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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?



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.



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。


2. User Choice. WHO defines it?


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.


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。


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



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。



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.


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。




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”。


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。




2. 选择权并不是单一地做减法



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。



3. 选择权的实现路径,是用户表达的权利





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.


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.


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