Dry goods

Short video has become the hottest track in recent years. Tik Tok, Aauto Quicker, Cat Cake, VUE, Small Card Repair, Volcano and other unique players have appeared. Backed by today's headlines, the hip-hop craze in China and the powerful video editor, Tik Tok has a good hand. In this paper, I will open a brain hole, and from the perspective of product design, talk about how Tik Tok can lower the user's use threshold and fully tap the potential of its powerful video editor.

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On September 26th, I participated in the recruitment of Tencent in Beijing and talked to the interviewer about Tik Tok. I said, "In order to reduce the learning cost of users, Tik Tok specially designed a tutorial for making video with page display." The interviewer was very interested and asked me, "If you were the product manager of Tik Tok, how would you design a mechanism to reduce the learning cost of users?" At that time, I was forced to dig a big hole for myself, and the answer was wrong. As you can imagine, I hung up.

Although I hung up, the question asked by the interviewer has been lingering in my mind. So I seriously regard myself as the product manager of Tik Tok, and try to design the product function of Tik Tok from the perspective of "reducing the learning cost of users". The whole thinking process is shown in the following figure:

I first dismantled the composition of learning cost. In the process of learning, users will always encounter a series of problems, and as product managers, we must disassemble this series of problems, and then gradually optimize the whole learning process by breaking them one by one.

According to my disassembly, the composition of learning cost is as follows: Is the user willing to learn? Do users have tutorials? Can users get help from others? Can users get feedback during the learning process? Is the user's learning style scientific? How long does the user study, and so on. Details are shown in the figure below.

As a graduate student, I have studied for 18 years from primary school to now. Years of experience tell me that there are three key factors that determine the learning effect: whether there are high-quality tutorials, whether you can get help from experts, and whether you can get continuous and immediate feedback during the learning process.

Putting the above three key factors to the ground is the way we learn. Solidifying learning style can be a product function. In the next chapter, I will talk about learning methods and product functions.

Before developing learning methods and product functions, let me define: original film, film production and production path. The details are shown in the figure, so I won't repeat them here. These definitions will be used in the subsequent explanation.

Teaching, learning and practice are synchronized, which is the most effective way of learning. In my imagination, this learning mode revolves around "tutorial", so tutorial is the first function point I designed.

There are three main information of the "tutorial": the original film, film production and production path. Learners can see the original film and the movie at the same time, and there are two kinds of playing logic:

In the process of watching the tutorial, users can edit the original film in series to imitate the production process of the video producer. The production process is similar to markdown editor. Every operation will directly present the results, what you see is what you get, and get immediate feedback.

Looking back at the information composition of the course: original film, shooting and production path, we can find that "shooting" is actually the video content of Tik Tok at present, and every video we watch is a movie. The original film is the original material that users shoot/upload when making videos.

Therefore, both original movies and movies are the existing modules of Tik Tok. Production path is a sub-function that needs new design.

It seems that the workload is much less? Hehe ... think too much. So far, the "tutorial" is only an isolated module, and the specific usage scenario has not yet been decided. So business process, page logic, interaction logic and prototype are still blank.

However, the idea of this function point is so far for the time being, and this pit is left here for the time being. Then I'll open a brain hole and dig a bigger hole.

Focusing on reducing the learning cost of users, I conceived the function point of "tutorial". However, the tutorial only solves the problem of learning efficiency. If the user has no desire to learn, this function is also blind. So, how to stimulate users' willingness to learn? Here, please allow me to open a brain hole and dig a few big pits.

From the perspective of activity operation, can Tik Tok establish a periodic video production competition, and make use of the desires of video production enthusiasts (reputation, interest, material incentives, etc.). ) to stimulate the production and dissemination of content (production tutorial), and then stimulate users' desire to learn, and actively learn various high-end video editing methods (consumption tutorial)?

In addition to stimulating the desire of production, consumption, communication and learning, this activity can also have many other benefits: building IP, building brands, cultivating core users and establishing industry reputation.

From the product point of view, we can also use contestants to tap the potential of video editors, such as collecting suggestions or opinions from contestants when making videos and promoting the iteration of editors? Or use the sub-function "production path" of "tutorial" to record the process of player's video production and then optimize the video editor?

Come to think of it, it seems awesome. However, the greater the blow, the more loopholes need to be filled. In fact, as long as you calm down and think about it, if the product manager really opens this brain hole, it is not far from exhaustion. Even if you are not exhausted, it is estimated that you will be killed by development and UI.

This article is purely a whim. By the way, I would like to express my depressed mood of being hung up by Tencent.

On the afternoon of 26th, after the interview, I asked the interviewer what my shortcomings were. She replied: "You lack product internship experience and horizontal professional ability." At that time, I was dissatisfied: "How professional do you expect a school to recruit students?"

However, I can understand her statement now. If you dig a hole, it is a question whether to fill it or not. Now, I am bragging, my brain is wide open, and I have dug several big pits for myself and others. That's what I call it. However, can you fill in this blown hole?

I'm afraid not. Now, I'm afraid I can't even make an H5 activity page: can the process be drawn completely and rigorously? Can page logic be sorted out? Is interactive logic reasonable? Can you draw the prototype of the landing page? After asking these questions, I still feel a little empty.

But what about guilty conscience? Let's clear our minds and practice our basic skills.

Recall that on July 6, 2065438/kloc-0, I decided to switch to sprint product manager. 2065438+On September 26th, 2007, my registration in Tencent was suspended. I've only been in the business for less than three months, right? Want to enter Tencent in less than 100 days? Why can't I go to heaven? I'm afraid it is swollen.

All right, be brave after being ashamed, prepare well and fight again later.