Ambiguous men and women in the waiting for the pain has not been read back

Like the previous generation of emails, MSN, Skype, this generation of Whatsapp, line, Facebook Messenger and Google hangout are communication tools between people. But with the previous generation of Email, MSN, Skype is not the same, in addition to Whatsapp, line, FB Messenger and hangout are more concerned about "mobile", is that these communication software provides a very key new features:

Read messages

Really, technically, the read message is a very small function, you ask any engineer, he will tell you this but is a database of 0 into 1, and then push it to the "sender."

But if you look at consumers, this function is obviously very, very important to them. To the Chloe yesterday wrote a "We in the community media lovers ' whispers: God Kill, why have read the message does not return!" "The profile of the new technologies, including" read, "has been shared over 3,600 times overnight.

About having been read, she brilliantly said:

... Kuang man Yuannv in line, Whatsapp, FB Messenger conveyed a vague love and solicitation: "What are you doing?" "," said the Pacific Rim is very good-looking yes ", then, at any time to look at the phone to see the message has been read, the other side returned no, the other online did not; ambiguous men and women by the communication software constraints of the mess, and then in have read the waiting for the torment, cursing has read really the invention of the day to kill ...

But instead of such a phenomenon as "conditioning", it is actually digging up some kind of "longing" deep within people, a tendency to quickly get a response and know what will happen next.

"Desire" and "must"

This makes me want to Nir Eyal of this "why Behavior change Apps Fail to change behavior", he mentioned that people's needs in fact divided into "wanna" and "hafta". Wanna is the abbreviation of Want to, is the things you desire to do-lazy, love now, see the loved ones, eat a big meal, watch the May Day concert, these are very emotional, emotional, impulsive things. In contrast, HAFTA is the abbreviation of Have to, it's your brain that recognizes the things you have to do-work, schoolwork, exercise, eat less, these are sensible, oppressive, logically aware of doing better tasks, but are often the most emotional things we want to escape.

The failure of network services and apps, is often targeted at the HAFTA, but did not meet the wanna. The best example is that since the Internet, countless brave people died in the "travel itinerary" battlefield. Logically speaking, the consumer before going to travel, of course "need" also "should" arrange itinerary, so make a good trip planner, should have market. But it turns out that 20 years of network down, no one such network services should have great success. Why? Because the vast majority of people, "want" lazy, "want" to escape, "want" to say.

Observing the physical tourism industry will know that people know that "free line" is more able to see what they want to see, and "with the regiment" is often because the travel agency want to make more money and be placed in a weird shopping trip. But the fact is that the vast majority of people still choose to follow the group, that is, the itinerary arrangements "outsourced" to travel agencies. The reason why, although we "know" that their schedule is the best travel experience Hafta, but "do not think about it" is a day has been overwhelmed by the work of people wanna. For most people, wanna usually beats Hafta, so trip Planner is a very difficult product to have a huge success.

The same is true of many, and the vast majority of Apps, such as calorie management, sports planning, and wedding planning, all have similar problems. In contrast, a handful of people who seize the wanna products can get good results in the market. Runkeeper is the best example, it captures people's "love now" mentality, I think it is the most important key to get the love of the sport.

So, the inspiration I get from this is that when designing a product, the focus is not on the technical complexity of the feature, but on what they mean to the user, especially if they can hit their wanna. Read the message is such a simple thing, but it completely hit the yuannv of the mind, it is no wonder that this thing has been so widely copied, has been so widely discussed.