From attention to action, with the help of user unconscious behavior model to improve product conversion rate
  • Yue Li Yue Li vivo Design Expert

    I am the design director of vivo content distribution, responsible for the experience design and management of vivo video, vivo browser and other products. I have worked at Didi, Sogou and Feixin for nearly 10 years. My main design products include vivo browser, vivo video, Didi bus, Sogou map, mobile Feixin, etc. I advocates theory to guide practice and practice iterative theory. I am keen on learning and disseminating the knowledge of interaction design, service design, behavior design and other design related fields. I have been the keynote speaker of ixdc for 18 years, a lecturer of the company and a columnist of "everyone is a product manager".

From attention to action, with the help of user unconscious behavior model to improve product conversion rate

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Session D9
Meeting room Undetermined
Time 11/20 09:00-12:00
Type Workshop
Language Mandarin
Direction Design Thinking
keynote content
Content Introduction

As designers, we are faced with the same test every day: how to improve the conversion rate of product functions on the premise of ensuring user experience. Product transformation is inseparable from the insight into users' attention, interest, decision-making and behavior. Both classic Aida marketing model (attention, interest, desire, action) and eaidb user perception behavior model (exposure, touch, interest, decision, action) emphasize the importance of attention, interest, decision and action to promote user behavior. As a designer, if you want to improve product transformation, you must understand the physiological, psychological and behavioral characteristics of users, and design according to human nature, so as to improve the transmission rate of products.
People make an average of more than 600 decisions a day, and 95% of them are made unconsciously. Unconscious behavior runs through every moment of our daily life. Through the research on the physiological and psychological process of user behavior, we extract four stages of user unconscious behavior: attention, interest, decision-making and action. By adapting to the user's unconscious behavior at each stage, adjusting and designing the interface of digital products, the user's behavior can be promoted to take place naturally, which is the charm of "unconscious behavior model".
Designers can find the problem link by analyzing the key links of users' tasks, and re comb the attention elements and interest elements to achieve the goal of promoting users' decision-making and action, so as to improve the transformation of products. The "user unconscious behavior model" summarized in this course will give you an in-depth understanding of the physiological and psychological principles behind people's needs at all levels, and teach you how to improve the conversion rate by changing the structure, pictures, copywriting, step order and element level.
The specific contents of this workshop include:
1. The construction of unconscious behavior model
1.1 why: Why build a user unconscious behavior model
1.2 how: how to build user unconscious behavior model
1.3 what: what is user unconscious behavior model
1.4 discuss and analyze the unconscious behavior of users in digital products and the reasons behind it
2. Dismantling and case study of unconscious behavior model
2.1 attention stage: three sharp tools (danger, food, sex) and three means (movement, face, contrast) to attract users' attention
2.2 interest stage: five ways to arouse users' interest (relevance, accident, question, curiosity, story)
2.3 case: information flow revision: using attention and interest elements to improve the reading conversion rate of information flow
2.4 decision making stage: six principles triggering user decision making (reciprocity, commitment and consistency, social identity, authority, pain point stimulation, scarcity)
2.5 action phase: reduce the three obstacles of user action (visual load, operation load and cognitive load)
2.6 case: Mall diversion and Transformation: use the principles of decision-making and action to improve the order conversion rate of business detail page
3. Design and exploration of unconscious behavior model
3.1 business scenario of selection tendency
3.2 use the unconscious behavior model to analyze the principle behind the design
3.3 using unconscious behavior model to improve its design

Structure and Agenda

1、Workshop introduction: an overview of unconscious behavior models
2、Personnel grouping: understand everyone's professional background and demands, deploy team members appropriately, and ensure the balance of team members
3、Theory and method explanation: let us understand the construction process of unconscious behavior model, the design principle and design method of each stage
4、Group discussion: each group selects the product, analyzes the application of unconscious behavior strategy in the product according to the unconscious behavior model, and puts forward the optimization scheme
5、Sharing, summary and review: by showing the analysis process and optimization scheme of the two groups, we can deepen our understanding of the unconscious behavior model

Target Audience

1、Junior / intermediate interaction designer
2、Intermediate UI Designer
3、product manager

Participants Benefit

1、Understanding the physiological and psychological mechanism of user behavior is helpful to deeply understand human nature
2、Mastering the design methods and skills of triggering user behavior is helpful to design a reasonable digital interface
3、Practice the application of unconscious behavior model in specific business to improve the understanding and proficiency of the model

Work Case
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