Role:
Creative Design
Category:
Digital Experience
Time:
2022.11 - 2023.1
Designing the discovery and transaction interface of innovative online products based on visual habits, user psychology, and test data optimization of information structure, creating an intuitive, seamless, and diverse online shopping experience.
Exploration of Localized Online Shopping Experience Design
Project Background: In the past, under the agency model, the online shopping experience was influenced by the platform and the agents. The products were disjointed and low in logic, making it difficult to form a sense of product groupings. At the same time, the classification of categories and generations was not clear enough, and it was difficult to actively reach and understand promotions and new arrivals, which was not conducive to consumers making purchasing decisions. It also made it difficult to correctly understand the brand image and form a fan effect. With the goal of transitioning to an official direct-operated model, it is necessary to integrate product categories and rebuild the online flagship store.
Design Proposal: During the design phase, I have clarified the following goals: to make the product line easy to understand by local users, to quickly capture the characteristics of each product, to ensure an undisturbed and traceable browsing experience, and to expose new product launches and promotional activities. On this basis, it is also necessary to ensure a consistent style, compatible readability for both web and mobile.
Design Execution: I studied the documentation of the Amazon platform and the official promotion strategies, compared and analyzed the designs of 5 local brands and overseas brands, and together with the e-commerce team, tested the shopping process that conforms to local user and platform characteristics, and clearly defined the web structure with categories as the homepage and activities and new arrivals as the auxiliary. I built two different versions of web prototypes, and redesigned the graphic and text size specifications and layout structure for the Amazon platform, ensuring cleanness and tidiness while meeting the readability of both web and mobile ends. After completing the overall design, I produced more than 10 category headers and poster design samples, and maintained the design updates for the rest of the year.
Design Results: After three months of parallel testing, it has been able to replace the original agent store from a data perspective. Starting with the launch of the flagship product in 2022, the online store has been used to this day and has become an important window for online users to get to know the Xiaomi brand. The design structure meets the clarity of categories and generations, the convenience of product positioning and tracing, and takes into account the experience of both ends, ensuring repeatable iteration for updates and maintenance. The store's products have also won the category sales championship in multiple promotional activities, gaining recognition in the market.
