One of my favorite anime, Ghost Blade, has a character named Shanyi, and the master taught him a total of six sword types, but Shanyi only learned one of them. However, although there is only this trick, Shanyi has surpassed the limit with his own efforts and honed this trick to the extreme. This kind of "one move, eat all over the sky" setting has also appeared in martial arts novels many times before, and is highly sought after by everyone.
But for apps, "one trick" is not necessarily a good thing.
"One trick" means that it can only meet the needs of the user's singleness, there is no choice, there is no way back, and if it is not done well, it can only be gray and slippery, and there is no opportunity to even start another line;
"Fresh" means that either the function is done to the extreme in the same type, so that users think of this function will think of this APP, such as thinking of movie ratings and film reviews will think of Douban; or itself precipitated a huge user group, whether the APP is good or not itself is not very important, because users have no choice, such as 500 million people complain every day, 100 million people teach Zhang Xiaolong how to make products weChat.
Laying the groundwork so much, in fact, I want to tell everyone that not all car company APPS are as comprehensive as Weilai, on the contrary, most of the APP can do one of the things well, and it can already share a cup of porridge in this market. As for whether it is a bowl of white rice porridge for 5 yuan downstairs or a bowl of golden sea cucumber millet porridge in a Michelin restaurant, it depends on its own ability.
But it's clear that the Tesla APP is the latter.
1. "I just want to log in to an APP, how is it so difficult" According to the convention, first look at the app store. More than 2,000 reviews and a rating of 4.1 are very much in line with Tesla's personality of the past year: "black and red".
But "black and red" is also red, for example, there are many APPS that rub Tesla traffic below, which is unique in the CAR company APP.
Open the APP, and what comes into sight is a cool opening short video with a very Tesla style
After clicking to log in, I was stunned, no WeChat login, no mobile phone number login, Tesla has and only gave the option of "email", very hardcore politely refused my impulse to hand it private information.
When I was honestly ready to create an account, I was greeted by as many as 7 items of information to fill in. Unlike new forces such as Weilai, which can bind the mobile phone number with one click and log in immediately, Tesla has set up a wall next to the APP, and you work hard and jump twice, and indeed you can turn over.
But getting users to work hard is a double-edged sword in itself. Play well, that is, before 2015, the invitation system was used, and the admission ticket was difficult to find; if it was smashed, the cumbersome registration login function would almost screen out 99% of the onlookers who wanted to see the lively crowd, so that the day of the APP was the countdown to the offline line.
After filling in various information, creating a good account and clicking on login, I was stunned for the second time, a bare Tesla store is the only option for tourists who do not have a Tesla car, after clicking in, 879 yuan of car pet mat and a photo of a dog's head, very harmful, very insulting.
Logically, the evaluation to this step should be about to end, after all, our evaluation purpose is to stand in the position of tourists to take everyone to see the major APP, but it is obvious that the designers of tesla APP have not considered the "tourist" group, and there is no mind to do community operation, "one heart for the user" is indeed the truth.
But in line with the idea of "coming and going", the thief's heart is not dead, I found a few Tesla owners, chatted about their usual use of Tesla APP feelings, and took everyone to see the moment that Tesla owners can enjoy exclusively.
2. "It's a universal remote control"
In the course of my interview with car owners, on the issue of "the most commonly used function", everyone was surprisingly unanimous, and "turning on the air conditioner early" got 100% of the votes. Many respondents did not even realize the high frequency of using the APP, under my reminder, only to realize that the functions of "seat steering wheel heating, controlling charging current, controlling vehicle reversing" are all implemented on the APP, for them, Tesla APP has long become a whole with Tesla's car.
Ms. Zhang, who started the Model 3 earlier this year, described it more bluntly: "Tesla APP is a universal remote control for me, a useful but not so useful tool person." ”
In the issue of the NIO APP, I mentioned (WEILAI did the best, maybe not the car), for the car company APP operated by information and community, "simple" is the most important lifeline, so for a "remote control" APP, what is the most important?
Of course, it is still simple.
The "simplicity" in the APP is not the "simplicity" of primary school mathematics compared to the high number of the university, on the contrary, it is a university's high number teacher who can tell it in a language that primary school students can understand after mastering a higher level of knowledge system and content framework, so that they can understand the process of acceptance, which is said to be "dimensionality reduction strike" in last year's popular phrase.
For car app, behind the simplification of the module, it is necessary to clearly classify the functions that all users may need, large and small, and add a quick entrance to each function in the appropriate place.
Taking the above picture as an example, the remaining mileage that electric vehicle owners are most concerned about is prominently marked under the user name. The four icons below are the four most commonly used functions extracted by Tesla for users, "locking, ventilation, front and rear storage", placed on the home page.
This stick figure form of icon makes the user's learning cost significantly reduced, Mr. Wang once mentioned that once his 5-year-old daughter actually used the APP to help her lock the car. This "clarity of logical control is far greater than the language barrier" design concept also runs through the entire Tesla APP, the owner wants to query any function, in fact, does not need the guidance of the manual, nor does it need the text of the note, is silky and logical according to the Tesla product manager's design step by step to complete the operation.
At this point, you will find that I seem to have repeated the words of the Weilai issue. Yes, just as the so-called "good APP is the same, poor APP group magic dance", in the matter of being a tool person, Tesla APP is very aware of its mission, so it does not add any unnecessary community entrance, without any promotion information, is simply as a remote control in the hands of the owner.
Only doing one thing well or only one aspect is really enough for the APP. Especially for Tesla, which has enough users to support the product, any small mistake on the APP side will be infinitely magnified.
The car, on the other hand, is precisely the product that does not allow mistakes.
3. Write at the end
Let's tell a little story at the end of the article as usual. When I asked the owners which feature of the Tesla APP they liked the most, most of their answers were related to convenience, but Ms. Zhang's answer made me remember it vividly.
She said that once her father was still on the highway home in the middle of the night, and her mother was very worried but did not dare to call for fear of affecting her father's driving, so she asked her, "Do you know where Daddy drove to the highway?" How long will it be back? ”
She said that at that time, she thought of the positioning function of the Tesla APP.
I don't know if with more and more Tesla owners will gradually introduce various community activities and traffic entrances in the APP in the future to create a Tesla online experience center. After all, many respondents said that when they are not driving, Tesla's APP is almost never opened, which is tantamount to a waste of resources for a car company whose number of users is growing wildly every month.
But I believe that once Tesla opens this channel of user communication, the countless moments of "thinking of positioning functions" will form a truly indestructible moat for Tesla.