Flipboard founder Mcmachue: Do product design should throw away the data

Sina Science and technology news May 11 morning, Flipboard founder and CEO Mcmachue (Mike McCue), said today at the mobile Internet conference, mobile Internet presentation will be more and more close to the magazine, design becomes critical, and the product design should be temporarily put aside data details.　　In addition, the host said Mcmachue had said before the meeting, Flipboard will launch the Android version, they attach great importance to the Chinese market, the relevant team will soon be established. The social magazine application Flipboard is known for a similar magazine reading experience, Mcmachue has shared the design experience of mobile Internet products, the most important thing is to throw away the data, with design to give the product soul. He took the car design as an example, a model in the energy efficiency, aerodynamics, product quality and so on the coefficient of reasonable models, may be practical, but not like a beautiful curve, carefully designed sports car, the desire to cause people to buy strongly.　　McCue that design should come from passion, not the data. For mobile internet products, Mcmachue believes that, like the ipad and other terminals in the middle, people will pay more attention to the visual effects, compared to the traditional PC Web pages, the mobile internet will be more and more close to the presentation of the magazine.　　He also shared the main points of "Becoming a magazine": Pictures are eye-catching, beautiful, clear, have plenty of white, and good at using HTML5. General Assembly moderator, the Great Wall Association founder Bo Yiqun said Mcmachue in the meeting before the exchange, said that they attach great importance to the Chinese market. Only the iOS version of Flipboard will launch the Android version, taking into account the characteristics of the Chinese market.　　It is reported that the Flipboard China team is ready to be established. The following is Flipboard founder and CEO Mcmachue speech record: Good morning! I'm glad to be here today. Our products were launched six months ago and are very popular in China, and we are also delighted. Our company is small, only 50 people in Silicon Valley in the United States. We decided to enter the Chinese market from the outset, which is also the industry leader, because we know that China is the world's largest mobile internet market. So today is really very excited to come to the mobile Internet conference, with the mobile internet and the industry's peers to communicate, we hope that in the future can get everyone's support and help. Our products are very successful and have received a lot of praise, we think this is only the first step. There is a long way to go in the future, we also have a strong commitment to China, we feel that the Chinese market will be a very important part of Flipboard.　　Share some ideas, including how we design products and how to develop them in a mobile internet environment. Sometimes we have to put the data aside, not to pipe data, design a product data is very important, we have to understand the user's behavior patterns, we need to use the data for analysis. But sometimes when we develop productsThe time, especially the breakthrough meaning of the product, we want to come up with passion, we want to give this product the soul. Don't think too much about the data at this time. For example, this is the 1957 Victory Ske sports car, there is no doubt that this is the automotive industry in the history of the most beautiful model, we can look at its curve is very beautiful, this is a special design designer, this car is full of passion, it has its own soul. It's been a lot of years, and now we've got a lot of advanced technology, we can use technology to analyze, we can look at its wind group and energy efficiency, design before we can separate the technical details, so that it can have better aerodynamics and quality, this time the design of the car is this, this is a very practical car, Very consistent with the scientific logic, is a good car, also has the best aerodynamics characteristics. Its air resistance is very small, technically can be said to be very successful. But I feel it is very cold, lack of passion. Where is its soul?　　You see this car will not smile, do not say that the sight of the car will produce a passion to buy it. Let's take a look at these two cars with different design concepts what does this have to do with our mobile internet? Mobile Internet, we first look at the computer, look at the desktop, of course, we in the PC era, we see such a demo of course good. In fact we see many other plug-ins, and this is on the site, there is a website's own navigation bar and many ads to achieve the revenue of the site. Do you know what I'm going to say? This is based on the data to do the web design, the page on each square inch has been optimized, are based on the scientific analysis of Engineers, analyze the user will go to click where, what will be the response, but this page has a soul? Are you passionate?　　I don't see it. We also look at the pictures in the magazine and feel differently, and the magazine knows how to show the pictures in a beautiful and appealing way. But the network is so beautiful a picture can occupy a very small space. What is the revelation to us? When Apple launched the ipad, it triggered a revolution. Now we are just beginning to realize how big this revolution is. Now we can use HTML5 to browse the content of the network, showing the content of the same as the print media content of the same beauty, the same attractive, now we only need to click to switch to a different screen, now advertising design is very beautiful.　　This is much more effective than a line of banners because it is beautiful, appealing to readers and full of passion. In this case we have to be in the advertising total into the passion, which is to encourage readers to buy a premise. He would feel that it was the same way he felt about reading a magazine. 85% of the world's advertising revenue is still on the internet, not online media, but now we have the opportunity to put such ads online, the mobile web has given us such opportunities. With the ipad, we can navigate between different content and feelMuch more comfortable than the Internet. So I think the mobile internet looks more like a magazine, because it uses beautiful pictures and illustrations, or excellent design, or a very good layout for the photo, and a nice, emotionally-sympathetic content. So I think Flipboard's ability allows our publishers to put their content in a very beautiful, elegant form on the iphone, the ipad, and the ads will be more effective, but also to create a good content into the income of money.　　This kind of emotion or beauty is vital, and is a very important element of mobile Internet. I think it is also very important to stay white, do not always look at the data on the day, some products, I think the product itself design, its appearance must be in place. A good design and people have emotional resonance. This design is not about data.