Taobao home today to see a new version of experience information, point in, see the latest Taobao home, I am not accustomed to, do not know tens of millions of Taobao members feel how. No comment.
On the big website revision This topic, said my opinion.
What's the revision?
A site, a period of time to be revised, it seems to have become a guild. As for my understanding, in these situations it is easier to produce a facelift:
User habits have changed dramatically
User experience needs to be greatly optimized
Organizational structure adjustment
The big boss said to change.
Festivals or a symbolic revision (as we said Apple revision)
But looking back, only the first two are really the customer's point of view of the results. However, most of the Web site revision is to change.
should be subtly changed.
We say that the image of the site maintenance, just like operating a brand. When enough customers, especially with a lot of sticky customers, users and you become old friends, in their hearts you are the original appearance, but suddenly made a great change, the user is not acceptable.
Sony's logo, for example, has changed a lot over the past few decades, but it was changed at 1.1, and ordinary people did not notice that Sony was the fashionable Sony.
Sina, for example, made a big change last year, from 800 pixel wide to 1024 wide, but the user completely unknowingly completed the switch. Because, tens of millions of users have been accustomed to the right point of news, in the middle of the ads, changed, people can not find. After, Sina home often in doing fine-tuning, almost every month has new changes, I have been paying attention to this, users slowly accept. So Sina in the customer's heart image, very consistent and very stable.
What about the opposite? Yahoo China suddenly from a portal to the only search bar, users can not find the original things.
This will give the user the impression that something is wrong with you and why. This is called: Customer sentiment crisis, we should avoid this kind of thing.
Don't let the customer follow you and embrace the change
There is an interesting argument called "embracing Change", which is called "the only Constant is change." I pooh! This is about attitude, not things. We have no reason to let our clients embrace change with us. Loss of customer sentiment, the risk is really big.
Change is for looking back, not for surprises.
Just said, change should be imperceptible, but some people will say, that revision has what meaning. I said, change, especially with a lot of customer base changes, don't give customers surprises.
Because, what you think is a surprise, others may seem to be amazed.
Because, changes to people's moving, is slowly formed, change is used to look back. When we find ourselves in this 5 years of change, never buy things online to buy everything online, we will lament their changes, the process can not be too fast.
To be truly tested.
I believe countless web site revisions, A/b test, are symbolic, because the big boss has said, to change to B appearance, so pretend to do a test, trying to prove that B is good.
The real test starts at the conceptual stage, each step to test the user's response and change in a good direction. Definitely not all want to switch, temporarily do a test, that is symbolic, you have decided to change also ask people what to do!
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This is my idea, not for anyone.
