Productization of activities: How to operate entertainment products

Preliminary data surveys show that most of the operating methods of food recipes are inseparable from content. How to make high-quality content available to more users is nothing more than promoting activation, retention , and new users through text, video, activity, and adding social attributes, thereby increasing the number of views and sharing of food recipes.

The problem is that unless the recipe is very sophisticated, interesting and useful, users lack the motivation to share it actively. In order to promote or activate this motivation and action of active dissemination and sharing, you can consider making food recipes entertaining.

What is the entertainment of food recipes?

For example, for ordinary people like us, the question we least like to think about every day, but we can't escape it, is "What to eat in the morning/noon/dinner?"

Indeed, except for people in special stages (such as pregnant women and people with dietary taboos), they will plan their diet for the next week or even month. For us office workers, or the children of office workers, whether we go out to a restaurant or cook at home, most of the time we are too lazy to think about what we want to eat, and sometimes we don’t have the time to think about it.

This is the user's pain point.

We can try to use the thinking of entertainment operations to address the pain points and solve this eternal problem.

1. Product Design

Taking Douguo Food as an example, first of all, we designed it around the question of "what to eat in the morning/noon/dinner", closely combining the current product layout and functional structure.

1. User Positioning

People who have little time to think about what to eat (mostly because of career), but are more concerned about what to eat.

Roughly the following:

1. Single office workers : They have little time to think about what to eat every day, but they pay attention to the quality of life and often cook for themselves. However, they will make some familiar quick dishes on weekdays (only a few of them in mind), and they may invite friends to get together on weekends and make some exquisite dishes.
2. Working couples : They have little time to think about what to eat every day. Whoever gets off work earlier on weekdays may cook something delicious and try new dishes or cooking methods. On weekends, they sometimes visit both sets of parents and cook some exquisite dishes in front of them, but they are all home-cooked meals, and they consider the taste preferences of the elderly more.
3. Home workers : They pay more attention to their children’s diet, but they don’t have much time to think about it. They often ask their children what they will eat tomorrow. Some children are picky eaters, so they also consider their children’s nutritional balance and prepare some food that is beneficial to their growth.

(II) Usage scenarios

In general, any scenario where you want to know what to eat.

Version 1: Recommendations can be made based on weekdays and weekends.

Version 2: Gradually add other elements, such as defining the user's breakfast, lunch, and dinner scenarios according to time, and consider the time factor in the complexity of the recommended recipes.

3. Demand

Solve the age-old question: what to eat today.

This eating scenario is based on cooking at home, based on the massive recipes in the app, and based on users who have no idea or time to think about what to eat and repeat familiar dishes every week.

There are two broad categories of needs:

One is that the user happens to have some dishes or knows vague needs. For example, I have potatoes on hand, but I eat fried shredded potatoes every day and I don’t want to eat potatoes like that anymore; or I really want to make a soup, but I make meatball soup every day and I don’t really want to drink this kind of soup anymore.

Second, users do not have vague needs, they just simply have a goal before going to the vegetable market. For example, if I don’t know what I want to eat, then I’ll take a look at the menu. At this time, simply and roughly telling users what to eat seems to be less fun, and it is also impossible for users with choice phobia to make a decision.

Both of the above two categories of users can consider adding some entertainment product elements to the food recipe APP to activate users.

Taking Douguo Food as an example, the prototype picture is as follows.

(IV) Prototype Illustration

1. "I will combine" tab path

2. “Random Change” Path

From the What to Eat Today module on the main interface, you can enter two modes of play: free combination and random recipes.

"I'll combine" matches recipes based on the dishes the user needs (eggplant, banana, noodles, meat, etc.) or the attributes of the dishes (stir-fried dishes, staple foods, soups, etc.). Users only need to select ingredient 1, ingredient 2, type and label to search. Of course, selecting all will result in a higher search match for recipes.

First of all, the entrance is on the homepage, the position is obvious, the text description is clear, and it is a question, which gives users doubts and imagination space.

Click "What to eat today" to enter the "I'll combine" ingredient pairing interface, where you can scroll through ingredient 1, ingredient 2, and type. You can also double-click the plus sign to add a label, enter any category, enter the transition interface (gray translucent mask plus waiting animation), and then go to the recommended recipe interface. Of course, these are not required to be entered. If not entered, they will be automatically arranged randomly according to the "Random changes".

Click "What to eat today" to enter "I'll combine" and switch the tab on the upper side of the interface to the "Random changes" random recipe interface, where you can scroll to select cooking time and number of people. If you do not select any restrictions, just click "Change" to jump to the transition interface (gray translucent mask plus waiting animation), and then go to the recommended recipe interface. The layout of the recommendation interface should be focused as much as possible, recommending only one recipe (or if there are more than 3 people, a collection of recipes can be recommended based on the number of people), and 2-4 side dishes.

Sign-in incentive: Enter the recipe interface. There is a sign-in button on the recipe picture.

2. Activity Plan

1. Purpose and theme of the activity

On the basis of ensuring the tool attributes of recipe and food applications, increase their entertainment value, increase retention, and promote activation in a different way.

Initial launch:

In the early stage of launch, the purpose is to catch people's attention and make users use this function as a daily routine, retain old users of Douguo, encourage old users to share, and attract new users.

Case topic options:

1. How to solve the problem of late-stage laziness? Too lazy to think about what to eat today? (Preliminary warm-up topic)
2. Early bird bonus: Don’t know what to eat? Douguo understands you.

Online growth period:

Improve experience and collect data: Focus on improving experience and iterate quickly. By collecting users' behavior and trajectory information on Douguo, we record users' preferences and habits; by collecting users' personal settings and tag information, we record users' taste and ingredient preferences in order to give recommendations that better understand users. And interact with users in a timely manner to enable users to participate in the improvement of activities.

Case topic options:

• Tucao Conference: Finding the users who don’t understand Douguo the most~
• Record every bit of your love for life. (Annual summary of Douguo users in h5 format)

Online stabilization period:

Data analysis and demand collation practice: Start with data collection and analysis and demand collation testing. Rely on understanding your recipes to retain old users and help them develop usage habits. Do brainstorming sessions regularly, analyze competitive products , and improve and iterate existing activities. For example, in the later stage, you can consider adding dietary nutrition charts and giving recommended recipes to make the abstract concrete; you can also recommend the number of dishes in the recipe according to the number of people who dine together on a daily basis, instead of just recommending one recipe, so that nutrition is balanced with one click.

At the same time, cross-border cooperation can also be considered, such as combining eating and exercise, adding healthy recipes to sports apps, integrating the data of the apps, and deeply exploring users' eating and travel to gain a more comprehensive understanding of users.

2. Target population

Young users pursue dining quality, but in most cases only have vague demands and are generally interested in entertainment.

(III) Activity Rules

Sharing incentives (new users): Share the random game results to your Moments. If you are in the top ten for a week, you will receive a week's worth of nutritious personalized breakfast ingredients.

Sign-in incentives (to promote activity): The top ten people who sign in every week (breakfast, lunch, and dinner) will unlock privileges, such as becoming a Douguo member and enjoying free shipping at any price on e-commerce platforms (for a period of one week). The incentive for sign-in can be long-term and requires the support of a membership system and upgrade rules.

(IV) Activity progress

Early stage:

Multi-channel detonation of social circles: Warm-up before the event mainly relies on two channels for promotion , one is on-site promotion, the other is off-site promotion. Off-site promotion can rely on social media, such as official accounts , Weibo, and Douban, and determine the main social platform based on the target customer group and the resources at hand; on-site promotion is to publish information on the Douban event platform as a preview. Specifically, if you promote through WeChat official accounts , you can select several large accounts with concentrated target audiences, accurately place articles, and rely on social media for dissemination.

Demand communication: fully communicate with other departments regarding areas that require cooperation. For example, communicate with the product development department to implement the activity demand adjustment plan, and then go online after confirmation.

Traffic prediction: Test traffic based on the amount of article readings and activity page views to gauge awareness and participation in the activity.

Activity growth period and stable period:

At the beginning of the activity, it is equivalent to entering the project management stage. Project management requires information synchronization, clear division of labor, and performance and user experience are inseparable and have clear indicators. A Gantt chart can be made to promote project progress.

The early stage of a project is the key to its survival, and the team needs to spend some experience to manage it. When the project reaches its stable stage, all that needs to be done is routine work, with the focus on maintaining existing users and functional iterations.

5. Cost Estimation

This activity is a regular activity embedded in the product. There are no offline activities , so there are no offline costs.

It is mainly divided into three parts: labor cost, online activity promotion cost and activity reward cost. Human cost requires the research, analysis and writing of technical and product requirements. The specific human cost is calculated based on the number of people and time estimate. The online promotion cost is based on the method of promoting within the site and assisting outside the site. The promotion cost within the site basically belongs to the human activity cost. The scope of cooperation outside the site needs to be determined based on the cooperation channels and partners. In terms of activity rewards, for example, if there is a free breakfast ingredient activity once a month during the first three months of the promotion period, the estimated cost is controlled within 3,000 yuan. Sign-in activities are long-term activities and need to be measured based on the cost of the activity.

6. Result prediction

Determine the growth rate of relevant data in the first month of launch based on the PV, DV, and AR UP of the app’s homepage each month. For product functions with daily activity attributes, you can make estimates by referring to the number of active short-term online activities and interface adjustments (such as user feedback and data changes after adding breakfast, lunch, and dinner shows).

7. Activity data collection and results announcement

Inform all users of activity results on the site.

The activity is aimed at all users, so the results need to be informed to all users to keep consistent with the audience of the online activity.

Provide users with ample feedback and interaction channels.

On the event results page, a channel for users to file complaints and inquiries is provided. Team members follow up on user feedback and respond every day. Record user issues and needs, and quickly iterate on active products. While the attention level has not dropped, introduce follow-up activities, or give users suspense and make previews of anticipated activities. Provide enough foreplay for users.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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