All for the user experience: Jingdong home page revision behind the story

　　Jingdong Home Revision, the new version of more emphasis on personalized content recommendations. This article will be about 8 months across the revision process and the new home page of the revision highlights .

As early as the Spring Festival before and after, some users have been sensitive to find their own home of the Jingdong is not the same, and on the spring Breeze, Jingdong home page revision quickly from the partial user visible grayscale test extended to all users. This is the first large-scale revision after the Beijing-east replacement mark.

　　What are the reasons driving the Beijing-East revision? What strategic and tactical intentions are hidden behind the revision? From user interface to user history to personalization, where will the future of Jingdong go? Jing Dong Group vice president of the user Experience team leader Liu Yi said that the Beijing-East Home Page revision aim, is not a home page so simple, but the entire shopping experience, the overall user experience of the Beijing-East ecosystem optimization is taking the first step.

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　　From the user needs: 10,000 multiuser research and 8-month revision

There is an old saying in China that is good, "tread". For the Beijing-east, China's largest proprietary platform for the electric business, the face of this is also a real problem. After the listing of the Beijing-east, the brand's tone of special attention, the revision is also reasonable, however, to locate specific issues, from where to start, Jingdong group ued (User experience design, customer experience) team internal and product development team discussed for a long time.

After full consideration, Jing Dong ued team or decided to from the user, to the user, firmly grasp the user experience this origin. Thus, from August 1, 2014 onwards, Beijing East began to the user's interview and interaction, which has more than 10,000 external users of the network questionnaire interaction, but also with more than 100 external users in-depth interviews, as well as internal users (that is, operators) the exchange of interaction.

　　Jing Dong through a large number of user research summed up the different types of users of the home page needs

The feedback collected is that consumers generally think that the current brand of Jingdong is very trustworthy, professional, especially 3C, but also want to provide more categories, shaping a more mature kind of feeling. The operations team, however, believes that targeted services should be provided for different users. Survey shows that the current Jingdong users can be divided into four types: the first can be said to be quality control, the demand for quality is higher, need the home page more brand revealing; the second is sniper, come up is to find something, the purpose is very strong, need to strengthen the search and classification page browsing function; The third is the second kill clan, the price sensitivity is very high , hope to see more discount promotional information; the fourth is to inquire, for example, some professional players, enthusiasts, rich but not self-willed, the demand for information is obvious.

Integrated external and internal users of the views of the BoE ued team to determine the remodeling brand image, strengthen the whole category of the big policy, at the same time, also for different groups of users, providing personalized needs to meet.

　　Jing Dong New Home: Strengthen the concept of the whole class, to "Revolution" and "Give Sugar"

Many consumers may also have a deep impression on the floor of Jingdong home, the first floor, the second floor is absolutely 3C world, this is not only a lot of "sniper" Shopper's favorite, but also the traditional advantages of Jingdong. However, the Beijing-East home page revision of the most unexpected place, is to carry out the revolution, the strength of 3 C under pressure, joined the costumes and other floors.

Originally, this is the Jing-dong "Bupobri" the embodiment of the idea, if not from the design to achieve "full category", then the expansion of the whole category of Jingdong can not change the consumer's mind has formed the inherent brand awareness, must start from the "face" changes in order to make the "lining" of the changes in the hearts of the world.

In the new version of the home page, the main colors and auxiliary color for the design, conveying a cordial and professional feeling, well consistent with the Beijing-east brand of tonality. And in the Web site architecture is divided into four blocks, the first screen in order to meet user habits is just fine-tuning. Two screen changes larger, add personalized recommended module, so that users click-through, conversion rate has been greatly improved. The third area is the floor, at the bottom of the page is the low price module.

In Jingdong ued and product research and development team efforts, the new Jingdong home to better show a few major categories, large costumes, mother and child, and even life, financial services, the entire category of the characteristics of the platform to perform more outstanding. For example, in the floor design, the realization of "differentiation."

Before the Beijing-East floor format is basically more convergent, consumers if not carefully viewed, often difficult according to the characteristics of different categories to find different floors of the difference. In this new version of the home page, through the structure of small differences, transfer category and brand characteristics. such as for home appliances digital, consumers pay more attention to brand and quality; In terms of clothing, female users may pay more attention to styles and styles, so the BoE will also be modified according to seasonal changes, and for fresh and special products, seasonal and cultural customs, festivals, the impact of large consumers on the origin, quality, transportation and other requirements higher.

In order to make the user smooth transition to the new version, home design also prepared a "candy" type of reward. First, the technical new version of the first screen, the two-screen three-screen using different ways, loading and the layout of the server have done a special optimization, performance promotion is very obvious, the user's open speed and fluency are significantly improved, while using internal JDF tools and components, greatly reducing maintenance costs. Secondly, in the operating angle, at the bottom of the homepage to set the module "Every day low price", for browsing the home page of the user to give incentives, from the actual test results, its click rate, conversion ratio of the old version has a great improvement, to ensure the new home page of the overall exposure.

Through the home to the floor structure redesign, Jingdong ued and product research and development team successfully changed the inherent sale of the East Jingdong 3 C label, so that the new home page and the concept of a full category more matching. More kinds of merchandise through the design of the floor, so that those who do not buy the target users can create a "stroll" in the east of Beijing, whether the user satisfaction, flow distribution efficiency or conversion rate have a good promotion.

According to Jing Dong Ued team revealed that the new home after a number of rounds of A/b test, eye movement testing, internal and external user interviews, the user rate of increase of about 30%. Some modules of the exposure flow from less than 20% to the new version of more than 25%, for the second, third-tier pages to bring more traffic. In addition, the new version of user satisfaction increased by 20%, the home page order sales related data also have a corresponding upgrade.

　　Personalized Custom Experience: Thousands of people and modules of the "emotional hostile decision"

In addition to strengthening the concept of the whole category of Jingdong, Jingdong ued and product research and development team another great challenge is to meet the customization needs of different users, this is not only at the user experience level of consideration, but also the business team's ardent expectations. On the one hand, the user experience should be responsible for, on the other hand to consider the operational effect, the team is also careful to find the delicate balance between the two.

　　Beijing East home of today's recommendations and guess you like to use large data personality recommended hit user needs

Beijing East New Edition today recommend and guess you like to adopt a completely different mechanism from the old version. Today recommended using a presentation mechanism, personalized recommendation mechanism and BI (business intelligence) mechanism combined, and guess you like it is entirely based on user portrait and historical behavior data for "personalized recommendation", each user sees is related to their products. "Today's recommendation" and "Guess you like" and other content through the corresponding mechanism and algorithm for each user personalized browsing, this is thousands of people face. The team says the current "Guess you like" recommendation or a single product, will continue to try, some activities, media column recommendations, comments are likely to be introduced into the module; in the future, Jingdong also has to consider the floor is also customized to further meet the needs of users of the Beijing East.

In addition to "thousand people thousand Noodles" outside, Jingdong New Edition Most interesting change lies in the homepage module introduced "The sentiment hostile decision" the competition mechanism. In the past, Jingdong home page position and module demand is very high, so the Jingdong many operating teams want to own in the Jingdong home has a portal. The competition for this kind of module has become white-hot, and sometimes it will require the company's top brass to decide.

In the new version of the home page, the module introduced a "sentiment hostile decision" mechanism, the operation team must be like playing games, and constantly win some "points and props", in order to remain exposed, otherwise it will be replaced. There are many objective indicators for measurement, such as user clicks, bounce rate, GMV contribution, the transformation of new and old users. If a department wins the first page of the opportunity, but in the stipulated time of the target substandard or compared to competitors, I'm sorry, this opportunity will be left to "rival". BEIJING-East new version of the introduction of the module competition mechanism to meet the needs of users to maximize the content of the user's most interesting-through the home page module for the standard evaluation, the failure to achieve the standard module to replace, improve the overall UV value of the home page.

　　Homepage revision is only the beginning: to the user Experience ecosystem optimization March

Jing Dong home page After the revision, what action? Jing Dong ued and product research and development team said that the future of the Beijing-East Channel to the scene of development, improve the flow of channels to undertake capacity, so that users really "stroll" up. Jing Dong in the second half of 14 has begun the first level and two-level channel revision. In the scene of the page, the user is no longer a simple list of goods, but based on the user's use of the scene organized content, users can be immersive to choose their own needs of goods and services to solve life and life problems encountered in the real.

And in the search and list above, Jingdong will play a large data and smart matching role, better completion of business and user docking. Let the best businesses get better, better quality of traffic, inhibit malicious business vicious competition, so that users more quickly find the required merchandise.

On the single product page, BoE will be "vertical" direction, according to different decision-making focus on providing different forms of expression, to achieve less is more. The team revealed that in the future, mobile phones, clothing, books and other items on the single page will be very different, such as clothing page will introduce more maps and more similar related to facilitate consumer choice, and the 3C is relatively concise, mainly provide parameter comparison.

In short, the Beijing-East home revision aim, is not a home page so simple, but the whole shopping experience optimization. With the completion of the Jing-dong User Experience ecosystem optimization take the first step, Jingdong will gradually carry out channels, shops, brands and other transformation, so that users have personalized, intelligent, scene experience.