Tencent Welfare Goose
Released · Mobile App · 2022
We created a more convenient rights collection platform for Tencent game players. Based on simplifying user processes, it integrates existing game operator resources, uses game rights and login benefits, and promotes the exposure of operators and the sale of their game products.
CLIENT
Tencent
PROJECT TYPE
# UI/UX Design
# B2B2C
# Mobile
TEAM
2 UI designer
2 UX designer
1 Product manager
CONTRIBUTION
Information Architecture
User Flow
Prototype Design
TIMELINE
6 weeks
Jun. 2022 - Aug. 2022
Project Background
PRODUCT CONTENT & GOAL
Tencent PCG Ecological Cooperation Department, based on the existing rights business cooperation foundation, is creating a new collection of rights products in the form of a mini-program.
Design Process
Product Definition
Research and User Analysis:
Through online interviews with relevant stakeholders of Tencent and an understanding analysis of product requirements, we have clarified the efficient and user-friendly tool-oriented definition of the Welfare Goose applet V1.0 version.
Project definition
Efficient Tool
Content section
"For a long time, it has been a tool-based platform for convenient rights collection."
“The appeal is clarity, ease of use, simplicity, high user usability, and no need for user stickiness and a sense of belonging.”
"Pay more attention to the tool type, remove the sense of operation, and make it lightweight. We need to consider extreme situations. Strengthen information transmission."
"I hope there will be a clear distinction in the content, what is received or redeemed, what can be obtained by purchasing a membership, and there needs to be a clearer understanding of the sources of different rights and interests."
"Highlight the core functions and let users clearly know the rights they can get after purchasing."
"If there are still some users who think Welfare Goose is very good and clear, then it will be perfect."
"The product needs to convey different types of gift packages to users. There may be more types and contents of the gift package. It has more names and icons. The arrangement is very full, and the limit situations must be clear."
"The framework can be continued to be used after expansion: versatility after business integration in the future."
"The more content and forms of rights will become available. Only later will we consider commercialization and provide services around games."
“There may be many different C-type gift packs in the future, such as novice/return/level gift packs, etc. Balance the basic rights and expansion rights.”
"I hope it will be more conservative and official, similar to third-party support, and more general."
"Friendly, young, efficient, clear, objective and independent third party."
"The main pages and frames should still follow a common style, and there are some small areas that can be differentiated according to the product."
"For different businesses, some of the information contained in their gift packages and the user's interactive experience need to be relatively consistent."
"Design style: concise, clear and easy to use"
"Users don't fundamentally need us. The value of our product is a platform for receiving it. The evaluation will only be whether it is easy to use or difficult to use."
"I hope the operation process will be short. But if the design is still not straightforward enough, it can be modified."
"The user experience is further optimized, retention numbers are good, operational efficiency is improved, and ease of use and efficiency are achieved."
"Design style: concise, clear, and easy to use."
"Easiness needs to be balanced with simplicity and clarity. There are more colors and game icons on the page."
Design preferences
Simple and clear
Function detail
Interaction framework
Interactive operations
Understanding
intuitively
Expandability
Versatility
Convenient interactive operation
Excerpt from the interview
This content is sampled from the interview notes.
Design guidance
Summary of stakeholder interviews
-From "Source: "Key Consensus Meeting Materials"
Design Thinking About Mini-program:
WeChat Mini-program is a lightweight application based on the WeChat platform. It serves as a carrier for SaaS-type products to realize commercial value and is an important component in building a product ecosystem. With the continuous enrichment and expansion of the WeChat ecosystem, Mini-programs are playing an increasingly significant role in achieving business objectives. Furthermore, distinct from web and mobile applications, Mini-programs possess the characteristics of being fast, lightweight, and focused:
Convenient and Fast: Users can use the Mini Program without leaving WeChat, saving time on downloading and installing.
Lightweight: Compared to traditional apps, Mini Programs have smaller file sizes and faster startup speeds, making them able to load quickly even in low network conditions.
Native Integration: Mini Programs can directly access WeChat's basic functionalities, such as payment, location services, and camera usage, providing rich hardware and software support.
Product Framework
V1.0 Page Content Explanation
Operation Banner
Un-redeem Welfare*
Redemption Records*
Login Module*
Token Assets
Welfare Redemption History
Token Usage Details
My Assets
Manage Redemption Accounts*
Agreements and Policies*
Recently Redemption*
Rights & Welfare*
Member Benefits N Choose 1 *
Redemption area
Exclusive Gift
Active Gift
Exclusive Gift
Active Gift
Welfares' Name
Number of unclaimed welfare packs
Welfare Notification
Welfare Claim Button
View All
Welfares available to the current user
Welfares' Name
icon
Issuing Account
Issuing Date
Issuing Label
Login Portal - Phone Number Login
User Information
Switch Account
Consumption Records
Acquisition Records
Time Filter
Product Filter
Claims
Token Assets
Display user's redemption records for the past month
Welfare Name
Icon
Issuing Account
Issuing Date
Issuing Label
View Earlier Claims Records
Home Page
Rights & Welfare Page
My Page
My Assets Page
Claim Records Page*
-From "Welfare Goose V1.0 functional framework description"
*
I'm involved
Design planning/strategy
I'm involved
Not involved
01
Home page
“value” design
Multi-dimensional expression of valuable information to enhance the visual impact of the homepage
05
Efficiency improvement design
Ensure user interaction points and processes are coherent, enhancing usability and efficiency.
02
Information "combination" design
Clear information architecture and straighten out key information combinations
03
Component expansion design
Consider multiple status situations to improve component flexibility
04
Brand perception design
Branding, endow the brand with an emotional image, giving even utility products a sense of warmth
Information Architecture
The first impression of a mini-program is very critical. Therefore, for homepage design, the key is to strengthen the "value exposure" of the business, give users the most intuitive information perception, accelerate the establishment of their interest in business value, and strengthen users' positive expectations.
In the Welfare Goose mini program, through multiple modes of "value" presentation, an F-shaped value stream is constructed on the homepage, which enhances the "value" perception such as rights and membership benefits, and improves user activity.
Since the process of establishing a first impression is relatively short, flexible and diverse interactive forms can be used to deepen the user's impression perception.
Because each game has its own exclusive rights and welfares, in the membership module on the homepage of the Welfare Goose Mini-program, we use horizontal scroll interaction and expand and collapse interactions to ensure that users can see what membership rights they have when switching between different games.
Information "combination" design
Because Tencent's Welfare Goose consolidates welfares from various operators, and under the requirements of operators' brands exposure, it is necessary to consider scenarios where users can acquire benefits from a single operator as well as from multiple different operators. This involves showcasing both the welfare information and the operator brands.
Component expansion design
Design Output
In compliance with project confidentiality protocols, I‘m restricted from disclosing all documents.
Final Outcome