From Insight to Exquisite Creative - How to Make a Game-like Online-activity for User Growth
Speaker
  • Li Qi Li Qi Baidu Senior Product Designer

    I have 12 years of experience in interaction design, including 8 years of experience in mobile Internet product design. My business fields include event operation, online education, online car-hailing, content social networking, e-commerce, AI, etc. From 2013 to 2015, I was responsible for the interaction design of Baidu Travel and Baidu Post Bar successively. In 2021, I returned to Baidu and took charge of the interaction design of the operation direction of Baidu APP events. There are several closed loop cases in product design and operational design, from user insight to creative landing verification.

    Design philosophy: Designers should personally penetrate the user to see the truth, with the user perspective to drive innovation and business growth

From Insight to Exquisite Creative - How to Make a Game-like Online-activity for User Growth

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Session B5
Meeting room 303A
Time 08/03 14:30-17:30
Type Workshop
Language Mandarin
Direction Design Thinking
keynote content
Content Introduction

With the development of various fields of the Internet industry entering a mature stage in recent years, when the growth of new users of ToC business gradually reached the bottleneck, the main means of operation direction has gradually changed from the short and fast profit-driven pursuit of increment to the diversified gameplay as the core to continuously activate the stock, among which the use of interactive games to package operation activities has become the most commonly used means. Delight users with fun experiences with a sense of game, create memory points and even long-term loyalty to the product.

This workshop will introduce the flexible application of relevant theories and the complete practice of user insight and creative methods in gamification operation activities through real excellent cases such as card collection gameplay in Baidu Big Event operation activities, and lead participants to experience the creative process of gamification growth gameplay.

The core content consists of four parts:
1、Theme background: Game sense increases the value proposition of gameplay
1.1 Operational targets for Internet product growth
1.2 Development history of Internet products and means of growth and operation
1.3 Value proposition of game sense gameplay
1.4 Common gameplay types
1.5 Design history of growth operation activities

2、Application practice of user insight in the direction of growth operations
2.1 User history and experience measurement indicators
2.2 Practice case: Baidu Good luck China New Year card gameplay experience insight and verification

3、Three elements of gameplay experience design and theoretical support for game sense growth
3.1 Gameplay strategy: Flow model and gameplay overlay
3.2 Worldview: Story construction and concept packaging
3.3 Emotional experience: Fogg model and octagon model

4、Creative cases
4.1 Summer Play: IP/ World view/brand building and method application
4.2 Baidu Curiosity Night: Create a curious experience

5、Semi-proposition brain storm interaction
5.1 Subject introduction and interactive guidance
5.2 Group brainstorm creative program
5.3 Group presentation plan and voting comments

6、Q&A

Structure and Agenda

1、Icebreaker: Introduction of the speaker and his team
2、Theme background: The value proposition of game sense to increase gameplay
3、Application practice of user insight in the direction of growth operations
4、Three elements of gameplay experience design and theoretical support for game sense growth
5、Creative case: summer play a summer, Baidu curious night
6、Interactive practice: Group brainstorm creativity
7、Q&A exchange session

Target Audience

1、Event operation designer
2、Event Operations Product Manager
3、People interested in big event operations

Participants Benefit

1、Understand the range of products applicable to gamification operations
2、Understand the experience elements of gamification operation activities
3、Master the application of classic flow theory and octagonal model in creative activities
4、Have a complete practical experience of creative activity gameplay

Work Case
  • Game sense increases the value proposition of gameplay
  • Design process of growth operation activities
  • User history and experience measurement indicators
  • Common gameplay types
  • Case: Summer fun
  • Case: IP emotional experience
  • Case: Curious Monopoly
  • Case: City map emotional experience
Guess You Like
  • Game sense increases the value proposition of gameplay 18
  • Design process of growth operation activities 28
  • User history and experience measurement indicators 38
  • Common gameplay types 48
  • Case: Summer fun 58
  • Case: IP emotional experience 68
  • Case: Curious Monopoly 78
  • Case: City map emotional experience 88
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