Advanced Operations: How to design a user value system?

1. What is the user value system?

The user value system is an operational means of the enterprise, that is, to judge user behavior through quantitative models and standards. It is a method of distinguishing users of different values ​​and thus implementing differentiated incentives and operational strategies.

A good user value system includes three core points: first set standards -> then design a reward and punishment system -> then establish an improvement system.

The purpose of establishing a user value system for a product is to build a relationship between user behavior and user value through a task system, to make the value of user behavior quantifiable, and to implement it in the form of products such as growth value, growth level, reputation value, reputation level, and medals. Through the growth system, users are encouraged to stay and be active. Encourage users to use the core functions of your app and use them repeatedly.

Building a user value system is to complete the realization of the growth system, reputation system, and improvement system. The functions of these three systems are as follows:

• Through the growth system, users are encouraged to stay and be active. (Encourage users to use the core functions of the product, and use them repeatedly)
• Through the reputation system, users are guided to make transaction decisions and their behavior is regulated.
• By improving the system, educate and guide new users (including users with low credit or frozen accounts) to use products and core functions.

A good user growth system can enhance the user's initiative and activity, and users can also gain a sense of accomplishment, privileges and other benefits from the system. Through the reputation system, users are guided to make transaction decisions and their behavior is regulated.

According to different business scenarios, user behavior can be divided into 4-5 categories: basic active behavior, core business behavior, related business behavior, operational behavior, and evaluation behavior (evaluation, complaints, etc.).

The product forms that can be packaged according to user behavior are as follows:

• Growth level: Comprehensively evaluate the growth value of users in transactions
• Credit rating: Comprehensively evaluate the user's credibility in transactions
• Medal: Special display for some users, such as VIP customers

2. What is the user growth system?

The user growth model of transactional products usually takes [continuous activity -> business consumption] as the core goal. After the user completes a specific task, he/she will be given a certain amount of experience points. The verified cumulative value corresponds to the user's growth level, and the level corresponds to different rights and interests. Take the QQ membership growth system as an example:

• Newbie tasks: bind email, mobile phone, real-name authentication, upload avatar, complete personal information, etc.
• Daily tasks: like, comment, forward, favorite, log in, sign in, etc.
• Main tasks (core business): O2O - confirm receipt, WeChat / Alipay - payment, Didi Chuxing - taxi, QQ Music - listening to music, etc.

According to different tasks, users are given certain experience points as encouragement. For example, you will get 10 experience points for completing a novice task, 5 experience points for completing a daily task, and 20 experience points for completing a main task. The following table is an example of user growth level classification:

After completing the definition of task items, mapping the experience values ​​corresponding to the tasks, and the growth levels corresponding to the experience values, a growth value calculation model can be given. The construction of a growth value calculation model is generally divided into four steps: defining core behaviors and values, building a basic model, verifying data, and using the model. The construction of the basic model can be applied to the following simple formula:

Basic indicator*coefficient 1+core business indicator 1*coefficient 2+…+core business indicator N+coefficient M

The process of building the basic model requires the cooperation of the operational strategy. The goal of the operations strategy is to guide the definition of core behaviors and to assess the accuracy of the value model. Through the definition of user activity indicators, analysis of key retention nodes, and accumulation of user operation data, we can complete the continuous correction of the value model and the addition and deletion of core behaviors. Finally, an operation plan is proposed for users at key nodes to realize the operation of hierarchical rights and interests.

Judgments can be made through App tracking and analysis. The data obtained from App tracking plays an extremely important role in optimizing the design process and optimizing the operation and promotion strategy. The tracking data can help us better understand users and provide better products and services. For App tracking, a method for organizing requirements is provided, as shown in the following table:

3. What is the user reputation system?

The role of the user reputation system is to improve the strategy of core business operations and guide users to better complete transactions. The purpose of building a reputation index is to regulate users' transaction behaviors, standardize user behaviors, and improve their scalability.

Reputation evaluation is performed by accumulating reputation points through user behavior. The following method can be applied to the construction of the reputation value calculation model:

① The full score is 100 points. After completing novice tasks such as real-name authentication, the user's initial credit score is set to 85 points

② Then trigger [add points] and [subtract points] based on online behavior

• After a user violates the rules, a certain amount of credit points will be deducted
• After the user completes the point-adding behavior, a certain amount of credit points will be added
• Points added and deducted are calculated in real time after the corresponding behavior occurs.

③According to the credit level according to the credit score

• Different credit ratings are displayed differently on the front end
• Different credit levels correspond to different credit rights and penalties

④Calculate the accumulated points deducted for a single user. When the accumulated points deducted reach the upper limit, the account usage will be restricted.

The following table is an example of credit rating classification for reference:

Summarize

For users, a good user value system can enhance their initiative and activity, and users can also gain a sense of accomplishment, privileges and other benefits from the system. At the same time, the platform can also understand user behavior through the user value system, standardize the user usage process, and enhance user stickiness and trust in the product. A good user value system is of great benefit to both users and platforms. On the contrary, a bad user value system will appear cumbersome and useless.

Source: Xiao Q Chats About Products