很多企業(yè)做小程序，思路是“別人有了我也要有”——APP時代沒趕上，小程序時代不能落后。結(jié)果開發(fā)完上線，發(fā)現(xiàn)沒人用、沒展現(xiàn)、沒轉(zhuǎn)化。問題出在哪？不是小程序不好，是開發(fā)之前沒想清楚“用戶在什么場景下會打開它”。
Many companies create mini programs with the idea of 'I want to have what others have' - the era of apps has not caught up, and the era of mini programs cannot be left behind. After the development was completed and launched, it was found that no one was using it, there was no traffic, and there were no conversions. Where is the problem? It's not that the mini program is bad, it's because before development, we didn't think clearly about "under what circumstances the user will open it".

第一步：先確定“場景”，再考慮“功能”
Step 1: First determine the "scene", then consider the "function"
小程序非常大的特點是什么？輕量、用完即走、無需下載。它的核心價值不是“替代APP”，而是“在特定場景下快速解決用戶的一個具體問題”。
What is the biggest feature of mini programs? Lightweight, ready to use, no need to download. Its core value is not to "replace apps", but to "quickly solve a specific problem for users in a specific scenario".
用戶點餐時打開小程序——因為不用排隊、不用等服務(wù)員。
Open the mini program when the user orders - because there is no need to queue or wait for the waiter.
用戶查快遞時打開小程序——因為比打開網(wǎng)頁快、比下載APP輕。
When users check for packages, they open the mini program - because it is faster than opening a webpage and lighter than downloading an app.
用戶預(yù)約服務(wù)時打開小程序——因為填信息、選時間、提交，三步搞定。
When users make appointments for services, they open the mini program - because filling in information, selecting a time, and submitting are all three steps.
用戶在門店掃碼時打開小程序——因為想領(lǐng)優(yōu)惠券、看菜單、注冊會員。
The user opens the mini program when scanning the code in the store - because they want to receive coupons, view menus, and register as a member.
如果一個小程序沒有明確的“使用場景”，用戶就沒有理由打開它。功能再多、界面再漂亮，如果找不到用戶“非用不可”的時刻，它就是一個“空殼”。
If a mini program does not have a clear 'usage scenario', users have no reason to open it. No matter how many functions there are and how beautiful the interface is, if we cannot find the moments when users must use it, it is just an empty shell.
第二步：功能設(shè)計“少即是多”，別把小程序做成“迷你APP”
Step 2: Function design: "Less is more", don't turn mini programs into "mini apps"
很多小程序的失敗，是因為“功能太多”。開發(fā)者想把APP的所有功能都搬到小程序里，結(jié)果小程序體積變大、加載變慢、操作變復(fù)雜——用戶打開一次就關(guān)掉了。
Many mini programs fail because they have too many functions. The developer wants to move all the functions of the APP into the mini program, but the mini program becomes larger in size, slower in loading, and more complex in operation - the user opens it once and then closes it.
小程序的功能設(shè)計應(yīng)該遵循“非常小可用”原則：只保留用戶在特定場景下非常需要的3-5個核心功能，其他功能一律砍掉。一個點餐小程序，核心功能就是“瀏覽菜單、下單、支付”，其他功能可以放到會員系統(tǒng)或后臺管理系統(tǒng)里，不需要全部塞進(jìn)小程序界面。
The functional design of mini programs should follow the principle of "minimum availability": only retain the 3-5 core functions that users need most in specific scenarios, and cut off all other functions. The core function of an ordering mini program is "browsing menus, placing orders, and making payments". Other functions can be placed in the membership system or backend management system, without having to be fully integrated into the mini program interface.
第三步：用戶體驗“快”是第一原則
Step 3: User experience "fast" is the first principle
微信生態(tài)里，用戶的耐心比網(wǎng)頁端更低。小程序加載超過3秒，用戶就可能退出；操作步驟超過3步，用戶就可能放棄。所以小程序開發(fā)的核心指標(biāo)不是“功能全不全”，而是“快不快、順不順”。
In the WeChat ecosystem, users have lower patience than on the web. If the mini program is loaded for more than 3 seconds, the user may exit; If the operation steps exceed 3, the user may give up. So the core indicator of mini program development is not "incomplete functionality", but "fast or not, smooth or not".
“快”體現(xiàn)在：頁面加載速度快、點擊響應(yīng)快、支付流程快。“順”體現(xiàn)在：操作路徑短、信息層級清晰、用戶知道“下一步該點哪里”。
Fast "is reflected in: fast page loading speed, fast click response, and fast payment process. 'Shun' is reflected in: short operation path, clear information hierarchy, and users knowing 'where to go next'.
第四步：上線只是開始，運(yùn)營才是關(guān)鍵
Step 4: Going live is just the beginning, operation is the key
小程序開發(fā)完成不是終點，是“起點”。上線之后需要持續(xù)運(yùn)營——通過公眾號引流、通過線下掃碼推廣、通過用戶分享裂變、通過數(shù)據(jù)分析迭代功能。一個小程序沒有運(yùn)營支持，就像一個“開了門但沒人吆喝的店鋪”——用戶不知道這里、不知道有什么用、為什么要進(jìn)來。
The completion of mini program development is not the end point, it is the 'starting point'. After going online, it needs to continue to operate - through the official account, through offline code scanning promotion, through user sharing fission, through the data analysis iteration function. A small program without operational support is like a "store that has opened its doors but no one is calling out" - users don't know what it is, what its purpose is, or why they want to come in.
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