How the logic of micro-public products is inspired by the users

I. INTRODUCTION

Users know more about the temper and endowment of the product than the product manager, who knows what the use of the new product can bring to them, what they can bring, what they create, what they can't create. Therefore, the Product Manager provides the product skeleton construction and the movement pattern localization, but really makes this product like person to have the vitality, carries the knowledge, has the unique charm precisely is the user's creation.

I think in the Forum product leader's thinking, such as "Lanzhou sesame seed" culture is not the product personnel can control, the same, for bar and other products, a variety of "explosion", "Occupy the Pit", "building" and so on the novelty of the game, but also from the user's creativity. Users in the product on the platform to enjoy the performance, products need to do is to provide good rules, to ensure the continued development of performance and rich and diverse. In this sense, to understand the story behind the product, it can help us to clarify the operation of the product logic, the role of the various actors on the platform to find the interaction between the role of the vulnerabilities and other key issues.

As a kind of special new Internet product, micro-public welfare has a lot of imperfections at the same time when it opens a kind of network mutual aid platform. There are many participants in the public welfare help, and each kind of role's appeal has the big difference, thus how the complex and diverse interactive pattern can be cleared in this network platform, in order to reduce the intermediate communication cost, enhances the request for help and the rescue efficiency, this becomes the question which cannot answer from the product surface. In fact, the recipients, the donors and the onlookers can only see what they can do on the platform, assistance, donor donations, onlookers spread, but the whole process is far from simple, the product behind the complex interaction and participation of all parties, these are present in our immediate products are not known.

Anthropology, history, a research method called oral history, through the experience of the participants and witnesses to put together a more image of the history, so collected from the historical materials to be far more than the inference in the history of the more flesh and blood, but also a historical torrent of ordinary people's perspective. Let the witness speak, which is an effective way to learn the information. Similarly, we have found some users of micro-public products, let them talk, understand their story is the best product logic comb. In these stories, we try to take care of the voices of all the event participants, making the whole story more complete and fuller. Below, we use the narrative method to tell a typical help person is how to get help on the micro-public platform of the story, involving the user's privacy, the story of the names of people have been treated with aliases.

Second, the story behind the product

Shi Qing is a cheerful and optimistic girl, the life has a heartfelt love and cherish. But at the age of 22, but encountered misfortune, the university was diagnosed with acute myeloid leukemia M2, after a period of treatment for a time after the disease was controlled, but in the graduation examination was again relapse, had to interrupt school, hospitalization. Shi Qing Home is a southern small town of a low-income families, the average monthly income of the family only 300 yuan, the first treatment, the family is already a debt, and the second hospitalization medical expenses gap: transplant before the treatment of 200,000, transplant 500,000! This is an astronomical figure for an ordinary family.

Relatives, relatives, the local Ministry of Civil Affairs, local government, in the search for all the resources can be found, for the huge transplant fee, raised money is only a drop in the bucket. In the room of the dull life she used on the use of the microblogging, will not play the feelings of their own peremptorily hair on Weibo, the tone of the desire for life and the reality of the slim hope of fear, there are pessimistic also have a strong, there are complaints and perseverance.

In the local hospital, medical conditions are limited, once the doctor gave her a dying letter. In the mouth of this desperation, Shi Qing Weibo caused a number of public interest volunteers, micro-bo on the @ Gift Rose _ (alias) in the forwarding of friends, just saw the Shi Qing Weibo, she saw a live on the microblog of her leukemia condition of the girl's strong and real. "She is not as beautiful and strong as the media publicity, she will have a sense of disillusionment with life," this is a real need to help people.

In understanding Shi Qing's illness and family situation, etc., @ Gift Rose _ decided to volunteer to help her fund treatment. In the decision to save Shi Qing before, @ Gift Rose _ has been a lot of public welfare activities experienced people, in the activities also met a lot of good friends. This time she also invited some of her charitable partners, which Lil in the future rescue Shi Qing plays a key role in the process.

In the assessment of these rescue partners, they decided to transfer Shi Qing from their home to better conditions in Beijing, although the hospital's treatment fee is not yet secured, but if not transferred, she has no hope of cure, the local medical conditions and the level of doctors can not achieve. The decision to transfer was a crucial turning point in the entire rescue process.

Lil is an old net worm, very early active in various forums, Micro Bo Fire, Micro Bo is the most important one of his communication online platform. When he learned that micro-BO has a micro-public relief platform, he decided to Shi Qing on the micro-public platform for fund-raising eligibility. After fully understand the application process and rules, he step by step in accordance with the requirements of the website, looking for public welfare sponsors. After matching the type of rescue project with the sponsor's scope, Lil selected several of the more appropriate sponsors (mainly some media organizations) to contact, but the effect of the multiple links is that no one wants to be the initiator of the public good. The sponsors worry that the project is not willing to accept the risks of authenticity and management. Lil then contacted a number of public service organizations, in the micro-public platform before the initiator of the various institutions to carry out micro-bo letters, in many communications, @ Beijing New Sunshine Charitable Foundation promised to act as the initiator, after this according to the launch process to submit information, and finally in the micro-public welfare successfully launched a rescue Shi Qing online fund-raising platform.

The platform is set up, but is the first step of collecting donations, in the first round of the transmission of relevant personnel, the amount of donations has a prominent effect, 100,000 of the target line quickly broke through 50% of the target, but with the spread of resources in the depletion of the increase in the growth of funds slowly. At this time, a senior volunteer in the public welfare circle gave them some advice, in the micro-boping platform Open Bazaar account, will be the strength of volunteers together, using volunteers to donate the goods in the Micro-blog auction, the participants will direct money into the micro-public fund-raising platform, so you can get the proceeds of the auction. @ Gift Rose _, Lil and other volunteer teams began to use this bazaar in the form of publicity and fund-raising. The dissemination of this approach and the effect of donations to make the first issue of fund-raising goals in the 1.5 months after the launch of the platform to achieve!

Plus Shi Qing Parents borrow money, can be reimbursed health insurance, other network platform to raise money, Shi Qing to accept transplant.

The story of this, in fact, there are a lot of behind-the-scenes need to explain, first of all, in this fund-raising, financial publicity to do very well, in addition to the micro-public service platform itself a set of publicity system, Shi Qing himself in the hospital every expenditure, she will be recorded in detail, regularly on the blog, The volunteers also looked for a volunteer who worked at an audit firm to audit the money they had raised, and to make the money fully public. Second, since Shi Qing is in hospital almost during the period of illness, volunteers have done a lot of behind-the-scenes work in the process of communication, and even they are going to do the online fund-raising work. Third, Shi Qing's recipients are relatively lucky, but this kind of luck can be turned into product thinking. Unlike the large number of people who are scrambling for help, they will have a lot of @ micro-broad, star, most of the aid effect is not the use of public goods to solve the good. The typical story of Shi Qing exposes the many problems of this product, and also gives us many enlightenments of product improvement.

Iii. the product logic revealed by the story

In fact, the story reveals the logic of the micro-public goods, which is to create an intermediate platform between the help and the helpers, but far more people are involved in the interaction than these. What we see from the Shi Qing story is that a successful help-seeking process is the result of a benign interaction between the parties, to participate in her rescue, there are volunteers, charitable volunteers, professional organizations, donations of netizens and so on, these people are working for the same goal, all carry out different roles and division of labor. For example, the professional Commonweal organization is responsible for the project audit and the project later supervision, volunteers to help people to carry out project initiation and publicity work. Simply from the idea of product construction, it is easy to overlook the question of the threshold for help-seekers and the continuous publicity of the latter. They are relatively disadvantaged, and the process of seeking help is the parents or relatives of the callers, the Internet itself has a threshold for their use, which needs to be fully considered in future products. In addition, not a fund-raising platform after the establishment of means that the rescue work will be successful, the amount of donations will continue to produce, on the contrary, the establishment of fund-raising platform is just the beginning of a battle.

As a result, the product needs to be considered far more than just provide a platform for the caller, and then it can be left unattended. The product also needs to know the issues and solutions in the entire process from initiating donations to completing donations to project follow-up supervision. From the case of Shi Qing, we can see that a successful rescue is a need for such a few key factors, one is to have volunteers to follow up, the second is to effectively spread the project, the third is open and transparent external, these need good cooperation between the parties. Shi Qing is lucky enough to have a group of silent pay, and the product needs to do is to make this kind of lucky factor product, so that more people can benefit and get help. This will be the direction of the product follow-up to consider.

Iv. product issues exposed by the story

The difficulty in the Help link: when Shi Qing launched its initial project, it was hard to find a limit to the development of the platform. This is a very restrictive threshold for the people seeking help, so many urgent and needy users will be on Weibo with a large number of @ celebrities, hoping to get help, often with poor results. The purpose of setting up the promoter threshold is to match the demand for help and the professional organization of the aid, and the demand for help is categorized relative to the current large group of help groups, which is different from the professional requirements of the sponsoring agency. On the one hand, non-counterpart public partners will be concerned about the project audit and follow-up supervision, on the other hand, the assistance received from them will be reduced. But the current can be matched to the number of cooperative public partners is too little, so that people in the micro-public platform for the launch or the threshold is higher, and many of the users of their own Internet use experience is not much, micro-blogging awareness is also less, the operation is also difficult. Therefore, the introduction of volunteers to help them, or change the idea to consider the project verification problem may be the development direction of later products.

The difficulty in project publicity: micro-public welfare belongs to the platform of Micro-blog, which has strong media attribute. Often a public assistance event spread wider, the effect of fund-raising is better. After a project has been approved, what needs to be done is to have a public interest and a willingness to donate. But there is also the problem that the spread of the infinite will bring trouble to those who do not care about the event, and that the use of large-spread resources is always limited. This means that the positioning of the public good people, spread in the destiny of the important, of course, sometimes appropriate publicity can bring more people to the cause of concern, but the promotion of national public Welfare is a systematic project, not too hasty. There is a balance that needs to be studied in terms of scope, positioning rather than spread, helping people who need to be rescued in time, and expanding public welfare forces.

Difficulties in the late stage of the project: Shi Qing case, although the initial effect of donations is good, but later will face the increasingly difficult to raise money, especially a volunteer team in the use of their own network to spread and fund-raising, the phenomenon of excessive use of resources in front of. This is also a lot of volunteers in the rescue process encountered problems, Lee to them in the later found a more feasible strategy, that is, online and offline bazaar activities, to a certain extent, to make up for the late fund-raising bottlenecks.

V. The direction of product follow-up

There are many problems that are exposed and there is no better solution, in China's existing environment, the common People's trust and participation in public welfare is still low, the organization and management of public welfare organizations is still not perfect, the amount of public welfare resources is far from low, these have become the problem of restricting public welfare development. Micro-public welfare is also trying to provide a new platform for help, but the development of the platform requires a concerted effort.

The problems exposed in the story, although there is no perfect solution, but at least give us the direction of future efforts, it should be 1, there is more convenient access and verification methods, help can be launched on this platform for help, but the follow-up need to resolve the project verification mechanism, To ensure that the project through this platform is authentic and credible can be regulated. 2, more role participation in the interactive platform, in encouraging netizens to participate in philanthropy, but also need to be clear is the rational public and micro public good, do not bring too much pressure on their own lives. On the other hand, the introduction of more roles to reduce the burden on ordinary users, such as enterprises, the new line of corporate forwarding donations is a new attempt. 3, a more transparent project supervision system, the authority of the platform is transparent, so that every money is used in the sun, so that each project supervision and financial disclosure should be the focus of work. 4, more use of innovative ways to solve the difficulties in the process of help, and many times these innovative ideas are also inspired by users, which is the random factor into the product for more people to serve the key.

Micro-public welfare is still groping, there must be many problems, but from the user to be inspired to provide more users with help, this is our constant pursuit of the goal.