)該如何開展我們需要做的事情。”
然而一段時(shí)間過后，很多公司對于新的現(xiàn)實(shí)有了較為清晰的認(rèn)識。考慮到人們會花更多時(shí)間居家生活，產(chǎn)品團(tuán)隊(duì)對自身的工作進(jìn)行了改進(jìn)。他們意識到客戶休閑時(shí)光和工作時(shí)光的界限變得越發(fā)模糊，而且他們還意識到了在線購物的加速發(fā)展。
連鎖藥店沃爾格林（Walgreens）的母公司沃博聯(lián)（Walgreens Boots Alliance）的全球首席技術(shù)官邁克?瑪瑞斯卡描述了公司遇到的困境。在新冠疫情初期，公司很快發(fā)現(xiàn)店里的客流量出現(xiàn)了下滑。他的團(tuán)隊(duì)不得不立即創(chuàng)建了一個(gè)系統(tǒng)，從而讓客戶能夠在線下單并于30分鐘后在店面取貨，以減少客戶在店內(nèi)的等待時(shí)間。關(guān)鍵在于了解公眾的需求。
他說：“這個(gè)時(shí)期充滿了挑戰(zhàn)。”
微軟（Microsoft）的視頻游戲主機(jī)Xbox背后的團(tuán)隊(duì)亦成為了新冠疫情的鞭策對象，而且疫情也迫使員工居家遠(yuǎn)程工作。在正常時(shí)期，打造新游戲要求團(tuán)隊(duì)面對面地交流大量的細(xì)節(jié)，這個(gè)過程難以輕易地被視頻會議、郵件和短信息所取代。Xbox的總監(jiān)張海燕（音譯）說，在2020年上半年，該團(tuán)隊(duì)一直在嘗試解決這個(gè)問題。她覺得情況有所改善，但依然無法取代面對面的合作優(yōu)勢。
張海燕說：“這個(gè)創(chuàng)意流程變得更加困難。”
她還指出，Xbox用戶也改變了其習(xí)慣。尤其在疫情初期，人們的休閑時(shí)光和工作時(shí)間開始融合。這意味著人們在以前正常的工作時(shí)間也會玩游戲。
張海燕說：“人們會花半個(gè)小時(shí)玩游戲，半個(gè)小時(shí)開Zoom會議。他們真的需要放松一下自己?！保ㄘ?cái)富中文網(wǎng)）
譯者：馮豐
審校：夏林
Creating hit products during normal times is difficult enough. Doing it amid a pandemic, when product designers are unable to work in the same room and consumer needs are vastly different from the pre-COVID era, makes the job exponentially harder.
"For the first two months of the pandemic we were scratching our heads about how we were going to do what we needed to do," Iain Roberts, chief operating officer of design firm IDEO, said last week during an online panel hosted by Fortune.
But with time, many companies are getting some clarity about the new reality. Product teams have revamped how they work to account for people spending more time at home. They've learned that customer leisure time and work time are blurring together, and they've taken into account the acceleration of online shopping.
Mike Maresca, global chief technology officer of Walgreens Boots Alliance, the parent of drugstore chain Walgreens, described the scrambling involved. Early in the pandemic, his company quickly noticed the decline in foot traffic in stores because of COVID. His team immediately had to create a system that allowed customers to place online orders and then pick them up in stores 30 minutes later, reducing the amount of time customers had to spend indoors. The key was understanding what the public wanted.
"It's been a challenging time," he said.
The team behind Microsoft's video game console, Xbox, has also been pushed by COVID and how it forced employees to work remotely. In normal times, creating new games required teams to hash out a lot of the details in person, a process that isn't easily replicated by video conference, email, and instant messaging. During the first half of last year, the team focused on trying to fix the problem, said Haiyan Zhang, chief of staff of Xbox. She feels that it has improved, though advantages remain to working together in person.
"That creative process is more difficult," Zhang said.
Xbox users have also changed their habits, she added. Early in the pandemic, in particular, people's leisure time and work time started to blend. That meant more game playing during what were normally work hours.
"People would spend half an hour playing and half an hour on a Zoom call," Zhang said. "People really need these breaks."
財(cái)富中文網(wǎng)所刊載內(nèi)容之知識產(chǎn)權(quán)為財(cái)富媒體知識產(chǎn)權(quán)有限公司及/或相關(guān)權(quán)利人專屬所有或持有。未經(jīng)許可，禁止進(jìn)行轉(zhuǎn)載、摘編、復(fù)制及建立鏡像等任何使用。
