产品案例：小程序登录注册系统设计

小程序世界第一印象——流量高，容易得客户，震惊了大浪的肾上腺素，所以风和火进入小程序生态建设，几乎无法自拔。腾讯微信坐拥大约10亿用户，无论最终是否能形成小程序，单点就这一点，羊毛绝对不是问题。

如何将大量微信公共域流量转换为我自己产品的私有域流量？

这是每个产品策略的核心，决定跟进小程序，并即将接管小程序产品经理（PM）：接受不完全清晰的产品定位，以实现产品与用户之间更好的连接。

登录注册模块是产品帐户系统的核心模块，是用户访问产品的关键第一步。它是产品和用户之间建立真正连接的链接。在这种情况下，实际上，它是强调登录注册的重要性，因为用户的功能路径并不简单，复杂的冗余将直接影响用户对产品的转换，甚至降低盈利业务的成功率。

2016年10月，我写了一篇关于帐户《账户体系设计：账户体系的核心要素及商业模式》的文章，其中详细阐述了帐户价值水平的含义。

这次我想使用以前负责任的电子商务小程序产品从产品设计层面解构注册和注册模块的产品设计思路。严格来说，我是第三次联系产品设计的账号，我刚刚第一次从实习会议毕业，而且前后两次同样的思想和态度，可谓迥然不同。我们来看看如何构建小程序登录注册产品机制：

01-产品设计的背景

与APP和WAP产品形式相比，小程序是一种相对较新的品种（新瓶装旧酒）。那么，就现有产品线而言，它是一种补充，（未来）可能会变成一种影响。换句话说，除了有吸引力的交通红利外，一些公司完全出于对微信的生态恐惧而完全出于对生态的恐惧，甚至有些公司直接命令行事为——老大，总之，它是来自内在产品的认知焦虑。以下从两个维度反汇编：

维度一：产品层面（Product）小程序作为新的产品线，产品特性需要重新规划迭代小程序作为老产品线的延伸，需要兼容已有用户体系小程序基于微信开发建模，需要兼顾三方平台的特性

维度二：运营层面（Operation）小程序基于微信，产品特性上要融合社交传播小程序生于微信，大量微信流量红利需要惠泽小程序依赖微信，触达用户需要更加精准、有效

一方面，新产品特性的引入，另一方面，在运营策略层面的反复试验，有必要平衡两者之间的价值成本，并保持产品的连续有效的迭代。当然，我们需要保持产品的灵活性，并且由于小程序平台本身也处于持续开放的状态，因此两者处于持续增长的状态。

除了上述两个维度之外，还需要以不同方式考虑目标用户和使用场景。以下是需要思考的两个方面：

维度三：用户画像新用户，泛指纯新用户（剔除伪新用户），这类用户是产品运营推广最需要获取的，也是花钱营销推广的目的所在；老用户，特指老用户，这类用户是已有产品形态多终端的存量用户，是产品得以生存的基础血液，直接体现了产品的粘性；访问者，专指未注册用户，前两类用户基本都是从这类用户转化而来，是用户相对一款产品的第一重身份，吸引转化很关键；

维度四：使用场景辅助补充，拓宽用户使用场景，健全既有产品线，跟得上产品流行趋势；社交分享，小程序天然具备微信赋予的社交属性，有趣的玩法很多；第三方营销平台的付费推广，算是强推，花钱买用户，灌溉式获客；

事实上，用户肖像和使用场景决定了后续产品迭代中迭代的权衡，优先级或迭代。理想的方法是小步进，增量迭代，既经济又实际，符合产品的迭代演化路径。最重要的是给产品经理足够的时间来为产品提供足够的选择。问题是：没有时间留给产品，没有时间留给产品经理（PM）！

02-产品设计过程

基于以上分析和公司产品定位，最终得出两点，作为早期小程序产品线的产品原理：

快速获取客户，缩短产品和用户的路径帐户唯一，与新旧用户帐户信息兼容

坚持这两个基本原则，为了实现产品的初始运营目标，最大化小程序的产品能力，并为小程序账户系统实施三阶段设计，以匹配不同的阶段和不同的产品目标。以登录注册模块为例：

阶段一：手动手机号

使用用户的移动电话号码快速验证注册，为用户生成唯一的UID。移动电话号码被视为独立用户。手机号码注册是目前产品最主流的手段。由于手机的独特性和真实性，应用用户的实名认证问题一举得到解决。同时，减轻了用户记忆的负担。毕竟，有太多的APP，记住一个数字比多个帐户密码好得多。

市场上很多小程序直接输入手机验证码动态登录，完全避免了第三方开放账户的关联，试图降低不同系统产品之间的耦合度，尤其是小程序外包系统。在某种程度上，这是值得称道的。以这种方式需要单个产品线（仅小程序）。毕竟，用户获取成本不是很大，而且相对简单方便。

第一阶段的产品MVP版本，这是我使用的解决方案，因为推广力弱，用户少，产品设计可以支持，可以满足快速在线，易于增量迭代的要求。

手动手机号码 - 原型设计草案

阶段二：自动手机号

除了产品经理的自定义小程序产品功能外，小程序开放平台本身还提供了丰富的集成功能，包括登录/注册组件。平台本身的产品能力是开发更高效，产品更方便用户。 小程序打开几组登录，授权和用户信息接口：

小程序开发能力

Silent login (wx.login): 汇海微信, direct silent login in the background, the user is unaware, the experience is very good. The premise is that the user's account identity can be located through a certain channel. Basic authorization (wx.getUserInfo): Get the user 沈阳软件 custom

微信 basic information, improve the user information database, and improve the basic image. 微信 mobile phone number authorization (getPhoneNumber): Get the mobile phone number bound by 微信 user, no need to verify the dynamic verification code of the mobile phone. (SMS charges are saved.) UnionID mechanism description: App, public number, 小程序 of the same subject under the same 微信 open platform, if the user has already paid attention to the public number, or has logged in to the App or public number, the user opens 小程序 The developer can obtain the user UnionID directly through wx.login without the user having to authorize again.

Using the open product capability of [微信 mobile phone number authorization] can effectively shorten the user registration path and improve the customer efficiency. Therefore, the user is given priority to give the user login/registration the choice of <微信 mobile phone number authorization> and secondly, the user is provided with the manual input of the mobile phone number entry, which greatly improves the user experience and maximizes the retention of the user, even if there is a little malicious feeling.

In the second phase of product design, the design of the first phase was upgraded. Many 小程序 on the market adopted this login registration mechanism, and we only implemented it as a transition solution, and did not directly implement the landing, and upgraded the second-generation design again. Solution, try to solve systemic problems once and for all. So, there is a third stage of thinking—— Passport fusion.

微信 mobile phone number authorization - prototype design draft

阶段三：Passport融合

xx 阶段二只简单使用了微信小程序的产品开放能力的一个点，而小程序平台共提供了四个方面的产品能力。经过两次的迭代，我将负责的小程序的账户体系日益完善，形成最符合产品线要求，满足商业需求，满足用户诉求的广场景流程。

一组矛盾：微信开放账户（的OpenID＆安培;蚌＆安培; 微信手机号），自由账户体系（自有账户）目标用户：新用户（伪新用户），老用户使用场景：快捷登录，静默登录，常规登录，活动推广（助力，拼团等）

将用户类型与使用场景交叉分析得到如下的典型故事（用户故事）：复合的场景均以图文的形式呈现，如果图中有错误，欢迎指正。

图文解字01-小程序登录注册全场景

图文解字02-小程序登录注册全流程

（上图已去掉了我司的任何图标名称，以免有软文嫌疑。图文仅供参考，且未全覆盖小程序登录注册完整生命周期，是一个动态变化的流程，尽请甑别区分理解。）

最终的登录注册产品设计方案，全面引入微信小程序开放的接口（API），极大提升产品的多场景处理能力，同时兼顾了新老用户的使用感受这里不得不说一句：微信太强大第三段设计核心升级了以下两个要点：

XX Silent login (wx.login), UnionID: Users do not need to manually log in manually. The 微信 account system is open to self-holding accounts, which is indispensable for reducing the redundancy of one person and multiple accounts, and the user experience belongs to the upper layer. Basic authorization (wx.getUserInfo): The basic information such as user 微信 nickname and avatar is an important application scenario for marketing promotion activities to participate in role information, and provides reliable identity information support for the activity.

Several 微信 open capabilities involving the account login registration module solve a problem together.—— The location of the user identity, the uniqueness of the account design account (Account) is considered to be fundamental. From the beginning, I was responsible for the 小程序 [login] a definition—— must have a self-sustaining account to be considered a login state. Various accounts (Username) correspond to an account (Account)! Minimize the situation of multiple accounts for one user, do account consolidation at the first time, and multi-level mapping between multiple accounts. I know very well that it is a painful thing for one person to correspond to multiple accounts because I have experienced it.

I remember several articles mentioned before that the product design of the account system is limited to the output of the consciousness level. This time, the invitation of the product manager friend is also an explanation for myself, because I had to re-apply the account of 小程序 very early. Log in to the product process of the registration module. Of course, many friends have left a message saying that most of the articles you have written are partial theory, and can you output some dry goods that are partial to actual combat. Although I have always believed that the output of theoretical experience is more advanced than practice, it is necessary to invest more in-depth thinking time, not just a simple narrative account.

xx This time, the product design process of the 小程序 login registration system combines the multi-party rules of operations, technology, products, and third-party platforms, so that 小程序 has the system-level capability for login registration. It is precisely because of the needs of practice that I am more aware of the value of cognition. If you don't know the prerequisite rules clearly, then what should you do? Of course, this time the product experience is the practice of my personal product ability (technical development is tormented enough.), the scene is too much, it is not easy.

Sometimes, I was asked by the product peers: What kind of work does your company's product manager do? When it comes to product design, it is questioned: Is design not something that interaction designers do? How many interaction designers? The product manager (I) is making the rules, but just draw a picture (prototype map).

I think: product design capability is a system capability, focusing on the whole process and the whole life cycle, not just a single point.

#专栏作家#

Xiao Wang, everyone is a product manager columnist, 微信 public number: IPMstory. Currently engaged in e-commerce content products, focusing on big data, artificial intelligence, commercial products, good at product management, data analysis, business models. I am a product manager who will live, and I like to organize and cook.

This article was originally published on everyone's product manager. The final interpretation of this article belongs to the author himself and may not be reproduced without permission.

The map is from PEXELS, based on the CC0 protocol

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