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如何設(shè)計(jì)支付購買流程?來看這份超全面的UX優(yōu)化方案
時(shí)間:2019-10-25 09:34:46
文章發(fā)布:李陽
原創(chuàng)作者:未知
來源:互聯(lián)網(wǎng)

一、功能邏輯梳理

在做框架設(shè)計(jì)與加減乘除合并同類項(xiàng)之前,梳理業(yè)務(wù)與產(chǎn)品邏輯對(duì)于復(fù)雜的流程界面來說是至關(guān)重要的。

我們舉個(gè)例子來說明問題,舉例的這個(gè)產(chǎn)品叫做「宜信優(yōu)選2年期」,是個(gè) P2P 理財(cái)固收產(chǎn)品。

如何設(shè)計(jì)支付購買流程?來看這份超全面的UX優(yōu)化方案-藝源科技

結(jié)合購買流程相關(guān)頁面,我們可以把產(chǎn)品使用邏輯梳理按用戶情況分為以下2種:

如何設(shè)計(jì)支付購買流程?來看這份超全面的UX優(yōu)化方案-藝源科技

這里我們可以歸納出在該產(chǎn)品的實(shí)際購買流程中涉及到2個(gè)核心功能操作(買入金額輸入+支付)和核心功能操作反饋(支付狀態(tài)),3個(gè)輔助功能(銀行卡選擇、優(yōu)惠券選擇與回款方式選擇)。

其中我們按照流程設(shè)計(jì)中的 timeline 設(shè)計(jì)法,依據(jù)用戶使用的流程時(shí)間順序歸類,用戶依次操作心理排序應(yīng)為:確認(rèn)產(chǎn)品信息——輸入購買金額——看看預(yù)期回報(bào)金額——是否有優(yōu)惠券可用——去支付——支付是否成功——到期錢會(huì)回到哪里——好,我確認(rèn)。

這樣分析下來,我們可以推導(dǎo)出2個(gè) UX 設(shè)計(jì)方案。

二、框架設(shè)計(jì)

方案A:聚合

依據(jù)線上的界面設(shè)計(jì),完全可以看出產(chǎn)品原型還原度很高,簡單粗暴的以2個(gè)核心頁(購買流程+支付結(jié)果)+2個(gè)觸發(fā)子頁面(支付方式+優(yōu)惠券)+完成產(chǎn)品購買。

如何設(shè)計(jì)支付購買流程?來看這份超全面的UX優(yōu)化方案-藝源科技

這樣做的好處是信息展示效率高,頁面操作跳轉(zhuǎn)少。

另外子頁面框架設(shè)計(jì)為彈窗樣式,增強(qiáng)頁面聯(lián)系,減少頁面跳轉(zhuǎn)迷失感。

這樣中規(guī)中矩的框架設(shè)計(jì),是很多產(chǎn)品在設(shè)計(jì)中的保險(xiǎn)選擇,但事實(shí)上隨著用戶使用挑剔度的提升,以及越來越高效快速的生活節(jié)奏,也許我們?cè)诳蚣茉O(shè)計(jì)上也可以更多嘗試與突破。

方案B:拆分

把核心操作進(jìn)行一個(gè)拆分的話,我們就可以得到一個(gè)全新的方案。3個(gè)核心頁(金額輸入+支付+支付結(jié)果)+1個(gè)觸發(fā)子頁面(優(yōu)惠券)。

這樣的一個(gè)拆分設(shè)計(jì)應(yīng)該會(huì)更好的提升用戶體驗(yàn),將購買流程清晰化,核心功能最大化突出,使購買過程一條線操作。

如何設(shè)計(jì)支付購買流程?來看這份超全面的UX優(yōu)化方案-藝源科技

但這樣一個(gè)看上去用戶體驗(yàn)極佳的流程設(shè)計(jì)卻有著一定的商業(yè)轉(zhuǎn)換率問題,產(chǎn)品們最害怕的事情便是一部分用戶在多出來的這一個(gè)購買步驟中流失了,而具體數(shù)據(jù)的變化反饋我們大概也能從百度理財(cái)?shù)淖兓胁鲁鰜?,拆分設(shè)計(jì)在商業(yè)設(shè)計(jì)的目標(biāo)中戰(zhàn)敗了。

如何設(shè)計(jì)支付購買流程?來看這份超全面的UX優(yōu)化方案-藝源科技

以上是百度理財(cái)改版前后的支付購買流程變化。

三、層級(jí)劃分

我們可以把設(shè)計(jì)上的層級(jí)劃分理解為一個(gè)合并同類項(xiàng)+排序的過程。秉承「don’t make me think」的用戶體驗(yàn)原則,從界面視覺表達(dá)上簡化繁雜信息更利于用戶高效獲得重要信息,進(jìn)而促成「買單」行為。

而這個(gè)簡化信息的處理不僅僅只是做加法與減法,更多的在于信息的合并與折疊。

我們回到之前舉例的這個(gè)產(chǎn)品,對(duì)于線上的界面設(shè)計(jì)來說,所有的信息都是平鋪的方式展現(xiàn),并沒有進(jìn)行信息的層級(jí)劃分。分析以后我們可以將頁面信息合并分為3大塊:出借金額與收益、支付方式、優(yōu)惠券。

出借金額與預(yù)期收益應(yīng)該是屬于相關(guān)聯(lián)的信息,因此劃分在一個(gè)模塊。

支付方式中與充值操作結(jié)果對(duì)于用戶購買來說是沒有區(qū)別的,可以折疊在一個(gè)子頁面模塊展示:2種支付方式(我的余額 OR 銀行卡)

優(yōu)惠券與紅包屬于同概念功能,也完全可以合并展示。

如何設(shè)計(jì)支付購買流程?來看這份超全面的UX優(yōu)化方案-藝源科技

再進(jìn)行優(yōu)先級(jí)的排序后,頁面的模塊展示依次為:出借金額與收益、優(yōu)惠券、支付方式。

四、視覺優(yōu)化

1. 減線立面

分割線設(shè)計(jì)更適合信息密集且強(qiáng)調(diào)信息展示效率的產(chǎn)品,但會(huì)對(duì)界面帶來很強(qiáng)的割裂感,從而干擾閱讀。

在這里我們可以利用模塊化面與面間的間隔替代一部分分割線,達(dá)到雙贏的效果。

如何設(shè)計(jì)支付購買流程?來看這份超全面的UX優(yōu)化方案-藝源科技

2. 設(shè)計(jì)符號(hào)化

合理運(yùn)用符號(hào)設(shè)計(jì)可以增強(qiáng)用戶對(duì)特定功能的識(shí)別與認(rèn)知,例如輸入金額前的人民幣符號(hào)、優(yōu)惠券前的小圖標(biāo)以及支付方式中銀行前的 LOGO,都比直白的文字描述更具識(shí)別性。

在信息繁多的列表中突出特定功能的符號(hào)化表達(dá),也有助于拉開信息差距,提升用戶使用效率。

如何設(shè)計(jì)支付購買流程?來看這份超全面的UX優(yōu)化方案-藝源科技

3. 半擬物化設(shè)計(jì)

支付購買流程界面設(shè)計(jì),我們有2個(gè)需要注意的點(diǎn):

  • 設(shè)計(jì)中會(huì)遇到許多與線下實(shí)品相結(jié)合的使用場景;

  • 用戶在該流程的流失率較高。

那么秉承商業(yè)設(shè)計(jì)的核心精髓,在支付購買流程盡可能通過用戶體驗(yàn)技巧留住用戶,可以通過半擬物化增強(qiáng)現(xiàn)實(shí)場景還原感,增強(qiáng)用戶信任度,簡化流程操作,化繁為簡。

如何設(shè)計(jì)支付購買流程?來看這份超全面的UX優(yōu)化方案-藝源科技

△ 原創(chuàng)的2個(gè)半擬物化場景還原設(shè)計(jì)樣例

五、優(yōu)化對(duì)比

最后給大家 po 出方案A 與線上舊版本的前后對(duì)比。

1. 購買詳情列表

如何設(shè)計(jì)支付購買流程?來看這份超全面的UX優(yōu)化方案-藝源科技

2. 支付選擇

如何設(shè)計(jì)支付購買流程?來看這份超全面的UX優(yōu)化方案-藝源科技

3. 優(yōu)惠券選擇

如何設(shè)計(jì)支付購買流程?來看這份超全面的UX優(yōu)化方案-藝源科技

4. 新增銀行卡

如何設(shè)計(jì)支付購買流程?來看這份超全面的UX優(yōu)化方案-藝源科技

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