Analysis of Didi Qingju Bike User Growth System!

The “last mile” of public transportation is the main obstacle for urban residents to use public transportation for travel, and it is also the main challenge faced in the process of building green cities and low-carbon cities.

1. Background Analysis

1. Project Background

The user growth system is the core functional module for user retention in Qingju's business, which includes various gameplays, such as titles, growth values, rights, tasks, medals and other means to achieve interaction with users and transmit honors.

The establishment of a growth system helps us retain users more effectively, promote user activity, enhance user stickiness, educate users through step-by-step growth, and cultivate user habits, ultimately achieving the leap from general users of the product to core users.

For Qingju Bicycle users, the growth system is the product connectivity integrated between users and products. It sets different goals for users of different classes and finds corresponding behavioral means for different goals.

In order to improve the growth system of Didi Qingju Bike, promote the growth of Qingju Bike users, and enhance user activity, relevant competitive product analysis and research are conducted. Use the incentive system of the growth system to keep top users active and increase the riding frequency of middle and tail users.

2. Competitive product background

This article aims to find design opportunities for Qingju’s growth system through analysis of competing products’ user growth systems.

Qingju Bike, Didi’s own shared bicycle brand, symbolizes a fruit that is slightly immature but full of hope. The name "Qingju" echoes Didi's company name "Xiaoju Technology". Qingju Bike rents its bicycles to users on a pay-per-ride basis, which is essentially a B2C business model.

Whether renting a car or a bicycle, they are both travel tools related to the itinerary. Therefore, in terms of competitive product selection, this article selects three travel tools as direct competitors: Hellobike, Didi Chuxing, and Cao Cao Chuxing. At the same time, as a reference, this article selected products that are also related to user itineraries as related competing products for analysis: Fliggy Travel and Qunar.

3. Product performance

The selected direct competitors and related competitors are all products that rank relatively high in the tourism category. But overall, our target product is slightly inferior to other products in various performance aspects.

4. Product positioning

Qingju Bicycle: Qingju is committed to providing convenient, reliable, inclusive and green shared bicycle and electric motorcycle services to improve the overall traffic safety and travel efficiency of the city, allowing people to enjoy a better and new and interesting life.

Hello Travel: Hello Travel - a travel platform for bicycles, power-assisted bicycles, electric vehicles, taxis, ride-sharing, express delivery, and train tickets.

Didi Chuxing: Didi’s travel network connects hundreds of millions of drivers and passengers around the world. When you need to travel, the Didi App can help you get a car quickly, saving you the trouble of waiting for a long time on the roadside and looking for a parking space.

Cao Cao Travel: Cao Cao Travel is an Internet + new energy travel service platform strategically invested by Geely Technology Group, providing users with safe, convenient, low-carbon and high-quality one-stop travel solutions.

Fliggy Travel: Fliggy is a travel brand under Alibaba Group, providing air tickets, hotels, train tickets, bus tickets, attraction tickets, car rentals, weekend tours, group tours, free travel, self-driving tours, cruises, and travel and vacation products for you to choose from! Selected travel guides and travel insurance are designed to provide you with preferential, convenient and cost-effective travel services.

Qunar: Provides a one-stop solution for food, accommodation, travel, shopping and entertainment, and provides travelers with in-depth search and booking of domestic and international air tickets, hotels, vacations, tickets, car rentals, airport transfers, train tickets, bus tickets, group purchases and other travel information anytime and anywhere.

2. Competitive Product Analysis

According to user surveys, the current user growth system is not known or used by most users. There are many reasons for this outcome:

• The tasks are complicated, with multiple tasks, multiple points, and multiple nouns. It is cumbersome for users to use, the paths are confusing, and the rules are unclear;
• The entrance to the user growth system is hidden and deep, making it difficult to click in.
• Difficulty in upgrading: It is too difficult to complete tasks, earn points, and upgrade, which makes users want to give up;
• Not attractive enough. The privileges and benefits of the user growth system are not attractive enough to users.

1. Module analysis (task complexity analysis)

The tasks are complicated, with many tasks, points and nouns, which makes it cumbersome for users to use and they cannot figure out the rules.

In order to analyze the problem of cumbersome system tasks, we conducted a module analysis on these six apps to understand the composition of their module systems. These six products have their own characteristics in the setting of the user growth system. Generally speaking, entrances and exits are set up. The entrance is the method for users to obtain points, increase their levels, etc. When users obtain points, these points must be beneficial to the users.

Similarly, as the level increases, users should also be able to see the benefits of a high level, and use these benefits, namely rights, to attract users to complete tasks and earn points. Then users gain benefits, consume points, and obtain privileges, which is the exit of the system.

From the table, we can see that the entrance to the user growth system of each app has a membership system module and a points system, and the corresponding exit has a privilege module.

1) Green orange

After completing the tasks in the task system, you will receive corresponding benefits. The level growth of the membership system is related to the growth value, and the membership level corresponds to the corresponding privileges. The growth value of Qingju is related to the riding time. The achievement system medal is independent of other systems. The riding money of the points system is related to daily sign-in.

Summary: There is no relationship between the several systems at the entrance of Qingju's growth system, and they are all relatively independent.

2) Hello Travel

After completing the tasks in the task system, you will gain growth value. The level growth of the membership system is related to the growth value. The achievement system medal is independent of other systems. The bonus for the points system is related to daily sign-in and points tasks. The activity system of Youhayouche is independent of other systems. Each membership level corresponds to corresponding privileges.

Summary: In Hello’s growth system, there is a relationship between the three modules : task system, membership system, and privileges .

3) Didi

The system construction is very clear: membership system - privileges, points - points mall, welfare funds - cash discounts on consumption, these modules correspond to each other. Growth value is obtained from itineraries, consumption orders and activities, points are obtained from order points and activity points, and welfare funds are obtained from daily check-ins and related welfare activities.

4) Cao Cao's Travels

The system construction is also very clear. The membership system - privileges, points carbon assets - points mall, these modules correspond to each other. Growth value is obtained through itinerary, integral carbon assets are related to itinerary, and carbon bank is an activity system related to carbon assets.

Summary: Cao Cao Travel’s points system is independent of its membership system, and the calculation is related to mileage. The inlet corresponds to the outlet.

5) Fliggy

The system construction is similar to that of Hellobike, and there are interrelationships between the three modules: task system, points system, and points mall . Complete tasks to earn mileage points, and redeem mileage points for goods. Gaining growth points will upgrade the membership system and gain corresponding privileges. Growth points are related to payment order behavior in the Alitrip app.

6) Where to Go

There is no obvious task system. The task list is clearly listed in the points description, and points will be automatically added as long as the task is triggered. Points can be exchanged for goods in the mall. Membership levels correspond to privileges, and users upgrade their membership by obtaining growth points. Growth points are related to the rewards users receive when purchasing platform products and participating in activities.

7) Summary:

The growth system can be simply summarized into two types: one (Type A) is relatively simple, that is, there is no task system, and the calculation of points and growth values ​​is directly related to the core business; the other (Type B) guides user behavior through the task system to help users develop the habit of obtaining growth values ​​or points.

• Category A: Membership system - privileges, points - points mall, on this basis a relatively independent achievement system or activity system can be added. Of course, relatively independent systems can also be designed to be related to the previous entrance.
• Category B: Task system - membership system - privilege or task system - points system - points mall. Other systems can also be added on this basis.

Generally, points and growth values ​​are independent of each other and have no direct relationship with each other; membership level is determined by growth value and has nothing to do with points, and members of different levels enjoy different level benefits; the growth value is not affected by users' use of points to redeem benefits, the return of points after failed redemption, and the clearing of expired points.

The current Qingju growth system looks rather chaotic, with each entry module being independent. This setting is neither relevant nor concise enough. Both Hello Travel and Cao Cao Travel have set up more outstanding activity systems to attract users.

However, Hellobike's Hayouche is relatively independent, with independent sign-in and points rules within the section. Similarly, Cao Cao Travel also has an event, namely the carbon bank section, but this section is related to the points system, namely carbon assets. The entire system seems to be more correlated and unified.

Therefore, if necessary, the correlation between the module and the whole can be considered in the design.

2. Process analysis (difficult to reach analysis)

The entrance to the user growth system is difficult to reach and the levels are deep, making it difficult to click and enter. In order to analyze the problem that the system is difficult to reach, a process analysis was conducted on these six apps to understand their entrances and level distribution.

If the app does not have a bottom navigation bar, you need to click on the user profile picture on the homepage to enter the personal center, and then enter the membership system from the member section or member icon in the personal center. Under this structure, the total level of the system is 5. Users need to click to the fourth level to reach the membership system and see user privileges.

As can be seen from the table, the interface layouts of Qingju, Didi, and Cao Cao are all based on taxi-hailing or bicycle-scanning as their main functions; while Hello, Fliggy, and Qunar use comprehensive navigation as their main interface, so the latter have more content distributed on their homepages and a shallower functional level.

However, Qingju apps are travel tool products. When users open the software, the interface of the software as the main function of the tool should be displayed in the most direct way to improve user efficiency. It is worth mentioning that Cao Cao Travel has placed the membership entrance at the bottom of the homepage, so users can reach it with a slight swipe, thus reducing the hierarchy.

3. User stratification (what does the product require users to do)

The essence of user stratification is to conduct refined operations on user segments centered on user characteristics, user behaviors, etc. By classifying users with similar attributes, behaviors, tags, etc., personalized operations can be performed to improve operational efficiency and key indicators.

The user growth system records user behaviors in the form of points to achieve the effect of stratifying users with the product itself: on the one hand, it facilitates refined operations, and on the other hand, it encourages users to grow into advanced users.

There are four common ways of user segmentation: user personalized characteristics & needs segmentation, user identity segmentation, user value segmentation, and AARRR model segmentation.

It is obvious that Qingju Bicycle’s user stratification method is based on user value segmentation, that is, user value segmentation is carried out through key user behaviors. Simply put, the basis for user stratification is related to user riding frequency, riding time, riding payment and other behaviors.

From the above table, we can see that Qingju, Didi, and Cao Cao use cumulative usage as the basis for user value segmentation. Fliggy and Qunar use transaction amount as the basis for user value segmentation. Hellobike takes into account three factors: frequency of use, number of times, and transactions.

It can be concluded from the main business of Qingju products that the conditions for judging user value segmentation can be: riding time, mileage, riding frequency, daily activity, payment amount, etc. The specific settings can be determined according to user classification.

Users are stratified according to their behavior, and user behavior is what the product wants users to do. The product can assign what it wants users to do as task indicators to users. After users achieve these indicators, they are given corresponding rewards, which are what users want.

Through the analysis of this module, we can summarize how to set indicators and assign tasks in the user growth system.

4. Growth value calculation and rules (upgrade difficulty analysis)

Upgrading is difficult. It is too difficult to complete tasks, earn points, and upgrade, which makes users want to give up. In order to analyze the difficulty of system upgrade, growth numerical calculation and rule analysis were performed. Reasonable calculation method of growth value In order to divide the gaps and boundaries between levels, different products have different growth value calculation methods and level cycle calculation rules.

• Growth value: The level of the green orange is determined by the growth value, which is related to the riding time;
• Level cycle: one natural year;
• Rules: If you reach level 5 within this cycle, your growth value and level will remain unchanged. If you do not reach level 5, you will be downgraded based on your previous behavior.

• Growth value: Hello level is determined by growth value, which is related to daily tasks;
• Level cycle: 30 days;
• Rules: If you reach a new level within this period, the validity period of the new level will be recalculated for 30 days from the day of the upgrade. If there is no upgrade within the period, the new level will be recalculated according to the previous growth value the next day.

• Growth value: Didi’s level is determined by the growth value, which is related to the itinerary, consumption orders and activities;
• Level period: three months;
• Rules: The user level will be re-determined on the 1st of each month, based on the growth value in the past three months. If the growth value reaches a higher level threshold in the middle of the month, it will be upgraded in real time and the validity period will be extended to the end of the next month.

• Growth value: Cao Cao's travel level is determined by the growth value, which is related to the itinerary;
• Level cycle: one month;
• Rules: The user level will be re-determined on the 1st of each month, based on the corresponding level of the growth value obtained in the previous month.

• Growth value: The level of Fliggy Travel is determined by the growth value, which is related to the rewards obtained by users when purchasing platform products and participating in activities;
• Grade cycle: one year;
• Rules: The user level will be re-determined every year, based on the corresponding level of the growth value obtained in the previous cycle.

• Growth value: Qunar's level is determined by its growth value, which is related to the user's order consumption, task completion, and credit record;
• Grade cycle: one year;
• Rules: The user level will be re-determined every year, based on the corresponding level of the growth value obtained in the previous cycle.

1) Level and level cycle settings

According to the above growth value calculation method, the maximum number of levels for Qingju is 30, and the number of levels for other products is 4-6.

In the calculation of growth value, the level update cycle of the three travel tool apps except Qingju is one month, and the longest growth value accumulation cycle is three months. The rating cycle for the other two travel apps is one year.

From this it can be seen that the current level and cycle settings of Qingju are not very reasonable. The reason why travel apps set the membership level period to one year is because their usage frequency is slightly lower than that of travel tool apps.

Bicycles, taxis, electric vehicles and other means of transportation are used frequently in daily life, and their growth values ​​accumulate quickly. If they are calculated on an annual basis, more levels will be required. Too many levels will place a heavy cognitive burden on users.

There are also many QQ levels that we are familiar with, but it uses the representation method of stars, moon and sun to transform users' numerical cognition of levels into common sense and graphics.

2) Level growth rules

The numerical setting of the growth system should follow the rule of from easy to difficult, so as not to bring too much pressure to users when they upgrade the task for the first time. Upgrading to the later stages will bring more attractive privileges and benefits, so the difficulty of upgrading in the later stages will also need to be increased. The higher the level, the harder it should be to obtain, indicating the nobility of that level.

Therefore, when designing Qingju's user growth system, the numerical settings are mostly calculated using exponential functions, power functions, and other functions with gradually increasing differences.

Level growth must be considered from both the user and operational perspectives to achieve a reasonable distribution of levels. It is not possible to allow many users to reach the next level too quickly, otherwise the operating space at that level will be very small. The grading should be benchmark and scarce. The grades also need to be designed with a downgrade system to ensure the quality of each grade and increase scarcity.

3) Numerical setting

In order to let users feel the strong pleasure of earning points, the value of each point can be multiplied by 10 times, which can bring people a strong sense of gain and accomplishment. However, after such setting, the total score of the system is also set larger accordingly to ensure that users will not reach the maximum level easily.

5. Privilege Reward Classification (How to Attract User Analysis)

Not attractive enough. The privileges and benefits of the user growth system are not attractive enough to users. In order to analyze the problem of the system being unattractive, the privileges and benefits of these six apps were classified and analyzed.

The growth system exports of the six apps are organized and classified according to four aspects: discounts, benefits, activities, and experiences.

It can be found that most of the welfare privileges are centered around the core business of the product. Although Fliggy and Qunar are also travel itinerary apps, their business types are diverse and complex, so there are also many welfare discount coupons related to other platforms in the privilege rewards.

So when we optimize the Qingju growth system, we can consider adapting the welfare privileges to its core business of cycling.

Increase more user benefits and at the same time focus on the user experience aspect of user privileges. If the value of welfare benefits is high, it will increase operating costs, while if the value is not high, it will not be attractive enough. Welfare benefits centered around core businesses can both control costs and attract users.

New ideas for user experience:

When creating a privilege welfare system, people often consider how to bring substantial monetary benefits or material prizes to users. However, as can be seen from these competing apps, considering improving user experience as a direction of thinking is also a feasible idea.

Improving service and user experience can not only make users feel cared for and respected, but it is also a good way to save costs. It only requires paying more attention to details and user care in the original services. No additional monetary subsidies are required. The care for service and experience can make users feel the warmth of the brand.

3. Summary and design thinking

The establishment of a user growth system requires clear logic between modules, concise and easy-to-understand paths, and easy-to-understand rules; the growth value and points system need to be independent of each other, but the design of each module also needs to be unified as a whole and not too chaotic.

The hierarchy of the growth system should be as shallow as possible, and the entrance should be easily accessible. This will make it easier for users to discover the growth system and remember this module every time they use it. It will be easier for users to punch in and complete tasks.

The product's task system and growth value indicators clearly express what the product wants users to do, and use a step-by-step promotion system and more attractive reward plans to encourage users to actively complete tasks. The setting of tasks and indicators should be done in combination with user stratification, and the effect of user stratification can be achieved through different task settings and point calculation methods.

The settings of levels and rules need to be easy for users to remember and understand, and the upgrades should be gradual from easy to difficult. Levels need to be re-determined within a certain period of time, and points need to expire within a period of time, so that users can have a virtuous cycle of earning points, completing tasks to upgrade, obtaining privileges, and consuming points.

In terms of consuming points and obtaining level privileges, users must be given enough appeal. In addition to monetary benefits and material rewards, users also need to be given spiritual and psychological rewards and comfort, so that they can have a growth path like: habit - satisfaction - emotion - loyalty.

Author: Seventeen

Source: Seventeen