This article aims to conduct a comprehensive and detailed dismantling and analysis of ByteDance's new product - "Flying Chat" through five user experience elements: strategy layer, scope layer, structure layer, framework layer, and presentation layer, and combine competing products Analyze and provide your own suggestions for product design and operation. Article structure 1. Experience environment 2. Product experience analysis 2.1 Strategic layer 1) Product positioning The introduction of Feichao in the Huawei App Market is: "Feichao, an interest-based social app", and the introduction of Feichao in the official instruction manual is: "Feichao is a content community + instant messaging tool"
. Its main function modules include instant chat, interest groups, and public homepages. Divided from the types of products in the social field, the current social products on the market can be roughly divided into instant messaging-based social products represented by WeChat and QQ , content-based community-based social products represented by Tieba and phone number list Douban , and There are three categories of square-type open social products represented by Weibo . The official introduction and main functions of Feichao include both content communities and instant messaging. According to this analysis, Feichao should belong to the combination of social products with a tiered community-based social product and an instant messaging-based social product. ; In terms of the
strength of social relationships, the current social products on the market can be roughly divided into two categories: social products for acquaintances represented by WeChat, and social products for strangers represented by Momo. While Feichao is an interest community, it also recommends friends that users may know. The dynamic function setting is similar to Moments. Therefore, we can think that the product positioning of Feichao is to build on interest as the starting point. While socializing with strangers, it can also take into account the socializing of acquaintances. From the above two levels of division, we found that Feichao’s positioning is different from its brother