Iterative Design Of The Second-phase Small Program Of Competence Center Based On Funnel Model

AARRR funnel model,as one of the common models in the field of user growth,is often used in product design and iteration by product,design and operation personnel.As for designers,skillfully referring to the AARRR funnel model can meet the design target more efficiently and will do great help to the growth of business.Meanwhile,the formation of growth thinking of the designer will improve the team value correspondingly.The project selected is a real experience of the author during the internship of Alipay design team of Ant Financial Services Group.It was launched in July 2019 officially,and has undergone several iterations in the later stage.The project comes from capability support services,provided by Alipay small program business to operators.The project empowers the small program operators by building a capability service platform.In the first phase of the project,the basic functions of the platform were basically built,but the user data of the platform failed to achieve the expected effect after the project went online.Therefore,in the later update and iteration,it is necessary to drive the growth of the number of users and the retention rate through more refined user operation and growth design.This paper introduces the whole project and its iterative process on the design of the first phase and iteration versions of Alipay small program.Among them,the content users involved in the project mainly include the following aspects:In the early stage,users are stratified through user research to obtain the experience problems of real users in the use process and the possible direction that can promote the growth of users;Combining with AARRR funnel model to optimize design ideas,put forward specific design schemes,and select the best scheme through A/B gray scale test.After the completion of the design,it will carry out acceptance and usability test for the project together with the developers and product personnel,review and summarize the whole project,and provide ideas and opinions for the later development direction of the product.The Version 1.0 of the Competency Center APP was online in July 2019 officially.After it goes online,it has carried out the second iteration on the basis of existing real users in September 2019.