From Foxmail to Foxmail's acquisition by Tencent, to QQmail and the now extremely popular WeChat, Zhang Xiaolong, as an extremely low-key product manager in the Internet circle, was gradually lifted off the veil, and even began to be adorned with a halo to be admired by insiders. Especially in a recent article on Zhihu with Caitou: What kind of person is Zhang Xiaolong of Tencent? It made Zhang Xiaolong almost become a legend...
The following is a piece of Zhang Xiaolong's experience sharing about products, and Cheng Lingfeng summed it up as Zhang's product mentality: saying that this is Zhang Xiaolong's product mentality. The "product manager's mentality" that Zhang said is actually the mentality of journalists: seeking knowledge, not tasks; refuting, not fighting for self-esteem. The "human nature of the product" that Zhang said is actually the human nature of news reporting: if you say I'm wrong, then you'd better prove yours is right. Zhang begins with "Everything I said is wrong", which is also a self-label of He Caitou and Keso. Occupations are different, and realms are the same.
The following is from the Internet:
A joke: Why does Apple's mobile phone only have one button?
-Martin: A button is easy to break - you know
- Xiaolong: The white background + button is the toilet → The main designer of the iPhone originally designed kitchen and bathroom products
- IOS's philosophy is worth thinking about
1. Why is simplicity beautiful?
- For example, in summer, girls wear less clothes (that is, they are beautiful), and the multitasking alt+tab of windows is very inhumane. - Any good function does not need any text to explain [we have a lot of details to reflect on, for example]
- If it is simplified, it can make it impossible for others to surpass (for example, the competition with Michao, etc.)
WeChat shakes Design
- Codename Lu Yi Lu
- The sound of the rifle (the first was Ding Lingsheng for girls, but later found this is better)
- The process animation changed from "Venus" to "Little Flower" (everyone likes Venus Art has challenges, so flowers, i.e. chrysanthemum)
- The process of shaking can be "plugged" (that is, changing the background image, many girls have found it)
- The experience here is the most primitive (sex), and the experience should make you very cool-
We are developing a "shake energy harvester" feature
2. PM is a person who stands by God's side - why girls are willing to use WeChat
- how many "hello" women will receive, they are not afraid of harassment
- Recommended book: "The Origin of Women" http ://book.douban.com/subject/2222424/
- God established simple rules to make the world evolve
- (let them) stay hungry, stay foolish
- Satisfy their greed, hatred and delusion (i.e. greed, jealousy, desire)
Insight into human nature is better than insight into management and product
One word to describe the product experience: cool. Two words: fun.
- What users see is different from what you see [Why do girls use WeChat, Xiaolong is shocked]
360 "Voice" can't compete with WeChat in the direction of saving money [thinking why? 】
Find the essence of users' psychological demands. Weibo: Showing off, afraid of loneliness, afraid of Liqun, guilty. . . How to resolve?
- A person with a strong heart cannot write Weibo http://blog.sina.com.cn/s/blog_4701280b0102dxmp.html (Han Han)
Ordinary people can't talk to themselves
3. The difference between Internet products and traditional tools
"Out of Control" http://book.douban.com/subject/5375620/ [Xiaolong said that every PDM on WeChat needs to be read once]The group IQ is lower than the individual IQ (the more on Weibo, the lower the IQ)
- A group is a whole life
- Crowd Responses Are Unpredictable: Experiment, Not Curate
- The simpler the product rules, the easier the group can spontaneously interact (shake the head experiment) - shake WeChat together in the conference room, everyone can be discovered
- Do the work that energizes the group, do the accelerator
- Let a butterfly cause a storm
Case : After the crowd enters, ask whether it is male
or female - Function is not equal to product - function is to meet needs, and positioning is to meet psychological demands
- Positioning is single, function is multiple
- Function is difficult to win, positioning can be
- Thinking: What is the difference between QQ and WeChat?
- Xiaolong: WeChat is not QQ → WeChat is not a chat tool → WeChat is not only a chat tool
- Thinking: What is the difference between Tencent Weibo and Sina Weibo?
- WeChat 3.5, start my "letter" life
- General upgrades treat users as experts
- Try not to expose technical indicators to users, for example, do not "download" [We have many details for reference, such as]
- WeChat has made a very twisted innovation, that is, you can cut GIF animations as transparent backgrounds
5. Design, not function - Design revolves around positioning, and function revolves around needs
- The goal of design is experience, the goal of function is kpi
- Product is an organic combination of function, experience and taste (Q, Micro)
- Product is a creative process. Are you completing KPIs, or are you creating?
6. The human nature of the product - Having bugs is also a manifestation of human nature-Jobs: A product is a combination of technology and art
- Allow human flaws, don't robotize them. (WeChat does not do "read")
- Humanized user communication. (The last digit of the WeChat notification email, sign a real product manager) [We can learn from the official blog and official email] [Internet company's 'user feedback']
- Products are the medium through which we communicate with users. (find like) Natural principles. (Look at the difference between iOS and windows)
- The dialectics of the low-end Tencent users: we are not young people, why should we make products for young people
7. Only do one thing - A product has only one positioning - a positioning has only one mainline function
- A function does only one thing
- Don't list all the functions on the main interface.
- Review: How many features are there on Weibo? WeChat ( Xiaolong assured Tony that there will be no more than four main TABs within two years )
Case: Two rows of buttons are very bad, and users need to think
8. How to focus? - If the core function has no vitality, adding more auxiliary functions will not help .
- Does the new feature really help increase user engagement? Ask yourself this before you do it (what will happen if you don't?)
- Will new features disrupt product architecture? (Filter) [After WeChat 5.0, the filter will be canceled, thinking about why]
- Each additional feature brings long-term product maintenance costs.
9. How to get user psychology? - To study the psychology of users is to study the self. - Make yourself comfortable
- A fool's mentality to experience the product (Jobs can become a fool immediately, pony can be 1 minute, Xiaolong claims 5-10 minutes)
- Logical reasoning, not as good as CE users, perceive trends; data may not be correct, and CE may not be useful
- Habit determines consciousness. Use good products. [Pay more attention in life]
-1000, 100, 10 per week, long-term adherence (read 1000 posts or Weibo, 100 blogs per week, do 10 CEs) [ Persistence ] - Empathy: Transplanting the hearty experience into the product (mj)
Case: "My Attachments" on the left and bottom right of the QQ mailbox, this product idea is wrong [Classic Case]
10. Be a product everyone wants to use - Users are lazy: design for lazy people (reader, twt, love to read, 20 toilet reading)
- Users don't make me think
- Let the general public use it
- Saving money is worse than spending money on fashion
- Find the psychological driving force behind the function [principles of functional design]
11. Fragmented products - "The web is dead", here comes the app
- Every star is an app
- Leave after use, give users freedom
- Plug-ins, not integration [think about why WeChat Moments, Shake, etc. are all plug-ins that can be turned off and on]
12. Habits to avoid - Pull from the beginning of the product - get through, integrate
- Learn from competitors (don't take following as a strategy, don't care about the gains and losses of one city and one place) [Personal understanding is not to directly learn from domestic competitors, but to learn more foreign similar products, such as QQmail highly learned Gmail 1.0, The iPad version also highly learns Gmail iPad]
- Act as planned (Xiaolong doesn't know what features will be available in the next version of WeChat)
- Pay attention to registered users (Email active is defined as logging in three times within a month and sending an email)
- Give what the user wants
- ridicule others for plagiarism. It's just to find a reason to be at ease with your mediocrity
- Valuing the opinions of critics
- Define complex logic and form (clear, keep changes) [Make the most basic experience first, keep it as simple as possible]
Case: The current direction of the web version of the Drift Bottle is wrong - things are getting more and more complicated and become a strong operation Products , this is not the best method, and the underlying rules should be sorted out more and more clearly and simply. 【Classic case】
13. The beauty of products - Products are buildings that flow
- The system is formed by connecting independent subsystems. A function is not simply superimposed, but affects the entire system.
- You can have no documentation, but have a structure in mind
- Hide technical details
- If you can't do it gracefully, give up
- Your taste determines the product's taste
14.PM's mentality - Seek knowledge, not assignments. - Arguing, not fighting for self-esteem
- You can be paranoid, provided you are visionary
- Always doubt your own paranoia, because it could be wrong
- Experimenter's Mentality
- Design for the environment two years from now
- Wrong can be proven right (splash screen)
- Opportunities are on the way
15. Weibo Case - Who are the key users? Ordinary people - core needs? self-presence
- Core stickiness? Friends Circle
- How many friends do you have? Three or five friends
- How to spread word of mouth? product fashion
- How to scroll? Word of mouth brought by fashion, and systematic recommendation
- How to facilitate interaction? mobile phone, share life
- Key user groups? Industry elite
- Are you cool?
The above is transferred from buzzlion [with my own modifications]