當產品可以免費地輕易取得，被替換的成本與代價之低，靠的就是用戶体驗與競爭者一較高下！獵豹移動與雪豹科技正因為重視用戶体驗，在資訊傳遞扁平化的移動互聯網時代，把精實創業強調的核心精神－"試錯"，徹底執行在每一次用戶体驗的迭代打磨過程裡，達到了多個億級用戶產品的成就。這份簡報分享了一年快速迭代超過150個版本的CM Security，是如何利用定量與定性的方法找到用戶需求；如何做好設計並滿足用戶需求，進而產生習慣；如何兼顧產品留存與功能擴展並增長流量，最後商業化將流量變現。 Find me at... LinkedIN - https://tw.linkedin.com/in/ivangraphic Medium - https://medium.com/@ivangraphic Gmail - ivangraphic@gmail.com

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Product Design From 0 to 1, And 1 to 100 Millions
2016.9.5

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Ivan Wei
/ Cheetah Mobile
CM Security PhotoGrid GoTap
Product Director & UI Design Expert

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CM Security App
3
Source: https://www.youtube.com/watch?v=CVMjHmqEBgc

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CM Security 2014
1 5000

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158

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GooglePlay
4.7

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?
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We’re blind. It doesn’t matter what any
individual person thinks about something new.
Everything must be tested.
9

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Source: https://pbs.twimg.com/media/BxPnJo-IYAA2xT9.jpg:large

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x
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?
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#LeanStartup
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IDEAS
CODE
DATA
Learn
Build
✦Week1
✦Week2
Production
Beta
GP ( )

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!?
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“ ”
#AbileneParadox
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?
…
?
170
2 …
…
PS4 ?

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•
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• !
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?
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#ObligationToDissent
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•
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•
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THINGS CAN
CHANGE SO FAST
ON THE INTERNET
- Tim Berners-Lee

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Product Orientation
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?
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GooglePlay
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( )
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#DesignThinking
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EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST

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#UserInterview
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•
•
•
• “ (#ConfirmationBias)”
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• ?
•
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•
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!
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#EmpathyMaps
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?
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Source: http://mw2013.museumsandtheweb.com/wp-content/uploads/2013/02/mitroff.fig2_.jpg

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“ ” “ ”
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MVP
* - #MVP (Minimum Viable Product)
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CM Security
Antivirus
Findphone Cloud Space
Private
Browsing
Notification
Muter
AppLock
Clean Up Junk
Call Blocking
WiFi
Speedtest
Download
Security

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!
#MVP !
40
Source: http://www.stephengay.com/wp-content/uploads/2015/10/mvp.png

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CM Security
41

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?
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N

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1)
2) Bottle Neck
3)
” ”
” ”
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?
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OOBE
#Out Of Box Experience
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CM Security
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#HookModel is invented by Nir Eyal
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Trigger
Investment
Action
Variable Reward

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= * *
= * *
= * *
#FoggBehaviorModel
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#FoggBehaviorModel
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Action line

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(#PerceivedValue)
56

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A/B Testing
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Learn
Version 2.xCMS Version 1.x

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Consistency and standards
Users should not have to wonder whether different words,
situations, or actions mean the same thing. Follow platform
conventions.
58
#Nielsen’sHeuristics

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Call to Action
59
Build
AppLock
Learn

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5
60
Learn
FacebookFacebook

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Learn
CMS Version 1.x Version 2.x

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+
62
App icon
Build Learn
Icon

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Learn
Screen off

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• / Daily Active User (DAU)
• / Unique View (UV)
• / Page View (PV)
• / CTR
• / Conversion Rate
• / Retention Rate
65

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!
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Pattern Pattern

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•
•
•
•
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•
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0 1

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•
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?
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#OrganicGrowth
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GooglePlay
#ASO SEO GP A/B
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#
73

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PNG!
Fonticon/Iconfont #IcoMoon APK 95%
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• GooglePlay
•
•
•
•
• ( )
Recap
78

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!
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1 2 3

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Review
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•
•
•
• MVP
•
•

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At last…
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BE ESSENTIAL
& PRACTICAL
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THE PERFECT
IS THE ENEMY
OF THE GOOD- Voltaire

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I’m Ivan, find me at
85
tw.linkedin.com/in/ivangraphic
medium.com/@ivangraphic
ivangraphic@gmail.com
The slides will keep up-to-date at
www.slideshare.net/IvanWei2/