To the top of the design idea: QQ Space V6.0 version

Article Description: design of inheritance and subversion: QQ space V6 design product upgrades as an example.

Space was born 6 years, and finally another upgrade, ushered in the innovation of the V6.0 version, it is the most important version of the upgrade in recent years, shoulder the strategic transformation of space, promote platform open, enhance revenue and active users of the task. So this version of the upgrade, we change from the beginning of the details, direct optimization process and performance design ideas. But from the overall point of view, rethinking the positioning strategy of the platform, further integration of information architecture, subversion of the performance layer of the interactive experience, to enhance the user's QQ space brand awareness and emotional identity. Changes in the past after each upgrade, the new features and features of space caused by the bloated complex situation

So the introduction of Jesse Garrett's internet product design hierarchy model, a solid foundation from scratch, so as to create a comprehensive upgrade of the new space.

Let's take a look at the design derivation process:

According to the product design hierarchy model of Jesse Garrett, this paper combs the product positioning of QQ space, and explores the formation of clear and perceptual perception under the new visual form frame.

Focus on the strategic level

Through the balance of product maturity and the project time and internal data indicators, we chose the "data mining, user feedback, user interviews, questionnaire survey, market research, competitive analysis and strategic decision" research methods to quickly locate product objectives and user needs, determine the upgrade strategy.

Positioning product Objectives

methods: Data Mining, competition analysis, strategic decision

Data collation: income composition (above) and user activity (middle and bottom) contrast.

Analysis: The increase of value-added income is slowing down, advertising revenue potential, application type is scarce, user interaction is low, active degree is lower, content quality is poor

Product Objectives and Solutions:

Expand new revenue channels-widen page to 960px, increase advertising on level two or three page, increase exposure; perfect In-app purchase channel

Increase the platform to play, improve user activity-open platform, on-line Application Center, Video Center and Reading Center

Increase user interaction-Consolidate message push system, perfect privacy Authority system, reshape relationship chain

Locating user needs

Methods: User behavior Mining, user feedback, user interview, questionnaire survey

Data collation: User feedback and recommendations focused on the following points.

Analysis: Spatial interface chaos, slow loading speed, poor dress effect, low content quality, functional options Miscellaneous

User needs and solutions:

Enhance dress up abundance and quality-optimize dress up process and frame, upgrade dress style

Improve response speed and browsing experience-server performance optimization, bottom frame refactoring, browser performance difference

Improve content quality-further expand authentication space, feed access standardization

function decoupling, performance subtraction-Split unified settings portal, strengthen privacy permissions, global settings and personal data, dress up template 46 set to optimize the 20 sets, 5 class layout reduced to 3 after optimization.

Risk control

Risk: 6 years of products, old user habits, loyal users of the small nest version of the preference, dead IE6

Control ideas:

Old user habits-improve the upgrade strategy to provide the old version of the transition period, early beta

Loyal users-upgrade version compatibility, provide a small nest version of the alternative and a richer version of the scene

IE6 drag-Browser effect differentiation, boot upgrade browser

Refactoring structure Layer

The chaotic information architecture is collated and summarized, and the structure improvement is embodied in the navigation and application interface design through the combination of the frame layer and the presentation layer, which provides the user with a learning system.

Layered interface of presentation layer

The structure of space platform after several expansions, product system confusion, users of the personal center, home page and the application of the relationship between the cognitive barriers, the use of QQ zone similar to elephant, users can only repeat into the farm or access to the homepage of the operation Path. One of the reasons that the top bar doesn't play a good role in navigation the design is to replace the tool bar with the global context navigation, the user regardless of which page, can quickly jump to the backbone of the platform node, the Application Center and space to dress up two future revenue value-added points through navigation to further enhance the enhancement.

The study of the layered characteristics of interface elements facilitates the management and innovation of different levels of behavior expression.

Style relocation

Scene home-refactoring the underlying framework to make the new home page more freedom of design, high effect.

Application Center-rich content, through the information design of the content dimension is reduced and merged, thus reducing the interface complexity of the show.

Summarize

through to the top of the design ideas, from the product positioning began to the interface of the visual realization, can be combed from the root causes of abuses mature products for many years, new product strategy to provide a look at a more inclusive product structure. But this kind of design method also has obvious insufficiency, if in the detail evolution insufficiently, to the market demand and the user's feedback is not enough timely, the market localization exists the deviation risk and so on. Need a variety of design methods to combine the iterative correction design process, and do a good job of risk planning, to ensure that the design will not deviate from the market target, and finally get the user's approval!