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Alipay WeChat has entered the game one after another, and why the App respects the user's right to choose has become a new trend

2022-09-16 06:57:37


Over the past decade, with the explosion of information and services, there have also been experiences that bother users, such as harassing ads, unsafe personal information, opaque permissions, obscured right to know...


In the early days of the Internet, the ecology was not perfect, and at that time we were "what is the use of anything".So far, all kinds of apps, solutions have emerged in an endless stream, and anything you can think of has several apps corresponding to it.But the problem is that everyone seems to have forgotten their "original intention", not to "solve the needs of users", but more to use a variety of advertisements, pop-up windows to harass users, but also difficult to close, there is no choice.Some time ago, everyone was a product manager and hundreds of Internet App product managers launched an initiative, people-oriented, giving users the right to choose, and paying attention to the user's experience as an individual.Giving users the right to choose should be the starting point for product design.

Apps have fully penetrated our lives.

In 2007, Jobs released the original iPhone, setting off a smartphone revolution.Immediately after that, the rise of Android phones, iOS, Android two worlds.

第二年,苹果对外发布了针对 iPhone 的应用开发包(SDK),以便第三方应用开发人员开发针对 iPhone 及 Touch 的应用软件;并在同年推出 App Store。这一年被视为移动互联网世代降临的节点。

App 应用这一新颖的形式,正式登上舞台。

2010 年,苹果发布划时代产品 iPad 和 iPhone 4 后,App 逐渐成为网民获得服务的主要方式。知名科技杂志《Wired》甚至为此撰写了专题文章,高呼「 Web 已死,互联网永生」,认为 App 将彻底改变互联网的形态,甚至是人们生活的方式。

Web 当然没死,但 App 却正式成为人们生活中不可或缺的部分。

2013 年,移动互联网正式在国内兴起后,App 在人们生活中的重要性日益突出,消费购物、阅读、听歌看电影等等,手机 App 几乎可以解决人们的一切需求。

不过与《Wired》预言有些出入的是:以 App 为代表的移动互联网世代,同样有着B面。

在过去的十年里,随着信息和服务的爆发,也出现了让用户困扰的体验,比如骚扰广告、不安全的个人信息、不透明的权限、被遮蔽的知情权……用户选择权被大大限制;遍数社媒平台,对 App 的吐槽与抱怨不绝于耳。

As a result, a hundred product managers recently jointly proposed that the App return the user's choice to the user's Weibo hot search appeared.Apps have gone from being tools that make life easy for people to being bundledThe commercial chips of KPI have deviated from the original intention of the product.

但事实上,尊重用户选择权与 App 的商业诉求并非水火不容,实则可以通过完善产品设计实现共赢。

In this regard, this article will analyze the changes in app user choices over the years based on the following questions, as well as future trends.

  1. 为什么说 App 把选择权还给用户势在必行?
  2. 选择权到底是什么?对行业与用户来说意味着什么?
  3. How should the user choice of an app be implemented?

一、App需要「敬畏」之心

App,进入了下半场。

最直接的证据是:App 已经基本完成了对 PC 端网民的转化。

According to the 50th Statistical Report on the Development of China's Internet Network released by CNNIC, as of June 2022, the number of Internet users in China is 1.051 billion, and the Internet penetration rate is 74.4%.Among them, the proportion of netizens using mobile phones to access the Internet reached 99.6%.

各类 App 的用户数量飙增带来了更多元的用户诉求。如微信、支付宝,初始用户数量与现在的 10 亿级相比面对的用户需求复杂度显然大不一样。

The era of app racing and barbaric growth has officially passed.

Some products that damage the user experience for pure commercialization are increasingly disgusting to users, and the promotion of their own rights has also popularized a wide range of social understanding.

In the early years, the App environment was relatively single, and there was even a "poison" in the PC era - like some apps on the Android system, when installed, they would secretly bundle and download other software with uneven qualities, which was overwhelming; In-app advertising is also a headache, the "close" button is small and small, the user thinks that the accuracy is reached, but in fact, the trigger advertising jumps, the experience is extremely poor.

为此,近年国家主管部门不断强调对用户隐私、知情权、选择权等方面的要求,推动平台主动规范 App 服务的合规性。

In March this year, the Ministry of Industry and Information Technology issued a requirement that for some information and information, online communities, etc., users are required to download apps to view the full text when browsing the web, and they cannot read comments without using the App, and users must not be required to not read the app without downloading it, or not to let them read the full text.

(Ministry of Industry and Information Technology: users must not be required not to download the app without reading the full text)

From a business point of view, when the Internet traffic dividend is exhausted, every user becomes crucial, and returning the choice to the user is the market demand that the App has to face.

After all, the number of users is limited.

CNNIC data shows that in 2018, China's app stock reached the highest value of 4.52 million, and then began to compete, optimize, and reorganize, and by the end of 2021, the number of apps monitored in China's domestic market was 2.52 million, almost waist-cutting.

In this context, it is necessary to pay attention to the deep-seated needs of existing users, deepen user-centered value mining, and gradually supplement the support for various user rights and interests of Internet hardware and App service providers.

At present, Android and iOS mobile phones are more transparent in user permissions, and many apps also provide users with options in functional design.

对于各家互联网服务平台来说,过去基于移动互联网发展带来的高效的商业模式奠定了自身的竞争优势,而

特别是在今年,这已经成为新的趋势。

今年 1 月,支付宝上线“管理栏目”功能,用户可以通过首页栏目上方的选择按钮管理自己的服务推荐卡片,对于不感兴趣的服务可以选择不展示,也可以添加自己需要的卡片到首页——用户有了更多关闭和自定义服务的权限。

5 月,微信上线服务号消息“一键免打扰”功能,用户在任一服务号内设置“消息免打扰”后,关注的所有服务号消息提醒都会被一键关闭,并以小红点的形式展示在消息列表。若需开启某个服务号的提醒,则需要找到该服务号,单独为其关闭“消息免打扰”——用户有了更多拒绝被打扰的权限。

The same is true of foreign giants.

8 月 1 日,Meta 更新 v43 版 Oculus 系统,支持单独的 Meta Accounts 账号登录,而不再强制绑定 Facebook 账号才可使用——这是曾备受用户诟病的世界互联网巨头在“用户选择权”上的改进。

事实上,对“用户选择权”更进一步的尊重和落实,并不是一蹴而就、突然到来的,而是得益于监管要求、用户诉求、平台尽责三个层面的共同推动。

2. User Choice. WHO defines it?

对“用户选择权”的定义,近年来在监管、用户、商业平台的共同推动中发生了的衍变和延展。

The original definition of a violation of“User choice” stems from some of the negative experience scenarios in which the user feels most strongly. For example, frequent advertising on social App platforms and privacy breaches on e-commerce apps, the most direct example is the right to“Choose” services-such as online travel apps, after the user purchases the air ticket, the train ticket, the compulsory check-off insurance and so on the related product bundling sale to the user.

The other is user equity.

“Everyone is a product manager,” series author Su Jie introduced, like e-commerce platform common marketing means in the return of consumption, consumption to send 100 yuan phone charges, in the event page small text description, actually 20100-5 yuan top-up coupons; fission marketing, participate in activities to win 100 yuan cash, after completing all kinds of action after the actual card in the 99 yuan after the infinite decimal point, users seem to have the right to choose to refuse, in fact, or guided by the weak side.

随着这些负面体验带来的用户打扰与相关的诈骗等损失用户权益的事件越来越多,引发了监管部门的介入。

但随着 App 服务场景越来越丰富和复杂化,完善对消费者自主选择权的定义和机制,

First, the basic right of the "right of choice" has been clarified.

Such as:

  • Users can accept a service can not accept, the same service can accept this can also accept other home;
  • The premise of the provision of the service is that the user is aware;
  • The user shall independently decide on the right that personal information may be "selectively provided";
  • The user can explicitly refuse the forced association of a service, and may refuse authorization when not using the service;
  • 用户需要自主选择对服务的关闭,如关闭算法推荐或使用个人信息的算法推荐等等。

无论是《个人信息保护法》下的消费者的选择权,还是算法规定中的算法选择权,都大大拓展了互联网用户选择权的范围、深度和广度。

And then, against that background,

In the super app, there are already actors.

In July 2021, Alipay took the lead in handing back the "right to choose" the custom edit of the home page application to the user, and the user can decide which services are displayed in the nine square grids of the home page through self-editing; Previously, what services the Nine Palace Grid put was led and decided by the platform.

不少用户评价:终于可以去掉应用里的“钉子户”,换上自己真正常用的服务,并纷纷表示希望其他 App 跟进,还大家一个清爽体验。

The nine-square grid is not editable, which is a common problem that many super apps are complained about by users; Behind this problem, the nine-square grid often carries the commercial demands of the App.

For example, Pinduoduo once wrote in the prospectus that its Gongge interface in the WeChat wallet, as an intangible asset, has a five-year access value of 2.852 billion US dollars, with an average of 1.5623 million US dollars per day.This requires the App's product manager to balance user experience and platform appeal.

Tulu, the product manager of Alipay, revealed at the industry sharing meeting that after Alipay released the editing right of the nine palace grid, there was no situation where a large number of users who were worried about the operation staff closed the home page column, but instead really edited the people recommended by the home page column, and the visit increased by 20%."As long as you can provide product value, users will not turn it all off."”

Alipay home page can be edited

事实上,

这其实是一种以用户为导向的市场配置资源形式。

此外,继支付宝后之后,网易云音乐也开放了首屏入口,及各个板块均可以自定义是否开启及顺序调整,腾讯视频、QQ 音乐的首页频道等均可以自定义顺序。

三、从真实需求出发的选择权交付

尊重用户选择权,需要从用户真实需求出发,真正理解用户需要的选择如何落实。

In the eyes of industry insiders, the right to choose is a part of the product experience, when giving users the right to choose, it is necessary to consider the impact of user experience, sales, business or operation to carry out multi-group program experiments, and then make trade-offs and trade-offs.

1. 需要控制好给用户选择权的边界

User choice rights, need boundaries.

何时管、何时放,自由和便捷性等问题,都需要厘清。

以 App 最为经典的设计“红点提示”举例。

在移动互联网的早期,“红点提示”在一定程度上解决了效率问题,帮助用户在不同 App、App 内不同栏目中获得重要信息更新的提醒。

当时的边界,在于“提醒”用户做出选择和“打扰”用户之间。

但如今,信息的冗余已经成为人们面对的主要烦恼,

选择权的边界,又发生了变化——

像今年 1 月支付宝上线“消息刷子”,用户可一键清空未读消息,被网友盛赞为“有两把刷子”。

网友反馈

在此之后,微信也在 5 月新增了“公众号红点提醒”功能,用户可设置将“数字”提醒变为“点”提醒,近期又上线了将企业号推送默认灰色弱提示,进一步降低了对用户的打扰。

红点提醒的变化,印证了选择权的边界是在不断变化。

还不熟悉产品的新手用户或许需要平台来帮忙做一些选择,而老用户或骨灰级玩家则普遍希望有更个性化的进阶权利。

对用户而言,选择决策的本身也是一种成本。某个场景是否适合给到用户选择、用户拥有选择权后是负担还是自由,这都是产品经理需要思考的。

2. 选择权并不是单一地做减法

依旧以前述支付宝上线可一键清除消息的刷子为例。

在支付宝之前,之所以各家在“消息提示”上做得这么谨慎,正是因为

和普通人认知存在差异的是:“消息刷子”产品功能建立在 B、C 双端联动上的,很多商家号的信息不仅有商业信息的传达需求,也可能关系到用户使用的关键信息。

支付宝产品经理土庐透露,刷子的上线在内部讨论了很长时间。只是“灭掉”消息,并不能解决本质问题,需要为用户解决的是如何处理“打扰消息”与“关键消息”的区分。像支付宝平台内,消息属性分为履约消息、服务消息、通知消息等等,用户的核心诉求在于:清除不关心、已过期的消息,并且减少确认的负担;但商家诉求同样不可忽视,服务通知的时效性、对业务数据的影响、商家的选择权利益等。

因此支付宝上线刷子功能的同时,把核心需要提醒的消息放到首页的消息板块功能中,完成了平台内的消息区分。

3. 选择权的实现路径,是用户表达的权利

用户选择权的交还,每一个功能的上线,都是产品设计、商业利益、用户表达的多边平衡;而要妥善地做好平衡,需要激发用户去表达自己对产品的需求。

比如无论是正向的“我想要”、还是反向的“我不要”,都是用户对于产品的真实反馈。

在土庐、苏杰等产品经理看来,“爱的反义词不是不爱,而是冷漠”——为用户提供表达的权利、给出用户需求的反馈,比闭门造车地思考“选择权”更为重要。

如首页应用编辑、消息刷子这样的功能,一开始就比较适合于反馈强烈的用户群体,通过实验、灰度、放量去设计技巧,逐步提高用户的使用意愿和正向反馈,能尽量降低对业务的短期影响,甚至带来业务提升。支付宝“首页编辑”上线后的使用率和“消息刷子”上线后的打开率不降反升就是典型案例。

However, after the user completes the expression, the platform also needs to match the product functions.

A Q&A website provides users with the right to choose to be "not interested" in the content, and in terms of Sujie's actual experience, he continued to give feedback on the content he was not interested in for several weeks, but did not get the ideal content recommendation, and finally chose to give up.

From the user expression, find the delivery results of different users, carry out accurate targeted opening, gradually improve the overall user experience, and then accurately screen the target users, and build a scientific path between users and merchants, which may be the perfect meaning of the choice at the commercial level.

显然,用户选择权已然成为行业趋势。

From the perspective of user sovereignty, app services can be more friendly, more efficient and more personalized to the public, so as to protect the user's experience and basic rights and interests.

这个过程中,仍将需要监管、用户、平台形成合力,甚至于,也需要广大商户、硬件厂商等社会各方的共享共建。

As the wired article ends: We do return to the user-centric origin.

This article was originally published by @Cheng Jie on the premise that everyone is a product manager, and reprinting without permission is prohibited

题图来自 Unsplash,基于 CC0 协议

该文观点仅代表作者本人,人人都是产品经理平台仅提供信息存储空间服务。