Tencent CDC Chen Yan interview: users "violent" changes, banks embrace experience

In the Chinese Internet circle, Tencent is a company that emphasizes the user experience, and seeks the ultimate user experience that has gone deep into the Tencent bone marrow. As one of the core departments of Tencent, Tencent CDC (user experience research and design department, hereinafter referred to as CDC) since its inception, has always been committed to enhance the user experience of the product innovation of the Internet Ecosystem, experience. In its participation, Tencent a phenomenon class products, such as QQ, QQ games, Tencent network, money paid through the user's praise, not only to enhance customer stickiness, but also for the industry set a new benchmark.
In recent years, with the rapid development of WeChat and other Tencent to pay financial business, CDC started to pay attention to and user pain points to explore the financial industry and the demand for payment, such as user experience, cooperative businesses pay for the attitude change, and some new technology for Fintech market promotion. Among them, one of the typical cooperation projects is — — Tencent CDC, the concept of user experience is applied to the design of micro banking App.
Today, we invite Chen Yan, general manager of Tencent CDC, to share with you the process of convergence between the Internet and finance. What interesting changes have taken place in the user experience?. Chen Yan: the user experience is only an abstract concept for many people. Since 2007, CDC has consciously begun experimenting with user experience evaluations of products. After 10 years of precipitation, we have established a scientific evaluation method and theoretical system for the user experience.
Specifically, the user experience of a product is good, through this system to assess, can be more scientific verification. From the four dimensions of content, usability, function / performance and brand, we evaluate them from two directions: attitude and behavior. We can use specific numerical indicators to show the current experience of the product, and the problems that need improvement.
Before a service for fund evaluation, we found that the user is very high to the market changes and the risk of prompt attention, also hope that more reference fund ranking and specific asset allocation, the function of the experience directly affect customer satisfaction. When the product team understands the information, it can adjust accordingly to the display priority of the relevant modules.
Q: what is the difference between different product standards for user experience evaluation? And how do we adapt this approach to different classes of products?
Chen Yan: in fact, to establish a complete system and method of evaluation, it is not necessary to do a universal formula. The biggest feature of this system is its flexibility.
Good user experience evaluation system according to the different growth stage of development, product positioning of different user groups, social progress, business model and the company's technology, content and method of continuous adjustment of the evaluation, tries to restore the market conditions and the real user evaluation research through evaluation.
Take the user experience, we often contact the content of this dimension, different products on the content requirements are not the same. Tool based products (such as browsers, cell phones, housekeepers), compared to information based products (such as news, micro-blog), the content of the weight in the experience system is different. There are some products on the strong dependence of the content, such as music, video, the user will only go along with the content well to use can be put aside, if the content of the product is not attractive enough, the product is good also is unable to retain users. Of these, we have experience in these years in practice.