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Designing products that users love and can be opened repeatedly is the long-cherished wish of every product owner.
Product design guru Neil Eyal also mentioned in the book "Addiction: Four Product Logics for Users to Develop Habits":
"Habit-forming products will benefit enterprises in terms of increasing user lifetime value, improving price flexibility, accelerating growth and improving competitiveness."
This time, Mr. Andy was invited to reveal the secret of those addictive product designs, and through a 1-hour explanation, take everyone to get the necessary skills to improve user experience of products.
Guest introduction
Let's officially start reviewing this lecture~
What do you think is the user experience?
The three examples given by Mr. Andy are:
Changes to WeChat phone bill recharge
Changes to the mask purchase scene
The revolution of mobile phones
What are the changes in the user experience of these three products?
Three levels of user experience
The first level: macro experience design
The first layer just mentioned is the macro user experience, and there are two very typical user experience methods:
"Experience Design for Business Models & Experience Design for Technological Innovation"
Buying facial masks online, buying face masks in stores to buying face masks online belongs to the experience design of business model, reflecting an Internet business model - micro-business - community economy.
The revolution of mobile phones: Landline to folding mobile phones belong to the experience design of technological innovation
What kind of technology is included? - Communication (hardware), software and APP based operating environment (mobile hardware system)
The second level: scene experience design
Scene experience design refers to the design of designing scenes and applications to change users' daily behavior.
Changes in business model operation scenarios – changes in purchasing behavior
The biggest role of landlines is communication, and upgrading smartphones has more functions such as daily socialization and entertainment.
The third level: functional experience design
The most typical functional experience design is the product user task design.
The addictive model of product user task design is divided into four stages: triggering, action, variable reward and engagement, and thus continuously cycling until the user forms a habit. The probability of using this mountain shadow model to design excellent products is higher.
To give a typical example of addiction:
Case: I wanted to go out on May Day (internal trigger), after opening today's headlines, I saw a beautiful picture in a travel product article (external trigger), and then I opened the picture, and then I came into contact with this product. (Action). Then the travel product needs to provide rewards (such as the travel route of the destination described in the article in the APP, and there is a reminder to travel half price during May Day) to stimulate user input (register an account, fill in information, consume products, etc.)
This creates a cycle. One reward may not be enough (because the user base is large, there will be a variety of preferences), and other offers can be set in the product to stimulate user investment. The more users invest, the higher the stickiness.
Why is it said that the more users invest, the higher the stickiness?
For example, you used to ordering food with Meituan takeout, and one day your boss asked you to order it with Ele.me. You must be very reluctant.
Why?
Maybe the delivery address you entered in Meituan, this is your input, provides you with convenience, and therefore is sticky to you.
Apps designed for experience
In functional experience design, the design of product user tasks is mainly reflected in the changeable reward (design) & input.
【Hawkins Box Experiment】
Put the rat in the box that has been extremely hungry, the mouse struggles in the box and accidentally touches the button - food drops, the mouse eats the real thing, the mouse is still hungry after eating, continues to struggle - touches the button, continues to have food drop.
In this way, the mice developed conditioned reflexes (behavioral stimuli), entered the box when hungry, habitually pressed buttons, and ate food. Similar to our products, users form a fixed pattern of behavior, which stimulates increased investment.
The application of the Hawkins box experiment in practice: advertising, product design, stimulate user engagement and provide a positive feedback reinforcement, users will continue to increase investment.
What if it's two positive reinforcements and one negative reinforcement?
Which products have similar addictive models?
The case of mobile phone recharge in WeChat:
The trigger is overdue downtime
The action is to charge the call bill and open the recharge page
Rewards: Discounts, coupons, etc
Investment: Send a circle of friends, enter a mobile phone number, bind a bank card, and real-name authentication
Is only a discount a reward?
In addition to discounts, coupons, page design experience (good-looking interface, life payment information provided are all)
Everyone thinks that the better user experience in WeChat includes mobile payment, public articles, likes, shakes and so on.
This is the end of this sharing~
answer
doubt
--B-side experience and C-side user experience
--B-end products help enterprises complete corporate goals and stand in the perspective of enterprise tools (realization is greater than experience)
[You will decide the content of the next live broadcast! ] 】
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