Understand user needs and make products with user value

Mobile phone QQ Browser for Android: is a mobile platform based on Android mobile browser, by Tencent Independent research and development, can be used to browse Internet content via GPRS. It with powerful Internet function, perfect horizontal screen browsing, advanced intelligent reading, personalized window management and a wealth of site resources, such as a series of powerful functions, to bring users excellent mobile Internet experience, favored by the majority of users.

I. long-awaited
With the bursting of the wireless industry, the browser as a wireless Internet gateway in such a turbulent Warring states era was pushed to the forefront of the battleground, and in November 5, 2007 Google announced the development of Linux platform based open source mobile phone system Android, This originally chaotic world again set off waves, a moment, the major companies have launched their own on the Android platform browser, and some have quietly entered our wireless life: Opera, 3Ggo, Fennec, UCweb, Skyfrie ..., it is in this The historical background and the enthusiastic call of the user, our team from March 2010 began to develop the Android version of the mobile phone QQ browser, this belated surprise, so that the entire team into a piece of excitement and confusion ....

3 months after today is my duty support platform, there are still many users on the support platform left a suggestion and encouragement, Android version has been grayscale 12 days, the external voice is positive and affirmative: "The position of the search box is placed in the address bar, Embodies Tencent's coveted search market, and the author also tried to enter the key words in the address bar, the same can achieve the effect of search, this is more humane. "; (excerpt from 91)

"Another noteworthy phenomenon is that the QQ browser is to allow users to change the search engine, click on the search icon next to the dropdown box can be searched, Baidu and search engines and so on to switch, although the integration is not rich comprehensive, but at least put a value on the user's attitude." The author of Tencent has been not much goodwill, but at this point or more certainly Tencent's approach, at least it did not say you do not want to use QQ pinyin, do not want to use QQ browser, then you do not use QQ. It also shows that China's IT companies are gradually maturing. "(excerpt from 91) ...

Whenever I see these, I can not restrain my inner excitement, deep in my heart, for innovation and user value game, I think I have found the answer now! 3 months ago, our team is still for some function points and product PK, discuss the details, which scheme more in line with user habits, at that time mutual serious scene vividly, precisely because we constantly pay attention to the needs of users, to really listen to their ideas on products, understand the user's real demand point, users will pay attention to us, Help our products grow, and in the process I also have a new understanding, now recall the mobile phone QQ browser for the entire process of Android hatch, my heart is still excited.

Second, the Cloud

The Android system appeared a little later than the iphone, and the iphone was a pretty successful business model, and most people in terms of interactivity and design were accepted as smartphone design standards, The interaction and physical buttons of the Android platform are not well known, even worrying about its future, we were feeling incredibly excited about the features of the Android platform while experiencing the various applications and similar products on its platform, but we soon discovered that it was an incredibly chaotic world, HTC, Dell Mini 3I, Lenovo Lephone, Samsung, Sony Ericsson X10, and other major hardware manufacturers have personalized on the Android platform, the hardware is not unified so that the confusion of the interaction and design into a dilemma, in the end is following the characteristics of Android, Or to continue the iphone browser experience design, the dispute again a time our ideas into a deadlock. What kind of interaction should we use? How to design the specific product form? This is indeed a challenge, and its biggest twist is the aforementioned hardware-related ambiguity, which leads to uncertainty about how the interactive approach is chosen.

We've got some users, we've been using them, observe their use habits, understand their use of the end of the Internet's real purpose and needs, there are a lot of interesting little tidbits, remember one time I fly from Shenzhen to Beijing, because of flight delays, I took out the phone to think about our browser start page of some problems, this time, A middle-aged man around me also took out the mobile phone began to surf the internet, I professionally gave him a user survey, found that he used the UC browser, and then asked him a few questions, he likes the UC what functions, in the UI and interactive some advantages and disadvantages. Through the research I found in 2 core issues: "Position" and "speed", on the one hand let users feel to go to where he wants to go is very simple, on the one hand to let users feel such a process is very fast and convenient, like you go to a place, choose a means of transport, have a stop guide, there are statistics need to spend time, And you can get there soon. We have also used the card method to investigate the information and elements of the starting page, identifying what we want to place on the browser's starting page, which can be guaranteed to be what the user wants.

We also find a lot of similar products, one of the most prominent when opera and UCWeb, the former is the uniformity of the browser is currently the most dazzling one, opera did not comply with the characteristics of the platform, in the interactive has its own set of new standards, and on each platform strictly enforced, Seems to be developing a set of industry standards, the latest agreement and the endorsement of the label, so that opera has become a benchmark, it is obvious that opera is a technical route, is an idol, it does not need to do operations, regardless of content, only need to provide a UI framework, so that the Internet content can better transition to mobile terminals.

And UC, in the product form, there is no such a high degree of unification, on the contrary, UC on a variety of platform design style are different, in the content of the operation, UC highlighted the Chinese characteristics, interactive way is to follow the characteristics of the platform, UC is a Chinese-style socialist browser, In his 5 years of growing market share more than 30%, it is precisely because of its rapid growth, instant saw a big shot to give it an olive branch, the wind and thunder as rapid rise. Put aside its false appearance, perhaps really like Yu said, UC growth so fast because of the constant attention to users, focus on demand, focus on the product's maximum value. There is no real sense of innovation, the user's depth of attention and the strategy of slow and slow to make UC has become a star, but also strength.

Many people say that Tencent is a platform, yes, Tencent has a lot of business, the 11 accumulation of Tencent this huge community produced UGC has reached an alarming degree, like a huge city, there are many places you can go, as long as you want to go. And in the wireless field, in the face of these services and content, Tencent also needs a platform to integrate them, I think this is the meaning of mobile browser, Tencent's existing Internet business integration, the user identity of the wireless binding, to connect users and business bridge role, Such a product is not a hub center what can it be? In the face of such a goal, the entire team is very recognized, but the current hardware differences will inevitably result in the product on different platforms design differences, so we quickly made a strategic goal:

The first stage: fast output products, to ensure the core experience, fast and stable as the first phase of the product focus;
The second stage: rich content, deep operation, optimize the experience, and begin to unify the product form;
Phase III: Binding user identity, integration of Tencent business, so that users maximize value.

Clear strategic steps, let us clearly aware of the need to maintain the attention of users, in order to ensure that the experience and the stability of the core functions at the same time adhere to optimize the product, thus driving the industrial model, embarked on the highest point of innovation.

Three, the sword out of scabbard

In the face of clear strategic objectives, design and interaction is also gradually clear up, analysis of competitors and the pros and cons, we put forward the design plan:

In terms of the presentation and interaction of details, we are not consolidating on a single platform, but combining the features of Android, IPhone, s60v5 three platforms. Try to make the user feel consistent in the interactive way.

Thinking from the user's point of view, he spent money on a smartphone, naturally from his point of view, hoping that the software would support some of the features of his phone because it was the device he was using every day and that he would give up the software if it wasn't for his phone. We design products not only on the touch of the machine has a strong, more to conform to the characteristics of the user's own mobile phone, the user has made sacrifices in hardware, he himself had to familiarize himself with the mobile phone's operating system, understand its operating methods, after familiarity, he has been accustomed to his own learning of the mode of operation, If we design a product that violates his own learning habits, such products can not "survive" on his mobile phone for a long time, so in the early interactive design process, we several interaction designers PK many times to complete this task.

In the design is unified the details, including WAP standard space, icon, key interface and so on. Finally in the product form to maintain a higher unity, through the CE, we have been a good reputation.

As mentioned above, about the user value, I think only the real understanding of user needs, want to think, can make users of the value of products, if blindly yy, from their own subjective look at the problem, not practical, we designed the product will be users to give up. Users of the enthusiastic encouragement and advice is the driving force for our continuous progress, their demand is the direction of our innovation, the foot of the road is still very long, we are not afraid of dangerous, because we put the user value in the highest position!

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