Stone Interactive Wu Gang: What kind of experience should customers pay for

Today, when people talk about mobile Internet, the user experience is a very high frequency noun, this is certainly not empty talk, in fact, any innovation around the mobile Internet application, good user experience is not the core of the open.

Why is the user experience so important? From the mobile phone's characteristics, it is more close to each person than the PC intelligent terminal, precisely because the distance, the user experience of the product will be fully amplified. This requires a product to capture the user first to achieve a better interface, more humane design and more intelligent marketing, otherwise you can only accept the fate of the user to vote with the thumb.

In the PC era, the user experience did not get enough attention, in the traditional company system, the user experience related position is placed under the Technology research and Development department, while most of the enterprise's talent reserves are in the product operation and the marketing department, but in the mobile internet age, because the rise of social network, the value of Word-of-mouth spread is increased, To a large extent, for start-up companies, as long as the user experience of the product to do a good job, half the success.

Today we're talking about a user experience that's not just about UI design and product functionality itself, but including the marketing brand and other integrated "big design" concept, the design idea has been more and more integrated into the product experience, and in many times a systematic design thinking will be to a large extent determine the success or failure of the product.

Millet Li Vanchang: The core of marketing is community

When I first started the whole marketing project for Millet, the team is rarely in the traditional marketing experience, they are mostly product managers, or in the first line to do user experience designer, which also led to the whole of millet in the past one year marketing system, all around the microblogging and forum to do marketing.

Millet marketing is not just on the line, at present we in Baidu Search list of the Internet attention ranked fifth, in fact, this is driven by offline activities-every month to do some big activities, we will have two hundred thousand or three hundred thousand Baidu Index, we are through this typical event marketing to pull the brand.

For example, we have a same city meeting online, this is the user spontaneous group, the same city will be similar to our car club. I find that for Internet users, if he picks a very good mobile phone, it is very similar to pick a car, when buying a mobile phone will also take a lot of parameters apart to see.

Really go to the community as the core to do marketing, will subvert their previous many cognitive. At present, the Millet forum BBS, about 3.8 million registered members, a daily number of posts 200,000 or so, daily PV in about 5 million. If from the designer's point of view, our forum design may be very bad, but we design the site when an important principle is that the topic interaction is always the first, from this point of departure rather than simply from the UI, so this is not a beautiful site can firmly grasp the user.

If you want to really turn the community around, do the community core must be from the past simply sell products and services, become a brand-seeking company. One of the most important is how to express to the user. First, we should take the user as the protagonist. Second, whether we are marketing or products, it is very early to allow users to participate in. Third, in innovative start-up companies, how to ensure from top to bottom, from employees, bosses, management, how to have a full customer service organization structure, truly universal customer service.

Byte Li Ru One: The ultimate user experience is content

If a thing has to look at the instructions to use, in fact, is not a very good state, we want the computer to become electrified, do not look at the instructions can be used, more intuitive functions, etc. For me, the most important point of user experience is content, 2nd is content, 3rd or content.

I've asked a man a question before, what is a book? There is a person's answer I am more agree with, his most important core is the page. This is a very important point. When there were no books thousands of years ago, the binding of two pages of paper before the book appeared, all the words are printed on the scroll, and then we appear in the card-type design, we can imagine, thousands of years ago, human consumption information has been reel, of course, it is horizontal, now the page is vertical, But their common feature is that there are only two boundaries and no four boundaries, a phenomenon that has been invented by the World Wide Web.

I do not know why the World Wide Web does not choose a reel, but rather a card-style, the concept of why the page is important? From the design point of view of the page so that designers have to play the land, because there is no limit on the design, design is always making different decisions. A lot of good in the world is what we all want, but we are not living in a vacuum, we have to have a choice, very simply speaking, for a graphic designer, if you use reel-style, web-style scrolling, his carefully designed picture location, it is likely that your mouse roll it shape.

When we talk about the user experience, we are not talking about the software is not easy to use, more is what you feel when you start reading this book, and those things are the details I've just said, not even the speed or anything, because for us, our users are reading, not playing software.

Easy road Car Zhou Ai: The user experience is far from the interactive experience

What is the new experience that the mobile internet can not replace? I think it is two o '-point, that is, on demand.

Mobile app will pay special attention to the installed capacity, but in our case, in fact, every installation of users have paid the cost of promotion. How can you really be effective with every penny you pay? Our view is to prepare only for those in need. Our analysis of the user found that 25-35 years old, 85% is male, it, investment is our most typical customer so far, they have three characteristics: first, must be active installation. Second, it must be a voluntary installation. Third, is a jailbreak customer. The installed capacity of the easy road car is not very large, we want to affect the people who really meet the needs of our services, and provide them with the best experience.

Many people's mobile phones are now installed on the hundreds application, how to avoid making their products do not become "zombie"? If a product constantly disturb customers, and constantly through the client to tell him we need to upgrade what, the user may be a lifetime of gas directly to uninstall it, we are very careful in this respect, do not do too much push, Instead, use the message channel well.

One of the easiest mistakes developers can make is that they tend to have a good understanding of the interactive experience as a user experience, and I think this is not enough, and the most important thing is whether the feature itself is deeper, more threshold, or more supportive of the user. For example, we need the ability to have large data support, such as we have recently introduced a service at any time, you open the software, you can see where the nearest car, you can quickly hit. Like these services need our strong offline support to be able to do so.

EICo Design Zhang Wei: The value of designing thought

A good design must be directly accessible to your end user. In the design of this field, from the idea of the design to the production of products delivered to consumers, will accompany the inevitable attenuation, the designer's first truly devised design when passed to the hands of consumers, the real degree of reduction is very low, so be sure to be able to directly and end user dialogue.

We originally for Sina design their microblogging client, then we ourselves to do weico, a lot of people ask you to do a good job for the party, why do you personally to do the user-oriented things? Our idea is that we can do it on our own, and we can do it better. After 4 months on line we only got 800 customers. This result let us very disappointed, we also reflect a lot of problems, because we can really affect the product is the idea of design, so that the design become part of the spirit of the product. This is our value. So we have repeated the efforts of the revision, our microblogging client to make a person who can spit the things, by June 2012, less than two years, Weico products now have 10.75 million of users, of whom 70% are female users.

How should the design company solve the problem for the customer?

Customers always ask for their needs, and good design companies should be able to help customers find things beyond their vision. We do not lock in a comfortable area, the design is like fishing fish in the sea, often customers tell you at this point to fish, but we do not know why to fish in this place. What we have to do is to put the customer's question, with what we find really valuable, and then dig deeper, that's the real value of design thinking, so we often call this process digging wells, and our clients tell us that there's a well, and then we tell you to dig, but actually This well is not good, we need to help him to turn over several mountains and then help him build the well. We need to be able to help our customers get to the ground and help them climb the mountain and down the hill to find a suitable spot to dig well.

Of course, solving problems is not enough for a good design company, design is not only able to answer questions correctly, but it is very important that it can raise important questions, it is to create a problem, not to solve the problem, so design ideas must extend to the latitude of creating problems.

UC Jiangweizhong: The user experience of mobile browsers

Speaking of browsers, in my understanding, in fact, the browser is a so-called online browser, so that users faster and better to reach online reading, is our primary task. Our first goal is the user to reach the fastest content, we in order to complete such a mission, we have adopted a lot of technology, such as compression, with the local cache management, later transmission protocol optimization and so on.

September 2011 We released the UC Browser operations center, there are currently more than 15 million monthly active users, in the build Operations center user experience, we will focus on three points.

First, how to let users find our application very directly? We are providing users with an app store that will not only be recommended to users, but will also make it easy for users to find inside, of course, there is a shake, this is a more interesting application of the App Store, by shaking the application, Users can easily find new and interesting applications. is to allow users to quickly find applications.

Second, to make it easier for users to use this application, maybe I will be in two parts, our entire operation center is a container, this container in the UC Browser homepage can be found, in the middle part, not only that, we will let users each application is very easy to send to the desktop, Of course, this feature on Android can be achieved, such a process for users, we can be the application of the portal greatly improved.

The last aspect is that we can make it easier for users to manage the apps that he downloads, and the entire Application Center, including the application market, is an application based on HTML5 development, so we can see the page application, the impact is still very large. What does this application bring to the user? What it does bring is the process of getting close to the native management of iOS, where users can manage charts, drag, add, or subtract, and are a very convenient process.

Stone Interactive Wu Gang: What kind of experience should customers pay for

A French scientist once put forward "theater theory", he said you don't know how a worker sits with two businessmen and how they feel when they watch a play in the stage, so when you edit a play, you have to take into account the atmosphere of their environment, when you actually take this theory to today's mobile phone and the internet, We say this is a situation, in different contexts, for the user's needs, products for the user's so-called content is certainly different.

So I think a lot of applications, the reason why they are born now, the main reason is that we have migrated from the PC fixed environment to an unfixed environment, we do not know what context users will use our applications. Another very important topic, users enter a product, I have been pursuing a "33 principles", an application download down, or before downloading, its icon, its screenshots and introduction, are applied to obtain the download of the particularly important reasons, when users download, a open application, It may take only three seconds to decide whether or not he wants to save the application, when the user wants to save, he takes three days to decide whether to use this application for a long time, if the user feels that the application is consistent with his imagination and requirement, the product realizes its value. So at every three, the user's choice and user focus are different, and you have to give him what he needs right away, and he doesn't have much patience to wait.

What role should we play as a designer? Many designers used to think that the game was designed by me, users to play according to my logic, I want to give you what is what, I can change the values and tasks, can change the content of both sides of the enemy, In fact, users are increasingly not accept this practice, users in the enjoyment of this environment, the user itself has changed, is the user evolution, for users we do not need to do too much intervention. Just like some people say that there are so many grass in Australia, if you put some rabbits in the past will not be too much grass in Australia, and later found that the result is more and more rabbits, and Australia a lot of land shortage, which means that the environment itself is balanced, if you go to destroy its ecology will affect its survival.

For online games, I sometimes talk to my planning and operations staff, a product design, you want to change, do not change, do not change the product will not have any problems, but you are very likely to change the product will cause a crash of the state, such as a game "wow" the recent loss of users particularly much, This is due to the operation of a new agency, the agency will do what they see as "reasonable" changes in revenue. Finally causes the player to be exhausted, when the user Group One one crashes, you may discover this user ecosystem environment has already had the fundamental change, therefore its user churn rate slowly turns out to be out of hand.

When we talk about the user experience, we are afraid to be self-righteous. This self-righteous, means that a lot of people think I am the user, I like is the user likes, in fact not, for example, our game, we started with some big beauty in the guide, the Web application when the popularity is still very high, But when we do these apps on iOS and Android, has been reviled by a lot of people, because the users of these systems are very high-end users, they say that I open in front of a friend to use when you let my friends see what I show is this picture, you will let others see me.

I was thinking, we subjectively want to provide users with a function, but the market users do not seriously take these functions as you give him the benefits, but feel that you create a great obstacle to users, in fact, you simply do not know who your users are, what they want.

Innovation Workshop Wu Zhohao: Design-led innovation

In fact, in the past few years, nothing particularly exciting technology-driven innovation has happened, but our entire lives, jobs, and society as a whole are profoundly changing, why? Because there are a lot of product drivers happening, they are changing the world.

At the same time, the platform or the platform resources that each of us can use have greatly expanded. For example, to do iOS application, tightly around the Apple platform to do development, such as we develop an application today, can use micro-Blog account login method quickly accumulate a large number of users, rather than have their own channels to attract a large number of users.

Because there are a lot of platforms to use, so today the structure of our company has also undergone a great change. Is the so-called lean company, in the midst of which is three pieces, CEO (founder), Technology (leading a few engineers), user Experience Designer, in the traditional company, user experience is placed in the sub department of the Technology Research and Development department, most of the talent reserves are in the product operation and marketing departments, and today, Because of the rise of social networks, to a large extent, we just have to do a good job of the product experience, the company became.

We can divide the company into two broad categories, one is a company that has traditionally paid attention to design, a company that has traditionally paid little attention to design, and the design of companies that traditionally focus on design, such as gaming companies, or mobile phone companies, designed to bring value, including differentiated value, reduced risk, and why risk reduction? Because originally you need your research and development team to come out a product for half a year, the result is public do not like after the listing. But now it's only a few weeks from the design team that you'll be able to verify this thing, then you can have better iterations and expansions, such as a series of products you come out, how to make your design resources better and more effective to support a range of products, rather than doing each of these products as a new product, it takes a lot of resources, Finally get the product influence.

What kind of people do we need in a start-up company? In fact, we need is far more than his job description of the people to do things, for designers, but also from the product of the overall consideration, you have to consider product design, how to grasp the needs of users, how to connect the needs and functions, What is the most appropriate way to present and satisfy. At the same time to consider the technology, what kind of technology implementation is optimal? In turn, technology and design can be mutually reinforcing, and you have to consider business value. (Text/business Value magazine)