Interview Series

Not necessarily. The necessity here is related to the product strategy formulated by the enterprise-generally speaking, whether it is necessary to log in is divided into three situations: ① when opening the application, it is necessary to log in forcibly; (2) Don't log in when opening the application, but you must log in when using some functions; ③ The whole application does not need to log in.

① Mandatory login is required to open the application: it generally appears on instant messaging tools and SNS applications. When the user's account needs to "endorse" every action that needs to be uploaded to the cloud server (such as chatting with friends, praising, etc. ), you need to stay logged in during the whole process of using the application. In addition, there is another case where the application wants to get all the operation records of the user when using it, which will also force the user to log in when opening the application (such as Little Red Book).

(2) You don't have to log in when you open an application, but you must log in when you use some functions: This situation generally appears in applications where users get content but don't send information to the server, such as information classes and tools. Users can get the content recommended by the application or use the tools provided by the application in non-login mode. But when users need to customize services or record some of their own operations, they can solve it by logging in.

③ The whole application doesn't need to log in: This kind of application is very interesting and doesn't even need to design a login function. Generally speaking, some pure tool software is like this. For example, there is an application in my mobile phone that has no login function-the weather in Cai Yun. Every time the user opens it, check the weather and see how long it will rain, that's all. So from the current situation, setting the login function is redundant. However, with the continuous development of products, when introducing some highly playable functions, it can cooperate with the implementation of the login page, which is a good way to promote retention.

Now, we can answer the first question: Do I have to log in to use the application? This necessity is related to the interaction between users and applications. When the user needs to send information to the application to realize the core function of the application, login is necessary; When users can realize core functions without sending information, they don't need to log in. Only when the user sends an interaction that sends information to the application will the user be required to log in.

Let's talk about the advantages first. For products, login can obtain some personal information of users, which is convenient for later operation and publicity, so as to achieve the purpose of retention and promotion. For users, logging in can get some customized services given by the product, and at the same time get more rights granted by the application. At the same time, some settings of the login extension can show the user's personality. There have been related articles before, and then a development direction of the product is to provide corresponding functions before the user's behavior occurs, such as reminding the bus of the arrival time before the user goes out.

As for the shortcomings. For users, logging in leads to complicated steps when using the application, and the action that originally required only one step has been increased to 2-3 steps because of logging in (for example, Baidu Post Bar cannot view the posts after the second page without logging in); In addition, logging in is also easy to cause personal information disclosure and unnecessary harassment (or cause repeated bombing of message push and SMS push by application providers); For products, after setting the login function, some users with low stickiness may be lost because the steps become cumbersome or users are worried about information leakage.