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Why does wechat choose one out of two?

2022-05-07 13:57:1236kr

WeChat official account launched A new feature , You can set up a quick private message entry at the bottom of the article , Even the official account without message function can interact with readers .

Different from the message function , The entry name of express private letter is 「 Send a message 」, The message function is called 「 Write a message 」.

Quick private message function entrance

Message function entrance

I used this new feature in yesterday's article , Many readers have tried .

From your usage scenarios and habits , In fact, it is no different from the message function . From my usage scenarios and habits , There is no difference between dealing with private messages and dealing with messages .

The only difference , Is that messages can be put out for others to see , The private letter is only the interaction between the author and the reader .

Of course , The application scenario of private message function is actually more than message function , Because it can link a series of functions in the background of official account , For example, keyword automatic reply 、 Service menu bar 、 Historical news .

In order to ensure the author's experience of using fast private letters , When the wechat team sends a private message on the reader side , It will automatically bring the link of the corresponding article .

The advantage of this is to let the author intuitively know which article this private letter comes from , So as not to be confused .

Launch of quick private message function , For the official account without message function, it provides a little convenience , But there has been no fundamental change .

The reason is that , It is because the front of the function entrance shortens the path of interaction between readers and authors .

before , For the official account without message function , After reading the article, even if the reader has the desire to express , There is no exit , Unless you step by step into the official account home page to send messages to the author .

Now? , At the bottom of the article, there can be a 「 Send a message 」 entrance , This provides an outlet for the expressive reader .

For the author , The probability is that you can get more feedback . Need to know , It's an important experience for authors to get feedback .

Careful readers must have found , After using the quick private message function, you can't use the message function , It's the same from the background .

in other words , This is a 2 choose 1 The function of .

that , Why did the wechat team do this ?

Next , Talk about my understanding , I'll go from Use scenarios and Functional design Two aspects serve as the basis for discussion .

As I said before , When using the shortcut private message function , My usage habits and readers' usage habits are actually no different from messages .

There's no difference here , Mainly from the perspective of information and interaction .

Whether it's a message or a private letter , The reader's appeal is to transmit information to the author . Whether it's for or against 、 Or emotional catharsis , What readers need is a functional entry .

therefore , Both messages and private messages can play the role of this portal . In a way , These two entrances play the same role in the same scene .

Straight white point , Users don't care about you. Here is 「 Write a message 」 still 「 Send private messages 」, They just need an expression portal .

Think in reverse , If the message and private message functions can be used at the same time , Then there will be two entries at the bottom of the article , Like this .

From an intuitive point of view , When you have an appeal , You will choose which entrance to complete ?

It's like you're in a hurry to find a bathroom in the mall , When I walked to the door, I found a door that said bathroom 、 The other one says toilet , Which one will you enter ?

Leave a message 、 News or not , It carries information . In order not to confuse users between two similar choices , Separating the two is a better choice .

occasionally , Having more choices is not a good thing , It will interfere with the user's judgment .

therefore ,2 choose 1 The design of is for the consideration of readers , Also for the author's consideration .

Roughly speaking , Authors don't use fast private letters very often , Unless there are some special business plans .

such as , The author will guide the reader to reply to a keyword in the background to get some additional information . And here it is 「 backstage 」 It is incomprehensible to some readers , If you happen to have a message function at this time , Then they will reply by leaving a message .

Such embarrassment , I've met more than once .

Again, functional design .

After the message function is enabled, there are several permission settings , Respectively, all users can leave messages and users who have paid attention can leave messages , Attention has also been paid to 7 Days or more .

in other words , Even readers who do not follow the official account can send information to the author through the message function .

Private letters are different , Only readers who have paid attention can send private messages to the author .

There may be a conflict here , Suppose that the message and private message functions can be turned on at the same time , And the author has set up all users ( Including not paying attention to ) You can leave a message , That may conflict with the rules of private message function .

for instance .

When these two entries appear at the bottom of the article at the same time , Readers who don't follow may randomly choose an entry to publish information .

If you choose 「 Write a message 」, Then he can successfully leave a message to the author .

If the choice is 「 Send a message 」, Then he will fail to publish because he doesn't pay attention to the author .

A success , A failure , From the logic of functional design, there is bug Of .

therefore , Integrated use scenario and function design , This is what I think wechat makes 2 choose 1 The logic behind the decision .

Essentially , The isolation of these two functions is not an interaction design problem at all . Wechat team should consider , Not as hasty as the outside world seems .

Of course , What I said is not necessarily right .

This article is from WeChat official account. “ Tang Ren ”(ID:RyanTang007), author : Tang Ren ,36 Krypton authorized release .

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author[36kr],Please bring the original link to reprint, thank you.

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