The Brand Marketing Activity Design Of Internet Finance Based On HOOKED Model

In recent years,with the development of the domestic economy and Internet technology,Internet consumer financial services based on Internet technology and mobile communications are becoming increasingly popular with market users due to their simpler processes,faster approval,and faster lending than traditional financial institutions.In the 2017 China Internet Consumer Finance Industry Report,iResearch also pointed out that after 2017,the growth rate of online credit users will surpass the Internet financing,and will soon enter the demographic dividend stage.Moreover,in the increasingly highly competitive industry,the development of Internet consumer financial institutions will depend on three major capabilities: the ability of customer acquisition,user experience and risk control capabilities.At the same time,the brand will become an important factor in consumers’ financial decision-making,and Internet credit will enter the brand era.“UMONEY” was established relatively late in 2016,market users have weaker awareness of its’ brand,but brand is an important factor in affecting users’ lending decisions.Therefore,how to accurately grasp user behavior preferences in Internet financial scenarios,and to help the "UMONEY" brand quickly occupy the user’s mind in the market by improving the user experience becomes one of the key tasks for UMONEY in the second half of 2018.This topic is derived from UMONEY mid-year brand marketing activity project,which the main goal is to enhance market brand recognition and business transformation.In the process of design,the author combines cognitive psychology,brand positioning and HOOKED model theory with the characteristics of Internet finance users,and proposes a HOOKED design strategy applicable to Internet consumer finance.And it is applied to the design of the theme architecture of the activity and the design of the interactive user interface.Eventually,an interactive design that meets both the user experience and the business goals is been output.After the project went online,the optimized solution was produced in time according to online data and user feedback,and the iteration of the 1.0 to 2.0 version of the interactive program of the “818 UMONEY” brand marketing activities was completed,which ensured the user experience on the follow-up line of the activities.At the same time,the feasibility of this design strategy and practice has been well confirmed by the project’s final online data and user feedback.At the end of the project,after the overall design of the project and the online data reorganization,the author compiled the experience problems that still existed for optimization,and produced the “818 UMONEY 3.0” interactive design optimization solution.I hope to provide relevant experience and ideas for the interaction design practice of Internet consumer financial institutions in the future.