This is an interview with users who have added three new functions to Tik Tok App, including punch card, barrage and audit mechanism. The main purpose of this interview is to determine the user acceptance of the new function, and to understand it from the following three aspects: 1. The acceptance of the function in users' daily life; 2. The new function reflects the user's acceptance on Tik Tok; 3. Understand the root causes of users accepting or rejecting new functions. It lays a good foundation for the later demand statistics and analysis to be more accurate and efficient.

collect the elements of user needs from July 18 to 19 and divide the staff according to the template of user interview report

on July 21 to 22, the team members conducted user interviews and filed them

on July 23 to 25, the user interview report was summarized, revised and finally confirmed.

this interview is basically about friends and relatives, so it will be brief at the beginning. Explain that the interview time is about 31 minutes, and then briefly introduce the purpose of the interview: We are going to do the next iteration of Tik Tok, plan to add some functions, optimize the user experience, and hope to understand the views and expectations of users, so we hope to get valuable opinions from users through interviews and guide the next work.

At the beginning of the interview, we will know the basic situation of the interviewee's use of Tik Tok, including the frequency of use, usage scenarios, reasons for using Tik Tok, etc., so as to further verify whether Tik Tok's products use users.

After a relaxed conversation, we began to talk to each other about our functions of punching, barrage and auditing.

1. Punch-in function

—— Find out whether the interviewee has known or used the punch-in function, and find out the interviewee's views on this kind of function. If the interviewee does not understand, it is necessary to explain the function in detail first, and first ensure that the cognition of both parties is consistent.

—— Assumption scenario to the interviewee, such as whether Tik Tok will use the punch-in function, no matter how he wishes, it is necessary to explore the reasons.

-understand the reasons for encouraging and motivating its use, and what it is. Ask in reverse what will make them resist using this function.

—— Divergent questions, which can be chatted with interviewees around the punch-in function.

2. barrage function

—— Understand respondents' views on barrage, such as whether using video network will turn on barrage function, whether barrage has been sent, and their views on barrage. First explore the respondents' preference for this function.

—— Assumption scenario to the interviewee, such as whether Tik Tok will use the barrage function, no matter how he wishes, it is necessary to explore the reasons.

—— Understand under what circumstances the interviewee will turn off this function, and understand this item so that mistakes can be avoided in the subsequent design.

—— Understand the respondents' willingness to participate in the barrage.

—— Turn on the function of competing products, briefly introduce them, and ask the respondents to give a true evaluation, which will be a reference for subsequent design.

—— Divergent questions can be chatted with interviewees around the barrage function.

3. Audit function

-Find out whether the interviewee has found any video content on Tik Tok that makes him feel uncomfortable or incorrect. If the interviewee can't understand the question, he can explain the latest news in Tik Tok.

-what would he do if he saw the above video in the process of brushing? And understand the reasons for this treatment.

—— If there is a reward, whether the interviewee wants to participate as an auditor and understand the reasons.

explain the end of the interview to the interviewee, and finally supplement the personal information of the interviewee and thank the interviewee for their cooperation.

Through this interview, I hope to know the behaviors, tendencies, attitudes and the underlying reasons of the respondents, so as to achieve our interview purpose and lay a good foundation for the later demand statistics and analysis to be more accurate and efficient.

as can be seen from the above data, the typical users in Tik Tok are 48.16% men and 51.94% women. The main population is under 35 years old; The user areas are mainly concentrated in major first-and second-tier cities in Guangdong, Jiangsu and Shandong provinces. (Data source-iResearch Data Network)

Therefore, according to the purpose of this interview and the characteristics of the user portrait of Tik Tok's basic users above, we are looking for users who meet the characteristics to interview.

※ Basic information of users

※ Frequency of users using Tik Tok&; Background

According to statistics, 14 interviewees use Tik Tok in their spare time, and brush it 1-2 times a day on average, with each time ranging from 31 minutes to 1 hours. The remaining five did not answer the question.

conclusion: 19 interviewed users are basically consistent with the basic user portrait of Tik Tok on 2.4.1, and 14 of them have used Tik Tok app for some time and continue to use it. It can be confirmed that the target of our interview is the users in the typical user range of Tik Tok.

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with the active cooperation of all the team members, we took time out of our busy work, and we worked together to complete the user interview and the whole summary report. During this process, we were able to provide the responsible homework modules in time. Thank you very much.

This interview project is aimed at three new function points, namely, punching, barrage and auditing. * * * Interviewed 19 users, forming a single-user interview report with 19 points. After sorting out, it was found that there were 17 valid interviews, 2 were invalid, and the reason for the invalid two was that no conclusion was formed. Among the valid 17 copies, 17 copies were answered for the barrage function, 17 copies were answered for the punch card function, and 14 copies were answered for the audit function.

during the interview, the users have a high degree of cooperation. However, in some interviews, the situation is explained to the users in advance. In view of the relationship between relatives and friends, when asking whether to use this function during the interview, they will deliberately "cooperate", which may affect the interview results. However, it is only a few cases (1-2), and the analysis obtained is acceptable for these users to ask in-depth questions about the reasons why they are willing to use it. To sum up, these 17 research reports can be sorted out and summarized, and finally form the conclusion of this report.

(1) According to statistics, 19 people have known or used the punch-in function, accounting for 111% of the interviewees.

(2) If Tik Tok has the punch-in function,

According to statistics, no users take the initiative to use the ordinary punch-in function. However, if there is a corresponding reward, 11 people will be willing to use it, 7 people think that even if there is a reward, they will not use it, and the remaining 2 people have not given a clear reason for not using it (relatively invalid). Therefore, more than half of users will choose to use the punch-in function when there is a reward.

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Interviews with users who are willing to use it are as follows:

1. If I can get some special rewards by signing in like Baidu, such as commenting on posting pictures, or having my own special avatar box, I will use this function.

2. If it is hierarchical, for example, some users who comment on font colors or headlines can send pictures. It would be attractive to have these.

3. Redemption items include shopping vouchers, peripheral goods, offline discount vouchers, etc., or other real items, and the points are set reasonably, and the task of increasing points is also simple, so I will try it.

4. If the credit can be used to watch the paid content in the future, the content quality can be motivated to continue punching.

5. Sometimes I forget to punch in. If I miss punching in, it will be very frustrating. If I want to open the app, it will pop up to remind me.

6. Welfare clubs will stick to it. Like games, they will send some virtual items that money can't buy. Some substantial discounts, McDonald's and family coupons are also acceptable.

7. Look at what rewards. If punching cards makes Aidou popular, I will be happy to participate.

8. Redemption items can be updated regularly, and there will be new stimulation points.

9. If there is a reward, you will stick to punching in.

I don't want to use it for the following reasons:

1. I don't like the function of punching in and doing tasks. Even if there is a reward, I won't stick to it for a long time, because I think what is provided on Tik Tok is not what I want.

-suggestion: like young girls, for example, if you set up some special effects and membership, they will like it.

2, dispensable, depending on what the reward is, if they are all virtual items, they will not participate.

3. It doesn't make sense. I like playing Tik Tok and don't care whether I punch in or not.

4. I feel that gilding the lily, signing in and rewarding are just to promote my life. Tik Tok doesn't need to do this at present.

5. Playing Tik Tok is to kill boring time. Punching in will make people feel psychological pressure. Besides, I just watch other people's videos casually, so why should I punch in?

6, it should not. You play Tik Tok just to watch the video, so there is no need to punch in.

7. Just for entertainment, look at it when you go to the toilet, and don't look at it at other times.

Summary:

Users who are willing to use the punch-in function have different needs for punching in, doing tasks and redeeming accumulated points. The requirements for redeeming items are as follows:

1. Substantive items, such as shopping vouchers, offline coupons and peripheral goods.

2. Virtual objects, such as special functions (rating system, comments and pictures, font color), avatar frame, and paid content vouchers.

3. I hope to update the exchanged items regularly.

Reasons why I don't want to use the punch-in function:

1. Users don't have this habit, or find it too troublesome.

2. Users don't know what the actual punch-in exchanged items are, and take a wait-and-see attitude.

For users who are willing to use them, there are both views on whether to log in to remind them to punch in, and some feel that it will be very uncomfortable to miss the punch-in.

There are 19 people who know about barrage or have used related barrage products and websites, accounting for 111% of the interviewees.

According to statistics, half of them don't know how to use barrage function and think it will affect video viewing. Only 4 people think that the barrage setting will not affect the video content as much as possible, and they like to watch the video while watching the barrage. Five people think that opening the barrage function is not of great interest to them.

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The requirements for willingness to use are as follows:

1. Usually, it is like a beauty video. If the barrage can pop up some people's own opinions, it is very convenient. You don't have to go to the comment area to brush the comments. However, if a lot of barrage affects content viewing, just turn it off. If there is no barrage function, it will have no effect.

2. It will open without affecting the viewing, but I also think that the video is too short to watch a few. The barrage of micro-vision is just watching comments in disguise, and opening it will also affect the viewing.

3. Watch vomit, but I hate the content that professes stars and/or has nothing to do with video comments, and it also affects the viewing of micro-vision barrage.

4. I can use it, but it also shows that I haven't found the favorite barrage function yet, and the barrage will affect the viewing feeling

5. I may use it, but the video and audio are very short, and the video is over before I can send it out. It doesn't feel meaningful. Moreover, many videos in Tik Tok now contain words, and if there is a barrage, it will affect watching such videos.

The reasons why I don't want to use it are as follows:

1. I still focus on video content, and I think that the barrage will affect the viewing of the video and will not be turned on, so I choose to turn off this function.

2. It will affect watching the video. Too much will block the content of the video, but when the video is funny, it will make people want to comment, which is convenient. Because commenting will block the video. At this time, I hope to have a barrage

3. It will affect the viewing. Even if the barrage content has been selected, I still feel that the value is not high. My attention is still on the video

4. It will affect the viewing, and I don't dislike it, but I don't have to

5. The video is too short, so there is no need to

6. It will affect the viewing, and I don't like to watch vomit

7. It will affect the viewing, and I hate it. Comments are enough

9. You have the habit of using Youku. Tik Tok barrage will feel that it blocks the video content

11, which will affect the viewing, but if you meet someone you like, you will open it and have a look.

Summary:

1. From the interviewed users, I learned that only under certain contents such as beauty and funny videos will you want to increase the interaction of barrage, and at other times, I feel that the barrage function is short.

2. Most users in the interview also think that the barrage affects the viewing, or it is a dispensable attitude, because they think that the time of a short video is only a few seconds. Even if there are screened barrage, they can't see a few, and their attention is more focused on the video content.

Only 14 of the 19 people in this part answered the question.

Among the 14 people who asked this question, 6 people will report the bad content, accounting for 42.86%; Eight people chose not to report, accounting for 57.14%, and more users chose to treat the bad content negatively.

What is the current content quality and the effect of reporting?

1. I saw something uncomfortable, but I didn't give any feedback after reporting it. I hope to give feedback.

2. The reporting process is troublesome, and I feel useless. I did report it, but I didn't give feedback. How to handle the video is unknown.

The feedback that you are willing to participate in the audit is as follows:

1. I think it is feasible, which can increase interactivity and remain neutral.

2. Willing to participate, but the compensation condition only considers money.

3. I am willing to participate, but it depends on whether it will take a long time.

4. Look at the rewards to participate.

The feedback that I am unwilling to participate in the audit is as follows:

1. I am very busy every day, so I don't have time to participate. Usually I just come to see it for half an hour and then close it.

2. No, it's none of your business.

3. I feel it takes a lot of time

4. I have my own life, and the audit needs to be very professional. I am worried that the three views are not unified

-I feel that Tik Tok has too much repetition.

5. Idle troubles

Summary:

Among the interviews of 1 and 14 users, only one-third have seen the inappropriate content, and the rest have not, but they still know something about the recent indecent video events. When asked how to deal with the uncomfortable content, most of them expressed their willingness to report it, and a few felt that it was irrelevant or the process was too complicated.

2. Among the users who are willing to report, some can't find out where the reporting function is. Some users are puzzled by the fact that Tik Tok has not given any feedback, and feel that the whole reporting process needs to be improved, otherwise it will discourage users from reporting bad content.

3. Whether you are willing to participate in the content review will take into account the length of time, professionalism and the attractiveness of rewards. I think that the review is not a simple matter and needs a lot of energy.

1. For the sign-in function, Tik Tok itself has a very strong entertainment nature in users' minds, and this positioning of Tik Tok is very clear in most users' minds, so signing in alone is not enough to promote users' participation, and only when attractive enough rewards are attached will it increase the stickiness of some users.

2. For the barrage function, all users have been exposed to this form of barrage, but most users have raised objections to adding barrage on Tik Tok. The overall opinions are as follows:

-Tik Tok's own video is very short, and the existence of barrage is of little significance;

—— The main purpose of watching Tik Tok is to watch videos, and the barrage affects the normal view.