Taking Alipay bill as an example, how to create a “year-end inventory” of the product?

Can you make your own year-end bill with your own products? Let’s follow the editor of Qinggua Media to discuss this from three dimensions.

At the end of 2017 and the beginning of 2018, the circle of friends was destined to be extraordinary: first there were the jokes on WeChat , the Christmas slogan "Give me a Santa hat", then the post-90s generation celebrating their "18th birthday" and the mini-programs ... But the most resonant ones were the "NetEase year-end playlist" and the " Alipay 2017 year-end bill".

NetEase’s year-end playlist and Alipay’s year-end bill created a hot spot effect at the end of 2017, which was successful from a product perspective. As designers of Internet products, if the company requires it, can we make a year-end inventory that satisfies our customers?

The following article will discuss the cases of NetEase Cloud Music and Alipay from three dimensions:

1. Demand Analysis
2. Execution of requirements
3. Verification of requirements

1. Analysis of requirements

Before we discuss this, we need to think about the following questions:

1.1 What is the purpose of designing “Inventory”?

1.2 Who are the target users of our “inventory”?

1.3 What content does our “inventory” need to convey to users?

1.4 How do we want users to understand our products through our “inventory”?

1.5 How can we make users feel favorable towards our products through the “year-end review”?

1. Brief description of NetEase and Alipay bill forms:

At present, NetEase Cloud Music has occupied a large share of the music market, and its main competitors include QQ Music, Kugou Music and Kuwo Music. With the growth of user base and the accumulation of big data , NetEase compiled its own year-end playlist at the end of 2017.

The main purpose of NetEase Cloud Music designing the year-end playlist is to hope that new and old users can recall some of the wonderful moments and content of the year, thereby generating more resonance.

The data on music dimensions selected by NetEase Cloud Music (such as "late night", "loop play", "favorite music type", "most heard lyrics"...) make users feel cared for, and select words such as "night" and "long time ago", thereby stimulating and evoking the moments of inner loneliness.

To some extent, NetEase Cloud Music plays on sentiment and emotion, and its copywriting is more delicate and touching; its treatment of the ending uses video images to move users again.

But in reality, its spreadability is not as strong as that of tags, because Alipay tags are more relevant to users. However, for new users, these humanized data of NetEase Cloud Music will make them more inclined to the product and more willing to join this group.

For users who use NetEase Music infrequently, “Inventory” will create a sense of excitement and stimulate users to try NetEase Music again, thereby attracting new users and activating them.

As for Alipay, it already has a huge user base and plays an important role as a life assistant in people's lives.

It uses a bill to count the user's software usage this year, including purchases of auto supplies, recharges, travel, bonuses, credit compliance, walking steps, etc., allowing users to feel the ubiquitous role of Alipay in life, establishing an image of a life manager and giving users a greater sense of identity and trust.

The smart assistant predicts the keywords of the year at the end (in the form of labels), which adds more interest to the bill, similar to the predictions for the twelve zodiac signs, and allows users to spread the word and share their own labels and analysis.

After an overview of the two billing forms, what information do they want to convey to users?

The purpose of general bills is mainly to record some statistical comparative data or data obtained from monitoring and to conduct certain analysis. But in the end, it all needs to be combined with the user's behavior path

Regardless of the type of data, the platform provides functions and modules, and users use them, thereby statistically analyzing the significance of some of the users' behavioral paths and some of the behaviors related to the functions voiced by the platform.

Therefore, when designing the information module, we must first clarify what functions our software provides? Who are the main users, what interactions do they have with the platform and capture their behaviors.

2. Target users from the perspective of function:

NetEase Cloud Music is a music player software, and its main modules are divided into the following categories:

• The first type of songs includes songs in the form of MVs.
• The second type of playlist includes albums that are music collections such as radio stations and NetEase Cloud Disk.
• The third type of singers includes playlist creators, radio authors, etc.
• The fourth type is the added value created by the song playlist and the singer, including comments and likes.

Based on the features of NetEase Cloud Music and online data analysis , we divide people who use NetEase Cloud Music into the following types:

• The first type is to use music as accompaniment or background music . This type of people don’t care what songs they listen to, they just need music in the environment.
• The second type is the emotional sustenance type . Music, as an objective thing, can convey some subtle emotions. Users convey and express some emotions by listening to music and commenting and liking it.
• The third type is those who have specific preferences for music types . This type of people have their own opinions on music and love specific types of music. They use music listening software to pursue some new or unique music.

Alipay is a very powerful software, but ultimately, it currently plays more of a role as a payment tool in life, with a social orientation.

The functions of Alipay can be divided into the following categories:

• The first type of payment function includes online and offline, Tmall , and Taobao .
• The second financial management function includes Yu'e Bao, Zhaocai Bao, and various funds and stocks.
• The third type of social functions include money transfers between friends, red envelopes, and weak social products such as charitable donations, tree planting and chicken raising that are currently more advocated.

What do we want users to think of the bill after viewing it?

From the perspective of the product itself, we hope that after users have read the bill, they will recall the scene at a certain moment in the year, thereby generating a deeper emotional connection with the software, and sharing this feeling so that more people will like this platform and the software.

2. Implementation of Requirements

How to design a specific bill?

As mentioned earlier, the purpose of the bill is to evoke users' memories of certain scenes and certain scenes in a year, so as to form a better and more favorable impression on the product, and spread people's favorable impression, attract more new users, and consolidate more old users.

So we can consider this issue from several directions:

• The emotional nature of the bill.
• The presentation method of the bill.
• The dissemination and operation form of the bill.

1. The emotional nature of the bill

The purpose of the bill has been emphasized many times. From an emotional perspective, the first method we often use is storytelling. People have emotions, so the source of all information must be based on a scene. When users have stories and the software has scenarios to play with, everything will seem reasonable.

The second is to make users “feel good”. Current users all more or less pursue some form of self-expression of their individuality. Therefore, we need to understand the various little thoughts of users and design some elements to satisfy their desire for self-show, recognition or group recognition, etc., so that they can feel good about themselves.

The third method is to use highlights to stimulate users. In addition to having a story and making the plot reasonable, we also need a glass of "wine"; that is, we need to find those points that can stimulate users, make them deeply moved, and have deep feelings and good memories.

In general, the entire process of designing the bill must contain messages that advocate positivity and beauty, and avoid giving information that causes users to panic or that counteracts positivity.

2. How to present the bill

Corresponding to the emotionality stated above, when we design a bill, it is not just like submitting a report card or a report card. In the process of storytelling, we should make the story more complete and the sense of scene stronger. For example, Alipay has added elements of sound effects and motion effects to make the scene more complete.

Secondly, you can use elements such as videos and music to create an all-round atmosphere, mobilize the user's visual and auditory senses, and make the good feeling stay in the user's memory longer.

Third, if there is something specific to pin on, it should be reflected to better connect with the user's emotions. In psychology, it is also called empathy, which allows users to transfer their emotions to another thing or person. Therefore, when designing, you must consider whether the design elements fit the actual scene. Even a sentence or a picture needs to be carefully considered.

Finally, the image presented must be "beautiful" and conform to the user's pursuit of beauty in things, making the user feel that the future will be better and have better expectations.

3. The spread of bills

If this bill only makes users feel good but does not make them want to share it, then we have not achieved our goal.

Our goal is to consolidate existing users and attract new users - existing users have been consolidated, but how can we make new users identify with us?

What we mean by spreadability here is that when users have strong feelings to express, it is easy to spread.

(The previous analysis has explained how to create this feeling for users, so I will not repeat it here.)

3. Verification of requirements

The verification of demand here does not mean looking at data feedback after the product is developed and launched.

The bill only comes once a year. If we find by then that the amount is not quite what we expected, it would be embarrassing. If we miss the opportunity, we have to wait another year.

The demand verification mentioned here refers to interactive verification methods such as interactive usability verification and small-scale testing. The specific methods will not be discussed in depth here (you can check the relevant content yourself). But this is very important. It is the last step before success and is indispensable.

IV. Conclusion

According to the logic of the above method, by analyzing your own products one by one, can you also make your own year-end bill?

In fact, it is not necessarily the year-end bill. This form of report is also frequently used in daily life. For example, the weekly battle report of King of Glory also follows this design logic, and the learning situation report sent by educational software to parents, etc.

The above is my personal opinion, and I welcome your comments and corrections.

The author of this article @王烨林 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century