Taobao user experience design for users to buy goods

A few years ago, I have been quite disgusted with Taobao. Because there are advertisements everywhere, and it is a very bad pop-up. The last year, found that some things are really in Taobao buy, also slowly accepted. It's not as bad as I was in the beginning.

Recently there is a doubt: why Taobao home navigation, shopping carts, favorites and so on the left is very obvious. and "My Taobao" under the asymmetric right advertising banner. It takes more than 5 seconds to locate each time.

Put the advertising bar in the middle of the navigation bar, really creative ah.

Well, I haven't been able to find the entrance I'm looking for several times. I admit it is related to my habit of using.

If nothing else, I will not first think of the system to log in. Because "login" is only a process, not my purpose.

Often I go to Taobao home, just want to see the things I bought store shipped No. As far as shopping is concerned, half the chance is to run directly into the product's page from Google search.

This time, the query is my purpose. After one experience, I know that I am looking for a "my Taobao" entrance. Then, if I can pass this entrance smoothly, the system needs to let me authenticate the identity, will naturally have the login interface to ask me.

Several times, I was in search of "my Taobao" encountered difficulties. If the home page is clean to only the "login" option, I will not hesitate to choose to login this unique entry. But at the top right of the page, there are navigation bars such as "Shopping Cart" and "favorites." Subconsciously I think that I should find the link I need on the home page. (In fact it also exists)

My other question is, in some cases, is it necessary to postpone identity authentication? Since the final confirmation of the purchase must be identity certification. Then the "Shopping cart" link and "login" also exist in the home page is necessary? If I am still anonymous and have been buying goods, I don't have much of a chance to always go through the home page to the shopping process. Just like going to the supermarket, I don't go to the gate when I buy everything. (Although a lot of things I started walking from the gate, can be more specific to the positioning of the shelves) so I hardly have the need to view the "shopping cart" from the home page.

If the goods I chose yesterday are only placed today (this will reopen the homepage of Taobao today), then I usually choose to collect them first, instead of putting them in the cart for the time being. This is not in line with general consumption habits. And after too long, it's hard to make sure that what you're buying is still in the same state you were looking at. This time, first login, continue yesterday's process is the most natural idea.