We first look at a story, the founder of WeChat Zhang Xiaolong for how to convey the interpretation of the product to the user: many times the product manager to do a function, rather than to do a positioning. After I summarize it, the function is to do the demand, positioning is to do a kind of psychological appeal, that is to say, positioning is the bottom of some psychological supply. Usually we do software, a web page, this version of the function update, 1, 2, 3, 4, 5, and then as far as possible to put some technical indicators listed in the above, tell the user that we have enhanced the performance of this, the format is more, the download speed from how many K per second to how many K. We always treat the user as a technical expert, a technical expert, a technical expert, a technical expert. We always treat users as technical experts and robots, but that's not what they want. So in our products, we always insist on one principle - do not expose the technical indicators to the user as much as possible, we will prohibit the display of downloading, how many kilograms per second, and do not display the word "download" as much as possible. Similarly, when we do an update, why do we do a new feature introduction? Are users really interested in your features? Although this is everyone's daily routine, users don't need it. What the user wants is not to know about your parameters, features, technical specifications and all these things, what the user wants is what new experience you are offering him. Through this story, we can see that user experience, not a technical work, but an art work. User experience is not to show their own technology, not stand in the technical point of view of a kind of presentation. So the user wants a kind of, depth perception, this perception is the user can understand, also care about a kind of inner feeling, this is the product to build the depth of the power of perception, but also marketing to convey to the user's depth of perception. No matter how good-looking and easy to use, no matter how fancy the marketing vocabulary is, it only improves the user's experience, and it is difficult to bring about qualitative changes. Only the depth of perception brought to the user, is the user's buying point. Just like Steve Jobs' advertisement for iPod was "put a thousand songs in your pocket", he didn't mean how many gigabytes the hard disk is and how fast the CPU is, because these are technical words. Similarly, users may not really care about how many CPUs you have, because they will never understand how fast the CPU is. iPod, putting 1,000 songs in your pocket is a kind of deep perception that users need. How to establish a deep user perception system, there are generally several ways: 1) Let the user have confidence in the product. Users need a data, an image representation to feel the value point of the product, need to build a perception system for them. 2) Find out the source of the feeling for the user. The product to the user's feelings, there needs to be an impact, the impact of the embodiment of this impact is to be tangible, because tangible can be perceived. 3) Let the user feel the driving force. Provide the user with a point of perception of their own harnessing power. Here are some cases, let's look at how they created a superb perceptual experience for the user's story. The first case, 360 did not perceive, create the story of perception. Previously said 360 do router, router antenna, network port story, the essence of this story is not concerned about the user perception, the designer is only concerned about their own inner thoughts. Here is 360 Zhou Hong _ said another very interesting story. 360 made a small feature, although some people do not like, but the vast majority of users feel very good. Because we have been thinking, how to tell the user's computer is not in good condition. Usually, the user's computer is not 1 and 0 two states, not either no problem, or there are viruses, Trojans, but a lot of gray state. Moreover, we found that Chinese users from childhood by the test education, although hate the test, but we are eager to score, so we set a physical examination score, many people look at the physical examination score is very angry, how to get 60 points, 70 points, I want to optimize, optimize, we will automatically scan to solve many problems. Users can't perceive, but you have to create perception. Similarly, a lot of action inside the Apple, iPad flip screen, is not a simple uniform motion, is an accelerated variable-speed movement, to the edge of the time, there will even be a rebound, why Apple will do so detailed? We do a product, 360 security desktop, in the personal computer to try to imitate Apple's iPad experience, we do the first version of everything change to switch the screen back, after doing so, no feeling at all. We found an expert, consulting only to find that there is an acceleration function in Apple, there is a model of movement, so that its experience can be perceived by you. Through this story, we can see that the user's evaluation of the product, in fact, most of them are from the perception system, if the user has a perception of the product, so that the rating of the experience will be high, and if there is no perception, he has no feeling point. And there will be a lot of people say, I have no perception of this score, but in fact the child is very sensitive to this score, now the children's exams are a lot of 90 points, if the child sees the home computerized physical examination on a 70 points, is not that you can be proud of. Some parents in order to motivate the child, must be the computer physical examination score to 90 points or more. There are also some older users who are very serious, if the score is low, they will also be very entangled. This score is a user perception point. The second case, Ford's story of creating perceptions for users for its cars. The Mustang developed by Ford was very successful, characterized by its strong horsepower, and in the 1990s Ford modified the Mustang to continue to increase its horsepower, but in the end, the feedback from users was that they thought that the horsepower of the new Mustang was not strong enough. But the Mustang did have more horsepower, so why the feedback? Ford sent out a sociologist, who spent two months sitting in users' cars and observing them, and the report that came out after two months said, "Horsepower in a car is not just a string of statistics, it's a full-body experience." Why did the users feel the horsepower wasn't working? Because the car was redesigned to be less noisy and vibratory than it was. The story of the Ford Mustang exemplifies that the good aspects have to be perceived by the user, and the bad aspects, if perceived by the user, will have a negative effect, such as noise, which needs to be reduced to the user's perception of this aspect. And for horsepower there is the pursuit of the need to increase the roar of this engine, but instead, the user will be more perceptible. So reduce the bad perception, enhance the good perception, which is the key factor affecting the user's evaluation of the product. Very often, the product design a whole lot of elements, but the user will not be perceived, need to highlight some key points, so that the user can be perceived. The third case, about the user's own driving experience. A lot of men's restroom urinal inside, generally will put a few like ping-pong like a few small balls, the actual that is camphor balls, can deodorize, in fact, there is also a role, through the psychologist's test, with this small ball, most people will be to the ball, so that the health will be better. Because people have a depth perception of what they are doing. There's a urinal in Amsterdam, Holland, that has a little fly on it that's painted on it, and the people who go to the restroom, who don't know that it's painted at first, are so happy that they all shoot at that little fly. In fact, this little fly, which reduces spills by 80%, also brings users a different kind of entertainment, as well as a deep psychological perception. The story of the urinal with a fly on it shows that users have more confidence in a product if they have some sense of mastery over it. The product needs to find out what pleases the user and build it in depth to bring about a good user experience. The fourth case, a story about the Windows Vista operating system. Microsoft's Windows product is really a great product that changed the history of mankind, on August 24, 1995, the release of Windows 95 stirred up the whole world. 2007, Microsoft released a new generation of operating system Vista. at the conference, Gates said, "Vista is a very successful product, a product that we are very proud of. Vista is a very successful product, one that we're very proud of. I think you've noticed people talking about the exciting new features they're enjoying with Vista, and a lot of the new hardware that's coming out is available in the new operating system." In addition, Gates credits Vista with integrating numerous security features such as user account control, IE7 protected mode, kernel patch protection, driver signing, and more. These new security features make the WindowsVista system than the previous Windows system, in terms of security is indeed a revolutionary step forward, it gives users a new operating experience. At the beginning of the development of the new generation of Vista, Gates put forward three major goals for Vista: 1) the complete use of C#, to improve the development efficiency. 2) the development of a new file system WinFS, you can store each file as a database, so as to maximize the mastery of data, to combat the competitors. 3) the development of a new display technology Avalon (later renamed as WPF), breaking the client software and the website user interface boundaries, thus eliminating the difference between Microsoft's best clients and competitors' more advantageous websites in the eyes of users, and improving Microsoft's competitiveness. 2007 Vista launch, Bill Gates said: Vista system is a very successful product These three goals, although strategically very smart, but the technical realization of the difficulty is too great, because it is in the use of their own immature Technology development of the most critical products, and at the same time dependent on the speed of development of Intel chips. As the goals set were technically oriented and technically difficult. After three years, Microsoft Windows development engineers were exhausted, but success seemed elusive. The teams gradually lost confidence that they were engaged in an impossible task, but were afraid to tell Gates. The end result was that Vista overturned its previous 3 major goals and was rebuilt, but ultimately became a failed product. In reality, users just wanted faster boot times than they originally had. Why is user experience important, because users judge and choose based on their own experience. Poor experience, even if there is no alternative, users will not choose, just like Vista. Thinking about the summary of the user's perceptual system is very sensitive, and sometimes it seems to be very ridiculous, but people are often prone to technology, functionality and other oriented, and forget about the user's perceptual system. No matter how good the product itself looks and works, or how beautiful and exciting the marketing rhetoric is, it only quantitatively improves the user experience, but does not result in a qualitative change that leads to a real decision to buy. Only the depth of perception will lead to the user's purchase decision, and this is where the power of marketing lies. Note: This article is excerpted from the book "Uplift", "Uplift" is a must-read for product managers and entrepreneurs, from the cognitive pattern, system and methodology of the three levels of Uplift product cognition to provide scientific guidance, the author Peng Yao is Mr. hometown, co-founder of the Elephantine Technology and CTO, a typical product-type and technology-based managers, senior big data experts, AI experts and product specialists, with nearly 20 years of development and product experience. development and product experience, you are welcome to buy his new book, "Ascension", click to read the original text to buy. Mr. Virus (ID: virussir), Internet analyst, well-known planner, social marketing expert, viral marketing researcher, advocate of the theory of "basic activation", more than 10 years of experience in integrated marketing communications, services, including Tencent, Kugoo, Watson's, including more than a hundred well-known enterprises, has served in two well-known 500 foreign companies, with rich experience. He has worked for two famous 500 foreign enterprises, and has rich experience in both A and B side. Mr. Virus, a self-media company, has more than one million fans.