【51CTO Network+】How to make a product that attracts users to call

According to relevant surveys, the average number of mobile users worldwide who install about 95 apps per person is about 35 apps per day. This shows that users have a lot of choices when faced with numerous mobile apps. If the user experience is affected by poor interaction design, an app is likely to be uninstalled.

In order to give the APP extraordinary visual effects and experience, many developers often add different interactive elements during the client development process. However, are too many interactions and gorgeous visual effects really needed in the eyes of users?

On the afternoon of March 26, more than 120 mobile developers crowded into the 10th offline open class of [51CTO Net+], and had on-site exchanges with three senior client interaction experts, Zhang Haiying, product director of Sunflower, Xu Guangyun, former co-founder of Lagou.com, and Zou Gang, CPO of Naga, to discuss how to achieve the best APP interaction.

The invisible road makes the design disappear

The first speaker, Zhang Haiying, the product manager of Sunflower, first shared with everyone how an interactive APP was created.

Learn to listen and let go of yourself

Sometimes we originally wanted to simplify the operation and bring better interaction effects to users, but we were scolded by users instead. Therefore, Zhang Haiying said that in the process of making products, R&D personnel should first learn to put themselves aside and listen to the voice of users. But it should be noted that sometimes users may just express what they want to express, but not what they want. Product managers still need to understand the actual needs of users at the bottom and make their own judgments.

In addition, it is even more important to learn to listen to the voice of the team. We often see situations where product and R&D quarrel with each other. Team members need to communicate fully, and you will know why R&D says this function cannot be done; and why product says this function must be added. Suggestions from the team are very important, and the contribution of a positive R&D to the team can be imagined. Therefore, when persuasion and communication are useless, in order to protect the enthusiasm of R&D personnel, sometimes it is better to make some appropriate compromises.

Do subtraction and try to use single-line interaction

Zhang Haiying shared a piece of news she had just seen, which said that the organizer of a marathon race put a small piece of soap in the essentials for the runners, considering that the runners needed to take a shower immediately after the race. Unfortunately, many hungry runners could not wait and mistook the soap for bread, and nearly half of the runners were sent to the hospital for emergency treatment.

This is obviously the product manager overthinking. What this short story wants to express is that when making a product, the logic of the requirements should not be too complicated, and the branches should be reduced as much as possible at a node, so as not to let users think too much.

If there happens to be a person with severe mysophobia in your team, you can make full use of his "advantage" to make levels: you should know how important it is to have concise code, clear logic and a low bug rate design.

Jump out: look at the problem from a different dimension

Interaction design is not a simple subject, especially when making design decisions, it is very distressing. If you judge the pros and cons of product design purely from the perspective of user experience, this is just an idealized state. The real state is the result of a product design, which is affected by many factors such as user expectations, market strategies, business demands, technical bottlenecks, etc.

Product managers should learn to look at problems from a different dimension, understand such undesirable or imperfect conditions, and find balance and breakthroughs from such imperfect conditions.

My product view: Focus on 80% of user needs

The second speaker was Xu Guangyun, the former co-founder of Lagou.com. In his eyes, a product manager is someone standing next to God and a CEO without power. These two sentences actually express Xu Guangyun’s product view, which is that products carry the company’s commercial value.

However, in the face of various user feedback, what functions should be added first? In Xu Guangyun's view, the product functions are actually only to solve the needs of 80% of users. The needs of the remaining 20% ​​of users do not reflect the core of the product, nor are they needed by most users. It will only reduce the output efficiency and make the user experience very bad. Therefore, the remaining 20% ​​of users can complain if they want.

So, what kind of product might 80% of users need?

Very shallow entrance

1. Interaction : If you have to click about three times before you know that the product is good, then this product is doomed to fail. In the current circle of friends, it only takes 2 to 3 seconds for everyone to decide whether to like a message. In this case, if the interaction is too deep and users need to find the highlights of the product themselves, then this is not a good product.

2. Copywriting : In Xu Guangyun's eyes, there are three types of copywriting that must be changed: those that are difficult to understand, those that require some thought, and those that can be expressed in three or six words . If three words can still make his heart move, this kind of minimalism, clear at a glance, and can also make the user's emotions change a little, is a good copywriting in Xu Guangyun's eyes. Products are also a kind of copywriting in a broad sense, so they also meet the standards of copywriting. A very important rule is that all "optional" must be removed.

Minimalist user function expression and product style

How to judge a good product? That is, users do not know what the product does, but it solves their own problems. In order to make users see the core value points as soon as they open the product, product managers must inject "minimalism" thinking into their blood.

With the development of the Internet and the maturity of users, the quality of products is particularly important today. Especially with the rise of mobile terminals, word-of-mouth transmission of users is very rapid, so you must constantly show off your quality. Your product is different from others, which does not mean it has quality, but having quality means that your product must be different from others.

In addition, how to spread the word among new users is something that needs to be considered from the very beginning when making a product. The functions of the product should be considered when promoting it, and some operational features should be added to the product. For products that have the ability to operate themselves, this advantage must not be wasted, and comprehensive online and offline communication should be combined based on user needs.

Optimize APP user experience in a targeted manner

The last speaker was Zou Gang, CPO of Naga. He talked about the importance of finding the direct factors that lead to poor user experience when optimizing an app, and showed everyone the most critical reasons and their proportions for an app that was uninstalled.

• 71%: Interruptive notifications
• 48%: Crashes and crashes
• 23%: Security and Privacy

The sharing of the three teachers has brought a lot to the students on the scene, and they all hope to seize this rare opportunity to communicate directly with experts. Focusing on the topic of how to give the APP the best visual effects and experience while reducing the user's learning cost, the students have raised their questions and confusions to the experts.

【 51CTO Network+ 】 Offline public courses are held once a month for ten consecutive sessions, which have been supported and loved by users. In the coming year, we will continue to focus on the actual needs of mobile developers and provide a platform for communication and learning for mobile developers.