Mental Design of Low Price Marketing Strategy

In the post-COVID-19 era, expanding domestic demand, promoting consumption and boosting the economy have become the main theme. Consumers are more willing to "hold on to their wallets" and have no absolute loyalty. This year, JD's low price marketing strategy brings consumers more favorable and more realistic consumption experience. The mental design of multiple marketing businesses has become a new topic for design teams.

This workshop mainly introduces the mental design of low price marketing strategy through specific project cases, starting from business and taking user as the center. Starting from the three low-price fields of 10 billion subsidies, Jingdongskill, cheap free mail, a comprehensive display of the design team to cope with the support of various business needs, as well as the execution process under the various business demands, which covers the business positioning, user insight, VI design, UI design, marketing venue and other scenes of the workflow.

The specific content of this workshop includes:
1、Mental design
· It refers to the establishment of the mental layer in product design, which covers a wide range, such as product color, layout framework, graphic LOGO, IP image design, etc
1.1 Mental model
· Is the way we understand the world, simplifying complex problems into comprehensible and organizable knowledge structures.
1.2 Mental model, presentation model and realization model
1.3 Mental layer design of products

2、Channel design method
2.1 How to Understand Channels
2.2 What are the principles of channel design
· Distinct features and relatively independent product experience
· Build the standard system of JD channels
· Integrate into the main flow and align the visual language of the main page

3、Mental design of marketing business (tens of billions of subsidies, Jingdong Miaoshou, cheap free mail)
3.1 Deduce the design strategy from the perspective of business and users
3.2 Explore the mental expression of marketing field, including mental value, mental strategy, etc
3.3 Sort out the mental touch of the whole link, including design assets, product application, marketing application, communication application, etc
3.4 Channel page form and somatosensory expression

1、Background introduction: Design challenges in JD's low price strategy
2、Concept Explanation: What is mental design and channel design thinking
3、Case sharing: Share solutions based on actual cases (10 billion subsidy, Jingdong Killing, cheap free mail)
4、Practice interaction: related issues, combined with methodology practice
5、Q&A: Interactive and question and answer

1、Primary/intermediate product designer、full link designer
2、Beginning/intermediate user experience Designer
3、Beginning/intermediate visual designer

1、Understand the design process of business operations-oriented products
2、Master the design thinking and methods of e-commerce marketing business
3、Master the mental design of products to effectively convey the marketing game of business and guide consumers to transform