Designed the Mobile App for a travel platform to boost user engagement by adding trip invitation/sharing features.
Kuai Bang Xing, a North American travel services provider, wanted to take advantage of WeChat Mini Program, to bond business with social media and expand its user base via the social network of existing users.
KuaiBangXing decides to take advantage of the platform and build up its user base through social networking.
We faced the challenge to reimagine growth hacking via a WeChat mini program under the strict regulations from WeChat and the Chinese government regarding social media marketing.
WeChat is the Chinese multi-purpose messaging, social media, and mobile payment app developed by Tencent.
Performing as “sub-applications” within the WeChat ecosystem, WeChat mini program is the most popular e-commerce platform and playing a significant role for every business.
Users can access mini-programs through many touch points such as Official accounts, WeChat Moment advertising, search, scan, share. Among them, sharing is the number 1 entry point.
We cannot offer monetary incentives for people to repost or share content through the WeChat group. Instead, the recipient can redeem after accomplishing other actions.
We had 10 user interviews, learned about users' travel habits and comfortable level of social media sharing.
Chinese Students in North America
Their friends and family in China
Users that are middle class in China
Financially comfortable.
Safety is the top priority.
They don't want to be treated as stingy traveler.
“Like to travel with friends or family"
"Prefer to travel with someone I can trust."
“could travel with people that we have common friends”
“I feel like sharing travel info to social media is kind of awkwards and embarrassing."
" I only share with people that I am super close with."
“I never want to share anything to social media.”
Based on KuaiBangXing's current business volume, we designed new features and separated them into three stages to meet shareholders' expectations and users' needs.
For those who are open to travel with strangers in small groups, join listed travel groups. Users can use WeChat groups for pre-trip discussions.
Users can share trip invitations link to friends and family via WeChat. Recipients can check trip details, respond and sign up for the trip on the same Portal.
Users can share the bargain link to friends and family. Friends and family help users to unlock discounts, and at the same time, they will get trip rewards for their future trip with KBX.
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