Introduction: The competition barrier of Tencent documents lies in that it has opened up the web terminal and the small program, the web terminal and QQ, and effectively solved the pain points of users with its powerful social gene.
First, experience the environment
The mobile terminal
Model: iPhone7
Operating system: iOS11.3.1
APP version: 1.0.1
PC
Browser: Chrome
Browser version: 63.0.3239.132
Second, product positioning
slogan
Online, collaborative, secure
Online documents that can be collaborated by multiple people
The ultimate goal
Take Tencent documents as the fulcrum to become the industry standard, and eventually form the matrix and system of office products.
User analysis
Since Tencent document was only launched on April 19, I selected its direct competitive graphite document (marked in green) to assist in analyzing its user positioning
User portrait
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Age: 20-45 years old
Gender: Most users are male
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Occupation: student, white collar, programmer, writer, editor
Region: concentrated in Beijing, Shanghai, Guangzhou and other areas with developed economy and Internet industry
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Daily life habits spend a lot of time on the Internet, entertainment, work are inseparable from the Network
Use computer, tablet, mobile phone and other devices to work, writing
Office and learning places are not limited to offices and classrooms
There is a need for collaborative document revision, solution and development
Specific analysis:
1. The majority of users are 20-45 years old. QQ rise time is 85-95 after the user has just started contact with computers and the Internet, this generation is now reading university or work stage, belong to the age of office software use frequency is highest, and grew up with tencent products they will most likely choose tencent below when have the same product.
2. As the number of male users of Tencent documents is higher than that of female users, the current breaking point of Tencent documents may lie in the recognition of the product by female employees. The gender gap is smaller for graphite documents, possibly because the elegant ink style of graphite documents is more attractive to women.
Suggestions:
In view of the fact that the proportion of women in the workplace in the future will be more and more, so tencent user documentation if you want to further attract women, in addition to keep itself concise style, but also can spend more time in the beautiful, for example, can be set in to add a custom function, can choose the official provide concise wind, Chinese style, fashion, can also custom import pictures, The custom image import function can use the official default import method at the beginning. If the custom image function of data display is used more frequently, more custom operations can be added in the version iteration process, such as transparency adjustment and diversified background typesetting.
I think there are three reasons for such improvement:
First, a variety of styles can allow users to choose freely. People in their 20s and 40s are receiving a lot of information and changing ideas in the Internet era, so Tencent documents should introduce more options to meet the diverse needs of this age group. Second, custom style Settings can meet the user’s pursuit of the minority psychology. For example, netease Cloud Music has successfully linked its positioning with the minority and attracted a large number of loyal young artists. As a large number of potential users of Tencent documents may be engaged in design, art, media and other related industries, customization can satisfy their psychological cognition that they are special. Third, competing apps don’t have custom interface styles yet. Graphite document online for two years, has formed a single fixed interface style in the hearts of users, and Tencent document as a new product has not fixed label, launched custom skin function can form differences with other competitive products.
Iv. Use process
To make it easier to distinguish between the two main functions of creating and sharing documents, the process is separated in blue and yellow. Dark gray refers to the process on the web and light gray refers to the process on the mobile end.
The first step in deciding whether to use docs.qq.com is the instant you open it.
When you open the homepage of docs.qq.com, you will see a button with “Use it now”, which has a large color contrast with the background character picture and can attract attention well in the center of the line of sight and smoothly connect the next operation.
Tencent documents for the first time using the home page
Graphite document first use front page
Compare the following is also the first time to use Tencent document and graphite document flow chart, from the number of steps, in fact, Tencent document use more steps, but from the home page intuitive feeling Tencent document is more convenient.
Here’s why:
First, figure out the user psychology, “immediate use” is not troublesome. “Immediate use of the” four characters to the readers’ information is directly can begin with, even if the actual steps in fact still need to login or register, user point “after immediate use” even if want to register/login will have “came to it, you can login it, anyway just WeChat scan code”, so start using tencent document, As to whether it can retain users, it depends on the experience in the process of starting to use.
In contrast, graphite document, the “free registration” four big words hanging on the home page, although captured the majority of users like the psychology of free things, but users may feel that write a document to register, even if the real situation is also scan code can log in, Users will still switch from online documents to office as soon as they open in order to avoid the registration and even the verification code sequence. Main collaboration capabilities and online documentation, even if the user would like to register their own, want to collaborate with others to edit also let collaborators also register (assuming that the user does not know at this time WeChat scan code can easily login), when collaborators have a dozen or even dozens of, “free registration” is more than trouble trouble steps.
Second, make clear the positioning, simple background to make the use of more simple
Both online documentation is light localization of office applications, it is not difficult to use, before had experience in using office software can watch the tutorial can operate, and graphite document on the first screen is put to use tutorials will give the user a this is a complex psychological hint applied to operate, so use the tutorial does not have to open one on top of the website can see it.
5. Product experience
Combined with the official slogan, online, collaboration, security three keywords complement each other, for Tencent documents, collaboration is the highest priority.
As Yin Yu, vice president of Tencent, said: The core of online documents is multi-terminal online collaboration, the essence of which is social interaction, and social interaction is exactly what Tencent has been doing and is best at.
online
Online means you can edit and modify documents anytime and anywhere. Online, Tencent documents can be used in the past and Microsoft Office software and domestic WPS distinguish. Online brings convenient and efficient new office experience.
From personal experience, as long as you use the same login account, mobile terminal and PC can be automatic real-time synchronization, saves used to edit a document on the computer end didn’t finish will not be able to use computers, but don’t want to interrupt train of thought, and to transfer files with WeChat or QQ function transmission to the mobile terminal, then use the WPS editor open the APP such as mobile phone, And this method has to transfer the content of the phone to the PC again, which is extremely inefficient.
From a multiplayer experience, online editing allows multiple collaborators to communicate in a timely manner. As shown above, Tencent’s multi-user collaboration is similar to Google Doc, with different colored labels and names at the top of the text being edited to represent different editors. The top right shows the profile picture and number of people online.
The advantage of this is that the picture is simple and clear. Only color-coded labels and names are displayed in the editing area, and Tencent clearly identifies the person being edited with maximum restraint, while placing irrelevant information such as the user’s profile picture in the upper right corner.
The current version, however, has some issues. For example, when an edit is finished, placing the cursor over an area edited by a collaborator does not show who edited the section, meaning that the online editing function only supports “XXX is typing ABCDE.. “, instead of supporting the display “ABCDE… Part by XXX (input/modification)”
Suggestions:
1. Mark the difference on the left side of the page with the color of the person who edited the text. 2. When the cursor is placed on this section, the corresponding color of the cursor will appear at the place where the editor finishes editing, so as to accurately locate the edited part. (Assume that the background color of the editor’s label is red and the blue part is for remarks)
security
According to Tencent’s official description of the APP Store, security refers to permission control, technical assurance and copyright protection. In addition to these three points, content security should also be considered, content security is divided into the following two points:
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The safety of the author.
The difference between an online document and a local document is that a local document is secure as long as the computer is not damaged or lost, which means the security of the document is under the control of the author. Tencent documents are stored in Tencent’s server, which is controlled by Tencent to ensure that documents are not lost. At this time, the security is no longer controlled by the author. Therefore, in view of such uncertain security, unless Tencent can guarantee 100% security, Tencent is obliged to remind authors that important documents should be archived.
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The safety of the audience
Sharing links can be very convenient, but this convenience is also a double-edged sword, like a candied fruit, b arsenic. In the learning office scene, there is no need to say much about the convenience, but if such convenience is used by criminals to share illegal and violent content, or even publicize anti-social ideas, it will bring very serious threats to the society.
collaboration
Feature points around collaboration have a history of sharing and revision:
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Sharing: sharing function is the only way to cooperate, sharing can cooperate, so sharing is the foundation of cooperation.
When using Tencent document sharing, you do not need to leave the editing interface, you can directly scan the code and select a contact on the editing interface or select a contact on wechat. To use the graphite document on the web side, you must open and log in the QQ/ wechat client or email website. However, in the office scenario, many office computers may not be convenient to log in the client, and the sharing function is very inconvenient to use. The competitive barrier of Tencent documents is to get through the web terminal and small programs, web terminal and QQ, with its powerful social gene, effectively solve the pain points of users.
It can be seen from the flow chart that the sharing process is very smooth and simple no matter on mobile or PC. Currently, wechat scanning code sharing, QQ and TIM directly selecting friends to share and link sharing are supported. Wechat sharing only supports the direct opening of small programs (PC side cannot open small programs), QQ, TIM and link sharing can be opened on both mobile and PC sides.
The biggest problem with the current version is that it does not support real-time discussions and comments on a single page, and can only modify documents directly. Direct competitors graphite and Google Doc both have the ability to add comments. The process of co-editing often involves discussion before revision. If you edit in the editing interface, you need to open a QQ chat box or wechat chat box at the same time on the PC side, and it is even more inconvenient on the mobile side. You need to cut from the editing page to the chat page for discussion.
Suggestions:
A comment area can then be added to the right of the PC, while comments can be displayed under the discussion section on the mobile, and the comments in the non-discussion section can be folded up. Depending on the QQ/TIM/ wechat platform, you can also add the function of clicking the collaborator’s avatar in the upper right to start a private chat in the dialog box, so that some inconvenient words in the group discussion can be discussed further in private chat.
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Modify records: 1. Prevent accidental deletion. Each input edit content can be saved in real time, and each revision version is subject to the latest edit content on the closed page. The most direct reason to support viewing revision records and restoring the version is to prevent accidental deletion. In actual editing, it is easy to delete all the edited content because of the wrong operation. With version backtracking, the previous version can be restored, which not only simplifies the saving process, but also ensures the security of the document.
2. Improve efficiency. In the IT industry, programmers want to record every release so they can check the code and compare what’s different in each release, so on open-source sites like Github, where code is shared, every push is saved and every change is recorded. This function is not only used in the IT industry, but also can be translated into efficiency improvement when writing, planning, writing schemes and even students writing essays.
3. Document the collaboration. The same is to save the document content function, Office is automatically saved once every period of time, in order to prevent the computer unexpected shutdown caused by file loss; The online editing of Digijin and Zhihu will be automatically saved into the draft box after each edit when it is not published. This function is somewhat similar to Tencent documents in implementation, but the purpose is different. The main function of automatic real-time save draft is to prevent the direct closure of the web page to find the document edited before, there is also the release of content in the draft box to facilitate the release of the article content to continue to modify, this process is for their own.
Every time an online document is edited, there is a message indicating that the document has been saved successfully in the upper left corner, which gives a psychological hint that the document has been saved safely. Each time the web page is closed, a new version will be generated, and the revision record will record the collaborator and the modification time as well as the operation of which version is restored. Such a record way in addition to prevent loss, is more important to record the collaboration process, reflecting the unique value of online documents.
Suggestions:
If is offline, edit the contents of the can’t upload any more, can only wait for a signal to save, that had been without electricity for the computer before didn’t mesh edit content are likely to lose, so you should add a has been in the offline state is closed when the page is prompt document was saved and will be automatically saved to the function of the local folders.
The inspiration for the suggestion that we should launch a custom skin, which I now think is wrong, comes from the tribute to the seven-year-old wechat baby, which mentions the third accident of wechat’s success: extreme pursuit
Without xiao-long zhang and the whole WeChat team pursuit of the style of minimalist experience and taste, so the micro believe in copywriting, icon to functional definition, are likely to fall, like QQ, all day long to spoil the users, with users, and to think of some way to get users to spend money: today change skin, add a QQ show tomorrow, the day after tomorrow to the drill, the drill, member, integral, the stars, the moon… Then change for a while to change for a while, toss over users. These personalized and commercial functions are not bad, and should be done for children, but in this way, it would not be able to attract high-end users, and wechat would not be successful today. We all know that white-collar workers, especially foreign employees, disdain to use QQ, they chat only MSN. Today, MSN has disappeared, rice chat such a strong opponent also faded off the battlefield, mobile QQ under the cruel wechat copy again, these and wechat “minimalist” pursuit has a great relationship. Wechat’s sexless predisposition has even affected the mobile Internet in China today.
Apparently Tencent document is now aimed at the high-end users in the workplace. The custom style feature is too young. First of all, these users have been accustomed to the “sexless” style of the current APP, so whether the custom function is an expected demand or an undifferentiated demand for them? According to the user habits brought by WX, the custom layout style of the early Qzone may not meet the expectations of these high-end users. So instead it’s an undifferentiated need to work hard and do nothing. Secondly, although netease Cloud can indeed customize the app style, it is an entertainment app after all, not an office app, so it is not appropriate to compare with documents with obvious office attributes. Moreover, it is widely believed that the success of netease Cloud lies in the fact that others are doing player while it is doing community, and one of the communities may be labeled as a minority. I thought its niche was the reason for its success because I took it for granted. And its success may not apply to Tencent documents with workplace labels.