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

A person’s world used to be how far they can walk, but now it is the breadth (and the quality) of information they acquire, because what you see & read determines what kind of person you are and the thoughts you’ll have. - Allen Zhang

Allen is known in China to be more of a “humanistic philosopher-creator” as opposed to a business mercenary. At the start of WeChat's creation Allen’s mission statement for the company was to not perceive WeChat as a commercial product, but rather as an impressive “work of art”.

Allen has proclaimed many times that WeChat’s style is to improve product and not get better at operations/growth.

Despite hundreds of features, the navigation bar at the bottom of the WeChat screen is four icons: Chat, Contacts, Discover, Me. Zhang: “I told the team to establish a rule that WeChat shall always have a four-icon bar, and never add anything to it.”

I believe this is necessary, because a good product requires a certain degree of ‘dictatorship’, otherwise it will embody all sorts of different, conflicting opinions and its personality will become fragmented.”

Despite all the advertising revenue potential with an app that has over one billion daily active users, WeChat limits ads in its social feed to just 2 per day. In contrast, westerners tend to see 10,000 ads/day.

I often think if WeChat can’t give our users even a little bit of hope, then we can’t judge whether what we’re doing is right or wrong. So, this is also how we measure ourselves. When a platform only focuses on pursuing its own benefits, it’s short sighted, it won’t last. When a platform can benefit the people, then it’ll take on a life of its own.

WeChat has integrated both approaches in the product development process. However, it leans more heavily on the Grand Design approach given Allen’s top-down management style. All features have to go through Allen for approval. As a result, WeChat has benefited enormously from having a singular and coherent identity.

Allen asks developers and PMs to put themselves in the shoes of their least sophisticated users – people who might be technologically illiterate, or trying WeChat for the first time.

WeChat follows the “Grand Design” approach to innovation vs. “Design Thinking” Popularized by the design firm IDEO in the 1990s, design-thinking is defined as a non-linear process which seeks to iteratively understand users, challenge assumptions, and create innovative solutions to prototype and test. In other words, it is an incredibly user-focuse... See more