O2O Design Thinking! "Out of the screen" experience

O2O design because of its use of different scenarios and ways, compared with the general design will pay more attention to the function and timeliness, the need to provide a simple intuitive, fast response user interface.

Note: O2O that online to Offline, refers to the line under the electronic commerce, mainly refers to on-line trading line to enjoy the product or service of a business model.

Recently had the honor to participate in some O2O project design, on-line also to "C (user)" and "B (merchant)" Carried on the visit, caused the author to "Go out the screen" the experience some design ponder.

　I. Pre-analysis

QQ Mobile version of the "Life discount" function is targeted at the mass consumer market offers discount information service platform, mainly catering information.

QQ Mobile Version Life discount

Before designing the whole design, we make a simple analysis to B merchant and C User:

1. B Business

Why do b businesses have to make concessions? Mainly two reasons: one is to attract customers, the second is to better provide value-added services in the store (such as membership, discount promotion, etc.).

Why should b merchant choose O2O Marketing mode? The growing tide of movement quietly changes people's way of life, using the advantages of the Internet, online marketing drive offline consumption, add value for the traditional industry.

Through and with the research colleague's offline visit, we found B merchant line store some common points:

1 generally have their own promotional introduction, such as new 80 percent, preferential packages, business days and other concessions.

2 the same kind of competitive goods material publicity, such as bank cards, credit cards, Business Circle membership cards, such as preferential information.

Based on this, the two issues to be considered in the offline store material design:

Goal: How to attract C users?

Environment: How to make the design more efficient with frequent turnover and noisy environment?

2. C Users

How to attract users and make the design more efficient, we analyze from the user's point of view:

1 "Golden 2 seconds" rule: in the fragmented and highly targeted outdoor environment, the user glanced at the merchant poster, stay for a short period of 1-2 seconds. This requires propaganda content to tightly grasp the user's behavior psychology of consumption, such as highlighting preferential terms, a few discount, the current and the original price of the comparison, how much to send how many, at the same time more use the United States to attract users eye.

2) Brand recognition: Similar to the publicity of the competition, how to let the user at a glance to know that this is the QQ life concessions and leave the brand memory. We can start from the unity of material design, such as publicity material template, visual style unification, B business and Life Preferential logo standardization.

3 Two-dimensional code: line under the interaction of the bridge, the actual use of the sweep code is often encountered in the size of the location is not appropriate, or two-dimensional code design over lead to sweep code failure cases (as shown below).

Two-dimensional code design needs to pay attention to the following two points:

A. The average height of Chinese adult males is 169cm, female 158cm. The two-dimensional code should be placed in the normal use of mobile phones, easy to scan the area.

B. Under the existing technical conditions, the fault tolerance of two-dimensional codes should be controlled within 30%, taking into account the printing materials, outdoor environment light, reflective and other factors, fault-tolerant ratio is best guaranteed under this.

3. Network situation

See give concessions, open the interface is always in the loading, because the network situation and lead to the inability to use, this is a very disappointing experience. How to optimize to avoid similar situation, in addition to doing background performance optimization, the design can also start from the following:

1 3G network can first load text after the picture, conditions allow 2G can also handle a set of separate;

2 more use of pure color and light texture design techniques to reduce the effect of too fancy, with recyclable texture, etc. to control the size of the Chettu.

Two. Stencil design

"Out of the screen" look at the design, b merchants, C users and network conditions for a simple analysis, we have a more comprehensive and profound interpretation of the design of O2O, in addition to taking into account a variety of integrated factors, we have to grasp the O2O design core concept-to the heart.

"Out of the screen" and "into the screen", the design of the interpretation will be more image and stereo. The following are the outputs of the two design template frameworks for life benefits:

1.B Business operation activity Offline design template

The main placement is the shop door, it is necessary to standardize the overall layout, highlighting the main preferential information.

2. Mobile End Operation Design template

Mainly consider the mobile phone side display position is small, through the primary and secondary content of the comb to improve the efficiency of information dissemination.

In addition to the above analysis, in fact, we have to B merchants and C users of the excavation has yet to be in-depth, there are many points is also we are working hard to learn and improve the place.

Do O2O project The biggest feeling, we should "out of the screen", more to the offline experience, more understanding of our businesses, more understanding of our users, more stereoscopic interpretation of their own design products. Whether it is O2O, or mobile end of the other design, we have to ask not only "What is good design", but also more should be standing in the user's perspective to ask yourself "what is a valuable design"!

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