Zhou Hongwei: How difficult is it to be a good product manager?

Content Readership: There is a huge gap in China's Internet, that is, high-end users and genuine mainstream users agree on differences. Who can cross this gap, that is, who can experience from the user point of view. Zhou Hongwei simply said: First, intentions; second is the heart of compassion

When I first came, the host of the conference told me that many of today's exchangers are designers and product managers. It is said that there are 50 executives in the company. I hope to have a communication with you today. Many executives In fact, I actually have a suggestion, in the past this company is particularly clear division of labor, it seems to become a product into a production line, someone responsible for the planning, called the product manager, someone responsible for the implementation of the project, called the project manager, as well as specialized UE , I later did not figure out how to distinguish UX and UE, there was a big company told me a long time, UX is the user experience, UE do UED, points very fine, I listened for a long time, these two roles at least from my practice Career, I think it is difficult to distinguish, and finally there may be responsible for doing research and development, responsible for product planning, using the code stack.

I am also very much opposed to being in a company today. Many people regard designers as a kind of art workers. They say that the designers' products are well done. You give me a little beautification, polish, color and look at the colors Pixels, designers themselves should become product managers.

I have a few personal experiences, not because of how successful I am, but because I was once the biggest loser, I made a very huge user experience mistakes, and even being swallowed by others, we see I have Investing and participating in successful products, it is because you do not see there are many unsuccessful features behind, unsuccessful products, not everyone's attention and remember. So there is a lot of experience and lessons, and I've summed up a few simple ideas that are just a few "heart" words:

One is the simplest to say, it is intentional.

Many people laugh, we do things do not mind it? Many people originally in the company is just a screw, many times to do the product, really doing for themselves, or do you think in the implementation of the boss's purpose, or executive orders, really intentions? ?

If you think of yourself as too small and look at yourself as a working person, you are such a level and mind that you can not become a product manager who can really make a product, so I hope if you listen to me Experience, go back to work in the company, do not mind the company is not your own, you come up with a little entrepreneurial spirit. Many people say I am not an entrepreneur, why do I need entrepreneurial spirit, do not have to do your own company can do a product? In fact, other people spend the boss's money on the platform, spend the company's resources, can not do Company tuition fees, if we can not fully mobilize themselves, want to do a product to the extreme, so that this product is successful in the market, to their own accumulation, whether prestige, whether it is to accumulate contacts, more is the accumulation of experience lesson. Could you go out from the company today to take a sum of money, to do a company yourself, do you really feel that your ability to make products has improved? I told the product manager, you have a big heart, to this product Responsible, to think of this product as your own product, I think everyone has potential, I often give employees give an example, a lot of employees, many product managers do products, can pick a lot of problems, but he also To fulfill his job responsibilities, just rely on the job responsibilities is difficult to become a good product manager.

Ladies and Gentlemen, I know it is hard to buy a house in Beijing. Of course it is a bit of a chance to come to 360. I can tell you that I have been a company for so many years and have finally found a lot of my colleagues to buy a small house. After that, they have become decoration experts. Expert, toilet expert, why? Because this is his house, he spends a lot of time every day online search, every day to the building materials city and sell building materials people wits, as long as the decoration out of their own home spirit, an outsider can become a tile expert Bath expert, there is no reason not to become a product expert. Many people have asked me, first of all, I am going to talk about the intention of everyone who feels that I am hypocritical. Even if you think I have some experience on the product, I can honestly say that every time I make a new product, I do not give any advice That three-minute inspiration, I also spend a lot of time to see peer stuff, go to the forum to see user comments, spend a long time with this product, each product is to make painstaking efforts, and sometimes feel like a product like a mother in October pregnancy Born a child, even if you successfully raise three children, the fourth child not ten months, three months born, is it possible? Or go through the painful ten months of gestation process, I feel hard to myself Responsible, responsible for the products they make, is the basic premise of a product manager.

Although your title in the company is not high, position is not high, the product manager is the most aggrieved, because he has the lowest title, often to coordinate a lot of people, to endure the tyranny of the technical department, to tolerate different aspects of the company executives give him almost contradictory Sometimes even having to endure some of the so-called idiots' instructions to him and often coordinate different departments within the company, including markets, to spread it. But I think the product manager is the general manager, we should treat ourselves as a general manager, it is necessary to pass through the public, but you have the courage to speak, to express their wishes, to dare to say no to some of the opinions, to be able to courage to promote The progress of many things, even if very difficult.

So if a person goes through a lot of ups and downs in the company, and finally can push a product forward, it does not mean that you must pass a title. I think the product manager is the general manager and can do it for a second. Congratulations, one day You go to start a business, found that those startup companies in the United States, in fact, did not have the title of product manager, the main programmer is the product manager. In other words, a good product manager, if you want to start a business, want to have their own business, want to have their own business, if you can not be a good product manager, frankly hard to become a product manager is the most important The premise.

The second is to heart

I just finished a big self, more self, dare to take responsibility, the heart is the heart of self, selfless, no me, we do products no matter how good technology to sell to users, how good the design feel cool to the user Design, in fact, have to grasp a theory, all user experience, what is the user experience, why not call the product manager experience, not called the boss user experience, because all the experience from the user point of view, from the user point of view the product, you feel good Product users do not necessarily buy, the reasons for users to choose a product with industry experts choose a product, sometimes very different. Users choose a product, sometimes very simple, how to learn to think from a user's point of view, I think for many people, speaking of a very simple matter, but in fact very difficult to achieve. Because everyone regardless of unsuccessful, with their own experience, experience improvement, what is the most talked about by everyone? In my opinion, I think, I think we too much self, a lot of time to do the product is Do it for yourself.

When we talk about the product very often, when we are in heated debates, the parties to the debate may not stand at the user's point of view. They are fiercely thinking that they are right and that the other side is wrong. How to make oneself heart-centered, there are many such words in psychology, empathy, from the user point of view to consider the issue, which for many people is not a problem of capacity, but also a state of mind. It turned out that I have a word, I educate a lot of people in the company, like a white user to think, think over the conclusion, like experts to take action. Many people turn upside down, think like an expert, and act like an idiot.

Zhang Xiaolong, the person in charge of the recent WeChat product, put his point of view in line with what I said a few years ago. I was in charge of this topic three years ago. The big truth is the same. Idiot's going into an idiot or entering a fool Mode, each of you have a button, you can quickly enter the fool mode, I often discuss the product in the company, I challenge a product manager, but also because I can be so many years by the user scolded much, often to the first Line to see the user's post, do the customer service in Weibo, this is not to show, in order to maintain the true grasp of the user's idea, my favorite magazine is not industry high-end magazines, similar to computer fans, computer enthusiasts, computer software, stalls On the sale of low-cost users in the popular magazine, there is a ridiculous article above, such a simple feature has long been used, why write an article education users, it is the user really do not know how to use.

Through continuous experience, I developed a kind of experience, my men make a software, when I use it, I am whatever the outcome is a programmer background, also done so many years of technology and products, a function of more than two Mouse found, rare to live with me? Or a button writing is very obscure, I read it, I would like to understand a little brains, but I have a second idiot in my mind, I play a role , If I can see what things to use without thinking, I think this product is very smooth, but suddenly I startled a moment, we do not laugh at me, and sometimes my hands-designed products, the design is finished, when I use , I was schizophrenic, a Zhou Hongyi design, but another idiot Zhou Hongyi began to use, how do you feel awkward, these few words look, I entered the white state, how do I do not understand these few What does the word mean, I will tell the product manager immediately, this experience is a problem.

I do the product, at least half of the inspiration from the user that does not mean that the user will tell you exactly how a product should be done, which can not directly ask the user, the user's specific needs, a case can not listen to demand, it will be led by the user With the nose go, the user needs the same reason, put yourself in the user scenarios, why users think so, why users complain, the root cause of this complaint is, you will find that you want a better product, here Will have many problems, consciously and unconsciously, doing doing according to their own ideas, starting from the user's thinking mode, continue to have the belligerent in the heart, constantly self-challenge, the user experience to find the best feeling.

I always emphasize the user experience, all the experience is from the user, as our industry experts, especially you most likely to make a mistake, because you have mixed in the industry, and often participate in industry forums, the results of peer discussion The problem, often counterparts to strengthen, you tell a truth, peers must agree that you make a product, colleagues must feel very agree. However, in China, it is often a product that is recognized by high-end people. Sometimes it is often difficult to agree that a large number of middle-and-low-end people in China, as we often say, do not agree. There is often a huge gap in the Internet in China, In the high-end users and real mainstream users, who can cross this gap, that is, who can from the user point of view.

Third, be careful everywhere

Many people think that when the company is working, improving the user experience when it's time for a product seminar, and when it's time for work or nothing, it does not matter to me. It's hard to become a good product manager. The product experience is everywhere and everything is a product experience. Such as entering a hotel such as an airliner, an entire boarding process, an airport security checkup process, the worst user experience, and unfortunately a broken leg and crutches to the hospital, of course, many modern hospitals have improved , But the traditional hospital process, never know where the first set price, and then to pay, filming, let you run upstairs and down a lot of back and forth, including the famous joke in Beijing Xizhimen bridge, all drivers will feel that Into the jungle will get lost. If you have been to the United States, the United States signs and signs in China, China's street signs are always waiting for you to see clearly, congratulations on the road you have been wrong or you have realized that this is an exit, but the United States street sign in your away from there Remind you when you are away.

Experience in everyday life everywhere, if you can be attentive, consider themselves as a complaining user, but to raise it one level, after complaining, why do you complain, how to improve this thing, and thus as a mind Gymnastics, if I am a road designer, if I come to design a hospital, if I come to design a remote control, a mobile phone for everyone, a car key, there will be too many experiences to do bad things inside, but you To think about the process, I think it is a sense of enhancing their own experience.

Industry experts tend to have industry misunderstandings, because too familiar in this industry, the aesthetic fatigue, has formed inertia thinking, sometimes a white user, impatient, very cranky, think of restaurants to eat, find flies in the food, How do you feel, then jumped up, can not wait to jump right in your industry, the user with your product error, you will not agree, this is a big deal, not on the wrong program, you re-weight Do not have to load it again.

When you buy a car, you do not understand the car, it will listen to the salesman, you may not care about what the car is a screw, but to your own product, you are anxious to put your technical details All show to the user, regardless of the user does not understand. A lot of people buy appliances, appliances really understand the technology? A lot of people look good because of home appliances, or field salesman flirting, the color TV to buy home, bought a lot of features to go home, Or the volume keys, switch and channel keys, most of the keys on the remote control have touched it? The TV must have the function of watching photos, you insert the SD card inside it, if you plug in once Will know that this function is not designed for people.

I sometimes say that many functions do look like pumping type function, that you did not do it, you do, this function has, function can accomplish the task, that you do it, the user is difficult to use, But in your own field, the product is what you do, you know the details, you know the process, you will never scold, you will feel that your child is doing well, the user will not use, we have developed a 21 days to learn to use the book what, we may not rely on training companies can produce an industry again, repair cell phones today to make money than selling mobile phones, this joke knows.

Why encourage everyone in everyday life, not familiar with the areas of attention, which is to find the user experience, develop a very good opportunity to empathy. If in daily life, not only in the few hours of work, or meeting that tens of minutes, can make themselves ubiquitous in a white user mode, allowing yourself to find in the constant life Bad experience, some people complain in Weibo, spotlights is not good, this detail really pay attention, everywhere to pay attention to experience. A good poet in the past is not every day in the room to see the Tang poetry three hundred copies can be written according to the great poem, he has a son of a son, with the mind, everywhere, travel mountains and rivers, and friends drinking, like Li Bai , To have this inspiration, many products inspired by the product. It is said that before Apple designers to Apple, the coolest product design is the toilet, many people find it very strange, how to design Apple is a person who designs the toilet, do not you think there is a common inspiration on white?

Fourth, heartless

Is the face to thick, do not be afraid of people scolded, the best product is not perfect, is beautiful, is elegant, can solve user problems, but not necessarily perfect, Apple's products still have many shortcomings, but one or more can It's enough to tempt you and move you. So no shortcomings of the product does not exist, many designers work perfect requirements, I do the ultimate product requirements, not perfect, perfect impossible, have this open mind, to hear others curse. Even competitors hired water mages to scold me, though it would be hard to hear, I will tease the teeth with the team to talk about the product what improvements, let him curse. Many designer-born product manager, design origins, there is a sensitive heart, a group of criticism by the boss on the cake, was a peer challenge, I said I did not discuss with you, you do not understand.

I think being a good product manager is responsible for the product's results. My heart should be a bit rough, a bit dull, not to say what other people say, to be able to withstand this failure because good products are constantly failing Polished, a good experience is definitely not a place, you are going to constantly bit by bit to improve, but the success of many products, when you go to talk about Apple today when talking about the success of the company's products, we must not look today To imitate the success of the show, he must have seen how rough the prototype when he started, read Steve Jobs, take a look at the true history of Apple, a lot of the first generation of iPod is rough, the first generation of Apple mobile phone with motorcycle unsuccessful cooperation example. Today Facebook so successful, many people cited it as an example, such a beautiful product, many people are copying his performance, Facebook first edition is like, the first version is so beautiful, the first edition has a very clever design Is not it true? I do not believe it's the first version, just for Harvard girls and Harvard boys. It's a simple application that lets people upload photos and share them.

Therefore, the final success of each product is not a trick, but not a success, but at least after three years of five-year continuous grinding, uninterrupted failure, uninterrupted attempts, no perseverance Product manager is very difficult to make, the product is a certain point of view, is to do the artwork, but in some ways, because the artwork can be seen by a few people and even the artwork can be indulgent, the final product success still needs to be obtained Commercial success, it is again works of art, or to get the public's approval, have to do a lot to communicate with the public, with the market, compete with competitors, many designers think they are very hard to do this thing, not Not tolerate various user suggestions from the market, normal feedback, and even malicious attacks. So there is not a rough heart, and sometimes I feel myself heartless, others scolded me more, just beginning to feel, then read more to get used to it.

So there are so few heart to have the basic quality of product manager: intentions, heart than heart, always be careful, heartless.

Five user experience

I also prepared the second part of the problem, my time can be long or short. On the heart of the heart I am a little more than a little bit of today there is no technical staff, I think the technical staff of the product manager also has great potential, because he knows the technology, with the technical staff to better select the technical solutions, I see a lot of technology Personnel make a mistake made in the product too much to show their technology to the user, the concept of advanced technology to the user, which is forgotten from the user point of view, the user today, especially the experience of the times, what is Experiencing the Times When the computer is still an instant, the more complex the computer, the better the ability to enter complex instructions, but when an industry, such as Apple today have become arcade, the computer has become a standard case, the computer from the era of experts to enter To the mass era, this time the experience becomes more important, the user does not even know what CPU Apple used, many Apple white Fumei, high rich handsome do not know if Apple is quad-core or dual-core, I just feel very cool. Everyone using Google, only to see Google simple search box, who knows what kind of server model behind Google, Google used the first few generations of search engine technology. Many technicians do the product, advertised that this is the fourth generation technology, I do not know the fourth generation of users can understand, often too much of our own departure, we made a mistake of educating users, my point is not the user Education, user habits is that you need to observe adaptation. To adapt to the user's habits, the most terrible is to correct the habit of users to develop for many years, it is almost impossible. Starting from the user, the heart of the heart, is how to experience a few ideas below the user base.

User experience has five points:

First, the core of the user experience, we are all designers, is not designed? Unfortunately, the first core is not the design, the user experience is the most basic user needs, if the user needs a design from another beautiful product is Can not resonate with the user, I was in a circle around the world, many creative team of college students do a lot of things, for example, in the past two years a once hot concept LVS, there is a concept called O2O, what do we see Successful products? No, very simple, users choose a product, you do a small white user to a restaurant to eat or decide to buy a TV, the designer may buy because of good design, the vast majority of white users ask a Simple questions, I use this product to solve any problems, what is the value of this product, what is the use of human words, if this problem can not be solved, the user will not want to talk to you, but there are too many user experience to ignore this Product, but that recently there is a concept of O2O, so based on O2O made a design, or recently thought of a demand, I What do a product.

I saw several such products on the outside, my first reaction is not to see the interface, I see description, the user in what scene down to use, which is the most important user experience, we so-called user research, user analysis, user interviews , Are not the user up to look at your interface, but up the user would like to use what the scene will be used here, many product manager's weakness, the user scene can not stand scrutiny, the user simply do not have this demand, this demand is that he Imagine, I talk with many product managers, the first version of your product interface can not be beautiful, the design can be flawed, the function can be very simple, these are not the reason users refuse the product, the only reason users refuse the product is Can not resonate with you, read for a long time do not know what is the use of this stuff.

For example, today's products have been very beautiful Tencent, the first version of the product is very simple, less functional, did solve the lack of a communication tool for young people in China at the time, 360 today's functions are also extremely large, or even a bit complicated, the product But also the first edition of 360 features extremely simple, with no antivirus software no way, the function is also very simple, the ability is very weak, and even a rogue software can remove it, even the basic self-protection are not, But at that time, it was not good how good things were done. There was a huge market demand at that time. In 2006, rogue software was hurting China. Almost 99% of Internet companies, large and small, both at home and abroad, are collectively engaged in rogue software. No one to control this thing, so it can kill rogue software, you can solve the user's pain, I think the best product is to solve the user's pain, the pain of this product is welcomed by the user, welcomed by the user, and Users, users can grow, there is a chance to improve.

When we just returned to Apple, not so cow, he returned to Apple in 1997, the first to do a few color-shell computers, the Industrial Awards, the problem is to change the apple? No , Because did not really meet the needs of users, why the iPod into the demand later, the iPod is really a blue ocean market? Wrong, is a new invention of the demand? Not at all, listening to music is the basic needs of everyone, all The lawsuit in the United States at the time reflected the need of American college students to download song songs online. The iPod conformed to this demand. Without this requirement, it was empty to talk about the iPod touch and the beautiful white appearance. I repeatedly stressed that when you decide to participate in the planning to make a product, the first step is not to think of color matching, not appearance, the user in the end there is no such demand, if the weak demand, the product promotion in the future is very difficult, if it is strong Demand, the demand that users can not stop, this demand will be very successful.

Cite three examples, such as the hottest WeChat, a competing product has done a design of something very graffiti, to send a mood to others, and no user point of view, each user is a professional designer, each A user spend a lot of time every day graffiti it, may not really speak a word, then do not understand user psychology, from this product has never been online, and no similar products, I feel a little user, wechat shake A shake, boys can shake out sister, girls can shake out their own charm, this product is a strong demand in WeChat, as a blast point. There are a lot of people on the Internet using pirated QVOD, some repackaged, loaded with some viruses and Trojan players, to play love action film, the 360 ​​pop-up tips, can not broadcast this thing, a virus, they listen to 360? No, Turn off the 360, if the 360 ​​then bounce, put the 360 ​​completely removed, after reading the 360 ​​loaded, this demand is called strong demand.

But let me give you an example. Recently WeChat talked about two-dimensional code, two-dimensional code is strong demand, mobile phone does not seem to affect the application of two-dimensional code does not seem to be why all the two-dimensional code before WeChat company Less successful, because it is weak demand, what to install two-dimensional code, it is convenient, sweeping everywhere, there ah, with the business, the business said two-dimensional code can give it a try, but you have the user you, and no user, It becomes a knot. Today WeChat plus two-dimensional code application, WeChat to do two-dimensional code success, indicating the two-dimensional code is a good thing, wrong, you installed WeChat is because there are two-dimensional code, not, you install WeChat, it has a circle of friends, I respect this product WeChat very much, I have been as a product example of success in our internal reflection and learning.

With a strong demand, 200 million users, plus a two-dimensional code applications, we naturally extended use, but many start-up companies, without careful analysis of user needs, but to see others do QR code, I also do, I do not know that others can be successful, others have 200 million basis, you do not succeed, because you do not have a strong demand. Is it because of the recent sings of the fire? Is the Chinese pursuit of music to reach a new realm? If you really think that you are wrong, a careful analysis of singing or strong demand, we do not laugh, many successful products are strong Demand, so there will be users, users, users continue to mention the requirements, continuous improvement experience, the more experience the better, the final success, the last successful, when Chinese entrepreneurs propaganda, not like me To tell the truth, we will say how far I look forward to, how beautiful user interaction, we have invested tremendous strength, our user experience, user interaction, how good, and finally we have been successful. Maybe you listened to this sharing, go back to life to create the interface, adjust the color, the final product is still unsuccessful, and why? Because we did not catch the user's essential needs, all users have left the user experience improvements are rogue.

See some of the products on the concept of O2O, I emphasize the concept of killing people, discuss the product within the company, if the CEO also talk about the concept, the company collapsed, if the product manager talk about the concept, the company even more to be finished , Because the concept is the correct nonsense, who can explain O2O, B2C, this concept in the Internet for so many years, all are a summary of the concept, the concept is far away from the user, the user will not be called ios to use, the user Facebook Because you can pick up girl. So forget those concepts, but to observe the user.

What is the formation of experience? Experience must be beyond the expectations of what is meant by experience, if done with others, but the function is not called experience, many people copying someone else's products, often say that certain companies have done what function, the boss said According to do one, but never thought, if done as there is no chance, if the user runs out, feel good pass, the user does not form a real experience. What kind of experience like taking a needle, or kick, felt pinned a bit, it will form a kind of word of mouth, this is beyond expectation of the thing, is not great? Do not say the product, many people imitate WeChat Shake, I asked the product manager, he said what is the biggest experience? Some people say that using the WeChat shake in the hotel can shake out dozens, shake with some products, within ten kilometers Shake up one, which one exceeded expectations, you tell others that brothers use this, it can exceed expectations.

I originally wrote a micro-blog, I recommend everyone to read a book, I called in Microblogging "Business Show", the subtitle is all industries are entertainment industry, entertainment industry is the most experience, we are in daily life , Selling a bottle of water, you drank you have an experience, anyway, can quench their thirst, no more than experience, whatever the outcome, there is a thing, but spend 70 yuan to watch a movie, watch a show in Las Vegas, got what, Nothing bought, bought is a standard experience, all movies, all the show can not succeed, is to give you a huge emotional impact.

There is a hotel in Las Vegas, the guests have already left, when he walked out of the hotel, the doorman will be stuffed with a few bottles of frozen mineral water, the hotel is free water, are their own canned, the cost Almost zero. But the two bottles of water give the guests the feeling of meticulous care and beyond expectations, I have already closed accounts. Stayed in the hotel, even if you think I am a little more money than everyone, I live in the hotel I am very nervous, I did not dare to move things to the hotel, full of water, the water opened, the water bottle is free, that bottle is Consumption, the extra expensive, I finished it, I went downstairs overtime to buy a bottle of Coke to pour it in, this is a normal experience. But when I leave, I can give you water, which is called beyond the experience. Or two bottles of free water in the room finished, and timely make up more mineral water is also called experience, so beyond experience, do not give users ten thousand dollars, but also you want the user's expectations and user satisfaction.

Cite an example sea fishing, really attract a lot of people to go because the food ingredients are golden sticks? No, sea fishing things to eat with other restaurants, why do we go to sea fishing? Good service. This service is good where? Just do some things your peers did not do, give you glasses, to your shoes, before meals free melon seeds, eat watermelon for free after a meal, can cite many examples, you do not have a girlfriend, Take a waiter when you walk? There are many online marketing examples, if you do experience beyond the user, you can form a reputation. 360 made a boot assistant, into a popular paradigm, congratulations, your salary surpassed 1% of China's people, so this month you have to continue to work hard, congratulations, your time to get out beat the bedroom other Three classmates, there are students get up failed, is restarting.

To exceed the user's expectations in order to form an experience, not a difficult thing. Another point, the experience must be user-perceived, and we have too many errors is that we do experience that we are talking about ourselves, for example, 360 did a small function, although some people do not like, but the vast majority of users Feel good, because we are thinking, how to tell the user the computer's condition is not very good, because the user's computer is not 1 with 0, not very good, no problem, or else there is a virus Trojan, a lot of the state is gray , There are many professional text to tell the user, the user is still very patient, look at the microblogging only look at the case of 140 words, look at the article look at the title, the user can have time to see the professional description? Fortunately, we found that Chinese users, All of us are victims of exam-oriented education. Although we hate examinations, we are all keen to score. We all know that failing is not good. We all want to get one hundred percent. We absolutely can not get 99. Otherwise, Ridicule, so we give everyone a physical examination scores, a lot of people look at the examination scores angry, how to get 60 points, 70 points, I want to optimize, an optimization, It will automatically scan solve many problems. Users can not feel, but you have to create perception.

Similarly, Apple has a lot of action inside, iPad flip screen, not a simple uniform movement, is an accelerated speed movement, to the side, there will be a rebound, why Apple will do so meticulous? We make a product, 360 security desktop, on the PC trying to mimic Apple's iPad experience, our first version is done for all to switch the screen back, after done, how the feeling with Apple cottage strong, no feeling at all, we find A study of Apple's experts, a lesson to us carefully, we found that there really is an accelerated function of Apple, there is a model of movement, Apple Why do we make? His experience can be your perception.

Speaking of two negative examples, one year a mobile operator to promote CDMA phones, find a lot of selling points, the earliest said no green radiation or radiation less, the selling point is good? A lot of people must say good, green is the theme, the phone has radiation, Why is this selling point unsuccessful? Because of your classmates you feel the radiation of a cell phone, can you feel it? You take a CDMA cell phone to call, you can know the radiation of small radiation, in fact, you are There is no perception, in the era of non-user experience, many products are keen to find hot selling point, the main planning selling point is 忽悠 users, selling how to spread it? Selling advertising through education users, through the store one to one Huyou users indoctrination, Flicker user hand, the user paid the money, get home. Sell ​​TV, is still engaged in selling point, smart TV has nine functions, you can do ten things, but do not have to go home, have experience? The user does not have the thing, no experience.

Although by strong advertising, 忽悠 selling practices in some industries still exist, this era will gradually over, with the Internet users are no longer passive weak, you can get more experience of the exchange. Be sure to let users feel something is selling point. Is it true when you're planning a selling point at home, is it a fact, is it something the user can perceive, and then the operator has found a selling point to guard against eavesdropping, security and confidentiality, and all of you People are talking about what people I am, how others will eavesdrop on my phone, even if eavesdropping, it does not matter, my phone has no anti-party and anti-social content, you think eavesdropping is the user is perceived Even if your phone was tapped, you do not know, they can not be proved that this can not be tapped, so this selling point still failed.

We also have a lesson of failure, there are users, I guess Edison under the name of the request, we need a compact disk, I placed on the compact disk of those pictures need to be encrypted, we did a function called 360 compact disk, and finally Found tens of thousands of users, tens of thousands of users are indeed very loyal, I guess their secret must have a lot of love action movies, there must be a lot of similar Li Zongrui, they do have this demand, but for the vast majority of users , This is a pseudo-demand, the user ran out of the needless to perceive. To do the user can feel, but also strongly perceived and recognized the needs.

Finally add two more points, user experience, I have no special system to sum up, there are many points to talk about, and finally concluded three points.

First, the experience is in the details, experience should pay attention to the details.

This example is no longer talked about, Jobs's biography there is an example, this example has reached the level of metamorphosis, Jobs one day to Google executives call in Apple ios a Google map icon to enlarge the number of times after the third line A pixel color is wrong, he believes that affects the beauty of ios, which is a kind of insistence on the details. Of course, this example is extreme, but many user experience is often destroyed in the details, often into the details, why do you say? When you compete with your peers, the big features we will not be too bad, in fact, user perception Things are often details, this time you need to play a designer's sensitive heart to feel the details of this content. Shabu-shabu provided by sea fishing are A-level beef in Kobe, Japan? It seems that it is not the details of knocking seeds, rubbing shoes and taking children.

For example, there are two negative details. For example, if I fly on a Chinese airline, I do not know why. Many airlines have said that they are losing money. They talk about long-term strategies. Nobody cares about the distance between seats. Many companies have a slightly fatter economy Plug in it is very painful, no details of this tube, and finally had to sit first class, lunch with thirty dollars a box lunch is a level, add thirty dollars can make you eat well, had been on the plane No expectations, better than expected, good expectations or good experiences with the airline, but the food you give you makes you feel bad. There are many people come to Beijing to attend this meeting, may live in some hotels, some hotels are really expensive, but added that the economy hotel offers free Internet access, many hotels 451 night, the consumer's heart is very strange, he think you are big Customers, do not care to spend five thousand live in an apartment, why stingy two hundred dollars a night on it, but every time I live in the hotel, I found that the Internet is not free to give a hundred dollars, especially distressed, I do not know where my heart hurts, you think this is not the truth. Please friends to eat, a table of ten people, may eat a thousand, I'm sorry a pack of dining paper two dollars, you will feel very bad, which is very strange, not to explain the logic, is a consumer psychology, but also User's psychology Many companies do not pay attention to this kind of details, and finally lost the user. The most hateful is staying at the hotel, I later come with wireless WIFI, if you look carefully, many of the details in the other people not noticed, if you can find distinctive power, you can create it I said earlier Beyond the expectation, if the product of the large side, others have done for many years, basically done impeccable, I am afraid it is difficult to experience.

I talked about the experience is strength, in fact, is also about the details, such as 360 to do antivirus, I think our technology beyond the peer, but you may not necessarily believe, why? Because you are not industry experts, you can not judge which antivirus engine Better, if I talk about anti-virus engine technology you do not understand, but we successfully subvert the entire anti-virus industry, relying on the user experience, the user experience in a broad sense, not just I just said the physical examination, boot acceleration , A key optimization, the most important experience is to give users more than expected experience is free, business model subversion is good, but the guns, no matter what the business model for the user, how do you make money I do not care, I know I used to spend a Two hundred to buy an anti-virus, Zhou Hongyi gave me free, not only free, or free for life, forever free, anti-virus vendors then said that we cut prices by half, we become cheaper, this is not called beyond expectation, but that continuous improvement, Only completely free before called than expected.

Year 3Q World War II, but also a case of bloodshed triggered by the experience, we do a product QQ bodyguards, not to make QQ experience worse, is to make QQ experience better, such as playing an ad, will affect other companies advertising revenue, However, the user experience is very good, so sought after by the user. Recently done a search, frankly, if I say that our technology is the fourth generation technology, I am really sorry, because it is a lie, search technology over the past decade, from Google to Baidu, we have no essential changes in technology, And the world's best search technology company is obviously Google, not China, these companies do not rely on technology to beat Google, you also understand.

But why do I see the opportunity to experience change because today's search engines are getting more and more like ad engines, where ads and search are mixed together, and you guys might be clear, your parents are absolutely unsure about who is bidding this model Who is the top in the money, a lot of fraudulent sites ranked first. Medical industry is absolutely the hardest hit, you guys have seen the disease? You feel very comfortable to the hospital? Concurrent in Beijing, my colleagues will always be overcrowded, never see the disease, queuing up to get an expert number, indicating that medical resources in China is Needy, concord, good hospital colleagues need to spend five hundred dollars a click, you need to buy the Internet users do not need. Spent hundreds of dollars a click, need to see his hospital vitiligo, infertility, I can not say that this hospital is a fake hospital, but what is the color, we all know. So this experience has become, on the one hand, search engines to help you find knowledge, to find a lot of information at the same time, on the one hand also came out, search you fooled, this is the user experience. Even if the technology is similar, who will be able to experience this detail from top to bottom, do not put ads in the medical industry, dare to learn from Google, advertising and search clearly separated, put three ads per page, not to put more. Improvements in experience can also be a force that changes an industry. Every time you make such a big change of experience, everyone should be a little heartless because your opponent may employ a large number of naval forces. I am the one who scolds the most in China. I estimate that many naval companies in China rely on me Years can earn tens of millions.

Second, the experience must be focused, hurt the fingers, it is better to break one of the means

Yesterday, in an innovation contest inside my company, there was a group of products user experience department to mention the program, I commented that there are four functions, I said there is a function to impress users is very simple, and think of this function to do something To the extreme, not to say that one feature is not enough, do five or six functions, the phone does not have five icons feel embarrassed to take out, users choose your product, often for a reason particularly simple, a reason enough to choose, we Do product experience, many times should be exhaustive, should be systematic thinking in all directions, good, should consider all-inclusive, all-round thinking, but thinking over, how to find a point in many functions as a breakthrough point, then a big market Also need a tip to do the same point of entry, all successful products have to find a point, through focusing, limited resources to focus on a point, in order to form pressure, and sometimes you think find a few points, when With the user that there are five functions, there are six systems, you think you can remember, you The boss may also require employees to learn to remember, it has become jingle, but for users really remember it?

Once I saw the smart TV ads, there are six major functions, I glanced at me as an ordinary consumer, certainly not out of six major functions, the ultimate function of a function, we recommend your product, on this television Free movies casually look, it is also easier to use than Youku, may still be a selling point. TV remote control extreme reflection of the user experience, anxious to push many features to the user, the user commonly used functions is to tune Taiwan key, volume keys, switch key. How to make the most extreme functions in the user, I say this focus, focus, and said before done the ultimate, beyond expectations, attention to detail highly consistent, everyone is not a genius, nor is generalists, if you can not focus One thing, all-encompassing, the average force at the same time to do three products, each product at the same time spread out to do five functions, how to verify the product focus, particularly simple to see the user post to see the user scolded you, or listen to the user's voice, The most simple language, summarize the point at which your product can be touched by them.

When Baidu overtook Google, when Baidu just started, really search technology is better than Google? No, because MP3 search, you will hear a lot of migrant workers in the exchange of time, I will not say to use a Search engine, will say there is a website above can be free songs, you can download the song, if you can hear the voice of the user, congratulations, you find a point worth focusing on, because it is the user's concern.

About product experience, the experience of the king's era, who can master the power of experience, from a small place to improve a product, you can make a popular product, speaking from the big, even subvert an industry, you can change a pattern , Product innovation, always think of innovation as a research institute, employ many PhD experts, invent a new recipe like Coca-Cola, or apply for how many patents, I think it is unrealistic, the so-called innovation is from the user, from Starting from the details of the user experience, from a lot of nuances, we can make continuous improvements to the user experience.

I am the title of this speech, I temporarily changed his mind, many people have talked about this truth, all enterprises are attributed to a word to Jane Avenue, all ideas boil down to give users a particularly simple to use, simple is power, today Did not repeatedly stressed from the perspective of Avenue to Jane, or from the user's point of view on how to do a good job of product manager, user experience improvements should be done. thank you all!