My four design reflections after the 618 group buying event

618 is over, and the business side is very happy to announce that this year's 618 group purchase activity has successfully achieved the sales target. However, for designers, there are still many things that are not done well enough, and they need to record and reflect to avoid repeating them.

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Feedback on successful group buying

After a user joins a group, he or she needs to be guided to invite other friends to join the group, so the information of "joining successfully" and "guiding invitation" must be provided. I initially rejected the plan of directly putting "joining successfully" on the interface because it gave people the feeling that the feedback of success was not strong enough.

So I chose the toast prompt.

During the review, my colleague suggested changing it to a pop-up window prompt and adding an "Invite Friends Button" directly in the pop-up window. I originally thought that having two invite buttons would be a bit redundant, but it did focus the user's attention on the invite button, guiding the user to invite, and I finally adopted my colleague's suggestion.

After the launch of the app, data analysis showed that the click rate of the invite button was as high as 59.7%, indicating that the colleague's suggestion was indeed correct.

Header images in different states

Another area where I adopted my colleagues’ suggestions was in the design of the header image. Originally, I used the same header image when designing an event from beginning to end.

My colleague suggested that the header image on the page after joining the group should be reduced to leave space for the countdown, using a sense of urgency to stimulate users to invite friends. Thinking carefully, it is indeed necessary to use a header image to attract users to participate before joining the event, but users who have already joined have an understanding of the event, so they should focus more on attracting new members in the future.

Number of missing groups

There is another place where I adopted the suggestions of my colleagues. When the group that the user is expected to join is full, we hope to recommend the user to the group that is not full yet, so as to help the user quickly join the group. At first, I copied the product details page of Pinduoduo and gave users 3 groups to choose from. My colleagues suggested that only 1 is enough. Too many choices will consume the user's energy. If they hesitate, they may give up, which is not conducive to conversion.

Default avatar problem

All product lines of the company use a unified user account system. Last year, in order to increase the proportion of users uploading their own avatars, the next door community product line changed the original random use of multiple default avatars for new users to a unified default avatar, prompting users to upload their own real avatars for personality and aesthetics.

Unfortunately, the situation did not go as planned. To maintain privacy, users were unwilling to upload real avatars. As a result, 70% of users who participated in the 618 event used default avatars. At first glance, the repeated default avatars made many users who participated in the group purchase suspect that the other party was a robot. So we had to temporarily add nicknames under the avatars during the launch to improve the situation.

It can be seen that considering extreme cases, we have not done well enough in synchronizing information across multiple product lines.