In the product research article, I often refer to the "Application Scenario", "design triggers the user's emotion", such as the Xuan and Xuan words, very much like a fortune snake oil. There are just a few examples to verify recently.
1, Bing background image
Bing just out of the time, I do not like its background picture, think ya how not a little common sense. Search engine is the efficiency of the product, users visit this page, the first to load fast, the second in the "moment" to find the position of the input box, the faster the better the two. The Bing page is so flashy that it's naturally slower to load than Google, and the visual is attracted by the background image the first time. From the input URL to the input keyword, may be 2 seconds slower than Google, efficiency so low, how can we fight?
I did not get their support when I said this point to my colleagues. They admit that I'm right, but, "I just love the pictures of Bing, how beautiful they are," they replied.
A few months later, looking at a news article, a Microsoft product owner talked about the increase in Bing's market share, noting that many users like Bing's background picture is one reason for growth. I realized that I had made a mistake when the user liked the picture, willing to pay a premium for the time, 2 seconds or 2 seconds is not a problem, the key is "I like Bing Pictures." So the logical conclusion of the drying lost to the soft emotional touch, the disadvantage of efficiency instead of converting into a perceptual advantage, compared to the simple and indifferent Google-style homepage, through the emotional touch to build a differentiated brand.
2. The results of the poll show
Talk about the design of voting with colleagues. One view is that when the vote is over and the results are revealed (traditional style), the opposite view is that the result is directly on the ballot page (happy style) and I firmly support the latter. The reason is two points.
First, voting is not only a functional operation, but also a content to read. Exposing the results directly reduces the efficiency of the content reader's access to information (one click at a time), especially to those who are not going to vote, but to see the content.
Second, when you go into a polling page, if you see only the cold and dry options, then the only thing that strikes you is the subject of the vote, Da Lu Huo Ah, first impression is bland, no appeal. But the vote as a Public Participation act, it needs to incite, not entirely personal opinion of the expression, the best way to incite is to tell the user "everyone to participate." If the results are exposed and tens of thousands of people vote on large platforms, the participation of thousands of people is an appeal to the content. The more people are contagious, the more powerful they become. The first time to open the page to see this "tens of millions of people choose", the resulting emotional touch will be able to build a user's vote on the content of a good impression, and gradually accumulated for the vote in recognition here.
It's easy to see the truth when you have a lot of fun voting.
3, Photo printing pictures of the way to call
Before in the distracting thoughts mentioned, I brought the project team temporarily received a photo stamping process design list, because the hands too hasty, do not understand the printing user and made some mistakes. One of them is that the first step in the process was to select "Upload pictures locally" or "Call pictures from albums"; We feel too cumbersome, take these two steps together as a step, the user directly into the album Call interface, but also in the interface to select the local upload function, reducing a page flow.
After the on-line, according to the practice of late interview and data analysis. Before the revision of "local Upload" and "album call" The user is about 1:1, after the revision became 1:2. It looks like the new process is working--but I want to think right and feel wrong, suddenly wake up, Keith! We were wrong!
To know the album upload to save space use, the default is not to retain the original image, the vast majority of users upload images are compressed to 750px, only a very small number of users manually selected to retain the original. But the 750px does not conform to the printing specifications, if you call a personal album 750px pictures to the printing, will use the orange exclamation mark to warn you: The final effect may not be satisfactory. So for a never uploaded the original image of the album users, full screen warning signs will inevitably bring a strong sense of frustration, even if provided a quick way to upload the original image, he would be irritable to give up. In other words, the user chooses "call pictures from album" The success rate is very low, we should encourage local upload.
When you take this factor into full consideration, you will find that a large photo album does not provide a content library for photo stamping, but rather a huge advertising position. If you stick to the background of a big photo album, you will stumble on your own feet. As a result, the previous process of selecting "local Uploads" and "album calls" was the right one, and we could also make a clear prompt in this page to tell users when to use local uploads and when to use album calls. Otherwise, most users into the next step see full screen warning signs, he also down-hearted.
In this case, product designers blindly pursue the simplicity of the process, relying on the stock advantage of large albums, but neglected the majority of users of the lack of photo pixels, especially the failure to grasp when the user found that the lack of pixels produced frustration. The frustration was enough to dispel all his urge to print. If we want him to recover from frustration quickly, into the upload of the original image of the fast channel, in fact, is an extravagant hope. And the couple quarrel angry like, hurry can't stop.
4, the new dynamic tips
Recently, I personally have made a mistake in the design of the product.
In the new album of the revision, adapt to the trend to join the "Upload and publish dynamic" this function. I am not willing to embed dynamic embedded in a personal album, I hope to keep its concise style, and feel that just add a tab to store dynamic words, the hint is too weak, it is difficult to promote users to establish "access to album dynamic" habit. Therefore, the album of Interest is dynamically merged into the message center to give new message hints.
I was reminded at the time that there were few precedents in the industry for new news messages, and I retorted that Tencent's QQ2009 would do so. The first in the top left corner of the IM panel is the new dynamic hint for qqzone.
Others remind me that will not constitute the harassment of users? I am very confident that the album users upload and publish behavior is very inactive, dynamic number is very small, and at any time by the cancellation of attention to screen information. Since it can be customized, what about harassment? What's more, he's focused on someone, not just to get someone's latest developments, but to provide a more convenient way to tip them off.
And then I did it. Probably after 3 months, fortunately the development progress is very slow, has not developed to the message center this piece, I suddenly reacted to come over, damn, step on the Thunder. It makes sense that most products do not combine dynamic and information. It is not based on the reasons that others have reminded me, but I am not sure of the mentality of users reading "dynamic" and "message".
Browsing the news, the mood is urgent, I hope to see other people on their own feedback content, pay attention to the efficiency of information acquisition, while browsing the dynamic, because it is to see the content published by others, so put on a relatively slow reading rhythm. The two rhythms of a fast and slow, cannot be forcibly integrated in the same frame, otherwise the inevitable sacrifice one. Obviously, the news is their own, dynamic is someone else's, the ultimate sacrifice is certainly dynamic.
To put it bluntly, because the user has established a fast browsing new messages, quickly return to the use of habits, then I put the dynamic into the message center, equivalent to it also put into a "quick browse fast return" process, completely does not match the dynamic itself reading rhythm. But if I want the user to read in the message Center, the pace of reading quickly and slowly, is a delusion!
The result is to deliberately promote the means of dynamic, instead of drowning it.
5, the starting point of the pay model
The start of the pay model is very successful, many people sought after, this I also admit. But many people (especially the fashionable internet commentators) also want to spread the small pay model to a variety of content products. Some people think that this is to save the media a dawn, some people think this is 2.0 times to the user mode of the Dharma old ancestors, will carry forward the peach everywhere. I have a nose for it.
To study the success of the small pay model, first of all to understand, the user in the beginning to buy what is the content of the majority. Charge articles usually have to meet four elements: first, strong originality; second, the content is long, 100,000 words from the third, updated frequently, weekly update no less than 20,000 words, preferably day more 5000 words; four, the protagonist of the reading pleasure, the plot climax constantly. At the same time to meet these points are most of the yy text.
Put these four elements into the application scenario, it is easy to understand that the user pays, that is, in the fast paced reading state by the story of a serial hook nose walk, anxious to see how the plot to advance, how the climax, the fate of the characters. Read half, just exciting, no pay will not see. But the author is also updated every day Ah, can not see the urgent ah, scratching to the urgent. What to do? Had to pay for it.
So, in addition to the typical starting point yy, what kind of content to meet these four payment elements? I'm afraid it's not. There are similar works, users do not have the reason to pay. The content is not long enough, update is not frequent, hang insufficient appetite user will not pay. The plot does not have the climax repeatedly, the content rhythm one slow down, the user also is not willing to pay. So how does the starting Payment model benefit the global?
If it really is kingly, this model out for several years, can copy words have been copied everywhere. What about a solo show.
The above five cases, are some of the things I have recently encountered. In different application scenarios, the user's product use process will trigger different emotional response, the grasp of the changeable emotions, is called "product sense", is a product designers the most important talent. Accumulation of products feel no shortcut, can only use their own products, to take a lot of emotional use, what products are as far as possible to play; In addition to doing a lot of user interviews, see a lot of user feedback, the number of the more the better, from which to experience their emotional changes. A lot of information by the user sampling or interviewing skills are not to get, coincidentally this user told you, the user did not mention, or an opinion you hear more than a few times, the user changed the pattern to talk to you repeatedly, will touch a little more, understand more deeply. So I have always attached importance to the user's individual research more than group research, the number of users interviewed more than accurate sampling. Simple to use, more talk, the British Turner product sense will certainly be realized.
