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產品設計的0到1,與1到1億

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當產品可以免費地輕易取得,被替換的成本與代價之低,靠的就是用戶体驗與競爭者一較高下!獵豹移動與雪豹科技正因為重視用戶体驗,在資訊傳遞扁平化的移動互聯網時代,把精實創業強調的核心精神-"試錯",徹底執行在每一次用戶体驗的迭代打磨過程裡,達到了多個億級用戶產品的成就。這份簡報分享了一年快速迭代超過150個版本的CM Security,是如何利用定量與定性的方法找到用戶需求;如何做好設計並滿足用戶需求,進而產生習慣;如何兼顧產品留存與功能擴展並增長流量,最後商業化將流量變現。

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Published in: Design

產品設計的0到1,與1到1億

  1. 1. 
 0 1, 1 1 Product Design From 0 to 1, And 1 to 100 Millions 2016.9.5
  2. 2. 0 1 1 1 2 Ivan Wei / Cheetah Mobile CM Security PhotoGrid GoTap Product Director & UI Design Expert
  3. 3. 0 1 1 1 CM Security App 3 Source: https://www.youtube.com/watch?v=CVMjHmqEBgc
  4. 4. 0 1 1 1 4 CM Security 2014 1 5000
  5. 5. 0 1 1 1 5 158
  6. 6. 0 1 1 1 6 GooglePlay 4.7
  7. 7. 0 1 1 1 7
  8. 8. 0 1 1 1 ? 8
  9. 9. 0 1 1 1 We’re blind. It doesn’t matter what any 
 individual person thinks about something new. Everything must be tested. 9
  10. 10. 0 1 1 1 10 Source: https://pbs.twimg.com/media/BxPnJo-IYAA2xT9.jpg:large
  11. 11. 0 1 1 1 x 11
  12. 12. 0 1 1 1 ? 12
  13. 13. 0 1 1 1 #LeanStartup 13 IDEAS CODE DATA Learn Build ✦Week1 ✦Week2 Production Beta GP ( )
  14. 14. 0 1 1 1 !? 14
  15. 15. 0 1 1 1 “ ” #AbileneParadox 15 
 ? 
 … 
 ? 170 
 2 … 
 
 … PS4 ?
  16. 16. 0 1 1 1 • • • ! • • 16
  17. 17. 0 1 1 1 • • • ! • • 17 ? ? ? ? ?
  18. 18. 0 1 1 1 #ObligationToDissent 18
  19. 19. 0 1 1 1 • • • 19
  20. 20. 0 1 1 1 20 THINGS CAN CHANGE SO FAST ON THE INTERNET - Tim Berners-Lee
  21. 21. 0 1 1 1 21
  22. 22. 0 1 1 1 22
  23. 23. 0 1 1 1 Product Orientation 23
  24. 24. 0 1 1 1 ? 24
  25. 25. 0 1 1 1 25
  26. 26. 0 1 1 1 GooglePlay 26
  27. 27. 0 1 1 1 ( ) 27
  28. 28. 0 1 1 1 28 

  29. 29. 0 1 1 1 29 

  30. 30. 0 1 1 1 #DesignThinking 30 EMPATHIZE DEFINE IDEATE PROTOTYPE TEST
  31. 31. 0 1 1 1 #UserInterview 31
  32. 32. 0 1 1 1 • • • • “ (#ConfirmationBias)” 32
  33. 33. 0 1 1 1 • ? • ? • 33
  34. 34. 0 1 1 1 ! 340 1 1 1
  35. 35. 0 1 1 1 35
  36. 36. 0 1 1 1 #EmpathyMaps 36 ? ? Source: http://mw2013.museumsandtheweb.com/wp-content/uploads/2013/02/mitroff.fig2_.jpg
  37. 37. 0 1 1 1 “ ” “ ” 37
  38. 38. 0 1 1 1 38
  39. 39. 0 1 1 1 MVP * - #MVP (Minimum Viable Product) 39 CM Security Antivirus Findphone Cloud Space Private
 Browsing Notification
 Muter AppLock Clean Up Junk Call Blocking WiFi
 Speedtest Download
 Security
  40. 40. 0 1 1 1 ! #MVP ! 40 Source: http://www.stephengay.com/wp-content/uploads/2015/10/mvp.png
  41. 41. 0 1 1 1 CM Security 41
  42. 42. 0 1 1 1 ? 42
  43. 43. 0 1 1 1 43
  44. 44. 0 1 1 1 44
  45. 45. 0 1 1 1 45 N
  46. 46. 0 1 1 1 1) 2) Bottle Neck 3) ” ” ” ” 46
  47. 47. 0 1 1 1 ? 47
  48. 48. 0 1 1 1 OOBE
 #Out Of Box Experience
 
 48
  49. 49. 0 1 1 1 CM Security 49
  50. 50. 0 1 1 1 
 #HookModel is invented by Nir Eyal 50 Trigger Investment Action Variable Reward
  51. 51. 0 1 1 1 51 

  52. 52. 0 1 1 1 52
  53. 53. 0 1 1 1 = * * = * * = * * #FoggBehaviorModel 53
  54. 54. 0 1 1 1 #FoggBehaviorModel 54 
 Action line
  55. 55. 0 1 1 1 55
  56. 56. 0 1 1 1 (#PerceivedValue) 56
  57. 57. 0 1 1 1 A/B Testing 57 Learn Version 2.xCMS Version 1.x
  58. 58. 0 1 1 1 Consistency and standards Users should not have to wonder whether different words, situations, or actions mean the same thing. Follow platform conventions. 58 #Nielsen’sHeuristics
  59. 59. 0 1 1 1 Call to Action 59 Build AppLock Learn 

  60. 60. 0 1 1 1 5 60 Learn FacebookFacebook
  61. 61. 0 1 1 1 61 Learn CMS Version 1.x Version 2.x
  62. 62. 0 1 1 1 + 62 App icon Build Learn Icon
  63. 63. 0 1 1 1 63 Learn Screen off
  64. 64. 0 1 1 1 64
  65. 65. 0 1 1 1 • / Daily Active User (DAU) • / Unique View (UV) • / Page View (PV) • / CTR • / Conversion Rate • / Retention Rate 65
  66. 66. 0 1 1 1 
 ! 66
  67. 67. 0 1 1 1 67 Pattern Pattern
  68. 68. 0 1 1 1 68 • • • • • • • • 0 1
  69. 69. 0 1 1 1 69 • • • • • • • • 0 1 1 1
  70. 70. 0 1 1 1 ? 70
  71. 71. 0 1 1 1 #OrganicGrowth 71
  72. 72. 0 1 1 1 GooglePlay #ASO SEO GP A/B 72
  73. 73. 0 1 1 1 # 73
  74. 74. 0 1 1 1 74
  75. 75. 0 1 1 1 75
  76. 76. 0 1 1 1 76
  77. 77. 0 1 1 1 PNG! Fonticon/Iconfont #IcoMoon APK 95% 77
  78. 78. 0 1 1 1 • GooglePlay • • • • • ( ) Recap 78
  79. 79. 0 1 1 1 ! 79
  80. 80. 0 1 1 1 80 1 2 3
  81. 81. 0 1 1 1 Review 81 • • • • MVP • •
  82. 82. 0 1 1 1 At last… 82
  83. 83. 0 1 1 1 BE ESSENTIAL & PRACTICAL 83
  84. 84. 0 1 1 1 84 THE PERFECT 
 IS THE ENEMY 
 OF THE GOOD- Voltaire
  85. 85. 0 1 1 1 I’m Ivan, find me at 85 tw.linkedin.com/in/ivangraphic medium.com/@ivangraphic ivangraphic@gmail.com The slides will keep up-to-date at
 www.slideshare.net/IvanWei2/

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