Event Operation from Entry to Advanced: Program Design

1. Clarify the activity process

This point corresponds to the flowchart part of the activity body in the above figure.

For event operations , a rough outline of the event is already in mind when planning the event. Although the specific details have not yet been finalized, the framework has taken shape.

Therefore, this forming process must be presented in the form of a flow chart.

What is the main process of user participation in activities, where does it start, how does it flow, and how does it end.

Taking an H5 mini-game activity as an example, the flow chart is as follows:

It is a good habit to draw a flow chart before designing an activity plan. There are two benefits:

1. A clear flowchart acts as a North Star in the subsequent design activity plan, and will not deviate from the original framework when designing details.

This is just like writing an outline before writing an article.

2. Clear flow charts can help the other party understand the activities when communicating requirements with interaction design and front-end and back-end development.

A common problem in communication is that one has a very strong sense of involvement and thinks that there is no need to explain what one already knows, while in fact the other party has a very weak sense of involvement and has no idea what you are talking about at all.

Regardless of whether the activity is simple or complex, it is best to draw a flowchart first and avoid being lazy.

2. Page design of the activity

Taking the H5 mini-game activity mentioned above as an example, the activity page is generally divided into three parts: overview + details + special block.

Event Overview

Activity Overview Page Reference:

A good activity has many characteristics, all of which are inseparable from human emotions.

To summarize, the characteristics of a good activity overview are:

The simpler the activity overview is, the better. The title should be direct. The overview should use pictures instead of text if possible. The number of pictures should be limited to three.

From a psychological point of view, people can only remember three points or three steps in the short term. If there are more than three, the pressure will be too great and it will be difficult to remember.

Details page

The details page mainly introduces the entire set of activity instructions, including the rules of the activity, specific forms of participation, and prize distribution rules.

Although most users will not read lengthy detail pages when participating in an activity, this module is still necessary. I won’t go into details here.

Special Blocks

Special blocks are mainly designed to follow the herd effect. Take a small program I made before as an example:

The red block will continuously display the user's winning information, creating an atmosphere that the event is very popular and has a large number of participants, thus stimulating user participation.

In addition to displaying scrolling user information, another approach here is to display the total number of participants.

3. Writing event copy

I divide the activity copy into two parts. One part is the front-end activity copy, which is user-oriented. The other part is the back-end copywriting, which is actually the product logic of the activity, mainly for internal interaction and development.

In addition to operational work, many company event operations actually also take into account event planning work, so they are combined here.

Front-end copywriting

Front-end copywriting mainly includes:

Event title, copy of event page, copy of event rules, copy of event fixed entrance, copy of event push, and other special copy.

It can be seen that event operation requires strong copywriting skills, and copywriting skills are one of the basic abilities of operation. I won’t go into details here.

Backend copywriting

The backend copywriting logic is similar to the product PRD, mainly consisting of four parts:

1. Interface elements:

For example, where is the text, where is the drop-down box, where is the button, how to layout it, how to display it, is it floating or static?

2. Data logic:

Simply put, it is where the data is obtained from and what logic should be used to display it. The interface for obtaining data is generally defined separately before, and you only need to attach the interface you need to call each time.

3. Operation logic:

What elements can be operated on the interface? Which ones can be clicked, selected, or slid? What kind of feedback will appear after the operation, such as displaying a floating layer? Open new page?

4. Exception handling:

The simplest example is that after the user completes filling in the registration information and clicks Submit, the network suddenly fluctuates. What should you do at this time? Let the user watch the interface turn around? Should a prompt box pop up to tell the user that there is a network abnormality and ask the user to try again later?

I talked about similar logic in an article in 2018, and I just used it here. : What kind of approach and technology should products and operations use for communication?

4. Other matters

Referring to the framework diagram at the beginning, in addition to the three major points mentioned above, there are three more important things:

Effect evaluation

This is very, very, very important.

I have seen many new and experienced event operators who don’t know how to evaluate the effectiveness of their events.

This is very scary. If you cannot calculate the incremental revenue of the activity and cannot define the calculation logic of the incremental revenue, it means that you have not thought about this activity clearly at all.

The same logic applies when designing product functions.

Customer Service FAQ

This is a point that is very easy to miss.

Before an activity goes online, it is necessary to synchronize with customer service in a timely manner. It is best to make a FAQ for customer service.

Customer service is the first line of defense to deal with user pressure. Communicate well with customer service in advance so that you won’t be panicked when encountering problems.

Risk Control

Risk control of activities is also very important, which will be discussed separately in the next article.

The above is basically a complete activity plan.