How to play the Internet?

Introduction: Mobile phone is an extension of limbs, and mobile Internet products are not simply transplanted from PC to mobile phone. What should I do to make a mobile Internet product without web? This is a brand-new topic for IT people in China. In the following 30 principles, we can see some ideas about the design and promotion of APP products, which come from the PPT published by Zhang Xiaolong, the founder of WeChat.

main body

1, fashion is the driving force

People follow the trend and don't be too "instrumental".

2. Pay attention to the "diaosi" user group.

Facebook, pinterest, instagram, path and other products have solved the problem of "presence", which means that people will feel isolated and worthless after leaving sns. These products can't be promoted in China. Because the problems faced by China people are one level lower than the sense of existence. This is a sense of survival. But there is such a group in China. They are under pressure to survive. And the desire for existence. These people are diaosi. Psychology and needs of Internet users in China. We should start with understanding the survival and psychological state of diaosi group. When you figure out diaosi, you catch the user base.

3. Discover something about the basic Internet from daily experience.

GALAXY Note: A stylish and convenient touch switch for typing with long nails. Closer to people's emotions than ordinary switches. Great products should meet people's emotional needs.

Demand is to satisfy people's greed and ignorance.

The ultimate goal of the product is to meet the needs of human nature, and don't involve your moral sense in the product. Satisfy greed, but ask users to "send less WeChat". The world is absurd, and the product is the combination of technology and art "Steve Jobs"

Most new functions can be cut off.

Think back, how many functions have you done that you can't do?

6. Don't look for requirements from similar products.

From other people's products, you can't understand the demand in depth. Demand only comes from your understanding of users, not from research, analysis and discussion. It is deceptive to find the psychological appeal behind the demand. It is deceptive to get the demand through research. From a lot of feedback, the demand is deceptive (group demand, users will tell them what they need is qq group). User feedback can help improve the experience, but it won't tell you what to do. Statistically speaking, demand is more deceptive.

7. The essence of needs can often be attributed to psychological needs.

Drift bottle: satisfy the psychology of talking and curiosity. This is an example of psychological drive. People have such a strong desire to talk. If you are wandering to make friends. Will not grasp the essence (case: voice bottle, or text? )

8. The driving force of psychological satisfaction is far better than tools and even saves money.

? Money-saving SMS replacement tools will not succeed. If your positioning is a tool to save money, you may be in trouble. Wechat is not QQ. Wechat is more than just a communication tool. Wechat is a lifestyle. It embodies the supremacy of psychological satisfaction.

? For the group effect: people nearby. Don't make friends with strangers. Wonder what will happen to them? There is a group effect. Everyone is observing others and being observed. They met on a large scale for the first time in reality.

? Do it for ideas: friends circle. Everyone needs to get a sense of existence in the attention of friends. Photos are the best interactive carrier for mobile phones. People only need three or five friends, and people need to get together without exposing their friends. A more private community than facebook and path. Ideas are more important than functions. Make it for your own use.

9, only grasp the main scene, do not do all the functions.

It's easy to be big, but difficult to be small. If you don't have the ability to simplify, you must restrain your desire to do more. Doing more comes from not being confident. Cutting off a few requests every day is more refreshing than making a few requests. Case: Friends circle can only send photos. Sending 140 words is far more difficult than sending a picture.

10, forget past data and even experience.

Insight into current and future trends is very important. The entrance on the PC is the search box, and the entrance on the mobile phone is the QR code.

1 1. Make products that people love to use.

It is immoral to divide users into high, middle and low end, and it is unprofessional to rejuvenate universal products. Everyone is equal before the product.

12. Make the product structure first and then the functional details.

The product structure is a skeleton, which cannot be changed or complicated. Creation begins with bones, not muscles. Case: the product structure of WeChat

Design is classification.

Classification is the recognition mode of human brain, and classification is one of the methods to simplify the complex. PM has to think about how to make things more organized every day. Case: WeChat guarantees that there are only four bottom labels.

14. Design for the scene instead of the function list.

There is no stacking function. Function serves the scene and xx experience. There is no isolated function

15, making the function invisible.

Case: The catering business plug-in is invisible and only scanned. Let the new version not see any changes, only novices will list all (new) functions in a conspicuous place.

16, not over-designed.

The more you do, the more mistakes you may make. Be careful about the trunk, not the branches and leaves.

17, I'd rather lose the function than experience it.

Don't add ports everywhere for flow. Case: Why can't there be an edit button in the upper left corner of the dialogue interface?

18, good products will call users.

Do one thing once and for all, are you a class or an example? Good features don't need to be added constantly, and they need to be formed at one time. The mailbox drift bottle is different from the WeChat drift bottle. Good products will call users (pony language)

19, let users push users.

Not a system administrator. Example: How to let users set their avatars?

20. Minimalism cannot be surpassed.

Case: Shake it and reply to Pony: "Shake it and it's hard to be surpassed, because we have achieved minimalism".

2 1, scene design after two years.

Case: delivery status? After 2 years, the network conditions are good enough and will be delivered.

22, a function can not be exciting, it is better not to do it.

You can't really understand the needs you're not interested in. Curiosity is the motivation of PM. The perfection of logic is also exciting, gaining reputation from a single point, rather than some dispensable features.

23. Respect users

Protect users' privacy (consent is required for uploading the address book, and the exposed location of LBS should be informed).

Do not induce users, and then focus on the users of various experience stores. Case: Add post-crash content protection in all text editing places. Case: system mail, signed by the real product manager, not the "system administrator" of machine thinking.

24, if there is no natural growth, there is no need to promote.

Hard importing users will only leave a bad impression on users and will not come back. KPI is a by-product of a good product, and the product is not changed for KPI.

25. Keep it rough and clumsy.

If there is no good solution, leave it alone. Case: the problem of sending the wrong group. Case: group business card, group shielding. Grasp the big scene and ignore the small scene. The unimportant functions are put in the settings, and it is best not to do them in the settings.

26. Achieving the ultimate user experience is innovation.

Adhere to the ear experience. Why not cover the iphone screen with your hand and use the receiver instead, but your ears can? Why can WeChat recognize your ears?

27. Your values (attitude) determine the product characteristics.

28. Change user habits

The telephone has been harassing people for a hundred years since it was invented. Wechat video calling is not allowed to call others suddenly. You can't reinvent the telephone, but you can change the way you make calls. New habits make users more comfortable. Abandon inhuman innovation.

29. Innovation is not based on reasoning.

Innovation is to serve people. Do you want to show your cleverness at all costs or choose kindness? Author Bezos. Case: It is not allowed to start talking when the earphone is pressed (instead of holding it down).

30, avoid strategic behavior instead of real demand.

To avoid "getting through", you need to get through, which means it is not a demand.

To avoid "integration", it is necessary to integrate, and the explanation is not enough.

Avoid "pulling", you need to pull, which means KPI.

Avoid "import" and need to import, indicating that there is no vitality.

Avoid "multi-platform" and platform for platform's sake.

Avoid "comprehensive", comprehensive things are mediocre.