途虎養車三個創始人

by Henry

通過亨利

3個來自非常規創始人的獲獎技術和產品見解 (3 Winning Technology & Product Insights from WeChat’s unconventional founder)

Intro: The writer is a current PM@LinkedIn. Formerly he worked as a growth engineer @Facebook. he spends~5 hours on average daily using/thinking about messaging & social apps (WeChat, LinkedIn, FB, Kik, Telegram, etc.)

簡介 ：作者是當前的PM @ LinkedIn。 他曾擔任@Facebook的增長工程師。 他平均每天花費約5個小時使用/思考消息和社交應用(微信，LinkedIn，FB，Kik，Telegram等)

?Also published on LinkedIn: https://www.linkedin.com/pulse/3-unique-technology-product-insights-from-wechats-founder-henry-yan/?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base%3BSjGR8JWIS6SnFeYjDhDHqg%3D%3D

在領英( LinkedIn)上發布的某項LSO ：h ttps：//www.linkedin.com/pulse/3-unique-technology-product-insights-from-wechats-founder-henry-yan/？lipi = urn％3Ali％3Apage％3Ad_flagship3_profile_view_base ％3BSjGR8JWIS6SnFeYjDhDHqg％3D％3D

In the ever-evolving world of messaging and social apps, WeChat has seen unprecedented success.

在不斷發展的消息傳遞和社交應用程序世界中， 微信取得了空前的成功。

It has surpassed 1 Billion MAU (monthly active users). It is regarded as the “operating system” for mobile users in Asia, with thousands of use cases — booking hotels/flights/movies, and managing assets, to name a few.

它已超過10億MAU(每月活躍用戶)。 它被視為亞洲移動用戶的“操作系統”，有成千上萬個用例，例如預訂酒店/航班/電影以及管理資產。

When my friends outside Asia ask me why WeChat is so successful in China, my usual reply is: “if you try living in China for more than two weeks, you’ll find yourself inseparable from WeChat.”

當我在亞洲以外的朋友問我為什么微信在中國如此成功時，我通常的回答是：“如果您在中國生活超過兩個星期，就會發現自己與微信密不可分。”

To present more concrete insights behind WeChat’s success, I found it instrumental to study the very creator of WeChat: 張小龍 (Allen Zhang, the literal Chinese meaning is “small dragon”). If you’re interested in technology and problem-solving in general, many of his insights on product management and tech will probably be of interest to you.

為了提供有關微信成功的更多具體見解，我發現研究微信的創造者：張小龍(張艾倫，中文字面意思是“小龍”)很有用。 如果您總體上對技術和解決問題感興趣，那么他對產品管理和技術的許多見解可能會引起您的興趣。

Allen is an introvert and computer geek. Some people have joked online that it’s “fascinating how a man who himself isn’t super sophisticated at communication built one of the most successful communication/messenger products”

艾倫(Allen)是一個性格內向的計算機專家。 有人在網上開玩笑說，“這令人著迷，他本人并不精通通信，是最成功的通信/信使產品之一”

Allen started his career as an engineer, and later became a product manager. He founded an email software startup, Foxmail, which was acquired by Tencent.

艾倫的職業生涯始于工程師，后來成為產品經理。 他創立了一家電子郵件軟件初創公司Foxmail ，該公司被騰訊收購。

I want to share some of the top themes I came across after reading his posts and speeches. Each theme comes with a feature or product that best exemplifies it.

我想分享我在閱讀他的帖子和演講后遇到的一些主題。 每個主題都帶有最能體現其特色的功能或產品。

1.少即是多。 簡單導致美麗。 (1. Less is more. Simplicity leads to beauty.)

( 少即是多。 簡單就是美。)

(少即是多。簡單就是美。)

示例：“搖動”作為搜索和發現的網關 (Example: “Shake” as a gateway to Search & Discovery)

To illustrate the importance of simplicity, Allen once drew the following physics analogy:

為了說明簡單性的重要性，艾倫(Allen)曾作過以下物理類比：

Physicists state that our law of the universe is very simple. If the law of the universe is simple, why do we complicate features?物理學家指出，我們的宇宙定律非常簡單。 如果宇宙定律很簡單，為什么我們會使特征復雜化？

Reducing cognitive load and making the UI (user interaction) intuitive has served WeChat well.

減少認知負擔并使UI(用戶交互)直觀可見，已經很好地服務了微信。

“Shake” (搖一搖) is a prominent example. The UI is extremely minimalistic with no text or UI to start with. To use the feature, you just physically shake the phone. It helps the user discover friends who’re shaking simultaneously, and extends to other use cases such as off-line business purchases and even collecting red packets (free money, 紅包)。All you do is shake.

搖一搖(Shake)是一個突出的例子。 UI非常簡約，沒有任何文本或UI開頭。 要使用此功能，您只需物理搖動手機即可。 它可以幫助用戶發現同時發抖的朋友，并擴展到其他用例，例如脫機業務購買甚至收集紅包(免費錢，紅包)。 您要做的就是發抖。

People used shake 810 million times in 1 minute during Spring Gala 2013 for audiences to collect red packets. This feature went viral, because shaking is physically visible. Everyone else sees you using it, and it spurs their curiosity.

在2013年Spring晚會上，人們在1分鐘內晃動了8.1億次，以使聽眾收集紅包。 由于震動在物理上是可見的，因此此功能具有病毒性。 每個人都看到您使用它，這激發了他們的好奇心。

This feature also extends to offline search and discovery, combined with iBeacon and Bluetooth technology. Users can easily find restaurants, exhibits, museums, and clothing stores nearby via this feature.

結合iBeacon和藍牙技術，此功能還擴展到脫機搜索和發現。 用戶可以通過此功能輕松找到附近的餐館，展覽館，博物館和服裝店。

For example, at a plaza, you can shake in WeChat to discovery nearby stores and get rewarded with coupons and deals — this has been a killer monetization use case.

例如，在廣場上，您可以在微信中搖晃以發現附近的商店，并獲得優惠券和交易的獎勵-這是一個致命的貨幣化用例。

It is truly fascinating how a feature with such minimalistic UI and design elements has been so widely successful. As Allen puts it:

真正令人著迷的是具有如此簡約的UI和設計元素的功能如何如此廣泛地成功。 正如艾倫所說：

If a feature needs lengthy text explanation the design of the feature has already failed.

如果某個功能需要冗長的文字說明，則該功能的設計已經失敗。

Simplicity has been the key to this feature’s success.

簡單性是該功能成功的關鍵。

2.人們貪婪，愛隨機，可變的獎勵。 快節奏的功能。 (2. People are greedy and love random, variable rewards. Pleasure beats features.)

(用戶是貪心的，人類對隨機，可變獎勵上癮。 “爽”勝過功能。)

(用戶是貪心的，人類對隨機，可變獎勵上癮。“爽”勝過功能。)

示例：游戲化的紅包 (Example: Red Packet with gamification)

From a neuroscience perspective, human brains can not resist variable rewards. These rewards induce dopamine in our brains and create habits. Tristan Harris from TimeWellSpent has compared sticky apps that have variable rewards to slot machines in casinos. They create the same type of intermittent variable awards.

從神經科學的角度來看，人的大腦無法抵抗可變的報酬。 這些獎勵會在我們的大腦中誘發多巴胺并養成習慣。 來自TimeWellSpent的 Tristan Harris比較了具有可變獎勵的粘性應用程序給賭場中的老虎機。 它們創建相同類型的間歇變量獎勵。

Allen Zhang and WeChat have taken this psychological device to unprecedented heights to optimize retention and hook people’s attention. Red packet (紅包) is a prominent example.

張艾倫(Allen Zhang)和微信(WeChat)將這種心理裝置帶到了前所未有的高度，以優化保持力并吸引人們的注意力。 紅包(Red pack)是一個突出的例子。

In essence, it functions as a P2P (peer-to-peer) money transfer feature with gamification. The feature is also deeply rooted in the Chinese culture where people send red packets for celebratory and appreciative purposes.

從本質上講，它具有游戲化的P2P(對等)轉賬功能。 該功能還深深植根于中國文化中，人們為了慶祝和欣賞目的而發送紅包。

688 million red packets were sent on WeChat on Chinese New Year’s eve in 2018.

2018年春節前夕，微信發送了6.88億個紅色數據包。

Users send a red packet of amount “x” to a group, creating a race for others to click and claim the monetary reward. Here’s the catch: you can specify that only the first “x” users get the reward, and the amounts are randomized.

用戶向小組發送了一個紅色的“ x”小包，從而使其他人爭分奪秒地爭奪金錢獎勵。 這就是要注意的問題：您可以指定只有前“ x”個用戶獲得獎勵，并且金額是隨機的。

This induces huge amounts of FOMO (fear of missing out) and uncertainty about the variable rewards among the group.

這會引起大量的FOMO(害怕錯過)，并導致群體間可變獎勵的不確定性。

The variable reward trio is satisfied — tribe (group members feel connected), hunt (a speed competition is created), and self (generates a feeling of accomplishment).

可變的獎勵三人得到滿足-部落(團隊成員感到聯系)，狩獵(創建速度競賽)和自我(產生成就感)。

In the Hook Canvas Model, the corresponding action is extremely simple: you click on the rich-attachment of the redpacket, and the trigger is a notification that the red packet has been sent.

在Hook Canvas模型中，相應的操作非常簡單：單擊redpacket的Rich-attachment，觸發是紅色數據包已發送的通知。

Variable reward does the rest — competing to claim the red packet and receiving a randomized monetary reward induces dopamine and pleasure among users. This made red packet an unstoppable feature. It leaves the users feeling accomplished and always wanting more.

其余部分則采用可變獎勵-爭奪紅包并獲得隨機的金錢獎勵會在用戶中引起多巴胺和愉悅感。 這使紅包成為不可阻擋的功能。 它使用戶感到滿意，并且總是想要更多。

3.用戶在微信上花費了太多時間。 好的產品表現為“實現您的需求并隨心所欲”。 (3. Users are spending too much time on WeChat. A good product manifests “achieve what you need and be on your way.”)

微信占用用戶太多時間，好產品應該 ”用完即走” 。

微信占用用戶太多時間，好產品應該“用完即走”。

示例：小程序和聊天機器人 (Examples: Mini-programs and chatbots)

This is the most counter-intuitive piece. Allen thinks the ideal software products should let the users achieve their goals with the minimum amount of effort and time spent, without lingering too long in the app.

這是最違反直覺的作品。 Allen認為，理想的軟件產品應使用戶以最少的工作量和所花費的時間來實現自己的目標，而不必在應用程序中停留太長時間。

“Achieve what you need and be on your way” (用完即走) means that users shouldn’t spend too much attention and energy on screen. And they should move on to other important things in their lives, like spending time with family and other productive tasks.

“用完即走”(滿足您的需求并按自己的方式行事)意味著用戶不應在屏幕上花費過多的精力和精力。 他們應該繼續生活中其他重要的事情，例如花時間處理家庭事務和其他生產任務。

This concept was first brought up when WeChat introduced the “Mini program” (小程序), a highly anticipated feature. It allows users to access any app experience by a third party within WeChat without downloading that app.

當微信推出備受期待的功能“小程序”時，就首次提出了這一概念。 它允許用戶訪問第三方在微信中的任何應用程序體驗，而無需下載該應用程序。

For example, users can use the mini-program of JD.com (Chinese e-commerce giant) to purchase goods, and rent Mobike/Ofo bikes, all within WeChat. You can also watch Game of Thrones directly from the mini-program by Tencent Videos within WeChat.

例如，用戶可以使用JD.com (中國電子商務巨頭)的小程序在微信中購買商品并租借Mobike / Ofo自行車。 您也可以直接從微信內的騰訊視頻迷你程序觀看《權力的游戲》。

This makes WeChat an operating system for all kinds of use cases. It’s a veritable Swiss army knife of utility features.

這使得微信成為適用于各種用例的操作系統。 這是名副其實的實用工具瑞士軍刀。

Here’s the catch:

這是要抓住的地方：

微信不向用戶推廣任何小程序，幾乎不允許小程序發送任何推送通知。 (WeChat does not promote any mini-programs to users, and barely allows mini-programs to send any push notifications.)

To access mini-programs, users have to discover them organically on their own accord: either by scanning a QR code or searching on their own.

要訪問小程序，用戶必須根據自己的意愿有機地找到它們：通過掃描QR碼或自行搜索。

When it comes to push notifications, WeChat only allows the very minimum by mini-programs (only payment confirmation and if the users have used it within 7 days). The same philosophies apply to WeChat official accounts, also known as chatbots.

當涉及到推送通知時，微信僅允許通過迷你程序提供最小限度的通知(僅付款確認，并且如果用戶在7天內使用過)。 同樣的觀念也適用于微信官方賬戶，也稱為聊天機器人。

當用戶三個月沒有使用聊天機器人帳戶時，微信甚至會提示取消訂閱/取消關注(社交應用中幾乎聞所未聞)。 (When users haven’t engaged with a chatbot account for 3 months, WeChat even promotes unsubscribe/unfollow (almost unheard-of in social apps).)

This has helped users cleaned up their contact list and improve the signal-to-noise ratio on WeChat significantly. I love this feature, because it prioritizes real value (quality feed and more relevant content) over traditional metrics (volumes and quantities).

這幫助用戶清理了他們的聯系人列表，并顯著提高了微信上的信噪比。 我喜歡這個功能，因為它比傳統的指標(數量和數量)優先考慮實際價值(優質的飼料和更相關的內容)。

In this attention-deficit and clickey world, Allen and WeChat took a stance to give users more freedom. They let them choose when to use the app without creating too much “pull.”

在這個注意力匱乏和棘手的世界中，Allen和微信采取了為用戶提供更多自由的立場。 他們讓他們選擇何時使用該應用程序，而不會產生過多的“拉動”。

Research shows users have been spending north of 4 hours per day on their smartphones. I personally have used 20+ mini-programs and subscribe to 150+ chatbot accounts: all of which are vying for their users’ attention.

研究表明，用戶每天在智能手機上的花費超過4個小時。 我個人使用了20多個微型程序，并訂閱了150多個聊天機器人帳戶：所有這些都在爭奪用戶的關注。

I can hardly imagine what would happen if WeChat allowed them to freely send notifications, post banners, and use alerts. Users would constantly get distracted by notifications, most of which would likely be noise. Their attention and daily productivity would take a considerable hit.

我很難想象，如果微信允許他們自由發送通知，張貼橫幅和使用警報，將會發生什么。 用戶會經常被通知分散注意力，其中大部分可能是噪音。 他們的注意力和日常生產力將遭受重大打擊。

Achieve what you need and be on your way 用完即走 (to other important things in your life) is perhaps one of the most controversial yet profound value propositions for a software product. The question comes down to the debate of metrics vs. real user value. WeChat has been praised for making the experience lighter and reducing the tools to the very essential.

實現需要的東西并按自己的方式行事(對于生活中的其他重要事物)可能是軟件產品最具爭議性但意義深遠的價值主張之一。 問題在于度量與實際用戶價值之間的爭論。 微信使體驗變得更輕松，并將工具縮減為非常必要的功能而受到贊譽。

If your product is good enough, users will come back on their own — you don’t need to pull them back.— Allen.

如果您的產品足夠好，用戶將自己回來—您不需要拉回他們。—艾倫。

I formerly worked as a growth software engineer at Facebook. On average I spend about five hours daily using or thinking about different messaging and social apps such as WeChat, LinkedIn, Facebook, Telegram and Signal.

我以前在Facebook擔任增長軟件工程師。 我平均每天花費大約五個小時來使用或考慮不同的消息傳遞和社交應用程序，例如微信，LinkedIn，Facebook，Telegram和Signal。

What are your experiences/opinions about WeChat or other interesting messaging or social apps? I would love to hear more. Feel free to comment below!

您對微信或其他有趣的消息傳遞或社交應用有何經驗/看法？ 我希望聽到更多。 請在下面發表評論！

This article will also be shared on LinkedIn.

本文還將在LinkedIn上共享。

翻譯自: https://www.freecodecamp.org/news/winning-technology-insights-from-wechats-unconventional-founder-1fbc2483064c/

途虎養車三個創始人

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