Product Breakdown: 4 Learnings from the WeChat App
Product Breakdown analyzes a different product every week and lists noteworthy product and UX learnings. We believe that the best way to master good product practices is to learn from others.
Introduction
WeChat, is a free messaging and calling app developed by Tencent in China. It is extremely popular, with ~500M MAUs at the beginning of 2015 (in comparison, WhatsApp at the same time had ~700M MAUs). However, given that more than 80% of its user base is derived from mainland China, the app’s designers are likely focused primarily on serving the needs of the local population making this is a fascinating candidate for a product breakdown.
1. WeChat has Facebook-style feeds built right into the messaging app
WeChat has a feature called ‘Moments’ that lets you share photos and links to a Facebook-style feed on your WeChat app profile. Your friends can then like and comment on each post. The privacy model is much stricter however, as a user can only see the Likes and Comments left by people they’re connected to. For example, let’s say my friend, Kate, shares a photo that John leaves a comment on. When I view Kate’s photo, I’ll only see that comment if I’m also friends with John. This stricter privacy model likely stems from the fact that WeChat started as a one-to-one direct messaging app, as opposed to a one-to-many sharing platform.
2. Picture-in-picture mode lets you multitask while video calling someone
Video calling has been around for a long time but WeChat allows you to minimize your video call and still continue using the app to do other things. Given that apps such as WeChat are portals in China with lots of plugins and features, we can see why this was important. We would love to see Apple implement this in FaceTime so users can multitask on their iPhones while on a video call.
On Android, you can even use other apps while conducting a video call. As you can see in the screenshot, we’re surfing the internet while actively participating in a video call.
3. You can add new contacts via QR code
While you do have the option of adding a new contact via their WeChat ID, WeChat has prioritized QR codes as a method. The app allows you to create and share your own QR code. Other people can then scan this code off your phone or a business card to add you as a contact. QR codes are extremely popular in China and it is easier for the Chinese audience to scan a QR code than to remember WeChat IDs that are written in English characters.
4. You can sign into the app via your voice
Voiceprint is a feature that allows you to log into WeChat by reading a set of numbers out loud. The system shows you the same set of numbers each time and authorization is predicated on your unique voice. This is an interesting way to log into the app without needing to remember your password.
Note: As we’re based in the US, we were only able to try the WeChat features available to US customers. In China, WeChat is a portal with a lot of other features — the app lets you buy movie tickets, order taxis, pay bills, download games, and much more.
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