I. Product background introduction:

Douban group is one of the main businesses of Douban, and it is also one of the early businesses of Douban. The purpose is to gather online users with the same hobbies for discussion and exchange. With the rapid update of the Internet and the emergence of more and more competitors, it is necessary for Douban Group to adjust the structure of existing products to meet the needs of target users.

Second, the product functional framework

? The main function of Douban Group is social interaction, and its functional framework is as follows:

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Third, functional analysis.

1. Panel discussion

Douban Group's functional structure is relatively perfect, with the basic functions of users in the process of use, but it lacks in user experience, mainly reflected in functional design and content quality.

1. 1 panel discussion interface content

At present, group discussion is the third section after group recommendation and group management, which is located at the bottom of the group interface, as shown in figure 1:

The browsing habit of deep users is to select groups, skip group recommendation and group management, and browse group discussions. The main interface of the group should include the functions commonly used by users and the contents frequently browsed, so the content of the main interface is the group discussion. In order to improve the user's experience of browsing the content of the main interface, the content of the main interface is not displayed in the order of the time axis, but shows the high-quality content that users are interested in. High-quality posts that have not joined the group will be displayed in the main interface according to the user's interests. Users can not only view the content of recommended posts, but also reply at the bottom of posts as tourists. For groups that have not joined, users can join the group to view the content and reply, but they can't post. Only group members have the right to post. At the bottom of each post, the name of the group where the post belongs, the current number of comments and likes of the post will be displayed. Comments or posts with many praises will arouse users' curiosity to a certain extent, so as to browse the details and further interact, and enhance users' stickiness to products. ?

1.2 management

? At present, the group management function is under the recommendation section of the main interface, and the group management directory contains all groups, my replies, my posts and recent browsing. The group management part of the main interface does not clearly inform the user of the reply and posting mark. In the management function, only part of the joined group avatars and group names are displayed, which leads users to mistakenly think that group management only includes all the joined groups, and some users who have been there for several years don't know where the entrance to view their replies and posting marks is.

Considering the high frequency of users browsing their posts, Douban My section has too many functions, so the group management is still kept in the main interface of the group, but it is renamed as management as a hidden function, located on the right side of the search box. The management directory includes group management, my reply, my post and recent browsing.

1.3 search box

The content displayed in the main interface of the group is created by users, so hot content or content with high search frequency in the society cannot be displayed in time. At present, the search box only displays popular group keywords and does not scroll. Displaying current hot topics or content keywords with high search frequency in the search box in the main interface will give users some hot content tips, and dynamic display will also attract users' attention visually.

2. New group discovery

Besides high-quality post content can attract users, distinctive groups can also attract many users, such as the popular Douban praise groups. Showing the distinctive groups that users are interested in is also a major content of Douban Group.

2. 1 New Group Exploration Show

? The content in the new group discovery is recommended by the system, and users may be interested in groups they have not joined. The page shows some brief descriptions of the group, which is convenient for users to understand and filter the group. The group profile does not display the fully clickable' >' extension function, but displays the group profile completely, so that users can fully understand the nature and rules of the group, or poke the group avatar to enter this group discussion interface to browse the group content. For interested groups, users can click Join or Apply. Refresh this interface and a new team will appear.

2.2 classification

The survey results show that most users don't know the function of classifying search groups, but enter keywords through the search box to find groups and add them. This is because the entrance of classified search is extremely deep. If you pull it to the left, the live broadcast area of the recommendation area will pop up, and the homepage will not give any tips.

The newly conceived classification portal is located in the fixed button icon on the right side of the new group discovery interface. Click the icon and the classified search group window will pop up on the left. When the user clicks one of the categories, the interface will jump to the new group discovery and display the groups under the selected category instead of the recommended groups. I can't make icons. It looks rough.

3. Details in the page

The content on the inside page of the post details is the embodiment of the content quality of Douban Group. At present, there are few replies to posts, and users can't get timely and effective replies, which leads to a decrease in the frequency of users' posting, and then fewer group posts are updated, and users can't find more and more interesting content and switch to other products, and the number of users is reduced, with fewer replies, and so on. Improving the reply rate of posts is the key.

At present, the reply mechanism of Douban group posts is user posting, the system displays posts according to the time axis, and interested users click to open posts and reply. However, users have herd mentality. The more comments, the higher the probability of being opened and the higher the probability of replying. In order to improve the reply rate of posts, it is suggested to add another reply mechanism-inviting users to reply.

3. 1 invitation reply function

? The newly conceived invitation function is that the user will automatically pop up the invitation interface after posting a new discussion. The recommended users are all members of the group, and the poster can choose to invite. Click the Back button to jump to the post details page posted by the user.

On the post details page, the poster can also click the' Invite' function key under the title to let the group members participate in the discussion. For posts that have not been browsed by the poster, a "follow" button will be displayed next to the poster name. If other users are interested in the poster, they can click "Follow".

3.2 User reply area function

Usually the user's browsing habit is to browse down. At present, in the post reply area, there is a praise function under the displayed user comments, and there are two entrances to reply to other user comments. The first entry is that a long press on the user comment will automatically pop up a window to reply to this comment, but this function has no prompt and guidance, and the user does not know it for the first time; The second comment is that there is a hidden function button in the upper right corner of the comment. Click the hidden function button ... to pop up a small function window, and select reply. The second entrance obviously increases the operating cost of users. Responding to other users' comments is a high-frequency function, which ensures that users' operating costs in this respect should be reduced, and users should know the existence and operation of the function at the first time. The newly conceived comment area replaces the position of praise function with reply function, which allows users to see the reply function at the first time when they want to communicate with other users, and reduces the operating cost of users. The favorite function is placed in the upper right corner of the reply. At the same time, when replying, you can also add expression packs to adapt to the expression of contemporary youth.

3.3 User integration system

? In order to guide user interaction and improve user activity, integral is introduced to encourage and standardize user behavior. The overall system is shown in the figure. In addition, according to the product development cycle, the integral system needs to be adjusted in stages. After analyzing the current platform data, it is necessary to determine which behaviors of users need to be improved, and then make an integral list.

Four. Concluding remarks

? Changing product functions and improving content quality can greatly enhance the user experience. However, Douban should do more than that. We should delete bad information and false information in the platform, pay attention to the position of administrators, let administrators know where their responsibilities are, and give tips and guidance to the management team. The introduction of new functions requires functional guidance and introduction to help users adapt to the new version of functions more quickly. Meticulousness is also the embodiment of a delicate product.