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當(dāng)前位置: 首頁 > 售后 > 藝源智庫
從“免費試用”模塊設(shè)計反思UI的設(shè)計思路
時間:2019-09-09 16:03:54
文章發(fā)布:李陽
原創(chuàng)作者:未知
來源:互聯(lián)網(wǎng)

在App大版本的迭代中,免費試用作為小模塊,交互邏輯不變,僅做視覺層面的優(yōu)化。然而在視覺優(yōu)化過程中,免費試用的體驗問題浮出水面,此時對免費試用的設(shè)計從表層進(jìn)入相對深的層面。設(shè)計的過程也引發(fā)靜雯對于視覺設(shè)計師職能的一點思考,拋磚引玉。

文章大綱:

  • 背景

  • 設(shè)計后的再思考

  • 競品分析,尋找普適的解決方案

  • 輸出新的設(shè)計方案

  • 小結(jié)與反思


一. 背景

美啦5.0的風(fēng)格確定后,App其他頁面的視覺設(shè)計也需要跟進(jìn),免費試用的優(yōu)化也由此展開。因美啦5.0版本改動大,工作量大,所以免費試用的交互邏輯與舊版本保持一致。通過狀態(tài)區(qū)分,依次是進(jìn)行中、預(yù)熱中、已結(jié)束,用戶進(jìn)入活動詳情頁可以進(jìn)行分享報名,查看試用名單及試用報告。

從“免費試用”模塊設(shè)計反思UI的設(shè)計思路-藝源科技

△ 免費試用交互邏輯

因此免費試用主要是視覺層面的優(yōu)化,包括導(dǎo)航的統(tǒng)一,icon等的調(diào)整,使之視覺上輕盈。視覺的優(yōu)化極快完成了,但原本的邏輯真的有結(jié)合免費試用本身的作用與功能嗎?于是我們停下來做了一些思考。

從“免費試用”模塊設(shè)計反思UI的設(shè)計思路-藝源科技

△ 快速更新視覺層面的設(shè)計圖


二. 設(shè)計后的再思考

首先分析免費試用的作用,因為免費,所以對用戶也有比較大的吸引力。吸引用戶流量,增加活躍度,給做試用活動的產(chǎn)品更多的曝光,引導(dǎo)用戶種草。吸引來的流量就應(yīng)當(dāng)物盡其用盡量增加產(chǎn)品曝光。

再分析用戶來到免費試用的目的:一是看看有什么喜歡的產(chǎn)品在做試用活動,參加該活動;其次,如果沒有喜歡的產(chǎn)品,那就看看以前的試用活動,而以前的試用活動里比較吸引用戶的內(nèi)容便是優(yōu)質(zhì)試用報告。

分析完免費試用本身的作用及用戶的目的后,我們發(fā)現(xiàn)了兩個問題:

第一,免費試用的tab欄分別是進(jìn)行中、預(yù)熱中、已結(jié)束,進(jìn)入免費試用后默認(rèn)是進(jìn)行中。在極端情況下,會出現(xiàn)內(nèi)容較少或沒有內(nèi)容的空狀態(tài),破滅了用戶來免費試用的目的,也浪費了免費試用重要的曝光位置。已結(jié)束的文案及banner圖的已結(jié)束標(biāo)簽,降低了用戶的點擊欲。這些細(xì)微的體驗問題都會間接減少用戶在免費試用的留存。

從“免費試用”模塊設(shè)計反思UI的設(shè)計思路-藝源科技

第二,經(jīng)過對免費試用的使用挖掘,沉淀在已結(jié)束頁面內(nèi)的部分優(yōu)質(zhì)試用報告,即關(guān)于產(chǎn)品的使用結(jié)果反饋,是除了試用活動,對用戶比較有價值,同時可以引導(dǎo)用戶種草的內(nèi)容。但目前查看試用報告的路徑比較長:點開免費試用、點擊已結(jié)束、點擊某個活動、下拉2屏左右的距離,點擊查看試用名單和報告按鈕,點擊試用報告,進(jìn)入試用報告feed頁,查看某條試用報告。需要操作8個步驟才能看到,路徑比較深,用戶在其中任何一個環(huán)節(jié)都可能離開免費試用。

從“免費試用”模塊設(shè)計反思UI的設(shè)計思路-藝源科技

△ 查看試用報告的路徑


三. 競品分析,尋找普適的解決方案

由于有免費試用的競品較少,因此選擇了網(wǎng)易嚴(yán)選樣品試用、京東試用、淘寶阿里試用、天貓美妝試用。這幾個平臺的免費試用雖然是web端,但是對于美啦免費試用的設(shè)計參考是相通的。

我們對4個平臺的免費試用使用后,得出如下分析:

第一,四個平臺里,網(wǎng)易嚴(yán)選樣品試用、天貓美妝試用的試用產(chǎn)品比較少,網(wǎng)易嚴(yán)選樣品試用將所有的試用活動放置于一個頁面就沒有頁面冷清的感受,天貓美妝試用就會覺得內(nèi)容冷清。京東試用、淘寶阿里試用的試用活動很多,沒有上述問題。

從“免費試用”模塊設(shè)計反思UI的設(shè)計思路-藝源科技

△ 競品的免費試用頁面

第二,京東試用、淘寶阿里試用、網(wǎng)易嚴(yán)選樣品試用給予了試用報告比較高的優(yōu)先級。展示優(yōu)質(zhì)試用報告,對于電商平臺的轉(zhuǎn)化理論上有一定的幫助。

從“免費試用”模塊設(shè)計反思UI的設(shè)計思路-藝源科技

△ 試用報告的優(yōu)先級

第三,網(wǎng)易嚴(yán)選樣品試用及天貓美妝試用在已結(jié)束的活動頁面,都提供了查看報告的按鈕,引導(dǎo)用戶查看試用報告,這對于電商平臺而言,可以間接提高用戶轉(zhuǎn)化。京東試用已結(jié)束頁面比較隱藏,也只顯示文案「名單已發(fā)布」,用戶難以判斷內(nèi)部是否有值得查看的內(nèi)容。淘寶阿里試用已結(jié)束頁面沒有任何文案提示。

從“免費試用”模塊設(shè)計反思UI的設(shè)計思路-藝源科技

△ 已結(jié)束頁面的試用報告入口

由上述競品分析,我們得出這樣的結(jié)論:

  • 在使用產(chǎn)品較少的極端情況下,將所有活動放置于一個頁面可以營造出熱鬧的活動氛圍,可以比較大程度避免極端狀態(tài)。

  • 提高優(yōu)質(zhì)試用報告的展示優(yōu)先級,3個競品給予了試用報告較高的優(yōu)先級,2個競品在試用結(jié)束頁面引導(dǎo)用戶查看試用報告。


四. 輸出設(shè)計方案

我們把競品分析所得到的結(jié)論應(yīng)用到美啦免費試用的優(yōu)化上:

  • 將所有的試用活動放置于一個頁面,順序按照進(jìn)行中、預(yù)熱中、往期試用,去掉已結(jié)束的標(biāo)簽,增加查看試用報告的標(biāo)簽,引導(dǎo)查看試用報告。

  • 將同樣有吸引力的試用報告優(yōu)先級提高,放置精華試用報告。

從“免費試用”模塊設(shè)計反思UI的設(shè)計思路-藝源科技


五. 小結(jié)與反思

面對設(shè)計迭代的優(yōu)化,視覺設(shè)計師除了做出視覺層面的更新,也需要從更深層次的考慮產(chǎn)品的功能是否順暢的實現(xiàn)、用戶的使用感受是否良好。具備一定的產(chǎn)品思維,挖掘設(shè)計優(yōu)化深處的需求與視覺層面的設(shè)計同樣重要。

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