Wellness Wisdom vol.33: 15 Mindful Product Principles from Allen Zhang, Father of WeChat

Wellness Wisdom vol.33: 15 Mindful Product Principles from Allen Zhang, Father of WeChat

In the world of product management, there are countless strategies and methodologies that can be employed to create successful products. However, one individual who has truly mastered the art of product creation is Allen Zhang, the Father of WeChat. In this article, we will explore 15 mindful product principles that Allen Zhang has implemented throughout his career, shedding light on his unique approach to product management and innovation.

1. Product Management is art, not commerce 🎨

At the core of Allen Zhang's product philosophy is the belief that product management is an art form, rather than a purely commercial endeavor. When creating WeChat, Zhang's mission was to craft a product that transcended mere functionality and instead became a work of art. He focused on combining intuitive design, human psychology, and technological feasibility, with economic viability naturally following suit. This approach highlights the importance of treating product creation as a relationship with users, rather than a transaction.

2. WeChat follows the "Grand Design" approach to innovation vs. "Design Thinking" 🌏

WeChat's product development process incorporates both the "Grand Design" and "Design Thinking" approaches, but leans more heavily on the former due to Zhang's top-down management style. All features must go through Zhang for approval, resulting in a singular and coherent identity for the platform. This centralized decision-making process ensures that WeChat remains true to its vision and avoids becoming fragmented by conflicting opinions. Zhang's belief in the necessity of this "dictatorship" approach showcases the importance of maintaining a focused and unified product.

3. Allen models WeChat's design process after Dieter Rams 👩‍💻

Zhang draws inspiration from renowned designer Dieter Rams, who established ten principles for good design. These principles, applicable to both hardware and software products, emphasize innovation, usefulness, beauty, ease of use, unobtrusiveness, honesty, timelessness, attention to detail, environmental friendliness, and simplicity. By adhering to these principles, WeChat ensures that its products are not only visually appealing but also functional and sustainable.

4. Make the best tool and get users out of the app as fast as possible 🔧

Zhang firmly believes that technology's primary goal should be to increase efficiency for humankind. In line with this belief, WeChat actively encourages users to put down their phones and engage in real-life interactions. In 2018, the platform ran a campaign urging users to meet their friends in person. This approach demonstrates Zhang's commitment to creating products that serve as tools for enhancing users' lives, rather than keeping them glued to screens.

5. Products should serve delight and human connection ✨

One of WeChat's early features, the Drifting Bottle, exemplified Zhang's dedication to facilitating human connection and serendipitous interactions. Users could send virtual voice and text messages in a drifting bottle that would be randomly picked up by another user. This feature not only fostered new friendships but also added an element of surprise and delight to the user experience. By prioritizing human connection and joy, WeChat showcases the power of products to serve as catalysts for meaningful interactions.

6. The Golden Principle: The User is Your Friend 👯‍♀️

Zhang's belief in treating users with genuine empathy is at the heart of WeChat's product philosophy. He places the users' needs above even the company's stakeholders, actively avoiding monetization strategies that could negatively impact daily platform usage. For instance, WeChat limits ads in its social feed to just two per day, respecting users' desire for an uninterrupted and meaningful experience. This user-centric approach highlights the importance of building products that prioritize users' well-being and satisfaction above all else.

7. Letting value creators cultivate value 💪

WeChat empowers creators by allowing them to make money off their authentic and quality content themselves. Instead of paying creators for their content, the platform enables users to directly tip and support their favorite creators. This approach not only fosters a sense of ownership and autonomy for creators but also ensures that the platform serves as a space for genuine and valuable content.

8. Quality, not openness, is the greatest good that a platform can deliver 🧠

Zhang believes that a platform's ultimate responsibility lies in delivering breadth and diversity of content, as well as ensuring the quality of that content. Users should have the freedom to choose the content they want to consume, but it is the platform's duty to curate and provide a wide range of high-quality options. WeChat's commitment to delivering valuable content showcases the importance of maintaining a balance between openness and quality in product platforms.

9. Social products should be authentic and alleviate stress, not engender it 👀

Zhang recognizes that socialization is a core human need, and WeChat aims to fulfill this need by providing a platform for authentic connections. By allowing users to share moments from their lives through photos and posts, WeChat serves as a space for users to express themselves and alleviate stress. This approach underscores the importance of creating products that prioritize emotional well-being and foster genuine social interactions.

10. Products shouldn't rely on "Growth Hacking". If a new product can't grow naturally, don't market it 📈

Zhang firmly believes that if users are not willing to naturally adopt a new product, no amount of marketing can make it successful. He emphasizes the importance of creating products that organically generate interest and engagement, rather than relying on manipulative growth hacking techniques. This approach ensures that products are built on a solid foundation of genuine value and user satisfaction.

11. PMs shouldn't be solely evaluated on monetary KPIs 💰

Zhang challenges the traditional notion that product managers should be solely evaluated based on monetary key performance indicators (KPIs). Instead, he believes that the role of every product manager is to create meaningful products that provide genuine value to users. At WeChat, PMs are tasked with ensuring that each feature or service has a meaningful purpose or dream behind it. By prioritizing value over mere financial success, WeChat creates products that stand the test of time.

12. User Research is a requirement for all PMs via the 10/100/1000 Principle 💯

At WeChat, every product manager is expected to engage in user research on a regular basis. This is done through the 10/100/1000 Principle, which involves conducting 10 end-user interviews, reading 100 user blogs, and collecting feedback from 1,000 user experiences every month. This commitment to understanding users' needs and experiences ensures that product decisions are informed by real-world insights and user feedback.

13. Be selective with user research and make decisions from good principles first

While user research is crucial, Zhang emphasizes the importance of being selective with the feedback that is acted upon. Not every user request or suggestion should be implemented, as this can lead to increased complexity and a loss of coherence. Instead, decisions should be made based on good principles, such as coherence with existing design and simplicity. This approach ensures that products remain focused, user-friendly, and aligned with the overall vision.

14. Challenges come from users, not competitors 💥

Zhang sees the greatest challenge for WeChat as keeping up with users whose tastes and needs change constantly. Rather than viewing competitors as the primary threat, he recognizes that his organization must continuously adapt to meet the evolving demands of users. This mindset reflects the importance of staying attuned to users' needs and desires, and constantly innovating to exceed their expectations.

15. The best KPI is hope 🤍

Ultimately, Zhang believes that the best key performance indicator (KPI) for WeChat is its ability to instill hope in its users. If the platform can provide even a glimmer of hope to its users, then it can be deemed successful. This unique perspective highlights the profound impact that products can have on users' lives, and the importance of creating meaningful and uplifting experiences.

In conclusion, Allen Zhang's mindful product principles offer valuable insights into the art of product management and innovation. By prioritizing empathy, user satisfaction, and the delivery of genuine value, WeChat has become a leading platform that fosters authentic connections and enhances users' lives. To apply Zhang's principles in your own product management journey, consider the following actionable advice:

1. Prioritize empathy: Treat your users as friends and prioritize their needs above all else. Build products that genuinely enhance their lives and experiences.

2. Focus on quality: Strive to deliver high-quality content and experiences that captivate and engage your users. Avoid sacrificing quality for the sake of growth or monetization.

3. Embrace user research: Regularly engage in user research to understand your users' needs and experiences. However, be selective with the feedback you act upon and make decisions based on good principles first.

By incorporating these principles into your product management approach, you can create products that resonate deeply with users and stand the test of time. Remember, product management is not just about commerce, but about crafting artful experiences that inspire and uplift.