Product subtraction must be done

I have to admit that we made a lot of mistakes. It's no big deal to admit failure, as long as you have the courage to go further.

In the past few months, various factors have led to some problems encountered throughout the project.

Strategic mistakes, swaying positions, unsuitable products, unscrupulous operations ... Well, almost all the pit we all jumped.

Do not stand aside and sneer, and maybe many people "know" what to avoid, but I promise you that we all know before we make a mistake, but we've messed up a few things.

Fortunately, we quickly adjusted.

Large target users, as small as the page background texture, we started this round of updates more than two weeks ago, has basically completed 70%. Involved changes include but are not limited to:

0. Target users: a more refined definition of the crowd.

In fact, shopping did not change the target user, this time only under a greater determination. And reluctantly removed 80% + of the content on the site (because they did not match the intended audience).

The choice of the target user is tough and also the basis for all of the decisions below, which we will not elaborate here.

1. Re-election categories: We have removed the first half of the commodity categories, leaving only more suitable for the target user tastes, more suitable for online shopping scenarios, there is a need to be shopping guide categories.

When we re-select categories, we also consider the factors of the team's ability, we chose the content we are better at doing.

2. Content control: higher quality, better quality, more security.

We have made significant changes to our website's update strategy, greatly reducing the number of daily product updates and focusing on improving the overall product quality.

Each product is closely scrutinized from the product images, names, labels, testimonials, sellers' selections, comment screening, etc. (This work will continue).

As I said on Weibo, I now use more than 3 hours a day to find more suitable pictures for the products so that the products can better express themselves.

3. Product subtraction: With the above three points clear, we started to adjust the product. Reluctantly removed a lot of "heavy" and "not applicable" function. Abandoned or streamlined features include:

3.1 scene shopping guide:

This concept is actually very interesting, according to the scene of life to a specific period of time or the environment recommended products, integrated recommendations.

However, when we decided not to provide such categories as maternal and child, travel, etc., this kind of shopping guide did not make much sense for other categories and led to the complexity of the site's information architecture.

In the case of the new categories, searching through tags is enough, simple and straightforward, with no extra concepts and no excessive packaging.

Older index navigation:

3.2 Discussion bar: discussion from the beginning of planning, is the "scene" facilities, specific groups for specific issues to be discussed.

As the scene vanished, we also made it a lot of streamlining, and even once wanted to put it off the whole disk.

Need to mention is that in the list page information design, we learned Baidu Post Bar way to pay tribute: P.

3.3 Concept Integration and Simplification: We put the user's attention to people, the theme and brand like, the concept of unity as "attention", simplifying the entire "good friend shopping" logic (replaced by "I am concerned about")

On the big picture, this is the mechanism by which RSS feeds go back before. Users through this, to complete a personalized subscription, to get more accurate and more in line with the taste of recommended information.

After that, we will continue to open the information push channel. Now the product is not enough to guide the guide, so did not convey this concept well.

/// After upgrading, "I'm Concerned", you can get the topics you are concerned about, the brand's product update push.

3.4 More Simple, Direct, Effective Search. This should have been a simple product, the design is too complicated before, this time to a clean-up.

Old version of the local: a variety of search, a variety of search results integration, various recommendations etc ...

New version of the part: simple, direct and effective

3.5 Home Simplified information structure

Old partial module: This area contains a single product recommendation, popular tags, popular topics, people, posts, scenes etc ...

New version of the local module: left single product, label, theme, up to people, add a new operating area. Page information to become more simple and intuitive, do not think "What is this?"

3.6 reorganization of the personal home page navigation structure (incoming). Integrate the information structure of the secondary channel to enhance the expressiveness of some pages. Originally had a big idea, but this time did not take the risk to do this attempt.

3.7 new themes, brand channels, and future "Daren channel." Fu Zheng "theme", "brand", and "people" the relationship between the three basic elements, unity and reduce the related concepts.

4. style changes

Although the shopping design is not less than everyone's Tucao, but we have been positioning, we have been pursuing a better sense of quality.

This time we are more firm "quality" line, so in the original visual style on the basis of a certain degree of adjustment.

Several screenshots from the above can probably see some changes, including but not limited to:

4.1 removed almost all the big rounded corners, buttons are also used 2px small rounded corners. Great rounded people feel kind, interesting, but difficult to show "solemn", "elegant", "quality"

4.2 head background, removed a little naive wave point, with a more stable sense of texture material.

4.3 The overall style is more flat, all to set off the content-based, remove almost all projection and gradient effects.

4.4 less color. Oh, I'm not talking about color bars on the head. As much as possible on the page to reduce the use of color, or a principle: everything to set off the main content.

4.5 List of products Discarded the pictorial form, instead of the regular grid, showing a larger map of goods.

We try to get the user to focus more on each item so that every carefully selected item is "respected."

Before the ravens in an external speech, said: "shopping, in fact, is not used to shopping." At least not shopping stalls feel downtown.

5. Effect

As a matter of fact, I do not know how to tell the truth. And according to the current conditions, I can hardly verify whether the effect of each change is good or bad.

As a purely content-based products, the core still have to rely on after the move.

I can only say that I think the whole design idea is right.

Just summarize the "design", then I go hold the core principles of this revision is: simple, direct and effective.