today, in the Pan-entertainment world of the Internet, entertainment products operate more to seize the hearts of users, to bring your product openings.
after the preliminary data survey shows that most of the food recipes are inseparable from the operation of the content, and how to make high-quality content for more users to use, no outside the text form, video form, activity form and add social attributes, promote living, retention, La Nieu, promotion of food recipes and share volume.
The problem is that unless the recipe is very refined, interesting, and useful, the user lacks a motive for active sharing, and in order to promote or activate this active communication and sharing motivation and action, you can consider making gourmet recipes entertaining.
What is a gourmet recipe for entertainment?
For example, for us ordinary people, the most do not love to think, but can not escape the question is "morning/noon/night to eat something?" "
Indeed, in addition to the special stage of the population (such as pregnant women, people with dietary taboos), the next week or even one months of the recipe planning. For our office workers, or the children of the working family, whether it is eating out, or cooking at home, what to eat, most of the time we are too lazy to think, sometimes there is no time to think.
This is the user's pain point.
we can try to use the entertainment operation of the thinking to hit the pain point, solve the problem of the eternal age.
first, the type of product design
take the bean-fruit food For example, first of all, around the "morning/Noon/evening What to eat" This problem, closely combined with the current product layout and functional structure of the design.
(a) User positioning
There is little time to think about what to eat (more because of career), but also more concerned about the people who eat.
In roughly the following ways:
1. Single office workers: little time every day to consider what to eat, but pay attention to the quality of life, often cook their own, but the working week will do some familiar with the quick food (also in the heart of a few), the weekend may greet friends gathering, do some exquisite dishes.
2. Husband and wife: there is little time to consider what to eat every day, working days who may do something delicious, may try new dishes or cooking methods, the weekend will sometimes visit both parents, but also in front of parents to do some exquisite dishes, but are home-cooked food, more consider the taste preferences of the old people.
3. Home Office workers: pay more attention to the children's recipes, but not so much time to consider, often ask the child what to eat tomorrow, some children picky eaters, but also consider the child's nutritional balance, appropriate to do some of the children's growth beneficial food.
(ii) Use of the scene
in general, anything that wants to know what to eat is a scene.
Version One: can be recommended according to weekdays and weekends.
version Two: Gradually add other elements, such as the time to define the user's morning and afternoon dinner scene, the recommended recipe operation complexity to consider the time factor.
(iii) Demand
solve the problems of the ages, what to eat today.
This food-eating scene is based on cooking at home, based on a huge set of recipes in the app, based on users who have no idea or time to think about what to eat and how to repeat the dishes every week.
broadly divided into two broad categories of requirements:
one is that the user happens to have some dishes or to know the fuzzy requirements. For example, I have potatoes, but I eat fried potatoes every day, do not want to eat potatoes like this, or I would like to make a soup, but every day do meatballs soup, do not want to drink such a soup.
The second is that users do not have vague needs, but simply in the market before a goal. For example, I don't know what to eat, so let's see what the recipes are. At this time, simple and rude to tell users, what you should eat, seems to be less fun, for the choice of users of phobia, is also unable to choose.
the above two categories of users, can consider to the Gourmet menu app to add some entertainment product elements, activate the user.
For example, take a bean-fruit dish, the prototype is shown below.
(iv) prototype illustration
1. "I'll Combine" tab path
2. "Random variable Change" path
from the main interface today eat what module can enter the free combination and randomly appear recipe two play.
"I'll combine" according to the user needs of the dishes (eggplant, bananas, noodles, meat, etc.) or the properties of the dish (stir-fry, staple food, soup, etc.) matching recipes, users just select ingredients 1, Ingredients 2, type and one of the labels, you can search, of course, the full selection of recipes will be more matching.
first, the entrance in the home page, the position is obvious, the text description is clear, and is a question, to bring questions and imagination space.
click on "What To eat Today", go to "I come Together" food pairing interface, there are ingredients 1, ingredients 2 and species can scroll selection, you can also double-click the plus tag, enter any category into the transition interface (gray translucent mask plus waiting), and then go to the recommended menu interface. Of course, these do not have to be entered, if not input automatically according to "Random variable Change" random arrangement.
Click "What To Eat Today", go to "I come Together", Switch Interface tab to "Random variable" random menu interface, there is cooking time, the number of people can scroll to choose, if you do not select the restrictions, click on the "variable change", jump to the transition interface (gray translucent mask plus waiting dynamic map), Then go to the recommended recipes interface. The recommended interface is as focused as possible on the layout, and only one menu is recommended (or if the number of people is more than 3, the menu can be recommended according to the number of participants), and 2-4 dishes are served.
Check- in incentive: Enter the menu interface, in the menu interface, the menu image has a sign-in button,
Ii. programme of activities
(i) purpose and subject of the activities
ensure that recipes are based on the tool attributes of the food class application, increase its entertainment, increase the retention of the foundation, and promote the living in a different way.
Early launch:
on-line early to seize the attention of people, so that the user function as a daily routine to use, to retain the old bean fruit users, promote old users to share, pull to new users.
Case Subject Alternative:
1. To solve the late stage of lazy cancer, lazy want to eat something today? (Pre-warming theme)
2. Early Bird welfare: do not know what to eat? Bean Fruit understands you.
On- line growth period:
Perfect Experience and data collection: To improve the experience-based, rapid iteration. By collecting user's behavior and track information in bean fruit, recording user's preferences and habits, by collecting user's personal settings and labeling information, the user's taste preferences are recorded to give more and more users ' recommendation. and timely interaction with users, so that users participate in the improvement of activities.
Case Subject Alternative:
• Slot assembly: Find the most ignorant user of bean-fruit ~
• Keep a record of every love you have for life. (Bean Fruit User Annual summary h5 form)
On- line stabilization period:
data analysis and demand consolidation Practice: data collection and analysis and demand consolidation Test two line, rely on understand your recipes to retain the old users, and make it into the use of habits, timed brainstorming, competitor analysis, the existing activities to improve and iterate. For example, can be considered in the later period to add in accordance with the picture of the nutrition map, give the recommended recipes to abstract with the image, or according to the number of daily meals together, recommend recipes for the number of dishes, not only recommend a recipe, so that a key nutrition balance.
at the same time can also consider cross-border cooperation, such as the combination of eating and sports, to the sports app to add health recipes, the application of data to integrate, in-depth mining users to eat and work, more comprehensive understanding of users.
(ii) target population
The pursuit of eating quality, but most of the situation only vague needs, and pan-entertainment young users.
(iii) Rules of activity
Share Incentive (La Nieu): Share random game results in a circle of friends, 10 consecutive weeks, send a week of personalized breakfast ingredients.
Sign-in incentive (promotion): Weekly check-in (morning and evening dinner) Top 10, unlock permissions, such as to become a bean-fruit member, enjoy e-commerce any price package (period of one week). The incentive to sign in can be long-term and requires a membership system and upgrade rule support.
(iv) Progress of activities
prophase:
multi-channel detonating social circle: Before the start of the warm-up, mainly rely on two channels to promote, one is the promotion of the station, the second is to promote outside the station. Off-site promotion can rely on social media, such as relying on the public number, Weibo, watercress, based on the target group and the resources at hand to determine the main social platform, the promotion is in the bean-fruit activity platform to publish information, as a preview. Specifically, if the promotion through the public, you can select a few target group of large, accurate delivery of articles, rely on social media for dissemination.
Demand communication: be fully communicated with parts that need to cooperate with other departments. For example, with the product development Department and other communication to achieve the activity needs adjustment program, determine and then go online.
traffic forecasts: test traffic for activity awareness and participation based on article reading volume and activity interface views.
activity growth period and stabilization period:
At the beginning of the activity, the equivalent of entering the project management stage, project management needs information synchronization, clear division of labor, performance and user experience are inseparable and clear indicators, you can do a Gantt chart to advance the progress of the project.
initially the project is the key to survival, requiring the team to spend some experience to operate. To the project stability period, the need to do is routine work, focus on maintaining the existing user and functional iterations.
(v) Cost estimates
This activity is embedded in the product of the regular activities, there is no offline activities, so there is no offline cost.
It is divided into three parts: Labor cost, online activity promotion cost and activity reward cost. The manpower cost also needs the technical and the product demand investigation analysis and the writing, the concrete manpower cost according to the personnel quantity and the time estimate calculates; on-line propaganda cost to the station main push, outside the station to push the method, the station propaganda cost basically belongs to the human activity cost, outside the cooperation need according to the cooperation channel and the partner to determine the scope , the activities of incentives, such as the assumption of the first three months promotion period, every month activities, the estimated cost control within 3000 yuan, check-in activities, in the long-term push activities, need to be measured according to the cost of activities.
(vi) Outcome estimates
Based on the Pv,dv,arup of the first month of the month, the growth rate of relevant data is determined. As a product feature with daily activity attributes, you can refer to the active number of activities on the short-term line and the interface adjustments (such as the feedback and data changes of the user after adding the show's breakfast and dinner).
(vii) activity data collection and effectiveness announcement
inform the site of all user activity results.
The event is for all users, so the results need to be communicated to all users and remain consistent with the audience of the active online.
to provide users with adequate feedback and interactive channels.
on the Activity results page, provide a channel for user complaints and inquiries, and team members follow up on the user's feedback and give a response every day. Document user issues and requirements, and quickly iterate over the active product. Take advantage of no decline in attention, lead to follow-up activities, or give users a suspense, to do something to anticipate the activity. Do full user foreplay.
Source: Everyone is a product manager
How to do the entertainment product operation?
