How to “master” the user growth system?

The user growth system is crucial for a product. Through the user growth system, users’ usage habits can be cultivated and loyal users of the product can be trained.

01 Preface

"Gamification design" is a very popular concept in recent years, which refers to "the idea of ​​integrating game design strategies into non-game products for design."

Looking at community products, gamification designs can be found everywhere. Among them, the growth system can provide users with driving forces such as progress, achievement, rewards, and dependence, which is a very standard "gamification design".

So, how do we who are used to playing games “master” the user growth system?

02 Clarify the essence

What is the essence of the user growth system? Simply put, it is the guidance of user behavior.

As a UGC community product, 58Tribe is highly dependent on the ability of users to produce content. The higher the proportion of users producing content, the more active the society will be.

Therefore, guiding tribal users to continuously produce high-quality content is the mission given to the user growth system.

03 Driver Implementation

The prerequisite for guiding user behavior is to create effective user driving force. Only when users have and perceive the driving force will they integrate into the growth system and be guided "willingly".

The drive can be divided into internal drive (atmosphere) and external drive (motivation).

1. Atmosphere

Atmosphere is an internal driving force that enables users to develop autonomous initiative under the influence of product ecology and visual design.

A good atmosphere can create a psychological state for users, which can guide their behavior in a positive way.

In the 58 Tribe user growth system, a good atmosphere can attract and retain users, and then guide users to grow rapidly through tasks and other means, produce high-quality content, and feed back to the entire community.

Product atmosphere: Establish a growth system framework and clarify the user growth path. A clear growth path can effectively plan user behavior and guide users to achieve their set goals.

The tribe growth system sets up 7 levels of growth paths for users, as well as mechanisms for promotion, demotion, and relegation.

We hope to provide users with more room for growth to ensure the healthy operation of the top user ecosystem.

Scene atmosphere: We hope to design a scene for the user growth system, which is different from the regular page. It uses a gamification presentation to give users a stronger immersive experience and eliminate the fatigue and boredom brought to users by multitasking.

Through brainstorming and gathering everyone's wisdom, we finally selected the scenario solution for the industrial chain.

Different stages in an industrial chain correspond to different levels of the user growth system, which brings users a new life experience while fitting the meaning of growth.

In terms of design style, we decided on a 2.5D design style after comprehensively considering design costs and implementation effects. The advantage of this style is that it has a strong sense of space and three-dimensionality, making it easier for users to feel immersed. Moreover, the design specifications are relatively unified, which is very suitable for team collaboration when time is tight.

The entire system is divided into six major scenarios.

Scene 1: Boundless farmland, small paths in the fields, and idle farmhouses constitute the first stage of the industrial chain, farming; Scene 2: The second stage of the industrial chain, small workshops producing feed; Scene 3: The third stage of the industrial chain, small-scale breeding farms.

Scenario 4: The fourth stage of the industrial chain, larger-scale dairy processing plants; Scenario 5: The fifth stage of the industrial chain, coffee and milk tea shops in cities, the initial emergence of brand industrialization; Scenario 6: The sixth stage of the industrial chain, chain listed companies in big cities.

After the six scenes are designed, what needs to be done is to connect them into a unified scene.

At this point, a complete industrial chain scene is presented to users.

2. Motivation

If the atmosphere brings internal driving force to users, it lays the foundation for the growth system. Therefore, to maintain an orderly and vibrant system, external driving assistance is also needed.

Incentives are a very important driving force for user behavior. If you make an effort, you will expect a reward, and you will continue to make an effort only after receiving a reward. This is human nature.

Incentives can also be divided into material incentives and spiritual incentives.

Material incentives: People live in a material world, and the stimulation of material to users cannot be ignored. Whether it is money or rights within the community, they are all effective means to guide user behavior.

The system sets up 7 levels of growth paths for users. Accordingly, we design 7 levels of treasure chests. When users reach the corresponding level, they can manually click to open the treasure chest and obtain rewards of the corresponding level. What you see is what you get.

Reaching the corresponding level and obtaining the corresponding rewards will be communicated to the user through pop-up windows.

Of course, the rewards cannot remain static. As the level increases, the corresponding rewards will also increase. At the same time, the requirements for users will also increase accordingly.

This will form a virtuous cycle.

Spiritual motivation: In addition to material things, people are often influenced by spiritual things such as honor and achievement. Spiritual motivation becomes indispensable.

For each level in the system, we have designed corresponding level images based on the existing IP image expansion. While enriching and entertaining, it also enhances users' sensitivity to corresponding levels.

At the same time, a medal wall is designed to satisfy users' sense of achievement and desire to collect.

04 Ending

The design of the 58 Tribe user growth system is an interesting attempt, which brings a brand new experience to users.

In terms of data verification, the number of user visits and next-day retention have increased significantly. This also proves that our attempt is valuable.