Taobao App is a shopping application, which helps all of us to buy almost everything without leaving home, saving time and making choices easily. Taobao covers almost all fields of goods, even not only material, which means that no matter what you want to buy, as long as there is, I will send it to you.
before app appeared, what were people's common activity situations?
before this kind of App appeared, people's shopping activities were like this: if they needed to buy something, they would go to the corresponding store to buy it. Different items might need to go to different places, and we always planned our own route before buying it.
in essence, what kind of emotional experience do people want?
Looking at the essence through phenomena, people's shopping activities may expect to get aesthetic experience of goods, then social experience, as well as curiosity, interest, achievement and other experiences. Aesthetic experience: Take clothing shopping as an example, sometimes a good-looking coat needs a pair of suitable pants or shoes to highlight the highlight of this coat, so the matching problem will confuse many people. Social experience, interest and curious experience. It is very successful to share the buyer's show of people who know how to match. With the enthusiasm and interest of idiots who are gorgeous and curious, people get approval for drying all kinds of clothes, and so on. At present, the matching circle of ordinary people is obviously ignored.
Redefinition: Taobao App
Taobao App may be my matching consultant, or my sharing circle, or my tutor, or both. Matching consultant: provide me with the most ideal matching advice so that I can go out beautifully every day. Experience is to solve the aesthetic needs of collocation. Match sharing circle: match doubts and answers, match idiots and match people to get what they need. People who share collocation can get praise or consultation from others, and gain a sense of accomplishment and satisfaction. Matching tutor: provide corresponding matching courses and choose courses that suit you.
1. Activity scenarios of existing App schemes.
? The main activity situations are as follows:
(1) Helpless situation: I have no clothes to wear, so I find a shop and choose the one I want to buy. The incidence is high and important. Emotional experience: complete satisfaction, no aesthetic experience, no curiosity and interest, no achievement.
(2) Self-help situation: I suddenly see a nice dress, and it doesn't fit my pants after buying it. High frequency and importance. Emotional experience: poor satisfaction, no aesthetic curiosity and no achievement.
(3) Curiosity-seeking situation: Seeing a good match of friends, friends sent a link and placed an order. The frequency is not high, it is important. Emotional experience: curiosity, sense of accomplishment, aesthetic experience, high level of awakening.
2. Analyze the emotional experience one by one.
(1) Survival experience: high frequency
There are two kinds: 1. Pure habit: there is often a negative sense of blindness, and the level of arousal is low or high. 2, lack of sense of beauty: because I am tired of the styles I often wear, I am also lacking in other styles of beauty. Want for want. Wake up Gao.
(2) Curious experience: the frequency is very low.
Curiosity only occurs in curiosity-seeking situations, and it has good reliability and low frequency by learning from friends. There is no novelty in most other activity situations, but there is negative disappointment.
(3) Achievement experience: almost none.
unable to achieve a perfect match, no sense of accomplishment
(4) interest experience: the frequency is very low.
I will have a persistent interest in some styles that I have become accustomed to, but it is also easy to dislike them.
(5) Self-confidence experience: low frequency.
I may buy a good-looking match and improve my confidence
(6) Attachment experience: low frequency.
(7) Attribution experience: low frequency.
(8) influence experience: almost none.
(9) Aesthetic experience: the frequency is average.
people who know collocation often have a good aesthetic experience, but those who don't know it often have a bad aesthetic experience.
(1) Moral experience (appreciation, honor, happiness): almost none.
(11) rational experience: almost none.
3. Put forward the innovative goal of experience.
(1) collocation aesthetics: besides meeting the demand, the aesthetic experience is the reason why we like shopping, and all kinds of goods can have a good aesthetic experience.
(2) Social experience: People are often communicating and chatting, which is a social activity. They must mainly consider social experience, affinity, belonging and other emotional experiences, and get it by sharing the whole situation of communication.
(3) Achievement experience: No matter whether you match an idiot or a great god, you have a sense of accomplishment in completing a match. The best experience comes from the achievements that are welcomed by everyone, such as the discovery and learning of the matching way that the idiot suits you, and the great god recognizes and draws lessons from the matching he shared. Self-experience pride and self-confidence is the internal motivation for us to love shopping.
1. Activity analysis: motivation and experience
(1) Buying clothes when the season has changed: I want to buy a beautiful dress to wear. If I know that the dress suits me, I will definitely try it on. This is a very common activity. Motivation: it may be just to wear warm clothes, or it may be to look good, or it may be something else. Expectation: mainly the aesthetic experience of shopping, but also the curious experience.
(2) Dating wants a good match: We all like to dress up well when dating. The reasons may be that we like each other and leave a good impression on each other, or even no reason. Motivation: impress others and attract them. Expectation: enhance the feelings of both parties, including the experience of making friends such as comfort and self-confidence.
(3) Personal recommendation by the matching consultant: The daily matching provided by the matching consultant is an experiential service, which is rare but necessary. Motivation: Experience a very different service. Expectation: curious experience, etc.
(4) collocation articles of bloggers: they belong to experience sharing. Motivation: I like collocation and sharing. Expectation: achievement experience, self-experience, communication experience, etc.
(5) reading fashion magazines, etc.: it is a hobby of wearing. Motivation: Want to know about fashion and learn collocation skills. Expectation: curious experience, interest experience, etc.
(6) Other activities in interest circles: There are many activities in interest circles. Watching, chatting, learning, writing, doing and playing all activities related to wearing are all interest activities. There are activities for middle school, doing and playing. Here we will focus on watching, writing and talking about these activities. Let everyone's interest in collocation be fully exerted and displayed. Motivation: just hobbies. Expectation: the experience goal of watching activities is curiosity, the experience goal of writing activities is achievement and self-experience, and the experience goal of chatting activities is affinity and belonging communication experience.
2. Initially determine the activity goal and experience goal
Through the analysis of shopping activities, the main activities worthy of innovation in Taobao App activities are:
1. Shopping (seeing and visiting) activities, with the experience goal of aesthetic experience and curious experience.
2. Match (learn, do) activities, and experience goals are achievement experience, pride experience, etc.
3. Interest circle (writing, chatting) activities. The experience goal of writing is achievement and self-experience. The experience goal of chatting is affinity, belonging experience and so on.
for each activity goal, develop specific functional ideas.
(1) Shopping (seeing, shopping) activities
The experience goal of shopping activities is aesthetic experience and curious experience. The following analyzes the innovative modes and specific functional assumptions one by one.
1. Aesthetic experience
? ( 1 )? Rare life situation: friends chat, see friends' good-looking collocation, go to the web search by themselves, search for similarities, or let friends recommend shops or links, which is relatively reliable. Analysis: Friend recommendation is the key. Because you see the realistic collocation, it is reliable and the aesthetic experience should be good. Other methods, such as self-search, are inefficient, interactive and not necessarily reliable. Specific functional assumptions: establish user collocation style data to accurately push collocation schemes; Buyers' shows with similar bodies are preferred; Block all unreliable recommendations.
(2) Common life situation: shopping. Usually shopping to see beautiful clothes, try on, buy, interested, very reliable.
2. Curious experience
Among the situational innovation modes of curious experience, magic fantasy mode, random surprise mode and interest cultivation mode are all feasible modes.
(1) Magic fantasy mode: it provides strange combinations such as novelty, strangeness, strangeness, humor and funny, which makes people feel unfamiliar and ignorant and tempts people to try it. Common life situations: We often see some interesting collocations of others in peacetime, and then we will imagine what would happen if we matched like this, write it down secretly, and look forward to having a chance to try it. Analysis of the reasons: everyone loves beauty, what has not been worn or seen, plus the upper body effect of others, the temptation is particularly great, and it is an important source of curiosity experience. Specific function assumption: Set up a collocation show channel based on strangeness, including articles, videos, etc., so that all kinds of people can have the opportunity to show their magical collocation and seduce everyone's curiosity and interest in collocation, which intersects with social experience.
(2) random surprise mode: different random recommendation mode every time, so that we can keep a sense of unknown, expectation and surprise. Common life situations: surfing the Internet. We usually go to all kinds of apps, like Weibo in Little Red Book Mushroom Street, to see what we haven't seen or look good with. Analysis of the reasons: we wear clothes that are fresh. Even if we usually have a specific style, we will want to try it on the Internet to see what is different. Specific function assumption: adopt the mechanism of random recommendation and collocation, recommend different styles every time, and occasionally recommend some unusual exotic styles to increase surprise and interest.
(3) Interest cultivation mode: Through many successful experiences such as collocation curiosity, showmanship, etc., we can establish everyone's experience of collocation achievement, stimulate our interest in curiosity, and gradually develop hobbies and interests that love to try, share and interact. Specific function assumption: establish our achievement function, encourage achievement-style wearing, encourage sharing and interaction, so that everyone can wear achievements and achieve our various achievements. It intersects with the activities and experiences of the circle of interest.
(2) Matching (learning, doing) activities
1. Achievement experience
In the situational innovation mode of achievement experience, it is feasible to seduce into the pit mode and growth ladder mode.
(1) Seduce the into the pit model: Use various methods to "induce" people to start some tasks that are easy to complete, as long as they can start. So how to make achievements easily is crucial. Rare life situation: I get up in the morning, and the matching consultant chooses clothes for me. I don't have to think about anything, and then I can go out confidently as long as I put them on. This is the most worry-free and time-saving method. Analysis: Foolish service is the key. If you want to improve your skills, you must reduce the difficulty so that those who can't wear them can go out beautifully every day. Specific functional assumption: design a fool-like recommended wearing solution, such as dressing in the morning. I want to wear fresh style today. I can find the recommended collocation of fresh style online and find the corresponding clothes myself! (You can recommend the clothes you have bought to match) So that you won't worry about what to wear today when you get up early. Provide us with a clear collocation style, so that people can successfully become beautiful casually.
(2) growth ladder mode: according to the learning progress, provide the growth ladder corresponding to the ability, provide collocation skills learning, and gradually improve the collocation level and ability. In this way, people can gradually develop self-confidence through a growing sense of success. Record the growth step by step and enhance the sense of pride. Specific function assumption: set up a growth record system, you can witness your growth and progress in Taobao, and distinguish various grades according to the number of fans.
2. Self-experience
In self-experience, the innovative modes of proud experience include success+praise mode, communication and sharing mode, growth and progress mode and leading others mode, which are all feasible.
When you feel very confident, you can show buyers and share today's collocation. You may be very satisfied and proud when you get comments and praises from others.
(1) success+praise mode: after every buyer show, if you can get positive comments and praises, you will feel proud. Therefore, it is necessary to visualize the collocation ability, to have a sense of ceremony, to be able to show it, to have praise, and to make yourself feel great. Specific function assumption: set up a variety of master development collection cards to praise and encourage from time to time. Can be unified with the achievement experience.
(2) Communication and sharing mode: public communication, omitted.
(3) Growth and progress mode: continuous progress, slight.
(4) Leading others mode: How many people have been improved by collocation.
(3) interest circle (writing and chatting) activities
The experience goal of writing activities is achievement and self-experience, while the experience goal of chatting activities is affinity and belonging communication experience.
1. Writing activities, achievements and self-experience
(1) Seduce the into the pit model: use various methods to "induce" people to start some tasks that are easy to complete, as long as they can start, it will be easy. So how to make achievements easily is crucial. Rare life situation: I get up in the morning, and the matching consultant chooses clothes for me. I don't have to think about anything, and then I can go out confidently as long as I put them on. This is the most worry-free and time-saving method. Analysis: Foolish service is the key. If you want to improve your skills, you must reduce the difficulty so that those who can't wear them can go out beautifully every day. Specific functional assumption: design a fool-like recommended wearing solution, such as dressing in the morning. I want to wear fresh style today. I can find the recommended collocation of fresh style online and find the corresponding clothes myself! (You can recommend the clothes you have bought to match) So that you won't worry about what to wear today when you get up early. Provide us with a clear collocation style, so that people can successfully become beautiful casually.
(2) growth ladder mode: according to the learning progress, provide the growth ladder corresponding to the ability, provide collocation skills learning, and gradually improve the collocation level and ability. In this way, people can gradually develop self-confidence through a growing sense of success. Record the growth step by step and enhance the sense of pride. Specific function assumption: set up a growth record system, you can witness your growth and progress in Taobao, and distinguish various grades according to the number of fans.
(3) success+praise mode: after every buyer show, if you can get positive comments and praises, you will feel proud. Therefore, it is necessary to visualize the collocation ability, have a sense of ceremony, and