Scramble for attention on the mobile device side

I still remember the surprise and shock that it brought to me when I saw the term "attention economy" in "reader" many years ago. The attention economy seems to herald the arrival of a new era, from a limited age of goods to an infinite information age. In this process, people's attention is more and more precious. People, as the subject of choice and use, become more and more important.

The attention economy is produced in a particular internet age. It is only when the Internet age arrives that the importance of attention is historically put on the agenda. Attention refers to a persistent yardstick in which people focus on a subject, an event, a behavior, and a variety of information. We can quantify the acceptance of people who are concerned with information and events, which form a large amount of intangible assets and therefore have value. Because the physical products need only money, theoretically, as long as a person has an unlimited amount of money, you have unlimited potential to develop his consumption potential. But, the Internet product wants the person's attention and the energy to use, the money may be infinite, but the person's attention is very limited. So it's much harder to compete for attention than for money. In other words, in this era, users will really feel that they are God, and can do without paying the god.

Attention economy has its own unique connotation and characteristics, the Italian economy has created a new business environment and business relationship, it has changed the concept of the market and the market value distribution of new business model, so that enterprises pay more and more attention to customers and the value of ordinary users. The advent of the mobile internet era has made this concept more popular. Mobile devices give people more attention because they are small, convenient and private. Mobile Internet products should, by their very nature, have features that the Internet products do not have before, making them a success on a small mobile device battlefield.

Limited attention-There are too many good things!

Mobile internet has undoubtedly opened up a new battlefield, the new product has the characteristics of whether these characteristics meet the typical characteristics of mobile devices is the key to the success of the product. When designing a product, try to answer the question, what kind of information does the user want to get, complete, complex, or straightforward? Does the format of the product content conform to the mobile end feature? In what environment does the user use the product? What kind of interactive way does the user get the information content? In the constant answer and Trade-offs, the mobile internet can be in the limited attention to get more eyes.

Within a short period of time, Apple, Android, BlackBerry and Symbian App Store have millions of products, and countless apps are available every year, month, and even every second, so many applications, so many designers ' idea emerges, How difficult it is for users to love one or several products. The more choices you have, the more difficult it is to attract users, and the harder it is to maintain user loyalty. We strive to understand the user's ideas, study the user's use habits, testing the user experience of new products, we not only strive to be born perfect, but also look forward to the wonderful iteration. We pursue a more perfect every step, only in this way we can make our products more users of all ages.

Scramble for attention--throw it when it's not good!

In the physical commodity era, "Customer is God" more like a scam. Producers and businesses for users to do is "cheat" you go to buy products already in the warehouse, once you pay the money, sorry, you from God's position down. From after-sale to warranty to the use experience, I do not know how many people can feel that they are "God." And as God's you, pay your hard-earned money to buy a kind, especially valuable material, you have to try to change yourself to adapt to it. Otherwise, would you throw away a plasma TV or a fridge or a laptop because you're not using your experience? Who spends so much money to buy an ipad and says, "It's hard to throw it away," and it's hard to use at home as decorations. But the advent of the internet era has completely overturned the arrogance of producers, delete or uninstall an application how long it takes to decide or how much cost to pay, especially when the dongdong or free time-of course: not easy to throw!

Therefore, the interactive design of human nature and the perfect visual effect are very important to attract mobile users. There are very big differences between the mobile end device and the PC device in terms of product characteristics, usage environment and use reason. When making mobile device products, we should pay great attention to the user's consistent "experience" in the process of using. General users in the use of mobile devices are in the state of being alone, users will have more input to the use of the state, the product allows users to maintain this state of the ability is the key to success or failure of the product.

Maintain your focus--the process of being addicted to the experience!

Mobile internet age, people focus on the small screen time is more debris time, bus, Subway, waiting for friends, night before bedtime, mobile phones are the most convenient and quickest connectivity tools. In this fragmented time the user has a stronger purpose. It has been pointed out that, usually, in the case of a move, the user is visiting to achieve a goal, not to read the fun. The purpose of user access is clearly apparent, as soon as possible to enable users to get users want is very important, when it comes to product design, should be in the interactive process of continuous improvement. To get users to achieve their goals as quickly as possible, because at any time that may be interrupted, users may be able to discard the application because of difficulties.

As the saying goes, Jiang Sanyi hard to sit. Most of the time, it is difficult to attract users to maintain the user's attention and form the user's usage habits. A survey showed that 13% of users said they had avoided downloading other apps for the brand because they had had a bad UI experience. That is to say, each of our products should be maintained consistently excellent, can be very good to maintain the user's recognition of the brand.

Spread your attention-share it with your friends from time to time!

In the traditional times, we are accustomed to receiving the propaganda from the outside, the propaganda of the opposite point is the characteristic of the information dissemination in the traditional times. In the era of information explosion, people's attention is limited. Therefore, the way in which information is chosen determines the proportion of the allocation of attention. In the context of more and more external disturbances, people are more dependent on the choice of their own group, and the sharing effectiveness of colleagues, friends, relatives or interest groups is much higher than that of external communication. The rise of Weibo has pushed us into a "micro-era", and the spread of point to point has become more and more influential. While the situation is still uncertain, word of mouth is really becoming important again. People's aversion to advertising, the aversion to propaganda, so that the SNS era of transmission more people accept what recognition. So on the mobile device side, how do we get our apps to spread through this channel?

The product design of the mobile end should have more distinctive marking features and should be suitable for more multi-channel communication. Product brand more content and narrative, suitable for the spread of the Internet. And products should also pay attention to the use of the user's own social network, so that users in the process of using a certain sense of belonging, so that the user's own social network to "sticky" users, with their own to affect the people around. Quietly micro-spread, let our "product" fly for a while.

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