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

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

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

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

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