Lei feng's network (search for "Lei feng's network" public attention) by writer Shirasaki, Baidu products Operations Division.
In this day and age, when the user is no longer concerned about when discussing your product, be careful, users are already used to eat and sleep in general product integration within your life, still out of your heart.
Alipay this billion-level volume of national products, each updated version will cause an uproar, although the surprise lets PayPal PR how much joy the sadness, but many still lack of attention startups, even has become a giant but haven't discussed old would envy.
Since its Alipay 9.0 revision has been iterative 9 minor versions. 9.0 when the biggest changes is that "business" and "friend" two modules to the levels Tab in advance entrances, in particular "friend" modules and micro-letters look so alike, attracted all the arguments, was interpreted by many media PayPal to do social. PayPal does not do social networking, but it has to solve the problem of low frequency.
Shirasaki after this update the first time to experience the new features, this version of version 9.0 of the change as much as a year ago, for a product update to, default Home version of the changes could be included in the plan, this is not so much version 9.9, than can be understood as the PayPal version 10.0, framework layer adjustments again.
| Alipay 9.9 updates behind the imagery and imagery
Experience as a practitioner of any celebrity's new products or delete features, there is a logic behind concept and product support. I called it the "appearances" and "heart", respectively, and product managers trying to convey that the user sees. Alipay version 9.9 we updated several functions, under the interpretation of what are imagery and imagery.
1.1 main features folding
Without the layering stack feature, is a failed product manager-typical characteristics. Paid treasure is can became national application, is because it put "connection and money about of all service" this a strategy do has extreme, from first service Yu Taobao of third party guarantees paid, to a without entered bank card, of electronic wallet, again to filling calls, and credit card repayment, and buy movie votes, and life payment, and city service, and financial, and levy letter, throughout all can cover of life consumption and financial scene. All faces, many long tail needs such as water and electricity fee, Guangzhou metro card and many other vertical requirements in the field of rich usage scenarios, only today's PayPal.
PayPal in the past, large and small, use these scenarios has the form n squares in the first screen in the order, looked very crowded, scene features each user can use that is actually about seven or eight.
Shirasaki themselves, for example, common features include: payments, transfers, credit card payments, mobile recharge, lives on the payment, bank remittance, balance, the ants to get treasure seekers, Ant flower, sesame seeds and credit.
After this update, the first screen in addition to a sweep, sweep, card payment voucher and Shoop Shoop paid four commonly used outside the entrance of the property, retaining only the 7 default recommended common modules, all folded up, and users can customize settings you need 7 modules are displayed by default. Paul Frank iPad Air 2 Case
For volume products like PayPal, one of the rare "subtraction" product design. Why so many well-known products make it to the end will inevitably grow more severe and more difficult to use? Including QQ, Twitter and posted it, fate seems to be big companies products. This product is often the company has all the resources to build out carrier, considered grown up company based on business development will want this carrier to blood transfusions to other boats to drive more business into aircraft carriers, carrier formed clusters. So as in the previous version, all products and services of the Department are hoping to use Alipay Ponti generally amount to their diversion, and both hopes Home occupies a prominent entrance, this is the cause of Alipay is bloated. In the new version, product manager for PayPal finally decided to do a subtraction, it is the power of restraint.
1.2 first cards of the feed stream
Home after the original fold up function modules, the rest of the space-how to use it?
Structural change is the addition of a product Home Center from the commonly used functions module entry into the service information display, and use the card feed flow of interactive form. Now seeing monthly bills, delivery info, Sesame-updating, balances the treasure income and so on, will there be other surprises in the future, it is worth waiting.
After you started using a new version, already have an experience than I expected:
Yesterday from offline friends sent me a Shun Feng Express, PayPal read into the data sent me a push after push, has prompted me to have a courier delivery, and you can view the status of and progress.
Shirasaki, the future will be more services such as delivery access PayPal, this is the service data connections. Home feed content as a service to show the place, as well as a real-time demand to show by the user service entrance; these are all friends before secondary entrances under the tab "service window" to complete, now advance to the Home. Of course retained its service window, they do not clash.
1.3 life ring position adjustment
Life has been ridicule as friends again, but unfortunately PayPal's life has not completed a cold boot, even after adding a lot of friends, appearing in Dynamics in my timeline are few. Life on the line is in the secondary entrance page, when a module is not yet complete cold start but hidden in very deep places, users will naturally very low, not to mention what the user was unclear in PayPal news.
So 9.9 website, original life ring is adjusted dynamically to the Home of the feed stream under the published entry is placed in the Home a conspicuous entrance. Alipay wants the user to complete the action is "my life", but in the end share what? Obviously the user does not need to be the same content in micro-circle of friends and then sync again to pay life. PayPal product managers need to think further, what kind of content is appropriate here? How to and differentiated from friends?
Social relationships links and content are mutually reinforcing relationship, once you have the content can be seen here users will be willing to build relationships and interactions, and when friends comment on-Chan-interactive user Sun self published feelings of power. A cold boot, sometimes so hard that first roll does not roll up naturally is not. Now set five activity earlier this year and widespread ridicule, Alipay has worked very hard on friends is complete the connecting link.
1.4 Add intelligent voice Assistant
Domestic entered territories and search territories now are has a consensus: future of information retrieved way and entered way will will to more has efficiency of form provides to user, regardless of is sogou input also is phone Baidu, are already online has voice entered of function; especially phone Baidu will voice put in APP most Center Tab of gold location, encourages user with voice of way to entered retrieved Word. This is mobile scenarios of future trends, PayPal are certainly not to be missed, so in version 9.9, PayPal Home top new intelligent voice Assistant features to solve the information into the interactive innovation.
The concept of artificial intelligence companies, technology research and development company also has done a lot, such as Alipay has a real-world application of user-oriented scenario but not much. Microsoft's small ice since the Twitter fire after a while disappeared, the problem is that his is not a user-oriented scenarios. Aliyun provides the underlying speech recognition support Alipay connected users usage scenarios, this is the final landing shape of artificial intelligence. Instead of letting users put a voice Assistant, rather than think about how using artificial intelligence to upgrade existing service experience.
1.5 the rich profile information
For products connected friends, personal home page is to make users aware of their product's role in an important way, especially after you have your life.
| When revision, what?
I like the song in the lyrics "at that time was to get younger."
Revision, many product manager was doing my favorite thing to do, because revision means there are more opportunities to put their ideas into, especially user-level product, product manager for content alone is not a good product manager. Some product redesign, because the product manager is a Libra, like tangled tangled, either because of the company's business structure or personnel changes product direction, and some also meet the needs of industry trends. To the user, each revision means that users need to take the time to build new awareness and usage.
Trust PayPal's product managers know that, but this time, why big website?
Shirasaki in studying Alipay summary before such a conclusion: users do not open PayPal every day, but every time you open with a transaction, with a very clear purpose. This is the most essential difference it with other products, this is a typical tool properties.
The Ant King suit now valued at up to 60 billion dollars, as carriers of Alipay can contribute to the valuation of more than 60%. PayPal activity is bound to the Ant King suits are highly concerned, so needs to be done from the tool migrate for a property service platform to expand usage scenarios, increasing user activity.
Why are you doing this revision, Shirasaki has been stressing that point: PayPal is not to make the same as micro-social tools, inherent cognitive habits of users in the mobile Internet has entered the mature stage today is hard to change, the user will not chat in the PayPal, as you will not see the man took out his wallet to say hi. But PayPal needs to address the pain points of low frequency, this is a one-year process of trial and PayPal team improved, the core issues to be addressed.
The pain points of low frequency, breaking down is two things:
DAU/MAU
Used to be open only when the users need to pay PayPal, can let users are used to open every day after PayPal, open and found more services to create a new transaction behavior?
PayPal in the past is through the ability to enrich the tools properties allows the user to open the scene, such as support for Guangzhou metro card, which stayed firmly tied Guangzhou user; for example support for part payment of school fees, campus card recharge, that student users to tie him up. Now platform by connecting with a user, a third party service with the user, user, and the three main relationships to promote active, from tools to service platform migrations. From the strategic dimension, PayPal has been doing is without a doubt "connecting service" about it.
Length of stay
Shirasaki mentioned such a view: Mobile Internet product competition is not competition between similar products, it is competitive for all the products. Why like this? Because everyone is competing for users ' attention and time, for users, the time of day is fixed, brushed micro time, benefiting less time using other low-frequency products, and even forgotten. Remember Zhang Xiaolong was "proud" to the media show: users spend too much time in the app, we are worried, they want the user go out.
For tool properties of products, especially functional requirements to meet, and user has a clear purpose and process needs met after leaving, namely Zhang Xiaolong said the run out and go. However, the tools property defects, users run out and go, produce more products and user connections, use of low viscous, several alternative tools product was derived. Paul Frank iPad Air 2 Case
So PayPal connecting service to do this thing, you have to solve the problem of length of stay; fade tool properties, establish a platform for connected services. With this updated version 9.9, feed flow and life to migrate revision of these two features.
Feed products in which the flow is more common? Some call it social, such as Sina weibo; in fact inaccurate, today's headlines feed stream. Feed flow is a form of content, as a container for content aggregation provides continually updated content to users, and is content to attract users open and immersed in a powerful weapon.
After the first allows the user to open PayPal there are content to see, what is it? Information related to such individuals as express strong reminder balance treasure gains, activity information, trends, and more. Current content is still relatively weak, also related to the strong need to add more users personalized content into the Home feed streams, to get the aggregate container. Of course, if you want users to PayPal news is dead, can not.
So, after reading this article, you also think that PayPal is doing social products? It is not. Everyone knows can't be in on their social skills instead of app, PayPal will also do it, establishing social relationships are just way to solve the pain points. In this world, there are still many people much more clearly than we see, don't let ignorance and arrogance blinds our eyes. No matter what was called, as long as it is the product of good things are worth doing.
Yes, seeing it was recalled Home black skin has now turned blue before, I was the phrase: Who TM care.
Lei Feng network Note: author Shirasaki, app public: baiqinote, operations responsible for excessive DAU tens of products, good user operations, community operations module. Enjoy fresh APP, app share the product dry goods operation of practical articles, occasionally pulling bullshit. This article released by everyone is a product manager in Lei feng's network, please contact the authorized and keep the source and author, no deletion of content.
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