Practical methods and operational thinking for lottery event planning

As an operational strategy, lottery has always been at the forefront of marketing. Whether it is offline store promotions or online activities, raffles are widely used in growth links such as attracting new customers, promoting activation, and acquiring customers.

Combining the author's own experience, the article conducts a detailed review of a lottery event from the perspective of user experience. Some of the practical methods and operational thinking are hoped to be helpful to everyone.

Last month, due to business reasons, it was assigned to the user growth department.

Treat the activity as a product. Every change and iteration will bring a different experience to users. My goal is to continuously improve the user experience of the product, thereby promoting continuous growth of users.

01. There may be many functional optimizations, but the most important factor affecting user experience should be put first

"Functional" refers to the type of functions that can immediately improve the user experience and promote the goal of the activity, and should be the highest priority;

"Operation and guidance" refers to optimization items that can make the activity attractive to users. If done, it can make users feel good about the activity and may turn it into motivation for continued participation;

"Page design" refers to the optimization items that can be made on the visual display after the activity has been sufficient to attract users and the page has been exposed.

Data shows that after the Priority A feature was launched on June 11, the average daily number of participants in the lottery remained at around 2,000 people, an increase of about 75% compared to the daily average before the optimization.

02. How can activity design make users feel “happy”?

1. Free first draw for all members

For example, for a free first draw, the display method can be to silently give the user’s lottery card +1; or a large prompt “Congratulations on winning…” can be displayed as soon as the user enters.

2. Winning probability tiered setting

3. Create an activity atmosphere and guide people to complete tasks

Generally speaking, when the user's lottery card count = 0, the lottery button should be grayed out and unclickable.

At this time, when the user comes to this page, will he have a feeling of "Ah, this activity has nothing to do with me?", because when he sees that he has no lottery card, he feels that he can't do anything and doesn't want to do anything. At this point, the product needs to guide users to complete tasks and always maintain a sense of activity on the page.

4. Clearly display the activity steps on the first screen

03. Prize preparation, timely feedback, and creating a sense of surprise

1. Timely feedback of winning results

It can be divided into the moment of winning and after winning. The moment a user wins a prize, they need to be prompted in a timely manner to avoid being confused or having misunderstandings - the wheel pointer stops at the grand prize, but the prize prompted is inconsistent.

One thing to note is: the development and design of the turntable speed and pointer stop.

In order to make users feel that this activity is not fake, developers need to pay attention to the fact that the turntable needs to rotate at a constant speed, and when the pointer stops, it does not "stop abruptly", but stops slowly and at a constant speed.

If the developer does not understand the desired effect of the product, you can record some good turntable effects for the developer to see~

After a user wins a prize, there needs to be an entrance that allows the user to check the winning prize in time; and a notification method can be linked to inform the user that he has won the prize.

After the event is over, users will be very concerned about what grand prizes they have won, so it is necessary to consider designing an entrance that allows users to view the prizes they have won, or export reports to the class teacher providing the service.

2. The pace of prize delivery

Maybe during planning I will inform users when the prizes will be mailed out on the page, but I will prepare in batches in advance so that users can have the experience of "The prizes arrive so soon, that's great!"

On the one hand, it can achieve a "good beginning and a good end", laying a good foundation for guiding users to participate in subsequent activities. On the other hand, it can also reduce the pressure of purchasing and mailing a large number of prizes at one time.

Therefore, the prizes can be prepared in batches, and after the event, the class teacher can be contacted immediately to inform them that the prizes have been sent out so that parents can rest assured.

04. Conclusion

To sum up, in order to improve the user experience of the lottery, I need to pay attention to several points:

1. When classifying the functional optimization items, those that most affect the user experience are ranked first.
2. Let users feel "refreshed" in the fastest time.
3. Create a stimulating activity atmosphere to guide the completion of tasks.
4. Reduce user learning costs – Display activity steps as clearly as possible on the first screen.
5. Winnings should be reported back promptly and sent out subsequently to create a sense of surprise.

This article mainly reviews the lottery activity from the perspective of user experience, but the lottery involves cost budgeting, procurement and distribution, prize setting risks and laws and regulations. Therefore, in the early planning, not only user experience but also the above aspects need to be considered.

While improving the user experience, the activity goals cannot be ignored.

We hope that through this review of the user experience, we can provide directional support for subsequent product work.

Author: Maureen

Source: Maureen

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