Ishun 3.0 Revision: According to the user characteristics and purchase decision design

Article Description: Ishun 3.0 Revision: The goal-centric design.

Compared with other designs, the design of the electric business platform often has a stronger purpose.

Background

Last October we spent a little time doing a user interview, hoping to understand the main characteristics of 3C users and purchase decision factors .

We found that the main characteristics of 3C users are: focus on product trends , pay attention to commodity brands, pay attention to the appearance and texture of goods, focus on evaluation and parameters, pay attention to real user exchanges, focus on preferential activities and so on, combined with the user on 3C Product Understanding , we have established a 3-bit portrait of a typical user role:

Users of Digital players

• Good knowledge of 3C digital products (possibly a certain kind);
• and has a wealth of online shopping experience, basic all 3C products will be purchased on-line;
• Good at the major sites for comparison;
• Focus on product details and texture, focus on the latest product trends, focus on the relevant product evaluation and parameters;
• To be enthusiastic about the communication between users, to provide advice to others (Opinion leader);

Utility-First User

• Understand the 3C products generally;
• Have a relatively rich experience in online shopping, the general will buy in the Internet low-priced goods, they are more concerned about preferential activities;
• Good at the major sites for comparison;
• Will compare appearance (focus on product pictures) and parameters, pay attention to word-of-mouth and comments;
• Need situational Guide (influence purchase decision);

Herd Consumer Users

• Herd consumer users have little knowledge of 3C products;
• There are fewer online shopping experience, the security measures of online shopping is one of their concerns;
• Their decision-making is easily influenced by the public, pay attention to word-of-mouth comments, only care about the appearance of the feeling (focus on product pictures), need a situational guide.

Analysis

Online shopping for " Digital Gamers " and " utility-First " Users is often a price-comparison process:

1. Through other channels to determine the type of product purchased,
2. Go to the 3C website than the price (they are used to navigating through the search box and the class head to find the merchandise),
3. Complete the transaction on the lowest-priced website.

The loyalty of these two types of users is relatively low .

" herd consumption " users are susceptible to media and public influence, there is a high desire for shopping, once they have a good shopping experience in a website, they will maintain a high degree of loyalty .

Another "digital player"

Set goals

Combining the strategic objectives of Ishun 2012, we decided to optimize the platform,

• Focus on "herd-consumption" users

• Attract "digital players"

• Take into account the "practical first" type of users.

After we extracted 5 keywords, hope to be able to pass the new home page to the user.

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