In the process of exploring "the idea of productized design of the venue", there are some thoughts and precipitations. The following articles mainly include:
Why guide activity design with the idea of "productization"?
How should the "productization" of the event venue be done?
1. Why guide the design of the event venue with the idea of "productization"?
Different from the inherent page, e-commerce activities present three major characteristics:
(1) Short online time
Generally, it only goes online for 1-2 weeks, and especially large-scale events such as Double 11 and 618 may last for a month.
(2) Strong explosive power and great discounts
Compared with ordinary e-commerce pages, the activities are concentrated with great discounts, and the explosive power is very strong. Some excellent activities can bring good sales results.
(3) Strong operation orientation
Activities need to integrate resources, have a strong sales purpose, and have strong operational attributes;
The planning of the event basically determines the skeleton of the event.
Many small activities do not involve interaction designers or product managers, which also leads to the "product-oriented" iteration ideas that are easily overlooked. For many small-scale activities I have been exposed to, the brief design process is as follows:
In the above process, the iterative ideas and overall precipitation are relatively weak. When the second phase of the event is planned, the responsible operation may leave, and the designer may change. Without the awareness of "productized" iteration, it is difficult to gain experience from the last activity and cannot be further improved.
The design status of e-commerce event venues mainly has two characteristics:
Most of the activities lack previous precipitation, and the design lacks guidance;
The competition of activities is becoming more and more exciting. If you want to stand out, you need to design "detailed polishing" instead of following the original "simple and rough" routine.
Therefore, in order to create high-quality activities, it is necessary to have iterative product ideas. The bigger the campaign, the more important the product idea is
2. How to "productize" the event venue?
In many venue design practices, I have summarized 6 steps:
Step 1: Clarify the core purpose
Clarify the core purpose of the activity, and dismantle the goal in detail from all dimensions.
The fundamental purpose of the activity generally does not change much. Before designing, we need to clarify why the activity exists and what value it can bring to the user/merchant/platform. Only in this way can it be ensured that it will not deviate from the core during execution and fundamentally ensure the continuity of activities.
Taking "Jingdong 618" as an example, as a huge shopping festival, for different roles, the purpose of the event is roughly as follows:
Step 2: Sort out the core power points
From the short-term, medium-term, and long-term dimensions, sort out the core power points.
In the event design, sometimes I want to do some interesting designs, but there are always some restrictions in the process of landing, and many contents cannot be realized. Coupled with the uncertainty of the event itself, there are many changes from the initial planning to the final launch. In this case, how to ensure that the alternatives will also achieve the goal?
In practice, I usually sort out the core strengths of the "short-term", "mid-term" and "long-term" stages on the basis of the general direction, and categorize the things I want to do. For example, in the "long-term" column, a bold attempt cannot be achieved. Consider splitting it into achievable "medium-term" & "short-term" power points for verification first. If after verification, it is found that the long-term direction is correct, then move on to the "long-term" strategy. In this way, the design will not be abandoned because it cannot be realized, and it can also ensure that it does not deviate from the general direction.
Step3: Collect experience questions
Collect past activity experience questions and sort out the list of questions.
If the event is held multiple times, there will generally be documents deposited, such as design walk-through reports, user research reports, etc. After sorting out the experience problems, you will find that some problems cannot be solved on a single page, and the link experience needs to be optimized.
In this way, it can help us jump out of a single page, have a more global view, and gain a clearer understanding of the entire project. If your page does not precipitate, don't worry, you can start from this time, record the problems you find, and try to solve them in later designs.
For the list of questions, the following classifications are suggested:
Step4: Design refinement
Design around "targets & power points & problem tables", and try to implement them as much as possible; pay attention to planning verification points & key indicators in advance.
In the design process, always focus on the "target" in Step1 and the "power point" in Step2, and pay attention to the "problem table" in Step3 to ensure that the design output can reach the pre-targeted, and ensure that the design is not superficial. some depth.
In addition, it is necessary to pay attention to the problems to be verified in advance and think about the verification ideas. For problems that require qualitative verification, I usually sort out the concerns first, and discuss the appropriate verification method with my fellow students. For problems that require quantitative verification, I usually plan the observation b2b data indicators in advance, and communicate with the operation to ensure that there is data to see in the future. This avoids aimless design, not knowing if the outcome will be good or bad.
Step5: Design Verification
After going online, quickly respond to and solve some problems; at the same time, pay attention to keep screenshots, data, and user research feedback to verify your ideas.
After the event goes live, pay attention to collecting opinions from all parties. For easy-to-solve problems, you can quickly iterate online. Pay attention to retain online page screenshots, page data, user research results, etc., to facilitate the verification of ideas, output corresponding conclusions, and guide the next design.
Step6: Overall review
Review this activity, adjust the iterative ideas, and prepare for the next design.
First of all, see if the "purpose" and "power point" are achieved, and if you find that the direction is off, correct it in time.
Second, review the "Issue List" to cross off the resolved issues and add emerging issues.
Thirdly, for the problems to be verified, analyze various feedback & data, and precipitate conclusions with guiding value.
The above are the 6 steps of the iterative idea of "productization" of venue design. Continuous cycle precipitation in the design can help improve the quality of venue design and create high-quality events.
write at the end
The above are all preliminary thoughts on "product design of e-commerce event venues", and there are still many imperfections. Welcome to criticize and correct. I am still exploring, and welcome to discuss and learn from each other.
Thank you for your patience in reading,