User experience design of e-commerce website without feedback results

muttering:

Every time writing an article is often the most difficult to start, always want to give ued readers different sense. Just as we design products always want to cater to our users, and finally feel like a fool running after the user. We hope that by educating our users to try some fresh play should, it is hard to say whether the user will pay. Moving from one extreme to the other is obviously unscientific. Users must listen to the needs, but to have the identification of listening. A good design user is always willing to pay for it, poor design users will let us pay for him.

Category selection:

Here I first from the E-commerce site of the more important categories of choice to talk about, what kind of design users will be willing to take out the wallet to pay the design bill?

ebay.com

ebay's List search results page category selection as shown in the figure.

From the design of ebay's style look, foreign users prefer to put the category to the left-most position, and in the list page category selection or can be folded. According to the latest Yahoo report: Users may click on the left side less than the above, but they feel that this prompted more clicks on results and pages, and did not affect the ads. Nor does it require the user to scroll before looking at the results ...
In view of the above characteristics I designed the search results after the list page of a hidden advertising way, in providing navigation for users at the same time, but also targeted to provide users with a number of recommended hot merchandise information. As shown in the figure.

When users enter MP3 in the Home search box, click the Search button to enter the list search results page, will see the left side for the MP3 related categories of choice, the right for the search offer results page.
The above figure gives several kinds of state of class purpose (the mouse passes, the mouse moves away, after the mouse clicks), lets the user easily choose oneself needs product class target. At the same time, to provide users with a high degree of implicit information products, users can improve the use of class purpose viscosity. When customers choose to buy items in supermarkets, they will be based on the location of the store to find the products they need. So the simpler it is to suggest that the choice of the category will be more convenient for the user to find the product. Therefore, a set of rules for the selection of the class of the scheme:
1. White box representative not selected category;
The 2 blue box represents the selected category;
3. White box contains a check on behalf of the mouse is not necessarily selected category, mouse click will become blue box selected state, other if the selected state will be canceled;
4. The blue box contains a fork to the mouse after the selected category, the mouse click will become white box to discard the state, page refresh revert to the original state was not selected.

Alibaba.com

Alibaba International Station to choose the type of interactive way of the birth, in fact, sounds quite accidental, first is the internal cause: the right side of the advertisement sold out, so left no place to put the category selection and other filtration conditions. Then is the external cause: based on the search results page content focus, most users want to see the first or the results, followed by filtering and other operations. So most of the foreign sites are left and right layout, but when our filtration conditions more and more rich, each with a filter or undo, you need to scroll up and down the page. This has been a problem for users, as well as the feedback they have received in the buyer's research. There is no absolute verdict to say whether it is right or left or right or down. Therefore, we still have to make a variety of attempts based on the richness of existing content. The future of the international station's category may also be the combination of the right and the bottom.

Ideological enlightenment

In the course of the continuous evolution of the interactive mode of the purpose of Alibaba's international station, the inevitable germination is bred in the occasional. When the operation of the class is very specialized, whether to guide users to click on the category, when the product is not a standard category or young, whether directly guide users to see results. Different periods of emphasis should be different, in view of the current status of Alibaba China Station, our main user group for the domestic SME bosses, they are most of the computer novice, interactive control of the simple convenience is our primary consideration. So we have retained some of the mean way, but not the future we will not change, as the user age level gradually reduced, more young SME bosses will regroup our user groups, they have a high degree, there are new ideas willing to try fresh things. At that time, the orientation of the class-like interaction was different now.

Property Filter

Many e-commerce sites in the selection of attributes and the category of the choice of contact is very close, I do not want to talk about property filtering alone after all they combined to better help users to complete the search for merchandise operations.

ebay.com

ebay's attribute filtering is closely related to the class purpose. All of these attribute filter conditions can be stacked filter, interactive control is also very common several, reduce the cost of implementation, improve user acceptance, so that the threshold of operation as far as possible. The location of its placement is also the same as the category of consideration, the front has been explained here no longer repeat. There is also a point of concern, the category and attributes are placed in the leftmost position, you can let the search results offer as much as possible in the first screen show more number of items, which is the user's most concerned about the results. In the user testing process, in the purchase of consumer goods in the C class more concerned about the attributes than the class, property filtering and quick filtering of the operation frequency is slightly higher than the category selection. They tend to have higher viscosity than the class. If you are concerned, the Taobao.com list page Properties filter, the original is the label mode, now also become the main Drop-down menu control.

Alibaba.com

Alibaba International Station They selected 40,000 search terms to do the category direct, after the user study proved: These 40,000 search terms users care about attribute screening is larger than the category selection. So the international station puts the attribute filter on the class purpose. As shown in the figure.

When you select the memory size in the property, the music format, the current line of memory and the music format will disappear, and the selected 4G and WMA will appear in the selected rows. Clicking the selected property again deletes the selected property and the page refreshes. Understanding the needs of users, data analysis and bold attempts, will bring us more business value.

Thought Innovation

When thinking about the status of the category and attribute screening of Chinese stations and the goals of the website, I often ask myself: who is the target user? What user needs a search results page, what user needs a sort of category and attribute filter?

Property Direct

According to research reports from user studies, 2/3 of the users of the test users focus on the attributes larger than the category, thus adhering to the bold idea, careful proof of the idea, I did the following program-attribute direct. What do you mean by attribute direct? According to an algorithm, when the search term is the same as the class name or ID, the matching class is selected by default. For example: The user wants to look up the search term for MP3, so we first let him select the category and then go to the attribute filter. Now as long as the user input MP3 keyword, the system will automatically match to the relevant category (at the same time also give users can choose other types of Purpose portal), users want to pinpoint the goods, as long as the choice of attributes on it. In fact, the categories and attributes are filtered into their essence, they can be called navigation. One usability principle for navigation is to minimize the operational steps in the process. How can you help users easily search for the results you need? Attribute direct is to help users solve the problem of the key, the user most concerned about the most commonly used operations first recommended to the user. As shown in the wireframe.

Non-attribute Direct

Given the technical factors, it is possible that the categories and attributes we recommend may not be required by the user. Therefore, it is necessary for us to set the non-attribute direct way for the above situation. The user still chooses the class first and then selects the attribute. Such a way is the common use of Chinese stations in one way. As shown in the figure.

Summarize:

Whether it's a direct attribute or a non-attribute direct, the goal is to help users find the goods they need as quickly as possible. If the search results are sufficiently friendly, the user no longer needs to use the class and attribute filters for quick filtering, the first 10 search results have met the needs of users and entered the detail page. The future may also gradually weaken the category and attribute screening, and can even remove it. Think Divergent thinking, if the user can pass, the idea of communication, or oral communication, do not need to use hand to point. Think about it, open mouth, the computer to help users find the best global results, users (buyers) do not bother to pay attention to the site design how many exquisite class and attribute screening.