1. ? Experience system environment
terminal: PC&; APP-side
mobile APP experience environment and version number: Huawei mate7 Android 6./ software version v7.3.
2. Background
Baidu School (also known as School or π) is a high-quality topic discussion community under Baidu, which advocates knowledge, authenticity, interactivity and interest, and encourages users to share knowledge, find answers, think independently and find like-minded friends here
2.1? Background of the times
clay shirky defined "cognitive surplus" in his book "Cognitive surplus" as follows: people who are educated and have free time to spend have rich knowledge background and a strong desire to share, and their time comes together, which has a huge social effect. The emergence of the Internet, especially the arrival of the mobile Internet era, has made knowledge sharing more convenient, and the power of cognitive surplus has been fully amplified. We have entered a dividend era of cognitive surplus, and Baidu School was formally born under this background, which is the product of knowledge economy and content era.
2.2 ? Product background
Baidu Know is an interactive knowledge quiz sharing platform based on search. It has been 11 years since it was launched. In the past 11 years, Baidu Know has solved more than 4 million problems and accumulated a large number of loyal users. Baidu pie (also called pie or π) is a high-quality topic discussion community derived from Baidu's knowledge, which advocates knowledge, authenticity, interactivity and fun, and encourages users to share knowledge here. Different from Baidu, Baidu School is a more professional, quality, detailed and in-depth topic discussion community, and fully integrates social elements.
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3. ? Restore product
3.1 user-scenario-demand
3.2 product architecture
3.3.1 business logic
3.3.1 From the main line of content,
the key data is the published questions and professional answers to the questions, and the problem is that there are information acquirers (questioners).
3.3.2 From the user's main line,
No matter who asks or answers questions, they need to register their real names and verify their identities before they can ask and answer questions on the platform, and a mutual attention mechanism has been set up
3.3.3 From the channel terminal,
Baidu has a PC segment and a mobile terminal, and the PC terminal has an independent domain name, and the mobile terminal belongs to a sub-section of Baidu Know APP. Both PC and mobile can ask questions and answer questions.
3.3.4 From the information display,
PC side: questions, answers, topics, likes, other answers, favorites, topics of concern, favorites, recommended topics, hot topics, my questions and my answers
APP side: questions, answers, topics, likes, readings and answers. Among them, my questions, my answers, and the cumulative number of likes coincide with the data that Baidu knows.
4. User experience evaluation
4.1 Usage and ease of key functions
Key functions include: asking questions, answering questions, searching questions, searching users, and paying attention to
Asking questions: in terms of asking questions, there is basically no threshold at present, and the operation is relatively convenient
Answering questions: At present, the criteria for the quality answers of Baidu parties. Although these standards are not limited from the product level, the follow-up operation strategy will definitely take this as a reference, as a minimum evaluation standard for high-quality content, and give a certain tilt in recommendation and exposure, so that the answering style and standards of Baidu School's questions are shown in the dominant layer as a part of community culture. For these requirements, the question and difficulty of answering are improved to a certain extent, and the content quality is guaranteed.
question search: at present, accurate search is not supported in question search, and there are still experiential problems in fuzzy search, which is what Baidu needs to optimize.
User search is basically the same as question search. For example, when I want to search for the user name "Learn from Xiaoxian", I enter "Learn from Xiaoxiao" as shown in the following figure, but when I search for "Xiaoxian", it shows no results. The user search experience needs to be improved.
attention: the user's attention is basically in line with the current habit of attention, and the operation is relatively convenient.
Of course, since Baidu School is also in its infancy, it is understandable that the problems mentioned above appear, and the follow-up Baidu School will get better and better in the experience level.
4.2 ? User adhesion degree
At present, it is in the internal testing stage, and most of the invited internal testing users are active and talented users, so the user adhesion degree is high. With the opening of Baidu School, users obtained at least on the basis of Baidu knowing the traffic can establish relatively good stickiness.
4.3 ? Overall evaluation of users is
no
5. Subsequent product iteration and content iteration deduction
For Baidu School, it is the inevitable result of Baidu's knowledge development. The key to Baidu School's difference from Baidu's question and answer lies in three levels: specialization, precision and depth. In terms of positioning, Baidu knows that it should be a light, popular and lightweight question-and-answer product, while Baidu School is a professional, detailed and in-depth question-and-answer product based on Baidu's knowledge. Therefore, compared with Baidu, Baidu's questions and answers should be more professional, detailed and in-depth.
5.1 operational division
Judging from the comments on Baidu School on the Internet at present, most people almost equate Baidu School with a professional Q&A community like Zhihu. So how do you distinguish yourself from Zhihu? As far as the premise experience is concerned, it can be deepened from two points:
5.1.1 atmosphere is divided: Zhihu gives people the impression of being professional, serious and cold-hearted, while Baidu School's atmosphere is relatively mild from the current experience, and of course, it is necessary to gradually establish a more divided atmosphere in the later operation. For example, Baidu School can integrate mild, sexy or lively atmosphere elements on the basis of professionalism.
5.1.2 ? Differentiate users: The biggest resource and advantage of Baidu School is that it is a more specialized, refined and in-depth question-and-answer product based on Baidu Know, which meets the question-and-answer needs of Baidu Know users at a more professional level. Therefore, in the early stage, Baidu sent users not to grab users from Zhihu, but to further transform based on Baidu's knowledge and make users sticky. This is the biggest advantage of Baidu's products, because users' own knowledge of Baidu has been established, and users' question-and-answer habits have been cultivated. Baidu School is further deepening on the basis of Baidu's knowledge. This transition is very natural, and to a certain extent, it can further enhance Baidu's stickiness in knowing users.
Baidu faction is a platform. Since it is a platform, it must have a bilateral or multilateral effect. Baidu faction belongs to a bilateral platform. This is mainly manifested in the fact that on the one hand, it is a question-maker, and on the other hand, it is a talent & Experts (or KOL), the bilateral users, can actually overlap. Specifically, we can divide the users into the following three parts:
Simple questioners (users)
Simple professional respondents (experts in the field) will not only ask questions, but also answer questions in their own professional fields (expert users have both the need to ask questions and the ability to answer questions from other users). The key to the operation of the platform is to exert the bilateral effect, and the two times of the platform is a process of mutual balance.
In front of us, we combed the basic business logic of Baidu School. If Baidu School wants to operate this product smoothly, it must first ensure the smooth operation of its most basic business logic, and the core work should be as follows:
Experts &; Inviting KOL users to register
attracting users who are known to be active or talented by Baidu
optimizing the user's question publishing experience and quickly matching experts in related fields, it is very important to eliminate zero-reply questions in the early stage (set a deadline for answering questions, and those who exceed the deadline can be given priority exposure and recommendation)
For ordinary users and experts & The goal of experts:
For ordinary users: The goal is to ensure that the questions posted by users can get expert, precise and in-depth answers quickly
For experts &; Daren: Can make experts &; Daren's professional answers are recognized, and these groups are given certain personal brand exposure and promotion opportunities.
For the early operation of Baidu Pai Platform, the quantifiable objectives are:
Content core objectives:
Number of questions published
Question answer rate
User core objectives:
Experts &; Talent occupancy
user registration
On the basis of ensuring the achievement of the above objectives, do a good job in product optimization and experience, and do a good job in building and guiding the Baidu community atmosphere.
the operation of Baidu pie can be divided into three stages:
the first stage ensures the smooth operation of Baidu pie's basic business logic (including the perfection of product core functions)
the second stage:
1) at the product level: expanding product functions (such as column articles, special topics or brand content subscriptions, and other extensible functions)
2) at the content level: content. Talent joins in creating conditions and making attractive packaging
-experts &; The open source mechanism of talent acquisition is established: a. external direct acquisition; B. Mining and cultivating opinion leaders in user groups
4) Exploring corresponding modes in commercialization < P > The third stage: on the basis of ensuring user experience, improving commercial liquidity, realizing subsequent innovative gameplay, and even incubating internal products. (All products that are not aimed at final realization are hooligans, hahaha)