When it comes to the settings of the product gamification system, we have to mention the PBL gamification strategy. As an auxiliary strategy for the product, it can optimize the user experience extremely effectively.
In "Practical Gamification" and "Gamification Theory", the author mentioned the PBL theory. PBL contains three elements: points, badges, and leaderboards, which are widely used in the gamification system of the product, although they are not the whole of gamification. I think the PBL system, as a functional module of the product, has made contributions to guiding activity, retention and frequency improvement, and product exposure. So how does this gamification mechanism run within the product? Below is my summary and analysis.
1. Points
In the virtual game world, players receive points by completing the main and secondary task levels designed by the system. Through the guidance of NPC, they come to the store to consume points and exchange equipment, and add attributes to the game characters to assist players in completing the remaining levels.
In the actual gamification design mechanism of Internet products, users receive points by completing the set expected behavior. Timely feedback after the task is completed allows users to connect with expected behavior. The accumulated points can be redeemed for discounts and obtained additional value in the points mall.
How is it implemented in specific strategy implementation? Below is my analysis:
1.1 Expected behavior and integral points
The following table lists the daily tasks set in iQiyi and the corresponding integral values, filtering the challenge task module. iQiyi users receive the corresponding points by completing the specified expected behavior on the platform. At the same time, different integral point values are designed based on the behaviors completed by the user. Why does
have a design like "expected behavior - integral value"? Below is my analysis:
Analysis from the perspective of product value: iQiyi is a video software, where users experience the value provided by the product by watching videos on the platform. The expected behavior of "watching videos online for 30 minutes" has the highest value corresponding to the integral point value, guiding users to increase the duration of viewing videos, increase the frequency of opening videos, and further explore the value of the experience product. At the same time, user behaviors such as watching barrage, posting barrage, movie ratings, and sharing videos provide a source of data for the product, and further optimize the user experience through behavior and traffic data.
Analysis from the perspective of point design: task design allows users to continuously experience and explore product value, and divides the task module into three categories: main task, side task, and copy task. The gradient design of integral values guides users to prioritize high integral behavior and experience product value.
1.2 Timely feedback - information about completing the expected behavior prompts
After the user completes the expected behavior, the system informs the user of the points collection status through pop-up windows or tosat. The following figure shows the feedback mechanism for iQiyi points. If the user completes the expected behavior of "watching videos online for 30 minutes", he will pop up the window in the current interface to guide the user to receive task points. Why should
product design a timely feedback mechanism? Below is my analysis:
pursues happiness, escapes pain,
Users use the product with enthusiasm, and the points received after completing the task will bring satisfaction and a sense of accomplishment to the user, and stimulate the user's pleasant circuit. At the same time, repeated stimulation connects the desired behavior with the user's pleasure circuit and increases the frequency of behavior accomplishment.
obtains channel perception, strengthens behavior
timely feedback after completing the expected behavior, allowing users to perceive the behavior channel that triggers the points collection, and guides users to try to complete the expected behavior to receive points, which strengthens the happiness brought by the use process.
1.3 Daily Open Rate—Daily Check-in Design
Daily Open Rate is a data indicator for measuring the activity of users in the product, and it is also a prerequisite for users to enter the product to experience the value of the product. In order to increase the daily opening frequency of the APP, the product designed a daily point collection strategy based on its own business form and user characteristics within the platform to guide users to complete the daily check-in task.
When it comes to the settings of the product gamification system, we have to mention the PBL gamification strategy. As an auxiliary strategy for the product, it can optimize the user experience extremely effectively.
In "Practical Gamification" and "Gamification Theory", the author mentioned the PBL theory. PBL contains three elements: points, badges, and leaderboards, which are widely used in the gamification system of the product, although they are not the whole of gamification. I think the PBL system, as a functional module of the product, has made contributions to guiding activity, retention and frequency improvement, and product exposure. So how does this gamification mechanism run within the product? Below is my summary and analysis.
1. Points
In the virtual game world, players receive points by completing the main and secondary task levels designed by the system. Through the guidance of NPC, they come to the store to consume points and exchange equipment, and add attributes to the game characters to assist players in completing the remaining levels.
In the actual gamification design mechanism of Internet products, users receive points by completing the set expected behavior. Timely feedback after the task is completed allows users to connect with expected behavior. The accumulated points can be redeemed for discounts and obtained additional value in the points mall.
How is it implemented in specific strategy implementation? Below is my analysis:
1.1 Expected behavior and integral points
The following table lists the daily tasks set in iQiyi and the corresponding integral values, filtering the challenge task module. iQiyi users receive the corresponding points by completing the specified expected behavior on the platform. At the same time, different integral point values are designed based on the behaviors completed by the user. Why does
have a design like "expected behavior - integral value"? Below is my analysis:
Analysis from the perspective of product value: iQiyi is a video software, where users experience the value provided by the product by watching videos on the platform. The expected behavior of "watching videos online for 30 minutes" has the highest value corresponding to the integral point value, guiding users to increase the duration of viewing videos, increase the frequency of opening videos, and further explore the value of the experience product. At the same time, user behaviors such as watching barrage, posting barrage, movie ratings, and sharing videos provide a source of data for the product, and further optimize the user experience through behavior and traffic data.
Analysis from the perspective of point design: task design allows users to continuously experience and explore product value, and divides the task module into three categories: main task, side task, and copy task. The gradient design of integral values guides users to prioritize high integral behavior and experience product value.
1.2 Timely feedback - information about completing the expected behavior prompts
After the user completes the expected behavior, the system informs the user of the points collection status through pop-up windows or tosat. The following figure shows the feedback mechanism for iQiyi points. If the user completes the expected behavior of "watching videos online for 30 minutes", he will pop up the window in the current interface to guide the user to receive task points. Why should
product design a timely feedback mechanism? Below is my analysis:
pursues happiness, escapes pain,
Users use the product with enthusiasm, and the points received after completing the task will bring satisfaction and a sense of accomplishment to the user, and stimulate the user's pleasant circuit. At the same time, repeated stimulation connects the desired behavior with the user's pleasure circuit and increases the frequency of behavior accomplishment.
obtains channel perception, strengthens behavior
timely feedback after completing the expected behavior, allowing users to perceive the behavior channel that triggers the points collection, and guides users to try to complete the expected behavior to receive points, which strengthens the happiness brought by the use process.
1.3 Daily Open Rate—Daily Check-in Design
Daily Open Rate is a data indicator for measuring the activity of users in the product, and it is also a prerequisite for users to enter the product to experience the value of the product. In order to increase the daily opening frequency of the APP, the product designed a daily point collection strategy based on its own business form and user characteristics within the platform to guide users to complete the daily check-in task.
1.3.1 Dangdang Daily Sign-in-Cumulative 7-day Sign-in Points + Flop Random Points
Dangdang's daily sign-in module provides a reward mechanism for the combination of "Cumulative 7-day Sign-in Points + Flop Random Points". The system will provide users with additional rewards for 7 consecutive days.
In the random points drawing stage, every time the user completes a daily check-in task, the system will pop up a window for random points collection. In the random points collection interface, 6 points cards containing 0, 1, 2, 3, 5, and 6 points are displayed. The points cards are arranged randomly. The user clicks the points card to get points. After the collection is successful, the interface will display the location distribution of different points cards. What is the design purpose of this combination strategy of
Dangdang? Here is my analysis:
A. Extra Rewards Strengthen the Sense of Target
Dangdang Users want to receive additional points rewards for signing in for a total of 7 days, they need to complete the daily check-in tasks continuously within one natural week. The setting of extra rewards strengthens the weekly goal, providing users with goal clues to complete the weekly check-in task, and guiding users to complete daily check-in continuously to get extra points.
Repeating boring sign-in behavior will lead to giving up the continuous sign-in behavior. The flop after sign-in daily will add interest to the daily sign-in and increase the probability of users reaching the sign-in behavior.
B. Random points stimulate users to constantly try
Random points collection stage stimulates users to remember the position of the high score card, adjust their behavior, and hope that the next flop can get higher points lectures; at the same time, random points also stimulate users to be curious about the results of the collection, guide users to make continuous attempts and complete the daily sign-in action.
1.3.2 NetEase Cloud Music Daily Sign-in-Point Point Level + Product Reward Relationship
NetEase Cloud Music provides a combination sign-in mechanism of "Point Point Level + Product Reward Relationship" in the daily sign-in section. The system calculates the user's sign-in behavior within one week, and sets different points rewards for users with a total of 3 and 7 days of sign-in. The path for users to enter the "Sign-in Activity" interface allows users to reach the reward product interface and associate the behavior path with welfare products. What are the benefits of sign-in strategy design like
? The following is my analysis:
overlimit effect: excessive stimulation, too strong or long-term effect, which can cause psychological impatient or rebellious psychological phenomena.
A. Set the points reward points stimulus threshold
Set the ladder reward mechanism. The reward for winning points for signing in for 3 days/7 days is different. According to the limit effect, the 0-5-10 level point reward mechanism is better than the incentive effect of 5-5-5 on users.
B. Check-in is associated with discounted products.
. Users have two paths to enter the check-in activity interface: sign-in-le-sign-cloud music mall-sign-in activity; mall-cloud music mall-sign-in activity. The "Cloud Music Mall" interface displays the "Daily Welfare Products" and the reward products corresponding to the "Sign-in 3/7 days in a row" are displayed in the "Sign-in Activity" interface. According to the interface information reached by the user through the check-in path, users can establish associations with rewarded products and guide users to continuously accumulate points to redeem rewarded product discounts.
1.4 Points Mall—Requirements match
user consumption points, and the points data can be monetized by redeeming coupons and virtual products in the Points Mall. According to the nature of resource exchange involved, three principles that points exchange can be implemented to meet:
(1) Demand matching principle
User needs to match the benefits provided by the product, because no matter how valuable the benefits provided by the product are, if they do not meet the user's needs, users will also lack motivation.
(2) Principle of cost and benefit
The cost of accumulating points must be equal to the interests, otherwise the points mall will reduce the enthusiasm of users to accumulate points due to lack of attractiveness. On the other hand, if the product benefits users far more than the costs they pay, it can motivate users, but increases the burden on the company, which is also a waste of enterprise resources and is not conducive to the optimal allocation of resources.
(3) Resource full utilization principle
points mall resource exchange determines that this is a win-win system.Because as long as one party cannot make a profit, the exchange cannot be completed, and the points redemption system is useless. Based on this, in order to maximize the interests of the enterprise, it is necessary to make full use of all the enterprise's resources.
1.5 My analysis of the points module
expectation behavior reaches the product value
Daily task plays a role in guiding new users and retaining old users. The earlier the user experiences the product value, the easier it is to improve product stickiness. Therefore, in the design of desired behavior, the product needs to cross-judgment based on "product core value" + "first data indicator" - design behaviors that are expected to be reached by users.
provides clues to actions to guide
users take action to make points flow within the product: clues—actions—point accumulation—redemption, and the three elements that affect user actions: trigger * motivation * ability. When designing points modules for products, three elements that affect user behavior need to be solved and guide users to continuously complete their desired behavior.
2. Medal
Medal is a stage display of user behavior data. The acquisition of medals increases the user's sense of accomplishment during the use of the product. The user completes the expected behavior, and the cumulative behavior data meets the frequency or time set by the system. The system will automatically push relevant medals to users. The product combines its own product characteristics and indicator settings to promote users to complete their desired behavior through visual graphic display and obtaining rules design.
2.1 Get APP-Achievement Medal to Increase Learning Interest
Get is a content service product that solves fragmented high-quality learning for users. The platform gathers KOLs in different fields. The opinion leaders themselves come with their own traffic attributes, reducing the cost of users selecting content. The prerequisite for users to obtain medals is to complete the cumulative learning behavior on the platform. The acquisition of medals is obtained by users through learning, which further deepens the sense of accomplishment in the learning stage.
Medal Structure Display:
Medal Interface Display:
A. Achievement Sharing, Personalized Translation
Users obtain corresponding medals through the accumulated learning behavior data obtained. The acquisition of medals stimulates the user's sense of accomplishment in obtaining knowledge; at the same time, the cartoon characters of medals combined with copy design, linking user behavior with personalized image, helping users establish an image in social relationships; the addition of sharing portals is in line with the user's mind after receiving the medal, sharing medals to the social circle, and sharing actions also increase the exposure of the product on social platforms.
B. Booster. After the reward
medal is obtained after the goal is achieved, the system will push coupons or i free audio content to the user. The reward strategy after the goal is achieved provides users with a booster. On the one hand, it reduces the cost of resource acquisition and guides users to listen to books and continuously explores product value; on the other hand, it assists users in completing the acquisition of other medals.
C. Display the number of people who have obtained it, stimulate the user's desire to obtain the desire for medals
Medal Details interface, displaying the cumulative number of people who have obtained the medal, allowing users to perceive the value of the medal; at the same time, the social conformity effect stimulates users' desire to obtain medals, and then complete the system's expected user behavior.
2.2 DingTalk - Creative Medal Increases Social Interaction
DingTalk Alibaba Group specializes in communication and collaboration free mobile office platform for Chinese companies. DingTalk adds creative elements based on its own product characteristics, so that users can wear medals to make office communication more interesting. At the same time, we will introduce new users to the platform through the medal acquisition mechanism.
Below is my analysis of DingTalk medal:
A. Increase interactive fun and guide users to wear medals. Unlike getting medals, DingTalk users have increased the user's conversation interaction interest by wearing medals on the user's avatar; at the same time, it arouses the curiosity of users who do not wear medals and titles, and then ask friends for gifts. Improves the social interaction of the platform.
B. The effect of wearing medals is displayed to stimulate the desire to obtain medals. In the ‘My Medal’ interface, users can click on medals. The user’s avatar will display the effect after wearing them. In conjunction with a copy introduction under each medal, users can understand the meaning behind the medal. The humorous introduction resonates with users and further stimulates users' desire to receive medals.
2.3 Dianping —Glory Medal increases the sense of belonging
Dianping has accumulated feedback on the in-store experience reviews shared by users, assisting users in making decisions through scoring and evaluation content, reducing the cost of user selection and screening. Dianping brings users into the overall atmosphere of the product through the design of the Medal of Honor, increasing the sense of belonging.
Below is an analysis of the Dianping Glory Medal:
Honor Medal is roughly divided into three major modules - function reach, content output guidance, promotion and sharing.
through the design of the medal module, on the one hand, guides users to reach the core functions of the product, allowing users to experience product value and accumulate user pool; on the other hand, extends the user life cycle, sets different game rules for users at different levels, and meets the user exploration needs in different states.
Medal Design Analysis:
Medal Level Design, Guide continuous action,
As shown in the above figure, the store expert medal is divided into three levels, each level revolves around the same expected behavior: check the number of stores, it is easy to obtain the difficulty of users to obtain the medal. By taking a small number of operation steps, obtaining the ownership and sense of ownership of low-level medals, stimulating users to take action to complete the expected behavior and obtaining high-level medals.
progress bar guides the user to complete the task
system calculates the user's cumulative behavior data, and compares it with the expected completion time, and feedbacks the user's progress that needs to be completed. We are born without liking incomplete things, and this design pushes users to continue to accumulate expected behavior data and receive medals.
sets the medal theme to increase the stickiness of users without hierarchy. Dianping divides medals into three major themes for users under different hierarchy:
- easy to get started and get glory. Guide users to complete desired behaviors, experience product value, and solidify users' usage habits.
- Live hard and leave your footprints. Incentive active users to devote their energy, continuously produce content to provide data sources for the platform, and increase user stickiness.
- Time settles and accompanys me to grow. For old users, guide the use of merchants/group purchases/comments headlines/match channels to increase the frequency of using core functions.
design "theme medal" on the one hand meets the needs of users at different levels for medal acquisition, increases platform stickiness, and extends the user's life cycle; on the other hand, the design of the theme copy allows users to perceive their different "life states", strengthening the user's sense of belonging.
2.4 Analysis of medals
The design of medals improves the user's interest during use on the one hand, and improves user stickiness through the guidance of product functions; on the other hand, the acquisition of medals touches user emotions, and the guidance and sharing operation improves the platform's new registered user indicators.
disassembles the process nodes involved in the medal into four nodes: registration and download, expected behavior, social sharing, and friend reach. The closed-loop structure of flow is realized by connecting the modules in series. After the link is disassembled, it is your own analysis:
(1) Registration and download: Users obtain clues through friends sharing recommendations, marketing promotion and other channels to register and download the APP.
(2) Expected behavior:
① Based on product business behavior design mechanism to obtain medals, guide users to experience product functions to explore product value and complete product business indicators.
② Design challenges to users at different levels and enhance the users’ demand for medals.
③There are three influencing factors for users to achieve the desired behavior: trigger, motivation, and ability.
- trigger, obtain pop-up display through medals, expect the progress of the behavior completion, the number of people obtained, etc. to complete the trigger;
- motivation, "ownership and sense of ownership", "loss in the mind of evasion", "social influence and correlation", let users accumulate behavior and get medals;
- ability, the goal design of winning medals must match the user's ability. If the threshold for obtaining is too low, users will reduce their enthusiasm for medals because of the low value of medals; if the threshold for obtaining is too high, it will damage users' enthusiasm and cause users to give up on obtaining medals.
(3) Social Sharing: To determine whether the user makes sharing actions, you need to consider whether the sharing content meets the following conditions: increase social conversation materials, sort out personal images through personalized retelling, help others, show off for social comparison, and express emotions to highlight yourself.
(4) Friends' reach: After sharing is completed, the medal arrives in the social circle of friends. By adding a QR code to the medal display page, new users can register and download the APP. This link provides clues to the target user through the design of medal images and copywriting. The design of this link requires solving two problems of the target user: What is it? What does this medal mean? How to do it? What should I do if I want to get a medal?
3. Ranking
forms a list by stating, comparing and sorting users' related data on the platform. The ranking allows users to inform their data status and stimulate users' cumulative data to improve their ranking.
From the social relationship within the platform, the ranking list can be divided into two categories: strong social relationships and weak social relationships. Combining the existing ranking modules of existing products, strengthen social relationships and focus on online friends' social interactions, and weak social relationships and focus on motivating users to set up and achieve goals.
The following is an analysis of the functional design of the ranking list in the product:
3.1 Based on strong social relationships - WeChat Sports
WeChat Sports counts the daily steps of WeChat friends, and adds the social interaction fun of WeChat Sports by adding likes and occupying friend covers. The following is an analysis of the WeChat sports rankings:
From the design purpose, the WeChat sports rankings are displayed in real time through the daily steps of friends, allowing users to understand the friends' sports status, and improve interaction and competition among friends through interactive elements.
analyzes the information display of the ranking interface. The cover displays the cover with the largest number of steps in real time. The user's personal data is topped, and the ranking status is displayed with information cards, real-time steps and number of likes. The list page displays the user ranking order according to the number of steps currently available to the user.
From the analysis of social interaction elements, likes, users can browse the number of friends' steps, understand the status of friends' sports, and increase social interaction topics through likes; cover, users' steps will be synchronized to the data display list under the friend's sports ranking list. If the first place is in the friend's ranking list, the cover set by the user will occupy the friend's ranking cover, and the interactive fun will be added through cover occupation.
3.2 Based on weak social relationships - KEEP sports
KEEP displays the total sports duration rankings of all friends in the user's region through the total sports and newcomer list module. Unlike the WeChat sports friend rankings, the user relevance under the KEEP sports list is weak.
In terms of the elements included in the ranking list, card information displays user ranking status. Card information includes user avatar username, usage time, and the number of cheers received to show user ranking status.
From the perspective of element design, users perceive the ranking of online users’ usage time, motivate users to increase their duration on KEEP, increase their activity and increase user stickiness.
Overall, KEEP's user training time ranking list weakens ranking competition, provides users with upward goals, and guides users to increase their duration.
3.3 Analysis of rankings
rankings strengthen the competitive relationship through ranking display, putting pressure and stimulation on users. The product needs to design a ranking module that suits itself based on its own business form and the user social relationship chain carried within the product.
4. My summary of PBL
product application PBL optimizes users' experience in using the product, helping new users to guide, retention and frequency increase. However, the PBL gamification system is just an auxiliary strategy for the product. The product needs to return to the product value, improve the user's experience, and continuously provide value to the product users.
This article was originally published by @天天神天神天神天神天神天神天神天神天神天神天神天神天神天神天神天神天神天神天�
question picture comes from Unsplash, based on CC0 protocol
Because as long as one party cannot make a profit, the exchange cannot be completed, and the points redemption system is useless. Based on this, in order to maximize the interests of the enterprise, it is necessary to make full use of all the enterprise's resources.1.5 My analysis of the points module
expectation behavior reaches the product value
Daily task plays a role in guiding new users and retaining old users. The earlier the user experiences the product value, the easier it is to improve product stickiness. Therefore, in the design of desired behavior, the product needs to cross-judgment based on "product core value" + "first data indicator" - design behaviors that are expected to be reached by users.
provides clues to actions to guide
users take action to make points flow within the product: clues—actions—point accumulation—redemption, and the three elements that affect user actions: trigger * motivation * ability. When designing points modules for products, three elements that affect user behavior need to be solved and guide users to continuously complete their desired behavior.
2. Medal
Medal is a stage display of user behavior data. The acquisition of medals increases the user's sense of accomplishment during the use of the product. The user completes the expected behavior, and the cumulative behavior data meets the frequency or time set by the system. The system will automatically push relevant medals to users. The product combines its own product characteristics and indicator settings to promote users to complete their desired behavior through visual graphic display and obtaining rules design.
2.1 Get APP-Achievement Medal to Increase Learning Interest
Get is a content service product that solves fragmented high-quality learning for users. The platform gathers KOLs in different fields. The opinion leaders themselves come with their own traffic attributes, reducing the cost of users selecting content. The prerequisite for users to obtain medals is to complete the cumulative learning behavior on the platform. The acquisition of medals is obtained by users through learning, which further deepens the sense of accomplishment in the learning stage.
Medal Structure Display:
Medal Interface Display:
A. Achievement Sharing, Personalized Translation
Users obtain corresponding medals through the accumulated learning behavior data obtained. The acquisition of medals stimulates the user's sense of accomplishment in obtaining knowledge; at the same time, the cartoon characters of medals combined with copy design, linking user behavior with personalized image, helping users establish an image in social relationships; the addition of sharing portals is in line with the user's mind after receiving the medal, sharing medals to the social circle, and sharing actions also increase the exposure of the product on social platforms.
B. Booster. After the reward
medal is obtained after the goal is achieved, the system will push coupons or i free audio content to the user. The reward strategy after the goal is achieved provides users with a booster. On the one hand, it reduces the cost of resource acquisition and guides users to listen to books and continuously explores product value; on the other hand, it assists users in completing the acquisition of other medals.
C. Display the number of people who have obtained it, stimulate the user's desire to obtain the desire for medals
Medal Details interface, displaying the cumulative number of people who have obtained the medal, allowing users to perceive the value of the medal; at the same time, the social conformity effect stimulates users' desire to obtain medals, and then complete the system's expected user behavior.
2.2 DingTalk - Creative Medal Increases Social Interaction
DingTalk Alibaba Group specializes in communication and collaboration free mobile office platform for Chinese companies. DingTalk adds creative elements based on its own product characteristics, so that users can wear medals to make office communication more interesting. At the same time, we will introduce new users to the platform through the medal acquisition mechanism.
Below is my analysis of DingTalk medal:
A. Increase interactive fun and guide users to wear medals. Unlike getting medals, DingTalk users have increased the user's conversation interaction interest by wearing medals on the user's avatar; at the same time, it arouses the curiosity of users who do not wear medals and titles, and then ask friends for gifts. Improves the social interaction of the platform.
B. The effect of wearing medals is displayed to stimulate the desire to obtain medals. In the ‘My Medal’ interface, users can click on medals. The user’s avatar will display the effect after wearing them. In conjunction with a copy introduction under each medal, users can understand the meaning behind the medal. The humorous introduction resonates with users and further stimulates users' desire to receive medals.
2.3 Dianping —Glory Medal increases the sense of belonging
Dianping has accumulated feedback on the in-store experience reviews shared by users, assisting users in making decisions through scoring and evaluation content, reducing the cost of user selection and screening. Dianping brings users into the overall atmosphere of the product through the design of the Medal of Honor, increasing the sense of belonging.
Below is an analysis of the Dianping Glory Medal:
Honor Medal is roughly divided into three major modules - function reach, content output guidance, promotion and sharing.
through the design of the medal module, on the one hand, guides users to reach the core functions of the product, allowing users to experience product value and accumulate user pool; on the other hand, extends the user life cycle, sets different game rules for users at different levels, and meets the user exploration needs in different states.
Medal Design Analysis:
Medal Level Design, Guide continuous action,
As shown in the above figure, the store expert medal is divided into three levels, each level revolves around the same expected behavior: check the number of stores, it is easy to obtain the difficulty of users to obtain the medal. By taking a small number of operation steps, obtaining the ownership and sense of ownership of low-level medals, stimulating users to take action to complete the expected behavior and obtaining high-level medals.
progress bar guides the user to complete the task
system calculates the user's cumulative behavior data, and compares it with the expected completion time, and feedbacks the user's progress that needs to be completed. We are born without liking incomplete things, and this design pushes users to continue to accumulate expected behavior data and receive medals.
sets the medal theme to increase the stickiness of users without hierarchy. Dianping divides medals into three major themes for users under different hierarchy:
- easy to get started and get glory. Guide users to complete desired behaviors, experience product value, and solidify users' usage habits.
- Live hard and leave your footprints. Incentive active users to devote their energy, continuously produce content to provide data sources for the platform, and increase user stickiness.
- Time settles and accompanys me to grow. For old users, guide the use of merchants/group purchases/comments headlines/match channels to increase the frequency of using core functions.
design "theme medal" on the one hand meets the needs of users at different levels for medal acquisition, increases platform stickiness, and extends the user's life cycle; on the other hand, the design of the theme copy allows users to perceive their different "life states", strengthening the user's sense of belonging.
2.4 Analysis of medals
The design of medals improves the user's interest during use on the one hand, and improves user stickiness through the guidance of product functions; on the other hand, the acquisition of medals touches user emotions, and the guidance and sharing operation improves the platform's new registered user indicators.
disassembles the process nodes involved in the medal into four nodes: registration and download, expected behavior, social sharing, and friend reach. The closed-loop structure of flow is realized by connecting the modules in series. After the link is disassembled, it is your own analysis:
(1) Registration and download: Users obtain clues through friends sharing recommendations, marketing promotion and other channels to register and download the APP.
(2) Expected behavior:
① Based on product business behavior design mechanism to obtain medals, guide users to experience product functions to explore product value and complete product business indicators.
② Design challenges to users at different levels and enhance the users’ demand for medals.
③There are three influencing factors for users to achieve the desired behavior: trigger, motivation, and ability.
- trigger, obtain pop-up display through medals, expect the progress of the behavior completion, the number of people obtained, etc. to complete the trigger;
- motivation, "ownership and sense of ownership", "loss in the mind of evasion", "social influence and correlation", let users accumulate behavior and get medals;
- ability, the goal design of winning medals must match the user's ability. If the threshold for obtaining is too low, users will reduce their enthusiasm for medals because of the low value of medals; if the threshold for obtaining is too high, it will damage users' enthusiasm and cause users to give up on obtaining medals.
(3) Social Sharing: To determine whether the user makes sharing actions, you need to consider whether the sharing content meets the following conditions: increase social conversation materials, sort out personal images through personalized retelling, help others, show off for social comparison, and express emotions to highlight yourself.
(4) Friends' reach: After sharing is completed, the medal arrives in the social circle of friends. By adding a QR code to the medal display page, new users can register and download the APP. This link provides clues to the target user through the design of medal images and copywriting. The design of this link requires solving two problems of the target user: What is it? What does this medal mean? How to do it? What should I do if I want to get a medal?
3. Ranking
forms a list by stating, comparing and sorting users' related data on the platform. The ranking allows users to inform their data status and stimulate users' cumulative data to improve their ranking.
From the social relationship within the platform, the ranking list can be divided into two categories: strong social relationships and weak social relationships. Combining the existing ranking modules of existing products, strengthen social relationships and focus on online friends' social interactions, and weak social relationships and focus on motivating users to set up and achieve goals.
The following is an analysis of the functional design of the ranking list in the product:
3.1 Based on strong social relationships - WeChat Sports
WeChat Sports counts the daily steps of WeChat friends, and adds the social interaction fun of WeChat Sports by adding likes and occupying friend covers. The following is an analysis of the WeChat sports rankings:
From the design purpose, the WeChat sports rankings are displayed in real time through the daily steps of friends, allowing users to understand the friends' sports status, and improve interaction and competition among friends through interactive elements.
analyzes the information display of the ranking interface. The cover displays the cover with the largest number of steps in real time. The user's personal data is topped, and the ranking status is displayed with information cards, real-time steps and number of likes. The list page displays the user ranking order according to the number of steps currently available to the user.
From the analysis of social interaction elements, likes, users can browse the number of friends' steps, understand the status of friends' sports, and increase social interaction topics through likes; cover, users' steps will be synchronized to the data display list under the friend's sports ranking list. If the first place is in the friend's ranking list, the cover set by the user will occupy the friend's ranking cover, and the interactive fun will be added through cover occupation.
3.2 Based on weak social relationships - KEEP sports
KEEP displays the total sports duration rankings of all friends in the user's region through the total sports and newcomer list module. Unlike the WeChat sports friend rankings, the user relevance under the KEEP sports list is weak.
In terms of the elements included in the ranking list, card information displays user ranking status. Card information includes user avatar username, usage time, and the number of cheers received to show user ranking status.
From the perspective of element design, users perceive the ranking of online users’ usage time, motivate users to increase their duration on KEEP, increase their activity and increase user stickiness.
Overall, KEEP's user training time ranking list weakens ranking competition, provides users with upward goals, and guides users to increase their duration.
3.3 Analysis of rankings
rankings strengthen the competitive relationship through ranking display, putting pressure and stimulation on users. The product needs to design a ranking module that suits itself based on its own business form and the user social relationship chain carried within the product.
4. My summary of PBL
product application PBL optimizes users' experience in using the product, helping new users to guide, retention and frequency increase. However, the PBL gamification system is just an auxiliary strategy for the product. The product needs to return to the product value, improve the user's experience, and continuously provide value to the product users.
This article was originally published by @天天神天神天神天神天神天神天神天神天神天神天神天神天神天神天神天神天神天神天�
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