Young people fall in love with the old version of the App just to escape the algorithm
App is also a kind of product. Designers should organically integrate function and aesthetics. Overemphasizing beauty and neglecting functional convenience will cause inconvenience to users. However, designing a bunch of complicated functions to maximize benefits can only provide The user brings a bad experience.
Designers must have integrated thinking, think about problems from multiple angles, and design products with empathy.
——Zhang Zhixian, Associate Professor, School of Art, Southeast University
◎Reporter Zhang Ye
The Ministry of Industry and Information Technology (hereinafter referred to as the Ministry of Industry and Information Technology) released information on August 25, stating that it has recently "looked back" on the issue of app violations requesting permissions and opening pop-up messages to harass users. 67 apps did not meet the time limit requirements. Completed rectification and removed from the shelf.
At the same time, "big print" apps and "old version" apps with simpler pages and clearer fonts unexpectedly attracted a group of young users and became a new phenomenon that netizens talked about.
The Ministry of Industry and Information Technology has also issued the "General Design Specification for Mobile Internet Applications (App) Suitable for Ageing" to guide and regulate relevant standards for the interface of the App suitable for the old version and a separate version of the App.
With the rapid development of mobile communication technology, various apps emerge in endlessly. The original intention of developing apps is to connect real-world information and services through the Internet conveniently and efficiently.
However, in recent years, the commercial taste of most general-purpose apps has become stronger, and some manufacturers have even used big data and algorithms to improperly collect user information and force advertisements, which greatly reduces the user experience.
Nowadays, the old version of the app tailored for the elderly has become the new favorite of many young people. This phenomenon has to make people reflect: Why do young people pursue customized software for the elderly?
What principles should be followed in the design and development of App?
How should App developers and operators change their concepts and innovate their business models according to the needs of users?
Universal apps are surrounded by big data and algorithms
The page is simpler, the font is clearer, there are no annoying pop-ups, advertisements, no dazzling jumps, pushes... Xiaobei (a pseudonym) who just graduated with a master's degree this year is a post-90s, but she has fallen in love with the "big print" version. App, "Senior" App, or the elder model or the old model embedded in the App.
“I also have some old-age models that post-80s and post-90s love to use apps.” Xiaobei told reporters that because of her busy work, she doesn’t want the limited time to be unnecessarily used up, so although the old version App has simple functions, she can use it. But more worry-free.
Under the guidance of Xiaobei, the reporter opened the "Today XX", "China Merchants XX", "Payment X" and other apps in the mobile phone. In the setting interface, there are indeed options such as "big print mode", "elderly mode" or "elder mode". After opening, the font size of the App interface becomes larger, the reading and browsing is more comfortable, the function keys are easy to understand, no longer worry about making mistakes, the commonly used functions are more prominent, and the use efficiency is obviously improved.
The latest issue of the "Statistical Report on the Development of the Internet in China" released by the China Internet Network Information Center shows that the proportion of Internet users aged 60 and above in China is 11.2%. The trend is becoming increasingly clear.
Since the whole society began to pay attention to the problem of the "digital divide" encountered by the elderly, the General Office of the State Council has specially issued the "Implementation Plan on Effectively Solving the Difficulties of the Elderly in Using Intelligent Technology" for deployment.
Internet companies have also begun to compete for elderly users, launching various versions of apps suitable for the old, or adding the elderly model to the apps.
In the "General Design Specifications for Mobile Internet Applications (App) Suitable for Ageing" issued by the Ministry of Industry and Information Technology, it is clearly stated that advertising content and plug-ins are strictly prohibited in the interface of the old version and the separate old version of the App, and advertisements or temporary advertisements are not allowed to appear randomly. Pop-ups.
At the same time, there should be no inducement buttons such as inducing downloading and inducing payment in the old version of the App.
The old version of the App was originally launched by manufacturers to open up the market for elderly users, but it unexpectedly attracted younger users like Xiaobei.
In addition to turning on the old age mode, some netizens have compiled a "reduction of advertising push strategy": in the city positioning of the App, switch to an overseas city or choose a remote city, so that the same city advertising information on the homepage will be greatly reduced or even disappear completely.
Young people fall in love with the "senior version" of the app, and the reasons for this dislocation phenomenon are not complicated-a large number of apps commonly used in life not only have many advertisements, but also have complex interface design, poor human-computer interaction experience, and even improper collection of personal information , Users have no privacy at all surrounded by big data and algorithms.
Misuse of big data and algorithms triggers resentment
Online taxi, electronic payment, mobile phone ordering, online ticket booking... Unknowingly, the urban population's dependence on mobile phones has reached an unprecedented level, especially during the epidemic, "contactless" services, "cashless" Consumption and "smart" life have become the normal life of the general public.
On the one hand, digital technology has allowed people to enjoy more and more conveniences. On the other hand, users are also paying invisible costs, such as the time cost of clicking on advertisements and the money spent by “routines” when purchasing goods and services. And personal privacy data such as hobbies, Internet traces, search records, etc. are collected and studied by manufacturers.
"The promotion and profit models of many Internet companies are based on tracking or in-depth exploration of personal characteristics, characteristics and privacy, and then carry out corresponding consumption-type inducements. After this method is abused, young people are definitely disgusted." Professor Li Qianmu, member of the Jiangsu Association for Science and Technology Party Group and Director of the Information Department of Nanjing University of Science and Technology, said.
Li Qianmu said that Internet companies vigorously promote algorithm research, which is actually a scientific and computable guidance model. After packaging through a business profit model, it is more like a "routine", the so-called "chopping hand party" and other irrational consumption and The algorithm model is closely related. "When users calm down, they will naturally regret the irrational consumption guided by the algorithm."
In addition, the exaggerated publicity and excessive packaging of products and services in the App also make users feel distrustful after the experience.
According to industry insiders, in Internet companies, there are product managers who specialize in app user experience to make it more convenient for users to use and to understand related functions at a glance.
The problem now is not that there is no foundation, no theory, and no technology in this area, but that many App developers hope to guide users to click through some links or through some complicated operations, and increase traffic to obtain benefits.
Users want the App interface to be simple and free of advertisements, but the development and maintenance of the App requires a lot of manpower, material and financial resources. How to balance and adjust the needs of users and the interests of the enterprise?
Li Qianmu believes that if you make a reasonable profit for the operation and maintenance of the App, you don't actually need to make it so complicated. The fundamental reason for the growing complexity of the App is that the manufacturers are chasing huge profits.
"In this case, more laws and regulations should be used to restrict the behavior of manufacturers and capital." Li Qianmu said that in Europe and the United States, there have been many cases of Internet giants being punished with huge fines for improper collection of user information. Apple, Google Other application markets also have strict regulations on the advertising push and information collection of the App, and once the regulations are violated, they will be removed from the shelves.
Functional and aesthetic design should be people-oriented
In 2019, Associate Professor Zhang Zhixian from the School of Art of Southeast University instructed the student team to design a 24-hour home care app "24H CARE" for the empty-nest elderly. It stood out from 700 participating teams around the world and won the runner-up of the Hacker Harvard 2019 Global Computer Competition. .
"The design should be people-oriented, whether it is a dedicated app for a few people or a general app for everyone." Zhang Zhixian said that most of the apps installed in mobile phones are universal, which needs to take into account the interests and feelings of all parties. Be sufficiently inclusive.
Zhang Zhixian believes that App is also a product, whether it is a tangible or intangible product, designers should organically integrate function and aesthetics. Too much emphasis on beauty and neglect of functional convenience will cause inconvenience to users, but it is designed to maximize benefits. A bunch of complicated functions can only bring users a bad experience.
"Designers must have integrated thinking, think about problems from multiple angles, and design products with empathy. The best design is to use simple methods to solve complex problems." Zhang Zhixian said.
As for the phenomenon of young people falling in love with the old version of the app, Zhang Zhixian believes that it should be viewed in a dialectical way and not be pessimistic or directly deny the Internet business model.
"Everyone’s needs are different. The old version of the App actually adds a choice to users." Zhang Zhixian said that Lao Tzu once said in the "Tao Te Ching" that "the use of nothing is useful, and the value of what is profitable". The popularity of the old version of the App is not surprising, it just reflects a certain demand of consumers.
Experts believe that manufacturers can guide users, and on the contrary, the market can also eliminate companies. The popularity of the old version of the App provides a direction for manufacturers to optimize the general version of the App.
Appropriately changing from excessive commercialization to humanization, such an App can not only retain young users and avoid loss, but also highlight an advantage in market competition.
At the same time, the regulatory authorities must also strengthen the supervision and supervision of the universal version of the App.
For example, for some apps with pop-up advertisements that seriously affect user experience, according to Article 44 of the "Advertising Law", advertisements posted on Internet pages in the form of pop-ups should be marked with a close sign to ensure one-click closure, but many pop-ups If the window advertising closing sign is not obvious or cannot be closed, the relevant departments shall continue to manage.