In the marriage and dating market, how to show the user’s personality more realistically and accurately has always been the core pain point of product design. This paper proposes an innovative solution – “Personality Level Medal”, which aims to improve the authenticity, accuracy and topicality of user personality tags by establishing a grade label system.
Core Perspective
- For empty personality tags, users on dating platforms tend to speculate negatively.
- The authenticity, accuracy, and topicality of the current tag display “user personality” cannot be guaranteed
- “Finding the same frequency” is a common core and unmet demand of all kinds of users
- The “Personality Medal” is a breakthrough in achieving a little optimization and driving the overall improvement of dating products
- Anyone who wants to simply use AI to improve the recommendation algorithm to enter the market will only fail.
- At present, AI is applied in dating products, and the first thing to think about is how to guide users to publish more information.
- “Sex” is the opposite-sex social nature of all animals, but “decency” is the heterosexual social trait of humans.
introduction
The “Personality Level Medal” mentioned below is a new “user information disclosure mechanism”. It aims to improve the effect of dating products on displaying users’ personalities, and use this as a breakthrough to improve the core data of products, including “matching rate”, “effective interaction rate”, “relationship precipitation rate” and “paid conversion rate”. This function is highly adaptable to all kinds of current dating products, and I believe that this function will soon become the standard configuration of this track product.
Among all current marriage and dating products, “tags” have always been an important means for users to disclose their personality information, and sometimes even the only means other than photos. However, the utility of labels in personality display is limited. For ease of storytelling, here is an example of the phenomenon of recruitment platforms: it is difficult for job seekers with average qualifications to get interviews through the empty trait label; Usually, the label (XX industry/XX years of experience) is supplemented by a specific case/work description, which makes it easier to get an invitation for an interview. At the same time, it includes the label of case supplements, making it easier for both parties to start a dialogue.
What does a product manager need to do?
In the process of a product from scratch, it is not easy to do a good job in the role of product manager, in addition to the well-known writing requirements, writing requirements, writing requirements, there are many things to do. The product manager is not what you think, but will only ask you for trouble, make a request:
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On the other hand, marriage and dating products usually do not contain specific elaborations on personality labels. In addition, users are usually in a state of distrust and vigilance about marriage and love platforms, and the phenomenon of users randomly choosing tags on the platform is frequent. This exacerbated the labeling problem:For empty tags, users on dating platforms have become accustomed to negative speculation.The problem of optimizing user personality tags on marriage and dating platforms is imminent.
The first thing to bear the brunt of is of course the issue of authenticity. But even if authenticity is guaranteed, users will be inclined to speculate negatively.
For example, the “undergraduate” label tends to default to “double non-private colleges” under the “undergraduate” label, which is the worst possibility of the label range.
“Two-dimensional” label, “high-level two-dimensional users” tend to think that the user is filled in casually. may have only watched a few dramas, and there is no in-depth involvement in the culture and experience of the second dimension (natal characters, anime).
Brief background analysis
At present, the quality display of dating products on the market for users has been quite mature, but the display of personality is seriously insufficient. Even so, the personalization of display users also occupies a prominent position in various marriage and love dating platforms, as shown in the figure below, the head marriage and love products: holding hands, green vine love. When displaying user information, the user’s personalized label is placed in a prominent position.
Whether it is marriage, dating or recruitment,There are generally three steps to developing new relationships: convenient filtering of conditions; fit order; Actual communication/getting along is finalized. At present, all kinds of products can basically meet the first step, but the follow-up link is difficult to satisfy.Convenient filtering of conditions This link mainly looks at basic information, and users can quickly filter from age, education, annual salary and other conditions. The last two steps mainly look at the degree of co-frequency and chat experience (icebreaker).
The chart below shows the market chart of Soul and Hand in Hand. Even soul’s first market chart is the main push to discover the same frequency.
At the same time, search for marriage and love-related topics in various social media,“Finding the same frequency” is the common core and unmet demand of all kinds of usersThe core of the popular “finding a partner” some time ago is also “finding the same frequency”.
Collecting and displaying user personalization is the key to matching at the same frequency。 The industry is developing year by year, and how to better display user personalization has become one of the new trends in the development of the industry. In recent years, there have also been some product micro-innovations, which are mainly represented: Holding hands, Soul.
Brief analysis of competing products
Holding hands
The main innovations of holding hands are three:
1) Favorite tags: Users can choose up to 3 tags as their favorites, and need to post more than 5 words around the hashtag.
However, the largest number of users are still broad and empty about the expansion of tags, and cannot do the specific supplementary description mentioned above.
2) Ideal tag: After the user selects any tag, the interface will expand the four tags with the highest association with the tag for the user to select.
3) User profile explanation ideal type of tag: Some tags can be further explained by tags: such as my dating preference tag “outdoor sports”, it can be explained by the other party’s profile tag – “hiking”.
Brief comment on holding hands: The purpose of the improvement of the hand-in-hand tag is to improve the matching rate, and the specific measures are to enrich users’ friendship preferences and improve the interpretability of recommendations. However, the improvement in the user’s own personalized display is minimal. Describe empty tags with empty supplementary content: Fail to improve the authenticity, accuracy, and topicality of tags. At the same time, the most favorite label function lacks the concept of level, and the motivation of users to supplement information is low, and in the actual experience, the proportion of users who improve the most favorite tag information is less than 20%.
Soul
Soul embodies two points in user personalization:
1) Medal wall system: mainly divided into three parts, SSR experts, group chat, and event limited. Among them, SSR talents need to meet the requirements for the number of release moments and the number of fans. Group chat medals need to rely on consumption upgrades. The event is limited to users who need to participate in the event to meet the requirements.
2) Label certification: to attract new products and promote services, not to improve authenticity.
Brief comment on Soul:Soul’s medal and gravity sign mainly meet users’ personalized display demands and in-product business/commercialization demands. Instead of improving the authenticity, accuracy, and topicality of user personality tags.
To sum up, the two products on the market that are closest to the functions proposed in this article are not good at solving the problem
Brief description of pain points
Pain points of personalized labeling: The authenticity, accuracy, and topicality of labels showing “user characteristics” are low
Regarding the low topicality, I would like to quote two additional points. First, the figure below is sterling silver’s understanding of the difficulty of “topic socialization”. The conclusion given by sterling silver in the first paragraph of the screenshot is: the topic is not tag.
The second is the psychology course during the master’s degree – “group tutoring” inspired me. One of the common icebreakers in team coaching is to ask each member to share three strengths or characteristics about themselves. In many practices, the host needs to guide everyone to share the specific case expansion of this point, so that the effect of team communication can achieve the ideal state.
The directly corresponding user pain points are: it is difficult to find people with the same frequency; Low icebreaking quality
A brief analysis of user behavior
The core of this article is to promote user information disclosure. That is, the new feature aims to increase user content publishing motivation and reduce resistance/threshold.
- Motivation: self-satisfaction; the expected matching effect is improved; Unlock content or features
- Resistance/Threshold: Lazy; low expression ability; privacy concerns; Character concerns (hypocrisy/hunger/pretense: ）
Function introduction
Overall idea:
- The current personality tags are too broad, and users speculate negatively. If a level label is established, the empty personality label is finely divided. Ensure the “lower limit possibility” of high-grade labels, and recognize the gold content of high-grade personality labels even if users speculate negatively.
- In order to ensure the authenticity of the personality label, the level upgrade of the personality label needs to be certified.
- Establish a hierarchical evaluation system based on topics and user cognitive habits. Among them, the authentication content uses a fixed content format,Users only “fill in the blanks” to improve the information to ensure a stable and effective amount of information。
Overview of the Trait Medals feature
The product is given a certain range of “labels” in advance for users to choose. After users select the label, they can upgrade the certification independently, and the initial state does not need to be authenticated, and other levels will have AI/manual review and certification links. Here are only two brief points.
Trait medals can be placed prominently in the user profile display of the recommendation section, as shown in the figure below (based on the first version of Holding Hands and Love of Green Vine)
After clicking on the “Trait Medal”, users can see the specific details of the other party’s personality upgrade, authentication method, etc. Different categories of personality badges have different details and authentication methods and default information display modes.
Technical feasibility estimate
Using AI, LBS, health data and other technologies can achieve most of the automatic authentication and AI authentication. For example, if you obtain health data, you can get the user’s steps at different times and the total number of steps on the day. In turn, it can be one of the bases for analyzing and judging the two types of habits of “staying up late” and “staying at home”.
In previous articles, it was introduced that the automatic generation of user content based on LBS technology is already mature. The only key is to increase user acceptance. The “Personality Medal” solves this problem.
Functional effect estimation
Core differentiated user value:
- More convenient display of its own features/advantages.
- It is easier to find people on the same frequency. Certification is more real, and the improvement in accuracy is more like “vernier caliper” compared to “ordinary caliper”.
- Easier to chat: no longer limited to “common labels”, but to show “real and specific experiences” under each other’s interests and habits.
User-level data lift estimates:
Core data
- Daily additions: “Personality Medal” provides new growth points. Quickly seize the user minds of “high-quality true and same frequency”. It is estimated that the growth marketing point is “high-quality dating should also be really at the same frequency” and “personalized labels full of details”.
- Retention rate (short/long): In the short term, users can establish product expectations through “differentiated value”, and in the long term, it can be achieved through higher “matching rate” and better “icebreaker experience”.
- Matching success rate: The data leverage is to increase the probability of female likes/replies to messages. Specifically, through the “personality medal”, it helps users create shining points and enhance attractiveness. Improve the “quality of boys’ conversations” through the guidance of specific cases and topics corresponding to the medal. The second is to introduce personality medals and increase the number of user tags.
- Effective Engagement Rate: Similar matches are successful. Specifically, it is achieved by improving the attractiveness of user data (improving interaction motivation) + topic quality (lowering the interaction threshold).
Other data
Feature usage: For example, the Hand in Hand APP currently uses 15% of the “preferred tag”, and the introduction of “personality medal” can significantly increase this proportion.
Business-level data improvement estimates:
- Member subscription rate: By increasing the recognition of “high-quality users”. Users pay to increase the probability of matching and recommending “high-end users”, which is one of its mature revenue points. The specific amount is determined with the increase in probability. “Personality level tags” can more intuitively show the “user’s high-level nature”.
- Broad future: Personality Medal can be introduced in the later stage of offline activities.
One more point
The specific terms and expressions of “label medals” can be adjusted according to product characteristics and growth purposes. For example, Soul has a planet concept, and the medals here can use the “satellite” concept entirely. Other products such as Lemon 7 are not the same. Secondly, the medal needs to be changed at the same time as the recommendation/matching function. Let users feel the value of the “medal” for the first time and stimulate users to upgrade the medal.
epilogue
The “Personality Medal” is a breakthrough in the overall improvement of dating products driven by a little optimization.From the underlying algorithm to the “gameplay” and “interface” that can intuitively convey the user’s “gameplay” and “interface”, the “personality medal” can be introduced to achieve qualitative optimization, and the estimated effect can run through the whole life cycle of users: new recruitment, retention, revenue, etc. can be greatly improved.
(As mentioned above, part of the content is omitted.) If there are peers who feel the same way, we look forward to communication)
Some gossip
- User profiles, and gradually became keen on “immersive” content. At present, all kinds of marriage and dating are committed to reflecting “life-like content” through photos and content in portraits. In fact, the purpose is to stimulate the user’s imagination and memories, so that users can imagine that they have witnessed each other’s scenes in life, which is conducive to creating a “sense of intimacy” and practical topics. (This is also the value of the personality medal.) ）
- “Sex” is the opposite-sex social nature of all animals, but “decency” is the heterosexual social trait of humans.In the dating scene, rich words such as “slightly fat” and “daddy” were invented, but they were just talking about indecent sex and hurting money. Of course, sex is the first driving force for heterosexual socialization, but marriage and dating products should think about how to make this process more decent.
- “Unseemly” is the number one reason to limit the use of the product by a wide range of potential users.Even the head dating products account for less than half of the overall users who have social needs for marriage and love. Some of these users are in Xiaohongshu, and some are in the comment areas of various confession walls…
- AI in marriage and love products:Anyone who wants to simply use AI to improve the recommendation algorithm to enter the market will only fail. ”The premise of “accurate recommendation” is “accurate identification”. At present, marriage and dating products cannot be accurately identified, especially at the level of user personality.When AI is applied to dating products, the first thing to think about is how to guide users to publish more information.At present, AI is the only mature application of AI in marriage and dating products. (Talk about your own little idea: many users don’t know what type of opposite sex they like.) Use the AI chat function to help users quickly communicate with different types of people of the opposite sex, and then choose their favorite type. At the same time, during the communication process, AI will also identify the user’s own type. Match accordingly. Through AI, obtain user information that is difficult to obtain in various current marriage and dating products. “And the value of this function is also convenient and direct to users, and the marketing point is easy”)
- A common “look at the feeling” in girls’ mouths: In many scenarios, even if the user is recommended according to the requirements of women. The woman remained unmoved, from an emotional point of view, because the other party did not arouse the girl’s emotional fluctuations. From a rational point of view, meeting the requirements for making friends is only a necessary and not sufficient condition。 Hashtag information can put users in a low emotional state, and the “immersive content” mentioned above can bring users back to a high emotional state, helping to achieve “feeling”.
- Finally, let me say my previous thoughts: A. What “irrelevant user quality” information in the user portrait may cause the user to choose a person of significantly lower quality? B. Is this part of the content easy to find in the current various marriage and dating products? (If this part of the content is currently small, should it become the point of our efforts?) ）
