Activity operation: JD.com Double 11 "Collect Cards and Earn Jingdou" Activity Full Analysis

As an unserious soul writer, this time I will write a serious case study - the design sharing of JD.com's Double 11 card collection and Jingdou system. I will try to be concise and not talk nonsense, and mainly talk about three key design points in this design process: 1. Data growth; 2. Task flow; 3. Quick verification.

1. Project Background

Double 11, I believe everyone is familiar with it. During large-scale promotions such as Double 11, while traffic is skyrocketing, as a platform, we also need to seize user traffic, empower merchants, and explode at the right time to achieve platform goals and finally realize a win-win situation (users/merchants/platform).

2. Data Growth

After understanding the needs, since we had already done a card collection and Jingdou sharing campaign during 618, and it could be continued during Double 11, the design goal was to focus on data growth as the core purpose and experience optimization as the secondary purpose. After determining the design goals, you can break down the core goals, as shown in the figure below. What we want to do is to increase data, so we need to determine the core data indicators to be examined.

Example: Improving participation rate

The value of JiKa Interactive is to accumulate energy for explosion, so we need to let users participate, retain traffic, release traffic at the right time, convert traffic, and reflect the value of traffic. So we need to increase user participation rate. Disassemble as follows:

After the indicators are broken down and corresponding hypotheses are made, we enter the design plan stage. For example, in the case of the "participation rate" indicator, in our hypothetical variables, we need to lower the participation threshold. Based on the feedback obtained from the previous version of the card collection, most users do not know how to play, so we need to start from the user's cognitive and understanding costs, such as deleting/integrating information and retaining the only strong guiding entrance of the page, which is to let users know where they are, what they can get, and what to do next (it has to be so clear that even a fool can understand it).

as follows:

Another example: increasing the lottery rate

After each card is synthesized into a magic card, it can be used for a draw. In addition to storing energy, the card collection interaction has another important value, which is to empower merchants. So after users obtain the magic card, they need to continue to be stimulated to continue collecting cards. This is the reason why the Wangwang Card draw mechanism is set up.

So in this iteration of Double 11, we need to increase the exposure of this feature so that users will notice it and participate in the lottery. Similarly, we also break down the targets (we will not go into detail here on how to do it), with the core goal of improving the page level of the lottery function to gain more exposure.

as follows:

In general, data growth-oriented design requires clarifying the core business indicators, so that they can be broken down and hypothesized variables can be made, and the design plan can be used to assist in achieving them, thereby promoting the achievement of business indicators. (Of course, the data has also been improved this time, otherwise I wouldn’t be writing this, ugh)

3. Task Flow

For the interaction of collecting cards and earning Jingdou, the main line is divided into the card collection stage, the doubling stage, and the prize drawing stage. When designing, we often encounter situations where information priorities are mutually exclusive. We want to highlight everything, but in the end nothing is highlighted. The task flow is a beacon (not the kind of sa Benin), which determines the highest priority information in each link, ensures the smooth progress of the main line, and guides designers in the design process what should be the highest priority.

For example: the doubling stage

During the doubling stage, we also need to meet the needs of new users to open plus. We understand that for users, opening plus can invite more friends and the bonus can be multiplied. So is it appropriate to provide a strong opening entrance at the beginning?

The answer is no. The button changes with the user's status. If the appropriate stimulus is given at the right time, the effect will be better. As shown below (taking the status of a user who has not activated plus as an example):

1. When a user just gets a magic card, we first strongly guide the user to double the amount, while retaining the button to activate the plus function to give the user a certain psychological expectation;

1. If the user has not reached the threshold, we still guide the user to achieve a small goal first (multiply the amount by eight times);

1. When users have achieved their small goals, this is the final push. We strongly guide them and say that the goals can be multiplied many times by opening the Plus app. We can also do this and that.

In general, the task flow is mainly about clarifying the main line, determining information priority, guiding design, and determining what to do and when to do it, to ensure that users can have a mindless experience. (Ahem)

4. Quick Verification

For more complex products with multiple page jumps, sometimes as a designer, you will get stuck and take many things for granted. You can’t jump out and objectively judge the design plan. So after the interaction is completed, you can try to output an interactive demo and find people around you and real users to conduct usability testing to expose experience problems as early as possible and solve them.

There are many interactive tools available now to support this. Anyway, I use principle. (I can’t post the complete demo. So that’s it.)

V. Conclusion

• Through data growth-oriented design, we break down the goals and make assumptions about the solutions, making the design solutions reasonable, well-founded and valuable.
• Guide the design through task flow to ensure smooth main line and orderly information hierarchy;
• Quickly verify the design through interactive demos, look at it objectively, and avoid usability issues.

The above is the design experience sharing of the Double Eleven card collection and Jingdou distribution. Welcome to discuss~~ cough cough

Source: Unknown Design