Project Goal
1. Times of red envelop opening are 3000 per day
2. App downloads are 100 per day
My Role
Collaborating closely with PM, engineers to scope and design the whole experience. I work on work flow, low/high fidelity design, prototype.
Red Envelope Activty
Overview
This is an interaction activity to attract new users and increase app download quantity. Old users can open a red envelopes at the first time. Then the more friends he shared, the more red envelopes he can earn. Each red envelope includes one of gold, silver or bronze cards. Users can collect these cards to redeem the shopping vouchers. Meanwhile, his friends also can get a red envelopes, then share with other friends to earn more incentives. Our target is:
1. Times of red envelop opening are 3000 per day
2. App downloads are 100 per day
Entire Activity Flow
Invite/invited Flow
Low-Fi Wireframe
High-Fi Design (Main Page)
Main Step 1
Main Step 2
Result
Times of red envelop opening and app downloads are lower than prediction. The main reason is old users barely share with more friends since they think it's hard to explain the activity rules to their friends. Therefore, this activity‘s expected goals- 'share it, spread it, download it' cannot be achieved.
Therefore, 'don't make users think' is totally a gold principle of design. As a designer, we cannot presume users would understand the flow without any context. Every time a designer starts to work with new projects he tries to make things as creative and innovative as possible. This is actually not the best idea for a mobile application. Users like simple flows that can be used instinctively and don’t require any specific knowledges. The ideal activity's flow has to be easy in use without any tutorials.