When we use Taobao, Toutiao, WeChat and other apps, do we feel that the products are getting better and better? So do you think this kind of better and better change is because of the improvement of APP functions, or because the operation has become smoother?
I guess your answer must be: these apps have b2b data become better in all aspects, not just one aspect has become better than the original.
We all know that APPs are getting better and better because: our product managers and technical teams are constantly iterating on products, bit by bit, making APPs what we like.
So how do these apps iterate?
A friend said: "Iteration is to increase, decrease and optimize various functions in the APP, which is what we often call addition, deletion and modification."
It sounds kind of right, but it doesn't seem particularly relevant, does it.
So I told him: functional additions, deletions, and changes are only the most superficial things. The core of iteration is to upgrade products around user experience. The method is to increase, decrease and optimize functions.
That is to say, the essence of product iteration is the iteration of user experience.
Next, we will use WeChat as an example, combined with the 5 elements of user experience, let's talk about how the product iterates the user experience.
Since the five elements of user experience include: strategy layer, scope layer, structure layer, framework layer and perception layer , then we will use these five elements to compare and disassemble the iteration of user experience, and also analyze the 5 elements for a brief description.
1. Strategic Layer: Iteration of Product Objectives
First, let's start with a question: Did the WeChat team know from the beginning that it would be what it is now? Was their original goal to be a hub of social connection, to connect lives, to connect the world? If so, why not make it connect everything and connect the world in the first place?
This is because, what the future will be is just a vision, so the description at the strategic level can be : What is my goal? What are the user needs? How to satisfy users?
The realization of this vision requires you to design the path to reach and walk through it step by step.
Imagine if you are doing one thing, such as: learning programming, do you want to become a technical expert from the beginning, and do a lot of interesting things with programming in the future, or make a very awesome thing Ideas that change the world.
However, what you can do now is to draw a line, and then on the line, divide the route you want to grow into sections. What is the purpose of each paragraph? What needs to be done? How to check? How to deal with a problem? Mark them all out, and then follow your online markings, start from 0, move forward a little bit, and take every step well, this is the strategy.
The strategy is like a staircase. The location of each floor is different, so each floor can see different scenery and have different meanings.
The iteration of the strategic layer is like climbing stairs, not only to climb, but also to constantly build and repair by yourself. In a general sense, the strategic layer is the fundamental layer of the product, but it does not mean that the strategy cannot be changed once the strategy is set. Iteration is the way to evolve the strategic layer.
The iteration of the WeChat strategic layer, from the initial communication tool, to the social tool, to the social platform, has finally become the current comprehensive platform.
Some people ask: Why not make a comprehensive platform directly, or a social platform?
There are many reasons, such as: No one knew at the time, what will WeChat be like when it becomes a social platform? Don't know what services this social platform should provide? There are too many uncontrollable factors in the middle, no one can ensure that users will accept it, should we copy a QQ?
The best way is to iterate strategically, let the product evolve and grow at the strategic level, let users decide where WeChat should go, and push it at key intersections to complete the strategic iteration.
Therefore, the iteration of the strategy layer is the iteration of the user experience.
2. Scope Layer: Iteration of Product Capabilities
In the user experience elements, the actual manifestation of the scope layer is - functional specifications and content requirements. It may be more abstract to understand, but there is actually another way of expressing it: the scope layer is the ability layer, and the scope layer determines what I can do and what I can’t do.