A successful H5 should hit the user's key points and achieve the operation purpose
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Without discussing how to define “success”, can you tell me what H5 is? We all know that H5 is the abbreviation of HTML5. But HTML5 is just a technical term for a way of implementing a page. Is this the technical term we usually refer to? Obviously not. To be precise, what we are talking about is the functional page displayed on the mobile terminal implemented in Html5. If you compare a web page to a person, then HTML is his skeleton, CSS is his muscles and skin, and JavaScript is the person's behavioral response. For example, if a fly flies onto your face, you will slap it (is there anyone chasing you in West World?). In this way, JavaScript, not HTML, is most relevant to page interaction. Moreover, most of the H5 works that appear on various platforms now do not actually use the features of HTML5, and the previous HTML technology is sufficient to achieve them. It can be seen that the H5 we usually talk about has little to do with the technical term HTML5. It is just a product term that everyone is used to calling. In essence, it is a functional page displayed on the mobile terminal. But why is the H5 we are talking about so special? The reason is actually the operational purpose behind it. 2. What kind of H5 is considered successful? Although the sudden popularity of "Surround the Nervous Cat" was a coincidence, it has always been known as a typical success case. But is it really a successful H5 work? What do you remember after playing it? What most people remember is just the game concept and interaction method of this “silly little game ”. Even if users have played it 10 times, they may not know who produced the H5 and what the team wants to promote. "Kris Wu is going to join the army" also swept the circle of friends for a time. The way of displaying information is very creative. Even now, there are still many works that use this creative expression method on the real page background. But the question remains the same: after playing the game, what else do you remember besides the name Kris Wu and the cool way of interaction? If users don’t know what the main theme of this H5 promotion is after experiencing the entire design, can it be called a success? Note: Of course I don’t have specific data to show the impact of the above H5 on user downloads and other data after it went online, but from my survey of a small number of users, the influence is not equal to that of H5 itself. So what kind of H5 work is successful? As shown in the figure: The operational purposes referred to are nothing more than attracting new users, daily active users, brand exposure, etc.; the user purposes that are more commonly used include taking advantage, curiosity, star chasing, showing off, emotional resonance, etc. What designers need to do is to use available resources to design a way to subtly guide users to achieve their user goals, thereby helping the product achieve its operational goals. (>_>)Isn’t the wording too evil? Let’s look back at the case of “Kris Wu is joining the army”: If you don't pay special attention, it's easy to mistakenly think that this H5 is mainly for Tencent News promotion. Because apart from the title of Tencent News, the name of the game "National Assault" that exposed the protagonist of H5 only appeared in the upper left corner of the end page and in the verbal description of Wu Yifan's video. In addition to the lack of prominence in the visual expression in the upper left corner, in the H5 communication environment, using audio to convey important information is not a very efficient way. Applying the logic of the above picture, although the user has achieved the user's purpose in this H5 (curiosity, star chasing...), it has not been successfully converted into the conditions for achieving the operational purpose. summary The author certainly does not have a set of theories to summarize how to create a 100% successful H5 work. After all, the success of a work is affected by many other factors besides the quality of the designer himself. Just like the "NetEase Dada - Use the power of the primitive times to draw little people" which became popular some time ago on the wave of the primitive girl, some other H5 works, such as "361° Create Your Passion" used the same form of expression earlier but failed to achieve the same communication effect as the former. Some comments called it plagiarism. In response, I can only say that I hope I can also plagiarize many such successfully circulated works. The success of H5 has always been like this, full of uncertainties. Some works have cost a lot of effort and money, but in the end the user just says "Well, it's pretty good" and then clicks to close it, without causing any waves. Some works, though simple, can accurately hit the user's key points and achieve operational goals. As an interaction designer, I hope to ensure to the greatest extent possible that when this opportunity comes, I am fully prepared in terms of interaction design. Mobile application product promotion service: APP promotion service Qinggua Media advertising Author of this article@ Jack Butterfly is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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