Xi Wu is the head of Tencent Cloud Basic Product Design Studio. She has 10 years of experience in experience design and management at Tencent.
Throughout the development trend of product Internet, enterprises have been productizing their core technology services and continuously making their capabilities and services bigger and more comprehensive. And behind the scale growth and technical upgrade changes of these enterprises, they often face some common problems. For example, when the business grows in scale, whether the internal design and R&D level can also keep up with the pace of enterprise development; for example, when facing the situation of huge product volume, high-speed iteration, complex business and diversified customer base, how designers can effectively cut in to enhance the product experience, etc.
In this User Friendly 2021 conference hosted by UXPA, guest Wu Xi analyzed and discussed these issues by combining Tencent Cloud’s research and practice of relevant product cases in the past one or two years.
In the past few years, the cloud computing industry has been in a stage of rapid development. Taking Tencent Cloud as an example, we have been continuously productizing our core technical services to build our to B product and service platform, and continuously extending across borders to the surrounding industries to create Tencent Cloud solutions for government, cultural and tourism, and financial industry solutions, and so on. In this process, our services are constantly being improved.
The range of cloud products or cloud services is very wide. The projects we have contacted include different cloud service models, IssA, PaaS, SaaS, and different cloud delivery forms, public cloud and proprietary cloud. There are also different types of customers to interface with, and we have a developer-oriented design.
These cloud products with very complex business logic are gradually transitioning from the stage of fighting product technology to the stage of fighting the overall service experience. The business transformation of the product and the experience of the word of mouth are closely linked, and the user’s word of mouth in the management use stage often determines our repurchase rate and customer acquisition rate. Therefore, products with high experience often have more say in the market competition.
In the face of such a huge volume, high speed iterations driven by market competition, complex business logic and multifaceted customers, how to effectively improve customer user experience is also a problem we have been solving in recent years. We will cut into the experience management of our cloud products from three perspectives: first, to unify production tools, second, to clarify the experience strategy, and third, to build our metrics system.
First, we will talk about the unified production tools. When enterprises develop at a high speed, they will encounter a common problem, that is, when the business scales up, whether the level of internal design and R&D can match the pace of business development, and there are various problems around the whole cycle of product development, such as inconsistent design experience, many R&D bugs, and poor team collaboration efficiency.
In Tencent, we solve these problems by building a perfect design system. For example, we will unify the design model, define development standards, optimize the collaboration process, and so on. For us, the design system is a set of best business practices that the company has precipitated through business to guide the design and development work. Non-design professionals may ask what is the design system, is it just a set of design specifications or is it just a set of front-end components? In our definition, it is a set of best business practices that are precipitated through the project to guide the design R&D work, including the top-level design language, design methods, and multi-terminal specifications and materials and tools to improve efficiency, etc.
In our perception, the design system can cover the standardization of product design at multiple ends, such as Tencent Cloud’s specifications, including official website operation, middle and backstage, mobile end, etc. At the same time, the design system also runs through the whole process of our design work, providing our designers with a lot of professional methodological guidance. For example, in the user research stage, we will provide designers with various types of developer user portraits. The users of the design system are not only designers, we will provide different specifications and tools for different user roles, for example, we will take into account the front-end development, product managers, operations, designers and so on to provide different documentation content.
These are some of the things our team has done in recent years in building the design system, which has allowed us to continuously improve the consistency and ease of use of Tencent Cloud products, while also greatly improving our manpower costs, and most of our business can be done without visual design and UI development.
In addition to the accumulation of production tools mentioned above, we have also worked with colleagues from other BGs in Tencent to create a platform called Tencent Design Cloud to open up our design methods, business assets and design tools to the public.
Tencent Design Cloud is a one-stop design and R&D solution developed and used by Tencent itself. It brings together a variety of design and R&D products and collaborative tools derived from Tencent’s mature business practices, and provides various tool capabilities for enterprise customers and Tencent’s internal product teams.
With good tools, a clear and explicit product experience strategy is also needed to ensure the correct experience direction. For example, many of our products are middle and back office products. Through a large number of work orders and some user feedback collection, we have concluded three directions for middle and back office products in experience optimization. In the second direction, we focus on the construction of business documents outside the business to provide a variety of effective user help guidelines. In the third direction, we work with our product colleagues to build some intelligent services within the business and create various user self-help tools, so that our business can more intelligently sense the user’s current usage scenarios and solve their current problems. These design paradigms will be promoted within the team, and it is actually a project case behind them. In this year, Tencent Cloud has launched an experience management campaign to reduce work orders by half, and these design paradigms have helped us effectively achieve our business experience management goals.