Also say navigation design

Recently on UCDCHINA look at some of the e-commerce design thing, because at hand is a project. The most recent issue was "http://www.aliyun.com/zixun/aggregation/7865.html"> Navigation Design. "I think a lot of the ideas that I can combine with some recent thinking can be said.

Speaking of e-commerce navigation, many people point to two e-commerce sites, Taobao and Amazon. However, in order to design e-commerce web site navigation, in fact, is not accurate, because the magnitude of different commodities, Taobao and Amazon's approach may not be suitable for the current e-commerce site.

1. Mass merchandise navigation

Taobao and Amazon have a large number of products. According to the data, Taobao now has 40 million products, 40 million product design navigation and 4000 product design navigation, in fact, there should be a very big difference, we can see that Taobao first level navigation Is in accordance with the user: "men, women ...". Now, except for the expanded search box, all levels of navigation are functionally divided.

Because the directory structure of the navigation is effective, but 40 million in the rapid positioning of goods to find something, especially as more and more people use Taobao as a grocery store, or synonymous with shopping, you want to find a cut Grass machine, at home or in the electrical? In fact, you have a lot of unclear concepts, so this time the search is very effective.

Therefore, we see a huge search box in Taobao and Amazon.

At the same time, Amazon is classified navigation on the left, because Amazon does not have so many products (according to the 2000 data a total of 415,000). So in shopping systems of this size, and in particular by themselves, it is still possible to index by category, but more and more categories have also become a challenge for Amazon's navigation (including the interesting double tab design).

2. Vertical e-commerce navigation

Such e-commerce sites often need to be classified according to their own business logic index.

For example: Jingdong Mall classification index. Le Amoy brand index. There are two very different examples.

For Jingdong, the user is often what I need to buy a kind of electrical appliances (fax machines, computers, mice) and so on. Then is to consider the brand.

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

The two company's index is actually based on their business logic to produce, not consistent index structure, although the goal is to shop. But in fact, when users choose is actually different.

3. Single brand e-commerce index

Such companies are very interesting, often before a traditional company, as the trend began to put things on the Internet sales, often relying on Taobao platform, for example, uniqlo, jack & jones and so on. Of course there are companies like Vancl who make their own brands.

Because of the small number of such companies, often perpendicular to a single category, the number of goods is also very small, generally not more than 500 kinds. So for such an index structure, in addition to the traditional scientific classification index, a very effective index structure is the homepage of a single 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 go to the product filter page to the goods, often go directly to a single product is also good, because perhaps it is only 1-2 pages of the entire product structure (40- 80 pieces).

4. Home navigation

Navigation on the home page more thinking recently. For a certain data e-commerce company's navigation, my preference home page has two goals. 1 is to let the user enter a category list page. 2 is to allow users to feel the good and a large number of website products. (Not very inclined to direct users to a single product page)

So in fact, many domestic e-commerce site from the point of view is not so effective home, or two goals are not so equal. A few days ago to read Lao Geng diary wrote: "Fat man said time complexity and space complexity can often be reduced at the same time, not necessarily sacrificed one."

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

Source: http: //www.dreamcog.com/? P = 56093