Home Design usability and pet

The homepage of the website is a thing that makes people have a headache. Sometimes it looks very simple: The home page is the integration of the content of the site, a product manager casually from the site to get something out, you can pile up a seemingly reliable home. As a result, it is often very troublesome: many people can express their views, and then some of the interaction designer tools (such as flowchart, concept map, etc.), in front of the design of the home page is also difficult to come in handy, so eventually into endless disputes. Therefore, this article hopes to find some practical methods to help designers to a certain extent to make decisions, but also let everyone in the dispute process also some common basis.

Home is difficult to design, I think because it is not only to solve the user "can do" problem, more time to solve the user "want to do" problem. "Can do" corresponds to usability, relatively easy to solve, expert evaluation, usability testing can effectively help designers, and "want to do" corresponds to the pet (persuation,emotion,trust, persuasion, emotion, trust), may involve psychology, ethnology, Unfamiliar knowledge such as marketing, interaction designers are no longer experts in this field, but some experience and methods can still be effective, as discussed below.

Consider availability and pet separately

The user who browses the homepage basically divides into two kinds: the target user and the goal-free user. Alan Cooper's "goal-oriented" philosophy tells us that the user's goal-driven task, the target user directly starts the "task", we just solve the usability problem for them. And those who do not target users, they just wander around, need the home page of the pet good enough to "convert" this type of users into targeted users, as far as possible to avoid their "loss."

So I will browse the homepage of the user divided into these two categories, for two types of users different characteristics to design, will let our ideas become clear.

Some examples of reality

Google Home

For search-oriented products, all users have a clear goal, even if the home page is how "rigid", because there is no interference, users can quickly enter their own tasks. So Google's home page does not have any pet content

NET (or 58 city)

This kind of website design also completely serves "the target user", the "no target user" mercilessly abandons, I thought this kind of design is not the most efficient way, because after all wasted a large number of users.

Mall

For E-commerce sites, there are two typical user stories:

Rational consumers, want to find something very clear, or select a small range, which requires a good home page availability, to help him find merchandise, the blue part of the following figure is the service of such users.

Impulsive consumers, do not know what they need, just to see if there is a suitable or promotional items can buy, which requires the home page has a good pet, to attract users to click, the red part of the following figure is to serve such users.

If Jingdong Mall does not consider no target users, perhaps the home page will grow into the following:

For customers looking for goods, perhaps more convenient intuitive, and for those who do not have a goal, they can only leave.

Renren

SNS class website, the user most of the time is in "casually see what everyone is doing", of course, sometimes, the user came to the homepage to publish a log, upload photos and other targeted operations.

Discussion: "Casual look" is not a user goal?

I don't think so. You can't drive a task directly, so it can't be used to test product availability; When you design a task in usability testing, just look at it as a task. In the process of "casually looking", the user decides to do something, which is the user's goal.

Clarify a number of possible misunderstandings

The module of a service-less-targeted user (such as the red area in the example above) does not mean that there is no need for usability, but that it is harder to make the pet better and more difficult to think about, and the usability requirements are easier to meet. Vice versa.

such as Jingdong Mall in the promotional module design, is very typical service in the target-free module, pet requirements can performance product quality, cheap, buy more people, inventory and so difficult to show the information; availability only requires easy browsing of goods, clickable, and so on, no designer will make mistakes. How to coordinate usability and pet in design of home page

Before designing, the survey analyzes the website user, is "has the goal" many, or is "the goal-free" many, to determine the page two kinds of module's proportion.

The general website also takes into account two kinds of users. But "availability" and "PET" These two points, there are natural contradictions, the former requirements of the page clear, and from the latter point of view, clear means that the rigid, the latter requires a rich page, and from the former point of view, rich means messy. Therefore, the design should pay attention to balance.

To resolve the above contradictions, it requires the "availability module" and "Pet module" to distinguish clearly, can be identified, not mutually doped. Allow two types of users to focus on what needs to be looked at the first time.

Usability is the foundation, must be done first, pet is higher requirements, belong to the superstructure, should not give up the foundation for the superstructure.

Design the usability of the home page

Should respect the customary use of time, do not innovate, such as the use of user habits of the site head, including the main navigation, global navigation, search, LOGO. The following figure.

If more navigation-such as the commodity classification of E-commerce sites-must appear in the first screen, highlighting and easy to identify. The information architecture in navigation, which can be categorized by the card taxonomy when needed. Ishun Network of merchandise classification navigation, the first screen on the left most prominent place.

Home overall layout rules, the use of Web page grid system design page, allows the page to have reasonable white. 、

Try to keep the page structure simple, preferably without two columns and three columns of mixed-row design.

The first page of the module to use as simple as possible list, simple list is easier to understand and understand, and design operation and development costs low. Of course, the "asymmetric list" also has advantages, see the figure below, the designer should be based on user type and design objectives to flexibly use.

Design home of Pet

1. Clear performance of brand and product service types. This first realization of pet trust, only the user first time to understand the site brand and services (especially some large brands), can immediately establish the user's confidence. But this practice is quite difficult, especially a number of new services, the length of a small, large users directly skip. There is only one way to verify that this purpose is not met:

5-Second Test:

To a new user (target user) Look at the first page design 5 seconds, let it say:

What kind of website is this?

What service does this website offer?

What is the first thing that attracts you?

Does this site have anything to do with a competitor like that?

Do you have any interest in this site and its services?

Then let the user carefully browse the home page, and then correct the above answer.

2. Use attractive pictures and titles. Plainly is the title of the party, although this recruit will be the vast number of designers spurned, but its effect is absolutely not to be underestimated.

3. The use of asymmetric design, the Lord has a time, to show the richness of. However, it is noted that asymmetric design increases cognitive burden and reduces usability. See above.

4. Use good numbers to convince users because the numbers "don't lie".

4.1 E-commerce websites, Limited limited-limit promotions. The screenshot of the Ishun Net home page in the following figure.

4.2 E-commerce sites, highlighting price and price comparisons. The home page of the group purchase website as shown below.

4.3 Use numbers to highlight "rich concepts". The following figure is the design of NetEase love Pat home.

5. Show other users ' activities on the homepage to persuade the users (other users to purchase records, evaluation, drying orders, etc.). Surveys show that the most effective way to get users to trust a site is by other consumers online.

6. In addition, visual design to meet the positioning of products and services, in the emotional proximity to the user.

7. Update the frequency of the page, users need timely stimulation. Too frequent updates, not only waste resources and costs, users also need to constantly adapt to increase the cost of learning, and long time does not update, will let users slowly lose tack, conversion rate decreased.

Article Source: uedc.163.com reprint Please indicate the source link.