Usually we define user experience as the result of the product. Therefore, in the operation of the website, the user experience is constantly summarized as a demand list, which makes the design and technology very busy. However, looking at large domestic communities, the user experience of the current community system products of Tianya, Xici, and Maopu is extremely poor, but they are as popular as ever. Regional Internet communities that have adopted Discuz and phpwind, which have a much better user experience, have not surpassed these old community websites because of their product experience. If you want to find a case with a better product and operation experience, you may only have Sina Weibo and Tencent Weibo!
From this we have to reflect on a question: What is the user experience of the website? My point of view: The user experience of a website includes basic products and operations. Operations also produce user experience! In horizontal comparison, I have said in an article I have written that in the user experience of e-commerce, the user experience of customer service, payment, and logistics is more important.
What is the purpose of user experience in community operations? Needless to say - commercialization. Commercialization requires obtaining the expected output value within the specified time and within the specified input. What is the output value of the community? It is by no means direct income. Without reasonable industry-based solutions, the income from community traffic is very pitiful. It’s not that web2.0 doesn’t make money, web2.0 products are indirectly profitable. Back to traffic, add some definitions in front of the PV and UV values. The key words are nothing more than: PV/UV ratio, user return rate, number of posts and number of online users, post reply ratio, section positioning, etc. In a nutshell, it is precisely positioned and valuable traffic. To put it bluntly, gourmet food websites have a large number of diners who are willing to spend money, and fashion websites have a large number of prodigal girls who spend money with credit cards, and they enjoy it endlessly. If the words are profound and others cannot understand them, that is called high level; if the words are plainly spoken and everyone understands, they will be regarded as nonsense. Many webmasters say that even fools know this result, but how can they do it?
1. Positioning: Tool or media?
If you do things for your own interests, you can do them whenever you want; however, if you do things for business, you should still think carefully before doing them. Positioning is a seemingly lofty word. Because to give the community a strategic positioning, we must ask a question: Is the community a tool or a media? In other words, what is the community used for?
Some people say that the community is not a tool; some people say that the community is both a media and a tool; a more professional answer is: "Community control only accounts for 20% at most, and the other 80% do not need friends or quarrel partners, but use the community as real-time media and tool."
The answer to this question can be parsed as:
1. The community is the media and the community is the tool.
2. Community is a tool in the form of media.
3. The community provides interactive value to 20% of the people and information value to 80% of the people. This is not a contradiction. You dive or post, the community is there, waiting silently; you post, or you read the posts but don’t reply, the community is there, endlessly alive.
4. The tool characteristics of community media are in no way inconsistent with the media nature of community media, and they depend on the media nature. The biggest feature of social media as a tool is that this tool is alive and interactive. In terms of the characteristics of community tools, it can be summarized in three sentences: a book - the operator should organize and classify fragmented information for easy reading and retrieval; a question and answer - there are people who can help answer questions; a story - dialogue Accumulation of resources, history and culture.
Community is a living media tool. This means that the community must have both content and relationships in place. It must have content, have netizens, be able to interact, form a cultural atmosphere, and condense into a piece of history. Qian Yu of Hualong Lane once compared the content of the community to a large water tank. In fact, this water tank not only accumulates content, but also accumulates people.
2. What is the experience generated by operations?
A feeling must be expressed in one sentence, this is the experience:
"What user experience does the community give you? The first is that someone cares about you, that is, interaction, and its function is to eliminate loneliness; the second is that someone recognizes you, especially the big guys in the community pay attention to you and respond to you; the third is You get honors, such as people giving you flowers, and you get on the leaderboard; the fourth is that you get achievements in the community, such as what you changed, who you helped, and you created a virtual world." (Posted on Sina. Weibo, @梦里青华)
Mere experience is not enough, we must summarize our feelings into theories:
1. "Brother posted this because he is lonely" - How to solve this problem? In fact, "I don't reply to posts because I am lonely." A user travels thousands of miles to come to your forum. What do you give him? How to keep him? No one will read a forum without content, and a lonely forum will not retain people. Content updates and user interactions are all ways to get rid of loneliness. Sina Weibo seems to have a mechanism. If you hang up, you will be randomly rewarded with a few fans - maybe the legendary zombies. A saying that has been circulating since the 19th floor is: Destroy with zero reply.
2. Human beings are timid, cowardly and vain animals. In "Let the Bullets Fly", the fake county magistrate Ma Mazi shouted: "Gun in hand, follow me, kill Shiro, and rob the watchtower." As a result, behind the pillars are faces watching and suspicious eyes. This is human nature. "People are most afraid of having self-confidence." The first step needed for self-confidence is recognition and encouragement. We know that only 1% of users may post, just like the four brothers brought by Zhang Mazi. The situation of running a website section is similar to Zhang Mazi's situation. At first, you have no netizens, only yourself and a few hired editors. When you post with a vest and attract the first batch of suspicious and fearful posters, you must encourage them and acknowledge them. With confidence, they will become heroes; this group of people will gradually grow and become actors on the stage you have built. With these actors, more people will watch the show.
3. With this 20% is enough, 80% will be attracted. In fact, we need a group of actors, great actors (@梦里青华). I have always believed that every poster is an opinion leader, and the commercial interests of the website may exist among the onlookers. In order to attract a group of onlookers, you must have a group of actors. A friend of mine said to my students: "You need 20 heroes and 20 hooligans to do a good job in the forum." How do opinion leaders grow? It is also an encouragement, flowers, applause, medals and honors. Every point setting, every medal, every recommendation, every selection. On Sina Weibo, @jEarl said: "A stage is always a place where a small number of people perform, and a majority of people watch. 20% of active users in a community is enough to drive the vast majority of people to participate in the interaction."
4. Watch and change the world, forward and spread ideas. The higher user experience of the community is a sense of accomplishment. What is the sense of achievement? "Use Weibo to help others find abducted children, or use Weibo to spread pornographic photos." Domination, use, and control are all summed up as a sense of accomplishment. What is your greatest achievement? Create a virtual world. For example, an ecosystem for communicating ideals, exchanging academics, or simply buying and selling pets.
To sum up, experience is actually satisfying needs, and needs are in line with Maslow's hierarchy of needs theory.
3. What is the sense of belonging to the community?
We have to think about a key issue we often talk about: what is the sense of belonging in a community. The sense of belonging is what was mentioned earlier: acceptance, recognition, and encouragement.
The sense of belonging is the feeling of home, which is familiarity, kindness, trust and warmth. This means that you know many people here, and many people care about you. You will not be cheated when you buy something together. When something happens, someone will take the initiative to help you solve it. When you want to cry, someone will tell you that you need to be strong in life. When you are lonely, just Want to stay here. The origin of belonging must be because of something, which is that the community must first be valuable.
Netizens usually come here to find some information, or to ask a question that cannot be answered, or they may come to watch an event. Come and stay because you feel a sense of belonging.
4. What can we do to improve user experience?
1. Never let users feel lonely.
2. Answer every question from netizens.
3. Regardless of whether you agree or not, you must respond.
4. “Let users find friends, or let users find enemies.” (Blog friend @jEarl on Sina Weibo)
5. Establish a reasonable points system and enhance the concepts of points usefulness and points honor.
6. Establish a few but refined medal system to cultivate a sense of honor.
7. Recommend excellent original works from netizens in a timely manner.
8. Conduct regular selections by moderators and core netizens.
9. Let the performers achieve achievements and make it easier for others to watch.
10. Don’t let go of every incident.
11. Organize attractive activities.
12. Points correspond to necessary levels, and levels correspond to corresponding permissions.
13. Simple and reasonable layout rules.
14. Accept all legal ideologies and do not exclude other people’s values.
15. Deal with it fairly and do not impose the operator’s consciousness on netizens.
16. Reasonably locate the groups corresponding to the section.
17. Reasonably divide the sections into simple and clear sections without distracting popularity.
18. Always think about how the content will help netizens.
19. Use editors who understand netizens’ thoughts to manage the forum.
20. Make it most convenient for netizens to find useful information.
21. Reasonable moderator authority and moderator evaluation system.
22. Let the performers gain honor and the onlookers gain happiness.
Our goal is to create popularity commercially. Everything seems simple, but there are absolutely no shortcuts. Shortcuts mean failure. (Text/Ningzhe Network Zhou Ning; please indicate the source link and author when reprinting)