The head of the Millet Road router tells you to make the product 32 word life and death decision

In today's mobile internet, it can be said that the play is really changed. "This is a lesson, the product needs to constantly stack the function, to the end of the Big Mac, but in the face of the new mobile Internet environment, the cleavage of the products that rely on stacking function is certainly impossible to succeed." ”

In May 24, the Millet user experience Director, Millet Router product leader Tang Yu in the micro-innovation of the president of the camp, he told the students a very grounded gas user experience combat class. And he also used his personal experience in Tencent 10 years to tell you the law of the rise and fall of Internet products, and he led the development of millet router is how to find the user pain point, how to create a scream-level products. And in the last Tang Mu 10 years of experience in the user experience of actual combat experiences summed up into 32 words: To find pain points, define the scene, experience to do through, the scheme elegant;

But this is to do the product of 32 words life and death decision. It's filled with dry goods.

Oral: Tang mu Millet user experience Director, Millet router product owner

The lesson of product subversion: the inability to adapt to the new environment by function piling

I am Tang Mu, joined in 2001 Jinshan, 2003 joined Tencent, I worked in Tencent for 10 years, set up the Tencent user research and Experience Design Center (CDC), in my departure has developed to 300 people, shouldering the Tencent nearly 100 product user experience design work. In 10, I witnessed many products life cycle and prosperity and decline.

May 2013, I was fortunate enough to see Rei, originally just to find Li Vanchang, Alli told me Ray always upstairs office, asked me to go up to say hello, the result this hello a dozen is 5 hours. From 9 o'clock in the evening to talk to more than 1 o'clock in the morning, Ray always talked to me about the way millet do things, mentality, after listening to me really was moved. That night back, I spent two weeks deep thinking, and then with Ray Total talk for 5 hours, and Millet co-founder KK also met, and finally I decided to join Millet, this is my absence from Jinshan department after 10 again back to the "bosom" of thunder.

10 years ago, QQ is a simple IM software, 10 years after QQ loaded QQ members, QQ show, QQ Mailbox, Pat, Tencent Network and so on a variety of services. Over the past 10 years, many people participate in the development and design of QQ, but the continuous stacking function to make QQ more perfect? Why did the emergence of micro-letters so that QQ encounter such a big crisis? I think this may be a lesson to be faced with the new mobile Internet environment, it is impossible for a product to function alone. If there is a more relevant scene needs, the user experience better products, will replace the previous product, this is "how painful understanding."

There is a movie called "vulgar comedy", the middle of a fragment is very interesting, a Mahjong Pavilion boss service design is very thoughtful: please Filipino maids help the teacher with the child, the purpose is to let female customers enjoy playing mahjong without being disturbed by children; The husband will soon come home to remind the female customer, lest be scolded by her husband; Lest their husbands be suspicious. This is the Mahjong Pavilion can achieve the ultimate user experience. In fact, a lot of people who do the product can not do this, they think that the finished product function is all right, but the function is not equal to experience, your product is really finished?

To do the product, we must care about the product audience. Users in the Internet age are different because they have too many choices and become more picky. The beginning of the Internet, mailbox services or fees, with the white-hot competition, mailbox charges have long been a history. In the past Symantec, Rising, jiangmin These anti-virus software is also a charge, but also the price is not expensive, but still insist on the fees of the manufacturers can only earn a small profit in the foreign market endowment, in the domestic almost no market.

First of all, users have long been accustomed to free, in addition to professional-level software, other software is free. Second, the demand for Internet users is changing very quickly, for example: perhaps people would have needed "secret" apps to vent, but they wouldn't tell you, but they would have been funny when the app came out, because the negative emotions were released. But perhaps after a while, users may resent the use of the phone because it is flooded with negative energy. In the face of this rapid change in user needs, we must be keenly aware of, and then quickly make products to meet them. Again, the user's choice has become much more. For example, the use of a mobile IM products, micro-letter, Mo mo, Rice Chat can become their choice. Finally, the Internet community attributes are obvious, friends in the use of a product, users will generally be inclined to use when they know.

Find the dead hole of the traditional router

Let me tell you about my millet router products. Millet has 3 major core products: Mobile phone (PAD), TV (box), router. These 3 products have 2 major commonalities: First of all, they have platform, mobile phone has been considered personal life mobile intelligent terminals, TV, Box is home entertainment center, routers are home intelligence center. Second, the software system, the software must be rapid iteration, small run, millet Internet genes to determine the software system Weekly update, Millet router released after the Miwifi system has been updated 26 times.

In the face of traditional High-tech products, users can not use, the first thought is not the product design rotten, but they will not be too stupid.

Although the traditional router provides the Internet function, but it takes seven or eight steps to set up, some complex routers even need 10 steps, this kind of anti human experience exists for 10 years. Router is a home product, but the traditional router interface is very complex, there are SSID, DNS, MAC address binding and many other professional terminology, which often makes users feel too stupid. This kind of router can be called home products? Do they really want to turn routers into products that ordinary users can use? I don't think their product is finished.

Users of the router's biggest demand is the Internet fast, followed by a variety of devices online do not interfere with each other, the next is security performance, do not worry about hacker harassment and data leakage, the most important thing is to leave me alone.

In recent years, many internet manufacturers began to do routers, they noticed that in the past the user's view of the router is not an accident will not pay attention, so they think how to let users and routers "sex", so there are manufacturers in the router on the screen, there are vendors to preach the router is not safe; Because users do not need, people usually do not stoop to point at the table or sofa on the router screen, how tired ah; second, although security is a just need, but can not always take the security threat to brush the sense of existence, not because you want users and routers to interact with the blunt creation of demand. So a pure router, the Internet fast enough stability is good, users do not want it to often disturb (normal life), this is the user needs of the product experience.

How to dig deep the pain point of the user by the millet router

Introduction of a simple way to do user research, if you want to know what the user's biggest pain point for a product, you can enter the product name in Baidu, such as the input "router", the search box will automatically match the common search problems, the results show "How to set up a router" problem, We know that the user's biggest pain point is not setting up the router. So we die knock experience link, efforts to achieve two-step presentation, the experience to do to solve the user pain point.

Millet router is first a router, followed by Intelligent Home Center, again is an open platform. We put a lot of thought into naming the product, even and Ray always have a different opinion, the product of millet router finally defined is not the router so simple, we want to call the Millet Home Intelligence Center, Millet Media Server, Millet home server, but so that users do not understand, Moreover, no user thinks they need a home server. Finally, we follow Ray's general idea, back to the starting point, keep beginner, still called millet router. When the user wants to change a more powerful router at home, the millet router must be preferred.

Millet router before the public test, Alli, KK, and I discussed in what way to introduce products to users, because the product configuration is very strong, but the user does not necessarily see clear. We think of a lot of ways to dismantle the router installed, installed the demolition, think what the selling point can be spread; suddenly we have a flash, why we can not take apart the form of the router introduced to the user? At a glance, the user can see the chip and the hard drive. We are not to completely break up the parts, but the limit to take apart, the user only need to operate 7, 8 steps can be assembled into the router, plug-in power is used. In order to improve the force of the test, we also added screwdriver and anti-static gloves. What can I do with these parts? Alli a wooden box from the bookshelf, the most luxurious is the wood boxed. Finally, we hold a wooden box router parts to and Ray Total evaluation: Creative 100 points, you can do! Later, when the user received the router is crazy, everyone is robbing the box. The entire process down the router's cost has been more than 1000 yuan, but Alli still proposed to engage in 1 yuan test.

10 years experience Summary: Do products to adhere to the 32-word policy

I summed up my feeling of making a product in 32 words. The first is to find the pain point, define the scene. First you have to make sure that you find the real pain point of the user, and then visualize the solution, define the scenario, be clear about which scenario the user will be using, and not simply make the function point.

The second is to experience a transparent, elegant program. Experience to do is to make the function of the experience, the past makes people feel troublesome operation steps into a minimalist, can help users solve problems, users are often the most afraid of choice.

Do not make the product feature, function, experience become rough, try not to annoy users, so that the product may be further elegant. Many people think that Apple is a company that has refined its products, that's true, but there are exceptions, such as when your itunes account is logged into another Apple ID, a new device, and the system prompts you to remove all applications and data from the device and synchronize the data, which is extremely rude, This is what I think is the most elegant design of itunes, and there is no improvement in the short term, because its content is charged.

The third is to maintain restraint and experience the closed loop. Do the product experience must be restrained, because the resources are limited, you can not do anything. The standard to experience a closed loop is not to let users ask "then", if the user suddenly stuck to ask "then", the product experience is not closed. For example, a hint that the computer is not safe, and then there is no, since you give users the hint is not safe, and do not give the solution, this experience is not closed.

Four is the small step fast, the rapid iteration. A good product is a weekly iteration, the world in addition to jobs, there are few product genius, most of the products can not be done at once in place, you only have to change quickly to become excellent, so do the product must be a small step fast, rapid iteration.

Millet Router Miwifi system based on openwrt depth customization, I think I have not fully done 32 words, but we have been in small steps run, rapid iteration, weekly release a new version, so that routers, NAS, home server from the function gradually become experience, and experience gradually become closed, intimate, Ease。 We haven't finished our product yet, we have been on the road all the time.

Student questions and answers: to the extreme to die knock

Micro-Innovation students: Tencent products have four rules, user experience, rapid iteration, grayscale testing and data torture. The emergence of micro-letters so that Tencent internal also to reflect on the mobile era, the focus of product innovation. What do you think is the most effective and internal way for Tencent to do the user experience?

Tang Yu: In Tencent in 10, I felt the deepest 32 words in the last 8 words, small steps run, fast iteration. Mainly iterative, in trying to understand the needs of users and meet the needs of users, the fighting team can do 70 points has been very remarkable, if you want to reach 80 points or even 90 points, the product needs to be repeatedly modified. Quick iterations look simple, but it is difficult to do, the need for product team has a strong fighting capacity, coordination and affordability, because the product once on the line to modify, if the development process did not do the application layer and the bottom separation, to change the experience is very difficult, so for your team and products can be fast iterations have rigid requirements. Every Tencent product cattle people will have their own views, I think that small steps to run fast, rapid iteration is very important to win the law.

Micro-Innovation students: the Rise of micro-letter and Tencent is not the same way, how do you think of micro-letter in the Tencent system success?

Tang Yu: Micro-letter as a mobile end product from the beginning, to the concept of mobile internet began to conceive, and QQ extended from the mobile phone QQ is not the same, QQ is still largely PC products, so the first use of mobile internet thinking refactoring IM software is very important. Second, the micro-credit team is strong enough that they can not be disturbed in a short period of time to complete the other team can not achieve the product target, the power of the micro-letter team from the experience of building QQ mailbox, with a team to do the security, product decision-making in the human brain the definition of the product and the moment burst out of the concept of user observation can be reflected in the product.

Micro-Innovation Students: you in the millet nearly 1 years, but also observed the difference between the millet and Tencent. The same is the top mobile internet companies, you think the biggest difference between millet and Tencent?

Tang Yu: I am doing router This hardware product most feel is "extreme". For example, when we chose the hardware configuration, we really considered using the most cost-effective chip at a certain price, later we define products, the mind is all the industry's top chip, so we find suppliers a dime chip price, to try to put the chip price to the lowest, if the product price can not be the ultimate. From hardware selection to hardware development to doing structural and ID design, we are looking for cost-effective as a tightrope on the high wire, we want to make the most cost-effective products, this is the hardware. Software also has, such as the guide process, the two-step completion of the implementation of the ultimate embodiment of the software also has a lot of details to be pulled to the extreme. So when we do the product, we always have the word "Acme" in our mind.