Facebook Experience Design ingenuity

Feather Qi

Public Number: 37-point 2-degree experience (Id:ali-ccoux)

Banner production: Morning Reading Hall-small Shallow sing

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The Internet era product competition is fierce, product excellence is not the same as technology leader. As Lo Zhenyu said, "The industrial era is loaded with specific functions, the Internet era is loaded with fun and emotion," as Steve Jobs said "We are at the intersection of technology and humanities", the function is naturally the product necessary attributes, but the emotional attributes have risen to a good product standard, social products in emotional attributes more easily extended.

Social-networking products, whether connected to acquaintances or strangers, are essentially building social-chain relationships. The social product operation consists of the following three dimensions:

1) Social relationship chain: What does it take to attract users?

2) Social carrier: What do users come in for?

3) User Incentive System: Why do users want to stay?

Facebook revolves around three dimensions, using social carriers (common types of social carriers such as photos, logs, status, check-ins, video, voice, events, games, etc.) to take on social networking relationships and allow users to navigate, comment, reprint, like, collect, participate, etc. Countless such cross-cutting processes form the social relationship of social networking sites.

Facebook optimizes the usage experience from the social relationship chain, allowing users to receive new messages/new features, learn about new features, and use new features to increase user stickiness. Here are some of the specific experience optimization points:

1. View unread messages immediately after entering Facebook

After entering Facebook, click "new story" to quickly jump to the top of the page to see unread new messages.

1) move from the current location to the latest message to let the user perceive the state of the location.

2) by moving quickly to the top of the dynamic, so that users can perceive the message when it takes about time to spend.

2. Forward articles, movies, and even ads into friends-related links

Using "The others have responded, you still do not respond?" "The empathy inspires the user to click on push message enthusiasm.

1) Friends of the comments, forwarding, tell the user the action of the message, the user can freely choose to view the push message.

2) Number of likes, comments, number of forwards and other figures show the extent of the current fire, users can freely choose whether to view.

3. Systematic notification function

If the message is displayed in full, it will appear as a lot of information and let users feel clutter and reduce the frequency of viewing messages. The systematization of message notifications allows users to read quickly, and Facebook makes a few small changes to the flow of information, allowing users to filter out their more interested or relevant messages, and choose whether to click into the view:

1) Each message is labeled to identify the type of message.

2) The Blue bottom represents the message that has been clicked, reminding the user of the action.

3) content that is highly relevant to the user, using "recommendations" to give users priority clicks.

4. Show the top five photos, the rest show the number of photos left

When a friend uploads a large number of photos, the user can determine how long it will take to complete the first five and the remaining numbers, and then consider whether to continue clicking to view other photos.

5. Push "message notifications" on your phone to push only messages that are highly relevant to the user itself

With the user's own height-related messages via mobile notification push, such as past historical Review, friends reply to their own news, etc... General likes, replies, comments and other less relevant to the user's own message, will not be displayed in the phone system notification, avoid high-frequency interference users.

6."in the history of Today"

Users can see what they have done in their "History Today", recalling past messages, as if they were looking at their biography.

1) Think of the situation in the past when the message was sent.

2) Let the user feel that the past action will not disappear because of time, but to constantly build their own biography.

7. First view the latest news, highlight the gradient reminder

For more comments, let the user view the latest updates directly, and use the dynamic effect to gently alert the user to the messages they currently need to view.

8. New features on-line, using light dynamic mode to remind

The part that requires user interaction, the use of a light action to remind users to use the new features, mildly guide users to choose whether or not to try.

Experience the impact of a heavier change, such as new reading mode, the use of large messages to remind users to open a new page, if you click on the rest of the article, show the old way of reading, so that users can choose their favorite way of reading.

9. Celebrity broadcast live, with user interaction function

When you receive a live message from a favorite celebrity, you can click on the site and interact with celebrities using text or likes, and there's a close page after the broadcast, and the live interactive text messages turn into comments and likes.

Summarize

Facebook's optimized small-feature experience revolves around the principle of letting users know all the messages they have about themselves and choosing whether or not to try a new experience.

1) When a user receives a large number of messages, he or she is free to view them according to their priority and knows how much time they will spend.

2) When the new function is on-line, the user is informed by light, so that the user decides whether to try.

All of the messages that Facebook pushes to users are understandable, but they don't push new features into the user's use, from Grayscale Publishing, A/B testing, or even to two features that are directly open to the user's choice of presentation. From the data point of view, different from the forced push message is simply and rudely communicated to the user, can improve CTR, but from the conversion rate on the target users are not accurate delivery. Facebook's ingenuity has made it easy for users to stretch freely in social networking and to use stickiness and reliance on this social product.

Facebook Experience Design ingenuity