This article is exclusive to product managers
Originally written by Everyone is product manager columnist @Jinkey
Collated and proofread by rookie Xueyi (public id: Shirleytimer0)
Reprint is prohibited without permission of this site
A long time ago everyone was a product manager and they came to me for an article, but the user growth system was a lot of stuff, and everyone was a product and they had to have a good story, a case study, a methodology, to make sure it wasn’t just a patchwork of hydrology.
After several months of data collection, sorting and modification, I finally completed this article on user growth system from theory, method to case analysis. At the same time, everyone is a product and there must be dry goods, cases and methodology, so I have adjusted several drafts, adding more cases and more popular language. I hope to use this article to sort out the content of the user growth system I understand, and hope to bring help to you product people, but also hope that you can communicate with me in the public account.
For writing ideas, please refer to the following figure:
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What is a user growth system
Key words: survival promotion, retention
Growth system is a set of structure that can be used to measure the loyalty and contribution of users to the platform and stimulate users to stay on the platform through numerical user behavior. A growth system is a means of operation, but often the product manager is responsible for planning and implementing it.
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Meaning of user growth system
For users, a good user growth system can help guide users to use product features, satisfy users’ sense of accomplishment, enjoy more and better privileges, and gain benefits from the platform(preference, status, reputation, etc.).
As for the platform, it can understand the user usage through the user growth system, separate different levels of users, and prepare for the subsequent refined operation. Tasks designed in a growth system. It’s good for engagement and loyalty, but also leads to user output(Comments, list, etc.), which is of great significance to the realization of commercial value of the platform.
A good user growth system is of great value for improving user loyalty and stickiness. A user growth system that has no value is certainly meaningless and can be counterproductive. After all, users are not stupid, they don’t waste their precious time to help us achieve our KPI.
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Key points of user growth system design
From the perspective of users thinking tasks rather than operational goals
For example, to create a fitness app, in order to give investors DAU:
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Mistake: Requiring users to comment 50 times a day on the sports community will only bore users and flood the platform with worthless comments.
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Correct: set up daily tasks and tell users that they need to exercise for better health, so they must exercise for 2 hours every day and clock out, which users will be happy to accept.
Integral system should be uncoupled
Decoupling between different products
In large companies, if they want to apply for corporate-level virtual currency or if one division wants to use the growth system of another division, they often need various means to approve the application, and there are many restrictions on application. This will bring limitations and lack of flexibility to product development. There should be an appropriate separation of virtual currency systems between products, providing the ability to exchange between different systems to bring convenience and control risks.
An in-product decoupling
For example, virtual currency, which can be equivalent to cash, should be separated from rewards for operation and users’ participation in platform interaction, so as to avoid cash loopholes to brush opportunities.
System should reflect the core business characteristics of the platform
For example, a mother and child community, its currency name can be called shellfish(baby); The daily tasks of a fitness app are set according to the type, frequency and duration of exercise. An e-commerce platform sets tasks and distributes incentives around purchase, payment and order sharing.
Incentives can be perceived
Users should not be harassed when upgrading or getting rewards, but they should also be notified in a way that is platform specific and novel(Refer to appendix for classification of hornet’s nest). A “like” for a growth value is not enough to get users excited, the value can be set to a higher value.
System should be sustainable development
At the beginning of system design, extensibility should be considered. If there are fewer grades, recovery mechanism of growth value should be considered. When calculating the growth system, consider whether the current design has reserved enough operation space. After several activities can not be held to reward users, the users participating in the activities are all at the full level. Consider how long the current hierarchy will last, how long will it take to increase levels and so on(Generally, do not modify the existing level, because it may appear to drop levels and other unpleasant phenomena to users).
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Form of user growth system
Growth systems can take many forms, such as points, virtual currency, growth, experience points, levels, identities, privileges, achievements, MEDALS, leaderboards, virtual items, and even grayscale order.
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▍ followings
Closed relationship chains such as wechat and QQ are difficult to be exported and converted to third-party applications. In this case, the platform needs to establish its own relationship chain, and the number of fans is an intuitive measure of how much value the user brings to the platform. According to the Matthew effect, this division brings a large number of active users to the platform, and the platform can also focus on resource diversion to them, creating a virtuous circle.
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▍ identity
Identity is generally a mapping of entity identity, but it can change intermittently and does not have the ability to grow continuously.
1. Real-name authentication
According to whether they have business licenses, media licenses and other entity licenses, they can be converted into online accounts corresponding to different function categories. The most common users are those who have registered with their real names using their ID cards, which have higher credibility and traceability than ordinary registered users. In App, it is usually displayed in the form of corner icon at the lower right corner of the head.
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2. Asset level
Such as credit card according to different deposit number given black card, gold card and so on.
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3. Activity level
It is manifested in the talent system, super VIP, etc., which is generally displayed in the form of small labels in the APP.
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▍ level
Rank is the foundation and basis of privilege system. Period of validity(Jingdong Member level, Xunlei member level)And no expiry date(QQ level, game level). It can be determined by experience value/growth value, or by 100% of full users, such as ant Financial members:
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▍ growth value
The numerical value used to calculate the grade is also the difficulty of designing the whole user growth system. Growth points are generally not consumable, and there is a regular rebate for growth points with an expiry date. Sources typically include consumption, interaction, and online time, and implementations are logically only used to calculate levels. –
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Virtual Currency
Virtual currency is consumable and can be used for cash payment, exchange, lottery and interaction. This may take the form of points, coins, or some platform-specific currency name.
Achievements System
Unlike monetary or growth rewards for common quests, achievements are more about packaging a single simple task into a single large task that repeats the same action multiple times, such as the SWIMMER achievement of “catching 50 water sprites” in Pokemon Go. Achievements take the form of MEDALS, commemorative cards and titles.
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▍ list
The earliest invention of the list was also for commercial purposes, trying to create business opportunities by virtue of the common nature of human nature, which is similar to discounts to attract consumers. Platforms with top users in the leaderboard can offer more rewards, but if the rewards are large, it can easily lead to malicious ranking.
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Virtual props
Virtual props see more with live platform and forum. Livestreaming platforms, which are used to exchange cash, are just a variation of virtual currencies. More in line with the concept of virtual props seems to exist only on the major forums, through virtual props can be top post, add essence, accelerate the upgrade, etc.. These virtual items can be redeemed through points or top-up. Livestreaming platforms are used to beautify and diversify the concept of “giving money”.
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Growth calculation
Calculation basis
1. The power function
Power functions are generally used on platforms with high levels, such as Hornets’ nest and Pokemon Go.
A platform with large interaction space, a very wide caliber of growth value acquisition and easy growth is suitable for configuring more grades. So the net swims general grade is very much, because inside dozen strange, daily task, activity, copy, upgrade add, equip forge, life skill, birth system, competition wait for super much play way can obtain grow value. The growth system is mainly for DAU rather than GMV, so consider having more levels and more room for interaction.
Example: The growth system of Pokemon Go. The formula below is obtained after regression of its total experience value
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2. Exponential function
The Fibola odd column exponential function is generally used for platforms with fewer levels, such as e-commerce platforms such as JINGdong membership and Tmall membership, and vertical platforms such as netease Cloud Music. E-commerce platforms and some platforms don’t have much space for interaction other than buying, commenting, liking and logging in, so there are few ways to gain growth value(That doesn’t rule out the product manager being lazy.. 233333… .). .So if your platform is less interactive and your growth system is focused on GMV rather than DAU, consider setting fewer levels.
Example: the formula below is obtained after regression of the total experience value of QQ members’ growth system.
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3. Other piecewise functions
The growth of piecewise linear function is relatively moderate and the upgrading difficulty is low. This is generally used when the level is not important to the platform. LOL has a very good team matching system. It is rare for a level 1 summoner to match you with a king opponent(Unless you team up with one of the best…) .
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Computing Methods
According to the historical data of users, the weighted average is obtained to get the upper limit of experience that users can get every day, the set number of levels is B, and the sustainable time of the system is C. As an exponential function or a power function(User-defined coefficient term)Calculate the scale for each level and scale the duration C to each level to see if the number is too far off, say 10,000 days for the upgrade. Tencent has only been developing for almost 19 years now, you need 27 years for a level of users who play…
After determining the number of days Dn required by each level is approximately reasonable, use A * Dn to obtain the upgrade experience required by the NTH level. If you want to obtain the total experience required by each level, you can sum up the experience of the first N-1 level.
Take QQ members as an example, since they do not know the proportion of QQ users with different payment methods, here is an example to take the average of the highest and lowest:
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The calculation proves that the number of days required, total experience, and each level of experience roughly match the function you are using.
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Entry (Growth value/Virtual Currency/Points)
Definition: The entry point here refers to the way you can earn growth points/points/virtual currency.
Novice task
1. The role
1) Educate and guide users to use the platform. If only the novice layer and no reward, it will be very monotonous and can not give users the motivation to learn;
2) Get the user attributes the platform wants. Simply giving users a bunch of forms to fill in at the time of registration is likely to result in the loss of users at the time of registration due to excessive filling.
Form 2.
Bind email, bind mobile phone, complete real-name authentication, upload profile picture, perfect personal information, charge for the first time, download APP and complete other tasks for the first time.
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Daily Tasks
1. The role
1) Pull the APP’S DAU and show it to investors;
2) Internet users have the feature of roaming. Give the user a reason to open your app once. If there is something attractive in your app, the user will unconsciously spend a lot of time in your app.
Form 2.
Like, comment, forward, send status, read private messages, login, check-in(Single, continuous), collect and share.
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Main Task
1. The role
Tasks are set up to encourage users to use the core features of your APP, and to use them repeatedly, giving them a reason to use them. For example, if both wechat Wallet and Alipay can pay, I will give priority to Alipay. Because Alipay gets points for every payment, and wechat doesn’t.
2. For example
Jingdong, Tmall — confirm receipt wechat Wallet, Alipay — Pay Are you hungry — Order takeout Didi Chuxing — Taxi Gaode Map — navigation games — Worldview mainline Keep fitness netease Cloud music — listen to music
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Non-fixed income
1. Activity tasks
Operational activities. Gain a large amount of virtual currency or growth value for a short period of time to motivate users to achieve business goals, such as purchases.
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2. Tip/transfer
Tipping is generally a method of cash that content production platforms provide to content producers. The rewards are generally paid in cash currency by the reader, and the content producer gets an increase in the value of the platform’s virtual currency or cash account. Further, the platform can set some limits: for example, cash withdrawals must exceed 100 yuan, and the platform can charge a certain percentage of the commission. This fee and less than 100 yuan of precipitation funds can generate income for the platform.
Below is the form of wechat reward:
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Rewards on the live broadcast platform are more visual, such as flowers, planes, yachts and other virtual props that can be exchanged for cash.
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Export (growth value/virtual currency/points)
Definition: something that a user can earn with a certain amount of growth value/points/virtual currency
▍ privileges
Privileges are generally based on rank, status, and whether or not to pay.
1. By grade
For example, the hornet’s nest membership system is based on different levels(See appendix)The privileges corresponding to general rank are
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Some functions of the platform, such as high-level users can post with attachments
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The upper limit of enabled functions, such as the capacity of a web disk, is increased
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Acceleration service: upgrade acceleration, different member levels can get different express speed
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Exclusive service: space domain name configurable, VIP skin
2. By status
Different identities usually correspond to physical privileges, such as airport express access, 24-hour personal service, fast access to tourist attractions and 20% discount on consumption. There are also different function templates for different users. The most common ones are enterprise users, media users, government users, and individuals.
3. Pay or not
Inside the game often become RMB players, is the so-called money to pay, no money to contribute. If you don’t want to spend too much time on the platform and you want to get good treatment, you can pay for it. It’s usually better to pay for the privileges you get than to work hard to earn the rewards you deserve(How ironic…).
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Integration Mall
1. Peripheral products
Express a community culture, such as shopping bags, notebooks, drinking glasses, shirts, name tags and phone cases.
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2. The voucher
Design should be purchased around the core business of the platform.
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3. Draw
With the help of users’ gambling psychology, user points can be consumed to make users stay on the platform for a longer time, and expenditure can be controlled through probability.
4. Associated products
Travel APP points can be exchanged for traffic jam insurance, travel APP for hiking bags, sunglasses, etc
5. Sponsored merchandise
Partners provide valuable prizes to users, and the platform brings brand exposure to partners at no cost to themselves. Tripartite benefits. However, it is not suitable for our platform to put too many exchange items that are different from our brand recognition.
6. Other
Free trial, points recharge(electricity)
Consumption now
Such as Beijing beans, the last consumption can get Beijing beans, the next consumption can be used to deduct part of the amount. It is beneficial to stimulate users to consume repeatedly.
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How to build a growth system from zero?
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1. Planning user interaction space and task system;
2. Define the importance of various interactions and user actions according to business objectives and assign weights to behaviors, which can be directly used as the growth value of the behavior;
3. Calculate the upper limit of daily growth value according to the growth value obtained by the behavior calculated in step 2;
4. The current available time of the system is calculated(Say 3 years)To allocate the time required for each level, the proportion of each level can be determined by an exponential function, a power function, or an odd number of Fibola columns;
5. Use the level duration and the upper limit of daily growth value calculated in step 3 to calculate the experience value required for each level;
6. Categorize users by activity(Such as KOL, positive users, users with a cold style), analyze their behavioral data and user portraits, and interview users to determine their upgrade appeal and motivation, so as to determine the user privilege system;
7. Plan coupons and peripheral products for the integral mall according to the budget, and then find suppliers to do it, so that a cute mascot may become a popular IP, such as QQ’s penguin doll. If the budget is insufficient, BD can talk about replacing resources with flow;
8. Operational rewards are generally awarded with points rather than growth, in order to prevent regular users or brushes from quickly reaching the top without continuing to contribute to the platform. Based on the value of user traffic to the platform, for example, the active value of 1 comment is 0.1 yuan(some treasure to find a brush to understand the general brush list brush praise, etc.), and comments can get 2 coins, then virtual currency and RMB invisible exchange ratio(Because you can’t withdraw money directly)It’s 20:1, but of course you can think of more accurate estimates.
9. With RMB and virtual currency value conversion, you can define how many points can be exchanged for what goods. This is the core element of the integral mall.
10. Basically a user growth system is formed, of course, the follow-up needs to be adjusted dynamically according to the development status, generally not moving the growth value.
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Examples of membership systems for some products
Case one: QQ membership system
1. The experience value
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2. Points entry
Sign in(Click check-in, open a function automatically get, login automatically get)And give money(Subscription and renewal), dissemination,(Invite friends, share content), use function(Open 2000 people, one-click login)Powder,(Follow wechat official account)And upgrade packages.
3. Points exit
Integral mall(Limited exchange, limited time exchange)Points lottery
4. The privileges
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5. Recycling mechanism
It drops at a rate of 5 points per day until the growth drops to zero.
Case 2: Jingdong
1. The growth value
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2. The entrance
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10% of the actual payment value, the actual payment will be calculated as integer multiples of 10, a single item can get up to 1000 Jingdou feedback, if you use the mobile APP to order up to 2000 Jingdou feedback.
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Evaluation of the order(Except virtual goods)Effective evaluation of products within 3 months after completion. If the product price is higher than or equal to 20 yuan and less than 100 yuan, 10 jingdou will be given back after the user’s successful evaluation; If the price of the product is higher than or equal to 100 yuan, the user will give back 20 Jingdou after successful evaluation.
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Single 40
3. The export
Beijing beans more than 1000 can be used for cash, 100 Beijing beans = 1 yuan; Recharge more than 50 yuan, any number of Beijing beans can be offset cash. Member exclusive merchandise, member special price, Beijing bean coupon.
4. The privileges
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5. Recycling mechanism
Silver will have 1000 growth per year, gold will have 4000 growth per year, and diamond will have 4000 growth per year.
6. Paid membership
Membership Plus￥149/ year
(1) Double the reward to Beijing beans
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(2) 5 free shipping tickets per month
(3) Enjoy reading 1000 Chinese e-books at 10 yuan
(4) Free shipping and free pick-up service
(5) Online customer service priority to answer questions and 24 hours VIP special line service
Case three: Tmall
1. The growth value
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2. Points entry
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3. Points exit
Integral mall, integral lottery
4. The privileges
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Case four: netease cloud music
1. Experience value (some data missing)
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2. The entrance
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Listening to music
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online
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Check-in: +3 for mobile phone, +2 for computer, +5 for sharing in moments or QQ space
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Novice task: improve personal information +30, bind social account +30, dynamic “like” +10, like songs +5, favorites list +5
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Invite friends: friends register at level 2 +100, friends register at level 3 +100
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Upload +20 translate +80 songs
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LV3 +100~400, LV5 +200~600, LV7 +300~800, LV9 +400~1000
3. The export
Exchange earphone, notebook, phone case, shirt, album
4. Paid membership
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Case five: hornet’s nest
1. The experience value
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Have to mention that it is very consistent with the hornet’s nest positioning and image of the level of display form – mountain climbing.
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2. The entrance
(1) Growth value
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(2) Gold coins (virtual currency)
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There will be gold coins on the pages of travel notes, Q&A, free travel and group posts, and you can get them by clicking the gold coins.
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Participated in the lucky cat activity in my Mafengwo;
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The more days you clock in, the more gold you get.
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[Fixed] Gold for daily quests
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Robots often release some activities with exquisite gifts and gold coins, pay attention to the dynamics of robots and punch cards to enter the participation.
(3) Honey (credits)
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Write a travel
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Participate in mafengwo quiz
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Answer questions at mafengwo Q&A
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Each “golden answer” will earn a gold medal and 10 honey prizes. Certified with destination, get 20 honey.
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Pass the examination and become a guide, during the term of office, the weekly salary of 100 honey(Answer 5 questions per week)
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Intern guide
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Become a destination guide on a guiding basis and earn 200 honey for each new destination certification you add. The salary during the term is 200 honey per week(Questions from certified destinations should have been answered in the last week)
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Invite, if the invited answer is accepted, the user who sent the invite gets 5 honey.
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Add footprints and comments
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New task
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If you book a mafengwo hotel and check in successfully, you can get 5 honey by contributing a comment.
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Comments on new game notes: In the travel notes, users associate POI and add comments from the entry at the lower left corner of the travel notes. 2 honey.
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The published Buzz was rated select and received 10 honey
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Photo PK
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On mobile, get 10 honey for uploading PK photos for the first time.
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On mobile, vote for your favorite photo for the first time and get 5 honey.
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Human animals – an interesting theme for each issue, all bees who participate and meet the criteria will get 5 honey.
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Fengyunbang — seven lists of the coolest mafengwows, each of which will give 50 honey to first-time users.
3. The export
1. Honey
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Exchange digital products, home life, skin care products, travel equipment, etc
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Exchange hornet’s nest peripheral products, such as waterproof bags, power adapters, travel storage bags, mobile phone lanyards, notebooks, postcards, etc
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Exchange virtual items
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The raise product
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Lucky draw
(2) Gold coins
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Buy postcard coupons: Bumblebees with DIY postcard coupons can sell with gold coins, and other bumblebees can buy with gold coins.
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Buy a lucky cat: Enter your mafengwo and buy a lucky cat with gold coins.
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Self-help transfer
4. Privilege System:
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Case six: Pokemon Go
1. The growth value
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2. Achievements
Achievements are automatically activated when you reach a certain amount of tasks, such as:
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Catch 3 PIKACHU titles: PIKACHU FAN
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Catch 10 fire elves
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Catch 10 water sprites Title: SWIMMER
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Pass 100 Pokestops
Each title has three levels, one star, two stars and three stars for different tasks.
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3. Sprite capture
Just enter the Sprite capture scene without running away:
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4. Virtual items
(1) Ordinary fairy balls
They’re free at Pokestop if you’re willing to run around, or you can buy them at the mall.
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(2) Advanced ball
Higher catch probability than regular balls, but no noticeable sensation
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(3) Master ball
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4. Strawberries
Improved capture probability, but not noticeable.
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(5) Camera (not to be thrown)
It satisfies the demand of selfie fans and people to show off, but can only be used in battle scenes. It is suggested to increase the social sharing of capturing, achievement achievement, pet evolution and other scene screenshots and short videos, which can be shared on Youtube, Wechat, Weibo and Facebook.
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(6) Ordinary liquid medicine
Restores injured elves in kick hall, increasing HP by 20 at a time.
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(7) Intermediate potion
Restores injured elves in kick hall, increasing HP by 50 at a time.
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(8) Advanced potion
Restores injured elves in kick hall, increasing HP by 200 at a time
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9. The Resurrection Stone
Resurrect kick house hung elf and restore half health.
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10. Lucky egg
Double xp for 30 min.
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(11) mosquito coil incense
Attract the elf to your side for 30 minutes.
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(12) Trap module
All players can see it, and the sprites it attracts can be captured by other players for 15 minutes.
If you have enough players, say 8 players at a time, it will be a good deal, and 8 people will get a full 2 hours of Sprite attraction. In addition, it can be used in three or more nearby pocket stations simultaneously(A lot of people at Disneyland put them in).
13. Interstellar Fog
Gain: Gain 100 costs per capture, which is used to boost Sprite CP.
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(14) Elf candy
Different elves have different candies, and each spirit and its evolution share one candy.
Gain: 3 for capturing sprites, 1 for discarding sprites, small amount of candy for improving stats, large amount for evolving.
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5. Sprite system
People are fond of collecting. When I was a child, I often bought instant noodles after school to collect cards inside. Yin-yang division, which is very popular recently, also belongs to the collection type. When we design the growth system, we can consider turning some peripheral parts into series and some points into novel things that can be collected, such as cards in card games and carbon points of Alipay.
6. Dynamic Analysis (Demand analysis)
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(1) Play and challenge
The action is simple: capturing is throwing a ball, fighting is clicking and long pressing, and Pokestop getting something is sliding.
Feelings: Childhood memories, a group of small friends to play elf ball together, buy bear face smoke elf cards and many other ways of playing, as well as pokemon and other handheld games. Accompany us to grow up.
The challenge comes from random probability events in multiple places:
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The probability of encountering each pokemon
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The probability of encountering an elf in a particular location
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The probability of the fairy ball being shaken(Shake it three times to catch it)
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Initial CP random encounter elf
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The evolutionary form is random(ibrahimovic)
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CP is evolutionarily random
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Spawn spawn of elves randomly
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Spawn sprites start with random CP
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The probability of hitting a Sprite(Windy, with three hit states)
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Pokestop gets items randomly
Location-based gameplay brings users back together and reshapes social interaction.
Exercise, play games and run.
Collection. Collecting a series of things is a kind of play with good motivation effect in itself. Few people can collect all of them, and scarcity forms the excitement of achievement. It is common in many marketing activities, such as alipay’s collection of Five Blessings in 2016 and McDonald’s series of one Piece dolls.
(2) Contradiction and choice
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Which step does the camp choose?
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Which initial Sprite to choose?
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Number priority fog and candy to cultivate elves?
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Time to train elves or kick the gym?
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Which elves remain in the dojo?
(3) Timely feedback and motivation
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Achievements: Make capturing repeated sprites multiple times fun
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There are vivid feedback on whether or not to catch the elf, including the movement of the elf ball shaking, avoiding the elf ball, the rotation effect of Pokestop, pet evolution, etc.
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Upgrade characters to enhance more sprites, and enhance sprites to occupy more dojoWhat is the occupation for? Expect further action and encouragement from the authorities…)
(4) Goals and rewards
Objective: Collect elves and capture the dojo
Rewards: the sense of honor for the elves to stay in the daomuseum for others to admire, the excitement of getting rare elves or favorite elves in childhood, the feelings and feelings of dependence that the elves develop, achievement achievement, and experience props for different behaviors
In China, some people can play superiority and some people can’t
(5) Fictional world
Mapping to Google Maps makes fictional time and life more relevant, and pokemon, an IP that has taken root in many people’s minds for more than 20 years, has a powerful appeal. If Marvel came up with a location-based AR battle game, it would be played by a lot of people.
The higher the level, the more it feels like the product manager is getting lazy and unappealing… Orz. I have to say that hornets’ nest and Pokemon Go’s growth systems are well designed and playable.
The authors introduce
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