Device: iPhone7plus?

Version: Alipay 9. 14.200

order

? Xiaomei Orchard is a virtual fruit tree planting game launched by Meituan APP. After the fruit is ripe, players can receive the real fruit presented by the platform. Xiaomei orchard mainly depends on water drops, and needs fertilization in the later stage. This game is similar to Duoduo Orchard, which aims to improve the user's stickiness. The author will use addiction model to analyze and feedback Xiaomei Orchard, and give some suggestions.

? According to Neil Eyal and Ryan Hoover's Addiction: Four Product Logics for Users to Form Habits, the basic design principles behind many Internet products and services make users form habits and even become addicted. The addiction model is divided into four stages: trigger, action, variable reward and investment. Using this model will be an effective way for you to promote users' dependence on products. The four stages are in an orderly cycle, constantly involving user resources.

The trigger is to remind the user to turn on the alarm clock of Xiaomei Orchard. A good trigger reminder can improve the opening probability of Xiaomei Orchard.

A. New user trigger: During the internal test, it was not promoted through advertisements, new media, etc. At present, we only rely on interpersonal relationships as a trigger. For example, it is shared by WeChat (social type) and invited by WeChat to plant trees (feedback type)

B. Old user trigger: messages are not pushed in the form of pop-ups or reminders. Keep only "Remind to drink water" (social type)

Users operate at a fixed time according to the rules of the game. Sign in and open the treasure chest

Summary: The coverage of trigger types is not wide, mainly shared trigger and user internal trigger. We say that when a product is closely related to your thoughts, emotions or existing routine activities, it must be an internal trigger at work. Therefore, internal triggers are extremely dependent on the user's emotions.

Stones from other mountains: ant forest products, widely covered by external triggers. Because Alipay itself has social attributes, it has a relative advantage in social triggering. Secondly, Alipay's homepage defaults to the ANT FOREST module, reminding users to trigger the energy state at all times and guiding users to act. Finally, and most importantly, ANT FOREST aroused users' emotions at the internal trigger level. Because energy can be stolen and disappear by itself, users instinctively need to protect and collect energy balls in time when they know that their interests are damaged.

Suggestion:

1. Add in-app reminder function. High-frequency reminder triggers users to enter Xiaomei Orchard.

2. Increase gameplay and stimulate users' emotions. Reference: stealing guidance, not paying attention to hygiene, gambling, etc.

take for example

A. stolen water drops/kettles

B. Hygienic environment of damaged orchards (defecation, smoke generation, release of pests, affecting crop growth)

C. Gambling (for example, if the user puts in 10 drop of water, he will get 30 drops of water on time after 3 hours, and lose 10 drop of water if he misses the time).

The behavior model can be expressed by a formula, that is, B=MAT. B stands for behavior, m stands for motivation, a stands for ability, and t stands for trigger. Motivation, ability and trigger are indispensable for a person to complete a specific behavior. Otherwise, people can't cross the "action line", that is, they won't do something. As the trigger just said, now let's talk about motivation and ability.

The apparent demand of users is to get a box of free fruit. We know that according to Maslow's demand model, most users are not at the level of physiological needs (food and water). In a modern society with no worries about food and clothing, why should we pursue the gift of fruit for tens of dollars? This is undoubtedly a slap in the face for Maslow. We must first understand what a box of fruit means in our home! Can it be the basic material for us to settle down? I can't. Maybe your fruit is bad, and you will throw it away without hesitation. Although users don't live on a box of fruit, getting fruit can make users happy. The author believes that the deep motivation of users is not fruit, but the happiness brought by fruit. This happiness comes from being respected as a consumer. Imagine that you get free juice from a promoter in a shopping mall. When you accept fruit juice, you will feel respected by others, which is a high-level demand. Therefore, the user's motivation, as an emotional response, is to pursue social identity and escape social exclusion.

Summary: We say that there are only three motives for action: pursuing happiness and avoiding pain; Pursue hope and avoid fear; Pursue identification and avoid rejection. The more you can satisfy the emotional "happiness" of users, the easier it is for users to accept the trigger and take action.

Stones from Other Mountains: ANT FOREST's user motives are more diversified. What emotions can users get after receiving energy? First of all, users protect their energy from being collected by others, which makes users feel happy. Secondly, ANT FOREST's social relationships give users a sense of belonging. Thirdly, by continuously collecting energy and planting trees, users can take the lead in the rankings and be satisfied with their self-esteem. Finally, the user's motivation is to plant Haloxylon ammodendron in the desert, to do public welfare and environmental protection, to contribute to the cause of national defense and sand control, and finally to achieve emotional self-identity. This is the happiness, hope and recognition that users get from ANT FOREST products.

Suggestion:

1. Develop a higher-level motivation for users' self-realization needs, and make the motivation more magical. How to be a valuable person, from myself to society.

2. Meet users' security needs, increase users' interactive functions, rank the functions, and meet different increasing motives.

Whether the user has the ability required by the task is the basic condition for the user to participate frequently.

An active class (sign in to send water drops and open the treasure box for three meals)

Although users have basic initiative ability, the time setting is too complicated for users to understand.

Consumer Category (Takeaway Order)

The original intention of product design is to enhance activity. Although take-away is the most frequent consumption scene in Meituan's ecology, it is not what users need every day and has a certain cost. On the other hand, users may be hierarchical, and paying (ordering) users obviously get more resources than non-paying users, lacking a relatively fair game environment. The participation cost is high and the user's ability is weak.

C sharing class (sharing invitation, reminding watering)

We know the fission psychology of users: egoism and altruism. By sharing others, users get water drops and fertilizer themselves, and others get the opportunity to participate in free fruit picking, which obviously achieves the goal of self-interest and altruism. But there is another hidden meaning. I'm doing a task for a box of free fruit. The implied meaning is "I am a greedy person". A person's pictogram is good or bad, which affects social resources. Everyone is trying to maintain their social image, but this hidden mental burden will reduce the enthusiasm of users to share. Fission is a classic case, such as I Draw You Guess and My Constellation. This sharing activity is easy to break out. Egoism is manifested in making others think that I am an interesting person, which is conducive to the establishment of my social image.

Summary: The author judges the level of ability according to the attributes of time, money, physical strength, brain power, social deviation and originality. As mentioned above, users' demand for free fruit is a demand that is respected by others (through their own efforts), not a necessary basic physiological demand. What users finally get is an emotional happiness, not as simple as how much money they spend. Users can judge the relationship between the obtained costs and benefits, and may be abandoned if they exceed their capacity. The author believes that Xiaomei Orchard seems to be a simple user task, but it is actually very difficult at the specific implementation level of users.

Stones from other mountains:

1, ANT FOREST, energy acquisition is divided into energy generation+energy collection. The generation of energy depends on the offline consumption and movement of users, which are inevitable in the daily life of normal users, with only a few differences. At this level, the original cost of obtaining energy for users is almost zero, and there is almost no ability requirement for users, but users have obvious investment psychology. Even for offline consumption, there is no cost for users to change payment methods.

2, let's talk about energy collection, exercise ability is collected the next morning, and the time is relatively fixed. Energy consumption (after 24 hours) can be considered almost random, and the user's memory burden is relatively light.

3. In inviting users, ANT FOREST itself is positioned as a public welfare project, and users have no psychological burden in sharing. Public welfare will only increase the personal positive impact of users, and public welfare has an important pulling effect on sharing in a certain sense.

Suggestion:

Reduce that acquisition cost of a single water drop and improve the utilization rate of users.

1, daily tasks, giving away water drops for free, replacing them with user steps, riding in mobike and other ways to get water drops. Lower the threshold, let everyone participate, and avoid the actual lack of input by users.

2, active task, users can get water droplets through relatively simple in-station tasks. In-station tasks, such as browsing the shops in the app and placing orders, can be used as integral items, and the water droplets actually received by users increase after placing orders. As a task item, the difficulty should be reduced as much as possible.

3. Pull new tasks, such as: Guess what I am planting? Users share their fruits. Other users guess that if many people guess, sharing users can plant their own fruits into trees, and if they guess wrong, they need to draw again.

4. Ensure that users can get resources fairly, paying users and non-paying users are on the same platform, and users can get more resources through some activities.

5, there is no user relationship, and social interaction depends on WeChat. This undoubtedly increases the cost of users. It is suggested to match the address book of mobile phone users, or people involved nearby, and establish a game social network.

6. In the result stage, the user needs watering to complete the progress, and the progress is 100%. The energy consumption per watering is 10g, and the decrease rate is 0.2 1%. In order to complete the whole result stage, users need to water 476 times and consume 4760 grams of energy. It's really hard for people to keep repeating the boring entertainment mode.

? Reward is the result reward that users get after putting into action, and the reward with single and low taste is not attractive enough. The changeable reward is not equal to the demand, and meeting the demand beyond expectations can stimulate users to use high frequency. At present, the reward of Xiaomei Orchard only includes fruit.

Stones from other mountains:

ANT FOREST social rewards, in ANT FOREST, users can get interpersonal rewards by interacting with others (such as watering, barrage, giving cards, planting, etc.). By maintaining this relationship, we can gain the emotional harvest of being accepted, recognized, valued and loved in the interpersonal network. Rewarding prey, for modern society, food and other necessities are enough, but basic needs are no longer hard to find. Haloxylon ammodendron, the cost price is only a few yuan. For a user, it is very expensive to buy a tree and plant it in the frontier thousands of miles away, as well as the later maintenance cost. Environmental protection is a national formula, especially in China, which is short of water resources, especially in the north. Combating desertification is the will of the country and the demand of everyone. Haloxylon ammodendron seems cheap, but the value it is endowed with is actually an extremely scarce resource. ANT FOREST provided a variety of trees except Haloxylon ammodendron, which ensured the variety of rewards and met the demand for personalized rewards. Self-reward, driven by the goal of planting trees, users will continue to collect energy. Day after day, from Haloxylon ammodendron to Populus euphratica, this collection process brings great satisfaction. Self-reward is the core competitiveness of ANT FOREST, and this sense of self-satisfaction also includes personal contribution to society and participation in national projects to combat desertification.

Suggestion: increase the types of netizen interaction and suggest emotional connection; Increase the leaderboard and enhance the user's self-worth.

Cultivate loyal users through users' investment in products. It is an important means to prevent users from deviating by requiring users to accumulate value in constant actions and guiding users to continue to invest. In Xiaomei Orchard, user input includes active input. Users spend more time punching and opening treasure boxes on their own initiative on the platform. Secondly, social engagement, users consume their social resources by sharing, watering and inviting other WeChat users. Finally, users get water droplets by ordering US group takeout, which consumes the actual money value.

Summary: In terms of input, the user's imaginary input is generally greater than the actual input. This includes the emotional value consumed by users in the voting process. How to make users give emotional value in the investment process and maximize the actual investment of users.

Stones from other mountains:

In ANT FOREST, first of all, the value paid by offline users includes offline payment, walking time and so on. In order to accumulate energy, users take the initiative to pay for it, which has more psychological value. For example, losing weight is nothing more than eating less, but in the hearts of girls, they have worked hard. Secondly, in the process of receiving goods, users frequently monitor online and use accelerators and protective covers to ensure that energy is not stolen. Third, the interaction between users produces input. If you accept others' watering, you should also water others to show your respect. Emotional input, users insist on getting a real Haloxylon ammodendron tree for hundreds of days, which is self-evident to users compared with getting a bag of fruit during the day.

Suggestion:

1. Increase the emotional input of users on the basis of lowering the ability threshold. Such as naming trees, pruning branches, pests and diseases, weeding, fruit bagging, anti-theft appliances and so on.