"User use habits" in interactive thinking

Mobile apps stores hundreds of new apps every day, many of which can be used in a short period of time, such as face-sprouting, psycho-cat, Tom-cat, etc. A good product, but also need to stand the test of time. User loyalty is an important criterion for verifying a good or bad application. Cultivate a certain user habits, can accumulate user data for a long time, explore deeper potential needs, at the same time, through user feedback, expand the number of users, but also a good reduction of operating pressure, more easily successful organization of regular, cyclical operation activities.

This article is about the user use habits of thinking. Welcome to the message discussion.

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　User Use Habits

When a user wants to complete a function, the first reaction in the mind is your application, or you will want to open your application without an explicit purpose or unconscious. There are many examples of life: even if you have 10 minutes to spare, you always want to open a micro-letter, brush the circle of friends dynamic; Spring came to want to add a new clothes, the first reaction is to open the only product will or the cat, want to read a book, the first reaction is to open watercress or read more reading, rather than on Baidu to find this book ... In order to achieve a goal, although the user has a lot of choices, but in the end they will often make the same choice, and the process is often without hesitation. So, the user habits of this application have been cultivated.

The "user habits" here are not about operating habits (operating mental models), but about habitual use of an application.

If, after that, the user experiences a better and more excellent application service, but still obsessed with the original application, unwilling to replace, to explore a certain aspect, that only a certain application can really won my heart, the rest of the application is not comparable, although no other options have been tried, but insist that an application is nothing more than the most appropriate ... At this point, the problem has risen to the level of user loyalty. For example: The Ashes grade "fruit powder" does not go to the other system's mobile phone, although not experiencing the rest of the system, but still adhere to the Apple supremacy, the use of a music player, although several years back and forth experience many different music applications, but when the phone is not enough memory, need to remove the application, it will always be retained, Not willing to delete; a sad example: how many people, accustomed to using Google Browser, open Baidu search? (Google left the Chinese market for several years, the rise of Baidu, and developed a large number of users in the use of the habit, now has a lot of users to rise to the level of loyalty, Google returns after a long time to face this problem)

The cultivation of user habits, to a certain extent, with four aspects:

　　A basic support

One is to meet the user's most basic needs, that is, the application of usability. If an application, even the basic services can not be done well, then there is no reason for users to repeat the use of this application. Without the reinforcement of repetitive behavior, the use of habits is impossible to cultivate.

For example, the first use of a peripheral community service application, after positioning, the application will recommend the surrounding services, for example, the surrounding parking location services, but when the user drove to the map to guide the location, but found that the car park three months ago has been removed (data update delay caused by the problem). At this time, want to let users believe that this is just an accident, want to leave the new user is very weak.

Therefore, the application of its own "function" to at least be able to achieve the perfect, do not appear uncomfortable service vulnerabilities, reliable data, timely feedback, beautiful interface, easy to operate and so on. Basic functional support needs to get high score.

Second, the use of low-cost enough to support users at any time, anywhere, many times to open the application. To allow users to open the application frequently, at least, in a multiple environment to support the operation, and the user to open the payment every time the price is low enough.

One of the most powerful advantages of the game is the flexibility of the equipment (portable gaming machine, mobile phones, tablets, easy to carry, the flow cost is far smaller than online games, adapt to the use of more widely, so, in the study, work (in the studio, in the classroom, in the dormitory and other network signals allow the occasion), If you want to play games and entertainment to relax, open a hand tour will be more convenient than open an online game, the cost of payment is much smaller. Single game than the need to network games, the use of the cost is significantly lower, which also makes frequent open a single game, more than the frequent opening of a network game, can achieve higher. On the subway, the network signal is often disconnected, or the signal is poor, at this time, a lot of people will choose to open the application of less traffic, or play directly to support the wireless mode of the game, or read the article has been cached, shaking the car, even with a hand gripping the rings, the right hand only with the thumb can be better operation, Finish the morning news reading and so on ....

Strong scene adaptability, can make the application in a variety of scenarios, can provide a viable service, the use of cost reduction (such as flow cost, use path simplification, interactive multi-channel design, etc.) so that users low-cost, easy access to the desired services. To ensure that users can successfully access each time the service, and a single price is low, that long-term use of the application is possible.

　　Two-pointed service

Electronic Business platform will often remember the user's browsing history, thus recommending the relevant hot products. Each user will get a different, targeted product recommendation, resulting in a "service for me" feeling.

Let the user have a concept: "The service of the product is related to me". People will unconsciously learn more about things that are more relevant to themselves. The same type of application, the provision of services more targeted, and user-related higher, often win. People can't put their phones down, always want to open mobile phone, especially open social application, often is eager to get related to their own counseling, want to know what the news is not, who has to have a dialogue with me, so the social application is relatively, more easily cultivate users use habits, Because all of its messages come from friends or loved ones who are related to the user.

　Three giving motives

Create a reason to allow users to repeatedly perform operations to motivate users to repeatedly return to the application.

One, goal-driven, give users the motivation to continue to use. There is a "goal-driven effect" in psychology, and the closer you are to the goal, the faster the action will be to accomplish the goal.

When buying milk tea, it is often a posting of two stickers or 10 on the "set of Cards", more than a 10 blank "set card" can produce a continuous purchase of the driving force; hand travel, there are often task progress, such as complete 5 sets can obtain a certain gold award, although without this task, users are likely to play full 5 sets, But this task will make the user more impatient to play 5 disk, even play more, in exchange for "play full 10", "play full 15" of the reward; cumulative login, login full x times, in exchange for rewards, or log in on time every day, you can get rewards ... These are all for the user set the operating target, and clear target rewards and current progress, and often will be the user's task starting point in the middle of the task progress, such as the beginning of the task, has completed 20%, through the task of design, to narrow the distance between the user and the task, so that users have a strong motivation to act, And it's urgent to expect progress to reach 100%, in exchange for rewards; or to leave a reason for the user to periodically return to the application (login to receive the prize, regular daily push, weekend feedback, etc.), so that users convince themselves, open the application.

Second, the qualitative award, in the guarantee that the prizes meet the needs of the premise, set the cycle, uncertain prizes, can increase the desire to participate.

If you put a pigeon into the experimental box, when the Pigeon pecking motion control device, a certain probability on the small window will open (occasionally Peck 3 times open once, occasionally peck 5 times, but the probability is not too small), exposing the outside of the feed box, pigeons will eat feed. In this case, the pigeon will often peck on the control device, even if the 10 consecutive Peck does not open, will not give up until the window is open. But when the probability of the window opening drops to a certain extent, the pigeon will not continue to peck the control device frequently until later. (from "The designer to understand psychology")

The experiment also showed that four kinds of reward mechanism:

Fixed interval (open every window at a certain time)

Change interval (window random time interval open)

Fixed number of times (fixed Peck x open once)

Number of changes (every time it is possible to open, but the probability of change)

Among them, the fourth, the number of changes in the reward mechanism will allow the pigeon to maintain the longest time of activity. The greatest charm is that every action is likely to be rewarded, more likely to promote the emergence of behavioral motivation.

There are many examples of such things in life: lotteries; A swish of a play "; Many hand tour is also from this point to design landing reward mechanism, login random probability to get rewards, reward content is also random, so that every login is likely to win the jackpot, users will often go to try to exchange the possibility of every time, when the probability of winning a certain, the user's frequent behavior will be maintained, It is possible to develop a habit of using.

Of course, the premise is that the rewards you provide are needed.

　　Four social charms

The social nature can greatly enhance the user's reliance on the application and increase the user's chance of opening the application. Good social design allows users to indulge in it, starting from the nearest social portal, and constantly extending to other social content, thus unknowingly immersed in social applications.

Generally speaking, users pay more attention to the strong relationship circle. Social network, divided into strong relationship circle (real friends, colleagues, relatives, etc.), weak relationship circle (ordinary friends, ordinary users). The limit of strong relationship circle is 150 people, and the number of weak relation circle is not limited. As a result, weak relationships are among the most common social relationships in social networks, and the interest of social networks is that they can easily get to know more people through social networks, develop more weak relationships, and have low barriers to making friends. Correspondingly, the firmness of the relationship is poor, and the pleasure and attractiveness are less. The human brain, when meeting familiar people or things, reacts more intensely, even when you meet someone who has no common topic, and the brain is more excited than a stranger who has a common interest. So applications that focus on strong social relationships are more appealing than those that focus on weak social relationships, and users will look more frequently at news of strong relationships in social networks, repeatedly acknowledging the dynamics of people who care, becoming a habit, or even a social dependency.

Social-sync activities also bring happiness. When an individual participates in a group, does something together, and receives feedback from other individuals in the process, people are more likely to have a sense of well-being. It can be said that synchronous activities meet the potential needs of human beings as gregarious creatures.

It would be boring and even embarrassing to be alone in the square dancing. When 100 individuals are dancing with you and interacting with you, you may even find the square dance interesting; the previous video broadcast only supported comments, to achieve social goals, but the launch of the screen to some extent to meet the user's synchronization needs, Also stimulated the user to participate in the power (in fact, the barrage is strictly not called synchronous activity, different comments have time differences, and comments are not able to get feedback from others, but the format of the barrage mimics the daily social rules of "commenting and looking at other people evaluating & getting the right time to comment according to the timing of the video progress". Have a certain form of synchronization); By the end of last year, the video live fire, a video at the same time online more and more people, the fun is, around the same topic, and the host and other netizens for real-time communication and feedback. The more synchronized the activities between users, the greater the sense of happiness that arises.

There are a number of related aspects to developing user usage habits. Designers are experimenting with different ways to design the products that are most appealing to users. If the station friend has other related viewpoints, welcome the message exchange!