Tencent's micro-practical experience in product design

Today this case is Tencent Enterprise QQ design combat process, designers to talk about how to image content design as a means, through the product of the attempt to achieve the maximum design utility, the full text of dry goods, learn to poke >>>

In many internet companies, design work is often seen as a product-oriented service, and serving a good product is a priority value for the designer's function. Although the view is good but not one-sided, because the service system and product form in the design connotation is mutually unified. Design in the realization of product problems, optimize the product experience, but also through the establishment of product context to obtain greater user influence and the right to spread the word.

Therefore, the personal thought of the design value of the refuge is not only the former solution, but also the creation of the latter. Whatever the interface, brand, content.

In Enterprise Products (Enterprise QQ, marketing QQ) User education Project, we try to image content design as a means, through the product of the attempt to achieve the maximum design utility.

　　First, from the problem to the solution

The confusion of enterprise products in user education is reflected in the fuzzy of the communication object. In the communication with the product, we found that all feature of the application scene is able to unify the points of interest, that is, employees and bosses as a part of the enterprise as a whole, from the perspective of enterprise development narrative. So, in response to this consensus, we have produced a series of animated video to illustrate the characteristics and position of the product.

The animation uses the abstract symbolic role to refer to the Enterprise Manager, explains the product function directly through the scene explanation.

Symbolic role setting.

The same method is also applied to the advertising and website production, greatly saving costs and time. The growth of browsing data also suggests that a vivid surrogate scenario is more appealing than a previously empty case statement.

Product Promotion Video Concept screenshot.

　　Second, product-user communication system

User education is not an isolated description of work, only from pre-sales to after-sale support a complete system to be able to deal with the various changes in the product and sustainable development. The key is to build a way to communicate seamlessly with the user. For this reason, we have combed the behavior of the users before and after the sale, and focused on the needs of the two, so that users from the preview, purchase to use the experience through as a.

The user education system of enterprise products.

Pre-sale education is from the official website intermediary to the new user to carry out directional transmission, the main content includes: Propaganda video, product features introduction graphics and text, topic Operation Minisite.

Pre-Sales Minisite animation experience site.

After the sale is to support product services and operations, one of the main channels, including: Product use guidelines, Q&a graphics and text, what ' s new graphics and text.

Product Guide and function Introduction

Client information guidance and emotional cues.

Pre-sale and after-sale consistency treatment not only makes the user more natural and comfortable in the whole product education process. The efficiency of discourse communication can promote the promotion of product brand recognition, which is one of the reasons why many distributors take the initiative to use our educational material.

　　Third, the content from the brand

From the dealer to the image of the interest and the actual use of the effect, we see these symbolic image of the possibility of branding. As a result, we restructured it to make it a brand of corporate products: Live in Oface (office).

Story Comics series

Enterprise QQ Exclusive Custom expression

Virtual image brand, the core is the role of life, that is, the role of personality as the establishment of the body. In this group of images we put character shaping and polishing in the first place, then let these personality body in the setting of the environment naturally unfold the story.

After the completion of the set, the series Comics "Office Survival Handbook" will be on a number of animation platform to start serialization, hope that through a solid content design to accumulate target users, the main product of social marketing lay the foundation.

Tencent anime platform Comics serial address: http://ac.qq.com

　　Four, the product of

The entire user education of enterprise product takes the image as the center, has formed the comparatively complete product structure. From the definition of product structure (the product is divided into core value, form basis and derivative), the core value is to enable the commuters to obtain the subjective emotion and the objective information need satisfaction. The formal basis is a variety of visual content (covering pre-sales and after-sale) as the main material of the role, while the derivative is the push channel of the operating account and the client.

User education product form with role as the core

Content from the brand and product user communication is the image of the two major components of products, they complement each other in the form of internal and external forces to support the main line of product user education.

And the entire user education product and the user's communication channel is the client, the website between the Unicom as the main channel, with the communication platform's operation account number realizes the complete closed path, guaranteed the user resources aggregation effect.

The user communication model of the product

At this point, a product with the depth of integration and maintain an independent activity of user education products will be the beginning of the embryonic. Through the continuous optimization of this model, we can more efficient and high-quality service products and direct docking with the market to promote the design effect of continuous expansion.

　　Postscript:

User education is only a small part of Internet products, but in this project we have a deeper understanding of the natural link between product thinking and the nature of design. Although design as a service has been well-known, but its passive from the attributes in many industries remain unchanged, design-driven is often regarded as an idealized aesthetic practice and the commercial market opposition. This kind of embarrassing misunderstanding in the dwarf design also limits the design of the practical benefits, blocking the design and product natural contact. However, to eliminate this misunderstanding requires not only the change of most people's ideas, but also the active participation of designers.