Case Analysis | WeChat Reading VS Douban Reading, social ecology or original platform?

As a heavy user of reading apps, the author successfully defected from Douban Reading and migrated to WeChat Reading . On the one hand, it shamelessly admits that its "user stickiness" is insufficient, and its fans have turned into passers-by and are easily fickle; on the other hand, it shamelessly puts the blame on [ WeChat Reading], saying that its [ social sharing ecosystem] has played an indispensable role in its "seduction".

Article framework:

• Information Architecture & Prioritization
• Interaction Design & User Experience
• Visual Design
• Persona

1. Information Architecture & Prioritization

1. Information Architecture Network

2. Macro and micro similarities and differences

Based on the information structure, it is not difficult to see the macro similarities and differences :

Differences:

• WeChat Reading: Leveraging the social attributes of WeChat Moments , we create a “book-loving reading ecosystem” to enhance readers’ competitive awareness and willingness to interact, thereby increasing traffic and enhancing user stickiness.
• Douban Reading: Focuses on building an " original platform" to stimulate the enthusiasm of UGC creators to participate.

Total categories:

1. Discover/Recommend;
2. Book City/Bookstore;
3. My/I.

As for the common categories in the macro aspect, it is necessary to further distinguish their micro differences and make detailed comparisons:

As shown in the table, the information weights (information priorities) of the two reading apps are different:

• WeChat Reading: Cultivate a social ecosystem , enhance interaction among book lovers, introduce a competition mechanism, and satisfy the desire to win.
• Douban Reading: emphasizes bibliographic entry and focuses on book search and reading needs.

Combining macro and micro aspects, information weight reflects brand characteristics :

3. Brand tone

2. Interaction & User Experience

1. Interaction method in the "book search" scenario

• WeChat Reading: A new way to read, swipe left and right;
• Douban Reading: The general public, scroll up and down.

2. Interaction methods in reading scenarios

2.1 Opening the book

• WeChat Reading: It uses the "simulated page turning effect" to create a "real sense" of "reading" in the "home page turning" scenario.
• Douban Reading: It uses the “three-dimensional interface backward movement” , with the book retreating into the background and the text content on the inner pages sliding out from the bottom.

WeChat Reading Douban Reading

2.2 Reading

• Both are the same: swipe left or right.
• The difference is that WeChat Reading provides readers with customized options: they can select "Realistic page turning effect" in "Settings". However, the interaction method should be adapted to the specific usage scenario rather than blindly pursuing cool forms.

In another scenario where "every page is turned", the author does not think that the animation of "simulated page turning effect" can bring the same comfortable interactive experience.

On the contrary, for readers who read e-books through the screen, "realistic page turning" will cause great visual interference and hinder the immersive reading experience. Because every time you finish reading a page (a screen), the "page turning effect" will be repeated. However, due to the fast reading speed of a single page on the electronic screen and the high frequency of page turning, the high-frequency repeated "page turning effect" will constantly interrupt the reader's reading line of sight and reading ideas.

But paper books are different. Due to their inherent physical properties, readers only need to "manually turn the pages" after reading "two pages" (facing pages). This interactive way of turning pages happens naturally and does not interfere too much with the reader's immersive reading experience.

On the contrary, "turning pages" can enhance the reader's reading experience. There are two reasons:

1. In terms of the time dimension, readers feel the "reading progress" through the action of "turning pages";
2. In terms of spatial dimension, when a thick book is read page by page, the reader's inner satisfaction and sense of accomplishment are self-evident.

Especially for small-screen mobile phones , the amount of text that can be carried per unit area is more limited, the reading speed is faster, and the page-turning frequency is higher. The "high-frequency interference" caused by the "simulated page-turning effect" is almost devastating.

2.3 Sharing

(1) Action Sheet

• Douban Reading: normal sharing without any merit or demerit;
• WeChat Reading: It encourages social interaction while also satisfying privacy.

1. Interaction: There are 2 columns in total, each with 8 tabs, and the number is >= 5, so you need to swipe left and right to interact.
2. Visual: The first column is a face-colored icon, and its information weight is stronger than the current situation icon in the second column.
3. Function: The first column emphasizes "social attributes" and the second row focuses on "private reading" .

2.4 Line drawing

Douban Reading WeChat Reading

• WeChat Reading: There are multiple ways to draw lines, but the interaction path is long and you have to manually click on the page for the "edit menu" to disappear, which interferes with reading.
• Douban Reading: The marking method is simple, but the interaction is natural and the reading experience is smooth.

3. Visual Design

1. Icon Style

• Douban Reading: Icon+ text;
• WeChat Reading: Pure Icon.

Good interface design will make every existing element meaningful.

The author believes that even without the assistance of text, Douban Reading's Icon can well demonstrate its meaning.

If we think about it carefully, the reason why Douban Reading uses text may not be because of the text’s indicative function, but to avoid leaving too much blank space at the bottom. There are only 4 tabs in total, and even with text added, it doesn’t look crowded visually.

Secondly, the use of separators distinguishes the first three tabs from the last item "Settings", giving the information a higher weight.

4. Persona

The author's experience of defecting from Douban Reading and migrating to WeChat Reading reflects the shift in his own needs:

• From "the determination to produce original content" to "the virtual sense of accomplishment of reading rankings".
• From "Buddhist creative personality" to "social creative personality".

However, now, the author's "creative personality" + "social personality" are both stirring. Therefore, with this vision of "demand upgrade", Qi Xingxing hopes to logically organize his understanding of interactive design through writing articles. On the one hand, exercise your own "product thinking", and on the other hand, make friends with like-minded partners.

The author of this article @绮星星 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games