From two perspectives, 13 devilish details in Pinduoduo's mini program sharing

For us e-commerce practitioners, we always feel complicated when talking about Pinduoduo. Pinduoduo has opened up possibilities for an industry, and its rapid development has made its peers envious, despised, fearful, inspired, or jealous.

Yesterday, my colleague @石佛 started a discussion and sorted out the product process of Pinduoduo’s mini program “bargain and get it for free”. In such a seemingly "mature" routine, we discovered a series of devilish details and tricks in product design, and would like to share them with you.

1. Sharing the initiator’s perspective

Process 1: Enter the "Bargain and Get for Free" section of Pinduoduo mini program

Process 2: Enter the product details page and directly play a bargaining animation with sound effects, which is very cool

Devil’s detail #1 : Trigger bargaining when entering the product details, rather than after sharing; make users feel good at the first moment, and then use pop-ups to trigger sharing.

Devil’s Detail #2 : The initial bargaining amount triggered by the user is large, rather than simply a random amount/ratio. Pinduoduo also uses the same tactics in activities such as giving away free red envelopes. It is very difficult for users to eventually complete the task, but they don’t know this when they first start sharing.

Step 3: Share and bargain

Devil’s detail #3 : this is actually the second round of bargaining, which is equivalent to being able to bargain twice (unexpected). Pay attention to the text "You have already cut more ", the word "more" is used so well! Similarly, the bargaining limit this time is also very high.

Devil’s Detail #4 : After the action is completed, the share button changes the text from “group” to “friends”. Of course, this is just a copywriting. Pinduoduo will never let you choose to share to a group or friends. Clicking anything will directly open the WeChat conversation page.

Process 4: Return to the list page

Devil’s detail #5 : In case you didn’t share on the previous page, a pop-up reminder will appear when you return to the list page.

Devil’s detail #6 : After the share is successful, the text changes from “bargain for 0 yuan” to “continue bargaining”. This text probably has no practical use, but at least it can help you distinguish which ones you have shared and which ones you have not shared.

2. The perspective of bargaining participants

Step 1: See the mini program card in the WeChat dialog box

Devil’s Detail #7 : Pinduoduo’s mini-program cards are usually very attractive, which is carefully designed and processed . When making mini-program cards in WeChat, you can fill them with the current page or a fixed image. Most teams do this. However, the effect of placing pictures used on activity pages on mini program cards may not be good. @石佛说Pinduoduo has created a hidden sharing page. The user clicks on "Share" and takes a screenshot of the shared page; the shared user participates in the activity and jumps to the normal activity page, thus achieving the effect of a dynamic puzzle at a very low cost.

Devil’s detail #8 : the titles of the mini-program cards are different (the specific logic is not clear at the moment, and it doesn’t feel like an ab test). The example at the bottom, combined with the picture above, shows that the card style is also constantly iterating .

Process 2: The bargainer clicks on the small card, and naturally, there is another cool animation with sound effects...

Devil’s detail #9 : After the bargainer clicks in, he or she can bargain successfully (“Thank you for helping me bargain”) without any additional actions. This is the same as #1. Through pop-up prompts, highlight and guide bargainers to become sharers ("Invite you to bargain together").

Devil’s Detail #10 : Users can continue bargaining after closing the pop-up window, which is an unexpected bonus for users, similar to #3.

Devil’s detail #11 : After helping people cut the content, the page used an anchor point to shrink the product image and improve the position of the product list below to maximize the efficiency of the page space.

Devil's detail #12 : The number of times you help each other is limited to 3, to avoid people in a circle always hacking each other.

Process 3: Return after bargaining, return to the product list page

Devil’s Detail #13 : This seemingly ordinary process hides a very clever design. Normally, users can exit the mini program by swiping right. Pinduoduo’s approach is: when users click on a card to enter the mini program, they first go to the list page, and then quickly switch to the active product page (the page will "shake" when entering). In this way, when the user swipes right to go back, he will go to the list page instead of closing the mini program.

Pinduoduo's excellence in product design is truly worth learning from for every one of us in the industry. I’d like to end this article with a quote from Caijing’s previous conversation with Pinduoduo’s Huang Zheng:

Xiaowan: In terms of grasping the boundaries, has Pinduoduo made good use of the loopholes and gray mechanisms of the WeChat public platform ?

Huang Zheng: If someone thinks that we rose to power by taking advantage of the rules, and he can understand it, why can't he rise to power?