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當(dāng)前位置: 首頁(yè) > 售后 > 藝源智庫(kù)
用蘇寧金融的案例,教你學(xué)會(huì)分析一款A(yù)pp
時(shí)間:2019-09-21 10:00:35
文章發(fā)布:李陽(yáng)
原創(chuàng)作者:未知
來(lái)源:互聯(lián)網(wǎng)

蘇寧金融是國(guó)內(nèi) O2O 金融的先行者,自己從事的也是互聯(lián)網(wǎng)金融行業(yè)。為了進(jìn)一步提升自己的產(chǎn)品思維,我就嘗試著把 app 中的體驗(yàn)問(wèn)題分享出來(lái)。

當(dāng)然因?yàn)樽约簺](méi)有參與過(guò)這款產(chǎn)品的設(shè)計(jì)研發(fā)過(guò)程,我所提出的問(wèn)題可能他們也發(fā)現(xiàn)了,但是因?yàn)楦鞣N客觀原因無(wú)法得到很好的解決。所以我這里說(shuō)的都是自己一些個(gè)人看法,僅供蘇寧團(tuán)隊(duì)做個(gè)參考。

以下是我從品牌化處理,輕量化原則和一致性原則三點(diǎn)對(duì)蘇寧金融這款產(chǎn)品做的分析。


品牌化處理

品牌可以在用戶心中創(chuàng)建一種產(chǎn)品區(qū)別于其他競(jìng)品的態(tài)度,有效的品牌化處理可以為產(chǎn)品或者服務(wù)增值。對(duì)于互聯(lián)網(wǎng)金融類產(chǎn)品來(lái)說(shuō),品牌化處理的重要性尤為明顯。

用蘇寧金融的案例,教你學(xué)會(huì)分析一款A(yù)pp-藝源科技

根據(jù)2017銀行用戶體驗(yàn)大調(diào)查可以發(fā)現(xiàn),影響用戶理財(cái)最主要的四個(gè)因素依次為:收益,風(fēng)險(xiǎn),投資/購(gòu)買(mǎi)機(jī)構(gòu)安全性,是否保本。

從中我們可以發(fā)現(xiàn)用戶在理財(cái)過(guò)程中非常關(guān)注資金的安全性。所以對(duì)于互聯(lián)網(wǎng)金融產(chǎn)品來(lái)說(shuō),首要目的是要營(yíng)造用戶對(duì)于產(chǎn)品的信任感,而信任感的建立非常依賴其背后的品牌。

例如,支付寶,螞蟻金服后面的阿里,京東金融后面的京東,微眾銀行后面的騰訊。阿里跟騰訊都有其特有的視覺(jué)形象,螞蟻和企鵝。以微眾銀行為例,其界面中多次出現(xiàn)企鵝形象,這樣的設(shè)計(jì)無(wú)時(shí)無(wú)刻都在向用戶傳遞一個(gè)信息——錢(qián)放我(騰訊)這里你放心。

用蘇寧金融的案例,教你學(xué)會(huì)分析一款A(yù)pp-藝源科技

而蘇寧的形象是一頭獅子,但是這頭獅子并沒(méi)有很好的融入蘇寧金融這款產(chǎn)品中。其實(shí)這也無(wú)所謂,因?yàn)椴⒉皇敲恳粋€(gè)品牌都有一個(gè)深入人心的視覺(jué)形象,例如,網(wǎng)易。但網(wǎng)易所有的產(chǎn)品都采用同一款色系,增強(qiáng)了關(guān)聯(lián)感。

用蘇寧金融的案例,教你學(xué)會(huì)分析一款A(yù)pp-藝源科技

而蘇寧金融的主色不是紅色也不是黃色,而是藍(lán)色。更過(guò)分的是蘇寧金融的首頁(yè)跟支付寶過(guò)于相似,支付寶的也是藍(lán)色,直接撞衫了。從差異化設(shè)計(jì)角度來(lái)說(shuō),如果你的產(chǎn)品跟其他競(jìng)品過(guò)于相似,就會(huì)造成用戶混淆,不利于該產(chǎn)品自身的傳播,不能更好的建立屬于自己的品牌忠誠(chéng)度。

用蘇寧金融的案例,教你學(xué)會(huì)分析一款A(yù)pp-藝源科技

總的來(lái)說(shuō),我認(rèn)為蘇寧金融在這品牌化處理方面有很大的提升空間,如果不看 app 名字,我根本不會(huì)把這款應(yīng)用跟蘇寧聯(lián)系起來(lái)。


輕量化原則

對(duì)于蘇寧金融這個(gè)產(chǎn)品,我的第一印象就是很凌亂,東西很多很雜。以上面剛提到的首頁(yè)為例,目前幾款比較常見(jiàn)的金融產(chǎn)品首頁(yè)一般為1.5—2.5屏( iPhone6 尺寸),而蘇寧金融的首頁(yè)長(zhǎng)達(dá)5屏。

用蘇寧金融的案例,教你學(xué)會(huì)分析一款A(yù)pp-藝源科技

我們?cè)O(shè)計(jì)任何界面,首先要明確核心功能,任何一個(gè)界面有且只有一個(gè)核心功能。在一個(gè)頁(yè)面中堆砌過(guò)多的功能會(huì)影響用戶對(duì)于信息的讀取效率,而且越往下面,用戶點(diǎn)擊欲望就會(huì)越低,如此一來(lái)寸土寸金的首頁(yè)位就會(huì)顯得很雞肋。而且會(huì)出現(xiàn)一種奇怪的現(xiàn)象就是頁(yè)面越長(zhǎng),用戶停留時(shí)間反而越短。歷史經(jīng)驗(yàn)告訴我們,光長(zhǎng)不持久是沒(méi)有用的。這里我建議對(duì)首頁(yè)的信息內(nèi)容進(jìn)行一個(gè)優(yōu)先級(jí)排布,一些次要功能可以考慮放在二級(jí)界面,這樣可以節(jié)省出界面空間。

用蘇寧金融的案例,教你學(xué)會(huì)分析一款A(yù)pp-藝源科技

首先從最上面的「消息」和「賬單」來(lái)分析。我看了「消息」中的推送記錄,發(fā)現(xiàn)其實(shí)類似于公眾號(hào)消息推送,主要用于活動(dòng)營(yíng)銷推廣。但是其實(shí)首頁(yè)中有 banner 位完成營(yíng)銷宣傳功能,而且有出現(xiàn)活動(dòng)重復(fù)推送的現(xiàn)象。例如,消息中推送的延保滿100立減20在 banner 區(qū)也有。另外女王節(jié)的活動(dòng)也不止一次出現(xiàn),同一個(gè)頁(yè)面中為了宣傳同一個(gè)活動(dòng)配置了兩張不同的 banner,從此可以看出蘇寧對(duì)于營(yíng)銷功能過(guò)于看重。在這里我覺(jué)得「消息」的功能完全是重復(fù)的,可以刪除。

用蘇寧金融的案例,教你學(xué)會(huì)分析一款A(yù)pp-藝源科技

可能會(huì)有人質(zhì)疑,出現(xiàn)的地方越多,用戶看到的概率就越大,這樣營(yíng)銷力度也就越大。這不假,但是我們要知道用戶的注意力是有限,同樣的內(nèi)容的反復(fù)出現(xiàn)降低用戶對(duì)于產(chǎn)品的好感度,誰(shuí)都不喜歡去瀏覽重復(fù)的內(nèi)容。我們需要秉持一個(gè)少即是多的態(tài)度。

同樣重復(fù)的功能還有「賬單」,「首頁(yè)」和「我的」都有賬單功能。那么我們應(yīng)該怎么取舍呢?這里我先說(shuō)出我的看法:刪除「首頁(yè)」的「賬單」。

用蘇寧金融的案例,教你學(xué)會(huì)分析一款A(yù)pp-藝源科技

交互設(shè)計(jì)師在構(gòu)建產(chǎn)品框架的時(shí)候,需要準(zhǔn)確把各個(gè)功能放在合適的界面中。這個(gè)需要設(shè)計(jì)師準(zhǔn)確的把握每個(gè)功能的維度。

例如「賬單」這個(gè)功能應(yīng)該屬于「我的賬戶」這個(gè)界面的維度,因?yàn)椤纲~單」等于「賬戶流水」,你要查看的話肯定要在「我的(賬戶)」界面。用戶很少會(huì)意識(shí)到原來(lái)從首頁(yè)也能看到賬單,賬單查看根本不屬于用戶對(duì)于首頁(yè)的期望。在產(chǎn)品中同一個(gè)功能出現(xiàn)多個(gè)入口,客觀上給用戶提供了一個(gè)「選擇」的難題,其實(shí)用戶期望的是線性的操作流程,盡量不要給用戶創(chuàng)建選擇的場(chǎng)景,don’t make them think。而且兩處的 icon 的樣式不統(tǒng)一,所以首頁(yè)的上方的兩個(gè) icon 完全可以刪除。

但是我們考慮問(wèn)題一定要結(jié)合實(shí)際情況,要不然思想就會(huì)過(guò)于極端,那樣會(huì)發(fā)生矯枉過(guò)正的錯(cuò)誤。下面我們看個(gè)例子:對(duì)于用戶來(lái)說(shuō),如何去查看自己已經(jīng)購(gòu)買(mǎi)的理財(cái)項(xiàng)目呢?一般用戶會(huì)進(jìn)入「我的」界面,然后查看具體產(chǎn)品。

用蘇寧金融的案例,教你學(xué)會(huì)分析一款A(yù)pp-藝源科技

但是我們發(fā)現(xiàn)在理財(cái)模塊中,多次出現(xiàn)了「我的理財(cái)」入口。其實(shí)這里的設(shè)置我覺(jué)得是完全可以的,因?yàn)橛脩籼暨x理財(cái)產(chǎn)品時(shí)會(huì)希望跟之前已經(jīng)購(gòu)買(mǎi)的產(chǎn)品做一個(gè)比較,所以在這里放「我的理財(cái)」入口,用戶可以直接完成跳轉(zhuǎn),非常的方便。更重要的一個(gè)原因是,我的理財(cái)?shù)娜肟诜旁谶@里并沒(méi)有侵占額外的界面空間,界面右上方本身就是空的。


一致性原則

一致性原則也是評(píng)價(jià)一款產(chǎn)品的重要因素。從設(shè)計(jì)師和開(kāi)發(fā)的角度來(lái)說(shuō),一致性原則的確立可以極大的節(jié)省功能迭代的時(shí)間。從用戶的角度來(lái)說(shuō),一致性可以減少用戶的學(xué)習(xí)成本,更能增加用戶對(duì)于產(chǎn)品的認(rèn)可度。這里我來(lái)舉幾個(gè)具體的例子。

用蘇寧金融的案例,教你學(xué)會(huì)分析一款A(yù)pp-藝源科技

當(dāng)我點(diǎn)擊進(jìn)入賬戶安全險(xiǎn)這個(gè)界面,看到了底部按鈕樣式,立刻就覺(jué)得不對(duì)。這種底部按鈕樣式在 iPhone X 里因?yàn)?home indicator 的存在很難進(jìn)行適配,我立馬截了一個(gè) iPhone X 的圖,果不其然。設(shè)計(jì)師應(yīng)該保證自己的產(chǎn)品在不同機(jī)型中都能提供相同的體驗(yàn),這里明顯沒(méi)有做到。

用蘇寧金融的案例,教你學(xué)會(huì)分析一款A(yù)pp-藝源科技

對(duì)于這個(gè)問(wèn)題,我們可以考慮將樣式改成上面這種。其實(shí)這種樣式在基金詳情頁(yè)面中已經(jīng)出現(xiàn),這里可以統(tǒng)一一下樣式。

用蘇寧金融的案例,教你學(xué)會(huì)分析一款A(yù)pp-藝源科技

當(dāng)我點(diǎn)擊進(jìn)入掃一掃的界面,我發(fā)現(xiàn)頂部的返回 icon 出現(xiàn)了變化,這里換了一種 icon 樣式,我覺(jué)得沒(méi)有任何必要。而且底部「相冊(cè)」和「燈光」兩個(gè) icon 一個(gè)是線狀,一個(gè)面狀。

還有頁(yè)面細(xì)節(jié)問(wèn)題,嚴(yán)格上說(shuō)不屬于破壞一致性原則,但是我還是在這里放出來(lái)。例如,頁(yè)面加載故障、綁卡 icon 出錯(cuò)、tab 樣式錯(cuò)誤。

用蘇寧金融的案例,教你學(xué)會(huì)分析一款A(yù)pp-藝源科技

△ 頁(yè)面加載故障

用蘇寧金融的案例,教你學(xué)會(huì)分析一款A(yù)pp-藝源科技

△ 綁卡icon出錯(cuò)

用蘇寧金融的案例,教你學(xué)會(huì)分析一款A(yù)pp-藝源科技

△ tab樣式錯(cuò)誤,這應(yīng)該是切圖沒(méi)切好

其實(shí)這些東西都是小問(wèn)題,不影響用戶的正常使用。但正是這些小細(xì)節(jié)沒(méi)有處理好,會(huì)給用戶帶來(lái)負(fù)面情緒,連這些小問(wèn)題都沒(méi)有處理好,我怎么放心把錢(qián)放你這里。


總結(jié)

我們?cè)谑褂靡豢町a(chǎn)品的時(shí)候,感覺(jué)很舒服,也就是常說(shuō)的用戶體驗(yàn)很棒。你可能會(huì)認(rèn)為這類產(chǎn)品是因?yàn)榻缑孀龅暮每?,但在我看?lái)更深層次的原因是它們可以精準(zhǔn)的解決用戶的特定需求,或者交互做的很好。就像你看紅海行動(dòng)很過(guò)癮一樣,真正能打動(dòng)人的是故事情節(jié)和民族情懷,而不是特效。有些東西看不見(jiàn)摸不著,但是它一直存在。

以上就是我對(duì)蘇寧金融的一個(gè)初體驗(yàn)報(bào)告,大家有什么建議和想法,歡迎留言交流分享。

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