Interactive design: E-commerce website navigation design

I recently looked at some e-commerce design things on Ucdchina, as this is the case with a project on hand. Discover the latest issue is "Navigation design." I think that with some recent thinking, there are a lot of ideas that can be said.

Speaking of E-commerce Navigation, many people will point to 2 e-commerce sites, Taobao and Amazon. But in order to design E-commerce site navigation, in fact, is not accurate, because at different levels of goods, Taobao and Amazon practices, not necessarily suitable for the current E-commerce site.

1. Navigation of mass goods

Taobao and Amazon have a large number of goods, according to the data, Taobao now has 40 million products, for 40 million of merchandise design navigation and navigation for 4,000 products, in fact, there should be a very big difference, we can see that Taobao first level of navigation is according to user distinction: "Men, women ...". And now, in addition to the expanded search box, the first-level navigation is all functionally divided.

Because the directory structure of navigation is effective, but in 40 million of goods quickly positioned to find their own things, especially more and more people to Taobao as a grocery store, or a synonym for shopping, you want to find a lawn mower, is at home or in the electrical? In fact, you have a lot of unclear concepts, so this time the search is very effective.

So we see a huge search box in Taobao and Amazon.

At the same time, Amazon is the left-hand category navigation, because Amazon, the number of goods is not so many (according to 2000 data of 415,000). So it is possible to classify indexes on such a scale, especially in the sort of controlled shopping system, but more and more categories have been a problem for Amazon's navigation (including the Fun Double tab design).

2. Navigation of vertical electronic commerce

Such e-commerce sites often need to follow their own business logic to the scientific classification index.

For example: Jingdong Mall's classified index. Le King's brand index. is 2 very different examples.

For Jingdong, the user is often what I need to buy a kind of electrical appliances (fax machine, computer, mouse) and so on. Then the brand is considered.

For shoes, users tend to have a fixed brand preference, especially for male users. For example, I would like Nike or clover.

The index of the 2 companies is actually based on their own business logic, inconsistent index structure, although the goal is shopping. But in fact, the user's choice of time is actually different.

3. Index of individual brand e-business

Such companies are interesting, often before a traditional company, with the trend began to move things online sales, often rely on Taobao platform, for example, Uniqlo,jack&jones and so on. Of course, there are vancl a class of companies to do their own brands.

This kind of company because the classification is very few, often perpendicular to the individual category, the commodity quantity also is few, generally not more than 500 kinds. Therefore, for such an index structure, in addition to the traditional scientific classification index, the most effective index structure is the first product recommendation, because the huge design of the headline picture is very attractive, the recommendation of a single product is very effective.

Therefore, in such a company, not necessarily the user must first to the Product filter page to the product, often directly to a single product is also good, because perhaps it is the entire product structure only 1-2 page list content (40-80 pieces).

4. Homepage's navigation

On the homepage of the navigation recently more thinking. For a certain data e-commerce company's navigation, my inclination to the home page goal is 2. 1 is to get the user into a Category list page. 2 is to allow users to feel the site's excellent products and a large number of goods. (not very inclined to direct users into the single product page)

Therefore, in fact, many e-commerce sites in the home page are not so effective, or 2 goals are not so equally equal. A few days ago to see old Geng Diary wrote: "Fat said time complexity and space complexity can often be reduced at the same time, not necessarily sacrifice one."

The same is true for design. Good design is not the result of compromise.