Online and offline framework for second-hand car live broadcast room!

In the traditional search for used car sources, users often need to spend a lot of time and effort to actually find the used car they like. What kind of changes will the launch of the used car live broadcast room bring to this dilemma?

1. Positioning the value of the second-hand car live broadcast room

In the traditional second-hand car search scenario, users need to spend time and effort to find the car that matches them among a large number of car source posts, but more often than not, faced with a single and boring post format, they are unable to make subsequent connection conversions. The used car live broadcast room is a new car search scene with strong timeliness and interactivity. It just avoids the shortcomings of traditional car search scenes. Through the live broadcast room, a new two-way car search model is built between users and car sources. On the one hand, users can submit their car search needs to the anchor in real time to quickly find a car. On the other hand, the anchor can interact with users efficiently according to their needs to help users find more suitable car sources.

2. Insightful Thinking

In the early stage, I analyzed competitors, conducted user research, and interviewed stakeholders to break down and sort out the user demands in typical scenarios: before entering the live broadcast room, users face the brand new car-hunting scene in the live broadcast room and quickly establish their perception and expectations of the live broadcast room.

After entering the live broadcast room:

1. Build trust in the anchor and the live broadcast room;
2. Quickly submit your car purchase needs to the anchor;
3. Quickly establish a connection with the intended vehicle source and send it to the anchor.

3. Live broadcast room online and offline design framework

After insightful thinking, we confirmed that the design goals of the used car live broadcast room are: enhancing perception, building trust and efficient connection, and breaking down the design strategy into both the online live broadcast room and the offline anchor, and implementing it in multiple dimensions.

1. Enhanced perception

Adapt to the scene:

1. When the user has not entered the live broadcast room;
2. The user has just entered the live broadcast room.

Online live broadcast room solution:

(1) Core link transparent transmission

The core link for used car users to find cars is category-list-details. Therefore, in order to reduce the user's perceived cost of the live broadcast room and have a direct channel to enter the live broadcast room, I use different interactive containers within the user's core link to carry the live broadcast content and transmit the entrance to the live broadcast room.

(2) Conveying value through anthropomorphic speech

Users have different demands at different link nodes. I disassembled and sorted them out, summarized them into keywords, and conveyed them to users through a more immersive anthropomorphic tone. I conveyed the concept of "rest assured, carefully selected, and worry-free" at the major category nodes, the concept of "alleviating anxiety about finding a car" at the list nodes, and the concept of "communication at any time and timely answers" at the details nodes.

Offline anchor side solution:

(1) Make good use of emphasis sentences

After users enter the live broadcast room with various problems in finding a car, I guide the anchor to use the sentence structure of [restoring user pain points + describing solutions] to directly grasp the user pain points.

(2) Arouse users’ emotions with infectious power

Arousing users' emotional feelings will make it easier to guide them to convert. In this session, I guided the anchors to use as many methods as possible, such as "specific numbers, conformity, scarcity, positive feedback, new/used car news, hot topics, etc.", to arouse users' emotions.

(3) Standardizing anchor behavior in typical scenarios

Before the anchor takes any action: guide the anchor to introduce the content to the users in the live broadcast room;

During the host's various actions: guide the host to share appropriate content with the users in the live broadcast room during various links;

After the host takes various actions: guide the host to repeat the content and expand the topic of the session that just ended to the users in the live broadcast room.

2. Build trust

Applicable scenario: When users have not established trust in the anchor.

Online live broadcast room solution:

(1) Establishing a unique and professional mindset

After users enter the live broadcast room, it is particularly important to establish the mindset that users are being served exclusively and that the host is professional and reliable. In the design, I used the welcoming and frequent exposure techniques. When the user enters the live broadcast room for the first time, a welcome pop-up window will be displayed first. By transmitting the real portrait of the current anchor, the anchor's background introduction and question and answer examples, I will establish a user-exclusive mindset. In the live broadcast room, I will frequently expose the number of people the anchor has served, the anchor's keywords, professional fields and other content to users in a carousel manner to establish the user's mindset that the anchor is professional and reliable.

(2) Building an emotionally advanced relationship from unfamiliar to familiar

In real life, second-hand car users are more likely to trust recommendations from acquaintances when purchasing a vehicle. I mapped this subtle psychological state to the public screen of the live broadcast room. As the degree of acquaintance between the user and the anchor changes, different tones of speech are displayed on the public screen to narrow the distance between them and build an emotional connection.

Offline anchor side solution:

(1) Predictability and professionalism anytime, anywhere

Digging deeper into the reasons why users are more likely to trust acquaintances, we found that one of the internal factors is that users are more familiar with acquaintances. Users know clearly what acquaintances will say and what they will do under different circumstances, so they feel at ease. The second internal factor is that acquaintances have a certain professional perspective. Therefore, on the anchor side, I guide the anchor through regulations to convey these two factors anytime and anywhere.

(2) Find more similarities

Users are more likely to trust people who have similar experiences as themselves, so when communicating with users, I guide the anchor to appropriately find similarities between himself and the users. The more similarities and details found, the more real the user will feel, and the easier it will be to trust the anchor.

(3) Provide users with specific solutions

Users will encounter various problems in the process of looking for a car and communicate with the anchor. I standardize the anchor to give specific and feasible solutions to various problems faced by users.

(4) Create a sense of exclusivity and care

In the live broadcast scene, the anchor will always check the background user portrait to explore the possibility of further conversion. In this link, I suggest that the anchor avoid using words that lack emotional color, and guide the use of words that are exclusive and caring. For example, avoid using words like "Do you want to buy an SUV?", and use words like "I remember you want to buy an SUV" to reach users.

3. Efficient connection

Adaptation scenario: When users are fully aware of the content and rules of the live broadcast room, have established trust in the anchor, and are willing to make subsequent conversions through the live broadcast room.

Online live broadcast room solution:

(1) Core operations and vehicle sources are placed in advance to improve efficiency

At this time, it is essential to provide users with efficient connection paths and contact methods. I built the screening entrance for live broadcast vehicles directly into the live broadcast room to facilitate users to quickly find vehicles. On this basis, I exposed operations such as "make an appointment to view the car" and "ask for explanation" to further reduce operating costs. At the same time, I also designed a quick car search card for the live broadcast room scene, which allows users to quickly send information such as car search needs, budget, and car search city to the anchor with one click.

Offline anchor side solution:

(1) Use directional sentences and interactive gestures

In order to help users trigger core operations and connect with vehicle sources more easily and simply, on the offline anchor side, I standardized the words and interactive gestures to make them highly guiding. For example, the anchor can use the directional sentence structure of [direction + button name + function], combined with the anchor's actual interactive gestures, to give users the most intuitive and efficient guidance.

4. Future Outlook

The above is the whole process of building a used car live broadcast room from 0 to 1 online and offline, from the value positioning of the live broadcast room in the early stage of the project, to insight into user demands and refinement of the design framework, and then to the decomposition of the design framework into online and offline dual-end design strategies, and finally to the promotion of the launch. All data indicators after the launch met and exceeded previous expectations, achieving the stage goals from 0 to 1.

So far, the used car live broadcast room is just a beginning. After completing the basic online and offline design framework of the live broadcast room, the future work plan has become extremely clear. On the one hand, I will continue to pay attention to the conversion leakage, find the key leakage points, and continue to optimize the problems that arise; on the other hand, I will go deeper into users, combine data to dig deep into the car-seeking demands of different types of users, and meet the demands of different users in multiple dimensions through design techniques, so as to achieve a new two-way interconnected car-seeking model in the live broadcast room, and maximize business and user value.

Author: Huantie Artist;

Official account: 58UXD