Analysis of Qunar Strategy app product design concept

As an introductory application tester, I have also tried many software. I would like to take this opportunity to talk about the design concept of the Qunar Guide app.

The positioning of the main user groups of Qunar Guide is very clear: users with clear travel goals. This is a model for designing travel apps based on the division of user groups (users with clear goals, users with fuzzy goals, and users with no goals).

For users with clear goals, their main focus on products is efficiency and quality. Efficiency means that users can quickly find the content they want; quality means that the content is of high quality and relevant and can satisfy users.

Therefore, for this type of users, the app design must meet two principles: one is to reduce the operation steps as much as possible, and the other is to improve the content quality as much as possible. The Qunar Guide app does a better job in this regard and basically complies with these two principles. However, there are also obvious limitations, that is, for users with vague goals and no goals, it is impossible to guide and convert efficiently, and at the same time, it lacks effective attraction to these users, and user loyalty is not high. Qunar Strategy Edition sacrifices the needs of these two types of user groups (Qunar app meets the needs of these two types of user groups) to meet the rigid needs of user groups with clear goals. Once these users develop usage habits, they will definitely have a lot of skills. High loyalty. Let’s do some analysis on the design of the Qunar Guide app.

First, open the app and directly display local attractions, hotels, food, shopping, travel guides, travel notes, tickets and other information that users need to consider and prepare for a trip based on positioning to form a perfect experience. closed loop. The operation is simple, the page is concise, and the content is relevant. It features user-generated content. This is very attractive for users with clear goals and avoids spending time searching for information elsewhere. However, it also hides great risks. Qunar will definitely strengthen the review of original content to ensure the authenticity of the content. sex and quality. Once such users find that its content has no reference value, their loyalty to the software will be greatly reduced, or even catastrophic.

2. If you want to travel, you only need to do one step: choose a location. will present what the user wants. "One-step convenience" captures the G-point of a clear target user group. However, in order to improve the conversion rate, it is recommended that the two products of Qunar and Qunar Guide must be connected in both directions (for example, using entrance guidance) to cover all user groups, form user conversions between the two products, and maximize user reduction. drain.

Developing into vertical fields is the trend of the future, and moving from extensive to refined is a reflection of people’s pursuit of quality. Just like a towering tree, the reason why it grows so amazingly is because of its spreading roots. In the era of the Internet, the development of vertical fields, like the spread of roots, nourishes the development of the Internet toward higher goals.

However, while each field is being refined, if users can be refined according to the field itself, an organic combination of the two may give users a better experience.