To B service want To go mobile? Tencent cloud case to understand

This article is published on Tencent Cloud + community by Tencent Cloud Assistant team

| guide language: tencent cloud so many resources and services, can’t cell phone management? Can.

When using the To B service, users often encounter various limitations:

1. Difficulty of operation: it involves various permissions, multiple verification and confirmation, complex operation and complicated reports, etc.;

2. Time and space: It is difficult to deal with any special situation in travel or non-working time;

3. Notification channels: SMS and email have been used as message receiving channels for a long time, but these two channels are easy to be ignored, shielded, and regarded as spam; SMS and email are difficult to do quick secondary operations and conversion rates are extremely low.

The biggest pain point for users, it seems, is that there is no way to further improve efficiency. Is To B destined To be PC only? As the saying goes: where efficiency can be improved, there is user demand. In today’s fast-paced society, more and more services have been integrated into users’ mobile phones. Is it possible To give To B a try? Therefore, we took Tencent cloud official website console mobile as the goal, began to gradually explore.

First, you need to determine the right platform to accommodate the needs of the mobile end.

Through the evaluation of the current resources of the team and the development cost and efficiency of the mobile terminal, we decided to take small steps to realize the closed loop of Tencent cloud mobile service through the existing ecology of wechat.

As we all know, wechat public account has been online for 6 years, while the mini program was launched in January 2017, the ecosystem has gradually expanded and exploded. Tencent cloud services are rich and complex, and it is difficult to carry them completely through mobile terminals. However, we found that public accounts can carry the service capabilities including information display, message subscription and push. And applets can host function usage, account resource management, and tool capabilities. Public number + small program mode, just can meet Tencent cloud the most basic mobile appeal. (Note: The public number here refers to the service number)

In the process of combining the public account and small program capabilities, there is a big hole to mention, that is, the problem of locating unique users. The public account defines the unique user based on OpenID, while the small program needs to be defined by Tencent Cloud UIN. We found that by associating the public account and the small program with the wechat open platform, the open platform would provide a unionID. Through the unionID, the account unification of the public account and the small program could be finally realized. That is, after users successfully log in to the small program, they also bind Tencent cloud account on the public account, which realizes the ability to use management functions in the small program and receive information related to the account on the public account. (Note: 1)

Secondly, based on the existing services of Tencent cloud, appropriate capabilities should be selected for mobile.

Determine the right platform, do a good job of basic ability to get through, the next step is to determine the right ability for mobile. Tencent Cloud, as a large To B platform within the company, includes a lot of services, including 23 product categories and more than 150 subdivided services. For public accounts and small programs, access to all services is not practical, so we need to pick the most appropriate ability to mobile. From the usage habits of Tencent cloud users, mobile can meet the following scenarios:

In this process, we also refer to the processing method of AWS and find that it is not good. Because AWS mobile APP only provides the ability to view, but does not provide any other ability (such as purchase, get help, manage resources, etc.), it also attracted a lot of users’ ridicule. (Note: 2)

Finally, through discussion with design and development students, communication with various business teams and sorting out cloud API, we summarized the console capabilities into the following points and implemented them one by one in small programs.

Third, use the innate communication ability of the platform to continuously drain the product.

According to incomplete statistics, in 2017, more than 100 capabilities were updated and iterated, and nearly 50 entrances were opened. The more important ones include: associated public number, small program jump to each other, open group ability, function direct, small program flow main…… (Note: 3) Not only that, the public account associated with the small program, but also in the text message, custom menu, template message and other functions to use the small program (note: 4). Seeing such an artifact, we naturally want to maximize it, hence the following scene:

Using this ability, in the process of mobile communication, we do not have to promote the public and small program at the same time, only need to promote the public in the appropriate position, guide users to pay attention to, small program new and active users will naturally be more and more. Take account recharge as an example: after receiving the reminder of balance in the public account, users can directly click the template message card to enter the mini program to recharge. This method is highly efficient and easy to form a secondary transformation, so we are gradually using it to supplement and replace SMS, email notification.

Public number template message, click into the small program

Finally, product details are constantly polished to meet user experience as well as demand.

I once heard a saying: To B service does not need To experience too well, as long as it is done, users are already very happy. I don’t really agree with the comparison. From the experience of product use, the interaction and aesthetic basis of Domestic Internet users in recent years is constantly improving. It’s time to focus on the experience and focus on the details rather than just piling on features.

Take, for example, one of the most common and classic designs in everyday life: blind paths (paths for visually impaired people). It is designed to guide the visually impaired to proceed safely, or to warn of a turn or obstacle ahead, but this is not necessarily the case in reality. By referring to the following two pictures, can you say “a special road has been designed for the visually impaired and they are already happy”?

From the experience point of view, we also have a lot of thinking in the product building process. For example, in the server list, highlight the most frequently used operations rather than putting all the information together; According to the user’s gender, add virtual avatars to the personal center to improve the user’s cognition, rather than the cold display of account ID. Finally, through data verification, positive results have been obtained both from user feedback and function clicks after optimization.

In conclusion, by picking the right platform, suitable ability, rational utilization of ecology, and grind the experience unceasingly, we finally make a number based on the public as the information carrier, small programs as “assistant” tencent cloud management platform of mobile products, in the service of tencent cloud hundreds of thousands of users, help them to quickly locate and solve the problem. At the same time, it also expands new service management channels for Tencent cloud.

In the future, Tencent Cloud will continue to go on the road of mobile, adhering to the philosophy of Xiao Ma in “Internet + To Help the Construction of Digital China”, we also have one goal and three things: the goal is to be a good assistant, and the three things are to focus on making connections, tools and developer ecology. The assistant is the foundation, and the connection between developers and services, content and information is the next level. The top layer is to gather developers and expand the ecosystem by combining services, capabilities, content, information and people. When users use To B services, they may not initially expect To get the ability To manage services on their phones. Therefore, the expansion of mobile service capabilities can not only improve experience and efficiency, but ultimately bring users a sense of surprise, satisfaction, brand identity and trust. Maybe users will recommend their friends to use it, making us their most proud “assistant”.

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