Moral selection Hua: The primal desire of human nature

I used to like a Taiwanese rapper named Jnco. The reason I like him, in addition to the music itself, there is an additional factor is attractive to me: he is studying medicine. A study of medicine, run to rap, this strong contrast makes me interested in him. A few years ago he also often out songs, I even think, which day he will be tired of rap, heart unwilling, and run to become a doctor?

And the interest in moral selection and founder Hua comes from a similar contrast.

What is the moral selection? The moral selection is doing is to aggregate the new generation of users through the distribution of subculture entertainment content, thereby settling the subculture interest social Atlas and devoting themselves to their recreational social portals. According to Hua, the contents of the moral collection include a variety of "subculture" popular among the new generation of young people, each of which has the language and culture to hit the people within the circle, and to meet the entertainment needs of young people in different subculture world.

For example, how do we grasp the needs of new generation users? Moral team incredibly popular in the video site "Play screen" function added to the graphics and text, and in the barrage does affect the view of the article, successfully stimulated the user's UGC and social, so that user interaction and the use of the length of a significant increase.

And such a firm grasp of a large number of new generation of users of the subculture label, the tone of the clear to provide users with "soul Leisure health" of the moral selection, incredibly from a study of the art of the female hand.

Hua graduated from the University of Communication, digital media Arts major. It is said that the study is very miscellaneous, from the computer to the film, the writers have dabbled, is a comprehensive science and technology, art and business professional. Hua's interactive art device was also shortlisted for the SIGGRAPH (Special interest group on computer graphics and images, founded in 1967 to promote the development of software and hardware technology for computer mapping and animation), an annual international conference. Hua like art, like "strange mother-in-law" between the grass and the students, like drama ... This is a very literary and artistic, with the moral integrity of the selection of products completely different from the girls.

Hua will take part in the "Product round Table" of the WISE Congress in the afternoon of October 29 to share with you the experience of hitting the user group. Look forward to, we first look at, this literary young women's "moral integrity" is how to break out?

From "feeling full" to "integrity empty" product transformation process

In fact, before the moral selection, the Hua team is a product called "sound". Sound is a voice community that is based on questions and answers, and Hua wants users to communicate real ideas with their voices. With a feeling of heart, the team tries to bring the content of the community into a more humane direction, so that users can reap spiritual comfort and spiritual companionship in the community.

However, after a period of operation, the team found that serious discussion of "dream", "youth" content, can not arouse the enthusiastic user interaction. On the contrary, some of the content of the ungrounded, grounding gas will be more popular in sound. User needs and product tone is not consistent, the user did not set foot in the direction of team guidance, sound also into trouble.

Later things, even if you do not know, I believe we can guess. Hua team gave up the sound of small fresh feelings, rethinking the needs of the new generation of Internet users, grounding, the lack of moral content, thoroughly cater to the majority of young users of all kinds of "subculture" of the love, to rebuild this product-moral selection.

Product transformation is not uncommon for entrepreneurial teams. Hua himself also said, "The ship small Good turn", and in that context if still cling to the original positioning, may lead to closure. However, I am curious about the transformation of the product behind the founder's personal mentality is how to adjust? Art-loving young people, how to offer their new products "Soul Leisure health care" such slogan?

Product Transformation No delegation team "yielding", but probably "evolution"

When I asked Hua, "from the feelings full to the integrity of the empty, how do you go through the heart that Karez", I originally thought to hear will be a sad qi twists and turns but still make the psychological transition process, to explain her "feelings lost." However, it turns out, just as the sound of the wrong user's heart, I also guessed wrong Hua-this art-related professional people, do subculture products to actually a little art baggage.

"The art of the grass between the artistic device, there is a beautiful infinite map of the starry sky, but also a lot of repeated genital worship symbol of the sculpture." There is nothing right or wrong about the primal desire of human nature. The moral selection satisfies the new generation of young people's personalized desires and desire for the sense of being.

"We think that there are some ' subculture ' attributes in everyone, how much," he said. Social and technological development is too fast, now children's information access ability is really more than more than 10 years ago, the age of more than N times, see more things, naturally will need more fresh stimulation, but also need to use rich methods to express their personality. For example you will see clearly is the national Day holiday, there will be people who work overtime; everyone is working, people will bask in my vacation in the Maldives, the video will not be the same, there are Japanese dramas, the United States drama British drama, daily diffuse in the blood, the formation of the system, the base rot system ... I'm just not like you. But from another point of view, if this personality is just me, it will be boring, like the world if I have a tattoo, then this thing is not cool, users still need to find a sense of existence.

Talk to here, my feeling is, Hua and not as I expected, the tone of the product from the "full of feelings" into "integrity empty" this process, as a "surrender" to the whole team, instead, as an evolution-an evolution of the user's need to grasp the evolution of the product landscape, from sound "to sharing the sound of body temperature." To the evolution of the positioning of the "new generation of user entertainment social portals".

To build a new generation of users ' entertainment social portals following the gradual logic of user needs

So how do the new generation of recreational social portals be built? Hua and I have shared what the moral picks are doing and are going to do, and I think it's roughly possible to sort through the incremental logic of user needs as follows:

The first is the breadth of the content. Moral selection to meet the new generation of users of the different needs of entertainment content, must cover the whole subculture of the big context, and each subculture attribute, is a circle layer, which has its own language culture and adjustment, so the content of the grasp and complement should be sustained.

In addition, provides the content, but also provides the user a comfortable way to find the content which he is interested, simultaneously, also can find conforms to his subculture attribute the person. "The logic is that no matter whether the subdivision of the interest or subculture attribute, there is a search diversion can precipitate down the person, and watercress is through the film, books, music and other types of tool products to the group diversion." "Hua mentioned that the mobile integrity selection does not follow the practice of sticking and watercress in the community that started out on the PC side," We hope to be able to solve this problem with the algorithm, will be based on your content and people's consumption, interactive habits smart recommendations. "Optimization algorithm, improve the recommended precision will be the focus of the recent work of moral selection."

To help users find their own "like-minded", the product needs to help users interact with it, so the social attributes of the moral selection will be further enhanced. "The next line of moral selection will be on-line ' user information ' function, more user-friendly social networking." ”

In addition to reading content and chatting, moral selection will further meet the user's entertainment and social needs, such as playing games. Depending on the social game, we've seen it in the Mo and even micro-letters, and these two cases have proved that games can help social flow. It would be a moral selection. In addition to advertising (based on user data collection and analysis of personalized advertising content distribution), the second source of revenue.

In general, as Hua said:

"We find that socializing is easier to unfold in a comfortable context," he said. Just like in real life, some people you talk to feel the same, some people you can not talk about, many times we think this is called the gas (BI) field (GE). Just like the user can chat in our all sorts of wonderful crystallizes: "Then the question comes" B: "Love" A: "I did not see you in Lanxiang Technical School" B: "Because I went to the new Oriental Chef Ah ┑ (￣д￣) ┍". Moral integrity to provide the new generation of user habits of the subculture context, attracted a large number of subculture attributes similar to people, then they can not only in the moral integrity of the content, but also naturally produce content and more entertainment play. ”

Art or products, "real" is the most touching

Do you remember the Jnco rap singer who was mentioned at the beginning of the article? He later really did not music, when back to the doctor. I do not know whether he is tired of the rap, or was the doctor's sense of mission moved, or simply unwilling, in short, he did back his professional background "should" do things.

And perhaps the individual to a variety of subculture did not touch too much, I always feel the integrity of the selection of the content for me this early 90 "too grounded gas", not very attractive to me. So after understanding the next stage of the moral selection, I can not help but try to test the Hua for her art background but did such a "sentiment index lower" product, in the end there is no one is unwilling; in other words, I want to know in the future, the team will consider the product to "advanced taste" A little direction, or in the further future, Hua plans to do a more meaningful application.

"The world has the sound and sound, but also greed and hatred, can not only live in the ideal country, but also can not take their own needs as a user's needs." Sometimes it takes a fake to make a product. "Hua's answer is neat," not to mention, art or products, I think ' real ' is the most touching people. Or that sentence, the original desire for human nature, not the beauty of the ugly or good. ”

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