Product Launch and Operation

In the Chinese knowledge circle of Taiwan, Hong Kong, and Macau, 80% of books are still primarily published in print form. We have identified a problem where the content of these books is facing difficulties in effective retrieval and application. Therefore, we have decided to launch a full-text search platform for books, allowing book content to be easily searched and accessed, similar to online articles. The beta version of the product has been developed and now needs to be introduced to the market for validation and iterative optimization.

My Role

As the product manager responsible for leading the product launch, I collaborate with the product owner, engineering team, content team, and business team. In terms of iterative planning, I am in charge of conducting user research, iterative design, writing test cases, and performing functional testing. On the business operations side, my responsibilities include developing new product launch strategies, marketing plans, establishing key performance indicators, and working with the business team to conduct pre-sales and market expansion activities.

Achievement

User satisfaction survey shows that 70% of users are willing to use the platform frequently and recommend it to their friends and family.
We have received recommendations from 10+ experts and gathered testimonials from 100+ users, validating the value of the product.
Within three months, 130 organizations have started using the platform, with a landing page click-through rate of 3000+ and over 2000 platform users.

Process

After the completion of the beta version development, we conduct internal closed testing, inviting 30 users to test the platform's usability, speed, and stability. The testing reveals that the query functionality and speed do not meet our expectations. Therefore, we extend the timeline by an additional month to optimize the version and conduct performance testing before officially releasing it.

Since this is a completely new product, we are uncertain about its market acceptance and need user validation and market testing information to formulate our market entry strategy. I am currently visiting potential clients, gathering feedback from expert users, and receiving highly positive evaluations. The feedback from experts helps the entire team establish a consensus on the product's value. Based on this, we further develop an annual sales plan, including expected target customers, pricing, and service models.

To support business sales, I collaborate with the marketing team to develop a series of product marketing plans and online satisfaction survey questionnaires. This includes designing engaging landing pages, implementing social media marketing, email marketing, and personalized experience programs. These initiatives aim to increase awareness, user engagement, and usage of our platform while gathering valuable user feedback to aid us in subsequent iterative design and the development of platform content inclusion and service plans.

Through user survey research, we discover that users, upon discovering books through our platform, experience a gap in the process of acquiring them. To address this, we design features to access library catalog information and enable book purchases from online bookstores. We also provide guidance links to help users quickly borrow books, make purchases, or recommend books to their local libraries. These enhancements improve the entire process from book discovery to acquisition. The introduction of these new features makes our product more appealing, resulting in an increase in inquiries and adoption from institutional users.