Compete for the attention of mobile devices with Design

I still remember the surprise and shock it gave me when I saw the new term "Attention Economy" in "readers" many years ago. Attention economy seems to indicate the arrival of a new age, from the age of limited goods to the Age of infinite information. In this process, human attention is becoming more and more precious. People, as the subject of selection and use, become more and more important.

Attention Economy comes from a specific Internet era. The importance of attention was previously put on the agenda only when the internet age came. The so-called attention refers to the persistent scale of people's attention to a subject, an event, a behavior, and a variety of information. We can extract the receiver from people's concerns, such as information and events, to quantify them. This quantification forms a large amount of intangible assets and thus has value. Because physical products only require money. Theoretically, as long as a person has an infinite amount of money, you may develop his/her consumption potential. However, Internet products require attention and energy. Money can be unlimited, but attention is very limited. Therefore, competition for attention is much harder than competition for money. That is to say, in this era, users will really feel that they are God, and they can be God who does not have to pay.

Attention Economy has its own unique connotation and characteristics. It creates a new business environment and business relationship, it has changed the concept of the market and the new business model of value distribution, so that enterprises pay more and more attention to the value of customers and ordinary users. The arrival of the mobile Internet age has made this concept more deeply rooted in the hearts of the people. Because mobile devices are small, convenient, and private, people are given more attention. Mobile Internet products should also have some features that were not previously available for Internet products due to their characteristics, so that they can win on the battlefield of small mobile devices.

Limited attention-too many things!

The mobile Internet has undoubtedly opened up a new battlefield. The key to product success is how new products have the characteristics that match the typical characteristics of mobile devices. When designing a product, try to answer the question. What information does the user want? Is it complete, complex, or simple? Does the product content format conform to the characteristics of mobile terminals? In what environment does a user use the product? What interaction methods does a user obtain information? In the constant answers and trade-offs, the mobile Internet can gain more eyes in the limited attention.

In a short period of time, apple, android, blackberry, and symbian app stores have millions of products, and countless applications are available every year, every month, or even every day, there are so many applications and so many designers of idea, it is difficult for users to love one or more products. The more choices you choose, the more difficult it is to attract users and the more difficult it is to maintain user loyalty. We strive to understand users' ideas, study users' usage habits, and test users' experience in using new products. We not only strive to be born perfectly, but also look forward to the wonderful iteration. We pursue every step of perfection. Only in this way can we make our products more favored by users.

Competition for attention-throwing away if it is not easy to use!

In the age of physical goods, "customer is God" is more like a scam. What producers and sellers need to do for users is to "cheat" you buy products that are already in the warehouse. Once you have paid, I'm sorry, you should go up and down from the place of God. From after-sales service to warranty and user experience, I don't know how many people can feel "God ". As a god, you have to pay hard-earned money to buy a physical object, especially a valuable physical object. Then you have to try to change yourself to adapt to it. Otherwise, will you discard a plasma TV, a refrigerator, or a notebook because of poor user experience? Who spent so much money to buy an IPAD, and then said: "It's really hard to use it." It's hard to use it as an ornament at home. However, the arrival of the internet age completely subverts the arrogance of producers. How long does it take to delete or uninstall an application, or how much it will take, especially when things are free?-Of course: if it is not easy to use, you can leave it alone!

Therefore, human interaction design and perfect visual effects are very important to attract mobile users. Mobile devices and PC devices differ greatly in product features, use environments, and usage reasons. Pay attention to the consistent "experience" of users when using mobile device products ". Generally, when a user uses a mobile device, the user is in the active state, and the user is more put into use. The ability of the product to keep the user in this state is the key to the success or failure of the product.

Keep your attention-an endless experience process!

In the mobile Internet era, most of the time people focus on small screens is fragmented time. Public Transit, subway, waiting for friends, And before going to bed at night, mobile phones are the most convenient and fast communication tools. In this time of fragmentation, users have a strong purpose. It has been pointed out in some articles that, in Mobile scenarios, users access data for a certain purpose, rather than for reading pleasure. The purpose of user access is clearly displayed. It is very important to get users desired as soon as possible. When product design is involved, the interaction process should be continuously improved. To achieve your goal as soon as possible, because the user may give up the application at any time during the time that may be interrupted.

As the saying goes, Jiangshan is easy to sit. In many cases, it is difficult to attract the user to maintain the user's attention and form the user's usage habits. According to a survey, 13% of users said they would not download other applications of the brand due to poor UI experience. That is to say, each of our products should always be excellent in order to maintain the user's brand recognition.

Spread attention-Share it with friends from time to time!

In the traditional era, we are used to accepting overwhelming external propaganda. Point-to-Point propaganda is the characteristic of information dissemination in the traditional era. In the age of information explosion, people's attention is limited. Therefore, selecting information determines the proportion of attention allocated. With more and more external interference, people rely more on the choice of their own groups. The effectiveness of sharing with colleagues, friends, relatives or interest groups is much higher than that of external communication. The rise of Weibo has pushed us forward to a "micro-era", with the increasing influence of point-to-point communication. Although the situation of this change is still not very definite, word-of-mouth communication is indeed becoming more important. People's dislike of advertisements and propaganda make the communication methods in the SNS age more accepted by people. So on mobile devices, how can our applications be spread through this channel?

The mobile product design should have more distinctive characteristics, and should be suitable for more channel transmission. Product brands are more inclusive and story-oriented, and are suitable for the spread of the Internet. Products should also focus on the use of the user's own social network, so that users have a certain sense of belonging in the use process, so that the user's social network can "stick" the user, influence people around you with yourself. Let our "Products" fly for a while.