Zhihu is defined as an online Q&A community, but it is more like a forum. Its discussion topics basically cover all aspects we can cover, keeping up with hot spots. The biggest difference between Baidu, Google and other search apps and websites is that many users in Zhihu don't satisfy specific questions and seek answers with knowledge. They not only get knowledge from forums, but also create and share content. It is necessary to mobilize the enthusiasm of users and improve their participation and professionalism. Like-minded content producers are the core component of the forum, and Zhihu's integration of a large number of divergent thinking rather than specific answers is the essence of this APP.
Personally, there are three reasons for using Zhihu: First, there are questions to be answered; Second, browsing the mobile phone for no specific purpose is just to pass the time and is too lazy to do other things; Third, I have a unique view on the problems in a certain field, and I want to find like-minded users to discuss and expand my circle of friends.
(The third one has been analyzed by some students, so I won't elaborate on it if it is 0.0. )
Scene 1: When something is uncertain, go to Baidu to search for the answer. In the face of massive pages with uneven quality, users need to spend a lot of time screening and quoting. If you can, you can go to relevant people for help.
Scenario 2: Playing mobile games, hunting, using social applications or music-related relaxation applications. ?
Omit three scenes, all slightly 0.0.
Scene 1: Take Zhihu as an optimized version of Baidu, just a tool. .
Scene 2: Take myself as an example. Many users will visit Zhihu when they are not interested in specific issues. This is because relaxing activities after school or work, such as traveling and playing games, can make people feel guilty. (that is, the emptiness of wasting time because of mediocrity)
Picking up a mobile phone to browse Zhihu's information is more interesting and easier than reading and studying in my spare time. I can get a lot of information and satisfy my cognitive desire and curiosity about the world.
At the same time, many topics are less entertaining because of the label of "high-end professional talent pool" in Zhihu. Holding a mobile phone for a few hours will also give people a sense of accomplishment of "I have gained a lot of knowledge, and I have not wasted this time".
In addition to the general content search mode, Zhihu can also add "exploration mode" for users who want to learn about different fields in their leisure time with low intensity. In this mode, there will be a series of topics that can be filtered. For example, the three areas of interest today are "Dance related to the production of physical games". The system will only output the contents of these areas according to keywords, and remind users to set a browsing time limit, and then remind users to end browsing. After browsing, a memo interface will automatically pop up for users to summarize their browsing gains and understanding, so that users can have a great positive feeling of pride and accomplishment on the premise of limiting their learning intensity and clarifying their gains. Encourage a large number of users who do not produce content to become more valuable content creators.
Memos can also be shared to the memo collection and personal introduction interface in related fields, and you can choose whether to show them to users who are also interested in these fields. This can help people find like-minded and similar users more accurately, strengthen their sense of identity and belonging to the platform, and also strengthen their social attributes.
(1) Search answer scenario: When encountering problems, search engines such as Baidu cannot provide professional and vivid results. A platform where high-quality discussants gather like Zhihu will show its value.
Frequency of occurrence: high, important. Emotional experience: The questions that Zhihu needs to answer are often more important, with high survival experience, high curiosity experience and average interest experience (search scope definition).
(2) Browse the scene: There are a large number of users in this part (often bored enough to brush Zhihu's comments in one day), but the problem is that although these users spend a lot of time, they basically have no content. Yes, thank you for collecting triple, which may be a rare operation. Such a large group is worthless except for providing traffic. The problem is that participation is extremely low.
? Frequency of occurrence: high, important. Curiosity experience is high, achievement experience is average, and emotional experience in self-experience and influence experience is average.
(3) Social scenes: Other students have said that 0.0 will not be repeated.
According to the classification of emotional experience, check the emotional experience of existing apps one by one, and find out the shortcomings of emotional experience from the aspects of frequency of occurrence, positive and negative emotions, and awakening level.
(1) Survival experience: general.
The first reaction to a problem is a search engine, while Zhihu search will only be used occasionally when encountering an event that is widely spread/discussed.
(2) Curious experience: higher.
When you want to know what many people think about something, you will be curious. For example, if you have experienced XXX or are interested in XXX, you will want to see others answer "What kind of experience is XXX".
(3) Achievement experience: average
The sense of accomplishment when answering questions depends on the number of approved collections. However, it is impossible to quantify the absorption of knowledge in the learning scene for the time being.
(4) Interest experience: high.
As soon as topics of interest come up, I have them. I am more interested by recommending many topics on Zhihu.
(5) Self-experience (self-confidence, self-esteem, pride and self-love): average.
Most of the self-experience comes from open classes, which is worth several functions. Many Zhihu users should not have the opportunity to use these features 0.0.
(6) Attachment experience: high
I believe Zhihu's excellent answers will be used frequently.
(7) Attribution experience: general
As a window of the world, I haven't had any social activities, nor have I contacted other users online. . . . . . . )
(8) Impact experience: general
Appears only during speeches.
(9) Aesthetic experience: general
It only appears when there is an artistic discussion.
(10) Moral experience (appreciation, honor, happiness): low.
It will only appear when you encounter problems in a specific field.
(1 1) Rational experience: high.
It will participate in browsing discussion and comment. After ingesting knowledge and information, they will selectively evaluate and absorb it according to their own judgment.
(1) Achievement and self-experience: Without a clear purpose, Zhihu's recommendation is arbitrary. The essence is that relaxed users are easy to fall into the problem of low information density and low value. Zhihu at this time is not much different from the general lace news APP. After a short period of curiosity and satisfaction, users will still fall into self-blame and have almost no positive emotions such as achievement experience and self-experience. With the gradual accumulation of negative emotions, users' interest in "having nothing to do, brushing Zhihu" will be greatly reduced. After browsing, a memo interface will automatically pop up for users to summarize their browsing gains and understanding, so that users can have a great positive feeling of pride and accomplishment on the premise of limiting their learning intensity and clarifying their gains.
(2) Interest experience: add an "exploration mode" for users who want to know knowledge in different fields at low intensity in their leisure time. The browsing range is defined in advance, and the system only outputs the content in a specific field according to the input keywords, and reminds the user to set the browsing time limit, and then reminds the user to end browsing, thus creating a feeling of "dissatisfaction". Moreover, the content in the exploration mode is not recommended by the algorithm, which can ensure that the pushed content is in the field of interest.
(3) Social experience: Memos can be shared to the Memos Collection and Personal Introduction interface in related fields, and users who are also interested in these fields can choose whether to view them. This can help people find like-minded and similar users more accurately, strengthen their sense of identity and belonging to the platform, and also strengthen their social attributes. At the same time, according to the areas of concern and the content of the speech, the preferences of different users are saved in the form of data. When other users want to know each other's thoughts, there will be a "matching degree" generated based on data as a reference.
(As an additional supplement, the way to realize social experience and sense of accomplishment experience can be considered to introduce the "bookcase" mode, which stores the knowledge learned in the past in the form of books, one book in one field, one book in one world, and can subdivide and construct the knowledge achievement tree of the whole user. )
Online Q&A (forum) App has many activity scenes. For example, search for topics, check current affairs hotspots, consult others, organize your own knowledge, share your own knowledge, turn knowledge into wealth, and find like-minded users. The following will analyze the activities from six aspects: watching, chatting, learning, writing and playing, and analyze the motivation and emotional experience.
(1) Question search (see, learn): You may have questions for work or personal needs, and go to Zhihu to search for answers. It will involve a lot of browsing and learning absorption.
Motivation: Because of my job or interest.
Expectation: mainly survival experience and achievement experience.
(2) Check current affairs hotspots (watch and play): It is also a way to relax when you don't want to play games and watch movies in your spare time, and pick up your mobile phone to "keep up with the trend of the times".
Motivation: Picking up a mobile phone to browse the information of Zhihu is more interesting and easier than reading books in my spare time. I can get a lot of information and satisfy my cognitive desire and curiosity about the world.
Expectation: Curious experience, interesting experience.
(3) Asking for advice (writing and learning): The question I want to know has not been raised yet, so I posted a post on the forum for help/private chat. This is one of the most common scenes in the forum.
Motivation: because of personal interests or life needs, I am eager to know a problem.
Expectation: interest experience and achievement experience.
(4) Share your knowledge (reading, writing, chatting): It is common to be dissatisfied/want to share your suggestions and opinions after browsing the existing answers.
Motivation: gain recognition and help others in it.
Expectation: the embodiment of self-worth and the experience of achievement.
(5) Organize your own knowledge (reading, writing, learning): After seeing the good answers (articles), you can't fully digest them for a while, until you know that you will browse these answers again later. Will put them in the bag (favorites).
Motivation: I have a collection = I have studied psychology, and I have saved the problems I need to look for when I use it again. By combing your own knowledge, you can get further promotion.
Expectation: achievement experience and self-experience.
(1) Turning knowledge into wealth (writing): I am a giant in a certain field (problem), and I use the function to pay for answers or get benefits in the form of opening online open classes. Compared with the user base, such a big brother is rare.
Motivation: share weal and woe, exchange knowledge for wealth. It is also one of the ways to sort out your harvest.
Expectation: Have survival experience and achievement experience.
(2) Looking for like-minded users (watching and playing): I found a user who is very appetizing because of the answer to a question, thinking. You may also be in a small field and want to find more people.
Motivation: find, find, find a friend, find one. ......
Expectation: an experience with affinity and belonging.
After analyzing the user's activities, the main activities worthy of innovation in the APP are:
1. Share your knowledge (reading, writing, chatting), and the goal of experience is to achieve experience.
2. Sort out your knowledge (reading, writing, learning), and the experience goal is achievement experience and interest experience.
3. Find like-minded users (watch and play), and the experience goal is affinity experience.
1. Achievement experience
(1) Self-realization mode: Use your own knowledge and ability to provide high-quality answers or other types of self-realization.
Common life situations: show what you have learned and answer other people's problems.
Cause analysis: the embodiment of one's own value is the essence of a sense of accomplishment. When people rely on their own ability to help others solve difficult problems, they gain a stronger sense of accomplishment than simply solving their own problems.
Specific function assumption: 1. Do some optimization in the software tutorial, for example, by screening the difficulty of the topic, first push the topic that is less difficult and fits the new user's good field, and guide the novice user to complete the first knowledge display step by step.
1. Achievement experience
(1) "memo" sorting mode: users can sort out trivial multi-fields through their own memos; A little piece of knowledge.
Common life situation: Facing a lot of complicated affairs at the same time, it will be a great sense of accomplishment to complete the planning of these things.
Cause analysis: completing something is not necessarily a specific task. Putting a large number of simultaneous transactions in order shows that a person's ability to control events has improved. This is a higher level achievement. It would be great if the software could let users complete this process.
Specific function assumption: add sorting tasks (functions) to the "memo" in the "bookcase", such as sorting out the knowledge learned or to be learned according to multiple standards such as importance and interest. It would be better if the interface could be vivid. )
2. Interest experience
(1) The perfect mode of "bookcase": users can intuitively see what knowledge they have learned in the process of using the software, and can intuitively judge the degree, thus generating interest.
Common life scene: I read a lot of books or novels in my spare time, and after a while, I found nothing. There will be no idea of continuing to study.
Cause analysis: users may have learned a lot about problems in many fields when using forum software, but it is difficult to be interested in high-fit knowledge in potential fields because they are not clear about their mastery of these scattered knowledge. After a cursory glance, I forgot to browse these words.
Specific function assumption: on the "bookcase" page, count all articles that users have browsed (excluding those that have been directly crossed), count the knowledge level of users in their respective fields, and generally count how much users have improved in a certain field (a book in a field, with the percentage of progress written on the cover of the book). Reading articles with high level of knowledge can greatly increase the percentage of progress. Reading articles with a low level of knowledge but a large number can also promote the percentage. (Maybe users have made a lot of progress in a certain field unconsciously)
1. Affinity experience
(1) Help mode: It makes it easier for users who use the software for the first time (at first) to get answers to questions. And find like-minded predecessors.
? Common life situation: I'm new to a novel field, and I'm a stranger. I hope to find a big brother area. It's warm to have someone to help you with your ideas when you have problems.
Cause analysis: the problem is too biased, or there is no nutrition, which will directly lead to the problem being ignored. Potential respondents may not receive low-level questions (novice users have no fans, and the priority of pushing questions is very low, so they often can't ask high-level questions), so consider changing the way old users find problems.
Specific functional assumptions: special fields can be added to collect questions raised by newcomers. New users can get high push priority by asking questions here. Old users will be rewarded if they participate in replying or giving suggestions to new users to modify problems.
1.App name: Zhihu App.
Concept explanation: "bookcase" refers to a newly conceived function page, through which all functions related to combing knowledge and confirming harvest are extended.
Zhihu is an online Q&A community, connecting users from all walks of life. Users share each other's knowledge, experience and opinions, and provide various information for the Chinese Internet.
Activity definition: Provide a clear and simple learning method for users who want to improve themselves in their spare time, and discover more fields that may be of interest.
2. User Role Card: Knowledge lovers are eager to improve themselves through the learning platform. Have a thirst for knowledge, but may not have a clear learning goal. It is easy to be misled by a lot of unfiltered information/questions, and it is a puzzling waste of time.
3. The idea of "combing" module: vividly show your experiences and review your gains through memos/bookcases, and at the same time, you can choose to comb your knowledge system according to standards such as importance and interest. Broaden your knowledge and step into more fields that you should be interested in.
Experience goal: guide users to stimulate achievement experience and interest experience.
4. The idea of "helping others" module: In the new user block, invite old users (with monetary rewards from Zhihu) to answer questions. In order to improve the efficiency, you can choose the strategy of "not watching for too long", such as showing the highest praise comments on new people's questions with a picture, replying to comments and other most intuitive information, and then choosing whether you can help and continue to pay attention to a new person to establish a friend relationship.
Experience goal: try to inspire users to realize experience and affinity experience.
5. Assumption of the "Jianghu Beginner" module: In terms of questions, this module has a special question area for newcomers, and Zhihu is responsible for guiding or hiring "strongmen" (old users and expert users) in related fields to answer questions. If you don't know what to ask, the system can display the questions raised by other new users as a reference. In the aspect of answering, for newly registered users (including novices who answer less comments and use less), domain topics with high popularity and moderate threshold are screened out through the background, so that they can answer some simple questions, generate a sense of accomplishment faster and use the software more.
Experience goal: improve the user's achievement experience.
Based on the idea of experiencing innovation, we should reconstruct the activity situation, make use of all favorable factors and avoid negative factors, and tell it through stories.
Emotional experience goals: interest experience, achievement experience and affinity experience.
(1) The main process of memo sharing: open the App and enter the bookcase page from my personal center. Click on the memo hanging on the top of the bookcase, and I feel very satisfied after the revision. I really want to share it with others and get appreciation. So click Upload in the upper right corner to apply to the system and push the application to other users (user characteristics can be filtered). And adjust the visible range of the memo to everyone on the page.
Text interaction process and object: open the App > click the personal center > enter the bookcase page > click the memo to view the contents of the memo and make some changes > click upload in the upper right corner > set the push range on the upload page > set > adjust the memo to be visible to all.
(2) Summarize the sub-process: Open the App and enter the bookcase page from my personal center. All the articles read have been automatically classified into all levels of bookcases according to a field and the style of a book. There is a memo hanging on the top shelf of the bookcase, which contains my own personal experience. After reading the memo, return to the bookcase page. I found that the existing book arrangement method was not to my liking, so I began to set and rearrange books for a long time. I realize that my knowledge in some fields is quite weak (the percentage is very low), so I need to learn more and start searching and reading.
Text interaction process and object: open the App > click the personal center > enter the bookcase page > click the memo to view the contents of the memo > return to the bookcase page (found that the system is not in good order) > long press settings (re-order) > find weak areas and search for related articles.
(1) The main process of newcomer registration: open the App, and with curiosity about newcomers, click on the new user block and select the old users. The system immediately pushed me a lot of small problems that need to be solved urgently (novice, understand, these problems are all reflected in the form of a problem and a picture). After screening, I found a new user problem that I was very interested in. The number of comments and likes is not very high, but it doesn't matter. Let me answer your question. (Zhihu, click Get √ to watch the live broadcast. )
Text interaction process and object: open the App > click on the new user block > click on the "old user" option > browse a series of problem summary maps pushed by the system > click on the interest map > start writing answers > automatically get the reward of Zhihu for helping new people.
(1) Summarize the main process: open the App. As a budding new user, naturally choose "budding new user" on the top label of the home page. The system immediately prompts that there are many big names ready to answer our questions, but there is nothing to ask for the time being. . However, there are many problems in page refresh. Click to have a look (they are all very popular recently, and the requirements for professional knowledge are not very high, but they involve a wide range of people and are pushed according to the interest fields filled in by users). I can answer them, go! (Zhihu got it, but not much)
Text interaction process and object: open the App > click the new user block > click the "new user" option > find many questions (high heat, low difficulty, wide coverage, great interest) > click to look closely > answer.
Use words and charts to express the functional structure
Overview of the bottom module: home page, idea, university, notice, mine.
1. Home page: attention, recommendation, hot list, video, new users.
1. 1 Follow: Displays the recent answers of people who follow alone.
1.2 recommendation: the system automatically pushes according to the browsing records.
1.3 Hotlist: List the hottest topics.
1.4 video: the screened answers with video content.
1.5 new users: you can choose your own identity, outline the problem, and help newcomers to integrate quickly.
2. Idea: (that is, Weibo and Friends Circle 0.0)
3. University: (similar to Netease Cloud Classroom)
4. Notification: private messages, various system notifications.
5. Mine: personal bookcase, browsing records, my collection, system settings, feedback and help.
5. 1 personal bookcase: a summary of articles browsed in the form of books, which is organized by the system and includes memos.
5. 1. 1 memo: record your own gains, upload and share them, and expand your circle of friends.
5.2 Omission
5.3 My Collection: Collect answers, topics, columns, etc.
5.4 Omission
5.5 Omission
Content: For the first time, a professional course has coded so many words, and arranged his "mental journey" from beginning to end in a clear logical order. In the process of analyzing and disassembling the APP, whether it is to find its core idea or to think about its target emotion, whether it is the user experience/scene design after thinking or to describe the idea in concise sentences, it is unheard of and has benefited a lot. I see, I will try more.
Formally: the most comfortable and relaxed classroom atmosphere allows us to arrange the indicators of each stage reasonably according to our own progress. At the same time, the teacher encourages students to go to the stage to explain, further sort out their own ideas and give cordial and patient guidance. I really appreciate the teacher's teaching.