基于Hooked理论的移动短视频应用设计策略研究

目的将Hooked理论导入移动短视频应用设计,以期改善目前短视频应用中存在的创作率低、互动性弱、参与度下滑等问题,激发用户的能动性和创造性,提升产品的互动体验。方法基于碎片化、个性化、社群化的移动短视频时代特性,分析Hooked理论导入移动短视频应用的意义,结合用户调研结果,以触发、行动、多变的酬赏以及用户投入四个步骤为主线,提出移动短视频应用设计策略,包括利用用户的压力、孤独感来触发用户使用,优化创作路径、推理用户行为,多变的成就达成机制以及价值存储与虚荣指标外显。结论通过Hooked理论的运用,加强了产品与用户行为的结合,有助于把握短视频产品的时代特征,减小用户创作阻力,满足多样化互动需求,打造出更富吸引力的移动短视频应用平台。

Design Strategy of Mobile Short Video Application Based on Hooked Theory

The work aims to use the Hooked theory in mobile video design,to solve the problems existing in the current short video application,such as low creation rate,weak interaction,declining participation,to stimulate the user’s initiative and creativity and improve the interactive experience in the product.Combined with fragmentation,personalization,community of mobile short video era characteristics,the significance of Hooked theory getting involved in mobile short video application was analyzed.The user research results were summarized with trigger,action,variable reward and four steps of user input as the backbone.The design strategies of mobile short video application were put forward,including triggering using by virtue of pressure and loneliness of user,optimizing creation path and deducing user behavior,together with variable achievement mechanism,value storage and explicit vanity indicator.The application of the Hooked theory strengthens the combination of product and user behavior,helps to grasp the characteristics of the times of short video products,reduces the creative resistance of users,meets the diverse interactive needs,and creates a more attractive mobile short video application platform.