Working on Internet products requires a lot of energy to be spent on overcoming the “narcissism” problem.
Narcissism that I am familiar with usually has several manifestations:
- Put things like “company dynamics” in prime locations. This is one of the typical symptoms of narcissism, based on the inexplicably formed assumption that “users care about us”. In fact, what users care about is whether they can quickly get satisfaction from you. Only competitors will pay attention to “us” like “us”.
- Pop-up windows or flickering icons are used to emphasize some “good things”, usually these “good things” are new features or promotions, or “questionnaires to improve your experience.” In fact, a “questionnaire to improve your experience” usually does not exceed 2% of users who are willing to fill in. For that 98%, this is interference.
- Make a dazzling Flash to introduce new features, or a long “help document”. This is based on the assumption that “users would rather fail the CET-4 and CET-6 exams and spend their time studying us”. How many websites can become a tool for users to make a living like “photoshop”? If not, then users will not “learn” from you. Just ask, which reader has studied Taobao’s help files when shopping?
- In the process of user use, “all-inclusive” description text (some to prevent complaints). This is based on the assumption that “when users communicate with us, they are as nervous and focused as listening to a judge on his trial.” In fact, no user likes to “read” on your website that much. What users think is how to leave this damn website early and go get a tryst with girlfriend.
- Before using the website services, users are required to register. This is also a typical narcissistic behavior. This is particularly common in e-commerce websites. This assumes that the user is willing to become a long-term user of the website before the first purchase is completed.
Just as important as “what to do” is “not to do”, and “not to do” must first be able to not be “narcissistic.”
