Research On Gamification Experience Design And Practice Path In Brand User Growth

"User growth" has always been the eternal goal of enterprises.In the Internet era,with the disappearance of the Internet demographic dividend,user growth is imminent.The user growth needs to pay attention to the accumulation of brands.Only the growth is long-term,and the relationship between brands and users is sustainable and friendly.Therefore,the different symbols of brands are closely related to the user growth.What is different from the past is that people’s living standards continue to improve and they begin to pursue higher quality products and services.Therefore,in order to get high-quality users,brands also need to provide them with better product and service experience.Therefore,the brand in the pursuit of user growth is not only the quantity of growth,but also the quality of growth.In addition,gamified experience design can enhance the enthusiasm of communication between users and brands and promote user participation.Currently,many brands are applying gamification design to their products and services.Therefore,this study will explore how brands can improve user experience through gamification experience design,and at the same time improve the response rate and enthusiasm of users to the brand,so as to increase the number of users,improve the quality of users and the transformation of value,so as to enhance the commercial value of the brand.Through the research of domestic and foreign literature and works in the field of brand experience,user growth and gamification design,the author conducts an insight into their trends and summarizes the research status and direction of brand user growth.Then,the author interprets the concept of brand user growth and puts forward that brand user growth can be sustainable.Secondly,from the perspective of brand,the design path of gamification experience in the growth of brand users is constructed: gamification goal establishment,gamification mechanism formulation,gamification component design and experience result evaluation are four steps.In the formulation of gamification mechanism and component design,from the perspective of experience design and combining with the characteristics of gamification experience,the journey of gamification experience design is divided into three stages: anticipation(discovery),event(joining and shaping),and influence(ending).Then,by selecting the gamification industry cases of user growth in terms of user size,user retention and payment conversion as the analysis object,the gamification mechanism used in the cases was analyzed through the octagonal behavior analysis method,and the key points of gamification experience design were sorted out.Then,through expert research,the user experience and brand experience in the case are evaluated and scored to verify the accuracy of the design analysis and the effectiveness of the brand experience.Finally,the advantages and disadvantages of existing business gamification cases are explored through questionnaire survey.Finally,by studying the depth and breadth of gamification status quo,this paper proposes gamification experience design strategy for brand user growth,and carries out design practice for TONGQUE ERQIAO brand under the guidance of this strategy.The design strategy is based on three kinds of brand growth needs,namely,improving brand cognition scale,improving brand user stickiness,and promoting user payment transformation.The design direction of stimulating curiosity,increasing sense of achievement and enhancing sense of acquisition is proposed.The design direction is applied to the online shopping experience of TONGQUE ERQIAO brand,and the idea of brand user growth is put forward: In combination with the brand connotation of White Ginger of Tongling culture,online shopping experience of various categories of White Ginger products is created through Wechat mini program in the form of gamification experience design,so as to increase the attention of ordinary users and the scale of first-time paying users and loyal paying users.With the aim of improving user engagement and satisfaction through gamified experience design,the brand can obtain more high-quality users.Finally,it can provide theoretical framework and practical reference for brands,and promote the theoretical development and application of gamified experience in the field of design in the growth of brand users.