Baidu Ueo: Network Alliance launch Platform Experience Optimization Project summary

0: Project Background

Baidu Network Alliance promotion platform is in line with the Network Alliance to promote users of the online marketing platform, to promote customers can achieve a full range of promotional management on the platform, including the construction of account structure, configuration budget, orientation, monitoring the effect of account delivery and so on complex account operations. However, due to the complexity of the system and the increase in functionality, the original system to support the new function is a little stretched, so in August this year, we began to the system experience analysis and optimization work.

One: Product understanding

Advertising platform in a broad sense belongs to the commercial product system, commercial products and user products in the experience of the focus is a significant difference. The biggest difference is that the use of different requirements, commercial products generally will not appear in our daily life, most of the work, or for a specific period of time will be used. So grasp the characteristics of commercial products, is the key to do a good job in business products user experience.

To study the characteristics of a product, a relatively simple method is to observe the product "0 tolerance Point", which is the characteristics of the product if not to meet users, users will have a strong aversion, or even give up use. For example, now very hot mobile Internet applications, that is, app products, the user's 0 tolerance point will basically stay on the visual level. Because of our high resolution of mobile devices and the use of products (are close to use) the relationship between the user's visual effect on the product will be very harsh, if the product icon or interface ugly, basically will not use. However, for some novel sites or video sites, vision is not the user's main concern, such products, users are most concerned about their content, if the content is not good enough, others you do not, then users will leave, even if your interface is very exquisite, can only be flashy. Similarly, if you switch ideas to commercial products, we will find that users are most concerned with the ability to be able to use the function to meet and save time. Because the commercial product is more like a user's tool, if the tool is not able to operate efficiently, then the user does not have the power to use. Therefore, for commercial products, function > Performance > Ease of Use > beautiful.

Therefore, for commercial product designers, we always have a voice in our mind, that is our optimization can really improve the efficiency of users, in the face of efficiency and effectiveness, we have to force ourselves to choose the former.

Second, the availability of the check

The complexity of the platform system is high, beyond expectations, how to measure the operational efficiency of complex systems improvement is a difficult problem to experience optimization, after thinking, the product is easy to learn as my starting point, is through a unified, standardized system can make it easier for users to learn and master platform products specific use methods.

For the entire system more than 30 pages of usability check, according to user experience design elements, the system according to the structure layer, frame layer and performance layer to comb. The structure layer solves how the user leads to a page and where it is done. In the process of carding the structure layer, we do not think about the interactive mode, only from the task, to see the process and structure can not meet the function, on the basis of satisfying the function has no room for ascension. The frame layer solves the specific layout and interactive mode of the page, and combs the control and layout of the system page in detail, looking for improvement space. The presentation layer solves the visual presentation of the product.

The main results of the investigation are as follows:

Structure Layer:

1. New process and modify the process is not reversible, that is, the new process settings, in the process of modification can not be completely consistent with the changes, which will inevitably let users create confusion, where I go to modify it.

2. The tool uses the page to jump many times, some can jump back, some cannot jump back.

Frame layer:

1. Multiple versions coexist, some of the original versions of the page, interaction and layout are inconsistent with the new page.

2. The details are inconsistent, the operation of the same operation area button has a variety of ways.

3. There are all sorts of unusual hints, no specifications.

Presentation layer:

1. Too many page lines, affecting the sight of more elements.

2. The front-end for performance considerations to improve the image compression ratio, making visual presentation and the design of the original designer is far away.

Iii. Improvement Programmes

In order to solve the problem during the process of checking, the performance of the system and the user's operation flow, the system structure and frame are considered, and some experience optimization points are listed as follows:

1. The introduction of a full floating layer of operation, can be in the linear structure of the desired controls and modules, so that the level of clearer, breaking the new and modified process barriers.

2. The tool appears at the bottom of the page as a toolbox, and can be expanded and closed, using a key to enable and close, really on-demand rendering.

3. A new vision scheme, starting from the system performance and front-end to build product vision specifications. The optimized system UI, gradients, and rounded corners are completed by CSS, and a solid color version of the color scheme is provided, considering the compatibility of the browser.

4. Establish product interaction and visual specifications, improve communication efficiency and reduce risk.

Four, design thinking:

1. Moderate Design

Commercial products for the appropriate design of the demand is more intense, using the common mode of operation of users, such as CheckBox, Redio button, such as Internet-shaped interactive way more easily let users accept and understand. In addition, in the process of selecting the Interactive and visual scheme, the low carbon design can make the system run more safe, smoother and more popular, taking full account of the later cost and performance cost.

2. Unity of knowledge and line

The consumer of a commercial product has a definite purpose in the process of using the product, is on the clear decision of the operation, so as little as possible in the process of interrupting users, let them confused, it is best to provide tools or explanations when users need to reduce the user's thinking time, improve the efficiency of use.

3. Form following function

The vision of commercial products for the function of better service, cool vision and interaction could not afford half a second delay, the most frustrating is that users do not care (they are really busy).

Article: Products in China