The topic focuses on people's eating problems, mainly the choice of eating in stores, and it is also an innovation in user experience and interactive design aimed at the experience of evaluating and recommending apps in stores such as word of mouth and public comments.
Word-of-mouth is an app recommended by a store, which focuses on food, leisure, entertainment, shopping and fitness, and basically covers all local life service industries. Users can search for specific shops and dishes to obtain basic information of merchants or browse nearby shops directly and randomly. Choose your own target store through the popularity value and favorable rate provided by word of mouth. However, the indicators are too single and inflexible, and the reference significance is not very great. Different people have different dining preferences. Some people like heavy oil and heavy salt, spicy and spicy, and some people like light and delicious, so it is not targeted enough to confuse them.
1. Before the appearance of App, people's common situations
Before the appearance of this kind of app, people always "ate blindly" when we went to the shops, and it was hard to estimate which shops were delicious and which were not, even the consumption level of the shops. Or rely on the word-of-mouth evaluation of acquaintances to predict a store, and listen to who says which store is delicious and eat it.
2. In essence, what emotional experience do people want?
aesthetic experience: we hope to find a restaurant where we can eat exquisite food with suitable dining environment and price.
Curious experience: I want to eat in a shop that I haven't tried, or I have an impulse to try a cuisine that I haven't tried
Interest experience: I want to discover the culture behind the food, the origin of history, the short story behind the name of the dish, and have an interest in the food culture
Social experience: I have the same food hobbies, make friends with others, and want to share with others after eating delicious food, and want to recommend it to others
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word of mouth app can be a restaurant picture book. Following the recommendation mode of "acquaintances" commonly used before the appearance of app, the scope of "acquaintances" is greatly expanded through internet communication, and "friends circle" is recommended to every user according to the previous dining habits of users, and it is added to the group of friends with similar hobbies, and then the feedback from the "acquaintances" in the small group is used as a reference for finding restaurants, which is more real and more suitable for their own tastes.
word of mouth app can be a food court. Comments made by people in the circle after eating are published in the circle of friends at the same time in the form of personal dynamics, which can bring fresh food information.
word-of-mouth app can be a chatty place. In leisure time, people in the circle can discuss some dishes and some shops at the same time and exchange their opinions.
1. Activity scenarios of existing app schemes
Word of mouth There are three main activity scenarios at present:
Current hunger situation: I am hungry and don't want to eat at home. Now I want to find a good and cheap restaurant to eat. At this time, it is very important to recommend quickly and accurately.
emotional experience: if you can't find a suitable store quickly, you will have a negative experience and be impatient. Under normal circumstances, there is a slight sense of satisfaction, no sense of curiosity, and no aesthetic experience.
Traveling to find food situation: I have a holiday on weekends and want to find a delicious restaurant to eat a big meal. At this time, you need to know the evaluation of various shops nearby, the type of food, price, address and other information, especially the detailed and reliable evaluation of the shops.
emotional experience: curiosity in search, aesthetic experience, no sense of accomplishment, no sense of satisfaction
after dinner, evaluate the store situation: after dinner, comment on today's meal, express your feelings, and keep it for others' reference.
Emotional experience: I have a sense of satisfaction after eating, aesthetic experience in the evaluation process, no sense of accomplishment, no curiosity and no interest, so I don't even bother to evaluate many times.
2. Analyze the emotional experience one by one
Survival experience: high frequency
In order to fill your stomach, quickly find an ordinary restaurant through the app
Curious experience: high frequency.
among them, the curiosity of actively exploring food exists, and the level of awakening is high. Negative disappointment also exists, and the level of arousal is low or high.
achievement experience: almost none.
Interest experience: The frequency of occurrence is extremely low, and it depends on the autonomy of individual exploration, and it depends on one's own exploration. There is no clear information display and guidance in the app.
attachment experience: almost none.
belonging experience: the app is all personal activities, without the concept of group and sense of belonging.
influence experience: almost no, the evaluation is only displayed on the comment pages of various stores, and there is no centralized display by individuals or sharing among groups, which cannot be aggregated into personal influence.
aesthetic experience: it occurs frequently.
the aesthetic experience, aesthetic feeling and aversion to shops and dishes may occur.
moral experience (appreciation, honor, happiness): none.
rational experience: none.
3. Put forward the innovative goal of experience.
(1) Curiosity and aesthetic experience: In addition to satiating and eliminating hunger, aesthetic experience is the reason why we love food, including color, flavor, craftsmanship, culture and so on, which are all elements worthy of aesthetic appreciation.
(2) Interest experience: Everyone likes delicious food, and people can experience a deep interest experience around all aspects of eating. Can be promoted to excavation, a large number of food to satisfy their culture, crafts, traditions, characteristics and so on.
(3) Achievement experience: sharing delicious food among friends has attracted a lot of praise. Everyone is a food blogger, posting his own news, comments and small videos, and gaining a sense of accomplishment.
(4) Social experience: Food is a good social media and an infallible topic. Everyone loves it, and everyone has something to say and want to say about it. At the same time, enjoying food is often a companion activity, so it often promotes socialization and has a rich social experience.
1. Eat on time and fill your stomach alone: It's time to eat, solve the problem of hunger, find a restaurant nearby to fill your stomach, and just get by. Motivation: solving basic needs. Expectation: mainly the survival experience, with the aesthetic experience of food that is not demanding. ?
2. Make an appointment with friends for dinner and treat yourself: if you have something happy, set aside a period of time, make an appointment with three or five friends and go out for a delicious meal to treat yourself. Motivation: Find a restaurant with beautiful environment and exquisite dishes, and give yourself a chance to enjoy it. Expectation: a very important aesthetic experience of food and a social experience of connecting feelings?
3. On the way to travel, look for local specialties: come to a strange city, visit the local specialties and feel different regional styles. Going to a new city often has a great sense of curiosity, but it is often also the most difficult time to start and the most confused about what to eat. Even some well-known specialty dishes, such as West Lake vinegar fish, are in Hangzhou, and each store is different. When walking on the road by mistake, you often can't eat the most authentic food, and you may be slaughtered, and you may misunderstand this dish. So it's best to have a friend living there. If you go to him, he can take you to eat, which is worry-free and not easy to step on thunder. Motivation: Looking for the most local cuisine, which is an indispensable part of understanding a city. Expectation: satisfy curiosity, find special food that conforms to the aesthetic taste of food, and get a sense of accomplishment after tasting the special food?
4. watch food programs and documentaries: stay at home, turn on the TV to watch food programs and documentaries, such as China on the tip of your tongue, and learn about the history and production of traditional food. Find the restaurant you want to go to, the food you want to eat, and find the opportunity to experience it after planting grass. Motivation: Understand the food culture and enrich the spare time. Expectation: aesthetic experience, interest experience, etc. ?
5. Make a circle of friends and share food: find a good shop, eat and drink enough, feel very satisfied, click to take pictures, and then make a circle of friends to share feelings and food. Motivation: sharing with friends, increasing interaction, and getting praise at the same time are even happier. ? Expectation: social experience, achievement experience, etc. ?
6. Pay attention to food bloggers and punch in online celebrity restaurant: pay attention to those who love to eat and eat on Weibo or bilibili, be recommended by them to comment and interact with them, and "follow" them to eat; Understand the new popular tricks on the internet, be fresh and keep up with the trend. Motivation: Get food information, discover novel food, and at the same time like a good friend, the favorite blogger is very kind. Expectation: curious experience and aesthetic experience, social experience.
7. talk about food? Friends chat about food experience, talk about their preferences for food, which restaurants they like to go to recently, and what interesting experiences they have to eat. Especially people with the same tastes and hobbies can become friends quickly as soon as they hit it off. Or make a new friend, ask who it is, and then often wonder what is the best in your place. Do you like spicy food? Often people from different regions can talk about food very much. For example, the topic of differences between the North and the South, whether zongzi is sweet or salty, is often discussed. Or when you meet a fellow villager in another country, you will talk about the food in your hometown, which is very loud. Motivation: relax in small talk, enhance mutual understanding, get food information, and expect: social experience; Attribution experience
After analyzing the activities of eating, the main activities worthy of innovation in Word-of-Mouth App activities are:
1. Gourmet (finding and seeing) activities, and the experience goal is aesthetic experience and curious experience.
2. Interest circle (watching, shopping and doing) activities, with the experience objectives of curiosity, interest and achievement.
3. Social circle (chat) activities, with the purpose of social experience, belonging experience, etc.
1. Aesthetic taste of food
Habitual life scene: My friend thinks I will like the delicious food and then recommends it to me. I need to find a place to record the information, or keep it in my mind, and then search for specific restaurant information when I have a chance to remember it.
analysis: sharing recommendation between friends is very reliable, but it is often a bit troublesome when sharing restaurant information, and when you want to eat, your mind is often blank
Specific function assumption: enhance the interaction between friends in the app, you can directly add the restaurant sharing function (belonging to the social circle section) in the app and share the main page of the restaurant with friends. After seeing it, friends can click to collect it into their wish list, which can be found by pulling down the homepage.
Habitual life scene: Seeing pictures of others drying their own meals in a circle of friends looks very attractive, and the environment is very good. I feel like eating when I see it.
analysis: the beautiful pictures taken by friends are a kind of visual enjoyment, which is not only attractive, but also not as official as menu pictures, which is more suitable for the actual situation and has a sense of substitution, which will greatly increase the sense of curiosity.
Specific function assumption: Print a picture of the square, changing comments from text-based to pictures-based, supplemented by text, which is more intuitive and vivid, allowing users to be interested at a glance. Everyone can send pictures of the square, with information on shops and dishes attached below. People who browse can like it, like it, and the more they like it, the higher their popularity will be, and they will be pushed up.
2. Curious experience
Habitual life situation: walking aimlessly in the street, without a clear goal, just looking pleasing to the eye and going in. There is no clear requirement, just browsing may suddenly decide which one to eat.
analysis: firstly, we will choose a nearby restaurant, depending on the name or popularity of the store, which is arbitrary.
Specific function assumption: Play the real-time information of nearby restaurants randomly on the homepage, and display the small video in the form of popularity, queuing, eating environment, eating scenes of others and so on. Swipe left and right to switch.
1. Interest experience (watching and visiting)
1. Gourmet TV mode
Specific function assumption: to create an exclusive gourmet TV by grasping the highlights of food or food-related details and stories contained in the video. Among them, there are public channels that regularly recommend and broadcast some classic food documentaries, or variety shows and TV dramas related to food, so as to deepen the enthusiasm for eating into interest. There are also personal channels, where some users shoot videos themselves to run their own channels. Users can see all kinds of food stories, food culture and so on here, some are documentary, some are funny, and some are very literary, satisfying all your preferences. Users can switch channels to watch programs with different styles of content just like watching TV at home.
2) Personalized customization mode
Specific function assumption: According to the user's viewing records, analyze and calculate the user's hobbies and preferences, and play appropriate programs for the user when he doesn't know what to watch. If you don't like it, or you suddenly want to see the theme of food, you can write down the theme and submit it. After receiving the manuscript, a food video will be customized for you.
2. Achievement experience (doing)
1. Model temptation mode
Seeing that others are also taking photos, but they have taken beautiful photos and videos, they will be eager to try and want to try. It's best to learn simple, quick and easy methods. Analysis: Temptation is the fuse, simplicity is the key, and the final into the pit can be achieved.
Specific function assumption: There is a special channel for beginners. Users who have just started making videos can contribute their own videos to this channel, and when the video is played, it will show which works the producer has made. Users can choose "do it with him" if they like. There will be a specific operation process in the TV background, which divides video production into simple steps and also provides video templates, which are simple to get started, quick to get started and excellent in results. Video is not limited in duration, it can be a video comment after a meal, or a collection of food and drink for a trip to a city. After the production is completed, you can contribute.
3) growth mode?
Video production always never comes to the meeting, from skilled to skilled, from professional to professional, especially in the initial stage, if you don't see progress, you won't have the motivation, which will easily lead to giving up. Analysis: The growth mode should be divided into reasonable growth levels, so that producers can constantly see their own progress, so as to drive the next growth and start a virtuous circle
Specific function assumption: according to the video broadcast volume and popularity, the producers of novice radio stations will be awarded grade medals, and when they get the top ten favorite producers or top producers' medals, they can open their own channels and be promoted to channel owners, and their own channels will make their own decisions.
2) Fans &; Leading others mode:
It is often very proud to gain others' watching, praise and attention, and you can see your popularity. Having your own fans is more