✨ 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 philosophies and approaches. Each product manager brings their unique perspective to the table, shaping the way they create and develop products. One individual who has made a significant impact on the product management world is Allen Zhang, the Father of WeChat. Through his innovative and thoughtful approach, Zhang has provided valuable insights into the art of product management.

At the core of Zhang's product philosophy is the belief that product management is an art, not just commerce. He views WeChat, the messaging platform he helped create, as a "work of art" rather than a commercial product. For Zhang, intuitive design, human psychology, and technological feasibility are the key elements that drive his product creation process. By focusing on these aspects, economic viability naturally follows. This perspective highlights the importance of approaching product management with a big heart and a genuine desire to create meaningful connections with users.

Another principle that sets Zhang apart is his adherence to the "Grand Design" approach to innovation. While many companies embrace "Design Thinking," Zhang believes in a more top-down management style. All features of WeChat have to go through him for approval, resulting in a singular and coherent identity for the platform. This approach ensures that conflicting opinions do not dilute the product's personality. Although some may argue against this level of control, Zhang believes that a certain degree of "dictatorship" is necessary to maintain the integrity of the product.

Zhang's design process for WeChat also takes inspiration from Dieter Rams, a renowned industrial designer. He believes that the principles for tool design are applicable to both hardware and software products. According to Zhang, a great tool must be innovative, useful, beautiful, easy to use, unobtrusive, modest, honest, timeless, detailed, and environmentally friendly. By incorporating these principles into WeChat's design, Zhang ensures that the platform provides a seamless and enjoyable user experience.

One of Zhang's key principles is the focus on creating the best tool that gets users out of the app as fast as possible. He believes that the primary goal of technology should be to increase efficiency and productivity. 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 reflects Zhang's belief that technology should serve as a means to an end rather than an end in itself.

Furthermore, Zhang emphasizes the importance of products serving delight and human connection. One of WeChat's early features, the Drifting Bottle, enabled users to send voice and text messages to random users. This function allowed users to meet new friends and foster connections. By prioritizing human connection and delight, WeChat goes beyond being a mere messaging platform and becomes a catalyst for meaningful interactions.

Zhang's Golden Principle, "The User is Your Friend," sets a high bar for product managers. He believes that product creators should prioritize the needs of users above all else, even company stakeholders. This approach has led WeChat to limit advertisements in its social feed to just two per day, despite the potential for significant advertising revenue. Zhang believes that touching people's hearts through intentional monetization is disrespectful. Instead, he aims to allow good services to surface naturally and be found by users, driven by respect for their needs.

In line with his belief in empowering creators, Zhang refuses to pay creators for content on WeChat. He believes that a well-designed platform should enable creators to monetize their authentic and quality content themselves. This principle aligns with the platform's focus on authenticity and genuine connections.

Zhang's view on platforms delivering quality over openness is particularly relevant in today's digital landscape. He believes that platforms have a responsibility to provide breadth and diversity of content while also ensuring its quality. By curating content within these parameters, platforms allow users to freely choose the content they want to consume. This approach also reflects the regulatory reality of China's internet, where platforms are held accountable for the content they contribute.

Another essential principle for Zhang is that social products should alleviate stress, not engender it. He recognizes that socialization is a core human need and aims to solve this through WeChat's Moments feature, where users can share photos of their lives. By providing a space for authentic socialization, WeChat helps users meet their fundamental need for inclusion and connection.

Zhang firmly believes that products should not rely on "Growth Hacking." If a new product cannot grow naturally, it should not be marketed. This principle emphasizes the importance of creating products that genuinely resonate with users. By focusing on organic growth, product managers ensure that the product is healthy and sustainable in the long run.

In evaluating product managers, Zhang emphasizes the need to go beyond monetary Key Performance Indicators (KPIs). At WeChat, every product manager ensures that each feature or service has a meaningful purpose or dream behind it. If a feature is solely created for gaining traffic without providing value to users, it will ultimately fail to resonate with the audience.

To ensure a user-centric approach, Zhang mandates user research for all product managers through the 10/100/1000 Principle. This principle requires product managers to conduct 10 end-user interviews, read 100 user blogs, and collect feedback from 1,000 user experiences every month. This emphasis on user research ensures that product decisions are informed by real user needs and experiences.

However, Zhang also recognizes the need to be selective with user research and prioritize decisions based on good principles. While user feedback is invaluable, blindly implementing every user request can lead to increased complexity and a loss of coherence. Zhang's two rules of thumb for new feature requests are coherence with the existing design and simplicity without compromising the core functionality of the product.

Zhang views challenges as opportunities for growth and improvement. He sees WeChat itself as the competitor, constantly striving to keep up with the ever-changing tastes and needs of its users. This perspective drives the platform's continuous innovation and adaptation to meet user expectations.

Finally, Zhang believes that the best Key Performance Indicator (KPI) is hope. He recognizes that if WeChat fails to provide even a glimmer of hope to its users, it cannot judge whether its actions are right or wrong. This emphasis on hope reflects Zhang's commitment to creating products that inspire and uplift users.

In conclusion, Allen Zhang's mindful product principles offer valuable insights into the art of product management. By prioritizing intuitive design, human connection, and user empathy, Zhang has created a messaging platform that goes beyond mere commercial success. His focus on quality, authenticity, and hope sets a high standard for product managers worldwide.

Actionable Advice:

1. Prioritize user needs and empathy: Treat users as friends and prioritize their needs above all else. This approach fosters authentic connections and long-term product usage.
2. Embrace the art of product management: View product creation as an art form that combines intuitive design, human psychology, and technological feasibility. This mindset allows for the creation of truly impactful and meaningful products.
3. Focus on quality and authenticity: Rather than pursuing rapid growth and monetization, prioritize delivering high-quality content and experiences. This approach builds trust and fosters genuine connections with users.

By incorporating these principles into your product management approach, you can create products that resonate with users, foster human connection, and make a lasting impact.