The main user group positioning of Qunar Raiders is very clear: the tourism goal is clear. This is a mode of designing travel apps according to user groups (users with clear goals, users with vague goals and users without goals).
For users with clear goals, the focus of such users on products is mainly efficiency and quality. Efficiency means that users can quickly find what they want; Quality, high content quality, great relevance, can satisfy users.
Therefore, for such users, app design must meet two principles: one is to reduce the operation steps as much as possible, and the other is to improve the content quality as much as possible. Where to go Raiders app has done a good job in this respect, which basically conforms to these two principles. However, there are obvious limitations, that is, users with vague and aimless goals cannot be guided and transformed efficiently, and at the same time, they lack effective attraction and low user loyalty. The Qunar Raiders Edition sacrifices the needs of these two types of user groups (Qunar app meets the needs of these two types of user groups) to meet the rigid needs of users with clear goals. Once such users get into the habit, they will have high loyalty. Let's do some analysis on the design of the Raiders app.
First, open the app, and directly display all the information that users need to consider and prepare for a trip according to the positioning, such as local attractions, hotels, food, shopping, travel guides, travel notes, tickets, etc., to form a perfect closed-loop experience. Simple operation, concise page and related content. Functions are user-generated content. This is very attractive to users with clear goals, avoiding spending time searching for information elsewhere, but it also hides great risks. Where to go is bound to strengthen the review of original content and ensure the authenticity and quality of the content. Once such users find that their content has no reference value, their loyalty to this software will be greatly reduced, even disastrous.
Secondly, if you want to travel, you only need to do one step: choose a place. It will present what the user wants. "One-step convenience" captures the G-point of targeted user groups. However, in order to improve the conversion rate, it is suggested that the two products, Qunar and Qunar Raiders, must be opened in two directions (for example, through entrance guidance), covering all user groups, forming user conversion between the two products, and minimizing user loss.
Vertical development is the trend of the future. From extensive to fine is the embodiment of people's pursuit of quality. Just like towering trees, the reason why they grow so amazingly depends on the spreading roots. In the Internet era, the development of vertical fields is like the spread of roots, which nourishes the development of the Internet towards a higher goal.
However, if users can be refined according to the field itself while refining in various fields, the organic combination of the two may bring better experience to users.