Roaming users ' needs in mobile electricity dealers

"Editor's note" the author of this article @atorange Orange, a product manager, designer. See this year Jingdong Mall orders from the proportion of mobile is just over 4%, but the growth of wireless Taobao up to 600%, the turnover of 50 billion, Jian share of 8%.

The author asks what caused the two different situations? What is the user's need?

Why did

hang around

Small screen size, at the same time easy to carry, is the inherent nature of the mobile phone terminal, and PC large screen, not portable to form a sharp contrast. Only from this point of view, mobile electric operators should never be the continuation of PC, no matter how good you do on the PC Internet, does not mean that you copy to the mobile Internet will certainly be successful.

The small size of the screen determines the reduction of information carrying capacity, the operation should not be too complex, product features should be more focused; Easy to carry determines the "anywhere", any time point can be used anywhere, such as bed before bedtime, before work on the subway. It is precisely because of this characteristics that the user in the use of mobile phone terminals produced a different demand:

wandering--corresponding to anytime, debris time more like reading--corresponding to small screen, hate large text real-time information-corresponding to any time, such as logistics inquiries, such as convenient payment-the corresponding small size screen, not too much operation

This is mainly about wandering this feature, from the macro point of time to use mobile phones are often wandering: microblogging, games, everyone, news, Taobao, etc., are in the boredom of time or to resolve loneliness, on mobile devices, users can lie in bed, on the way to work, in the toilet when any debris time, open mobile phone "Hang out." This means that users can be free from the impact of the environment, at any time on the phone to meet their roaming needs. Loitering is often accompanied by the purchase behavior, the mobile electric business is a natural sticky point.

From the product attribute look, Taobao has a natural advantage. Full coverage, a large number of homogeneous products so that Taobao has a "stroll" attributes, such as Taobao's hottest women's category, is "stroll" a good place. It can be said that Taobao products from the PC end has been to instill in the user "stroll" concept, in the mobile phone end to do a stretch is already very good. Shopping with a strong purpose, the number of goods at a disadvantage in Beijing east is difficult to hook up the user "stroll" desire.

Stroll Experience

The demand for loitering, such as beauty, Mushroom street, such as shopping in the social shop, can be categorized as a third party guide, and Taobao, Beijing east such as straight camp, can be classified as regular army.

First look at the user portal, Third-party shopping for the reasons for its own positioning, APP opened can start to stroll directly, this is fully in line with smartphone applications need focus, simplicity, direct characteristics, even their name is and "stroll" related. Mushroom Street is in the latest upgrade to remove the original need for users to waste brain cells home, strengthen the feeling of shopping.

Regular Army, Taobao very clever use of horizontal sliding screen to introduce the function of wandering, and Taobao women focused on the second screen, and do not say this kind of interactive way of good or bad, but at least can see Taobao to "stroll" attention. Jingdong also found this feature, in the client main screen on the most important position to join the "stroll" this column, do not rule out the Beijing East playing a game of self-deception, only to put a "stroll", the product, users will visit Beijing East? (Spit the Groove, after the text will be fine analysis)

Content rendering aspect, the third party shopping guide type APP unifies uses the waterfall flow the form, with one dimension space's feeling guarantees the user to stroll the continuity. But the content itself, although the classification latitude different, all want to first give users to stroll the surprise, such as Beauty said in the "hot", stroll in the "find like." The regular army aspect Taobao mainly uses the search aggregation the way, extracts the user popular search content as well as the good shop, on the other hand its platform localization also does not fit the waterfall flow the manifestation.

In the age of reading, the user needs to understand the product across the screen, image is a user of the product to form an intuitive judgment of an important factor, the quality of the picture has begun to become a decision to buy a stealth condition, and in the loitering this is particularly important. Taobao accumulated on the PC side of the user habits and platform positioning determines that even if not the best picture will not let users dislike, third-party shopping-type APP has formed a mature image screening mechanism to ensure that the user's wandering experience, you can say that both sides of their own characteristics to do products, and jingdong in this respect the performance of the previous section.

Jingdong as a relying on the 3C fortune of the website, most of the standardized goods, the user on the Jingdong more with a purpose, the use of the process is often: "search → compare → buy", which is a relatively fixed user flow. Along with the Beijing East Hope transformation becomes the comprehensive retailer, besides the PC end exerting force, the mobile end is also an important factor. Jing Dong in the "stroll" this column fully assume the company's strategic needs, but did not take into account the user's use of demand, now the entrance only played to tell users Jingdong also sell slippers, clothing, accessories and other commodities role.

Picture quality from the product itself is a great mishap, jingdong realistic style of the picture for purposeful shopping is enough, but as a stroll is too bad, on the phone to see such things even the desire to stroll, not to mention buy. Channel classification, Jingdong first presented is to guess you like (although never guess), after the women's Channel, Men's channel, holiday channels, preferential selection, Jingdong seems to want to do full coverage. (I can only say that Jingdong wants to tell users he is selling slippers too)

From the wandering point of view, because Jingdong is not like the third party shopping for the female-oriented APP, its "stroll" this column appeared also can be said to complement the existing market vacancy (I do not discuss whether there is a need for the problem), but also to help with the positioning of the East itself transformation.

Then according to this idea, his column classification can completely bypass the Red Sea of women's clothing, more focused on the advantages of Beijing and east itself, such as mother and child, large household appliances, daily necessities, to bring new experience to consumers. This way, in addition to improving picture quality, "Guess you like" Such a highly personalized function in the beginning also can not put, whether it is 1.0 of the editing mode, or 2.0 of the user model is a good choice in the early days, I believe that as long as the Beijing-East force data will be changed accordingly.

hanging out of the design column or three columns?

The continuity of the waterfall flow in one dimensional space ensures a good roaming experience for the user, and the waterfall stream is the most appropriate place to use. In the existing APP, Mushroom Street, Beautiful said that the unified continuation of the Pinterest of the three columns of pure pictures of the display way; Stroll is a column of large graphics and text design, personal analysis of the White Raven to do so in order to highlight product quality, go to the minority (product point is also more for the day cat products).

But simply from the angle of loitering, the author is more inclined to design with the former.

First of all, users hang out when the design of the three-column pure picture because can show the number of goods can be transmitted a kind of ling Lang everywhere feeling, pure picture form is also more intuitive, unified, reduce user decision-making costs;

Second, the display of large figures and text weakens social attributes, reduce the user clicks into the detailed page of the power, because the look at this page seems to be able to see the end, point into the user to see the same thing is almost no comment (comment function is not directly, stroll for "appraisal").

Although a large column of text does improve the quality of the feeling, but compared to the shortcomings of this advantage can be ignored, not to mention the quality should be intrinsic, not external.

Social must register login?

Social networking seems to be the common feature of this group of products, this one is to supplement the demand for Taobao itself blank, the second is to increase their own stickiness. Functionally, it's also similar: like, comments, collections, sharing, likes and comments are in the enhancement of social and sorting functions, the collection is to increase the stickiness and service users, sharing is to spread, these are the usual functions, but also the most basic, but for different needs believe there is a lot of imagination.

These features are good, so why should users be allowed to increase the threshold when using these features? Users want to like, comment, sorry, must register first, otherwise NoNoNo. You can tell the user that this is to prevent the navy, but to prevent the Navy is not the user's responsibility, registered login for the user is actually a very high cost things, you can imagine to shop shopping, you like something, want to express their favorite, after the shopping guide said, you can not like, You have to register as a member of our store.

From the product point of view, the registration of landing is a very annoying thing, if you can make choices for users is not better? What's more, for users to register as a shopping guide to the members of the site is really so important? It is not difficult to configure a recognition ID for each cell phone with current technology.

Social is good, but social is also to serve the users, the ultimate goal of the function should be to let users have a better experience, user-centric is always the core of Internet products.

Conclusion

In a word, the author thinks how to rob the user of the fragmented time, so that users are willing to "stroll" here will be a mobile electricity business an important topic. How to let users stroll more comfortable is the product manager needs to think about the subject. In the function of increase or decrease, know to put down, will get more!

Author Blog: @MyDNA

Post: Geek Park