IM QQ Revision (first phase) Design summary

Today's website is definitely worth a look! After all, is hundreds of millions of people in the use of communication software, QQ official website of the revision of serious, assembled a large number of top designers Tencent Design Center also spent considerable energy, now the experience of the revision process to share out, rare, do not miss the >>>

Official website as a user to understand a product of the most authoritative and direct window, what should be hosted content, depending on product characteristics and modulation. QQ is one of the biggest instant messenger in China, and its function is more and more meticulous and rich, but it is not enough to provide the information source of display and download products. We urgently hope that not only new product release, QQ every time the innovation function point, as well as the more and more young brand tone can be more directly and effectively passed to the user, so that everyone likes QQ, love QQ. At the same time access to the official website can be more quickly solve the registration, download and security issues. So under this premise, IMQQ official website revision imminent.

　　Explore Requirements:

The premise of the revision is to make clear the starting point of the change, can comb out the solution. Here, the team did a user survey, summed up the direction we need to optimize.

First, the purpose of the visit to download the main, QQ security and the new version of the features are also very important:

From the conclusion of the use of research (pictured below), QQ users to enter the official website of the expected and behavior is basically consistent, of which the download accounted for 66%, followed by the demand for security services or understand the latest version of the function, accounting for 60% and 40% respectively.

At the same time, Baidu search for "QQ" keyword data, QQ download the number ranked third (Figure 2), you can further verify the user into the IM official website first appeal to download.

Second, the official website interface beauty and fluency needs to be improved, at the same time should do a lot of platform adaptation.

Under the trend of mobile Internet, users use mobile devices to browse the Web more frequently. And for users who use computers, as the computer screen becomes larger and the resolution increases, they get used to the beautiful big picture and the full web design. Under the general trend, the technology of web design has made a new change, and the design style has made progress in several years. Therefore, the brand-new information structure and the visual performance, is also one of the most important tasks of this revision.

Combined with research data and the analysis of the Web page structure, on the revision, we have reached a unanimous conclusion:

1. New visual style + rich content load: The original official website interface is more modest, the function and content of the host is less. The user research conclusion is that, in addition to completing the download, the most is to understand the new features added, learn new features to use, or encounter the use of problems, want to find solutions on the official web.

2. Functional Services (FAST download/Registration/Security information) needs: From the survey found that users pay great attention to download, security, registration and other services. They want to be able to find solutions on the official web when they encounter problems. Therefore, enhance the fast download, account security and other service portals are also very important.

3. Mobile end of the adaptation: Mobile end of the user to increase the need to improve the mobile phone end IMQQ Official website experience, complete the mobile end and the PC end of the official website fit. At the same time pay attention to mobile QQ on the PC side of the way to download, reduce user operating costs.

　　Design scheme

Therefore, in accordance with the appeal, the new version of the official website from the structure and layout we have carried out a new exploration.

We constantly revise and rethink the process from the initial interaction plan to the final procedure. After the revision of the plan, overthrow, melt down, the entire official website information structure gradually began to clear:

So what did the final plan do specifically to optimize it?

　　One, Enhanced Operations:

(1) Optimize the homepage promotion Operation module

With the device biger than Biger, the mainstream resolution of the Web page has been upgraded to 1366*768. Web design more to start thinking about how to take advantage of the larger and bigger screen space. So this revision of the top of the homepage with large graphics, large text to show the product, through the global navigation, so that the page more transparent. Full screen banner brings unprecedented visual impact to users who enter the site, and enhances the appeal of the content. Banner on the resident "Download Now" button to enable users to effectively transfer to the corresponding platform of the website, download.

(2) Enhance the operation of key functions

The second screen began, opened a list of QQ topics for the display area, used to introduce the latest QQ main push function points, as well as some new play method. The page uses the parallax design, hoped that the user slides in the browsing, through embeds the picture, the video has the clearer feeling to this function, simultaneously also has added the webpage interesting.

　　Second, optimize the way to download:

We will release the contents of the download page, discard the old version is divided into "computer side" and "Mobile End" two tab structure. Because of the number of QQ products platform, we will be divided into three categories, in accordance with the user's decision to use the three major units: QQ PC version, QQ mobile phone version and QQ ipad version, followed by the Mac version, the International version and Windows Phone and other large use of QQ products; More Products "is included in Saipan, such as a small number of platform QQ products. This structure, the user will be able to browse through all products, greatly reduce the user in the download operation of the path and thinking.

　　Third, increase content precipitation:

The dynamic page mainly displays QQ related operation content. Added to the precipitation of the topic of "Boutique theme", and the display of QQ News "Hot News" page. Enrich the new version of the official website content. Follow-up we will be the old version of the QQ, QQ Process page admission, and the establishment of QQ team blog, for users to further understand QQ provides the most effective way.

　　Four, strengthen QQ function Service module:

(1) Optimization of global Navigation:

Navigation In addition to the main pages of the guidelines, we will also QQ security, QQ members and registration button, etc. on the top of the page, convenient for users to find common services.

(2) Reasonable use of the bottom of the page space:

After research, we found that users go to the website to browse for more information is the demand exists. So we will be a few major platform of the son of the official website listed at the bottom, changed the old version can only through the banner operations to enter the platform's official website of a single interaction. At the same time, QQ security commonly used in a number of help feedback also presented, to help users more intuitive to find QQ security-related maintenance.

　　Five, the transfer of QQ brand Image:

QQ has always been focused on young stay alive, this penguin in the ever-changing internet constantly improve the optimization, and still remain highly active. IMQQ website as the official platform for the display of QQ of course also to inherit the spirit of QQ rejuvenation. So the overall official website design simple pure, the color is bright, even if the picture also pays more attention to the youthful vigor feeling, hoped through the color graph and so on visual symbol, conveys the QQ younger brand image.

　　Project results and follow-up:

The new version of the first edition of the official website, the official website visits, PCQQ, mobile phone QQ Download volume has been a small increase.

IM official website, PCQQ official website, mobile phone QQ website Click rate Growth: 43%,84%,53%.

Homepage Carousel Banner also has a significant increase in the number of clicks: The first carousel banner click Rate Increase by 14.32%; the second one increases by 13.04%.

and driving the download of QQ: Pcqq download volume increased by 100%; mobile QQ download increased by 233.5%

Then does this revision have to solve the user's needs?

In the online period, we set up on the official web site "Small investigation" of the entrance, for the download process optimization, new features introduced and special topics, news precipitation page, such as the new plate focused on the investigation, get feedback as follows:

Users are generally very recognized after the revision of the download QQ more convenient, to find a solution to the security problems of the entrance is also more convenient.

For the overall design of the Web page satisfaction rate is high, but the smoothness of the satisfaction rate is relatively general.

Follow-up, we will "QQ course" "Team blog" and other modules to complete and release, and gradually improve the site user experience and fluency, please do please look forward to. If you have any comments and questions can be timely feedback to us, thank you for your IM website's concern and support:

We can login im.qq.com experience new version of QQ website Oh ~