Project Background
The Spring Festival is one of the most solemn and lively traditional festivals in China. For thousands of years, the Spring Festival celebrations become more and more colorful. The custom of giving red packets is longstanding during the Spring Festival, which represents a kind of good wishes and social intercourse. Even though the form of red packets has been changing from traditional lucky money to digital red packets, its intention expressed remains the same.
In combination with the features of "strong human touch + novel gameplay + few tricks ", the activity of Wesee Video Red Packet is the main battlefield for Wesee to promote user acquisition, user activation, and empower the Wesee product during the Spring Festival in 2021.
Design Thinking
To attract users to participate in the Spring Festival activity of Wesee Video Red Packet, the first question to answer is why people send Video Red Packets.
Explore people's motivations for sending red packets: Why do people send red packets?
In Social Exchange Theory, the behavioral motivation for gift giving can be understood as economic equivalence, relational reciprocity, and pure personal love or respect. Giving gifts/red packets is a way for people to express their wishes, aiming to promote and maintain interpersonal relationships. It can further reflect the value of giving gifts by adding personal emotional color.
Explore users' perception of Video Red Packets: Why do people send Video Red Packets?
Through in-depth interviews with several users about the Wesee Video Red Packet product in previous years, we learned that compared with ordinary red packets, although there was a certain higher cost of operating to send Video Red Packets, users generally thought that Video Red Packets were more heart-warming and auspicious, with which they were better able to express their wishes and intention.
The insights we gained:
When people send gifts/red packets to others, people are often more concerned about how to show sincerity and express wishes better despite the operating effort.
Concept Reinforcement
In order to make users get to know the new capacity of the Wesee product for content creation, the product team intended to firstly promote those Video Red Packets with gameplay particularly showing advantageous technology capability in the Spring Festival of 2021. In cooperation with the product strategy, with the design goal of strengthening users' cognition and perception of Video Red Packets, we design team brought forward the concept of "Boutique Red Packets”.
For this purpose, different from the old version of double column feeds stream on the homepage, the layout of the new homepage is changed to a single column card slot, leaving enough space to show the features information and emotional elements of the red packet, which not only strengthens the impressive sense of red packets but also is more informative for users to choose the red packets they want. In addition, in order not to reduce the browsing efficiency, the red packet preview cover video will automatically play by the browsing position when entering the page. The music and video will play together to create a lively and festive atmosphere for the Spring Festival.
left:version 2020; right: new version 2021
UX Flow Optimization
According to BJ Fogg's Behavior Model: B=MAT, three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and a Trigger. With the design goal of prompting and helping users to send Video Red Packet, considering the insights obtained before, we mapped out corresponding design strategies.
The homepage is the first touchpoint for users to start the flow of sending the Video Red Packet and is also the key hub for conversion carrying aggregated user traffic. To cause the sending behavior, we have come up with design strategies to both strengthen an individual's internal motivation and amplify triggers of the external situation.
According to the preliminary design research, the purpose of people sending red packets is to maintain and promote interpersonal relationships, and the sender is primarily concerned with the relationship with the recipients. Therefore, the categories of Video Red Packets are organized by intended recipients, and the copywriting of “to the recipient ” is specified on the CTA button of sending, which can stimulate the motivation of sending Video Red Packet.
With reference to the data of Video Red Packet in previous years, the peak of red packet release mostly occurs during festivals. Red packet is strongly correlated with festival scenes, and the festival is the most strong incentive reason for users to send red packets. In addition, borrowed findings from the past a/b test of other Wesee video templates, popularity tags of templates can effectively enhance the conversion rate of template-using. By visually reinforcing the festive atmosphere and adding the popularity tags, the triggers of sending red packets in time are amplified, thereby evoking actions.
In order to increase users' abilities to send Video Red Packets and enhance the conversion rate of the release funnel, with reference to the feedback given by users in the past Spring Festival activities as shown in the following chart, we have optimized the Video Red Packet sending flow reducing cost from three aspects: reducing manual operation cost by bonding sharing action to payment; reducing waiting time cost by generating video in parallel with users' making red packets; reducing mental understanding cost by adding "my red packets" page informing send status and providing "unsent red packets” reminders.
During last year's Spring Festival, an issue was identified with the Wesee Video Red Packet feature : after users paid for the red packet, the process ended without sharing.The concept of Wesee Video Red Packet is easily confused with WeChat Red Packet, where users are accustomed to the task being complete after payment, thus often overlooking the subsequent sharing step in Wesee. To improve the completion rate, we proposed an optimized UX flow that binds payment and sharing together. Considering that binding payment and sharing actions may cause multiple automatic app redirects, which could confuse users, we prepared two comparative proposals and conducted a usability test to determine whether users successfully created and shared video red packets. The results showed all users completed the sharing task, and the ASQ score indicated that Solution A scored higher than Solution B, so we chose it as the final solution for further optimization.
new UX flow of sending Video Red Packets
Design Verification
During the event, we conducted agile verification through multiple methods such as in-depth interviews, usability tests, showcases, and user trials to ensure the actual experience user friendly.
Event Achievement
The Wesee Video Red Packet event launched in the Spring Festival 2021 has acquired x million new users and has activated 1x million users; the peak amount of sent Video Red Packets has reached x million, and the sent Video Red Packets amount per user has increased by 23% compared with last year.
Benefited by the optimization of the Video Red Packet sending process, the conversion rate of sending Wesee Video Red Packet in the Spring Festival 2021 significantly outwent that of the last year. Even though the Video Red Packets with more complex gameplay showing featured technology were mainly prompted, the conversion rate of Wesee Video Red Packets on the WeChat channel has reached 39%, with an increase of 37.5% from the previous. The data further verify the positive effect of the Video Red Packet revision design.