Former PM Director of NetEase: Design experience in mobile Internet product login, registration, new user guidance, and layout
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Introduction: Guo Ziwei, former director of NetEase website product department, launched two structured tourism products: Chanyouji and Travel Recommendation. He summarized some of his experiences in developing mobile Internet products, including how to log in, register, guide new users, layout, etc. It is easy to come up with ideas but difficult to make products. Guo Ziwei (@纯银V), former director of NetEase website product department, launched two structured tourism products: Chanyouji and Travel Recommendation. He summarized some of his experiences in developing mobile Internet products, including how to log in, register, guide new users, layout, etc. The following is the original text: I originally said that once the product is established, I would write down all the twists and turns and experiences along the way. It is easier to implement results than to take root, and it is not yet time to make a summary. I've been itching to do some research lately, so I'll write down a few trivial product experiences that I've put into practice. Do you want to register independently? When I first designed Chanyouji, I didn’t leave room for independent registration, and only supported logging in with Sina/Tencent/Douban accounts. This matter was discussed on Weibo, and the number of supporters and opponents was about 1 to 1 at the time. There are several objections: 1. China's giants are all rogues! Don't trust them! If they block your access rights, you'll be dead!!! Answer: If Weibo blocks me, I still have QQ; if QQ blocks me, I still have Weibo. Always think of the worst in everything. Inhaling too much PM2.5 can cause cancer. How worrying it is to live like this. Besides, after logging in with a social account, you can also set your own email password. If it is really blocked, the user will not lose it. 2. Chinese companies are all rogues! I can’t trust them! If you don’t let me register independently, I won’t play with you!!! Answer: If you don’t want to play, then don’t play. Goodbye, I won’t see you off. What kind of privacy can be leaked by logging in with a social account? If there is really a huge risk, will Sina and Tencent still open the interface? As long as there is no shocking accident, logging in with a social account is the general trend. Even if the old guard does not cut off their braids, the Republic of China will come. Some things about the Internet 3. After logging in with a social account, you have to fill in your information again!! Product managers , go eat shit!! It’s totally meaningless!!! A: This question will be answered later. Among the more than one thousand pieces of feedback received by Chanyouji, I remember only three complaining about the lack of independent registration. However, last year's popular apps, such as Changba and Papapa, do not have an independent registration function. Many people think that forcing users to log in with social accounts is because the product manager is selfish and evil and wants to increase the number of shares. This is certainly one of the reasons, but I care more about making the product simpler and the process smoother. Isn’t simplicity and smoothness what product managers pursue? In addition, this also enhances the product's anti-spam capabilities. In general, unless it is a product that does not want to disclose identity information, such as hookups and flirting; or a product with a particularly prominent user role, such as a vertical community; other products do not need to retain an independent registration function. The tool- oriented Chanyouji put it into practice without feeling any obvious disadvantages, while enjoying the benefits of simplifying the product. Of course, if you insist on saying “40% of silent users were lost as a result”, I can’t answer that. This is just a personal choice in product design, not important and not worth arguing about. When to complete the information After logging in with a social account, a personal ID has most likely been created. To be on the safe side, users will also be asked to fill in their email and password. After all, no one knows when a giant will hack you as a competitor. Here are a few frequently asked questions. 1. After entering your account password and logging in with your social account, you still need to fill in your email password. Suddenly, a thousand horses ran through my mind. 2. After filling in the email password, you still need to go to the email box to receive the email for verification... May I ask if your father has an elder brother? 3. After going through so much trouble to get to the "next step", even though the social account information has been read, the user is still being guided to change his nickname and profile picture... If the product manager was standing in front of me, I would stab him to death without hesitation. Yes! A knife stabbed in the chest! What’s particularly hateful is that you make users do so many terrible things when they may just want to write a comment and click “like”. I have been complaining about this for a long time, so I divided user behavior into three parts: the first is browsing, which does not require logging in. The second is light behavior, such as liking/commenting/collecting, which can be completed by simply logging in. At this time, the user ID and personal homepage are created simultaneously. The third is severe behavior, such as writing travel notes, which must be done after completing the information. The design of the Chanyouji App is a bit more extreme. You don’t even need to log in to write travel notes, and the data is stored locally. Only when the travel notes are manually synchronized to the website, log in and complete the information to remove as many obstacles as possible for new users to become familiar with the product. Simply put, when a user performs an operation that he considers to be very important, he is more likely to accept a series of registration costs and not leave in anger. Before that, you must first guide users to understand the value of the product and make them trust you and like you. However, separating light behavior from heavy behavior, and social login from complete profile, will bring new problems. For example, the user logs in with QQ for the first time and creates a personal ID. The second time, he forgets about it and logs in with Weibo, which is equivalent to creating a second ID. Then he wonders why the binding to QQ space fails. We received about ten pieces of feedback of this type, accounting for 1% of the total feedback. It can be regarded as a sequelae of simplifying the registration process. In addition, I think most products do not require email verification or changing nicknames and avatars - just use the social platform information directly, and at most you can choose between N social accounts. What if you are not satisfied with the avatars on Sina Weibo , QQ Space, Renren, and Douban and have to set a new one? I only received two or three pieces of feedback of this kind and I ignored them. How to handle onboarding I once complained about the "Newbie Guide" on Weibo, which was displayed in full screen. There were hundreds of comments complaining about it, but not a single person said they read the prompts. They all quickly clicked "Next"! The guide to full-screen masking is outdated, okay? Who the hell has the patience to look at this? Others say that products that require onboarding are not good products - bullshit, it's easy to say that. Chicken soup for the soul is killing people. My approach is: 1. If it is not a link that is difficult for users to figure out on their own, do not provide any guidance. 2. Provide guidance only in interactive situations where prompts are necessary, and the guidance content should be closely related to the next operation. 3. There should be an intuitive mapping between the guiding content and the actual interface, with pragmatism and less empty talk. The concept guide map of WeChat 4.2 is good, but can you do it? Don’t imitate others blindly. 4. Guide the content to focus on one point. What I hate most is a screen full of fancy icons. I don’t know where to look. Why bother showing off? 5. Never display multiple pages of instructions continuously. Give the user’s patience some time to recover. When doing usability testing, I found that the attention paid to page 2 plummeted, and no one paid attention to page 3, and people skipped over it quickly with great impatience. Finally, I adopted the Clear floating layer, a style learned from Clear, which combined the prompt text and the long button, covered the background with gray, and placed the visual focus on the clean floating layer. The design and development costs of this approach are low and the results are good. Even so, many users still quickly skipped it. But Chanyouji has some very special interactive methods that you can't learn without careful observation, such as long pressing on a photo to edit annotations, and swiping up to browse the itinerary... With a few evil smiles, I set a "bounce to death" setting. If you don't follow the prompts, it will pop up every time you enter this interface, and it will pop up to death. It will never appear again after you operate it once. How to simplify the navigation layout At first, I used the drawer menu popularized by Path on the App, but I soon realized that I was wrong. The drawer menu is suitable for a single-page centered information architecture, that is, the App has only one central page, where users spend more than 80% of their time. Therefore, it is necessary to reduce the interference caused by navigation and leave more display space for the content center. On the other hand, the drawer navigation will definitely significantly reduce the visits to other pages outside the hub. After being stupid once, Chanyouji App 1.1 changed back to the traditional bottom tab layout. But I think the original intention of pulling the drawer was good, which was to simplify the information architecture and make the product look simpler, clearer and easier to understand. So I reduced the tabs at the bottom to 3: Read Travel Notes/Search Travel Notes/My Travel Notes. Usually, there will be 4-5 tabs at the bottom of the App, which seems to be a standard feature. But is the "Settings" function of Chanyouji often used? Not necessarily. Is the "News" page visited frequently? Not necessarily. For travel products that are browsed rather than recorded most of the time, does the "Add Content" button have to be placed in the center of the bottom bar? Not necessarily. Isn't it better to keep it simple? It’s been almost two months since App 1.1 was released, and I think it’s a good idea to simplify the navigation layout. It's not just the tabs. The function icons in the top bar should be avoided if possible. It is a self-indulgent mistake to cram icons everywhere. It feels like a waste to see empty spaces, as if all users are clumsy and want to poke at the icons as soon as they see them - the fact is probably just the opposite. The result of usability testing and feedback analysis on Chanyouji is that users are very reluctant to click on unfamiliar function icons unless they can accurately predict the results. Users’ attention is easily attracted to the content area and eye-catching text buttons, and they ignore the existence of the icon. Postscript: The above four points are trivial and insignificant. The consideration of these details does not affect the success or failure of the product at all. It is just a mental exercise and style display of the designer. What is really important are other more intangible things, such as values, information architecture, unique selling points, version rhythm, and how to make choices in dilemmas. Making travel products is a long-term battle, and there has never been a product that became a hit overnight. The really important things can be written after they have taken root. The only thing I can say now is that before designing, you should have a fairly specific and coherent image in your mind, and know what you want and what effect you want to achieve. If a product module from another company can achieve the purpose, it is fine to use it, but due to differences in style, architecture and imagery, there is often nothing left to copy and you have to design it from scratch. This is often called innovation. It has little to do with product vision, design strength, or the quality of ideas. It depends on how you look at the problem. Reading the comments on the article, some people mentioned that “Find Travel Notes” should be merged into “Read Travel Notes”. Let me add some details on the design ideas. Logically, this suggestion is correct. Looking for travel notes should be combined with reading travel notes. But there are two problems in practice: 1. Both the "Find Travel Notes" and "Read Travel Notes" pages use a top tab to separate content. The advantage is that it is clear and beautiful. The disadvantage is that it is difficult to insert icons on the left and right sides of this style of top tab, otherwise the advantages of clarity and beauty will be lost, and the content will not be scalable. Unless you put the tab one level below the top bar, it will still be ugly. I am very concerned about the aesthetics of the interface. 2. More importantly, according to my understanding, the weight of "Find travel notes by destination" is very high, which is completely equivalent to "Read selected travel notes updated daily". If such an important page is entered through the icon in the top bar, it would be too tortuous and hidden. Although the product logic is correct, the user scenario is incorrect. I have to give it a prominent and quickly accessible position - only the bottom tab can have this effect. Of course, product logic and user scenarios are not necessarily contradictory. It is impossible to have the best of both worlds now because the services currently provided by the App are so limited. As the App expands more services, this problem will be easy to solve, but services do not come easily and require time to accumulate. That should be a long time later. APP Top Promotion (www.opp2.com) is the top mobile application promotion platform in China, focusing on mobile application promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing App marketing dry goods . Welcome to follow the official WeChat public account : appganhuo This article is compiled and published by (APP Top Promotion). Reprinting this article must be approved by Top Promotion , and please attach the link to this article! |
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