How to understand the browsing scene on your fingertips

The rapid development of mobile end products provides users with more and more new usage scenarios, and how designers and operators can understand these new scenarios and create products that are close to the user's habits becomes a crucial issue. This article takes the user to decorate the QQ Space mobile Phone Edition as an example, through analyzes the user to decorate the QQ space the behavior characteristic to elaborate one to understand the user to use the scene the method, will the app use scene and the real life familiar and similar scene (like motive similarity, demand similarity and so on) link, Based on the understanding of people's behavior characteristics in real life scenes, the transfer of relevant features to the app's use scenario will help us to understand the new usage scene more efficiently and profoundly, and embody it in the design and operation, and then create products that conform to the user's custom and can better guide the user's behavior.

More and more social apps such as QQ space, micro-mail, micro-blog provide users with the ability to set up their own personal page background, that is, users can set their own preferences according to their own background (see Figure 1, the red box in the part). With the introduction of more and more background images of the app, how to show the background in the background mall to get more attention from users is very important.

ISUX User Research Center for users to set up the QQ space background for the purpose of the network Questionnaire survey, the results show that the user for their own personal page set the main purpose of the background is to allow themselves and visitors to look comfortable, show their aesthetic, style, obviously higher than other reasons (such as expressing their feelings, Highlight their favorite pictures, etc., like to choose their own clothes, play the role of decorating themselves.

Think back to our shopping malls to buy clothes scene, when different brands of shops appear in front of us, we first do is to feel the clothes of each shop style, and then go into the shop to meet their own style to see the style of clothes, see the special favorite clothes, will be singled out more carefully look. And for those who don't like the style of the shop, we usually do not go in to look at the style of clothes.

So, the user in the background mall is how to choose the "background" for the QQ space of this dress? Do you have any similarities with everyday shopping? If so, what is the inspiration for the design of the background mall? In order to understand the user in the QQ space mobile phone version of the choice of background browsing mode, We have 10 users of QQ space mobile phone version of the user's eye movement test, QQ space Background Mall layout is the first of several topics such as the background, such as LOL, 1413, I am a singer, and so on, the next is the theme of animation, seven days to dress up special topics and static diagram topics, User tasks include entering the background mall free to choose a favorite background and enter the "static Diagram" category to choose a favorite background picture. The following will focus on analyzing the browsing characteristics of the user selection background and making suggestions on how to improve the user's choice experience. At the end of the article, we combine the research findings, in view of the development of mobile products with the various new use scenarios, the product design and operation of how to more accurately understand the user's use of the scene, to create more attractive products for users to provide a new way of thinking.

How do users pick backgrounds?

QQ Space Background Mall's top is a hot topic (usually more time-sensitive topics, such as Christmas, 1413, etc.), followed by animation, seven days to dress up, static diagram of several major categories, users can click "See all" to see more of the same category of background. Eye movement Test results show that the QQ space user selection background can be summed up as "according to the visual style of classification-to enter a certain type of background feeling visual style-a style after a look at the picture-see the text description confirmed" a few steps.

(1) The visual style and category name of the background are the important factors for the user to determine whether the background is attractive or not. When you select a background, the user enters the background page and only clicks "View all" when the background style is displayed, otherwise the background page is selected (see Figure 2-1).

(2) A variety of visual styles of the background of the mixed row, the user first glance at the background feeling style, rather than one-by-row browsing. When you go to the static diagram category to select a background, the user's browsing order is different, not one-by-line view (see Figure 2-2). Because of the combination of different visual styles in the "Static graph" category, the user says "Just look like style, don't look at each other", and the number of sheets on the screen that slides across shows an average of 39%.

(3) Users sweep to their favorite visual style, first look at the attractive background, and then look at the surrounding similar style background. The user is attracted by the style of one of the backgrounds, and if a similar background is around, it will be browsed. For the background of the visual style that is not interested, skip directly (see Figure 2-3).

(4) The user finally by looking at the background of the text to confirm whether to choose an interested background. When users are interested in a background, they look at the following text descriptions to further determine if they are appropriate, rather than reading the text before looking at the picture (see Figure 2-4).

When we see a clothing store, the first thing we think about is the overall style of the clothes, and the style of the clothes that you like, and the details. Visible, the user chooses the background the way and chooses the clothing to be very similar, all is takes the overall visual style priority as the orientation, meets the liking style only then looks more carefully the style and the detail, finally determines own choice.

How do I get users to browse more backgrounds?

We also on the market 1 wallpaper app has carried on the eye movement test, lets the user choose a own favorite wallpaper, and unifies the user in the QQ space choice background characteristic, proposed the following to promote the background to the user's attraction suggestion.

A clear interest classification can lead users to more detailed browsing of content. The app is displayed by first classifying the wallpaper, and clicking on a category will show the wallpaper that belongs to that category on the detailed list page. Users choose their own categories of interest after entering the detailed list page, the order of navigation is more regular, the basic is a row by line browsing, the average browsing ratio of 79%, significantly higher than the QQ space in the static graph classification background browsing ratio (see Figure 3). It can be seen that, compared to the various styles of the background mix together, the classification of content to effectively guide users to browse more content, enhance the attractiveness of the page.

QQ space in the background of the mall, the same can be found, lol background theme due to the unity of style, like this style of users will directly click into the Details page browsing, the main line-by-row browsing, the average browsing ratio of 68%, significantly higher than the style of the static diagram of the mixed arrangement of the

The classification of the general decoration background is as concrete and direct as possible, with the whole visual sense vocabulary or the specific image that can represent the visual style. Because the user chooses the background the first value is whether the visual style conforms to own liking, therefore, the whole visual sense of vocabulary (such as elegant, colorful) or can represent the visual style of the specific image name (such as stars, candy) can make it easier for users to find their favorite categories, which will be better than "illustrations", "Anime", " Game "and so on general naming way. Of course, for the effectiveness of the hot category, the operation of the promotion/cooperation category background, you can use the background of the specific image or image represented by the meaning of the classification to name.

Summary：

This article mainly analyzes the browsing behavior of QQ space User selection background, and tries to bring some inspiration to the design and operation of the background mall from the view of browsing experience. The user chooses the background and chooses the clothing to have the similar motive, when chooses the background, the two situations are also very similar. With the rapid development of mobile end products, more and more new usage scenes are produced, many of which are unfamiliar to the designers and operators of the products. In the design and operation of the mobile end product, we may wish to first of all the use of the app scene and real life familiar and similar to the scene, such as motivation similarity, demand similarity, the real life scene in the behavior of people moved to the application of the app scene, and then the product design and operation of the thinking, will make our products more close to the user's use habits, and effectively guide user behavior, and thus enhance the product's attractiveness to users.

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