Tencent's operational strategy: User experience that caters to the seven deadly sins of human nature

This article starts with the seven deadly sins of human nature and explains how to design user-friendly Internet products.

1What is human nature?

When it comes to human nature, it's actually more about some subtle and detailed things that we come into contact with on a daily basis but may not perceive. So how can we change or adapt to human nature to improve user experience?

Platform Value

The platform is composed of large amounts of data, generating a large amount of value. Every company has its own data attributes. For example, Alibaba has consumption data and product data; Baidu has search data; and Tencent's data revolves around relationship data. Who you are friends with, who you like, and who you comment on, these are all dimensions related to you. So what is this value? It is to gain insight into human nature through the data of my chat relationship with you.

Because humanity is the essence of business

It is human nature to need to obtain things and to take advantage of others to obtain things. This is a rigid thinking logic that everyone has.

Through a movie, we can explain to you how human nature is roughly divided - "Seven Deadly Sins". It breaks down a very important ethical concept in the history of Western religions, that is, everyone comes into this world with seven original sins, and the process of a person's life is a process of atonement. When you leave this world, whether you go to heaven or hell depends on the degree of your atonement in this life. If it is good, you go to heaven, and if it is not good, you go to hell.

Does everyone have these seven deadly sins?

Gluttony

No one wants to go hungry. Living a life with food and drink is the most basic need for survival.

greedy

For example, if there is a red envelope in a WeChat group , many people will click on it because you don’t know whether it is one cent or one hundred yuan. After clicking it, they found out it was one cent, so they would say, one cent is also love, to express their respect to the person who sent the red envelope. This is a very greedy thing. So is there more and more money now? It should be getting less and less, because everyone wants to earn other people's money but is unwilling to spend it.

Lazy

Today's mobile Internet has disrupted everyone's social status, which is a particularly big original sin. It’s a good thing for entrepreneurs , but it’s not a good thing for people themselves because we are becoming more and more lazy.

For example, everyone obviously thinks that free experiences like manicures and car repairs are a good thing, but the bad thing is greed. People experience things just for the sake of the experience, but if you are suddenly told that you have to pay a hundred yuan to experience them, you will feel a hurdle in your heart that you can't get over. What should you do? Get a new account to experience it.

Lust

The whole picture is mosaic.

Pride, jealousy, anger

These three basically appear at the same time, so what is the essential difference between the last three original sins and the first four original sins?

The first four are possessed by independent individuals, while the last three can only be possessed by a group. In other words, the first four are animal nature, and the last three are human nature.

2 What is the relationship between human nature and user experience?

Do you still remember studying Marxism-Leninism and memorizing Das Kapital in your freshman year? There is an interesting saying. Marx said that the reason why people are called human beings is human relationships. People should interact with each other and form relationships, only then can they be called human beings. So how do we dig out information related to our products to improve our user experience?

Everyone thinks that Durex is a product that is not worthy of being presented in high-end markets, but through the adjustment and improvement of the brand, it looks tasteful, which makes people feel refreshed and interesting, and they no longer feel that it is a brand that is embarrassing to talk about.

This is the most classic advertisement Durex has ever made in front of the whole world, and all boys will laugh at it. This is the Durex advertisement directly opposite the venue of the London Olympics. The biggest news of the Brazil Olympics is that the Olympic Committee distributed 500,000 condoms.

Then what?

Not enough.

In fact, it’s not that there is such a demand, but that people think the things made are beautiful and collect them. This is related to human nature and experience. When you focus good experiences on people's needs, you can quickly drive demand for this industry.

There are two recruitment plans in the picture above.

Characteristics on the left: intuitive, clear and understandable, understands the user's fundamental needs, and can benefit for free.

Characteristics on the right: official, too far away, talking about things in the distant past rather than the present, so the conversion rate is very low. We don’t have a good understanding of human nature and don’t understand what human needs are.

Two of the four characters in "九球天后" were written incorrectly.

People who have studied accounting and worked in finance know that this nine only appears on the account book to prevent adding an entry for accounting. Therefore, there is no traditional Chinese character for “九”. The traditional Chinese character for “后” only indicates direction, such as Queen of Heaven or Empress. It is wrong to use this “后” to mean Queen. So it doesn’t mean that all characters should be written in traditional Chinese in calligraphy, but the correct answer is to ensure the user experience is appropriate.

In real life, there are many places close to user experience, and they all affect the loss of user guidance and the dislocation of user experience. For example:

If, like in Japan and Europe, the sockets are staggered, the washing label on the collar is placed on the cuff, the notebook is replaced with loose-leaf paper, the USB position of the notebook is adjusted, and the network cable port is moved to a position other than the right side...

Would this be much better?

Many designs will make you think: Oh my God! Why is this happening? !

What is the reason? This has to do with our human nature. Experience performance optimization is the optimization of our humanity. If it is optimized well, it is humane. If it is not optimized well, it means we do not understand human nature.

3. Why is the user experience not good enough?

Let’s look at some examples of good and user-friendly experiences:

Everyone is very familiar with this brand, right?

This experience guides you to pay attention to his information, scan the QR code and share it.

Why does everyone want to sweep?

Because I want to see it.

Therefore, a simple outdoor visual experience is transformed into a marketing communication. Therefore, experiences that are in line with people's experience can have a great impact.

This is a rather magical form of QR code. A small Korean supermarket. No one came to this supermarket, so they came up with a solution. He put a panel at the entrance of the supermarket with a QR code on the panel. People just scan this QR code. What are its features?

This QR code makes use of sunlight and can only be scanned at 12 o'clock and 1 o'clock, so you can only scan it during that time period. After scanning it, you will get a coupon. It has a strong sense of design and is very interesting. You will find that this matter is complicated, but this method is very consistent with human needs. So many QR codes can change our lifestyle and life efficiency.

Let’s take a look at the QR code experience abroad. On the left is a QR code placed in a square, a dynamic game that attracts many people to play. Afterwards, they can redeem the points, just like the points redemption mall of Duiba. On the right is a supermarket in South Korea. They put up advertisements at subway stations, all in the form of QR codes. After scanning the code, you can pick up the goods on the road or have them delivered directly to your home. It is very convenient. Another store, No.1 Store, has also tried this, but it didn't have much effect. On the other hand, it may be because the signal in China is too poor and there is often no signal in the subway.

In fact, many functional points need to be experienced in combination with human characteristics.

The basic levels of human nature are divided into five levels, from low to high:

1. Physiological needs: to have enough food and not to be hungry or cold.
2. Security needs: the income and stable development that your job brings you.
3. Social needs: making friends and growing yourself.
4. Respect needs: whether you can get respect and recognition from others in the circle.
5. Self-actualization: the ultimate goal.

Everyone has many directions, so when you make a product, you have to think about whether you can meet certain needs and whether you can gradually meet more levels of needs. When you find that you can meet more needs, your humanity will be expressed in a good way.

4 How to grasp human nature to improve user experience?

Tencent's designers are very labor-intensive. They do a lot of stupid things: conducting household surveys, chatting with users to understand their status, discover their feelings, and usage problems. I also went to Internet cafes to observe how users used our products and their questions. Thousands of customer service representatives receive millions of incoming calls every day. Use an eye tracker to capture the user's eyes and see how the user perceives the product. These are some methods of user research. Basically two types of companies use eye trackers: gaming companies and e-commerce companies, because they need to have very detailed user perception.

For example, the game “Find the Differences” that we often play is difficult to find the differences because people will “uncontrollably” pay attention to some important things and “turn a blind eye” to other information. A person's normal mental state and his physiological reactions are instinctive and difficult to adjust in reverse. Therefore, we must constantly think about whether we can bypass our instincts. This is a very important aspect of user experience. What kind of experience? See the thoughts behind you through your eyes.

Some more examples:

• First, people tend to be more sensitive to dangerous things and their heart rate increases.
• Second, something different creates a strong stimulus.
• Third, the needs generated by basic physiological functions will affect your stimulation.
• Fourth, the difference will be related to you. The photos that people see in the circle of friends are basically food photos and selfies.
• The fifth one, related to survival, is very obvious.
• The sixth one is related to reproduction, and you will unconsciously look at some parts.
• The seventh one is related to current urgent needs. When people have urgent needs, they will quickly find where the toilet is, such as running forward when passing by a McDonald's.
• The last one is what others notice.

Therefore, a good product should guide people to look at the product, then grasp the relationship between human nature and user experience, and finally make continuous optimization through some small details.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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