QQ music product manager Huang Chuxiong: emotional relationship between products and users

QQ music product manager has some insights about the product.

2014 is the tenth product year of QQ music. Over the past decade, we have witnessed the development of internet music with our users. In, QQ music released the first version of the iPhone platform. Over the past three years, QQ music released 44 versions, there are many stories and product feelings worth telling.

Simplicity and complexity

Why make the program so complicated?

This is easy for users!

This is a common conversation between QQ music developers and product managers. In the first version of QQ music, we often received feedback from users: when we get up in bed in the morning, we find that all traffic is used up. The reason is that there is WiFi at night, because the network at home is unstable, switch to 3G, and play the song all the time. Based on such user feedback, we decided to add some network traffic reminders in version 3.0.

The first question is: whether to make a switch or a reminder. Making a switch is the easiest way. If it is a user who does not care about traffic, it will be open and listen to songs on the mobile network. If it is a care traffic user, this reminder is disabled. However, we wanted to go deeper. In fact, this reminder is required for the vast majority of users. At that time, most people were using a 2G network. The user needed a reminder to inform the user that the product is user-protected and that we are doing this.

The second question is: when will this reminder be sent? We found that for a mobile phone music software, the biggest traffic consumption is when broadcasting music, and audio playback is the most traffic-consuming scenario, it is most appropriate to make a prompt in such a scenario. This is not like a floating window when other apps are started. We will remind you when you click to play a song.

The third question is: what do we need to do? Mobile phones are often switched between different networks. We find that users are not aware of the mobile network and Wi-Fi status. The user knows at home that he is using WiFi, so he is listening. As a result, he did not know that he had cut himself into 3 GB. Therefore, we made a reminder that the user was successful only when he was on the network. If the user confirms it once at 3 GB, it will cut it into WiFi and accidentally cut it into 3 GB. At this time, we need him to confirm it again.

From the beginning to the end, users only see a pop-up window when there is a need for network traffic. We have written a lot of code for this logic, which is actually a concept of ours, we often say one sentence internally: we should leave the complexity to our development and simply return it to our users.

Surprise

At the beginning of this year, a movie was very popular, called "ice and snow romance". Later, a film was also very popular, called "you from the stars". Those who have read "ice and snow romance" should know that there is a lot of singing clips in this film, we can even see that it is translated into local languages in various countries, and 51 different versions are said on the QQ platform. We can see bilingual subtitles in the movie. After the fire of "you From the Stars", we found that a large number of users were sharing Korean songs. In fact, we found that we could not understand Korean songs, and we saw the demand for translating lyrics.

Everyone should have enjoyed the convenience that subtitle groups bring to our lives, whether it's the latest Japanese, American, or Korean. Therefore, we found a subtitle group for cooperation. Within one month, from product design, launch to release, we started from scratch, in a month, we have accumulated about 30 thousand translated lyrics. After going online, the user was surprised because the user thought that he had such a requirement and he did not tell anyone, but we have indeed met this requirement. We found a large number of screenshots on Weibo, and some users even said: I think QQ music has another function, which can help me learn English.

We often hear the user's requirement: desktop lyrics. However, some interfaces opened to music on the iOS platform are still relatively dead. We began to find that we couldn't do it, but when we had another brainstorm, we found that the user's requirement was to read the lyrics without entering the app. Therefore, we have made creative implementations, which is also the industry's first implementation method, and achieved the lyrics on the screen lock. This is an implementation we created by ourselves. Various protections make this thing more perfect, and it has become a standard feature of music software. At that time, the user thought it was cool because he had never seen such an app.

Accessibility

During the preliminary research on version 2012 in 3.0, one of our users asked us to support Apple's voiceover. Voiceover is an accessibility feature provided by the Apple system for blind users. It allows you to operate the app without looking at the screen when you close your eyes. We also looked at some of the applications on the market. At that time, in addition to Apple's extended applications, there were basically no applications that supported this function well. Therefore, we have made some accessibility Optimizations in the 3.0 version.

We also called on other developers to join in such a accessibility support action. I think Apple has done a good job in the same way as we do on the mobile Internet, let these people have the same ability to obtain information as we do.

Fun

When the iPhone 5 was released, we found that our voice search function was used in QQ music. If it was too loud, this program would be suspended and could not be changed within a short time. We can find a solution on our own. Later, we made some interesting optimizations here. When this program detects that the user is talking too loudly, we have listed a lot of interesting things. For example, when the user is talking too loudly and downstairs, we have a random prompt saying that the program will still be suspended, but before the user hangs up, he can actually feel that we are joking. I think it is a kind of care or a Q &. After our voice was sent, we found that the use of this function suddenly increased.

QQ music product manager Huang Chuxiong: emotional relationship between products and users