User Experience Analysis: The strategic significance of the time axis of Renren

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The time axis (timeline) is a form of presentation of the feed with time as a clue. Since 2011, Facebook, Path and other well-known sites have begun to launch timeline, the earliest online time axis is not the web but some clients, such as painting said, then in early 2012, QQ space began to launch the time axis, but not bland not fire.

Renren at this time to prepare a grand launch of the time axis, and by Chen called "human history of the real epoch-making products, the next step is mobile", combined with the recent big revision of Renren to Facebook style, we can see that Renren may not be a simple imitation of timeline, But to understand something.

Analyze the strategic significance of the timeline for Renren from 2 points to consider:

1. The problem of the expansion of student groups to social groups that Renren has been facing; although from "school" renamed "Everyone", but from the active user age distribution, 87-92 age group, visible Renren active users are still students, graduated users into the community, the circle has changed, There is no intersection and association between colleagues in Renren, and activity decreases.

2. Renren Basic product profitability (Renren main station, except games); This is a problem for all social networking sites, including Facebook. Even if it is hard to do wide, the conversion rate requirements are increasingly high, if access to user interest, to carry out accurate recommendations, is the focus of major social networking sites, Philharmonic live in through the timeline to accumulate user interest. Based on the above analysis, the transformation of ideas, how to mobilize the active and sticky graduate users, and then spread, re-establish relations, is the focus of all social expansion.

We found that after graduating users continue to use Renren users divided into 3 categories:

Nostalgia, to see the students of the dynamic;

Inertia, go to school very like very accustomed to everyone net see new;

Busy work, forget to log in, no time to log in, occasionally login;

Timeline as a personal page layout, more close to the nostalgic user time to understand the use of dynamic, occasional login also easy to browse, published data will be more structured, guide users to the time to continue to write, the reason is that people need memories.

But it is obviously impossible to keep old users or expand to a wider society by the time axis, so launch mobile.

When it comes to mobile, it's about lbs, and social +sns is the competitive strength of Renren, but not the ultimate. At this moment, the time axis appeared, this thing immediately let us imagine the micro-letter "Circle of Friends." Renren uses the time axis, in the micro-trust friends Circle of User education, combined with lbs real name friends, can be conveniently in the company group concentration of local expansion to the timeline record memories of the way to find old users. Contrast micro-letter, MO, and other positioning methods to find people around, will let users embarrassed in the vicinity of the company to find someone, met a very embarrassing, so have clear position function, but Renren is very justifiable. It's a hundreds of-word omission, you know.

Not yet, how to commercialize, is the ultimate goal. If you do not want to understand this, will not be a major change to the main station, change the client.

From Renren to see the client, the focus recommended nearby, the key recommended in the vicinity of promotional activities, preferential activities from glutinous rice. The simplest way to do this now is to send a:

Improve the client user experience, through the time axis to promote colleagues to establish a friend relationship;

Through the client to provide the surrounding preferential activities to achieve a simple realization, driving the glutinous rice business;

Reserve for travel or other business recommendations by location + time. Based on the dynamic of poi, from the dynamic of friends.

Risk: Time axis of the presentation of the data content quality requirements, mobile end to be able to combine the position to play, need a lot of UGC content, otherwise can not poi commercialization.

This article is from the Tech2ipo Reader product reviews submission