In fact, the whole development cycle has been almost a year old, and we started to do it in 2016, so what we are talking about today is how to become a short-term product with a daily volume of more than 1 billion
So this time is still very grateful to everyone for their love of Douyin, then we will officially start now, well, we need to pull the time back to the second half of 2016, when we decided to enter the short ** market, in fact, everyone must have known that it was almost at that time was the outlet of the short **,
And there was a blank in the whole industry, um, but we still decided to join this battlefield because we were able to see the short, in fact, the whole development in the future. It is very, very potential, so we think that the short ** thing is worth entering, so we joined the war "epidemic", at that time, we also made a more extreme decision, I estimate that some people present may know, some people may not know, we made two short ** products at the same time, one is called Douyin, and the other is called Volcano, right, so at that time we were thinking that the whole industry has been so crowded, how can we find our user base, How can we find out our own characteristics in this group of so many short ** competitors, how can we fight this bloody road? At that time, we were very struggling with this issue. We were trying to figure out how we could solve this problem by making people like our products, so we thought about it for a while
We think that only with a new good experience, and then we can win the hearts of these users, but what is the new good experience, we have also carefully studied this matter, very long, at that time we uh did a lot of research and research, and then also did a lot of data analysis, we found that the whole industry um about the short ** products are very much, and then we will take the exam one by one, we put the industry in the similar, um, Not only domestic but also international almost more than 100 short products, we basically installed all of them on the mobile phone, all of our team to use these short products every day, we go to experience and feel, as the saying goes, we know ourselves and each other to win a hundred battles, so when we have experienced all the short products, we found. I found that alas, in fact, these short ** products now have tools and communities, but they don't let us feel bright in the process of using them, so we think this may be a hole that we can tear, and we said to all the people at that time that if we want to do it, we must do better than these products, and we want to make a sense of surprise for this product, that is, when you use Douyin for the first time, when you open this software, Do you have this feeling will not bring you a sense of surprise, and then a lot of data and user feedback, indeed I think we have done it, so what we are going to talk about next is the ultimate pursuit of product experience, how to do this mechanism about product experience? This matter is actually quite empty to say, including the fact that we were discussing with a few friends last night what is called the extreme, and I want to say two more words about it. The boss of their company will say that you don't pursue the ultimate in this thing, ah, you don't use the state of pursuing the ultimate to do this work, but in fact, the pursuit of the ultimate, I feel that he is actually an attitude, if you have this attitude, in fact, you are in the pursuit of the ultimate, you will have your inherent way of thinking, if we have a yardstick to measure the extreme, for example, from 0 100 to 100 is the extreme, I think maybe the extreme score in everyone's heart is different, some may be 60 he thinks is the ultimate, some may be 80 he can only feel the ultimate, some are even 100, some may even be more than 100, so the pursuit of the ultimate, I think it is a matter of opinion, so next, we will use the sound of how to pursue the ultimate, and then tell you how to consider the ultimate in making products, We'll have a couple of smaller cases later.
This is full-screen HD,I don't know if you will feel it for the first time when you use Douyin,Alas,This is a little different from other products,Why is it such a big full-screen**,I don't know what everyone's understanding of the full-screen thing is,Including what is the understanding of high-definition things,That is, we put a lot of short** and a lot of mobile phones together at that time,Let's do an experiment,And then we put the short** Upload to different APPs, and then we will find that some of the short ** is actually square, and some of the short ** upload is a rectangular one, and then there are few, almost no domestic short ** products are displayed with full screen, we were putting the same one exactly the same short **, put it in different sizes to see, and then put it in different mobile phones to see that we have a very deep feeling that it is full screen short**, no matter where he is. The visual impact is still pulling you into that short **, that is, to make you feel immersive, the full screen is very good, because we did a lot of blind tests to find a lot of people, and then for the matter of high definition, in fact, everyone knows that high definition actually has a cost, we decided to do high-definition short**, which means that our company has to pay more CDN costs, so this decision is also, well, everyone decided in a very tangled state, But let's look back at this matter today, we think it's extremely correct, and there is a small detail, I don't know if you have noticed, that is, the phone's native camera he shoots**It is full-screen, so since we have made a short**APP product on the mobile phone, then why don't we use the most original state of the mobile phone to present it, so we think this may be the most suitable for a manifestation of the short** product on the mobile phone, of course, it all depends on these.
It's not that the standard fee stream before is that it can be presented well, so you also have to design its special uh ui and interactive way for the full-screen presentation, so this is the way we chose full-screen HD at that time. me too me too me too
And then the other thing is about**We gave Douyin a uh slogan before,We said it's**short**,The app is mainly to save people outside,Everyone must think that it is to make a difference,Actually,We don't think so,Because the short** thing is actually you look at it carefully,There is a sound and no sound,In fact, or with**with**This thing gives people a completely different feeling,So**In the short** In this one, it's actually more like a filter, and it helps this short ** to have a very strong performance effect, so we also cut in from this perspective at the time, in addition, we were thinking about the positioning of the user group of Douyin short ** at that time, in fact, we thought that we had better do uh. Uh, because we made two at the same time, the f one was made more personalized, and we positioned one at the time, we hoped to be able to do it more overhead, so at that time, Douyin we defined it as a little more personalized, to have its expressiveness, to have its tension, so that he can be more attractive to our target group, we also did a very in-depth research on our target group at that time, for example, we found that young people they walk on the street, they will wear headphones, Their lives are especially school students,You will find that his life is actually quite simple,He goes to school from home every day,And then after school,In fact, a lot of time with him is**,So everyone is actually pursuing a**,When we find that our users are saying that the appeal of **, and then find that the short** theme is compatible with**, so we think that full-screen HD plus** is actually uh, we want to play.
I just want to and flutter flutter, oh noUh-huh, and then the other is the special effect filter, I don't know if you have ever seen the 2016 F12 rankings, that 2016 F12 on the list has a lot of this uh opening ah, this shooting tool of the filter, you will find that the Chinese actually quite like uh special effects, filters, these effects are indeed very different from foreign users, when we use a lot of overseas products, when doing research, We found that they don't actually pay attention to these details at all, they don't look at it, and say whether we should do some beautification effects for these people, whether we want to make some special filters to make this person look more beautiful, that is, I do think this may be a difference in culture and a difference in the country, when we decided to say that this product, we need to serve young users in China, then we took a look, and indeed young users in China are interested in special effects, beautification, and filters. This kind of small function is actually very care, who doesn't like a more beautiful self, so we took this as one of the key elements of us, um Douyin. oh, my god!
The last personalized recommendation, I think everyone must understand this without talking about it, because personalized recommendation is indeed what Toutiao is best at, and as a UGC community, if there is no personalized recommendation distribution, in fact, it is difficult for you to better distribute this short ** uploaded by so many users, and it can be reached more effectively, he likes his users, so at that time, we finally uh, after the 4 key QR points were settled, we were in these 4 directions, Uh, I want to say very much about the extreme, how do we make these 4 characteristics the best, then let's take a look at uh, a few key elements and a few key key words of Douyin, we have already. I don't know what you think about the name, but there are indeed many companies that don't really attach much importance to the name, maybe a few casually, and then the name is defined, so we did a lot of testing on the name, and I have the impression that we mobilized the whole team at that time, and even the whole company gave Douyin a top. Hundreds of names down, and then around these hundreds of names, we did a lot of user research, and then there were tests, and we found that the name is particularly important for a product, that is, when a user doesn't know your product, he can only see your name, uh, what kind of thing does your product tell, what is behind it? If you do the Internet, you will definitely know that the name is also very important for the conversion rate, so we have done a lot of testing on the name, and even spent a lot of money on testing the name, I think this is also a particularly critical point to be able to get to the name Douyin in the end, so you see that Douyin was not called Douyin at the earliest, in fact, Douyin was called point A at the earliest, and the name me actually belongs to us who are also well thought out, but what, We actually promote this product and communicate with users. Well, we found that it is not grounded enough in China, for us after all, it is a Chinese company, and then Douyin is indeed positioned in China, so we hope to say that he had better still have a Chinese name, indeed a point b is quite personal, because its English is answer me, that is, worship me, but always feel that the impression is not intuitive enough, so then we went online in this product, and after a few months, we changed the name again, Finally, it is defined as called Douyin, the name Douyin is actually quite interesting, Douyin is not what I think, it is an ideal product in our team, I don't know how everyone understands these two words, that is, Douyin is actually a verb, and then it will give people a very vivid feeling, because in the era of point A and B, we will find that when the user is playing this product, he will have some very special gameplay, that is, he will have it. Jingjing will do some tricks, at that time we saw that our users did spend a lot of time, and even a Douyin short** will shoot for a few hours, just to make the last 15 seconds presented, especially exciting, so we found that when they were shooting**, they were for camera movement, and then for the switching of various special effects, and then did a lot, and then this actually gave our product manager an inspiration, and then in addition, Douyin short** actually has the attribute of **, that** This thing is also particularly critical, I don't know if you have a feeling, that is, when you hear a ** that you particularly like, you will involuntarily shake your legs, yes, in fact, it means that you enjoy it, you love him very much, it means that you have been conquered by this song, so we feel that shaking is a special ability to express love and express the feeling of being very identified with this product, so we defined it at the time, and understood it, for example, uh, there are many products. Uh, what will they call the names of their products?
For that kind of word, he is too ordinary, I think we all feel that we are not individual, so when we defined the name of the Douyin product, we did a lot of questionnaires, as well as user research, this is indeed as we imagined that the user's acceptance of him and his curiosity have very much stimulated the user's curiosity about him, so we think this is a good name, so in the end, the name of Douyin is still used to this day, and this matter is particularly important. It is a particularly critical step for you to reach users, so you must pay attention to the name, and then Douyin and why we should call the name of this Douyin product Douyin short**, because your product not only has a name, you also have to give it a category, otherwise everyone actually has no awareness of your product, you just look at Douyin in fact, everyone doesn't know what it does, but if Douyin is short**, everyone will be very clear. I know that it is actually a short ** product, and it is funny, this is the name of Douyin, after we finish the name, then we must give this product, a good skin and a good soul, this refers to the skin actually refers to the use of a more vivid word, it actually means that this product must have a good accident and interaction, but a good accident and interaction, uh, many companies and many products are doing it physically, But we feel that something is always missing, so we think that a good product should be alive, it should be able to grow itself, so at the beginning you need to help him shape a character, or the so-called tone or style, so we also think a lot about this thing, and then include the design of the icon of Douyin, and then to the interaction of all the inside of Douyin. In addition, including to the external market promotion, including TVC, all the places run through the elements of the soul of Douyin, so that in fact, it will be given to all users, and the image of Douyin will be deeply implanted in the hearts of the people, I think this is also very critical, so we have been thinking about the soul for a long time, so we will take a look at the ipad of Douyin and um, everyone will feel it, that is, I remember when this icon was just designed, Including that when we were doing a lot of uh external marketing, some people reported that your iPad and all the things you promote in this market look particularly dizzying, because that iPhone is actually not a simple pattern, it actually has a lot of this kind of visual principle behind it, this has a little story to share with you, this iPhone is actually one of our company. Designed by a child in 92, he is a person who likes rock and roll, he loves rock and roll very much, and then once he went to see a concert rock concert, he suddenly burst out of an inspiration in the environment of that concert, that is, he felt that it was too in line with Douyin, that is, the light at that time, and the light and shadow at that time, and then so, he started from the graphic of the sound word, and designed a note IQ, and then. And then,And then the feeling of jitter was given to this icon of Douyin.,And then he did a small experiment on this thing at that time.,He used it with that kind of electromagnetic interference.,And then turned this thing into a **.,And then cut this ** into a lot of that kind of needle.,And then selected one of the most complete graphic needles.,And then at that time, the color that naturally precipitated to the back was that uh, that blue and that green., And then it looks like the whole TikTok is in motion, and you feel like it's moving, so we saw this icon, and then we put it on top of the name of that TikTok. The latter is Douyin's uh,The 1st version of the interface,Oh,This shouldn't be the 1st version,This should be after countless optimizations,The current state you will find that in fact, the color of Douyin's Douyin is good,And this kind of radio wave is good,In fact, it runs through all of Douyin's interactive design,And then I want to tell you about it.,It's about creativity and technology.,In fact, you can also pursue the ultimate.,We're in a lot of this kind of creativity and function points of Douyin., Including the technical aspect is also very concerned about how we can do better than others, how can we do it to give users a sense of surprise, and then I will use a short ** way to present to you, because it is a short ** product, I think the most primitive display, so that you can feel it more vividly, before I**this short**, I want to tell you first, that is, you can notice some key details in this short**. Well, as a user, how did he shoot a Douyin, you will see what he looks like when he is outside the lens of Douyin, and then what he looks like in this lens that is finally presented to Douyin, and then includes when he is shooting, his technique, the position of his hand, and then there is the holder of the Douyin mobile phone that we made specifically for him, and the airbag is also to assist him to shoot, so you can take a look at this**. thank you very much.
You got me, how are you, if you're in a public environment, when you see a person shooting something like this, he must be filming Tik Tok, because the range of action is huge, but the visual effect is actually pretty good, because uh it has a lot of this uh lens switching, and then in the process just now, you can actually find out that ah, when he is shooting, his finger will hold down the screen, and even when he presses the screen, his finger will slide, Then we are specifically to meet the user's small experience difference, we specially made the uh shooting button, that is, no matter how your hand moves the shooting button, it will follow your hand, which greatly reduces the user's insecurity when shooting Douyin, so this small detail is particularly important, this is also what we have observed a lot of Douyin, users when they shoot Douyin, and then, and talk to them, they give us feelings, We abstract this thing. What's next, I'd like to show you, um, our other ones, uh, some of the more creative uh special effects are um about hair dyeing, which is 3D hair dyeing, and our dryer, and then there's our um ar stickers, and our uh panorama stickers, these are actually all that we went to uh research with our L Life classmates, and I think you can feel it, she is only one timeThank you going to be my guess to be clear, this little girl is very cute, this one on the right is a big stage, 88 most of us champions i'M saying something you know and i33013 are both won, and there is also a one about AR stickers at the back.
thank you very much.Oh, i think that because these two are our meeting rooms, 38 started meeting in our company conference room, thank you, this is the rooftop of our company, yes yes, you don't know, h**e you had your questions asked us you get the same same same everyone for the senior stars going to go out, This is the special effect of panoramic stickers, our panoramic stickers will be used in this combination with many variety shows, and then they will also be used, for example, when this creator he may shoot in an environment that is not ideal, Then help him do some of the background segmentation. There are a lot of practical technologies in this, such as uh face recognition, body recognition, and this kind of um3D rendering, and then these are actually uh principles are actually deep learning and image recognition, and it is precisely because we have done a lot of this, um, this special effects and innovation combined with technology, which also helped Douyin, uh, at the end of 2017, to list the number one of the App Store, when the products and technologies can pursue the extreme, You will definitely bring a sense of surprise to your users, this matter is actually very important, Douyin uses a way that conforms to your own product disconnection, from full screen. it is.