Baozoumanhua is the biggest online meme community in China. With large-amount user-generated contents, Baozoumanhua and its IP have become a special Internet culture among Chinese netizens.

In 2013, Baozoumanhua was not satisfied with its mobile application product. Similar to its website, the application provided functions like browsing, editing, collecting and sharing. The application had a much lower active user rate and a higher bounce rate. Besides, users were not active in making or uploading contents via this application, which maded the UGC frequency difficult to increase.

Baozoumanhua hoped our team can find out if there were usability and user experience problems. They wanted to redesign their application to increase the active user rate, lower the bounce rate and improve the UGC situation.

Baozoumanhua

Experience map

To find the key entry point of this redesign project, our team evaluated the former application by user data analysis, interview and cognition walkthrough. We built the user experience blue print to locate the current experience problems, and designed the product improvement strategy.

Cognition walkthrough

User journey

User experience map

Gamification

Our solution was based on gamification theory. By constructing a city-like community, and setting up incentive mechanism, we encouraged users to contribute their meme ideas. We also encouraged them to comment each other's creations, which highly increase the quality of user-generated contents. We restructed the application to improve user's experience. A better user journey made the users spend more time on the application, digging through different contents.

Gamification

Improve the structure and interaction

We also restructed the application to improve user's experience. A better user journey made the users spend more time on the application, digging through different contents.

According to the new structure, we went through all pages and redesigned the interaction. In this way, most usability problems were solved.

Redesign the structure and interaction

Results

On IOS platform, some users reported that their data was cleared mistakenly due to a severe bug. Under such situation, the PV value still kept the same as the former version. For new version on Andriod platform, the PV value was increased by 50%. the comments on all Andriod markets were mostly positive. The new version BZMM also effctively increased the amount of UGC on mobile platform.