This year marks the 20th anniversary of QQ. QQ has been solving the problem of communication between people since its development. It is a software that provides communication services. However, with the changes in life scenes and user groups, especially since leaving campus life, the changes in user needs have become more obvious, and social needs are constantly evolving.
1. The progression of social needs: from tools to emotions
We have made an analysis of user social behavior and changes in needs. Compared with the traditional Internet, users’ social purposes have more possibilities and diversity. In the mobile Internet era, there are more possibilities and diversity. Emphasis on "social" and "interaction.
was previously required by QQ To help users get closer and overcome loneliness, users are more likely to find people to chat with purpose. In the era of mobile Internet, everything is real-time. We can receive and reply to messages at any time, and the threshold for our communication is getting higher and higher. Low, it is necessary to chat with someone now. Chat in the present.
The relationships we deal with in daily life are far more than just casual acquaintances. We want to seek and maintain many positive interpersonal relationships in social circles. As our friends gradually increase, our social circle begins to expand, so QQ has a collection of various strong and weak friend chains. Why does
need to make interactive logos?
QQ originally launched the interactive logo function to encourage users to socialize and check High-value groups are highlighted. Often the friends who frequently appear at the top of the chat list are people we care about. We want to manage good relationships.
At the demand level, we should improve social behavior guidance and promote social relationships. Maintain vitality. The most important thing in social products is "connection", and interactive logos are the mechanism to support the connection between people. In addition to naturally recording the frequency of users getting along in the social process in the dimension of communication, it also guides the flow of users’ social behaviors and maintains the motivation to continue social activities.
In terms of spiritual value, social products should gain insight into human nature and warm people. In the past 20 years, QQ has witnessed many encounters, acquaintances, mutual acquaintances, and mutual forgetfulness. As users grow up, QQ is also growing up. QQ has changed from a pure communication tool to a symbol of youthful memories and a symbol of feelings. Therefore, QQ needs to transform these important information into emotional deposits. Witnesses of user friendship.
has even risen to social influence. Cultivating the logo has become a social currency. In fact, it is spreading "raising sparks" to young people. Subculture and values. Meeting is a wonderful fate. As long as you cultivate it carefully, you will eventually gain a beautiful friendship. Compared with other marginal social products, QQ plays the unique social tone of this generation of young people.
2. Social interaction. Qualitative changes in relationships: from emotion to identification
accumulates over time, varying in different periods The same relationship chain creates the need for different social relationships. So what is the real purpose of social interaction? American sociologist Charles Horton Cooley put forward an interesting theory in "Human Nature and Social Order" - Mirror. Me.
“We learn about ourselves by imagining how others feel about our actions and appearance. ”
The concept of “self in the mirror” actually emphasizes the importance of interpersonal communication in individual socialization. Human behavior largely depends on the understanding of self, and this understanding is mainly formed through social interaction with others Others' evaluations and attitudes towards oneself are a "mirror" that reflects oneself. Through this "mirror" one can understand and grasp oneself.
So social interaction is a process for human beings to position themselves and prove the value of their existence. Without a reference, everything will not change, there will be no mainstream, and there will be no niche. Our existence is proved precisely by the existence of others, so self-identification is actually a necessary thing, and it is subjective. Let the individual determine his own status.
The same is true for social relationships. A romantic relationship needs to be recognized by the other party, and a close friend relationship needs to be recognized by friends. The interactive logo is not a reference for social interaction, but a sediment of the social process. .
Sparks are just witnesses of emotions, not a scale to measure them. In the process of examining social relationships, we found that the people we frequently chat with on QQ are not all the people we care about or are particularly close to in our lives. The significance of the interaction logo is only to record the intersection of daily social interactions and examine the density of interaction, but in fact, interpersonal relationships cannot be completely measured by numbers.
Intimate relationships do not require task-based maintenance. Saying "good morning and good night" every day may seem like a thoughtful conversation, but it's actually meant to renew the spark. This is more like a utilitarian check-in behavior and loses the fun of social interaction. The strong relationship chain we identify should be a strong relationship, and true friendship will not be extinguished in an instant because the spark is broken.
relationship chains accumulate over time, and some social relationships tend to transform from quantity to quality. Users will pursue spiritual needs for valuable relationship chains. Therefore, in QQ, we try to provide users with some kind of witness in the user's intimate relationship chain. In addition to satisfying records, we also need to allow users to feel each other's special existence even when they are not chatting, so as to satisfy people's social needs. The "sense of existence" in the pursuit of identity and the "sense of identity".
How to design intimacy?
Intimate relationships require both parties to create real real-world value through identity development and accumulation of common memories in constant social interaction. So in a relationship, how can one advantageously develop from a "weak relationship" at the beginning of the relationship to a close "strong relationship"?
We feel that there are two essential elements: a sense of identity + an ever-enriching shared experience.
(1) Respect each other's identities to achieve two-way recognition.
QQ confirms intimate relationships through two-way identity recognition in the design of intimate relationships. The invitation mechanism for intimate relationships is initiated by users, and this behavior is recognition of the invited party. After receiving the invitation, the invited party needs to confirm before establishing an intimate relationship. This behavior is a recognition of the inviting party.
(2) Amplify the intersection of experiences and generate more resonant content
In real life, intimate relationships are based on common memories, common experiences, common hobbies and other similarities. In product design, we use and amplify these similarities to create more topics and let the chat content deepen the relationship chain step by step:
) Use symbols to tell stories and reconstruct the common memories of two people Symbols are human beings A cultural phenomenon of society, human society often uses specific media to express a certain special meaning. In an intimate relationship, we use images from the real lives of two people as symbols. These symbols can tell stories:
For best friends, the common memory is sharing in the corridor in the summer while eating ice cream from the concession stand. Worrying about worries and secrets. Therefore, we use "ice cream" as a symbol of the relationship between best friends to convey the sweetness, sharing, and common experiences between best friends.
For male "gay friends", this symbol is a game console that represents happiness; for lovers, it is a ring that represents eternity. These three signs are all projections of the shared memories of both parties in an intimate relationship.
) Focus on and amplify the intersection of two people’s relationships The reason why social relationships become a network is because there are various intersections between people. These intersections are the cornerstone of establishing and maintaining social relationships. Therefore, when designing intimate relationships, on the one hand, in terms of social behavior, we show the interactive signs of group chats, number of common friends, and common acquisitions between two people. On the other hand, in the social context, we extract the common interests and identity characteristics of two people.
is designed in this way. On the one hand, it can strengthen the user's inner identity of the other party. On the other hand, it encourages users to use these intersections as an introduction to start discussions around these topics and activate the relationship chain.
How to maintain intimacy?
Even though we are reluctant to let go of our once close friends and lovers, they will still gradually change due to various changes in relationships, time, and space. So, how can we avoid this situation in the online context?
Set common goals.In the design of intimate relationships, we set a common goal for the two -when the two people's chat, likes, space reviews, etc. are lower than a certain value, intimate relationships are automatically lifted, and the obtained logos will be obtained. Followed out. Then maintaining the interactive value is the common goal of the two. This goal can continue to inject energy for the relationship between the two.
sets different sequence targets. We set the identification of intimacy to three levels, and use level differences to improve the interaction frequency of the two in intimacy. It is worth mentioning that
is that in the previous level differential designs, the materials of gold and silver and copper often use them to represent the level of level, but the intimacy is focused on feelings. Time dimension to measure the lifting level: When I was a child, I shared with my girlfriends the popsicles that can be bought in the school's small sale. We grew up slowly and talked about gossip with our girlfriends in the corridor, holding a M me of M. Later, the afternoon time with my girlfriend was a three -ball ice cream cup. How does
meet personalized needs?
In terms of personalized needs, we also provide additional graphic outfit to the interactive logo. In addition to showing the distinguished membership privilege through differentiation, it also allows value -added paid users to choose more space to meet the needs of people at different levels.
Different identities give different identifications:
Demonstration style of each scene:
conclusion
QQ for 20 years, as designers, we also try to jump out of efficiency communication, interest interaction. Sentence connection, identity symbol, etc. Reflection of QQ in the meaning of users, thinking about what QQ can bring to users. From the interactive identification to the design of intimate relationships, we are trying to explore simultaneously. In the future, QQ will continue to dig deeper demands in the social relationship chain, explore unknown areas, and hope to bring users full of vitality and speculative QQ.
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htmm L1 Author: QQ Design Team, Public Number: Tencent Isux (ID: teent_isux)Source: https://mp.weixin.qq.com/s/uxosg6llua_rjewVCJUUBW
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