Product 3: waterfall stream, dynamic stream, and medal

There are three popular product elements: waterfall stream, dynamic stream, and medal. What I call this product is vulgar and it is easy to be abused due to its popularity. PM may choose them because they are "fashionable" and "standard" and "used by others", which is terrible. I have been tossing about the dynamic stream and the medal, but I have suffered a little loss. The summary is as follows. Yunding entertainment city

Waterfall stream

The originator of the waterfall stream is Pinterest, and 97.9% of Pinterest users are women. There is also a saying that foreign girls have the habit of collecting newspaper climbing since childhood. Pinterest transplanted this habit to the internet, so it quickly ignited the popularity. It sounds reasonable.

From the perspective of interaction, waterfall streams have two major advantages: the first is to improve the efficiency of "discovering good pictures", and the second is the strong visual appeal of image list pages. To enjoy these benefits, you have to consider several frontend conditions:

• Browsing behavior lacks a specific purpose and focuses on the mentality of "browsing" and "scanning the street ".
• No dependence on complex information indexes
• The user uses images as the primary search object, and the texts on the waterfall stream page are only secondary auxiliary information.
• Relatively high portrait Ratio
• High Average Image Quality
• The Style and temperament of images tend to be similar (also the reason why Pinterest always adopts the invitation system)

Compared with the above six points, is the waterfall stream a breeze? Is it blind? Wake up and wait.

Dynamic stream

Dynamic streams bring many benefits to products. For example, users are used as nodes to achieve almost perfect information distribution networks. However, before using this design, we must first understand that at the user level, it is essentially "subscription", and the root cause for users to accept dynamic streams is, the subscription method improves the efficiency of obtaining high-quality content.

Let's take a look at some of the frontend conditions of dynamic streams:

• The number of subscription sources that users are interested in is huge. It is especially troublesome to view them one by one, and it is more suitable for aggregation browsing.
• Subscription sources are not only large in quantity, but also difficult to manage by category, which is more suitable for user-defined subscriptions.
• The subscription source can effectively manage the content output quality on its own without a large amount of impurities.
• Users can easily find the subscription sources they are interested in.
• The higher the frequency of user login and publishing, the more suitable it is for dynamic streams, and the larger the effect

It corresponds to the opposite of the dynamic stream, that is, the public exhibition area of the content. In the UGC product, the Forum is the best example. What kind of information distribution form should be adopted, and the "Optimal Solution for information retrieval efficiency" should be the only criterion for judgment. think more about how to make the user better, instead of how much value the relationship map of the monkey year and month creates for the product.

Medal

Last year, I made a set of photography and medal systems with about 70 or 80 pieces. I reflected on it later, and the input-output ratio was low.

There are two starting points for the medal promotion. The first is "Collection". To maximize the effect, there are three prerequisites:

• The customer loyalty is extremely high, and the feelings for products are the biggest motivation for collection, followed by mutual comparison.
• Collection-type medal planning should have clear and reasonable step difficulty settings to earn a sense of accomplishment from the challenges
• Medal planning should be systematic and well organized. It is best to publish most of the maps in advance to facilitate users' search by map.

The second starting point is "encouragement", where Foursquare is the author:

• The medal plan is not open to public, and the user hits it on his own
• Users are pleasantly surprised when the prize is obtained. "surprise" is the top priority.
• Control the time and rhythm of the medal, and it will be numb if it is too dense or sparse.

The above two starting points can be divided, but there are common old products in the market that use the medal as a means to sell advertisements and push new functions; or a new product provides a huge road goods medal, give me a medal for everything you do, just like the Vietnamese shield on the street. The problem is that if you don't want to pick up your teeth, you have to carefully design the trigger conditions for the medal. Not only does the overall product change a lot, but the development of the medal itself also has a low cost. Is it worth it when the medal system is broken down? I think it is not worth it.

Looking back at Foursquare, the originator of the system, there are several reasons for the success: First, (at the time) novelty is not conventional; second, the path to sign in for the medal is concise and lightweight, and highly consistent with the main process; third, you can play with a variety of interesting tricks by simply relying on a very attractive "Check In". Fourth, the medal has a high weight in the product architecture and is very prominent on the page. It can even be said that the medal is tailored to sign-in products to achieve the optimal cost-effectiveness, and the effect is greatly reduced when the product is moved to another complex system. Coupled with the crowd of followers, the surprises gradually become paralyzed. "Big work" won't get back the labor cost, so it makes a small effort to push advertisements for customers, and it makes the product cool.

So recently I saw a new product with a medal system, and my brow was wrinkled, and two air conditioners were called out in my nostrils. However, when I thought that I had such a hard time last year, I was blushing. Dear students, I was disappointed to blame myself for planning the medal in the first quarter of 2011. After a year, how have you suffered ......

The product industry is changing with each passing day, and new elements of new concepts are introduced almost every quarter. The new elements of success often have special background requirements and require various frontend conditions. When you see everyone's hot spots, you will be eager to copy them without thorough research. Even if you are fashionable for a moment, you will often lose your underpants.

Product 3: waterfall stream, dynamic stream, and medal