The accumulated demand will bring a crisis to the product?

Introduction: You run a small courtyard, every day, insist on weeding and watering flowers, travel for a period of time back, small yard weeds, raised flowers have been dying, if you are not a love of life, you have two choices: wait until the fall to make flowers to die together, or now weeding flowers. The basis of your choice will be the amount of effort (the difficulty of weeding) and the comparison of the harvest (how much probability of a flower will survive and how long it can be opened).

A similar situation: all products containing the nature of accumulation, such as mail letters, Rss,sns,blog, microblogging messages and reminders, select the attention of people, online games players after the return of AFK, the first face certain features or set up complex products, and product life cycle in the face of increasing demand and so on

Here, I propose a new concept--the cumulative negative effect of demand: the appropriate demand (usually not rigid demand) can guide and stimulate the user's behavior (stickiness), too much demand formation accumulation effect, when more than a "threshold", users will first think of the consequences, if the pay is too big to predict or find no way, There's a big chance of giving up.

Typical cases: I spend half an hour a day browsing about 200 RSS news, because a certain period of time is very busy do not have time to look, and then look at the reader, the machine has grabbed thousands of messages, this time, the mouse on a certain 1000+ of the classification of hesitation (this in peacetime even think about it, Even though the entries are mostly of interest to me, this time I have to make a choice to mark all of them as read and start again, or find a place to click and Read on

I think of myself as a typical user, thinking about this situation:

First I started thinking about the difference between the 4000 unread entries that my friends shared with me, this is definitely the best information to compare to the items crawled by other machines, and secondly, I categorize all the items and classify them with well-defined attributes, so I choose the information that best fits the current requirements. You can watch some mobile internet and digital news at work, rest time can browse the media news and life anecdotes; another point, after watching the attention of me, two items of Word-of-mouth marketing by the way, because this is almost no difficulty; there is also a news digest on the home page that shows very concise and exactly what I am interested in, So I clicked and I read it down

I have a similar event defined as the cumulative negative effect of demand, the information, functions, applications and other collectively as the requirements, analysis of the above thinking process, to come up with a number of prevention and resolution of such events:

1. Prioritization of requirements. RSS extracts the user's needs from network information, when the demand becomes bloated, the priority needs to be sorted, and the user's most attention is not a fixed demand, so there is the IBM Social filter, the ideal goal is "to show the right needs at the right time." So we can see many attempts at this ideal goal, such as artificial referrals and sharing, the urgency of email mail, the most common and recent contacts ... Weibo's information itself is artificially recommended (commented, forwarding) and sharing, but the timeline sort can not be the first time to show users their most concerned about the people or information, so on the micro-blog classification of information, into the SNS, IM group concept (on the improvement of micro-blog, Will write a more detailed proposal later)

2. Classification of requirements. The example above greader is a typical user approach, and we're here to discuss how product designers can guide users through the process. Like a computer desktop, one or two files can be very intuitive and clear, and save time. But as the file grows and eventually fills the entire screen, the efficiency is greatly reduced and the risk of system crashes is at any time. At the beginning of the product design, we should consider the extreme situation that will happen later, don't wait for the user to complain or get angry. After anticipating the situation, through analysis and "Advanced practice", at the appropriate time, give the user a reminder or guidance to facilitate the completion of the classification of information. Take the current microblog, focus on people or information, do not need to classify, and do not recommend classification, because it is a waste of time, and when the information is close to the threshold of the implementation of the classification, recommend the concept of "group" or "classification" and guide it to complete the classification process. If this step is less, when the attention of the people are bursting or the daily message can not see the time, then it is difficult to recover.

3. Relative "simplicity". There is a certain kind of thing that anyone would like to do, and that is simple short-term tasks. Conveniently, but can get a lot of return, why not do? If the need to prioritize is still somewhat mandatory, then these simple tasks are willingly. In the example greader that "simple task" is contingency, but the designer can arrange a "seemingly simple" task to solve the usual seemingly difficult problems. Simple is relative, if a person to reply to the e-mail every day, it is a simple request to see the mail, and if only look at the mail title and summary words is very simple. No matter how simple the definition is, the user side must be "Don t make me think", how does the designer handle this "degree"? Show your product to your co-workers, and if you use it, your usability will be 50%. If you can get your family or friends to start immediately, that is 100%, the product often needs to 50% or higher will be introduced, in the subsequent improvement to 100% of the ideal goal effort. This simple concept of the first achievement of today's web games and a variety of "micro", and realize this "simple" not only need more thinking, but also need the designer to devise a new way of thinking.

4. Proper guidance. Now many products are guided steps, such as the Sogou Input Method Wizard, Forum Novice Task ... What I'm emphasizing here is that booting is a more complex and humane function of "simple" steps than "recommended settings" as an adjunct to priority and classification. In the face of a lot of features or settings of the product, can be a good guide users to take the first step in the use of products. More than just the introductory process, special cases in the product can sometimes be addressed with guidance. The above Greader is an example, the information accumulated after the temporary departure, through the guidance can eliminate the user's loss, the game AFK players return, not only rely on a variety of rewards, but also to their design a "return to guide", the player according to this arrangement of the process to make up for their own falling progress, faster integration into ordinary players, If there is no such guidance, the player returned after a pile of rewards, a few days later on all aspects of the gap and not (she*2) accustomed to, after repeated attempts to leave again after the burn.

5. Repeat demand integration. My definition of "repetition" is: "unwanted, same (like), expressed in RSS, with the same content in different feeds; in Weibo, the same (same content) microblog is forwarded several times by different people. These are of no benefit to the need to obtain information. Why should the "will" be used as the criterion of judgment? A simple example, the Brush screen event in the chat group, the "seemingly repetitive" information in the brush screen has reached a "noticeable" result, while others may think it is just meaningless repetition. From the information expansion to the demand level, when the repeated demand is too much, it forms a user's time and energy overdraft. This requires a "switch" on repetitive requirements, which is turned on or off according to the user's wishes.

6. Discard unwanted needs. From "meaningless" to "aversion" is also a relative concept, repeated to a certain extent will become useless. In Weibo, the display of meaningless application reminders, repetitive action prompts, meaningless but occupy a prominent grouping and filtering box for many people. Unwanted demand can have different negative effects, which need to be judged and then decisively discarded. In the face of the uncertain situation, Soto's "super finishing" There is an example: a person's official documents packaged a pile of things, want to take out some do not know what good, simply all do not take, in the future hands-on practice gradually discover what is needed to take. Product development to the late stage, the increasing function has made the product bloated and unbearable, at this time, a lot of people meet to discuss which features will not have results, the best solution is to look at the product development log, when the added function is not necessary, which can be replaced or merged, and here is best to add " Hands-on "and" transposition thinking. "

There is no doubt that today's users have higher requirements and more choices, in the face of fierce competition, the loss of a user, is to the competitor a more user. Many products are satisfied with the performance report complacent, that all the worries are unfounded, when the user began to lose to competitors, hastily introduced new features to attract new users, the old users are constantly losing, so the formation of a vicious circle, the end of the research and development overrun and give up.

There is an idiom called "extremes", the increasing information, function in meeting the needs of some users, but also in the overdraft of the other part of the user's time and energy. When today's worries become the "foresight" of tomorrow, how far the mind is, how far it succeeds.

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