Tencent ECD: Emotional design to enhance the value of the brand

Every holiday, users will receive a large number of advertising and activity information, how to let users know more about our products? How to stand out from all kinds of feature pages to impress users? Our starting point is to allow users to have emotional resonance. The following is the process of doing Recharge Center Spring Festival activities:

Pre-thought: Use the scene to cause the user to resonate

Spring Festival activity is a designer reverse attack. Designers for the first time to participate in the early activities of the planning, the event held more than 10 meetings, product operations and designers for the activities of the Brainstorming program.

Typically, a topic page design attracts users ' attention in two ways:

a strong title;

Second, the content of the concession (such as participation in the event to obtain a gift package, etc.).

For the user, the temptation of free is irresistible. Discounted free lottery forms will naturally attract the attention of users. However, the interests established with the user can not directly guide users in the daily use of your products. How can deep into the user's life, become the user life essential intimate assistant?

Spring Festival activities with this goal, for the three major business, users frequently appear in the use of the scene analysis. It can be said that the design should be integrated into the user's living environment.

Shenze, for example, is a good combination of human behavior and the environment.

First, he considered the user in the use of the printer will usually hit a few pieces out, will pick one of them, and then tear away the other pieces thrown into the waste basket, and Shenze straight on the design of the paper shredder waste basket, the printer and the surrounding environment;

Second, there is a chassis of the table lamp, everyone home, will be the watch, the key to take down, there is a place to put things;

Users in the use of time, is no longer for the external dumping, but with the practical sense and the use of the process of comfort, convenience, and then become the next time to continue to choose the designer's good reason.

Similarly, the frequent presence in the user's life in the line and scene closely combined, when the user in such a scene or experienced the same scene, the subconscious will be the Recharge center convenient service resonate.

After analyzing and refining three scenes:

• Phone: During the Spring Festival, the telephone SMS has become a Chinese New Year's indispensable way, when the eve owes the fee, the use of recharge center charging fast and convenient scene is the user generated resonance!

• Online games: The Spring Festival is also a lot of students and staff holiday days, online games is accompanied by their relaxation of a good partner, equipment is a lot of online users at all costs want to get, the scene of the holiday online games will cause users to resonate.

• Lottery: The resonance scene of the lottery is relatively difficult, but the network popular such a joke, year-end award 5 million, incredibly is a lottery, lottery tickets to when the year-end award is a good subject we can seize.

summed up the user during the Spring Festival encounter situation, so that users can rely on the activities of the first time to think of the recharge Center convenient service.

Innovate, take this step bravely

How to let the user understand and accept the message we want to convey? It is an important bridge to communicate with the users to choose the appropriate presentation mode.

A page content is king, but the manifestation also plays the vital role, this decides our page can really let the user resonate. In order for each business scene to achieve the best results, we chose to enlarge the scene, which requires us to break the traditional routine of the activities of the form of action for our theme of the page, the innovation of this step, must be brave.

When you start to face the biggest challenges, how to connect three completely unrelated scenarios, obviously, the timeline is a good clue. How to express ideas to the product manager just rely on say and think is not to achieve the effect of the sketch is a good tool to express ideas. The following is an early idea to prepare a sketch to facilitate the project participants to understand the main content of the project:

The results of the program seems simple, the process is tangled complex, the choice of Live Photos or comics, these details have been heated discussion, in the comprehensive time, experience and other reasons, the final decision to play the specialty, take the comic line.

Comics mainly to the main funny route, by exaggerating the character's facial expression to express the scene content, each person's expression is repeated after the modification of the determination.

One thing that distinguishes this activity from traditional activities is that animation effect is the finishing touch of the whole activity of the pen, the visual manuscript near the end, is the front-end and the development of exerting force, to complete the animation effect of these columns, the most efficient way is to participate in the project designers and front-end development together to determine the animation effect, Adjust PSD according to actual situation.

Considering the time and efficiency of the problem, design and front-end, development together in the small conference room for two days, this thing to do to improve the efficiency greatly. We have taken into account the different resolution and the visual effects of different browsers, adjusted a convenient high-resolution user and easy to use the size of low resolution, but also compatible with IE6 and other browsers. All the users in the Recharge center, regardless of the type of browser resolution, we will strive to achieve the best experience.

Final effect

Written in the last

Our group is a young group, and many times we have to grope for our own progress. Bumps encountered many problems, took a lot of detours, the final project is completed, but also achieved relatively good results, during the Chinese New Year, in almost all product flow is low, the activity has achieved better brand publicity, and sales pull effect. Weibo read 1.89 million times, page exposure pv612,650 times, uv521,052 times, the number of participants in a total of 105,986 people.

Touch roll to climb the project completed, of course, is also a heavy harvest, in addition to the professional can clearly see some need to continue to work on the issue, we feel quite deep also have the following points:

1, find solutions, do not shirk responsibility. No matter which link, who appears the problem, since the problem arises, do not shirk responsibility, since everyone is a team, we must be willing to take the courage to find a solution.

2, communication is the key to improve efficiency. The project is not a person can complete, a variety of roles in the case, to express more to listen. We should take into account all aspects of the actual situation, rather than focus on their own role.

3, encounter bottlenecks, to seek help. Encounter their own difficult to solve the professional problems, to jump out of their sight, to seek advice from around people to help. Behind closed doors, only in their own circle is difficult to extricate themselves.

Lack of experience and did not beat us, we still adhere to go down, some problems miss only unforgettable, some twists and turns have more experience. Whatever the outcome of this event, it is a challenge and a bumper harvest.

Activity Experience Address: http://static.chong.qq.com/promote/2013/index_year.shtml