Lei Feng Network: According to this article by Bai Qi, Baidu product operator.
In this era, when users are no longer concerned about discussing your products, be careful that users are already accustomed to thoroughly integrating your products into life, such as eating and sleeping, or that you are no longer in your mind.
Alipay, a billion-dollar mass national product, will cause an uproar with each new version. Although this kind of surprise makes Alipay's PR people happy and amazed, it still leaves many uninterested entrepreneurial companies even The old product that became a giant but has not been discussed for a long time was envious.
Since the Alipay 9.0 big revision, nine iterations have been iterated so far. The biggest change in 9.0 was the advancement of the "merchant" and "friend" modules to the first-level tab entry. In particular, the "friend" module was too similar to WeChat, which caused widespread public debate and was interpreted by many media as Alipay. Be social. Alipay will not be social, but it will solve the problem of low frequencies.
After the update, Shizaki experienced the new features for the first time. The degree of changes in this version is not less than the 9.0 version a year ago. For a product update, the changes to the default home page can already be included in the big version plan. Not so much as this is the 9.9 version. It would be better to understand Alipay 10.0 because the framework of the product has undergone major adjustments again.
| Alipay 9.9 update the image and heart behind the image
As an attitude of practitioners to experience products, the function of adding or deleting any star product has a set of logic and product concepts behind it . I call it "representation" and "image", which the user sees and the product manager wants to convey. Let's take a look at some of the newer features of Alipay 9.9, and interpret the following representations and images.
1.1 Home main function folding
The stacking function without layering is a typical feature of a failed product manager. Alipay was able to become a national application because it made the "connection and money-related services" strategy the ultimate, from the earliest third-party guarantees to Taobao, to an electronic wallet that did not need to enter a bank card number. To cover the bills, credit card repayments, movie tickets, living expenses, city services, wealth management, and credit information, all the coverage of life consumption and financial scenarios. Many people are face-to-face, and many long-tailed needs such as pay for hydropower and Yangchengtong subway card recharge, and many other vertical fields have enriched the usage scene and they have today's Alipay.
In the past, Alipay used these large and small usage scenarios in the form of N-square grids in the first place, which seemed very crowded. In fact, the function of each scene that can be used by each user is about seven or eight.
Taking Shirasaki himself as an example, the commonly used functions include: payment, transfer, credit card repayment, mobile phone recharge, life payment, Shanghai silver remittance, balance treasure, ant treasure, ant flower, sesame credit.
After this update, except for the common entrances of the four payment properties, including the sweep, payment, card voucher, and checkout, only the seven commonly-used commonly-used function modules are retained. The others are all collapsed and the user can customize it. Set up the 7 default display modules you need.
For Alipay, this volume of products, it is a rare "do subtraction" product design. Why do many well-known products inevitably become more difficult and harder to use? Including QQ, Weibo and Post Bar, it seems to be the fate of a large company's products. This kind of product is often an aircraft carrier built by the company with all its resources. After growing up, the company will inevitably hope that the aircraft carrier will be able to transfuse blood to other boats and drive more business development into an aircraft carrier to form an aircraft carrier cluster. Therefore, as in the previous version, all Ali's products and services are expected to use Alipay's large volume to divert themselves, and they all hope to occupy a prominent entrance on the front page. This is why Alipay appears to be bloated. In the new edition, Alipay’s product manager finally decided to make a subtraction. This is the power of restraint.
1.2 Home carded feed stream
After the original function module is folded up, how can the remaining space be used?
This time, another relatively big product structure change is to change the center of gravity of the homepage from the entry of commonly used functional modules into a life service information display, and to use card-based feed flow interaction forms. Currently there are monthly bills, courier information, sesame points update, balance treasure income, etc. There will be other surprises in the future and it is worth looking forward to.
After starting to use the new version, there is already an experience that exceeds my expectations:
Yesterday, the friend sent me a SF Express from the line. After Alipay reads the logistics data, he sent me a push push, prompting me to have a courier delivered, and to check the logistics status and the latest progress.
This makes Shirasaki think that in the future, more services like express delivery will be connected to Alipay, which is a connection for serving big data. The homepage feed will be used as a service information content presentation area, and as a service portal displayed according to the user's real-time requirements; these were previously completed through the secondary portal "service window" under the friend's tab and are now also advanced to the homepage. . Of course, the service window is still maintained, and the two do not conflict with each other.
1.3 Position Adjustment of Life Circle
The life circle has always been ridiculed as a copy of the circle of friends, but unfortunately Alipay's life circle has not completed the cold start, even after adding a lot of friends, there are few dynamics on my timeline. When the life circle is online, it is on the secondary entrance page. When a module has not completed the cold start but is hidden in a deep place, the user's willingness to use is naturally low , not to mention the user is not clear what kind of dynamics in Alipay. news.
Therefore, in the 9.9 revision, the dynamics of the original life circle were adjusted to the bottom of the homepage feed stream, and the release portal was also placed on the conspicuous entrance of the homepage. Alipay wants users to complete the action "record my life", but in the end what to share? Obviously, the user does not need to synchronize the same content to Alipay's life circle after sending the same content in the WeChat circle of friends. At this time, Alipay's product managers need to further think about what kind of content is suitable for distribution here? How to differentiate with the circle of friends?
The social relationship chain and content are mutually reinforcing relationships. After the content can be seen, the user is willing to establish relationship and interaction here. When there is a good friend relationship, the user only has the self-motivation to express their feelings of life. Cold start, sometimes it is so difficult, when the first snowball does not roll off, it naturally does not roll. Now let's take a look at the five-blessing event that was widely ridiculed at the beginning of the year. In fact, Alipay has worked very hard to complete the link of friends.
1.4 Adding Intelligent Voice Assistant
The domestic input community and the search community now have a consensus that the future information retrieval methods and input methods will be provided to users in a more efficient manner . Whether it is the Sogou input method or the mobile Baidu, the voice input function has already been on-line; In particular, Baidu Mobile puts voice at the golden location of the Tab, the center of APP, and encourages users to input search words by voice. This is the future trend of the mobile scene, Alipay will not miss the natural, so in the 9.9 version, Alipay added a smart voice assistant at the top of the home page to solve the information input interactive innovation.
The concept of artificial intelligence Many companies are mentioning that there are many companies doing technology research and development. However, there are not many practical application-oriented scenarios like Alipay. Microsoft's Xiao Bing has disappeared since it was fired on Weibo for a while. The problem is that there is no user-oriented scenario. Alibaba Cloud provides the underlying voice recognition technology support, and Alipay connects users to the use scenario. This is the final form of artificial intelligence. Instead of letting users install a voice assistant, it's better to think about how to use artificial intelligence to upgrade existing service experience.
1.5 Rich Personal Homepage Information
For products that connect friends, personal homepages are an important way to make users aware of their role in this product, especially after the life cycle.
| When revision, products what are you thinking?
In a song I like very much, there is such a lyric: "I was young when I was young."
The revision is something that many product managers are doing or even prefer to do because it means there are more opportunities to incorporate their own ideas, especially for products with large users, and lonely product managers are not good product managers. . Some product revisions are due to the fact that the product manager is a Libra, and he likes to tangled it, but also because of changes in the direction of the company’s business structure or changes in personnel, and also the need to adapt to industry trends. For users, each revision means that users need to take time to establish new cognitive and usage habits.
I believe that Alipay's product managers also understand this, but why do they need to make a major revision?
Previously, Shirasaki summed up such a conclusion when studying Alipay: Users would not open Alipay every day, but every time they were opened they were accompanied by trading behaviors with a very clear purpose. This is the most essential difference between it and other products. This is a typical tool attribute.
For ants gold suits with a valuation of up to 60 billion U.S. dollars, Alipay as an aircraft carrier may contribute more than 60% of the valuation. The activity of Alipay is bound to receive a lot of attention within Ant Financial Services. Therefore, it is necessary to complete the migration from the attributes of tools to the attributes of service platforms, expand the usage scenarios, and increase the user's liveliness.
Why do you want to make this revision, as Shizaki has always emphasized: Alipay is not trying to make the same social tools as Wechat . The inherent cognitive habits of users are difficult to change after the mobile Internet has reached a mature date. Users do not You will chat with Alipay, just as you wouldn't meet anyone and come up with a wallet to say hello. However, Alipay needs to solve the pain point of low frequency. This is the core problem that Alipay team has repeatedly tried to improve and solve in one year.
The pain point of low frequency is actually two things:
DAU/MAU
In the past, when users needed to use payment, they would think of opening Alipay. Can they be allowed to open Alipay everyday afterwards, and discover more service content after opening to generate new transaction behavior?
In the past, Alipay used the feature scene of continuous enrichment of tools to allow users to open, for example, to support Yangchengtong's subway card recharge, which firmly tied the users in Guangzhou; for example, to support the payment of tuition fees and campus card recharge for some schools. This puts the student user in a hurry. Today, it is through the connection of platforms and users, third-party services and users, users and users of the three main lines to enhance the activity, from tools to service platforms. From the strategic level, Alipay is undoubtedly doing what is "connecting people and services."
Duration of stay
Baizaki once mentioned that the product competition in the mobile Internet era is no longer a competition between similar products, but also competition with all products. Why do you say this? Because everyone is fighting for the user's attention and use of time, for the user's daily time is fixed, more time to brush WeChat, rain and other styles of use of other low-frequency products less time, or even be forgotten. I remember that Zhang Xiaolong once expressed to the media that he was "proud." He felt that users spend too much time on WeChat every day. We are very worried and hope that users will run out of money.
For the product of a tool's attributes, especially the satisfaction of functional requirements, the user has a clear purpose and use process when they use it. After the requirement is satisfied, they leave, that is, Zhang Xiaolong says to run out. However, this is also a common problem of the tool attribute product. When the user runs out of the product, the product cannot be connected with the user more. The use of the product is low in viscosity, and the replacement of many tool products is also due to this.
Therefore, Alipay needs to solve the problem of staying for a long time when it comes to connecting people and services. It also dilutes the attributes of tools and establishes a platform for connecting services. Specifically, with the 9.9 version update, see the two major functions of feed stream and life cycle migration.
Which products are common for feed streams? Some people say that it is social, such as Sina Weibo; it is not accurate, and the headline today is also a feed stream. A feed stream is a form of content presentation that provides users with continuously updated content as a container for content aggregation, and content is a powerful weapon for attracting users to continue to open and immerse themselves in the film.
First of all, let users open Alipay after the content can be seen, what can be specific? Such as courier such as strong personal information reminder, balance treasure income, activity information release, friend dynamics and so on. At present, the content is still relatively weak, and it is necessary to add more user-related and personalized content into the homepage feed stream in order to make this aggregation container a good job. Of course, if you want users to read news in Alipay is to die, everything can be done.
So, after reading this article, do you think Alipay is doing social products? It is not. Everyone knows that it is impossible to replace WeChat with social communication. Alipay will still do it. Establishing a social relationship connection is just a way to solve its pain points . In this world, there are still many people who are clearer than we can see. Do not allow ignorance and arrogance to blind our eyes. No matter how it is smashed, it is worth doing as long as it is a good thing for the product.
By the way, seeing someone reminding me that the black skin is now blue before the homepage, I still say: Who TM care.
Lei Feng Network (Search "Lei Feng Network" public concern) Note: The author Bai Qi, WeChat public number: baiqinote, is responsible for the operation of many DAU tens of millions of products, good at user operations, community operations and other modules. Like to research all kinds of fresh APP, WeChat share the actual dry goods articles of product operation, and occasionally torn nonsense. This article is issued by everyone on the Lei Feng network authorized by the product manager, reproduced, please contact the authorize and retain the source and the author, not to delete the content.
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