The answer is: take the user experience as the core, walk into the consumer's life and work scenes, simulate these scenes, including purchase scenes, use scenes, work scenes and life scenes, find pain points, find opportunities, and then design products, services and specific experience scenes.
When building a scenario, consider the following questions:
What can I do in this scene? What to offer to consumers?
For example, in the scene of heavy rain in summer, Durex found that condoms can also be put on shoes to prevent water. So I sent a Weibo map that Durex can use in this way, and the result was forwarded by the whole people.
Didi found it difficult to take a taxi during rush hour, so I designed an operation button that can give a red envelope to the master. For customers who are anxious or unwilling to wait, they can arrive at the car in advance by adding red envelopes.
Burger King set up a "red carpet ordering" scene on Queen's Day on March 8, and set up a red carpet and catwalk from the door to the snack area. Walk down the red carpet before ordering, and the music will start, just like a star catwalk. Give you a paper crown after ordering, and experience the feeling of the queen.
Chow Tai Fook Jewelry cooperated with the shopping mall to arrange 8 foreign handsome guys to send roses to all passing ladies on March 8, and can take photos for free. Through this scene, they tell female consumers: Today, you are the goddess and queen, and Chow Tai Fook wants to give you respect and love.
What are the pain points of this scene? How to solve it?
Xiaomi Technology found that consumers need not only a power socket but also a USB socket to buy a patch panel; In addition, parents with children at home are very concerned about whether the power outlet is safe enough. Because children like to play and are curious, sometimes they will insert their fingers or metal objects into live sockets, causing electric shock accidents.
In order to solve these pain points, Xiaomi added a USB socket when developing the patch panel; There is also a protective door for the power socket, which is also carefully designed to form a double-hole linkage. Only by two-stage insertion at the same time can the protection door be opened, effectively avoiding the danger of electric shock for children.
Xibeixiaomian village found that children don't like to eat, and parents can't cook. Parents have too little parent-child time-this is the pain point. According to the characteristics of the industry, Xibei specially set up two scenes of "cooking" to provide solutions.
A. Parent-child private cuisine course-parents sign up to take their children to learn cooking from chef Siebel.
B. Children Friction Shinohara faces competition-registered children will play, socialize and compete with other children.
Whether it is learning to cook with the chef or rubbing noodles with children, once it is launched, the effect is hot: parent-child private kitchens are snapped up every week! Why, there is experience, entertainment, temperature and socialization. Who will buy it? It can be a parent-after buying, bring your family and children to Xibei to experience cooking and enjoy weekend parent-child time; You can also send friends and relatives-increase emotional ties with friends and relatives; Even some units come to buy, and the unit mainly sends employees or customers as welfare, which reflects the humanized care of the unit.
Especially the parent-child private cuisine course, there are some unexpected gains: selling kitchen utensils and selling ingredients. Because of studying private cuisine, many families hope to buy the same kitchen utensils and ingredients as Xibei. Therefore, Xibei's kitchenware and ingredients also began to sell well.
In this scenario, how to let consumers participate or choose?
Hungry? Select 10 in famous business districts and subways in Guangzhou, Guangzhou, Shenzhen and Hangzhou, and cooperate with famous restaurants Pizza Hut and Haidilao to create a "hungry" chain store scene and interact with consumers. Consumers can receive milk tea, cakes and other commodities by scanning the code.
Adidas set up interactive advertisements at four bus shelters on Nanjing Road in Shanghai. When people get close to the infrared sensing range, the door of Adidas will open on the LCD advertising screen. Spokesperson Eddie Peng Yuyan Yuyan invites everyone to exercise together with the image of sunshine and smile.
Consider the buying and using scenarios of consumers.
You can also consider setting up a scene where consumers are buying or using products.
For example, there is a payment link in the purchase scene, and some shopping malls are equipped with interactive equipment. You wave to the machine and the machine will give you a feedback. Are you a handsome boy or a beautiful woman? What is your face value? How many discounts can you enjoy? Which products are suitable for you? Or set up a price challenge door and enjoy different discounts through different doors. The body is a privilege. These scenes are entertaining and interesting, which will lead to automatic communication.
Starlight Jewelry uses consumers' use of products to set up a specific scene: Baping proposes marriage. The purpose of consumers buying diamond rings is to propose marriage romantically, which is the use scene of products. To this end, Starlight Jewelry has set up special light and shadow technology on the glass curtain walls of major stores, where consumers who buy carats can make romantic proposals. Thousands of square meters of screen confession, supplemented by petals and candlelight, a romantic and unforgettable confession is unforgettable. Starlight Jewelry Hefei Store alone has more than 100 couples expressing their love in a year. On Valentine's Day, 520 and other festivals, several couples express their love every day and need to queue up. That square is also called love square by Hefei people.
Let's see how many brands use scene communication to guide consumption choices.
Scenes: Various working scenes of intellectuals. Scene communication: I often use my brain and often drink six walnuts. Six walnuts.
Scene: Eat hot pot, barbecue and stay up late. Scene exchange: afraid of getting angry, drink Wang Laoji. -Wang Lao Ji.
Scene: Sleeping late in the morning, no time for breakfast. Scene exchange: come to a bottle in the morning and feel refreshed all morning. -Nutrition Express.
Scene: Driving is tiring and sleepy. Scene spread: Have a can of Dong Peng special drink. -Dong Peng specialty drinks.
Scene: Hungry and sleepy. Scene spread: Have a cup of fragrant milk tea. -It smells good.
In short, the underlying logic of the sense of scene is the user's thinking, that is, considering the problem from the user's point of view, designing solutions for the user and giving the user a novel and interesting experience. Promote the choice of products and the good impression of brands. The ultimate experience will attract more fans and communicate freely.
Having scenario thinking and actively constructing scenarios will be the core competence of enterprises and brands to fight for the future.
Future, no scenes, no marketing. There are scenes and heat, called new marketing!