Content Personalization and trust: User trust tailored?

Article Description: content Personalization and trust: User trust tailored ?

A recent look at Digg news, the CEO said, the ultimate goal is to target the needs of users, tailored news sites, that is, the so-called personalized information browsing ... That sounds like a familiar thing to me.

The last time I heard a similar view was 5 years ago, in the first half of 2006. At that time Web2.0 first Hing, everyone is a feeling of four overflow shouting "ugc! ugc! "Personalized!" Personalized! "It seems to be entering four modern ranks." At that time there are many sites claiming that "personalized portal", the main way to achieve the news module customization and towing ... Soon after, they were all dumb.

That year, I was 29 years old, the foundation of the Web2.0 to join the army, I think we found a demand gap in the information market. Gamers often have to reader Network bulletin, watching several sites of the game zone, the forum, but also to watch the game news and evaluation, but not a product can be satisfied at the same time. So the player runs up and down, travels to 2-4 websites, 10-20 list pages to find the game information, tired not tired? Are you bored?

User interview results are surprisingly consistent: tired! Bother!

So I led the development of a browser plug-in, inserted in the left column of IE6, the interface is very similar to QQ. Users can customize a number of content columns, a game of a column, a class of games News (entertainment) information is a column, a total of 30 columns to provide more than the choice. Then by the operation team to organize the Daily game bulletin, game database, Introduction skills, game mood story, for each of the online games from 5-10 sites to find the highest quality content, ie on the left column update. User a point to the left of the title, ie right directly to refresh the content of the source site. My idea is that this is called "left to see" the IE plug-in into the game player's information browsing portal.

This time I lost badly.

Through the company's associated software, in the three quarter of 2006, I have probably done more than 3 million downloads installed ... In the way of a rogue bundle. On the surface, the left to see just launched on the encounter 360 this evil spirit star, was killed fine naked. A deeper reason is that IE Sidebar browsing interactive experience is not good, can not establish a new browser operating habits. But these are not the root cause, the root reason is--left look can not get the user to the information push the trust!

"Do you say you update your official website announcements every day?" How can I trust you if you don't update me? ”

"You said you helped me find the best content through a professional editor, and I believe these are the [best things] I agree with." ”

"You said that each of your games every day select 15 content to push me, why should I believe that I will not miss anything, especially did not miss what I like and you do not like the content?" ”

Look, users do not trust me, do not trust left to look. This kind of trust comes from the media long business, that is, the media brand of precipitation, not a new tool can do.

The Saints were not hit two times by the same trick, but two years later, I fell into the same mud pit again.

At this time I have from the media transformation products, one of my customers, digital channel is going to do a small column, called "Headline PK." Every day, the Pacific, Zhongguancun, bubble net and other 5 vertical digital portals to aggregate the headlines, a total of 15 or so, so that users to vote. In fact, voting does not vote is trivial, a glance at the top five vertical web site today's headline-This is the starting point of the column planning. I'm quite supportive of this little experiment, and I've been staring at it. Design release, the results of the data curve after the flat no wonder ... Frustrating.

Is it not a good thing for a digital enthusiast to see the top five vertical web headlines?

The problem is that, out of their respective page scenarios, users cannot intuitively understand and trust this is today's Pacific headlines, Zhongguancun headlines, and bubble net headlines. The so-called "front-page headlines" into a heap of netease digital news, then lost the original situation, just a list of NetEase digital recommended reading Bale. In this section of the page how to strengthen the description is useless, speak again straightforward, hint again eye-catching, also like being cut off the head as the original angry.

So, I lost again.

The two failures within two years have made me understand one thing: the user's reading behavior is not only attached to the content itself, but also to the content of the reading scene. Each excellent media provides not only the quality content, but also an entire contagious reading situation. Strictly speaking, our trust in reading is based on the situation, which is the biggest flaw of personalized information browsing-it is too thin, it is difficult for users to transfer the original browsing behavior.

Media word-of-mouth, content orientation, layout, visual style, reading habits, and so on, these media-specific personalized elements of the superposition, deeply infiltrated into their own reading scene. Its colorful and impressive, making "a set of better than you all" of "tailored news site" is extremely difficult to replace it. Even if Digg can accurately analyze my preferences and provide the best aggregate reading entries, I'm afraid I won't get my trust. I would like to go to the east to search, firmly believe that in order to see their favorite content-through the different sites of the scenario hint.

In other words, winning a user's trust is a matter of content algorithm, and more of a scenario rendering problem. I believe this is also the root cause of friendfeed always tepid.

Author: Sterling Silver

Article Source: Bad temper of small fat