Product Experience Little Red Book-A good thing to accompany you around the world, which is the favorite of girls.

As a potential target user of Little Red Book, Qingxi would like to briefly introduce her limited overseas shopping habits at the beginning. I lived in Shenzhen for the past two years and went shopping in Hong Kong from time to time. Before I go, I need to spend a lot of time preparing, mainly including the following two points:

Make/draft/write a list

Think about what you need to buy in advance, which may include all kinds of skin care products, clothes, shoes and so on. Each commodity needs to be clearly marked with which brand and which commodity it is. Therefore, making a list is a chore. Try to collect other people's experiences in communities such as Douban Group to see what you need and what is suitable for you.

Inquire about the store address

It is said that Hong Kong is a shopping paradise, but when a road idiot meets a mobile phone without internet, the list is useless no matter how perfect it is. Therefore, we must plan the itinerary of each stop in advance, find out where each brand has a specialty store in advance, choose a shopping address, and run as few places as possible.

Talking about this habit is to say that shopping is not just a simple shopping trip, and preparation is very important.

Little Red Book is such a platform, where girls who love shopping can find things of interest, see her experience, know where to buy, and don't have to look everywhere. Today, Xiaohongshu also provides welfare agents to buy a few popular good things through some channels. Small sweet potatoes can be purchased directly, which solves the purchase problem of some users.

Attached to the little red book official website introduced:

Xiaohongshu is the largest mobile platform focusing on overseas shopping sharing in China. Users share the most authentic and real-time overseas first-hand shopping experience every day, allowing you to travel around the world without leaving home and buy good things from all over the world at a price 50% lower than that in China.

This paper will record my experience from six aspects: target group, user demand, solution, interaction design analysis, user feedback and future development.

First of all, the target population

People who are interested in overseas shopping, mainly women, may shop while traveling abroad, or find someone to buy it. Why are these users so keen on overseas shopping? On the one hand, the price is cheap, on the other hand, the quality is more assured.

Second, user demand.

Why do users use little red books?

You can find many useful things, which are long grass artifacts; If you find that something that has grown grass for a long time is not well evaluated, you can also pull up the grass.

If you find it useful and suitable, you can collect it into a shopping list, buy it when you have the opportunity to go abroad, or find someone to buy it.

What problems did they solve?

Scattered shopping notes are gathered in the little red book, so users don't have to take pains to collect and consult them everywhere.

Sharing with others can easily collect records, so you don't have to take notes by yourself.

Third, the solution

In what way did the product solve the user's problem? What kind of solutions are provided?

1.UGC community mode, some users make content for some users to browse.

Xiaohongshu started out as a shopping guide for overseas destinations, and later transformed into a community.

Compared with the raiders, the community has several advantages:

On the one hand, users can look at the users they care about from time to time, what novel and interesting things are recommended by the government, or see if their favorite brands have any activities recently, so they can join the wish list and wait for an opportunity to shoot. Therefore, the user has high stickiness, high opening frequency and is not easy to leave. Because there is always a steady stream of new content to attract Ta, and the records of Ta's attention and collection are kept here.

On the other hand, after users get help from community sharing to complete shopping, they naturally become sharers and dry goods in Little Red Books. It can be seen that the community flows dynamically like living water in terms of information mobility, while the strategy is more static.

2. How to organize the content? How to make shopping receipts circulate in the community?

Users, labels, brands, operational topics and commodity categories are structured to organize shopping notes, which can be browsed from multiple dimensions.

My attention: pay attention to the users who posted notes and transfer the content to the "My Attention" page of users who pay attention to ta.

3. How to make good content stand out? How do users find interesting content?

Daily selection:

Users post shopping notes and choose the topic # I want to be featured, that is, they have the opportunity to be selected by Captain Potato.

What worries me is:

A user is interested in the content published by himself, and it is more convenient to get the latest update of ta by paying attention.

Search:

You can find users, notes and brands related to keywords, which is more suitable for users with clear goals.

Popular category:

Including bags, skin care and so on, users can browse the corresponding categories of shopping notes according to their current interests and needs.

Destination:

At present, there are 8 destinations, providing a selection of shopping albums and a list of popular brands in multiple categories, and then viewing the shopping notes under this brand.

Sweet potato talents:

Find high-quality users through whom you can get high-quality shopping notes. At the same time, you can also check the talent list to see which talents have their own characteristics.

Topics I subscribe to:

Subscribe to other people's public topics and find good things that may be of interest, such as the bean column of Douban.

4. What social mechanisms are provided for users to interact?

Pay attention to a user, like a brand, like a note, add a note to my theme or wish list, share a note, comment on a note, and reply to a user's comment.

5. How to motivate users to share?

Points, user level, get attention, get praise.

In order to get more praise and attention, I hope to make a selection on a global scale, so I strive to publish high-quality shopping notes and learn from each other.

Let users have more exposure opportunities, such as user ranking of each topic, interactive god of the week (comment reply), total score list, talent ranking.

Strive to become a sweet potato master and gain a higher sense of accomplishment.

High-quality shopping notes and product reviews have the opportunity to be selected and displayed on the product details page of recommended products and welfare institutions, which not only gives users a sense of accomplishment, but also makes her exposed and seen by more users.

6. How to operate and improve user activity?

Daily selection:

Users will try to send high-quality shopping notes in order to make good choices. Because online selection itself is very attractive, it can make users get more attention.

Everyday topics:

Each topic recommends products according to a certain theme, and each recommended product has pictures+text introduction+user's shopping notes, from which users may find out what they are interested in.

The latest topic:

Each issue of the topic has a special sticker, which is common in picture social apps (such as nice) and can give users some inspiration to share shopping notes.

7. How to manage the found good things?

My complimentary notes.

My favorite brand

My theme (including my wish list): You can add shopping instructions to my theme or wish list.

8. If you find something good, how can you get it?

Xiaohongshu channel

Welfare society: daily specials, spikes today, hot-selling goods.

Users can browse the product introduction and evaluation of small sweet potato through product details. If they feel good, they can add it to the shopping cart to buy it. After the reservation is successful, they can check the progress through my order. Xiaohongshu will plan some activities to send potato coupons to small sweet potatoes. It can be deducted when purchasing goods from welfare institutions.

Other channels

Interact with the user who posted the notes to learn about the purchase channel or place. You can buy it abroad by yourself or find someone to buy it.

Fourthly, interaction design analysis.

Hierarchy and page flow of the main interface:

1. Home Page

Daily feats, my concern, mainly show a summary list of notes.

Find out the answer

Welfare Society: Daily specials (goods that can be purchased by Xiaohongshu), which kill seconds today and sell well.

Square: daily topics, popular categories, latest topics, sweet potato talent

Destination: There are currently 8 popular destinations. You can go to the home page of this destination to check the selected shopping topics and popular brands.

search

You can search for notes, users and brands.

Publish shopping notes

The release process is as follows, similar to many photo communities. When you enter the text in the last step, you can also enter the text, you can @ User, or add a theme.

5. News

Zan: Who praised my notes?

Comments: Who commented on my notes and who replied to my comments?

Notification: system notification, daily topic notification and daily topic notification.

6. My home page

The content is very rich, and Xiaohongshu has also sorted these contents according to their relevance, as shown in the following figure.

Main interface:

Highlights of interactive design:

1. Tag the picture.

In the past two years, the design method of picture social app has been very popular.

Improvement points of interaction design:

1. Like and add comments to my topic.

These two icons are easily confused, as shown below. It is suggested that the icon "Annotate My Theme" be marked with "+",so that the readability of the two icons will be higher and the memory cost will be reduced.

2. My theme

As shown in the above figure, 2 and 3 are interfaces for adding comments to my theme and creating a new theme, respectively:

Similar to a function of douban bean column, my wish list is a self-contained theme. Cannot delete, it is private by default. To add a theme, you need to fill in the title, introduction and label.

The theme I subscribed to has such a module on my home page. In my understanding, it should be possible to subscribe to other users' topics, right? However, after browsing the homepages of several talented people, I found that their themes were not made public. It can be seen that users can set whether their themes are public or private. But I didn't see such an option when I added the theme.

3. Product details page

There is a module called "See what sweet potatoes say". At present, several good shopping notes are selected for display, but from the shopper's point of view, if you don't know this product, you need to know more people's comments before deciding whether to buy it.

Therefore, it is suggested to provide an entrance link to the search results page here, and the search keyword can be brand name+item name.

4. When sending comments to add stickers to pictures.

After clicking "Get" a new sticker, the sticker will no longer be displayed in its original position after success. At this time, users will feel very confused, and only when they finally find the sticker will they see the sticker they just got.

Suggestion:

The sticker just got is still in its original position, so users can click it directly and see where it has gone without sliding. Put all the obtained stickers together the next time the user enters.

Will it be better to put the obtained sticker in front than in the back? Or does Xiaohongshu encourage users to use new stickers, so put the ones they didn't get in front?

Verb (short for verb) User feedback

The AppStore has 547 comments and five-star reviews. There are mainly these comments:

You can find many useful things, such as long grass artifacts and weeding artifacts.

When you see others sharing, you will also share what you have used.

There is an actual shopping experience and a pure show-off post.

I hope there are more and more things in welfare institutions, so you don't have to look for purchasing.

Just like shopping, you can go shopping for a long time every day. Explain that the user's online time is very good.

Regarding the question of the third pure show-off post, I think Little Red Book needs constant attention and good content guidance. Atmosphere is very important for the community. If there are more conspicuous posts and less practical sharing, the survival of the community will be in crisis. At present, high-quality sharing emerges through topic selection and praise, and the atmosphere and tone formed are not bad.

Sixth, thinking about the future development.

1. Let users find what they are interested in more conveniently, which is where Xiaohongshu needs to be continuously optimized and improved.

I think of two directions:

The first point is to continue to refine the note categories, such as adding subcategories to the note list of a certain category. If you make up, you can screen foundation, tanning, mascara, cleansing oil and so on.

The second point is to continue to do my theme function well. As mentioned earlier, this function is similar to Douban Bean Column and Zhihu Collection, which also allows users to find more high-quality and interesting content. However, judging from the undisclosed theme of deep users such as Sweet Potato Daren, the popularity of this function seems to be not optimistic.

2. Goods of welfare institutions

After users find something good in the little red book, it is a natural result to buy it, and then share it after buying it, which can expand the number of notes for the little red book. At present, Xiaohongshu has begun to set foot in the "shopping" link through channels such as welfare agencies, which can be regarded as taking advantage of the trend.

However, as an e-commerce, the source and authenticity of goods are the most concerned issues when customers buy. Therefore, Xiaohongshu needs to do some work in enhancing brand and product trust.