1. 1 {Why this study is needed, current project environment trend}

Video applications are becoming more and more popular in the current Internet era. Paying attention to user experience is not only conducive to improving users' evaluation of the software itself, but also conducive to improving the quality of software design and development, and can have a clearer design idea, thus ensuring a good development direction of software design and development.

1.2 {How to do this research}

Collect data, analyze data

1.3 {What data is used to verify your method}

Collecting and quoting media big data from authoritative data source websites can be a more authentic and credible verification method.

1.4 {What is the conclusion of the study}

The design and development of products should start from users, think what users think, do what users think, regard themselves as customers, and take being able to touch themselves as the minimum requirements.

1.5 {What is the significance of the conclusion to the theory and practice of this project}

Objective: According to the analysis and investigation of competing products, to understand the overall situation of the industry and the core advantages of competing products, and to give iterative suggestions on products and operations in combination with the status quo of micro-vision.

1. 1 industry overview

Barrage video began to rise gradually in 2007, and barrage gave birth to a brand-new video viewing mode. Barrage video is a new interactive video, which originated in Japan and is deeply loved by young people, especially otaku. The audience can comment in time, communicate and interact, and experience a brand-new "tribal" movie-watching mode. It mainly displays ACG culture, and the content of barrage network is mainly animation, fans and spoofs, which is highly interactive and timely.

1.2 product overview

Bi Li, Bi Li, also known as "Mile Mile", is a well-known barrage video sharing station in China. At present, there are areas for traditional opera, national innovation, animation, music, dance, live broadcast, games, science and technology, life, ghosts and animals, fashion, entertainment, film and television. In addition to handling, there are many works created by colleagues and videos shared by them. The types and themes of the works cover short films, cartoons, covers, performances, house dances, game explanations, V-groups and so on.

1.3 analysis of competing products

The competitive product is Station A, which is AcFun.

Personal and friends' experiences: A made some efforts in various movies and TV series, because I searched for it many times, but A did. Some female friends who are light users in Bili Bili were quickly attracted by a large number of Korean dramas at Station A and became "battlefields".

1.3. 1 user data

Remarks: The following data are from Baidu Index 2020.2.25-2020.3.24.

Summary: Both users are concentrated in the relatively developed coastal provinces, and the top three cities with the largest number of ACG fans are Shanghai, Beijing, Guangzhou, Han, Chengdu and Nanjing. They are basically provincial capital cities, indicating that ACG fans are more concentrated in first-and second-tier cities. The main age is below 19 and 20~29, and their hobbies are similar, mainly games, movies, software, learning, information and so on.

2. 1 industry overview

Short Video Industry With the continuous upgrading of mobile phone products and the development of APP technology, short video shooting has high definition and strong functionality, and various mobile phone editing softwares emerge one after another, including some simple special effects used to make short videos, which makes users' experience richer and more popular. With the arrival of 5G technology, there is no speed limit, which brings more different experiences to users.

2.2 product overview

Tik Tok is a short video App focusing on the new generation of music creativity, which is provided to the dating community of young people. Show creative content in the form of shooting+music = short video, and the brand image is distinct. Aim at the first-and second-tier young people, adhere to the orientation of "fashion and trend", and create a short music video socialization of 15S.

2.3 Analysis of competitive products

Tik Tok's competitor Aauto Quicker Positioning is an application that can make short videos and share them with the public quickly. Aauto Quicker is a decentralized product, which allows everyone to speak freely and express themselves, without paying attention to stars, signing contracts with head users, and setting up lists of hot people and hot topics. Compared with the trend of Tik Tok and the positioning of young culture, Aauto Quicker has a wider target audience, and the content and theme of his creation are closer to the lives of ordinary people.

2.3. 1 user data

Age, sex and geographical distribution

Remarks: The following data comes from iResearch data Muser Tracker, February 2020.

Tik Tok:

Autopilot is faster:

Tiktok and Aauto Quicker

The male-female ratio is close to 1: 1, and the male-female ratio is 7: 10. Female users are slightly larger than male users, and the ratio of male to female users is close to 1: 1. Users under the age of 35 account for 83%, users under the age of 35 account for more than 90%, of which users under the age of 30 account for 67%, and users tend to be younger.

Summary: In Tik Tok and Aauto Quicker, the ratio of male to female is basically maintained at around 1: 1, and their users are mainly young users under 35 years old. In terms of geographical distribution, Tik Tok users are concentrated in coastal provinces with relatively developed economy, while users with fast Aauto are distributed in Hebei, with more users in Henan and fewer users in coastal provinces.

App analogy frame diagram:

1. Watch the simulation flow chart of live activities:

2.app user empathy map

1. 1 home page

After entering the homepage of the APP, the block is clear, and you can quickly find the type of drama and video you want to watch. The search interface page is located at the top, which well meets the needs of users. There will also be videos that users may be interested in according to the types of videos that users usually watch.

1.2 later.

This function is very user-friendly, which provides convenience for those users who are attracted by the title or cover and want to watch the video but have no time and leisure to watch it at that time. After adding a video to watch later, you just need to open the Watch Later list to find and watch the video.

1.3 video capture area

The system settings in the video capture area are all public by default. User scenario: I just want to see these collections myself. If you need to hide, you must click on the videos one by one and enter "Edit Favorites" to modify them. Personally, I think you can choose one-button setting, which will improve the user experience.

1.4 About watching

In most other video applications, non-members must watch the advertisement of 1 minute before watching the video, and there are many reasons for watching the video without advertisements. When watching video, we can set the player and barrage. As a bright spot, barrage has many categories, which can basically meet the demand. You can adjust the screen ratio and speed when playing, and the experience is great when watching.

1.5 barrage

The barrage is a highlight of the mile. If you want to send a barrage while watching a video, click "Send Barrage" at the bottom, and font size selection, up-down position on the screen and barrage color will appear. But sometimes the quality of some barrage is too poor, which affects video viewing and needs to be improved.

2. Tik Tok International Edition

2. 1 View interface

The viewing interface adopts the mode of "one-in-one" or "full-screen", which keeps the full screen regardless of sliding up and down, which increases the user's sense of immersion. There are also many convenient interactions, such as double-clicking like, switching up and down, long-press not interested, right-sliding into the author's personal interface, makeup, up and down, left and right, and long-press all have their interactions. The sharing function contains disinterest, which solves the problem that it is difficult for users to find a long press with the help of multiple portals, and also adds the function of saving dynamic wallpaper, so that users can still think of Tik Tok when they see the wallpaper after use, which is beneficial to users' retention.

2.2 shooting interface

Make a short video, 15 seconds of music combined with interesting special effects, exquisite filters, and multiple clips can be combined into a short video to achieve seamless connection of multiple scenes. Not only can you shoot live, but you can also upload clips. Finally, make a cool and creative music short video.

Advantages; The interface is simple and beautiful, covering a wide range, including national drama, national innovation, animation, music, dance, live broadcast, games, science and technology, life, ghosts and animals, fashion, entertainment, film and television, etc. The function is gradually more perfect, and it is more and more convenient to use. Users who follow fans and comics can receive updates in time. Its own advantages are not only more perfect and refined functions, but also higher quality and wider coverage of UGC content is the main focus of future growth.

Improvement: You can't project the mobile phone video onto the TV, so you can only stare at the mobile phone or computer screen. Barrage culture is a bright spot, but it also brings some problems, such as poor quality of some video barrage/video congestion, which affects the perception of video. Another point is that you can't search for the video you want to watch or the comics or TV dramas you want to watch have no copyright.

Advantages: the design is simple and clear, the color contrast is bright, the theme color is prominent, preconceived, the number of users is large, the network celebrity resources are rich, the business models have been realized, such as live broadcast, advertising realization, powerful headline recommendation algorithm mechanism, and the user psychology can be better grasped. Create explosion H5, cooperate with TV stations, etc. , create explosive topics, and combine popular IP to spread the screen. Provides a wealth of audio tracks to choose from. At the same time, if you are interested in a piece of music, you can click in and have the option to shoot the same piece, so that users can create the same music after inspiration. Rich special effects and filters are provided, which enhances the interest of the video without increasing the difficulty of shooting, and is beneficial to creation to a certain extent. There are corresponding topics to guide people to create corresponding works under hot topics.

Improvement: The video loading speed may be stuck and unsmooth due to the influence of network speed, which will affect the use effect. The quality of some comments in the video comment area is poor, which affects the viewing effect. The short video soundtrack is too simple, and it will be a bit boring to listen to it too much. The user experience is not perfect, for example, the video lacks controllability, the sharing channel is cut off by WeChat, and the content homogeneity is serious.