I. Product Background:

Douban group is one of the main business of Douban, and one of the early business, its purpose is to bring together users with the same hobby online to discuss and exchange. With the rapid updating of the Internet and the emergence of more and more competitors, it was necessary for Douban to make adjustments to the structure of the existing product to meet the needs of the target users.

Second, the product functional framework

? The main function of Douban Group is socialization, and its functional structure is as follows:

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Third, the functional analysis

1. Group discussion

The functional structure of the Douban group is relatively complete, with the basic functions of the user in the process of use, but there is a lack of user experience, mainly in the design of the function and the quality of the content.

1.1 The content of the group discussion interface

Currently, group discussion is the third panel after group recommendation and group management, and is located at the bottom of the group interface, as shown in Figure 1:

The browsing habit of in-depth users is to select the group, skip group recommendation and group management, and browse the content of the group discussion. The main interface of the group should place the functions and contents that users often browse, so the content of the main interface is group discussion. In order to improve the user's experience of browsing the content of the main interface, the content of the main interface is not displayed in the order of the timeline, but the quality content that users are interested in. The quality posts that have not joined the group will be displayed in the main interface according to the user's interest, and the user can not only view the content of the recommended posts, but also reply to the posts as a visitor. For unjoined groups, users can enter the group to view the content and reply, but not to post, only the members of the group have permission to post. Below each post shows the name of the group the post is in and the group's avatar, the current number of comments and likes on the post, posts with more comments or likes will somewhat pique users' curiosity to browse the details and interact further, enhancing users' stickiness to the product.?

1.2 Management

? Currently, the group management function is in the main interface under the recommendation board, the group management directory contains all groups, my replies, my posts and recent browsing, the main interface group management board does not clearly inform the user of the replies and posting traces of the entrance in the management function, and only displays some of the group avatars that have been added and the group name, which leads to the user mistakenly thinking that the group management is only for all the groups that have been added, and some of them, even if they are This leads to users mistakenly believing that only all groups are joined, and that some users, even those who have been in the group for a few years, don't know where to view their replies and posting history.

Considering that users browsing their own postings is a high-frequency behavior, and that Douban's My section already has too many features, the group management is still kept in the main group interface, but as a hidden feature, renamed Management, and located to the right of the search box. The management directory contains group management, my replies, my posts, and recent browsing.

1.3 Search Box

The content displayed in the main interface of the group is user-created, and the current hot content in the society or the content with high searching frequency can not be displayed in a timely manner, and at present, only the keywords of the popular groups are displayed in the search box, and it is not a scrolling display. In the main interface of the search box to rotate the display of current hot or search frequency of the content of the keywords, will give the user a certain hot content tips, dynamic display will also visually attract the attention of users.

2. New group discovery

In addition to high-quality post content to attract users, the characteristics of the group can also attract a lot of users, for example, the fire of the Douban quanquan group. It's a great way to show users what they're interested in and what they're looking for.

2.1 New Group Discovery Display

? The content in the new group discovery is recommended by the system, the user has not joined but may be interested in the group. Some of the group profiles are displayed on the page to make it easier for users to understand and filter groups. If the group profile is not fully displayed, you can click '>' to expand the function to fully display the group profile, so that users can fully understand the nature of the group and the group's rules and regulations, and you can also poke the group's avatar to enter the group discussion interface to browse the group's content. You can also poke the group's avatar to enter the group discussion interface to browse the content of the group. Refreshing this interface will bring up new groups.

2.2 Categorization

According to the research results, most of the users are not aware of the function of finding groups by categories, and instead, they enter keywords into the search box to find groups and add them. This is due to the fact that the entry point for category search is very deep, and only pops up when you pull left on the live panel in the Recommended panel, and the homepage doesn't give any indication of this.

The new conceptualized category entry is in the fixed button icon on the right side of the new group discovery interface. Clicking on the icon brings up a pop-up window to the left for finding groups by category. The user clicks on one of the categories, the interface jumps to the new group discovery, at this time the display is the selected category under the group, rather than the recommended groups. Won't do icons, looks skimpy.

3. Inside Details

The content of the inside details page of a post is a reflection of the quality of the content of the Douban group. Currently, there are very few replies to posts, and users do not get timely and effective replies to their posts, which leads to less frequent posting, fewer updates to the group posts, less interesting content for users to find, less users, less replies to posts, and less posts, and so on in a deadly cycle. The key is to increase the response rate of the posts.

The current mechanism for responding to posts on Douban is that users post, the system displays the post according to the timeline, and interested users click to open the post to respond. However, users have a herd mentality, the more comments on the post, the higher the probability of being opened, and the probability of replying will also be higher. In order to increase the reply rate of the post, it is suggested to add another reply mechanism---inviting users to reply.

3.1 Invite reply function

? The newly conceived invite function is to automatically pop up the invite interface after a user posts a new discussion. The recommended users are all members of this group, and the poster can choose to invite them. After clicking the up button, the user will be redirected to the post details page.

On the post detail page, the poster can also click the 'Invite' function button below the title to allow members of the group to participate in the discussion. Posts viewed by non-posters are displayed with a 'Follow' button next to the poster's name, where other users can click 'Follow' if they are interested in the poster.

3.2 User Reply Area Function

Usually users' browsing habit is to scroll down. Currently in the post reply area, the display of the user comments below the like function, reply to the comments of other users have two entrances, the first entrance is a long press on a user's comments will automatically pop-up window to reply to this comment, but this function does not do the prompts and guidance, the user does not know at the first time; the second entrance is in the upper right corner of the comment there is a hidden function button, click on the hidden function button ' --- ', a small pop-up function window, choose to reply. The second entrance obviously increases the user's operation cost. Replying to another user's comment is a high-frequency use function, ensuring that both the user's operating costs are reduced in this area, and that the user is aware of the function's existence and how to operate it the first time they use it. The newly conceptualized comment section replaces the position of the like function with the reply function, so that when users want to communicate with other users, they will see the reply function at the first time, reducing the user's operation cost. The like function is placed in the top right corner of the reply. At the same time, emoticons can be added to the reply, adapting to the contemporary youth's way of expression.

3.3 User Points System

? In order to guide user interaction and enhance user activity, points are introduced to encourage and regulate user behavior. The points system is shown in the figure. In addition, according to the development cycle of the product, the points system needs to be adjusted in stages. After the analysis of the current platform data to determine the need to increase the number of users which behavior occurs before making the points schedule.

Four, concluding remarks

? Changing product features to improve the quality of content can largely enhance the user experience. But Douban to do much more than that, delete bad information and false information in the platform, etc., pay attention to the administrator position, so that the administrator understands their responsibilities, and make tips and guidance to the management team. The launch of new features need to do function guidance and introduction, to help users adapt to the new version of the function faster. Being meticulous is also a reflection of the sophistication of a product.