How to effectively guide business value

Socializing has been going on for years now, from the early years of the gathering of popular popularity, to now each looking for a model for profit, or how to increase the social chain in the main product, because of these groping and looking for, we have a lot of opportunities, from the product to the process of interaction design, there are many What we want to do is to summarize some of the past projects that we can all focus on and discuss.

The more commonly recognized social business value (profitability)

I. Traditional advertising patterns

Ii. mode of game joint operation

Iii. implanted brand Marketing

Iv. patterns of App application partitioning

V. Virtual Value-added Services

Vi. free movement of other services

The design thinking of effective guidance

I. SNS in the success of profitable products in the common is what?

In recent industry news, there is no shortage of social-based micro-innovation ideas, for example, PA, there is no lack of industry giants on the SNS of new input, such as the earlier said Microsoft launched its own social networking site SOCL, in various forms of development, in the product design process, can not be separated from the business value, profit way of thinking. In the past, whenever a new social product came in contact with it, we might explore what the product model was all about and how the product's interaction achieved its goal. Especially the social products with commercial profit, and how to guide users ...

We can find the common features of successful profitable products:

The design of media and scenes taken from the real life, will be more easily access to the user's sense of empathy and trust, that is, our design is half the interface design, half is actually social psychology.

The Lewin equation also makes it very clear that human behavior (Behavior) is determined by functions that are influenced by their personalities (personality) and the Environment (environnement), and that the so-called environment is made up of everything outside of itself, such as physical environment, social environment, and the interface environment that the product presents. An effective interactive orientation is the design of an interactive interface that helps users realize their current and desired social activities.

For example, when we go shopping, may refer to the product buyer feedback on some products after the use of the feeling, and whether to buy suggestions, so when shopping on the Internet, we may carefully look at the shop on the shopping evaluation, which can be seen that we are affected by people and things around the profound impact, and relying on online shopping evaluation is first reflected in the Amazon online buyers, so this effect is also called Amazon effect. Suppose that the online product of these evaluations is from your friend, then its trust may be multiplied, because its situation is more close to the life of the scene. There are some relative traditions in the SNS products of successful profit, for example, the century Jia Yuan stamps love letters, cherish the matchmaker, these are able to see the general character behind the profit, whether it is a love letter or a matchmaker this role is from the real life scene, are more able to cause a sense of user empathy.

Ii. What is the user's behavior is the key to the success of the site?

In considering how to make the site profitable, we need to identify the primary activities of the site, using the priority strategy-aof method to design

• Focus on primary activities – realistic social interactions, focus on perspectives, and details of excavation activities

• Identifying interactive Objects (object)-simulating physical or virtual activity concerns

L Select Core feature set (Feature)-Solve "what users want to do with object", prevent function overflow

For example, in the above mentioned century Jiayuan social networking site, users to meet the object of pay love letters stamps. When this first task is identified, the Web site's thinking and task lines will be guided around this one hand. In this process, can be clear to the user's goal is to know the object of marriage, to be able to meet the value of the user is expected to achieve, and the user is willing to meet each other's love letter stamps pay, is the product's business objectives and value, you can see business value from the user value, the user's goal is Behavioral activity is a combination of a series of tasks to achieve a goal.

Iii. thinking about the design forms of several key links

When users use the product process, to cross one another threshold, such as the Internet in many products to note that we design products, decide whether to register, whether to trust the input of personal information, whether willing to pay, or even give up some of the existing use habits ... We think of several key aspects of the main is to enable users in the process of business value-oriented interaction can be better gradually to produce interest and emotional dependence on the product

A good registration framework to maintain and enhance the user's desire to use the product, no matter which of the above forms, all need to answer the user's 5w1h, and what kind of registration form of design-oriented, mainly look at the application of the product type, and in social products, from the human and social Psychological trust in the establishment of the point of view, More prone to the use of situational registration, and even consider some more convenient to start and register the way.

When the user first touches the product, if there is no predictable product concept information, the contact is a closed landing page, the user's initial reaction will be to understand what this is a product, and now more SNS products, for the collection of user information or privacy protection, Login design is more use closed, and later there are some content-sharing based SNS products are used in a semi-closed login, so that users in the initial state to better understand the product site content, resulting in greater use of interest, and in the shopping sharing class social networking site, Interactive-oriented design is more likely to use a semi-closed login design.

Reviews are important in social and shopping sites, when we face a less specific choice, there will be a tendency to rely on social identity, want to understand other people's opinions, in order to help themselves to make decisions, so it is directly and indirectly affect the user's judgment and decision, and the legend, Google Shopping's example is also let again feel, friend's comment will let the shopping process more trust, appreciate the social recognition effect is more significant.

When we are in product design, will always encounter a variety of resources, such as insufficient time, lack of personnel, product content resources, etc., especially in the new product line, share the function in the end to do? This question, I do not know how we consider, from a social psychological point of view, sharing is human nature, is an important part of self identity, and everyone who is willing to share, is a new connection point, product brand promotion virtuous circle, in the social product, the share person is likely to have the real network to precipitate in the net product, from the commercial value guidance, the product brand promotion angle, the sharing is worth doing.

Iv. how can sustainable and effective use be achieved in the long term?

Through the honeymoon period, to allow users long-term regular access, will be a relatively high threshold, the popular idea may be to do more functions or ads, and here is actually more highly respected users to identify the real motives, design incentives for this motivation of the interactive mode. Users may use the product for identity, mutual benefit, sense of achievement, control, sense of belonging, etc., in reality, it is possible to have several motives at the same time. Therefore, in the training of loyal users, mainly through a variety of motives to set up incentives, training the emotional dependence of users, when the user's value is long-term training and satisfaction, will have the opportunity to long-term use of product business value points.

Here is a list of some of the motivational patterns used in auxiliary motivation

L Identity Management-account, profile, content scene, dynamic display

L Performance Personality-theme use

L Reciprocal Psychology-benefits and participation

L formation of reputation mechanism-praise, medals, recommendations (endowment effect)

• Fostering collective sense-groups, circles

Test analysis of design--funnel analysis method

Funnel Analysis method is the most commonly used analysis method in network products, its advantage is to quantify the effect of product design, to help visually determine whether the mechanism effectively promote users into the next phase of the use of the cycle, effectively help locate the design of the problem, can be in the analysis of the process to find improvement points, Help transform data into design decisions.

Some of the methodologies for funnel analysis can be found on the web and in books, and some specific steps are listed here:

I. Determination of baselines

Ii. Selecting the level to be improved in the funnel

Iii. analysis of user churn in this layer

Iv. Improved design

V. Comparison with baselines to measure changes

In the funnel analysis process, in some stages may need to refine the funnel, discovers the stage problem, in this process specially needs to pay attention to the baseline setting, avoids the deviation. Funnel analysis, which tells us each of the key steps of the situation, to avoid small link defects affect the global.

In the social products involved in the commercial profit design pattern, we have touched a lot, here also mainly on the interactive design to put forward some thinking points, the whole design process there are many key links and design forms, we can continue to explore, find more easily with more valuable guidance.

Reference

1. "High viscosity social web design Tips"

2. Data analysis