In the creation of super products, there are often some user-friendly designs that are deeply loved by users. Some small details can be noticed by the company, but they are always ignored. In many cases, as long as the company can pay attention to every detail of the product, To improve user experience and make products exceed user expectations, you can create your own super products. This article will tell you how to build super products through business cases, let us take a look.
How to make the product make some small details while maintaining the usability and ease of use, so that the product looks more attractive to users?
The essence of a super product's ability to retain users comes from the product's own functions and content quality. However, a small detail can effectively increase user stickiness and become the last line of defense for the product to prevent the loss of users.
Tencent's animation products, its product experience, is user-centric, from the initial gender switch to the transitional switch of animation effects. According to the gender change, the content recommended on the homepage is also changed.
Gender con is transformed in a dynamic way, making dynamic more eye-catching than static and increasing the user's visual attention. Therefore, it has more visual impact when switching, and makes the transition time difference interesting expression.
From this product, we can find that the core function of the product determines the attributes and tone of the product.
According to product positioning, different content is recommended for users of different genders, so that users can find corresponding demand modules, and provide different user experiences for different users, increase user stickiness and use product time, and strengthen to a certain extent The recognition of the product in the minds of users. It is a big secret for companies to create super products.
Not only that, in the process of creating super products, giving users a certain degree of freedom can also effectively improve user experience. NetEase Cloud Music believes that everyone is no stranger to it. Users can turn on the heartbeat mode in the music module I like, and the system will change the playback order to heartbeat mode according to the song that the user recently added, so as to randomly match the same type of song as the next song Play back and forth according to this method.
The purpose of this is to allow users to find songs that suit their wishes in the huge music library, which can effectively reduce users’ resistance to the system recommended playlist, so that users can listen to their favorite songs and find more favorites. Songs fully cater to the needs of users, and give them a certain degree of freedom to choose song types, effectively improving user experience.
Seeing this, the product manager may think, can we build super products by focusing on users and giving users a certain amount of freedom?
The answer is no, super products do not mean absolute indulgence of users, but also appropriate reminders to reduce the probability of user errors.
Take Alipay’s product as an example, the digital transfer reminder in the chat box effectively reduces the probability of error. When Alipay enters a pure digital message in the user’s friend dialog text box, the text box will display a transfer prompt and disappear after 5 seconds. It will affect the content of the user's dialogue, and will not affect the use of the product while reminding the user.
Even the new feature of WeChat, "Take a photo", also serves as a reminder to users. Double-click the other person’s portrait in the WeChat friend chat box, and the other person’s portrait will shake and take a photo as a text reminder, in order to make the product features interesting , Users can also set up a shoot through personal information, various brain holes and routine text, so that the new features become popular.
In fact, WeChat’s take a picture function appeared when we were playing QQ. Is the jitter window function very familiar? The difference between the two is the difference between shaking and pat, the purpose is to remind the other party to reply to the message.
Moreover, the function of taking a picture can make up for the lack of non-verbal language to a certain extent, and it is more like an emotional emotional interaction. By taking a picture to attract the attention of the other party, the product becomes humanized and gives users a better experience. Improve the connection between users and users. Greatly improve the frequency and stickiness of users to use the product.
Do you think this is enough? When the product is good enough, appropriate "welfare" can effectively promote user conversion.
Meituan’s check-in function is suspended in the lower right corner of the product homepage in the form of a dynamic icon. As the page slides up and down, the semi-transparent form of the slightly exposed corner is suspended on the right side, and it will not affect other content of the product. Click on the sign-in picture to enter the sign-in page. A successful sign-in means that the user can get a coupon, and inform that consecutive sign-in will get more benefits, and highlight the expiration time of the coupon.
The purpose of this design is to attract users' attention, guide users to operate, and make benefits prominent but not obtrusive. Converting untargeted users into paying users, increasing users’ desire to click, coupled with the short expiration time of coupons, brings a sense of urgency to users, implying that they buy as soon as possible, reducing the time for users to make decisions, and achieving the purpose of promotion .
Through the above cases, we will find that the thinking interface of any product may make users give up the idea of using the product. Therefore, do not let users have the opportunity to think.
If you want to build a super product, you must be user-centric, let users have choices, remind them when appropriate, increase the connection between users and enterprises and between users and users, pay attention to every detail, and improve from the details. User experience allows products to bring users beyond expectations, and to a certain extent can increase user stickiness, thus creating super products.