2019年微博用戶畫像

by Yisroel Yakovson

通過伊斯洛爾·雅科夫森

2019年您需要了解的有關用戶的信息 (What You Need to Know About Your Users in 2019)

Users have changed a lot in the last few years. We programmers may have a culture gap to overcome in this area. If you want to onboard and keep users, you’d better get this straight!

在過去幾年中，用戶發生了很大變化。我們程序員可能在此領域需要克服文化差異。如果您想加入并保留用戶，那么最好做到這一點！

I’ve had the opportunity to work with real users in the past month. My team is building a tool for creating web apps. I released a simple web app in alpha a month ago.

在過去的一個月中，我有機會與實際用戶合作。我的團隊正在構建用于創建網絡應用的工具。一個月前，我在Alpha中發布了一個簡單的Web應用程序。

I started by onboarding 10 users that I knew personally. In fact, together we create calendars of events in our community. The goal of the platform is to simplify what we had been doing manually. I knew that they would be sympathetic.

我首先加入了我認識的10個用戶。實際上，我們一起創建了社區中的事件日歷。該平臺的目標是簡化我們以前一直在做的事情。我知道他們會同情的。

But they did not follow through with the onboarding. At first, I felt frustrated and insulted by what I assumed was a lack of interest. Then I learned that many were actually excited and supportive. The problem is that I was not following three golden rules for today’s users. If you don’t follow these, you’re lost in 2019.

但是他們沒有跟進。一開始，我對自己所缺乏的興趣感到沮喪和侮辱。然后，我得知許多人實際上感到興奮和支持。問題是我沒有遵循當今用戶的三個黃金法則。如果您不遵循這些規定，您將在2019年迷路。

(1)沒有搜索 ((1) No Searches)

It’s not that users are lazy. It’s more that search muscles have atrophied. People need a link any time you want them to do something.

并不是用戶懶惰。搜索肌肉萎縮的更多。每當您希望他們做某事時，人們都需要一個鏈接。

I sent a few messages to someone to follow through with entering data. When I finally called him, he told me that he didn’t “have it”.

我向某人發送了一些消息，請他們繼續輸入數據。當我最終給他打電話時，他告訴我他沒有“擁有”。

At first I didn’t understand. Have what?? He explained that he didn’t know how to get back to the site. That seemed weird to me, because I’d given him links in earlier messages.

起初我聽不懂。有什么 ?? 他解釋說，他不知道如何回到現場。在我看來，這很奇怪，因為我在較早的郵件中給了他鏈接。

Here’s a culture gap: developers search all the time, but normal users don’t at all. You can observe three phases in the history of how users have found their way back to visited sites:

這是一種文化鴻溝：開發人員一直在搜索，但普通用戶根本不搜索。您可以觀察到用戶如何回到訪問站點的歷史記錄中的三個階段：

People once stored “Favorites” in their browsers. Power users also scanned their history.
人們曾經在他們的瀏覽器中存儲了“收藏夾”。高級用戶還掃描了他們的歷史記錄。
Searching replaced “Favorites”. Google’s search algorithm optimized the weighting of visited sites against new hits. What we had in mind popped up magically.
搜索替換的“收藏夾”。 Google的搜索算法針對新的點擊量優化了訪問網站的權重。我們所想到的神奇地彈出了。
Today, update push notifications have built the expectation of a link. A well-written app no longer waits for the user to come back — it reaches out and pulls them back. Many users can’t find their way back to you without the link, no matter how many times they’ve visited before.
今天，更新推送通知已建立了對鏈接的期望。編寫良好的應用程序不再等待用戶回來，而是伸出手將他們拉回。沒有鏈接，許多用戶無法訪問您，無論他們之前訪問過多少次。

I couldn’t understand why people kept asking me to send emails again. Then I figured out that it’s presumptuous of me to ask them to search for a past email. They probably don’t remember how, if they ever knew. The most I can hope for is that a user will scroll forward or back by a screen.

我不明白為什么人們不斷要求我再次發送電子郵件。然后我發現要求他們搜索過去的電子郵件是我的冒昧。如果他們知道的話，他們可能不記得怎么做。我最希望看到的是用戶可以在屏幕上向前或向后滾動。

I’ve figured out that if I send a link with all the fields filled out already then they’ll convert. So I tell them that it’s a “shortcut” and use parameters in the link for the field values. We plan to build an “invite” feature to help users to onboard others that way.

我發現，如果我發送的鏈接已經填寫了所有字段，則它們將轉換。因此，我告訴他們這是一個“捷徑”，并在鏈接中使用參數作為字段值。我們計劃構建一個“邀請”功能，以幫助用戶以這種方式加入其他用戶。

(2)不讀書 ((2) No Reading)

I kept sending messages of explanation. But my users would ask me what I’d already explained. At first, I suspected severe technophobia or lack of mental ability. Then I realized that they were ignoring my words and clicking on the link.

我一直在發送解釋性消息。但是我的用戶會問我我已經解釋了什么。起初，我懷疑是嚴重的恐懼心理或缺乏智力。然后我意識到他們正在忽略我的話，然后單擊鏈接。

Do you remember learning math in first grade, with the dreaded “word problems?” Most of us ignored the words and added up the numbers. It worked for the first few months, until some problems started to require subtraction. Imagine that your user is in that first grade class and you should be alright.

您還記得一年級時學習過可怕的“單詞問題”嗎？我們大多數人都忽略了這些單詞并加了數字。它在最初的幾個月中一直有效，直到一些問題開始需要扣除為止。想象一下，您的用戶處于一年級，那么您應該沒事。

Again, it’s a culture gap. We developers have to read a lot, but don’t expect others to read a thing.

同樣，這是文化鴻溝。我們的開發人員必須閱讀很多東西，但不要期望其他人會閱讀東西。

Watch people on their phones on the bus. They scan feeds rapidly and fire off occasional brief responses. Users today don’t bother to text more than a few essential words — too much of a pain on a phone. Besides, they know that their recipients won’t read more than the first few words anyway.

看著人們在公共汽車上的電話。他們快速掃描提要，并偶爾發出簡短回應。如今，用戶只需花幾個基本單詞就可以發短信，這在電話上實在是太痛苦了。此外，他們知道接收者反正不會閱讀前幾個單詞。

Someone somewhere must be posting original material. Maybe they’re a holdout from an older, stronger generation. Whoever they are, they’ve figured out that it’s got to be brief if not an image. Everyone else is forwarding things or clicking on “Like”.

某人必須發布原始材料。也許是老一輩更堅強的支持者。無論他們是誰，他們都知道，如果沒有圖像，它必須簡短。其他所有人都在轉發東西或單擊“贊”。

An expert told me 3 years ago that the average user attention span is two seconds. But that’s ancient history today. I think it’s a half second. This could be a symptom of the world transitioning from Facebook to Pinterest.

3年前的一位專家告訴我，平均用戶注意力跨度為2秒。但這就是今天的古老歷史。我認為是半秒鐘。這可能是世界從Facebook過渡到Pinterest征兆。

Our team responded by rebuilding our interface for data entry. The user now enters a list of items one at a time and nothing more. Sadly, our user has lost a layer of sophisticated groupings. But it would’ve taken a few complete seconds to learn, violating the second golden rule.

我們的團隊通過重建我們的數據輸入界面做出了回應。用戶現在一次輸入一個項目列表，僅此而已。可悲的是，我們的用戶失去了一層復雜的分組。但是，這花了整整幾秒鐘來學習，這違反了第二條黃金法則。

(3)沒有反饋 ((3) No Feedback)

Whatever happened to the good old disgruntled customers who loved to complain? The answer is that nobody cares enough to complain any more. Users don’t even try to figure out what’s wrong. In two seconds they’ve forgotten you, as if you were a tweet.

那些喜歡抱怨的老客戶心煩意亂，怎么了？答案是沒有人會在意更多的抱怨。用戶甚至都不會試圖找出問題所在。在兩秒鐘之內，他們已經忘記了您，就好像您是一條推文一樣。

Again, there’s a culture gap at work here. We developers tend to be a proactive bunch. But most people aren’t. In fact, most won’t answer questions until I call.

同樣，這里存在文化鴻溝。我們的開發人員往往是一群積極主動的人。但是大多數人不是。實際上，大多數人在我打電話之前不會回答問題。

I know my first ten alpha users personally, as I mentioned. That lulled me into the mistake of not tracking. I just sent them an email. I couldn’t understand why I was not receiving notification of their registrations. I assumed that they’d blown me off.

如前所述，我個人認識我的前十位Alpha用戶。這使我陷入了不追蹤的錯誤。我剛剛給他們發送了電子郵件。我不明白為什么我沒有收到他們的注冊通知。我以為他們把我吹走了。

It turns out that most of them tried to register. There was a technical problem, due to their internet filters, and nobody bothered to tell me. In fact, even when I follow up, they don’t offer much feedback on their own. We keep repeating these steps:

事實證明，大多數人都試圖注冊。由于他們的互聯網過濾器，出現了一個技術問題，沒有人愿意告訴我。實際上，即使我跟進，他們也不會自己提供太多反饋。我們繼續重復這些步驟：

We change something
我們改變一些東西
I ask them to try it until they do.
我請他們嘗試一下，直到他們這樣做為止。
I contact them again and ask them what went wrong.
我再次與他們聯系，詢問他們出了什么問題。

The first thing I now ask whenever I talk to a user is if there have been any problems.

現在，無論何時與用戶交談，我首先要問的是是否存在任何問題。

We plan to add a help button. But I’m skeptical that many will push it. What’s in it for them?

我們計劃添加一個幫助按鈕。但是我懷疑很多人會推動它。對他們有什么用？

帶走 (Takeaway)

One ancient truth remains even today: the customer is always right. In fact, it’s more so now than ever, because users will vanish in a heartbeat.

直到今天，一個古老的真理仍然存在：客戶永遠是對的。實際上，現在情況比以往任何時候都更加重要，因為用戶將在心跳中消失。

So, we’d better face facts. The three golden rules above paint a clear picture. Your user remembers nothing from the past and doesn’t think about the future. And even in the present, their experience of your service is not a relationship. At best, it’s a habit. It’s no wonder that Silicon Valley is open and unashamed about trying to “addict” people.

因此，我們最好面對事實。上面的三個黃金法則描繪了一個清晰的畫面。您的用戶不會記住過去，也不會考慮未來。即使在目前，他們為您提供服務的經驗也沒有關系。充其量是一種習慣。毫無疑問，硅谷對于試圖“使人上癮”是開放而毫不羞恥的。

So how do you approach UX (User Experience) in 2019? Think of the interface as a series of single click decisions. Just one link, field or button at a time. You have only one job: get them to click it.

那么您如何在2019年體驗UX(用戶體驗)？將界面視為一系列單擊決定。一次僅一個鏈接，字段或按鈕。您只有一項工作：讓他們單擊它。