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干货:How-old带给美图应用们的思考
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Topic: 干货:How-old带给美图应用们的思考 (Read 305 times)
jsgayo
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干货:How-old带给美图应用们的思考
May 08, 2015, 03:29:54 AM
#1
干货结论:
1 技术是美图软件第一驱动力;
2 快时尚(如果用科技领域的转述,笔者认为是“快餐式创新”)注定是美图应用的保持热度的发展方向,因为美图功能已经是一种时尚;
3 在2的基础上,如果美图应用团队仅仅以为用户会只依赖一种“美图功能”或者换种说法对某种美图功能保持忠诚度,就会像Esprit那种服装品牌,认为用户在快时尚的选择下仍旧会选择一季度一更新的服装,最后被优衣库、Zara打的落花流水;
4 美图应用越来越不适合意图长期创业的团队,当然只为了火一把骗到融资就死的团队除外;
正文开始
How-old.net不出意外的火爆,而这个网站是微软开发出来的。
火爆的原因是因为它“亦真亦假”的年龄侦测,为什么说是亦真亦假?“真”的部分来自它所具有的相当可靠的识别准确率背后微软强大的技术支持(主要借助人脸侦测、性别侦测、年龄侦测三项技术),而“假”的部分则是供全民恶搞娱乐的笑料谈资。
无论怎么样,How-old.net火了,不用关心它会火多久,因为微软不会指望着这个网站实现用户粘性、O2O、盈利、IP等等,它只是一个微软用来展现阶段性技术进展的秀场而已。而仅仅是一次玩票的展示,就已经引发了相当可观,甚至有些美图应用一辈子也做不到的流量。不值得思考么?
态度和精力
这周笔者的App Store里同时推送了两个来自图片类应用的更新:天天P图和足记。笔者带着预设的想法没有看更新介绍,更新了两个应用。
结果和笔者所预料的一样:天天P图更新了测年龄的功能,一如腾讯的“研发能力”之强;而足记依旧还是只有大片模式。
天天P图的测年龄功能,几乎就是照抄How-old.net,甚至连Bing经典的橘色背景也不放过,仅仅壁纸的大部分改成了黄色。但是到了年龄识别的方面,笔者主观的得出结论:太垃圾,首先结果几乎等于瞎猜,其次还加入了一个看似Pony式创新,实则鸡肋无比的评价要素:“女神范”、“辣妈”、“撸Sir”、“国民老公”、“萌宝”、“小鲜肉”、“国民老公”等等十分Low的词语。
简单分析,天天P图几乎是不具备年龄侦测的技术的,大概也只是利用自己所具有的原本疯狂变妆功能的脸部识别的技术把脸框起来给出一个大概齐的年龄罢了。
不过,再怎么垃圾,毕竟天天P图将这个功能做出来了,或者是为了赶上话题,或者为了启发没有使用How-old.net的人群来再次追捧引发热潮,总之这个应用的态度值得肯定。
时尚和忠诚
说句题外话:Esprit品牌在尝试着走快时尚路线之前和其他慢时尚品牌一样,是一季度一更新商品库,而Zara、H&M、优衣库这种快时尚品牌的更新速度,是平均一周三次。
“为什么我的用户会流失?”这句话放在美图应用的团队中的效果等同于放在已经过气的服装品牌上,答案都可以同样的一句回复:
并非你们的美图功能(服装)不漂亮,只是你已不再时尚。
人们发现,没有一个美图应用可以一次又一次的引爆舆论引发大量关注,几乎都是火一把就死,大概与设计团队坚信某一个核心功能,能够带来用户的忠诚度这个抽象的思路有关系。这个抽象思路本身没有问题,但是当它具体表现在美图类应用的时候就会出现一个很大的矛盾,那就是:美是有时尚的。
无论是什么东西,只要牵扯到美学,都与时尚脱不开关系,甚至是一个应用。最好的例子当属Snapseed这款谷歌推出的图片处理应用。在经历了1.0版本的功能完善期之后,Snapseed的2.0更新堪称是一次彻底的改变,界面变得具有设计感和科技感。这种改变实际上是一种向时尚靠拢的变化。
虽然一款应用,从架构到设计到最终提交到应用商店需要一定的时间,不可能像优衣库那样一周三次更新店面的商品那样频繁,但是如果有了时尚的概念,就不会再将某种单独的美图功能等同于用户的忠诚度,因为,在时尚面前,忠诚是几乎不存在的。
作者: 凯铭 | 来源:iDoNews专栏
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