Adding a consumption scenario may not be to meet a new demand, but to meet the same old demand, covering the preferences of different users and the preferences of the same user in different periods.
Why do single and double columns of short videos coexist? This user is used to single-column, that user is used to double-column... If you are tired of brushing double-column, just brush single-column...
In the algorithm era, this will be more vividly reflected: the user's double-column data will increase, and he will be given more double-columns; the single-column data will increase, and the single-column will be guided more...
20 Product Considerations
Figure: Kuaishou single-column (left) and dual-column (right) coexist
02
[Product Manager] is not a professional title. Feng Xiaogang once criticized the prevalence of traffic movies: why there are such garbage movies in China must be because there are such garbage audiences. Without the support of these audiences, investors will not invest money.
- A good director is also a good product manager.
03
Paying with WeChat offline country email list always feels faster than paying with Alipay, but WeChat payment is one step more than Alipay payment.
20 Product Considerations
Figure: Alipay scan code and payment are exposed on the homepage, WeChat is hidden in "+"
The difference in perception is mainly due to the time spent searching + waiting for the software to start. WeChat is basically in the background mode during payment, even if it is started, it is started in seconds, and it is still placed in the most conspicuous and accessible position on the mobile phone desktop; but when paying However, Alipay always has to be activated, and the activation time is longer, and the position on the mobile phone is not dominated by WeChat.
Because WeChat is too rigid and too high-frequency, mobile phone manufacturers are willing to take the initiative to pre-install WeChat, and are willing to optimize the startup of WeChat. Users will also put WeChat at their fingertips or in a state of being available at any time.
For an application that just needs high frequency, the resources will be more inclined, and the advantage will be more concentrated.
04
From today's point of view, the success of WeChat payment is inevitable, because it is convenient and efficient; however, going back to the past, users will think, why use WeChat payment with Alipay? WeChat is for communication, social networking, and reading articles. Is it necessary to launch WeChat payment?
So don't rush to deny it - why do you use a video number with Douyin Kuaishou? The true fragrance law has not happened once or twice on WeChat.
05
Video account entry iteration - aesthetic disaster
20 Product Considerations
Figure: Before iteration (left), after (right)
I can't believe this is from WeChat, what about "good products are beautiful"?
06
Don't look at the "attracting customers" at the entrance of the video account becoming more and more "beautiful", in fact, the foundation may be more and more empty. The main reason for the change of the video account entrance is that the product value is not strong, and the user's mind is unstable, so more non-value reasons are needed to cold start.
Take a look at the entrance to the circle of friends that has never changed...
07
I don't understand: Why are the video numbers [Follow] and [Recommend] changed to immersive, and [Friends liked] is still non-immersive?
20 Product Considerations
Picture: following (left), recommending (middle), liked by friends (right)
The difference between immersive and non-immersive is the consumption experience, so if the revision is based on the perspective of content consumption or content discovery/screening, then [recommended] and [friends liked] should be the same, both of which are It is partial to content discovery/screening, while [Follow] is partial to content consumption.
08
I don't have any new expectations for WeChat. Really, can the iteration on the PC side be faster?
09
The company pushes its own payment business to let users bind/pay with bank cards, but users still use WeChat and Alipay to pay, what should I do at this time? The subsidy is preferential, but the subsidy is too small or the subsidy disappears, and the user continues to use WeChat and Alipay. What should I do at this time?
The answer of Meituan Takeaway: Users are not allowed to choose a payment method. Once the card is bound, the order will be paid directly with the bank card.
20 Product Considerations
Figure: Meituan Takeaway's [Extremely Fast Payment]
It not only allows users to use bank cards to pay to achieve business goals, but also allows users to omit the link of choosing a payment method, which is more convenient and has the best of both worlds.
But will users feel the experience is better? Now the payment is very convenient and fast, it is not bad to choose the payment step, but if there is no choice, or the choice is not what you expect, it will be very uncomfortable.
Does what the user think matters here? Maybe important, but kpi is more important. Yes, here I am complaining about the practice of Meituan takeout, and I am still unhappy after using it many times.
10
Talking is all about respecting users; doing is all data-oriented - in the end, it is the butt that decides the head.
11
Products can’t just focus on productized solutions. Pan and Jin Yechen mentioned in their chat about changes in Douyin content that Douyin is very good at improving strategic goals through content adjustment. For example, if game companies encounter some challenges in the launch of Douyin, Douyin may promote more game-related content.
For example, Douyin is now vigorously promoting video content such as [XX Movies], in order to bring a large number of users who pay attention to film and television dramas to Douyin, or to enrich the user portraits in this area, and these users will become distributors of film and television content. With the goal, the stars can do publicity, and they will bring their own publicity resources, and Douyin can cut the comprehensive film and television announcements that originally belonged to Weibo.
Many problems cannot be solved efficiently at the product level or in a more structured way. So always keep [solutions] in mind, not [APPs] and [functions].
12
A good product will not let go of any details, in fact, operational activities are also.
20 Product Considerations
Picture: The picture comes from the Internet, because I forgot to take it
The gifts sent by Haidilao promotion are very cheap, but they have a sense of design, which is surprising. Regardless of product or operation, don't let go of every contact/interaction between users and you.
13
In the seventh season of "Wonderful Flowers", there was a beautiful contestant named Su Meiyue who was eliminated. Seeing all the praise/pity in the barrage, the tags are all beautiful, gentle, highly educated, and even have a certain debating ability, and the comment area is also swiping to vote to resurrect her.
Once again, it proves that there is an advantage to being good-looking, even in a show with a relatively high density of knowledge and values like "Qi Hua Shuo", because the audience is still the same audience.