Editor's Note: For designers, the octagonal behavior analysis method is very important. So for product operations, how can we use the octagonal behavior analysis method to increase the freshness of operational activities? This article takes the game as an example and introduces ways to increase the freshness, let's take a look at it!
First, write in front
Every spring festival is approaching, Internet manufacturers will send users a lottery welfare activity, by giving users the opportunity to get the grand prize at 0 costs every day, thus driving user retention, but this old-fashioned way of playing has become less and less fresh for users. How to break the old gameplay and re-give the operation activities a new game mechanic is particularly important.
Second, the game mechanism enhances the user's freshness
In recent years, looking at the entire Internet operation products, users' participation in the operation activities of the game class is far higher than that of the ordinary class of operation activities, and when it comes to the game, it has to be mentioned that the "Octagon Behavior Analysis Method", which is a set of gamification design framework, the octagonal rule contains: epic meaning and sense of mission, growth and achievement, creativity and timely feedback, ownership and ownership, social impact and relevance, scarcity and desire, unknown and curiosity, loss and avoidance. In this spring festival game field, we mainly want to stimulate the user's unknown and curiosity.
For the game is the most impressive is the dice game, the most classic is monopoly, often because of playing monopoly games and forget to eat, the game setting will subconsciously guide the user to continuously throw dice, through the number of throwing points to determine the corresponding rewards and punishments, this instant sense of gain and unknown is the source of motivation for users to continue to play, so this time we will be Monopoly game gameplay and rule design applied to the thinking of operational activities, Re-establish better stickiness with users through new game forms.
Image information source: Baidu Leyou Network
Third, in the process of building the Spring Festival game field, the following thoughts were made
1. Target to which user groups
By classifying the data of blue-collar users who are directly recruited, the number of maintenance workers, courier brothers, restaurant service personnel, freight drivers and other practitioners is relatively high, and they are not unfamiliar with the game of throwing dice.
2. What kind of game scene to build
Integrate the tools that blue-collar workers come into contact with in the game scene, so that blue-collar users can enter the game field more easily and quickly understand, and at the same time, users can have emotional resonance with familiar work scenes.
3. How to run through all aspects of the game
1) Through the terminal page suspension dynamic icon to attract users to click into the game field, during the operation of the game field, will frequently change different suspension dynamic icon styles, its purpose has two points, first can stimulate users to click high frequency, secondly, you can test the click rate of each suspension style, for the next design of the suspension icon to accumulate data endorsement.
2) The theme of the activity in the operation activity can quickly guide the user to have a general understanding of the whole activity, and can stimulate the user to participate in the game through the theme. "Work jumps, salary increases are indispensable" not only sets off the recruitment attributes, but also highlights the visual effects of the game. At the same time, in order to maximize the inducement of benefits, the rich prizes that may be obtained are exposed together, and the multiple stimuli of the title and prizes guide users to throw dice to participate in the game.
3) Users can get different rewards for copper chests, silver chests and gold treasure chests by rolling dice, and add dynamic design to the opening of treasure chests. When the user opens the treasure chest, it is full of diversity, which enhances the sense of ceremony of opening the treasure chest, and brings the user a dual experience of freshness and sense of gain.
4) In the process of game rewards, for the user who has not received the reward, a time-limited treasure chest (which can be triggered after completing the workplace task) is designed to stimulate the user's sense of urgency and curiosity, and the countdown can prompt the user to quickly complete the task, so that the user can complete the workplace task many times and participate in the lottery frequently.
5) The playground increases the opportunity to throw dice by inviting friends, sharing links, and completing workplace tasks, which strengthens the playability of the game and also disseminates the recruitment platform twice.
4. Results of activity data
The Spring Festival game field has been online for 15 days, and the participation of users from the data point of view is very high, and the conversion rate is much higher than that of other old-fashioned operation activities, which brings good retention and conversion to catch up with the direct recruitment while giving users a new way to play.
5. Summary
A good game operation activity must grasp the user behavior, the designer should consider how to correctly apply the octagonal behavior method to a variety of operational activities, which requires us to constantly explore and verify, hoping to help enterprises create greater value by positively guiding user behavior.
This article was originally published by @58UXD and everyone is a product manager. Reproduction without permission is prohibited.
The title image is from Unsplash, based on the CC0 protocol.