Terminal: PC &；; End of application
Mobile APP experience environment and version number: Huawei mate7 Android 6.0/ software version v7.3.0
2.？ Birth background
Baidu Academy (also known as Academy or π) is a high-quality topic discussion community under Baidu. It advocates knowledge, authenticity, interactivity and fun, and encourages users to share knowledge, find answers, think independently and find like-minded friends here.
2. 1 ? Time background
Clay shirky defined "cognitive surplus" in his book Cognitive Surplus: educated people who can spend their time freely have a rich knowledge background and a strong desire to share, and their time comes together, which has produced great social effects. The emergence of the Internet, especially the arrival of the mobile Internet era, makes knowledge sharing more convenient, and the power of cognitive surplus is fully amplified. We have entered a dividend era of cognitive excess, and Baidu School was formally born under this background, which is the product of knowledge economy and content era.
2.2 ? Product background
Baidu knows that it is an interactive knowledge sharing platform based on search. Since its launch 1 1 year. In the past 1 1 year, Baidu has solved more than 400 million problems and accumulated a large number of loyal users. Baidu School (also called pie or π) is a high-quality topic discussion community derived from Baidu Know, which advocates knowledge, authenticity, interactivity and fun, and encourages users to share knowledge here. Different from Baidu, Baidu Academy is a more professional, quality, detailed and in-depth topic discussion community, which fully integrates social elements.
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3.？ Simplify products
3. 1 User-Scenario-Demand
3.2 product architecture
3.3 Business logic
3.3. 1 From the main content line,
The key data are published questions and professional answers. Questions are published by the information acquirer (questioner) and recommended by the platform. Respondents can see professional answers through topic classification and question presentation.
3.3.2 From the main line of users.
Both questioners and respondents 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 established.
3.3.3 From the perspective of channel terminals
Baidu has a PC board and a mobile terminal. The PC section has an independent domain name, and the mobile terminal belongs to a sub-section of Baidu Know APP. Both PC and mobile can ask and answer questions.
3.3.4 From the perspective of information display
PC: Questions, answers, topics, likes, other answers, collections, topics of concern, collections, recommended topics, hot topics, my questions and my answers.
APP side: questions, answers, topics, books, reading, answers, other answers, my questions, my answers, cumulative likes. Among them, my questions, my answers and cumulative likes are consistent with the data that Baidu knows.
4. User experience evaluation
4. 1 Use and ease of use of key functions
Key functions include: asking questions, answering questions, searching questions, searching users and paying attention.
Question: At present, there is basically no threshold for asking questions, and the operation is relatively convenient.
Answer the question: At present, the judging standard of Baidu Party's high-quality answer is not less than 500 words, and the answer should be accompanied by pictures and in-depth analysis. Although these standards are not limited from the product level, the follow-up operation strategy will definitely take this as a reference, as the minimum evaluation standard of high-quality content, and give a certain tilt in recommendation and exposure, so that Baidu School's question-answering style and standards can be displayed in the dominant layer as a part of community culture. For these requirements, the difficulty and difficulty of answering questions are improved to some extent, and the content quality is guaranteed.
Question search: At present, question search does not support accurate search, and fuzzy search still has experiential problems, which is also the place that Baidu Academy needs to optimize.
User search: basically the same as question search. For example, I want to search for the user name "Learn to operate with Xiaoxian" and enter "Learn to operate with Xiaoxi", and the following figure is displayed, but the search for "Xiaoxian" has no result. The user search experience needs to be improved.
Note: the user's attention is basically in line with the current attention habits, and the operation is more convenient.
Of course, since Baidu School is also in its infancy, it is understandable that the above problems occur, and the follow-up Baidu School will get better and better in terms of experience.
4.2 ? User attachment
At present, it is in the internal testing stage, and the invited internal testing users are mostly active and talented users, with high user stickiness. With the opening of Baidu School, at least users based on Baidu's traffic knowledge can establish a better attachment.
4.3 ? Overall evaluation of users
no
5.？ Subsequent product iteration and content iteration deduction
For Baidu Pai, this product is the inevitable result of the development of Baidu knowledge. Baidu Pai differs from Baidu Q&A in three aspects: 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 Academy is a professional, detailed and in-depth question-and-answer product based on Baidu's knowledge. Therefore, compared with Baidu, Baidu's question and answer should be more professional, detailed and in-depth.
5. 1 operation area
Judging from the comments on Baidu Academy on the Internet at present, most people almost equate Baidu Academy with a professional question-and-answer 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: Zhihu gives the impression of being professional, serious and aloof, while the atmosphere of Baidu School is relatively mild from the current experience. Of course, it is necessary to gradually establish a more divided atmosphere in the later operation. For example, Baidu School can incorporate mild, sexy or lively atmosphere elements on a professional basis.
5. 1.2 ? Differentiated users: The biggest resource and advantage of Baidu Academy is that it is based on the more professional, refined and in-depth question-and-answer products that Baidu knows, and meets the question-and-answer needs of Baidu-known users on a more professional level. Therefore, in the early stage, Baidu did not rob users from Zhihu, but further transformed Baidu's knowledge to make users sticky. This is the biggest advantage of Baidu products, because users' own knowledge of Baidu has been established, and users' question and answer habits have been cultivated. Baidu Academy is further deepened on the basis of what Baidu knows. This transition is very natural, and to some extent, it can further enhance Baidu's stickiness to users in Zhihu.
Baidu School is a platform. Since it is a platform, it must have bilateral or multilateral effects. Baidu faction belongs to a bilateral platform, which is mainly manifested in the fact that on the one hand, it is a problem maker, on the other hand, it is a talent &; Experts (or KOL), bilateral users can actually overlap. Specifically, we can divide users into the following three parts:
Simple questioner (user)
Professional respondents to simple questions (experts in this field)
I can not only ask questions, but also answer questions in my own professional field (Daren users have both the need to ask questions and the ability to answer other users' questions).
Of course, this is another story. The key to the operation of the platform is to exert the bilateral effect, and the platform twice is a process of checks and balances.
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. The core work should be as follows:
KOL users invite experts to settle in.
Baidu knows whether to be active or attract users to register.
It is very important to optimize the user's problem publishing experience and quickly match experts in related fields. It is very important to put an end to the problem of zero reply in the early stage (set the deadline for answering questions, and those who exceed the deadline will be given priority in exposure and recommendation)
For ordinary users and experts &; The goal of each talent:
For ordinary users: the goal is to ensure that users can quickly get expert, accurate and in-depth answers to publishing questions.
For experts &; Talent: Can experts &; Talent's professional answers are recognized, giving such groups certain personal brand exposure and promotion opportunities.
Quantifiable objectives of Baidu Pai platform in early operation;
Content core objectives:
Number of problem versions
Question answer rate
User core objectives:
Occupation of experts and talents
Number of user registrations
On the basis of ensuring the realization of the above objectives, do a good job in product optimization and experience, and do a good job in creating and guiding Baidu community atmosphere.
The operation of Baidu School can be divided into three stages:
The first stage ensures the smooth operation of Baidu's basic business logic (including the improvement of product core functions).
The second stage:
1) at the product level: expand product functions (such as extensible functions such as column, special topic or brand content subscription).
2) Content level: Themed and branded content.
3) On the user side:
-Establish an open source mechanism for users' acquisition to ensure users' continuous acquisition.
-Continue to be an expert &; Talents join in, create conditions and make attractive packaging.
-Experts &; The establishment of open source mechanism for talent acquisition: a. external direct acquisition; B. Digging and cultivating opinion leaders among user groups
4) Explore the corresponding model in commercialization.
The third stage: on the basis of ensuring the user experience, improve the commercial liquidity, realize the subsequent innovative gameplay, and even incubate the internal products. (All products that don't aim at final realization are hooligans, hahaha)