2019年微博用户画像

by Yisroel Yakovson

通过伊斯洛尔·雅科夫森

2019年您需要了解的有关用户的信息 (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!

在过去几年中，用户发生了很大变化。我们程序员可能在此领域需要克服文化差异。如果您想加入并保留用户，那么最好做到这一点！

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.

在过去的一个月中，我有机会与实际用户合作。我的团队正在构建用于创建网络应用的工具。一个月前，我在Alpha中发布了一个简单的Web应用程序。

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.

我首先加入了我认识的10个用户。实际上，我们一起创建了社区中的事件日历。该平台的目标是简化我们以前一直在做的事情。我知道他们会同情的。

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.

但是他们没有跟进。一开始，我对自己所缺乏的兴趣感到沮丧和侮辱。然后，我得知许多人实际上感到兴奋和支持。问题是我没有遵循当今用户的三个黄金法则。如果您不遵循这些规定，您将在2019年迷路。

(1)没有搜索 ((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.

并不是用户懒惰。搜索肌肉萎缩的更多。每当您希望他们做某事时，人们都需要一个链接。

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”.

我向某人发送了一些消息，请他们继续输入数据。当我最终给他打电话时，他告诉我他没有“拥有”。

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.

起初我听不懂。有什么 ?? 他解释说，他不知道如何回到现场。在我看来，这很奇怪，因为我在较早的邮件中给了他链接。

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:

这是一种文化鸿沟：开发人员一直在搜索，但普通用户根本不搜索。您可以观察到用户如何回到访问站点的历史记录中的三个阶段：

People once stored “Favorites” in their browsers. Power users also scanned their history.
人们曾经在他们的浏览器中存储了“收藏夹”。高级用户还扫描了他们的历史记录。
Searching replaced “Favorites”. Google’s search algorithm optimized the weighting of visited sites against new hits. What we had in mind popped up magically.
搜索替换的“收藏夹”。 Google的搜索算法针对新的点击量优化了访问网站的权重。我们所想到的神奇地弹出了。
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对链接的期望。编写良好的应用程序不再等待用户回来，而是伸出手将他们拉回。没有链接，许多用户无法访问您，无论他们之前访问过多少次。

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.

我不明白为什么人们不断要求我再次发送电子邮件。然后我发现要求他们搜索过去的电子邮件是我的冒昧。如果他们知道的话，他们可能不记得怎么做。我最希望看到的是用户可以在屏幕上向前或向后滚动。

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.

我发现，如果我发送的链接已经填写了所有字段，则它们将转换。因此，我告诉他们这是一个“捷径”，并在链接中使用参数作为字段值。我们计划构建一个“邀请”功能，以帮助用户以这种方式加入其他用户。

(2)不读书 ((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.

我一直在发送解释性消息。但是我的用户会问我我已经解释了什么。起初，我怀疑是严重的恐惧心理或缺乏智力。然后我意识到他们正在忽略我的话，然后单击链接。

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.

您还记得一年级时学习过可怕的“单词问题”吗？我们大多数人都忽略了这些单词并加了数字。它在最初的几个月中一直有效，直到一些问题开始需要扣除为止。想象一下，您的用户处于一年级，那么您应该没事。

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

同样，这是文化鸿沟。我们的开发人员必须阅读很多东西，但不要期望其他人会阅读东西。

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.

看着人们在公共汽车上的电话。他们快速扫描提要，并偶尔发出简短回应。如今，用户只需花几个基本单词就可以发短信，这在电话上实在是太痛苦了。此外，他们知道接收者反正不会阅读前几个单词。

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”.

某人必须发布原始材料。也许是老一辈更坚强的支持者。无论他们是谁，他们都知道，如果没有图像，它必须简短。其他所有人都在转发东西或单击“赞”。

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年前的一位专家告诉我，平均用户注意力跨度为2秒。但这就是今天的古老历史。我认为是半秒钟。这可能是世界从Facebook过渡到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.

我们的团队通过重建我们的数据输入界面做出了回应。用户现在一次输入一个项目列表，仅此而已。可悲的是，我们的用户失去了一层复杂的分组。但是，这花了整整几秒钟来学习，这违反了第二条黄金法则。

(3)没有反馈 ((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.

那些喜欢抱怨的老客户心烦意乱，怎么了？答案是没有人会在意更多的抱怨。用户甚至都不会试图找出问题所在。在两秒钟之内，他们已经忘记了您，就好像您是一条推文一样。

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.

同样，这里存在文化鸿沟。我们的开发人员往往是一群积极主动的人。但是大多数人不是。实际上，大多数人在我打电话之前不会回答问题。

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，我个人认识我的前十位Alpha用户。这使我陷入了不追踪的错误。我刚刚给他们发送了电子邮件。我不明白为什么我没有收到他们的注册通知。我以为他们把我吹走了。

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:

事实证明，大多数人都试图注册。由于他们的互联网过滤器，出现了一个技术问题，没有人愿意告诉我。实际上，即使我跟进，他们也不会自己提供太多反馈。我们继续重复这些步骤：

We change something
我们改变一些东西
I ask them to try it until they do.
我请他们尝试一下，直到他们这样做为止。
I contact them again and ask them what went wrong.
我再次与他们联系，询问他们出了什么问题。

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

现在，无论何时与用户交谈，我首先要问的是是否存在任何问题。

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

我们计划添加一个帮助按钮。但是我怀疑很多人会推动它。对他们有什么用？

带走 (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，一个古老的真理仍然存在：客户永远是对的。实际上，现在情况比以往任何时候都更加重要，因为用户将在心跳中消失。

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，我们最好面对事实。上面的三个黄金法则描绘了一个清晰的画面。您的用户不会记住过去，也不会考虑未来。即使在目前，他们为您提供服务的经验也没有关系。充其量是一种习惯。毫无疑问，硅谷对于试图“使人上瘾”是开放而毫不羞耻的。

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年体验UX(用户体验)？将界面视为一系列单击决定。一次仅一个链接，字段或按钮。您只有一项工作：让他们单击它。