They should be fast to load, straight-forward and not take too much of the users time. WeChat mini programs have an advantage when the functions are simple, easy to use and they make life's daily tasks more convenient. Participants showed they had predefined expectations for certain digital experiences depending on their complexities. The way users engage with mini programs and native apps are not the same. The needs of users don’t change, but behaviours do. One for self-service ordering in-store (which we tested) and another for home delivery.įrom looking at these comparisons, we can draw some conclusions when it comes to omnichannel strategies of apps launching mini programs. They do this by working with the limitations of WeChat and breaking up the apps core functions into two mini programs. KFC succeeded in creating a mini program experience that has a better user experience than their mobile app. “I would definitely use the mini program because the only purpose for me is to order food quickly. Using the KFC mini program was preferred because it has the required functions to execute tasks and is easier to use. This information we present in this article assumes some understanding of WeChat in the context of the China digital landscape and focuses on service mini programs, not in mini games (that's another bag of fish).
#WECHAT APP WERUN SERIES#
So we ran a series of focus group interviews at our user research facility in Shanghai, gathering insights through interactive exercises, comparisons, card sorting and deep-dive discussions. We wanted to explore these questions the best way we know how. But it seems some don’t understand why and when users like to use them, especially when compared to native mobile apps (iOS/Android). These web-based mini programs, limited to a couple of MB in size and loaded dynamically inside the WeChat app are shaking up the way brands and companies are trying to reach their customers in China. Come 2018, brands and tech giants are scrambling to ramp up their mini program presence as a cost-effective way for users to easily access content, services and products to cater to hundreds of millions of active mini program users. The popularity of WeChat mini programs exploded in 2017, shrugging off any doubts they were going to be a short-lived fad.
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