Talking about the reading experience of mobile devices

Reading has always been a user's basic requirement for the purpose of obtaining the latest consulting, learning knowledge and spare time. In the traditional paper media era, users were restricted to books, magazines and newspapers, and after the internet era, Web1.0 added portals and forums, Web2.0 added blogs, communities and microblogs. What is the best reading experience for mobile devices when the content and terminal are different and the reading experience changes?

Content Source

@ Kai-fu Lee: customers want to buy is not a product, but they need to use a product to complete a task or solve a problem. There is a famous saying: "Customers do not want to buy drill bits, customers want to buy a hole." ”

Users buy E-books and install mobile phone clients is not the purpose of liking the product form, the user's core requirements are content, whether there are users want to read content is to determine the user use of the main factors. Shanda Bambook content source is the network literature, the target user group is reads the network literature the user, the computer end, the Pad class product and the handset are the content distribution channel.

Previously discussed ibooks and millet reading interface design advantages and disadvantages, but the content is the decisive factor of user installation. Scroll evaluation of the three micro-blogging platform S60 client, the result is that Sina Weibo is inferior to other products, but the installation of Sina Weibo is certainly far more than other clients.

Content to determine the target user group, such as Palm Baidu content from the forum, decided that the target user group characteristics are like to visit the forum.

Content Organization

RSS is the aggregation and output of the content of the technology, Palm Baidu aggregation mainstream forum content, E-book aggregation of various formats of books, micro-blog can also be seen as aggregation of public speech. There is aggregation, because the content is common and can be organized, the content after the organization to form a strong feature.

Aggregation reduces the time that users waste by opening multiple pages to view updates, and reduces the download time of content by excluding spam that is irrelevant to the topic.

Flipboard to aggregate social news, the information filtered by others is more accurate. If you subscribe to too many blogs in Google Reader, you will soon be flooded with 1000+ entries, not selectively read according to the PR value of the article. PR value is a sort of content through technical means, while social news is the content that friends and even experts recommend reading, individual users have more influence on content weight.

Users often share in the reader is not subscribed but valuable content, but the users concerned by default subscribe to mainstream blogs and media, read favorite articles will choose "like" but will not "share." The reader's recommended entry is to analyze what may be of interest based on user preferences, but the quality of the content and the probability of guessing are low.

Comments and forwarding on Weibo allow users to share content more often, so that more people know what they think, help spread and filter content, and share information more comprehensively.

There are many readers at the end of the computer at the beginning of the use of the default for users to add a lot of feed, just started to use the amount of information has been 5000+, resulting in the value of the message into extremely cheap. The user is not concerned with the amount of information, but how much content is worth in-depth reading.

The browser plugin does not seek to recommend content through the current page that the user browses, from the perspective of the search pattern is to reduce the user's search again, the recommendation may be interesting content. There is no initialization of user interest, in the content of the reader does not have the completion of the technology, the entire Internet to achieve filtering, its technical difficulty is very large.

The usual way to get valuable information from microblogs is to increase the number of FO experts and media and group those users. Increasing the number fo will bring duplicate information and dilute the value of each piece of information, fo too little to guarantee information. Like micro-fine Bo Intelligent Filter will have a certain use requirements, micro-bo metadata such as the number of comments, forwarding number and the number of fans of the user will be filtered reference, from the user's behavior to establish an interest model.

Terminal Products

The rise of mobile devices does not increase content output, but it changes the presentation of content. Most of the computer end to the form of web pages, mobile devices to the majority of clients, the two products between the user viscosity does not smooth transition.

Users use Gmail at the computer end, and they use it at the mobile device terminal. Read "Xiao Sheng quotes" through a reader or a browser on the computer, but the mobile device terminal is likely to be read via Sina Weibo's web transcoding and Mobilerss. The same content and users, but in the middle of the media products will change.

Compared to the computer side of the product, improve the mobile device side of the user experience need to note the following:

To continue the aggregation requirements of the original computer, the demand for aggregation will be stronger due to the limitations of the mobile device screen and network. To ensure download speed and inconvenience, the product will focus more on content, weakening the other features and noise of the original product, such as forum and microblogging interactive elements. Mobile devices, especially on small screen phones, are not suitable for displaying too much content at once, and gradually displaying personalized content according to user usage. Reduce the level of content to jump and quickly switch content, to ensure the continuity of reading, reduce time wasted in the search information process. Distinguish between read content and filter duplicate content. Portable features of mobile devices will ensure that content is spread more timely, can use the characteristics of ios/android operating system to actively push content. The use of visual weakening affect the reading of the elements, enhance the content of the text mix, to ensure the quality of content.

The market share of the product will not continue to the computer end, the mobile device end is also a fast growing market, the products such as fresh fruit is a new opportunity. Even before using the reader's habits, you can easily learn to use.

However, there is no good profit model at this stage, the display of advertising on mobile devices is not effective. First, the limited space display ads to hinder reading, and the other is compared with the computer, click on the ads Jump browser, the original program changed back to the background, the impact on user operations, nearly half of the user clicks Ads is a mistake operation.

See the small print on the Android Benefits toolbar "If you feel uncomfortable with the ad, click on it, we will turn off the ad", it is inevitable to smile, this form is also common in free mobile games. The loss of advertising and the lack of search-led partitioning, the installation of other products may be the only product value in the short term.

Users use Stories

The time when the user uses the mobile device is not as complete as on the computer, is in the mobile environment and is the fragmentation time is especially obvious, the individual guesses about 60% time of fragmentation and 40% block time. Fragmentation time is suitable for reading fast content and quick search information, and the whole time is suitable for in-depth reading, such as novels and readers.

The microblogging products suitable for fragmentation time can be used to add additional content to the user's interest and increase the content time of the product. Individuals in Sina Weibo fo400 multiple users, on the phone to spend 2 minutes to read 1 hours of micro-blog information, because the loading time is too long, will not open any links to Weibo. For me, Weibo is basically not going to occupy my whole time.

Some functional products are also commonly used when users need to use, after the use of the closure, belong to the tool products. If you can not affect the original use of efficiency on the basis of the attempt to increase the content of reading, increase the user viscosity of the product.

For users to use mobile devices can be divided into purposeful use and boring time, under normal circumstances, low-end users of the proportion of boring time is more, the use of mobile phone is higher. Depending on the characteristics of the operating system, busy users should be more inclined to use WP7 and BlackBerry.

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