The positioning of Xiaohongshu is the shopping sharing community of UGC, and the core task that users need to complete is "show, show, show", which is the basis for converting into orders. So to experience this product, I think the most critical points are the following three points:
1. How to make users participate in and complete the core tasks of show conveniently and efficiently?
2. How to complete the precipitation of high-quality community content?
3. How to let users discover and consume content?
Let's start with the first question. In the product interaction design of publishing content, Xiaohongshu is really unique. Entering content publishing is divided into three steps. The first step is to select photos, the second step is to add topics, stickers, labels and filters, and the third step is to edit the copy synchronously, add locations and select social networks.
In the second step of product design, Xiaohongshu is detailed and concise enough. Exquisite topic and sticker design make users full of expectation and pleasure when operating, rather than being bothered by the process. The switching mode of the three main operations of filters, labels and stickers makes this rather complicated operation page look orderly.
In the third step, Xiaohongshu is also making every effort to do micro-innovation. Take the photo exchange place as an example. You rarely see any App coming back to support this kind of operation demand, but when you think that the users you want to serve are a group of fashion princesses who are extremely picky about photos, you have reason to make it easier for them to adjust the photo order, because they are very likely to design the location of their carefully selected photos.
In the product design of the overall content production link, Xiaohongshu is very diligent and indomitable, allowing users to publish content on the mobile side smoothly enough. In terms of content production incentives, Xiaohongshu is very strong in operational testing. Colorful activities give users many opportunities and motivation to do content production. Of course, becoming a community V is also a very important production motivation.
The second question is how to complete the precipitation of high-quality content in the community.
Little Red Books used two methods, labels and albums. The name doesn't look innovative, but the effect is really ideal. Tags connect the contents edited by different users very well. The way of content sorting and the switching between reading content and commodities are the crowning touch of this tab, which can be used for both content consumption and commodity diversion. The collection value of album pages is more prominent. Compared with the function that tags only connect content, photo albums pay more attention to the efficacy and usefulness of aggregated content. Photo albums can share excellent nutritional supplements, summer dressing methods and so on. , have a strong purpose and use. I don't know how the product design team of Xiaohongshu found these two ways to connect and precipitate content. The two complement each other and are very suitable.
Third, how to guide users to discover and consume content?
I can only make a wild guess about the operation mode of Homepage Waterfall. In the worst case, there is no recommended algorithm. All users display the same homepage waterfall content. Of course, this seems unscientific and unreasonable. With so many labels, I'm sure I'm interested in recommending them here. The accumulated user data is playing a role at the moment, and thousands of people distribute content according to user tags. As the saying goes, a community that cannot create online celebrities is not a good community, and the Follow mechanism is also a good way to find content. Discovery Channel is another good place to guide users to discover content. Hot topics, quality life, and global shopping should all be labeled product modules, and a large number of album recommendations are put below. As long as the operation is in place, users have something new to see every day.
Xiaohongshu is really worth learning in the design and operation of community products. I will continue to learn when I have time!