Design drives IP-based operation to achieve commercial value
Speaker
  • Yu Lu Yu Lu Hujiang UED Design Director


assistant

Design drives IP-based operation to achieve commercial value

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Session C9
Meeting room 301B
Time 07/19 09:00-12:00
Type Workshop
Language Mandarin
Direction
keynote content
Content Introduction

In the development trend of the great cultural recreation era, in the field of user experience design, how to intuitively verify the value created by designers has always been a difficult problem, many designers have good professional skills, but they can't realize the value and sense of accomplishment that they have created directly. How to expand the ability range of designers and make them get out of the comfort zone, how to go further to the full-link designers, and how to put passion into things that can truly reflect value, and realize the commercial value of design at close range?

In the workshop, we will lead the participants to, through the case of the core animation IP"CCplanet", realize the design value, understand and learn to create the users' mental model in line with users’ brand operating direction, and combined with high-quality and fun contents and forms, construct new IP brand values so that users can have a spiritual resonance.
The main design methods and contents include:
1. Method explanation: introduction of the users' mental model of brand operation
1.1 Category cognition - expectation positioning - feedback - decision link dismantling
1.2 Four results of decision influencing
2. Interactive link: making category cognition and location maps in groups
2.1 Method explanation: the role of emotions & ROI in decision-making
2.2 The use of emotion ROI quadrantal diagram

This workshop will help participants understand the whole process of building the users' mental model in the direction of brand operation, learn to use the quadrant diagram of users' mental model of brand operation to develop operation strategies, from the introduction of new brand image and positioning and the construction of the world outlook behind the brand, change the appearance of the image of an online animation celebrity about to be out of fashion so that it is no longer just the pure animation image but transfers brand concept; through the design of operation means, expand the full-link design thinking, and achieve more efficient realization means; do breakthrough attempts at the business level and create a closed loop from user experience paths to realization approaches.

Structure and Agenda

1. Case introduction of design-driven IP-based operation
2. Method explanation: introduction of the users' mental model of brand operation
3. Interactive link: making category cognition and location maps in groups
4. Method explanation: the role of emotions & ROI in decision-making
5. Interactive link: completing the content feedback schemes in groups
6. Summary and answering questions

Target Audience

1. Visual designers
2. Brand designers
3. Design team managers
4. Designers who encounter bottlenecks in the field of experiential design and seek to realize their own or team values
5. Internet practitioners interested in IP operations

Participants Benefit

1. Learn about the process and real cases of brand IP operation
2. Learn how to measure the gains of design to business value more intuitively
3. Learn to use the quadrant diagram of users' mental model of brand operation to formulate operational strategies.
4. Learn to expand the design thinking of the whole link and realize more efficient realization means through the design of operational means.

Work Case
  • 俞璐 - 品牌运营用户心智模型象限图
  • 俞璐 - 品牌IP运营四个要点分支介绍
  • 俞璐 - 工作坊品牌运营心智模型闭环图
  • 俞璐 - CP条漫《剃头》
  • 俞璐 - 节日氛围闪屏壁纸
  • 俞璐 - 《好眼熟剧场》女神节主题套图之一《蒂凡尼的早餐》
  • 俞璐 - IP化运营路径概览
  • 俞璐 - CCplanet产品化雏形
  • 俞璐 - 周边衍生产品-CC向上历
  • 俞璐 - 内容运营案例《想不到学院》
  • 俞璐 - 沪江核心产品app端界面
  • 俞璐 - 品牌运营用户心智模型象限图 111
  • 俞璐 - 品牌IP运营四个要点分支介绍 211
  • 俞璐 - 工作坊品牌运营心智模型闭环图 311
  • 俞璐 - CP条漫《剃头》 411
  • 俞璐 - 节日氛围闪屏壁纸 511
  • 俞璐 - 《好眼熟剧场》女神节主题套图之一《蒂凡尼的早餐》 611
  • 俞璐 - IP化运营路径概览 711
  • 俞璐 - CCplanet产品化雏形 811
  • 俞璐 - 周边衍生产品-CC向上历 911
  • 俞璐 - 内容运营案例《想不到学院》 1011
  • 俞璐 - 沪江核心产品app端界面 1111
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