Dingxiang Doctor APP Promotion Analysis Report

How is an excellent product designed, what principles does it follow, what strategies does it have, and can it be described by a design formula so that we can study and learn in a comprehensive and structured way.

I am an interaction designer who likes to copy, disassemble, diagnose and analyze products . In 2022, I decided to select excellent products according to industry research and analysis, and regularly output product analysis reports . This [ Dingxiang Doctor APP Product Design Analysis Report] is the first one this year, and it aims to stimulate discussion. I hope to take this opportunity to make more friends in the industry and communicate and discuss with everyone!

1. Analysis principles

1.1 Suitable for the crowd

• UI/interaction designer: Jump out of the execution layer, gain insight into Dingxiang Doctor’s product design strategy, and improve product analysis capabilities
• Product Manager/Operation: Obtain product design references through comprehensive content design and interaction process analysis
• Medical product practitioners: Get references for competing products by analyzing Dingxiang Doctor’s product design

1.2 Analysis Objectives

DingXiang Doctor APP is a product with very good user reputation. The goal of this product analysis is mainly to analyze what DingXiang Doctor did, why it did it, and how it did it, aiming to extract DingXiang Doctor's design formula and provide design reference for UI designers, product managers, product operations and medical product practitioners.

1.3 Analysis steps

The first step is product disassembly . Disassemble all the functional modules of Dingxiang Doctor and study what it actually does;

The second step is design analysis . Conduct a comprehensive analysis of Dingxiang Doctor's functional design, content strategy, and user experience;

The third step is to summarize and think . Summarize and think about the advantages of Dingxiang Doctor’s product design and refine the product design formula.

1.4 Analysis Principles

1.4.1 AARRR Model (Pirate Index)

The AARRR model, also known as the Pirate Metrics, was proposed by Dave McClure. It includes user acquisition, user activation, user retention, revenue generation, and user recommendations , corresponding to the five important links in the user life cycle. Through Pirate Indicators, we can analyze the value of each functional module to understand why we do it and how it helps the product.

1.4.2 Social Psychology

Through Cialdini's social psychology "Influence" six persuasive principles - reciprocity, commitment and consistency, social identity, liking, authority and scarcity , combined with Chen Yong's six transformation elements , we can think about how Dingxiang Doctor's content is designed and whether such a design has a principled basis.

1.4.3 Nielsen's Ten Usability Principles

Through Nielsen's ten usability principles, namely system visibility principle, environmental appropriateness principle, undo and redo principle, consistency principle, error prevention principle, easy access principle, flexible and efficient principle, easy scanning principle, fault tolerance principle, and humanized help principle , we can judge whether Dingxiang Doctor's experience design is friendly and reasonable.

2. Product Overview

2.1 Product Image

Dingxiang Doctor is a public health medical service APP that focuses on outpatient health scenarios, provides the public with professional and reliable diversified health scenario solutions, and is committed to becoming a healthy lifestyle guide. Its core functions include health encyclopedias, health strategies, online consultations, and vaccine appointments.

2.2 Business Model

Dingxiang Doctor connects patients and doctors . Its core user group is mainly young and middle-aged mothers aged 26-35. It mainly solves users' knowledge blind spots in life and health, as well as the pain points of slow offline medical treatment and uneven distribution of high-quality medical resources. In terms of operations and promotion, we mainly produce high-quality health knowledge and strategies through doctors and industry KOLs, disseminate content across the entire network, and attract new traffic.

2.3 User Roles

Dingxiang Doctor APP links users and doctors. User roles are mainly divided into three categories: patients, doctors, and self-media creators .

1. Patients: Most of them are young and middle-aged mothers aged 26-35, with high education level and stable income; they care about their own and their family's health, and pay attention to the service and quality of the products. They are the core user group of Dingxiang Doctor.
2. Doctors: They cover hospitals across the country, and are mainly doctors with tertiary medical titles or above; they pay attention to the ecological environment of the platform and are eager to increase their own visibility while having a certain income.
3. We-media creators: Individual and institutional creators of Internet medical we-media; they pay attention to the platform development model and are eager to gain popularity and income through the platform.
4. Others: Other user roles include pharmaceutical companies, health-related companies, and hospitals; they pay attention to DingXiang Doctor's ecological environment, look for business cooperation opportunities, and conduct brand promotion.

2.4 User Profile

Due to the analysis objectives and dimensions, only the patient's user portrait is displayed, and other roles are not considered for the time being.

2.5 Usage scenarios

Due to the analysis objectives and dimensions, only the main scenarios in which patients use the product are listed, and other roles are not considered for the time being.

2.5.1 Disease Query

Scenario description: A child in Li Ye's kindergarten is infected with hand, foot and mouth disease. Li Ye needs to check the precautions for preventing hand, foot and mouth disease, so she starts to check the relevant measures for hand, foot and mouth disease prevention.

Solution: Health Encyclopedia, Health Strategies

2.5.2 Popular Science

Scenario description: Li Fang likes to collect daily health knowledge and popular science, and attaches great importance to disease prevention. She hopes to find an authoritative and rigorous popular science platform.

Solution: Live broadcast, health tips

2.5.3 Childcare

Scenario description: Zhang Yin is a new mother who has no experience in taking care of babies. She longs to have exclusive and effective private doctor services to solve some difficult problems in the parenting process.

Solutions: Health strategies, pediatric membership

2.5.4 Consultation on minor illnesses

Scenario description: Wang Huan's skin has been a bit dry recently, and red spots have appeared on his body. However, it is difficult to take leave from work, so he hopes to find a solution through online consultation through a medical APP.

Solution: Online consultation and monitoring strategies

2.6 Functional Architecture

2.7 Product Disassembly

By copying the Sketch software, the DingXiang APP was completely disassembled and a high-fidelity interactive design draft was output.

2.8 User Reviews

DingXiang Doctor has long been ranked in the top ten among medical industry apps on Apple APPSTORE. It can also be seen from user ratings and comments that its medical resources, content quality and user experience have been recognized by users. It is a very excellent app.

2.9 Iteration Process

As of February 20, 2022, the Dingxiang Doctor APP has gone through hundreds of versions, large and small. From its iterative history, we can see that from the initial home medication to today's Dingxiang Doctor, from a medication consultation tool to the current public health life service platform, Dingxiang Doctor has made countless design optimizations and improvements to have today's rich and complete products.

3. Content Services

Based on functional value, I re-divided Dingxiang Doctor into three major sections , namely content services, medical services and membership services . Content services mainly realize user acquisition, dissemination and retention , medical services realize user activation and monetization , and membership services are basic services , including user information, orders, patient management, etc.

3.1 Health Tips

3.1.1 Functional value

Health guides are created by medical experts and related medical and health self-media practitioners ( PGC model, professional content creation ), to provide users with medical and health knowledge popularization and publicity, and secondly to establish relationship links between users and doctors to achieve user retention . The health guide content is strictly quality-controlled and reviewed by an expert committee. Through high-quality content output, it stimulates user dissemination and attracts new traffic .

3.1.2 Strategy Analysis

3.1.2.1 Home Page

1. After a new user opens the APP, guide the user to select topics of interest and activate the user
2. After entering the homepage, the content is displayed in the form of information flow to recommend interesting content to users
3. The top tab bar is for attention (what I care about) , recommendation (the system recommends based on interests) , live broadcast (business goals ), skin care and fat reduction diet ( platform core content) , you can switch left and right to browse
4. PGC content model, creators are medical experts and related practitioners, users can only comment
5. The guide content will automatically generate tags to form topics

3.1.2.2 Content details page

1. The header displays review information to improve the authority of the content
2. Guide people to follow the author and establish links
3. Echoing the beginning and the end, stimulating users' desire to spread
4. Users can comment on each other, and authors can reply to comments to establish relationship links and improve user retention rate

3.1.2.3 Doctors’ dynamic page & topic rankings

1. Associate doctor services to quickly activate monetization
2. Click to share with WeChat friends, generate a poster and share it in Moments to spread and attract traffic
3. Combine topic popularity and social hot spots to form a hot topic ranking list to attract user attention and participation, and increase user activity

3.1.3 Key Findings

1. Pull down to refresh the home page to display different popular science knowledge each time, which can solve the problem of users waiting for loading and also provide users with popular science knowledge.
2. When the guide details page enters the home screen, the comment box list displays the number. When the page slides to the bottom, the number in the comment box list changes to viewing content, saving the user's time to drag up, which is convenient and friendly

3.1.4 Optimization Suggestions

1. After a new user enters the APP for the first time by selecting an interest tag, they find that they cannot find the entrance when they want to add an interest tag.
2. It would be better if the columns on the homepage support customization . Male users may not be interested in skin care and fat loss.

3.2 Health Encyclopedia

3.2.1 Functional value

Health Encyclopedia is a medical knowledge encyclopedia column that provides users with information on diseases, medicines, hospitals, physical examinations, vaccines, first aid knowledge, etc., covering high-frequency and common health issues. It is professionally edited and reviewed by top-level experts and provides practical and easy-to-understand health science in the form of questions and answers. It is like a health manual , solving the pain points of users who have only a vague understanding of common diseases, common symptoms, medication and other health issues. It is not only of great help to user retention , but also can help to spread the product.

3.2.2 Content Strategy

3.2.2.1 First-level column page

1. The header is the entrance to the health calendar. The text and arrows are mainly used to attract users to enter.
2. Eye-catching search box design, real-time scrolling hot topics, guiding users to search
3. Provide users with a variety of medical service inquiries
4. The interactive design of the daily rumor-busting app is very clever. Users subconsciously start to participate in answering questions when they check the details, which greatly improves user participation.
5. The bottom section recommends videos, pictures and texts related to health science popularization to users

3.2.2.2 Health Calendar & Daily Rumor Refuting

1. The health calendar uses posters to inspire users to share and attract new traffic
2. Daily rumor-busting in the form of questions attracts users to participate in rumor-busting, thereby increasing user activity
3. Set up a rumor-busting question ranking list every week to form a ranking mechanism, enhance stickiness, and increase user participation
4. The analysis of the topic is related to the health strategy content , providing users with comprehensive scientific knowledge

3.2.2.3 Sub-column home page

1. The header banner conveys the value proposition of Health Encyclopedia and conveys an authoritative, rigorous, and professional brand image to users. The purpose is to gain user trust and dispel user concerns.
2. The header provides a striking search entry to guide users to search by keyword type and cultivate user habits
3. Extract popular diseases and drugs based on search frequency , intuitive and eye-catching, quick access
4. Infrequent services are merged and classified to save page space

3.2.2.4 Health Encyclopedia Details Page

1. The head of the entry displays the author, review expert, and the latest revised version to convey a rigorous and serious attitude to users. On the one hand, it enhances the authority and credibility of the entry, and on the other hand, it is also to dispel user concerns.
2. Through easy-to-understand question-and-answer format , users are fully introduced to the entry's introduction, symptoms, causes, diagnosis, and treatment recommendations.
3. At the bottom of the entry, associate the doctor experts, hospitals, and drugs related to the entry to achieve a closed loop and activate monetization
4. Entry setting directory, can be quickly switched , convenient and friendly

3.3 Optimization suggestions

The TAB column content of the first-level column page of the health encyclopedia has no relevance to the entire column. The columns "Buy early and be happy sooner", "List", and "Understand at a glance" appear abruptly and make people confused, as if they are just filling in the gaps.

3.4 Live Broadcast

3.4.1 Functional value

The live broadcast content is mainly health science popularization, focusing on the medical health of two groups of people : women and children , and providing users with health science popularization and online Q&A. There are many live broadcasts and the time coverage is long, starting as early as 08:30 in the morning and ending at the latest at 23:00. It is an important means of user acquisition, activation, retention and dissemination .

3.4.2 Content Strategy

3.4.2.1 Column Page

1. The header attracts users and stimulates their interest through exquisite carousel advertisements
2. Focus on two core user groups: women and children

3.4.2.2 Details Page

1. The left side of the window image shows the doctor's hospital, department, and professional title information, and the right side shows the doctor's upper body photo, mainly to gain user trust and improve the authority of the live broadcast.
2. The speaker's personal homepage entrance guides users to follow and activate monetization
3. Live countdown uses scarcity to create a sense of urgency , reminding users to make appointments, set reminders, and encourage users to invite friends to share

3.4.2.3 Live Page

1. In the upper left corner is the doctor’s personal portrait and homepage entrance, which attracts users’ attention and establishes a link between users and doctors.
2. In the lower right corner of the live broadcast, there is a consultation entrance for the live broadcast doctor, which is a scenario-based marketing method.
3. Give doctors personal consultation vouchers directly during live broadcast to quickly activate users
4. Users can participate in comments and share

3.5 Physician Lecture

3.5.1 Functional value

Physician Lecture Hall is a paid knowledge column that provides users with a variety of disease and health science courses, including gender, parenting, skin care, pregnancy and childbirth, etc. Physician Lecture Hall has the functions of user acquisition, activation, retention, monetization and dissemination .

3.5.2 Content Strategy

3.5.2.1 Column Page

1. A carousel of free clinics is set up in the header to activate users through lecture scenes and cultivate user habits.
2. The courses in the lecture hall are mainly divided into gender, parenting, and skin care.

3.5.2.2 Class Details Page

1. The header creates a promotional atmosphere to attract user interest
2. Use best-selling reviews to enhance user trust
3. Detailed introduction of the lecturer and the course, click to follow and view the lecturer's consultation details page
4. The course supports free trial, and both audio and transcript are provided

3.5.3 Optimization suggestions

1. There is no entrance to the classroom in the entire APP. The entrance is only provided at the bottom of the search results page and in the task center.
2. The classroom is a content column that can achieve new traffic, retention and monetization, and the content of the classroom is also solid, so an obvious entrance should be reserved on the homepage.

3.6 Search

3.6.1 Functional value

Search is an important means to achieve user activation and retention . It is related to the user's real usage scenarios. When patients have questions about health issues and need to find experts or hospitals, it provides users with real and effective search results, thereby cultivating user habits and activating conversions.

3.6.2 Content Strategy

3.6.2.1 Guide Page

1. Keep historical searches for users and provide a friendly user experience
2. Guide users through hot words and topics to quickly stimulate their interest
3. Use fuzzy search and automatic association to help users search accurately

3.6.2.2 Search Results Page

The search results are displayed in four dimensions: recommendation (comprehensive understanding), doctor (which doctor is good at it), hospital (which hospital is good at it), and medicine (what can be used for treatment) .

3.6.2.3 Search Results - Recommendations

1. The encyclopedia is at the top, with the highest authority , the most comprehensive, and the most helpful to users.
2. Link to relevant doctors, solve problems for users, and quickly activate monetization
3. Pictures, texts, videos, topics, communities and other content to enhance social attributes
4. Use social recognition to display public questions and activate users
5. Solve users' doubts through deeper knowledge explanation in the classroom

4. Medical services

4.1 Ask your doctor

4.1.1 Functional value

Ask a Doctor is Dingxiang Doctor's online consultation section, which links doctors and patients, provides users with professional and complete online medical services, supports text and telephone consultations, and is an important means for Dingxiang Doctor to achieve user activation and commercial monetization .

4.1.2 Content Strategy

4.1.2.1 Column Page

1. Disassemble the selling points of consultation services, quickly sell time , sell promotions for free consultations , and quickly activate users
2. Users can search by department and view doctors recommended by the platform.
3. Feed flow display, calculated based on doctor ratings, response time and other indicators

4.1.2.2 Doctor details page

1. Show users the doctor's title, department, hospital, expertise, personal profile, etc. to gain their trust
2. Use best-selling reviews to enhance your credentials. Display doctor columns, continuously enhance credentials , and gain user trust
3. Displaying public questions about doctors and patient evaluation information, using the user's obedience to further dispel user concerns and monetize transactions

4.1.2.3 Ordering via Text and Picture Consultation

1. The consultation page provides a description template to reduce user learning costs. In the input box, commonly used notes are provided, which are convenient and quick, and effectively promote the first activation of new users
2. After submitting the medical condition, new users need to add real patients before they can consult
3. Use emotional marketing to encourage users to openly ask questions, increase real cases, and enrich platform content

4.1.2.4 Telephone consultation and order placement

1. Telephone consultation requires an appointment time. Users can choose a suitable time, and the doctor will confirm the telephone consultation.
2. To ensure the doctor's privacy, the patient's phone call is made through a third-party virtual phone

4.1.2.5 Graphic consultation and communication page

1. The user has 3 opportunities to ask questions. After the doctor accepts the order, he/she will start the consultation.
2. Users can apply for prescription medicine from doctors
3. Encourage users to rate doctors’ services

4.1.3 Interaction Process

4.1.3.1 Graphic consultation

1. Go to the doctor details page
2. Choose the consultation method
3. Describe the patient's symptoms
4. Select the patient. New users need to add patient information.
5. Pay for your order
6. Purchase successful, waiting for doctor's consultation

4.1.3.2 Telephone consultation

1. Go to the doctor details page
2. Choose the consultation method
3. Doctor appointment time
4. Describe the patient's symptoms
5. Select the patient. New users need to add patient information.
6. Pay the order fee and wait for the doctor to see you

4.1.4 Optimization Suggestions

After the user places an order, while waiting for the doctor to see the patient, although there are text message reminders, there is a lack of eye-catching pop-up windows or entrances to remind the user to enter the consultation order dialog box. This will make the user lost in the product experience and not know where to communicate with the doctor.

The consultation dialog box is too deep , and you need to click My - My Consultation - Consultation Order to enter the consultation process.

4.2 Rapid diagnosis

4.2.1 Functional value

Speedy diagnosis uses time as its selling point , and includes two types: ultra-fast consultation (text and picture consultation, quick reply in 3 minutes) and telephone emergency (telephone consultation, connected to a tertiary doctor in 60 seconds). It mainly solves the waiting and anxiety of users during the medical treatment process. Secondly, speedy diagnosis is an important way to activate users and cultivate user habits .

4.2.2 Content Strategy

4.2.2.1 Quick picture and text consultation page

1. The system intelligently matches doctors based on the patient's condition.
2. If the user is not satisfied with the department recommended by the system, he can choose
3. After paying the order fee, the platform recommends doctors for patients to see

4.2.2.2 Emergency Telephone Page

1. The telephone emergency room has embedded many consultation description templates. Click the label and the text box will automatically read the condition , which is friendly and fast.
2. Telephone emergency is designed for the core user group, mainly pregnant women and expectant mothers
3. Call patients via third-party virtual numbers without disrupting doctors

4.3 Free Clinic

4.3.1 Functional value

The free clinics use price as a selling point , including preferential free clinics and expert free clinics. By limiting quotas and setting low prices , they attract new customers, activate users, and cultivate user habits.

4.3.2 Content Strategy

4.3.2.1 Special offer free clinic & expert free clinic page

1. The first order of new customers is 1 yuan, low price attracts new customers to activate quickly
2. Use scarcity to create a sense of urgency and limit sales
3. Limited sales by industry leaders not only quickly activate users, but also spread the word

4.4 Vaccine Appointment

4.4.1 Functional value

Vaccine appointments are divided into women's area, parents' area, COVID-19 area, and children's area according to the target audience, including popular vaccines such as HPV, COVID-19 vaccine, hepatitis B, etc. Dingxiang Doctor’s vaccine service is provided in cooperation with third-party institutions, directing traffic to third-party institutions and realizing commercial monetization.

4.4.2 Content Strategy

4.4.2.1 Column Home Page

1. According to the region, users need to choose the vaccination location
2. Attract users to join the vaccine community
3. Divided into special areas for women, parents, COVID-19, and children
4. Knowledge tips to stimulate user interest

4.4.2.2 Details Page

1. Trust empowerment, win user trust
2. Mutual promotions to stimulate user interest
3. Show available appointment times
4. Associate packages to provide users with a variety of promotional methods
5. Reservation Process Introduction
6. Service details and FAQs

4.4.3 Interaction Process

1. Select vaccine category
2. Go to vaccine product list
3. Vaccine details page introduction
4. Select product specifications
5. Pay for your order
6. After successful purchase, make an appointment for vaccination

4.4.4 Optimization Suggestions

The overall design of the vaccine appointment is too rough . Neither the pictures nor the icons are sophisticated. The vaccine list on the first screen is even a purely static picture display, which provides a poor experience and is not convenient for product updates.

4.5 Epidemic Map

4.5.1 Functional value

The epidemic map provides users with the latest national and global epidemic updates in real time, including epidemic hotspots, recent epidemic distribution, domestic epidemic distribution, global epidemic data, and new crown vaccine science popularization. Secondly, it also provides users with nucleic acid testing appointments, purchase of epidemic prevention materials, and travel policy inquiries.

Epidemic maps can help attract, retain and spread product traffic. Secondly, through relevant popular science, prevention and rumor refutation, it can establish a professional and authoritative brand image to users.

4.5.2 Content Strategy

4.5.2.1 Column Home Page

1. Display the historical cumulative number of readers to enhance user recognition and establish authority
   
2. Scenario-based marketing , giving consultation coupons, activating users
3. Provide epidemic prevention related testing services and material sales
4. High-frequency tools for epidemic travel, helping product dissemination and retention
5. Related product popular science content to guide conversion
6. Support user subscription and sharing of epidemic maps, effectively improving user retention and dissemination

4.5.2.2 Travel Policy Page

1. Simulate travel APP style design to reduce user learning costs and improve user experience
2. Subscription changes guide users to follow Dingxiang Doctor’s service account, effectively preventing users from not being able to receive notifications after leaving the APP

4.5.3 Optimization Suggestions

Like the epidemic map and the vaccine appointment section, the design is too rough , and the pictures and icons are not sophisticated. Compared with the epidemic maps of other leading products, the user experience urgently needs to be optimized and upgraded.

5. Member Services

Member services include member information, clove beans, my orders, patient management, system notifications and online customer service. This section is an auxiliary function module that helps with user activation and retention.

5.1 Member Information

5.1.1 Functional value

Member information includes my information, my attention, my favorites, and doctor card, which effectively helps the product activate users, enhance user activity, and thus improve retention rate.

5.1.2 Content Strategy

5.1.2.1 User Center & Profile Settings Page & Recommendations

1. The data panel shows my following, favorites, doctor card and other information clearly.
2. The profile settings page supports user personalization
3. Collected wonderful reviews from the app market and encouraged users to share recommendations

5.1.2.2 My Follows & Favorites & Doctor Card

1. The doctors and creators you follow are displayed in the list. Click to access their details.
2. List of favorites, with direct access to details
3. Doctor card order page, you can view all pending and in-service orders

5.2 Clove Beans

5.2.1 Functional value

Dingxiangdou includes user check-in, tasks, points, and redemption content, and is an important way to achieve user retention and activation . Users can earn points (lilac beans) by signing in, completing tasks, sharing, and consulting, and can also use points to redeem coupons and items.

5.2.2 Content Strategy

5.2.2.1 Column Home Page

1. As a virtual currency circulated on the platform, it directly and eye-catchingly displays the user's Dingxiang Bean data
2. Sign in every 7 days , and get rewards for continuous sign-in to attract users to activate and retain
3. Encourage users to complete tasks, earn clove beans, and increase member activity
4. In addition to physical items, the redemption area also offers various consultation coupons , such as express, famous doctor, telephone consultation, etc., which effectively activate users and cultivate user habits.

5.2.2.2 Task Center & Clove Bean Details & Exchange Records

1. Tasks are divided into health tasks and novice tasks - health tasks focus on retention, while novice tasks focus on activation
2. You can check the clove beans details and exchange records

5.3 My Orders

5.3.1 Functional value

My orders include orders for consultations, prescriptions, medicines, vaccines and lectures. After users place an order, they can view the corresponding order in the user center. The design of the order is helpful for user retention.

5.3.2 Content Strategy

5.3.2.1 User Center & My Consultation & Vaccine Order Details

1. The order entry is intuitive and eye-catching, covering all order types on the platform
2. When there is a new order, a corner mark will appear to remind the user to check
3. You can switch between different order statuses on the left and right. Click to view order details

5.3.2.2 My prescriptions & my medicine orders & my vaccines & my doctor's lectures

When a user purchases a prescription, medicine, appointment, or physician lecture service, a service order is generated and the user can check the details.

5.4 Patient Management

5.4.1 Functional value

Patient management includes patient management, appointment information, growth assessment, and lottery information, which is helpful for activating users and realizing monetization.

5.4.2 Content Strategy

5.4.2.1 Patient Information & Add Patient

1. Users can add multiple patients and click on the patient list to update and delete the patient's information.
2. Adding a patient is a key user-activated behavior . It is also an important help for doctors to see doctors. Users need to enter correct information to successfully add a patient.

5.4.2.2 Add new appointment person & lottery information & growth evaluation

1. After the user adds a new appointment person, he can make a vaccine appointment
2. When a user successfully registers for a vaccination appointment, lottery information will be generated and the user can check
3. Growth assessment is an exclusive service for pediatric members, helping users to conduct a comprehensive assessment of their children's growth

5.5 Notification & Customer Service

5.5.1 Functional value

Notifications include system messages, consultation messages, new guides, and reminders of my comments, which are helpful for user activation.

The default online customer service is an intelligent robot, which will automatically reply based on the keywords entered by the user. Users can also transfer to manual service for answers to questions that arise during product use.

5.5.2 Content Strategy

5.5.2.1 Message Notification

1. Notifications include system messages, consultation and prescription drug messages, new content, and comment updates, which are very helpful for user activation and retention.
   
2. The red dot reminds new users that there are content updates, and the eraser reminds users that they can clear message prompts in batches
3. After a new user registers, the system will send promotional messages by default to promote user activation

5.5.2.2 Online Customer Service

1. Online customer service includes two modes: robot and manual customer service
2. Users can switch to manual customer service at any time to provide common types of consultation questions and save communication costs

5.5.3 Optimization Suggestions

1. The message hierarchy is a bit deep. Users need to click at least 4 steps to view the system message details. Secondly, the message entrance is not eye-catching and users are likely to ignore it.
2. The online customer service robot function is too simple , and it can intelligently remind users to transfer to a human operator or follow the WeChat account. It can be combined with AI intelligent consultation technology to provide patients with smarter and more complete services.

5.6 Summary

Through a comprehensive analysis of Dingxiang Doctor's functional design, content strategy, and user experience, we can see that every functional module and field content of Dingxiang Doctor is valuable, and is not a design without rules or arbitrariness .

6. Summary and thoughts

6.1 Design formula

Through a comprehensive analysis of Dingxiang Doctor’s product design, I have refined the design formula of Dingxiang Doctor’s product with reference to the growth model formula , so that everyone can study and learn in a comprehensive, simple and structured way:

Dingxiang Doctor Product Design = Focus on core user needs x Build product growth weapons x Continuously optimize user experience

6.1.1 Focus on core user needs

Dingxiang Doctor's design strategy is to focus on core user groups and provide them with refined services. The content, services and experience of the entire product are designed around the user group of middle-aged and young mothers , firmly grasping this user group of middle-aged and young mothers with high spending power and high activity.

6.1.2 Build Product Growth Weapons

If a product does not have the weapons to acquire, activate, retain, monetize, and spread, then it will be slaughtered on the battlefield. Dr. Dingxiang’s arsenal is extremely powerful, with everything from airplanes to cannons to attract new customers.

6.1.3 Continuously Optimize User Experience

There is no best, only better. If you want to design an excellent product, there is no other shortcut except iterative optimization day after day. Dingxiang Doctor's product iteration frequency is almost once a week , which can be said to be a reflection of the pursuit of perfection.

Author: Liao Qing Joseph

Source: Liao Qing Joseph