At the time of last week, I released an article, “looking hungry from a red bag, the annoyance of the US regiment takeout”. I didn’t think (self thought) that it caused a lot of movement. I was also very surprised. Just a lot of people were not talking about “annoyance”, but they did not talk much about it. The pen himself was also a guess. More people askI have a design proposal for coupons, and even friends have come to me for information on the coupon design.
In fact, the article is also very clever, in the week after the article is published, it is also a kind of coincidental thing that the red envelopes, which have been mainly different industry cooperation, have become more participation and social attributes.
In fact, in my article last year, as a product manager, how do I understand the functional boundaries of the product? To elicit the concept of “border”, I borrowed an example from the design of coupons. At what time, a friend had left a message to me about the design of a coupon.
Really, when a friend or reader asks me about the coupons or other information, I’m really afraid, because any product design is a business, although the business and business have the same thing before, but the design of the business is no reference.The design of products is based on the understanding of the business and the starting point of the goal.
In order to make it easier to understand and refer to, the design guide of the coupon is based on the business model of “share the coupon” after the starving. It is entirely my understanding of this business that does not mean that I am hungry or the US mission is designed like this. Design for reference only, hope bigIt is a coincidence that the method of learning from home is identical.
This article will be red packets, coupons, unified into the “coupon” this call.
First, business introduction
In order to design a good product, the first thing to do is to understand the business.
1. Business introduction
The business model of the coupon is as follows:
- （1）When the user is successful on the starved platform, it will prompt the sharing of coupons.
- （2）Users share coupons to social platforms;
- （3）Self or others can receive coupons to the account.
- （4）When placing orders, you can use coupons to enjoy concessions.
On the sharing of the setting of the number of people is the largest, and the issue of the issue of different industry cooperation red packets, because of the business line of the characteristics of the demand branch, so not in the main line.
2. Data index
After understanding the business, there is a need to understand, that is, the goal, how to monitor my effect is good or not good, whether it needs to be adjusted, that involves a few goals.
- （1）Sharing rate. That is, when the order is placed, how many orders will be shared. This is a source, so it needs to be monitored well.
- （2）Claim rate. When my coupon is shared, it is assumed that I can get 10 people, how many people get the share, and how much the rate is, that is, my coupons are sent out, and all 10 users are all received.
- （3）Rate of use. When users receive coupons, how much usage directly determines the final effect, that is, conversion rate;
- （4）Pull the new number. This should be incidental, and user sharing is bound to generate new users’ registration and order, and this data can also be seen.
Of course, in addition to the above, due to the difference between the business and the company, there will be other data monitoring and specific analysis.
Two. Frame design
Understand the business model, and understand the data indicators, assuming that demand is to achieve the same as the current hungry, the United States take away the same coupons. Of course, this is for simplification.Every product manager does not want to hear such a need, as mentioned above: “just as well as XXXXX”. It is not in the eyes of the product manager that it is not said in the eyes of the product manager.
This product design will carry out the design of the whole system in accordance with the design idea of the product functional boundary.Through the construction of different systems, docking mode is adopted to connect different systems and eventually form a complete system.
1. Coupon system
Since it is a set of coupons, it will naturally have a coupon system that can set rules for coupons.
In essence, coupons are actually a set of rules. Rules generally include: preferential amount, limitation, validity period and so on.
The limit is generally based on different sets of business based on different business. Take out for example, there will be time limit, such as the coupon is lunch, and the use time is 11 to 2 points; for example, there will be a category limit, such as the coupon is afternoon tea, that selected merchant must be afternoon tea category, comparison.Like milk tea shops and so on.
For the preferential amount, the amount of current coupons is generally set, and some are fixed amount, such as full voucher, voucher, and some floating amount, such as discount coupons, random vouchers (currently hungry, US group takeout is random voucher, when the amount is determined).
（3）Term of validity
Since coupons are generally distributed based on activities, most of them are set up a valid deadline, such as 3 days and 10 days, and the start date has been drawn to the beginning of the calculation model.
For the coupons of different industry cooperation, there will be a lot of risk due to the transfer of third parties at the time of receiving, and a large risk. In general, a coupon is created in the coupon system, and then by the way that the coupon code is introduced.
For importing, generating and exporting coupons, if business needs, it will also be considered. When the voucher is introduced, it is set at the time of issuing the coupons of different business cooperation, and the generated export is an increase of the processing operation by issuing coupons with the aid of third parties.
2. Active system
Coupons are a collection of rules. The activity is to wrap coupons into an activity and then push them to the users’ entities.
An activity generally includes three parts: coupons, personalization and validity.
That is, coupons ready to be issued by the event to engage in coupons.
As for the handling of random vouchers, the total preferential amount is generally set on the basis of cost considerations. Although each coupon may be a random amount, the total amount of the preferential amount of an activity is actually limited.
In order to attract users, although the activity template is fixed, it will provide relatively large personalized settings, and can display different contents with the adjustment of operation.
Personalization generally includes sharing personalization, content personalization, and rules personalization.
①Sharing personalization. The current mainstream sharing has become WeChat dominated, and WeChat has also provided customizable ways to share content, including titles, descriptions, and pictures.
②The content is personalized. It is based on the setting of the activity template, such as the header, the successful bullet layer, the jump link of the button, the activity description and so on, all of which can be customized.
（3）Term of validity
The validity period here is generally set the validity period of activities to limit activities.
It is usually set up a date interval.
3. Distribution system
There are coupons to restrict the use and determination of preferential rules. There are activities as a discount issuing entity for users to participate. The next step is to distribute the system and set up activities.
The distribution system is to set up different nodes’ distribution activities and limit the payment by sorting out different nodes. Generally, it includes scope and personalization.
The scope refers to what kind of users can participate in the distribution of activities, such as hungry, the United States group such as the national, it is bound to be differentiated preferences, for example, the North Mountain wide, high demand, high participation, what kind of operation strategy should be set, and the operation strategy is the activity.
The scope generally restricts nodes, regions, businesses and users. Areas and businesses are relatively well understood, and users need to filter and filter, for example, for members of a member of the user and non member of the nature of the user, and the activities to be shared after the difference, and so on. The filter to the user is the ratioIt is a very important factor to test the understanding of the platform to the users and whether the operation strategy is in place and accurately.
The node shows how the activity is presented, such as the success of the order, the success of registration, and so on. It can push different activities to users by setting different nodes and allowing users to participate.
The personalization here includes two pieces, restrictions and exhibitions.
Restriction refers to such restrictions as receiving limits under the current scope. For example, a user can only receive 3 activities coupons in the scope of the day.
Display refers to the display content that is set to the user end based on this scope, such as bullet story, picture, etc.
It is important to note that the activities issued by the distribution system are subactivities based on the generation of the active system, that is, when the node occurs, the activity is a subactivity.
4. data system
The coupon system, the activity system and the delivery system enable the business to run. Combined with the order system, a good closed loop can be formed. The data system is the second part of the data system.
Data systems generally need to monitor the number of odd numbers, activities and coupons.
- （1）The lower odd number refers to the number of orders generated when the user’s order is in line with the conditions for the issuance of the activity.
- （2）Activity number refers to the number of activities generated when users share.
- （3）The number of coupons refers to the number of users received, which can be marked as a status of coupons.
The new quantity can be generated by marking the number of mobile phones or membership ID in the statistics of coupons.
The four data mentioned at the outset: sharing rate, receiving rate, utilization rate and pulling rate can be calculated and displayed through data system.
Sharing rate = activity number / lower singular * 100%;
Receiving rate = coupon number / activity number * number of activities per activity * 100% the number of participants per activity indicates the number of users allowed per activity.
Rate of use = number of coupons / (coupon number – coupon refund number) if coupons can be voucher, the number of coupons will generally be removed, or do not be shaving, mainly to see the business needs;
Pull new number = the number of new users labeled as coupons.
For fixed rules, data can be displayed in a more friendly way, such as charts, and so on.
The coupon system determines the rules of coupons; the active system, the entity that gives the coupon; the system, the rules of setting up the activity; the data system, records the data produced in the behavior. The four systems cooperate with each other to form a complete set of coupon issuance system.
Of course, the “system” here does not represent a very large content. It only uses the word “system” to replace the direct correlation.
The previous thinking and combing process, the following article, will go deep into each system to tell how to design and think, the coupon itself is a relatively large, and business has a very strong relevance to the product, with the help of an article is difficult to finish.
In the end, it is especially clear that the difference between the coupon itself and the business is very strong, and the difference in business will directly affect the design of the whole system, especially the more details, and the more closely it is connected to the business. The article isTo share the red packet after starvingPlease let us know the whole set of coupons designed for this business.
Author: Blue fat _Simon
Source: Jane book
The copyright is owned by the author. For commercial retransmission, please contact the author for authorization.