How to understand the product points system from the user's perspective?

The role of points in the entire product process is mainly to attract new customers , retain customers , and promote activation, and to be differentiated according to the differences of the products in conjunction with the main new functions. From the user's perspective, points can be divided into two major parts: one is acquisition and the other is consumption.

First of all, as far as points are concerned, it is a process in which users obtain corresponding points by completing certain tasks or means, and then consume them through relevant means.

As for the role of points in the entire product process, we mainly hope to focus on attracting new customers, retaining customers, and promoting activation, and to differentiate them according to the differences of the products in combination with the launch of new features.

So from the user's perspective, points can be divided into two major parts: one is acquisition; the other is consumption.

The following two points are discussed separately:

1. Acquisition (mainly the acquisition method and corresponding rules)

The acquisition method can be divided into the following categories according to the type of tasks completed by the user:

1. Newbie Tasks (This is a process that helps users get familiar with the product and motivates them to use the product)

• Bind your mobile phone;
• Bind email address;
• Upload an avatar;
• The first consumption/posting/sharing, etc. is the first use of the core functions of the corresponding product;
• Complete personal information.

Depending on the core functions and focus of the product, we must distinguish which information content is the core we want to obtain from users and which is not very important. Don’t just follow the crowd, don’t think “other products have it so I have to have it too”, think about why you need this task. You can refer to other scoring systems to improve their organization and classification, and then combine them with the characteristics of your own products to create your own.

2. Daily tasks

• Sign in (this is almost the most basic and common);
• Tasks related to the use of the core functions of the corresponding product.

3. Operational activities

• Festival related categories;
• Product-specific date related classes (anniversary, etc.).

This specifically requires deployment and adjustment in coordination with the promotional activities of operations-related personnel, but the coordination between departments must be done well. Because the proportion of points allocated to the event and other factors have far-reaching impacts, you must think carefully about how many points you expect to distribute for the event and what effect you want to achieve. What is the impact on the overall score? What are the possible problems and loopholes? How to prevent the wool-pulling party ? etc.

4. Specific incentive user category

This category mainly includes, for example, birthdays, or specific dates when a connection with the user was established (for example, anniversaries, etc.).

5. Balanced Stimulus Points Circulation

This category mainly talks about consumption, mainly the lottery type that treats points as a kind of prize for redemption.

The above is a general introduction to how to obtain points. The key is to set them up based on the product and the scenario. For first-time designers, it is necessary to first find a classic, complete and relevant product scoring system with reference value, summarize and organize your thoughts, and then carry out your own design. Try to look at and organize as many as possible.

2. Consumption

As for consumption, the manifestations vary greatly depending on the product's own properties, so my list may not be applicable to everyone and is for reference only. But the essence is the same, which is the consumption of points.

1. Redeem goods

• Virtual goods;
• Real goods.

The means of redemption can be pure points redemption, or points + real currency. The choice of redemption goods is also very important. If the goods given for redemption do not arouse the user's interest, then it is undoubtedly a failure. For example, the points for the two-dimensional activities that can be exchanged for dishwashing liquid are very biased, so product selection is also very important.

The redemption of virtual products is best centered around core functions or the next main function. Alternatively, the points system and membership system complement each other, and when redeeming goods, you can add the redemption of memberships to enhance the connection between them. The membership system is another big part and I won’t talk about it here.

2. Lucky Draw

Lottery is the best means of circulating points. If users just accumulate points blindly, neither the virtual goods nor the real goods provided by the product will be to their liking and provide another outlet for users. Or the thresholds for the first two are too high or require real currency, and users are unwilling to spend. Lotteries are a measure that allows users to win products with low-cost points and a small probability of winning, which is conducive to the flow of the points ecosystem.

There are many specific lottery forms, such as scratch-off lottery and roulette. Remember to control the probability distribution well.

3. Notes

(1) The entire points system is full of details. In actual operation, the first step is to determine how much money the company is willing to invest each year in the system, or, for profitable companies, what percentage of the profit will be used to provide feedback to users.

At the same time, when investing, you must also work out what kind of feedback you hope to get . This can be adjusted based on later changes in data, but this concept must be present. To estimate the overall quantity, carry out the later design within this budget, and after the later design is completed, calculate whether the deviation from the company's overall strategy is within an acceptable range under extreme cases (two extremes) and expected cases. If not, then make adjustments.

(2) The points system can be seen as a currency system within the product, so we must pay attention to the issues of points inflation and points deflation, and try to keep the value of points within a controllable range with little fluctuation. Whether it is expansion or contraction, it will affect the product and users and bring adverse effects to the product. Please pay special attention to inflation, as most of the cases are caused by over-issuance of points due to improper design .

(3) Manage the relevant data in real time and provide feedback, including the user's points collection data, points consumption data, etc. The detailed data needs to be deducted by yourself and are all valuable data. The relevant backend pages are designed in place, and data is fed back to relevant personnel for communication in a timely manner.

(4) Build a good risk control system and don’t let the freeloaders ruin the entire system.

(5) Do not leave your points system static. Under a fixed system, you should use different activities and redemption products to innovate and give users a sense of freshness. If nothing changes and you don’t keep up with the pace, users will lose interest. The details need to be discussed with operations and other relevant personnel.

(6) The points-collecting rules must be perfect and without loopholes. There must be no ambiguity in either the tasks given or the consumption process. Be careful! ! ! ! ! ! This is very important! ! ! !

(7) The mission of the points system should be to help retain, activate and add new users. Therefore, it is impossible to take into account all registered users. We must clearly distinguish the primary and secondary, who is the main service target, what is the purpose of the service, etc.

I haven't written an article for a long time. If there are any problems in the logic or errors in the content, please point them out. We can learn from each other. Thank you for reading.

Author: judyyyy, authorized to be published by Qinggua Media .

Source: judyyyy