| Competition in the Mobile Internet market is, in the final analysis, competition for users’ loyalty. A firm or product can only realize its value through being utilized by users. Nowadays, with the Mobile Internet market’s functions, contents and services being homogenized, the key factor that makes users stay with using a particular mobile internet product is not price competition or channels, but user experience. User experience in the Mobile Internet market receives wide attention and emphasis. The core principle is the traditional customer retention rules: the cost of attracting a new customer is 6 times the cost of maintaining an existing one. Intense competition in the mobile internet market has further reduced the cost for customers to experience a product or switch to a new product, thus making it more critical for a product to enjoy unique or advantageous user experience compared to competitive products.These days, the wide use of smart phones is the soil upon which the mobile internet market depends to survive and develop. Android and IOS clients are the most direct carriers for all mobile internet enterprises to participate in market competition. It’s no exception in the field of digital reading. Digital reading has been greatly developed during the traditional era of the internet, such as on TIANYA BBS and on QIDIAN.com. After entering into the Mobile Internet era, Ireader, QQ Reading and Migu Reading rose rapidly and improved in content integration. But internet-based original literature does not differ greatly in terms of contents, thus requiring digital reading client to provide a unique user experience in order to gain competitive advantages.Though user experience has received great research and attention, because of its subjective nature, the majority of research has focused on theory; only a small proportion has been applied to practice or implementation. Migu Reading also attaches great importance to user experience, but it too suffers from difficulties in implementing user experience in practice. Against this background, based on the author’s experience of working for Migu Reading and the author’s research on user experience, from the perspective of users’ needs, and combining with the theories on user experience, such as VADU, Jakob Nielsen’s 10 general principles, among others,the author carried out research of the user experience evaluation system of Migu Reading client. The major areas of the research include the following:1. Based on the current situation of competition among mobile internet providers,pointing out the importance of user experience and analyzing the characteristics of user experience and the methods of evaluating user experience. Through a study of Migu Reading’s current status and evaluation of its user experience and issues, the research shows the necessity of re-building a user experience evaluation system for Migu Reading client and of analyzing supply and demand.2. Research and analysis of the characteristics of, and factors affecting, the mobile internet client user experience, presenting a system for evaluating Migu Reading’s user experience and using the model as a guide to build a multi-dimensional user experience evaluation system for Migu Reading client, including indicators for product quality and user experience, and assigning weights and determining the core target accordingly.3. To elaborate on the methods of evaluating the various indicators for user experience,to show the evaluation results of user experience using the different evaluation methods, and to analyze the problems in user experience and present ideas for improvements.This study conducted in-depth research on the client evaluation system for Mobile Internet client products, making it a reality to implement the evaluation system in practice as well as perfecting and optimizing user experience based on evaluation short board and direct expert assessment. It’s not only limited to Migu Reading client’s user experience evaluation but also serves as a reference to other client products. |
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