Experience Innovation of Zhihu (Knowledge) APP

The topic focuses on the knowledge category, especially the problem that Q&A apps represented by community forums (such as Zhihu) are insufficient in improving users' participation, as well as the classification and quality of content, and the user experience analysis and interactive design innovation are carried out. The target user label of this topic is the user who has the same experience as himself.

Zhihu is defined as an online Q&A community, but it is more like a forum. Its discussion topics basically cover all aspects we can cover, keeping up with the hot spots. The biggest difference between Baidu, Google and other search apps and websites is that many users in Zhihu don't meet specific questions and seek answers with knowledge. They not only get knowledge from forums, but also create and share content. It is necessary to mobilize the enthusiasm of users and improve their participation and professionalism. The content producers gathered by the same interests are the core components of the forum, and Zhihu's integration of a large number of divergent thinking rather than specific answers is the essence of this APP.

personally, there are three reasons why Zhihu is used: first, there are problems that need to be answered; second, there is no specific purpose to browse the mobile phone just to relieve time and be too lazy to do other things; third, there are unique ideas about problems in a certain field, and I want to find like-minded users to discuss and expand my circle of friends.

(Some students have already analyzed the third item, so I won't elaborate on .)

Scenario 1: When something is undecided, search Baidu for the answer. Facing the massive pages with uneven quality, users need to spend a lot of time to screen and quote. If you have the conditions, you can go to relevant people for help.

scenario 2: playing mobile games, hunting, and using social apps or music-related relaxing apps. ?

Scenario 3 is omitted, and the following are all slightly .

Scenario 1: Take Zhihu as an optimized version of Baidu, just a tool. .

Scenario 2: Take myself as an example. Many users will visit Zhihu when they are not interested in specific issues. This is because relaxing activities after school or work, such as traveling and playing games, can make people feel guilty. (that is, the emptiness of wasting time because of doing nothing)

It is more interesting and relaxed to pick up the phone and browse the information of Zhihu than to read and study in your spare time, and you can get a lot of information to satisfy your cognitive desire and curiosity about the world.

At the same time, many topics are less entertaining because of the label of "high-end professional talents pool" in Zhihu. Holding a mobile phone for a few hours will also give people a sense of accomplishment of "I have gained a lot of knowledge, and this time is not wasted".

In addition to the general mode of searching for content, Zhihu can add an "exploration mode" for users who want to know different fields of knowledge at low intensity in their leisure time. In this mode, there will be a range of topics that can be filtered. For example, the three areas of interest today are "dances related to physical game making". The system will only output the contents of these areas according to keywords, and remind users to set a browsing time limit, and then remind them to end browsing. After the browsing, the memo interface will automatically pop up for users to summarize their browsing gains and understanding, so that the user's pride and sense of accomplishment will bring them great positive feelings on the premise of limiting the learning intensity and clarifying the gains. Encourage a large number of users who do not produce content to become more valuable content creators.

Memos can be shared to the collection of memos and personal introduction interfaces in related fields. Choose whether to let users who are also interested in these fields see them. This can help people find like-minded and similar users more accurately, strengthen their sense of identity and belonging to the platform, and also strengthen their social attributes.

(1) Search answer scenario: When a problem is encountered and search engines such as Baidu cannot provide professional and vivid results. A platform where high-quality discussants like Zhihu gather will show value.

frequency of occurrence: high and important. Emotional experience: The questions that need to be answered by Zhihu are often more important, with high survival experience, high curiosity experience and average interest experience (the scope of search is defined).

(2) Browsing scenarios: There are a large number of users in this part (often bored to brush Zhihu's comments in one day), but the problem is that although these users spent a lot of time, they basically didn't produce any content. Like it, thank you for collecting Sanlian, which may be a rare operation. Such a large group is worthless except for providing traffic, and the problem is extremely low participation.

? Frequency of occurrence: high, important. Curiosity experience is high, achievement experience is average, and emotional experience in self-experience and influence experience is average.

(3) Social scenes: Other students have said it, so they won't repeat it. .

According to the classification of emotional experiences, check the emotional experiences of existing apps one by one, and find out the shortcomings of emotional experiences from the aspects of frequency of occurrence, positive and negative emotions, and level of arousal.

(1) survival experience: generally,

the first reaction when encountering a problem is the search engine, and Zhihu search is only used occasionally when encountering a widely spread/discussed event

(2) Curious experience: high

People will be curious when they want to know something. For example, after experiencing XXX, or if you are interested in XXX, you will want to see others answer "What kind of experience is XXX".

(3) Achievement experience: Generally,

the sense of accomplishment when answering questions depends on the number of approved collections. However, it is temporarily impossible to quantify the absorption of knowledge in the learning scene.

(4) Interest experience: high

When topics of interest appear, they will be interested, and when Zhihu recommends many topics, they will be interested more often.

(5) Self-experience (self-confidence, self-esteem, pride and self-love): Generally, most of self-experience comes from open classes, which is worth a few functions. Many Zhihu users should not have the opportunity to use these functions. .

(6) Attachment experience: Gao < P > trusts Zhihu's excellent answers and will use them frequently.

(7) Attribution experience: generally

(Because it is a window of the world, I have not conducted any social activities, nor have I contacted other users online. . . . . . . )

(8) influence experience: generally

it only appears when making a speech.

(9) Aesthetic experience: generally,

it will only appear when it comes to artistic discussions.

(1) Moral experience (appreciation, honor, happiness): low

Only when encountering problems in specific fields.

(11) rational experience: higher

it will be involved in browsing discussions and making speeches. After ingesting knowledge and information, it will be selectively evaluated and absorbed according to its own judgment.

(1) Achievement and self-experience: Without a clear purpose, Zhihu's recommendation content is highly random. The essence is that relaxed users are easily immersed in the problem of low information density and low value. At this time, Zhihu is not much different from the general lace news APP. After a short period of curiosity and satisfaction, users will still fall into self-blame, and there are almost no positive emotions such as achievement experience and self-experience. With the gradual accumulation of negative emotions, users' interest in "having nothing to do but brush Zhihu" will be greatly reduced. After the browsing, the memo interface will automatically pop up for users to summarize their browsing gains and understanding, so that the user's pride and sense of accomplishment will bring them great positive feelings on the premise of limiting the learning intensity and clarifying the gains.

(2) Interest experience: add an "exploration mode" for users who want to know different fields of knowledge at low intensity in their leisure time. The browsing range is limited in advance, and the system only outputs the content in a specific field according to the input keywords, and reminds the user to set a browsing time limit, and then reminds the user to end the browsing, creating an "unsatisfied" mood. Moreover, the content in the exploration mode is not recommended by the algorithm, which can ensure that the pushed content is in the field of interest.

(3) Social experience: Memos can be shared to the collection of memos and personal introduction interfaces in related fields, and you can choose whether to show them to users who are also interested in these fields. This can help people find like-minded and similar users more accurately, strengthen their sense of identity and belonging to the platform, and also strengthen their social attributes. At the same time, according to the areas of concern and the content of the speech, the preferences of different users are saved in the form of data. When other users want to know each other's ideas, there will be a "matching degree" generated based on data as a reference.

(As an additional supplement, the realization method of social experience and sense of accomplishment experience can be considered to introduce the "bookcase" mode, which stores the knowledge learned in the past in the form of books, one book in one field, one book in one world, and can be subdivided to build the knowledge achievement tree of the whole user)

There are many activity scenarios of the online question-and-answer (forum) App. For example, searching for questions, checking current affairs hot spots, asking others for advice, sorting out one's own knowledge, sharing one's own knowledge, turning knowledge into wealth, and finding like-minded users. The following will analyze the activities from six aspects: watching, chatting, learning, writing and playing, and analyze the motivation and emotional experience.

(1) Question search (watching, learning): You may be indecisive due to work or personal needs, so go to Zhihu to search for answers. It will involve a lot of browsing and learning absorption.

motivation: because of my own work or interest.

Expectation: mainly survival experience and achievement experience.

(2) Check current events (watch and play): It is also a way to relax if you don't want to play games and watch movies in your spare time, and pick up your mobile phone to "keep up with the trend of the times".

Motivation: It is more interesting and relaxed to pick up the mobile phone and browse the information of Zhihu than to read and study in your spare time, and you can get a lot of information to satisfy your cognitive desire and curiosity about the world.

expectation: curious experience and interesting experience.

(3) Ask others for advice (writing, learning): The question I want to know has not been raised yet, so I posted a post on the forum for help/talked privately. It is one of the most common scenes in the forum.

motivation: I am eager to know something because of my personal interests or life needs.

expectation: interested experience and achievement experience.

(4) Sharing your knowledge (reading, writing and chatting): It is a common situation that you are dissatisfied/want to share your own suggestions and opinions after browsing the existing answers.

motivation: gain recognition and help others.

expectation: the embodiment of self-worth and the experience of achievement.

(5) Sort out your knowledge (reading, writing and learning): After seeing good answers (articles), I can't fully digest them for a while, and I know I will browse them again in the future. Will put them in the bag (favorites).

motivation: I have a collection = I have learned the psychology, and I have saved the problems I need to look for when I use it again. By combing your own knowledge, you can get further promotion.

expectation: experience of achievement and self-experience.

(1) Turning knowledge into wealth (writing): I am a giant in a certain field (problem), and I use the function to pay for answers or gain income in the form of opening online public classes. Relative to the user base, such a big brother is rare.

motivation: no pains, no pains, and it is natural to exchange knowledge for wealth. It is also one of the ways to sort out your own harvest.

expectation: experience of survival and achievement.

(2) Looking for like-minded users (watching and playing): I found a very appetizing user because of the answer to a question, and thought. You may also be in a small field and want to find more people.

motivation: looking for friends, finding one ...

expectation: having affinity and belonging experience.

through the analysis of users' activities, the main activities worthy of innovation in the APP are:

1. Share your knowledge (reading, writing and chatting), and the experience goal is achievement experience

2. Sort out your knowledge (reading, writing and learning), and the experience goal is achievement experience and interest experience

3. Find like-minded users (reading, writing and learning).

Common life situations: show what you have learned and answer other people's difficult questions.

Analysis of the reasons: Self-value is the essence of a sense of accomplishment. When people help others solve difficult problems with their own abilities, they get a stronger sense of accomplishment than simply solving their own problems.

Specific functional assumptions: 1. Optimize the software tutorial, for example, by screening the difficulty of the questions, first push the questions which are less difficult and fit the new users' fields of expertise, and guide the novice users to complete the first knowledge display step by step.

1. Achievement experience

(1) "Memo" sorting mode: that is, users can sort out trivial multi-fields through their own memos &; A small piece of knowledge.

Common life situations: Faced with a lot of complicated affairs at the same time, it will be a sense of accomplishment to be able to complete the planning of these things.

Analyze the reasons: completing something is not necessarily a specific task. Keeping a large number of simultaneous transactions in order indicates that one's ability to control events has been improved. It is an achievement at a higher level. It would be great if the software could let users complete this process.

specific function assumption: add sorting tasks (functions) to the "memo" in the "bookcase", such as sorting the knowledge learned or to be learned according to multiple standards such as importance and interest. (It would be better if the interface can be vivid)

2. Interest experience

(1) The perfect mode of "bookcase": that is, users can intuitively see what domain knowledge they have learned in the process of using the software, and can intuitively judge the degree, thus generating interest.

Common life scene: I have read many books or novels at leisure, but I haven't absorbed anything after a period of time. There will be no idea of continuing to study.

Analysis of the reasons: users may know problems in many fields when using forum software, but it is difficult for them to be interested in the potential knowledge in the field with a high degree of fit because they are not clear about their mastery of these scattered knowledge. After a cursory glance, I forgot to browse these words.

specific function assumption: on the "bookcase" page, calculate all the articles that users have browsed (excluding those that have been crossed directly), calculate their knowledge level in their respective fields, and generally calculate how much users have advanced in a certain field (one book in a field, and write the progress percentage on the cover of the book). Reading articles with high knowledge level can greatly increase the percentage of progress. Reading articles with a low level of knowledge but a large number can also promote the percentage. (Maybe users have made a lot of progress in a certain field unconsciously)

1. Affinity experience

(1) Helping others mode: namely