The topic focuses on people's eating problems, mainly the choice of eating in stores, and also the user experience and interactive design innovation aimed at the experience problems of evaluating and recommending apps in stores like "word of mouth" and "public comment".
Word-of-mouth is an app recommended by a store, which focuses on food, taking into account 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, people's common situations before App appeared.
Before the emergence of this kind of app, people were "blindly eating" when we went to the store to eat. It was all about trying to find out which stores were delicious and which ones were unpalatable, and even the consumption level of the stores was difficult to estimate. 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 suitable price.
Curious experience: I want to eat a shop that I have never tried, or I have an impulse to try a restaurant that I have never tried.
Interest experience: dig up 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: having the same food hobbies, eating and making friends, eating delicious food will make you want to share it with others and recommend it to others.
3. Redefine: Word of Mouth app
Word of mouth app can be a gathering place for food lovers.
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 chat room. 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
There are three main activity situations of word of mouth:
Situation: I'm hungry and don't want to eat at home. Now I want to find a good and cheap shop 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.
Travel to find food situation: I want to find a delicious shop to eat a big meal on weekends. 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, sense of accomplishment and satisfaction.
Evaluate the situation of the store after the meal: After the meal, comment on today's meal, express your feelings, and keep it for others' reference.
Emotional experience: there is a sense of satisfaction after eating, aesthetic experience in the evaluation process, no sense of accomplishment, no curiosity and no interest, so many times I don't even bother to evaluate.
2. Analyze emotional experience one by one.
Survival experience: high frequency of occurrence
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, depending on the autonomy of personal exploration, and it is entirely up to you to explore. There is no clear information display guidance in the app.
Attachment experience: almost none.
Attribution experience: app is all personal activities, without the concept of group and sense of belonging.
Influence experience: almost none, the evaluation is only scattered on the comment pages of various stores, and there is no individual centralized display, or shared among groups, which cannot be aggregated into personal influence.
Aesthetic experience: It occurs frequently.
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, fragrance, 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 dynamics, comments and small videos to gain a sense of accomplishment.
(4) Social experience: Food is a good social media, and it is 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 live. Motivation: solving basic needs. Expectation: mainly the survival experience, with the aesthetic experience of food that is not demanding. ?
2. Have dinner with friends and treat yourself: If you have something happy, take a break, make an appointment with three or five friends, go out for a delicious meal and 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. Send a circle of friends to share food: find a good shop, eat and drink enough, feel very satisfied, take photos, and then send a circle of friends to share feelings and share 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 in 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, food (find, see) activities, the experience goal is aesthetic experience and curious experience.
2. Interest circle (see, stroll, do) activities, and the experience objectives are curiosity experience, interest experience, achievement experience, etc.
3, social circle (chat) activities, the purpose of experience is social experience, belonging experience, etc.
1, food aesthetics
Habitual life scene: my friend thinks I will like it after eating delicious food. 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 to share and record restaurant information, and when you want to eat, your mind is often blank for a while.
Specific function assumption: to enhance the interaction between friends in the app, you can directly add the restaurant sharing function (belonging to the social circle section) inside 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 in line with the actual situation and has a sense of substitution, which will greatly increase the sense of curiosity.
Specific function assumption: Print the picture square, change the comments from text-based to pictures-based, supplemented by text, which is more intuitive and vivid, and allows users to be very interested at a glance. Everyone can send pictures of the print 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: First, we will choose a nearby restaurant, depending on the name or popularity of the store, which is arbitrary.
Specific function assumption: randomly play the real-time information of nearby restaurants 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 (see, stroll)
1) gourmet TV mode
Specific function assumption: Grasping the abundant information contained in the video, showing food or food-related details and more complete highlights of the story, and creating an exclusive food TV. 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 pictures, but they have taken beautiful photos and videos, I will be eager to try and want to try my hand. 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 that is a novice channel. Users who have just started making videos can submit 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 will never attend 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 and it will easily lead to giving up. Analysis: The growth mode should be divided into reasonable growth levels, so that producers can constantly see their progress, thus driving the next growth and opening a virtuous circle.
Specific function assumption: Give rank medals to the producers of novice radio stations according to the amount of video broadcast and popularity, and when you get the medal of top ten producers or top producers, you can open your own channel and be promoted to channel owner, so you don't need to contribute any more, and your own channel will make its own decisions.
2) Fans are after &; Leading others mode:
It is often very proud to gain others' watching, praise and attention, and you can see your popularity. Not to mention having your own fans. Analysis: The key lies in the visualization of achievements and reducing the frustration of no one paying attention.
Specific function assumption: each viewer will receive ten roses after logging in every day, and must send five roses on the novice channel to express their appreciation before entering other channels to watch other programs and send flowers for other programs. Video up owners can see the roses they receive every day and the producers who are ahead of the whole TV station. Every week, the top ten producers and the top ten new producers who are most loved by fans this week will be selected.
1, belonging experience
1) gourmet tribe mode
Food and love can't be disappointed. Food is a topic that can never go wrong. A group of people can discuss food together to enhance their feelings and get a lot of food information. Analysis: The key to the tribe is to find the same point, and the tribe can only survive if it is constantly updated and active. Doing something with people who have the same hobbies has both a sense of belonging and a sense of accomplishment.
Specific functional assumption: Recommend corresponding food tribes for you according to your eating habits, such as hot pot tribe. Like a fan group, people who love hot pot gather in this gourmet tribe. As individuals, you can chat and recommend hot pot restaurants, hot pot seasonings and so on. At the same time, as a collective, people who love hot pot have the most say in hot pot. We can "speak for hot pot" and organize activities related to hot pot. For example, we can go to the public platform to initiate discussion topics related to hot pot, go to the food TV*** to run a "hot pot channel" and vote for 20 hot pot restaurants on a regular basis. Doing something meaningful with people who have the same hobbies has both a sense of belonging and a sense of accomplishment.
2) There can be role-playing mode, growth ladder mode and reward mode within the tribe.
If there is management within the tribe, there must be a division of labor. Each tribe has a disciplinary Committee, a topic department, a list department and so on, and there are certain rules and regulations. When you finish something with the group, you can get a hot pot hero medal. Adopt the growth ladder mode to maintain the enthusiasm of users, and you can get medals continuously by continuous participation.
2. Social experience
1) topic PK mode
PK topics may be about regional differences, gender differences, and so on, such as whether tofu pudding is sweet or salty? Speak with data. The aroused desire to win or lose urges you to share it with your friends to comment. The final result is not only a kind of entertainment that brings a sense of accomplishment, but also allows us to know the choices of most people. Analysis: PK has a sense of victory and defeat, which can arouse users' interest, and the operation of clicking support is simple, and at the same time it has a sense of participation.
Specific function assumption: the topic of pk is announced at 7: 00 every day, and then users can browse the past and praise the position of the party they support. After the praise, it means that you are interested in this topic, and the discussion below will be automatically launched, which can be browsed or published.
3. Achievement experience
1) gourmet guide mode
Common life scenes: 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.
Analysis: There are too many unfamiliar things in the process of traveling. In order to find a satisfactory experience in a short time, we need not only a scenic spot guide, but also a food guide. It is also a great sense of accomplishment for local people to be lucky enough to be a tour guide in their hometown.
Specific function assumption: launch the tourism situation module. Make full use of the life experience of local foodies for many years, and you can recruit foodies as local food guides. Several tourists who are online in real time and several locals randomly form a group chat and enter a chat table. If people in group chat find the content interesting and helpful, they will automatically become friends with each other after chatting. If you feel that the experience is poor, you can quit the chat and re-match the food guide.
2) Role-playing mode
Divided into tourists and locals (so-called food guides), they play the roles of helpers and helpers respectively. Later, when the previous tour guides travel to the tourist's city, they can exchange roles and get reverse help.
3) Growth ladder &; Reward mode:
A score will be set for food guides. The initial score is 70 points. Every time you get a satisfactory evaluation, you will get a general evaluation plus 0.5 points. Every time a helper withdraws early, you will get 0.5 points. According to the score, you will be divided into primary food guides, then intermediate, advanced, master and so on. Food guides will also have the opportunity to get tasting rewards from local shops, so as to enrich their experience and better mobilize their enthusiasm.
Preliminary planning: food court, entertainment circle, interactive circle and my home page. Preliminary ideas are as follows:
Food court plate? First of all, I have my wish list and dinner appointment reminder at the top, which is convenient for me to check at the first time. Secondly, there are mainly displays of various food shops, with restaurants as the main body, pushing some restaurants with high scores, including the scrolling of new stores, new dishes and signature dishes, real-time video introduction of shops and personalized recommendation. This section is aimed at the survival experience. At the same time, you can also search for a specific dish and a store name, and you will get relevant store information, food strategies, food documentaries, etc., so that you can not only know what you want to know, but also get extra gains.
Interest section? Divided into friends circle and food TV station, friends circle can see what friends are eating. Everyone's evaluation will be synchronized here in the form of personal dynamics. The forms of dynamic (that is, comments) display can include words, pictures and small videos, among which pictures are the main ones, and they can like and comment on each other. There are all kinds of food videos in the food TV station. You can browse them to your heart's content or make your own videos. If you have a topic that you are particularly interested in, you can also contribute, and after being adopted, there will be customized videos.
Interactive circle plate? It is divided into topic discussion, travel pairing, private chat with friends, and tribal group chat. Friends who are friends with each other can interact and chat, and they can share the shop with friends at any time and make an appointment. There are many interesting topics every day, each topic has a pk, you can participate in pk, and further browse and participate in the discussion; Tribal group chat allows you to find like-minded people, form a small group, chat with each other and do things together; There is also the tourist information office. According to the positioning, choose whether you are a tourist or a local aborigine, and then discuss in pairs randomly. If you feel unhappy, you can quit and re-pair randomly.
My plate? You can find basic information, medal racks and eating diaries in my section. According to the evaluation times, helping tourists and completing tasks, making videos, etc., you can get different medals, and correspondingly unlock different photo filters and video templates, which has higher power in participating in PK. You can also see what you have eaten recently, where and with whom in the eating diary, as a kind of life record.
(1) The main process of greedy foraging: open the App. There is a wish list at the top. After it is expanded, it is a list of shops and vegetables I want to eat and their basic information. Click it to enter the shop homepage. The following is a reminder of an appointment. If there is a better meal before, it will remind friends of the time, place and appointment. At the bottom is the random recommendation of nearby restaurants. You can see their real-time information and swipe left and right to switch.
Text interaction process and object: App opens > Gourmet home page, there is no dinner today, so I'll probably glance at the push of the rolling new restaurant, and if I'm not particularly interested, I'll order a happy wish list > Wish list has many shops that planted grass before, each of which is marked with the current business status and distance in real time. Click to select the nearest shop with vacancies > Enter the main page of the store, and there is a detailed introduction of the store, including special dishes, package combinations, store stories, etc. At the same time, you can also reserve seats, order food in advance and other functions, and click the drop-down sign at the bottom > Drop-down shows the store map and the route to the store, and you can find it quickly along the instructions of the map. After entering the restaurant, the food will be served immediately and the meal will begin.
2. The main situation of the interactive circle.
(1) Secondary process of private chat with friends: find a new store on word of mouth, and it is very good after eating. Open the App to select the interactive circle, enter the private chat page of friends, arrange the good friends who care about each other into a list according to the heat of interaction, find the friends who want to share, and click to enter the dialog box. Click the plus button of the sharing store, which shows the store you have eaten recently. Select this one to recommend her the store link and return to the chat box. You can talk to him about your shared feelings. For example, I tried this store with XXX and found out what was great about him, what was delicious, what was the special taste, and by the way, I would like to make an appointment to eat again one day. If the time is agreed, a reminder will be set.
Text interaction process and object: App opens > Interactive circle > Private chat with friends > Friend dialog box > Share the store > Chat, make an appointment for dinner > Set reminders
(2) Travel Pairing Secondary Process 1: Open the app on the way to find a food guide, come to the travel pairing page, randomly start pairing for you according to the regional system, wait for about 5 seconds, and then successfully enter the dialog box to chat. One * * * five people, including one or two local senior foodies, can introduce themselves first, and then start asking about any delicious shops near any scenic spots and streets. If I want to eat authentic XXX dishes, do you have any recommendations? If I feel that the chat is pleasant, I can click the chat happy button, and then I will automatically be friends with the people in the chat group, so as to facilitate the chat in the future. If the chat is unpleasant, you can click the exit button and quit at any time.
Text interaction process and object: open the home page > Enter the interactive circle > Enter the chat page, with friends' messages, tribal group chats and food guides, and click on the food guide > Select user role tourists >; Select the destination > Enter the chat interface and start a free chat > Select exit before the chat ends or jump out of the evaluation button after the chat ends, and select the satisfaction button or the general button.
Secondary process 2 of tourism pairing: I am a foodie and a tourist lover myself. During the period when there is no travel, I will open the app, enter the tourism pairing page, select the local foodie identity, conduct identity verification (only after I have reached a certain experience value of foodie), and then randomly pair tourists who come to my city to help them answer some food questions after introducing myself. In the process, I can get to know tourists from all over the world and hear some interesting things. If I have a good chat, I can be friends in the future. At the same time, you can continue to improve your experience value by receiving pleasant praise from chatting. In the future, as a tourist, you can give priority to matching and pairing better tour guides.
Text interaction process and object: open the home page > Enter the interactive circle > Enter the chat page, with friends' messages, tribal group chats and food guides, and click on the food guide > Choose local foodies, your own region > Wait for the system to automatically authenticate, and randomly match > Enter the chat interface and start a free chat > Select exit or chat happy button before the chat is over.
(3) The main flow of topic discussion: In my spare time, I open the topic discussion in the interactive circle to choose the classified drinks and desserts that I am interested in. There is a pk column at the top. Today's topic is whether milk tea tastes good cold or hot. At present, it is 200 votes 130. I cast my own vote casually, and I will get the final result score of pk at eleven o'clock every day, but it will be sent to my message page later. After voting, the discussion page was automatically launched, in which everyone talked about their hobbies, not only about hot and cold, but also about brands and ingredients. I felt the same way. I praised them and couldn't help but express my own opinions. I also wanted to try others' recommendations and suggestions. So I collected this discussion and kept it for future updates.
Text interaction process and object: open the home page > Enter the interactive circle > Enter the PK discussion, choose the categories of interest, such as staple food, dessert and so on > Browse PK topics > Support position > Browse the discussion > Like comments and express what you want to say > Collection discussion > Put this topic away and continue to browse other topics.
1. Friends chat privately about the meal process
2. Food guide random group chat process
3.PK topic discussion process
High-definition interface renderings:
After half a semester's study, I found that although the course is called interface design, the course brings me more thinking and learning than interface. It allows us to start from the life scene, user behavior and emotional experience, and then classify them, and then discuss the innovation of the mode in the app, and finally enter the design of the plate and interface. I suddenly realized that in fact, many designs are like this. The finished product is just the tip of the iceberg, and there are many unknown research and ideas behind it. Only from the user's point of view, systematic and comprehensive analysis, step by step, the final results can come naturally and satisfy users. Thanks to the teacher's guidance, I will definitely not forget to teach and design with heart in the future.