How to play more comfortably - talk about the behavior flow/operation flow in the product
Everyone should have this experience. For example, no matter how you click or swipe an app, after many times, even after completing the entire process, you are still not satisfied. There are even some things you didn’t want to buy, but you bought them after clicking here and there.
For some products, users get bored after a few clicks and give up on what they originally wanted to buy or find similar products elsewhere.
How to play more fun?
Can it even be so satisfying that users who originally didn’t want to buy your stuff are willing to buy it in the end?
^_^
This involves the user behavior flow or user operation flow in the product.
What is user behavior flow? (I'll try to be as simple as possible)
User behavior flow is the behavior trajectory of users in the process of using the product.
User behavior flows are designed. The product is designed when it is made.
As for what is a product without behavioral flow designed? I think everyone has some experience. Many times when we use a product, for example, after registering it, nothing happens anymore. What should we do next? Do your own research. . . If it's a product that people know how to use at a glance, that's fine. If it's a new thing. . .
There are two commonly used user behavior flow models: linear behavior flow and hierarchical behavior flow.
Let’s talk about linear behavior flow first.
This is what I personally prefer. The use of this behavior flow means that no matter how users operate the product, they will not see the same page and content in one process.
The core of linear behavior flow is to allow users to only process the current content and steps without worrying about the previous and next steps, so as to minimize the user's cognitive and decision-making costs.
Let’s talk about hierarchical operation flow
Each step or node of the hierarchical operation flow can have multiple behavioral sub-nodes. Each time a sub-node is completed, it needs to return to the main node. Only when all the necessary sub-nodes of the main node are completed can the current main node be entered into the next main node. node.
Typical examples are apps for booking hotels and air tickets.
The above two are respectively the first main nodes for booking air tickets and booking hotels on Ctrip APP. Let’s use the hotel as an example.
In the main node of hotel booking, when selecting a city, time, keyword, etc., a page or a pop-up layer, which is a sub-node, will appear. After selecting, return to this page, which is the main node. Finally, Click Query to enter the next master node.
This is the second main node for hotel booking. In this main node, there are many sub-nodes for filtering operations (the pop-up layer and filter page at the bottom).
This is the third main node for hotel booking. It is mainly a sub-node for viewing product details.
This is the fourth main node, and they are all child nodes for filling out forms.
Hierarchical behavior flow will make the product relatively rigorous, versatile and able to accommodate a large amount of content. But it also leads to cumbersome operations, but this is not the most critical thing. The most critical thing is that it leads to extremely high user cognitive costs and decision-making costs. This is why no matter how optimized the hierarchical operation flow is, users will find it very heavy to use, and it will be annoying if there are too many steps, because it requires too much thinking.
Linear behavioral flows are not easily accommodating large and comprehensive content. Because the key to linear operation flow is to reduce the user's cognitive cost and decision-making cost, the larger the content volume, the more complex and difficult it is to process these content data. Even if a lot of big data is used, analysis can only be done within a certain amount of content. Achieve linear behavior flow within the website, otherwise it will easily lead to too many operations and reduce the conversion rate.
Take Ctrip's hotel booking, a relatively general thing, as an example. It is not easy to change it into a linear behavior flow. However, if you limit it to specific users or scenarios, you can try it, because limiting specific users or scenarios can greatly reduce the content volume.
