How 3D World‑Building Transforms Home‑Service Operations at 58 Daojia

Business Background

58 Daojia is a professional home‑service booking platform offering cleaning, appliance cleaning, nanny, and maternity care services. Its core business is home cleaning, delivered through nationwide training of service providers and integration of online resources, forming standardized product, training, management, and service systems.

Business Analysis

User Group Analysis

Users have incomes above city and national averages, mainly managers, professionals, and private business owners working in IT, finance, and retail. They require direct, precise communication and visual presentation.

Business Perspective

The service follows an O2O model; online convenience must translate into tangible offline experiences.

Marketing Activity Perspective

Activities receive subsidies, necessitating a promotional visual atmosphere.

Building a Worldview with 3D Characters

Creating a narrative world gives operational activities story and emotion, enhancing user immersion and brand perception. Design principles include aligning with activity positioning and user traits, ensuring logical consistency with reality, and using the brand name as a core concept.

Gene‑family 3D characters share common visual elements (brand genes) across a series of activities, enabling visual continuity.

Worldview Implementation

The visual depicts service providers as family members accompanying households, reinforcing a warm, familiar feeling.

Visual System Construction

Based on mood boards and the established worldview, color and graphic composition create a visual language. 3D techniques render realistic scenes; assets are modular for reuse.

Operational Project Showcase

Series of campaigns use 3D characters as core visuals, emphasizing service attributes and creating rich, understandable scenes.

Growth: Evolving the Worldview System

As product strategy evolves, the visual system upgrades: characters become more expressive with simplified anatomy and rounded shapes; scenes use rounded objects for cohesion; storytelling enhances emotional engagement.

Conclusion

Key takeaways: building a worldview requires rational product and user analysis, leading to empathetic storytelling; a systematic “scene‑touchpoint‑emotion” design drives user participation and conversion; a shared asset library improves visual consistency and efficiency.