Since this year, blockchain content platforms emerge in an endless stream. Although the coin circle is a bear market, the hot blockchain content platform seems to have stood on the tuyere. The current blockchain platform doesn’t have enough two hands. However, most of the current problems of blockchain content platforms are serious homogeneity, unclear positioning and lack of characteristics.
To understand the positioning of blockchain content platform, we can first learn liang Ning’s user experience map. A complete user experience map is divided into five sections.
First, a persona portrait of the complete user.
For example, as a content platform of blockchain, it should give users portraits. For example, some users are newbies who are interested in blockchain investment, have some spare money in their hands and have not been in the coin circle for a long time.
Second, clearly describe the user’s goals and expectations.
What are users coming to the platform for? Eager to learn about blockchain? Want to change your life by investing in blockchain? Know the latest coin circle news? Or do you want to get more communication opportunities? Do you want to see the latest currency market prices? Figure out what the user’s goals and expectations are.
Third, what are the service touchpoints of the platform?
What kind of contact does the platform have with the user on the product, and in what ways does the platform need to serve the user, between touching the platform’s services and realizing its goals?
Fourth, the user usage path.
What is the relationship between usage paths and service contacts? What do we get by clicking on a page? What do we expect to find under a label?
Fifth, user sentiment curve.
Scenarios are meant to trigger emotions, and the user’s emotions are constantly changing. Take the user from opening the platform to accepting the service until they achieve their goals (or give up).
Draw a graph of the whole process. The horizontal axis is the user’s path and touch point, and the vertical axis is the user’s emotion. In this way, we can obtain a curve of users’ emotional fluctuations during their interaction with the platform services.
1
Some blockchain content platforms have never considered the user product map, and they often make the mistake of planning the product from an administrator’s point of view rather than from the user’s point of view.
We sometimes see some products, want to do everything, what content, want to put the whole currency circle, chain circle are installed in it, both complex and comprehensive, neither focus, no characteristics. Users come in not knowing what to do, not knowing what they’re looking for. For example, some blockchain platforms claim to have “everything you want”, but in fact this is very featureless and users can’t remember. Users can’t remember without features.
To accurately position a product, it is necessary to know when users have certain requirements, can think of you. For example, looking up the currency information, people may think of mytoken, which is the feature. Or what’s the first thing people think of when they think of a product? What characteristics do you present to your users? If you want to do everything and do nothing very well, why should users use the product? In fact, this is now a common problem with many products. All those who do blockchain DAPP want to be the entrance to the flow of the coin circle. But do entrance, must want step by step, from specialized to comprehensive.
2
When it comes to good products, we all like to use wechat as an example. Yes, wechat is indeed a very classic product of China’s mobile Internet.
Some people will say, you see now wechat has everything, do wallet, do social, do games, sell things, content public number, but also developed a search function, now has vaguely become the trend of China’s mobile Internet portal. Yes, now wechat is indeed very powerful, but we need to know how wechat developed in the first place. Wechat started with voice calls and has made it to the extreme.
In fact, there were many voice social software competing with wechat at that time, such as Netease Bubbles and so on. Some of them developed faster than wechat, and the early stage developed better than wechat. Why is wechat finally able to highlight the encircled, alone? In addition to Tencent server advantage. An important aspect is that wechat makes user experience and features extremely. And wechat is very restrained in adding new functions. Zhang Xiaolong is a very restrained product manager.
For example, whether to display the state of read or not in sending messages has been discussed by the senior management of Tencent for several days. In the end, it was decided not to add this feature because it would be stressful for some users. This is the ultimate focus on user experience.
Therefore, the success of wechat is not accidental. Every new function launched by wechat is staged, planned and controlled. After the last function stands firm, the next function will be developed. Function is not in the complete, but in the features, there is no killer, can do in a certain aspect of the first.
3
In the currency circle for so long, I spent a lot of time looking for various project evaluation articles. However, the project evaluation articles are difficult to find, the general quality is not high, and there are doubts about the impartiality. So this is a pain point for me, I believe that people in the currency circle have this feeling. Just last night, cannon ratings and other blockchain since media were blocked, in fact, there has been its impartiality, authority has been criticized, causing misleading reasons for some blockchain investors.
So, at first found to distinguish is to let a person shine at the moment, to distinguish the introduction of the decentralization of distributed measurement and natural fit to the characteristics of the block chain, fair and the authority of the distributed testing platform is differentiated positioning, justice to make the high quality project, let the COINS in the circle of inferior project without exercise, this is what was needed for the coin ring.
Just like wechat, the first choice for social communication, people should distinguish when they see the project evaluation in the future, which will be the breakthrough point to distinguish the real success. Of course, the division has not been established for a long time, and all aspects of the experience are still to be improved, but I see that the division is on the right road. If we can really do the utmost in project evaluation, give full play to our own advantages and focus on user experience, we will surely stand out from many platforms in the end.