The process of designing a complete Web site

wrote a similar article before, but because the reason for the work is relatively simple, this time from the product point of view of the previous work of some experience, is a stage of their own summary.

I. Collection of requirements

As the initiator of a product, you may be the CEO of the company, may be a product manager, or even an ordinary entrepreneur, no matter what your position is, want to do a good job of a website must have a full understanding of its target audience, clearly understand what my main consumer needs? What can I offer them? What are my resources? Sometimes, perhaps this initial idea is just a concept in the mind, we have to translate this concept into practical results and to bring practical benefits to the enterprise must start our first step to "collect user needs." This article to a vertical consumer example to explain the full text, assuming that we now want to do a health care products of the consumer website, first of all, we understand the market is a blank, we need to know the current mainstream health care products consumption group is roughly what kind of crowd structure? What kinds of health products do they often consume? Does the target user have the habit of shopping online? What are our competitors and what are their strengths? And so on ~ There are many ways and means of collecting demand, such as user interviews, questionnaires, buying industry data, and so on, if you're not a completely innovative model or that you're selling things that don't have a second home, you can usually get a lot of useful data by analyzing our competitors, So here is omitted n words, not focus on writing.

Ii. Analysis of demand

Acquisition of the requirements of course is to analyze, from which to extract the useful things to themselves. Here I divide the requirements analysis into two categories, one kind is the user demand, one kind is the system demand, the user demand is the target crowd which the commodity which collects in the early stage and the website users they want, but the system demand is the website needs to provide the user what kind of function, lets the user conveniently realizes the purchase process on the website.

2.1 User needs

Health care products using crowd positioning

The above figure has divided our mainstream use of the crowd into four categories, youth, urban white-collar, young women and middle-aged and old people. There is a difference between the consumer of health care products and the traditional consumers, the use of health products is not equal to the end of the Web site consumers, mainly because the crowd covers the youth and middle-aged two large groups, and these two types of people, usually lack of purchasing capacity or online shopping is not understand and accept people. So the crowd location does not represent the end user of the site, so we must continue to analyze who will ultimately buy the goods on the site, and what is their role in the crowd?

Website Purchaser Role

The final use of health care products and the end users of the site to buy the crowd, we can customize the mall's commodity category, that is, what can we provide? From the early requirements of the collection we have clearly known the goal of consumer groups, the main purpose and needs, this time to combine the site's own resources to meet the needs of the target users, here involves market procurement, channel cooperation and other factors, need to be determined according to the enterprise's own situation.

2.2 System Requirements

Through the analysis of user needs, we can understand what users need in the process of purchasing products, what kind of functions and information can help users to easily select the products suitable for the TA, so that we make more suitable for the target users of the system functions so that consumers through our website to buy the goods ta want. We're here to do a hierarchical task analysis to simulate the user's shopping process, to comb out the user in the purchase process of the entire shopping process, designed to meet the user purchase habits of the Web page prototype.

From the above we already know what the user in the process of purchasing health products will be the operation, through the task of simulating user actions and the actual operation of the user to do the comparison, to help us design a more consistent with user habits of the Web page prototype.

After the general analysis of the need to comb the site's information structure, that is, the site presented in front of the user information. Before you start, be aware of the special attributes of the goods you sell, users in the process of selection of what information will give TA Help, which features will enable users to find more quickly the desired goods, when users do not know what to buy, how to recommend to the user for the appropriate goods.

Commodity properties

Differentiated by function

Invigorating Qi and enriching blood, beauty raising, strengthening immunity, regulating gastrointestinal, nutrients, calcium supplementation, anti-fatigue, enhancing memory, improving sleep, preventing three high, cardiovascular care, breast slimming, conditioning sub-health, and so on

Divide by crowd

Female health care, male health care, maternal and child health care, middle-aged and elderly health care

Differentiated by nutrient composition

Liquid calcium, Propolis, spirulina, lecithin, protein powder, vitamins, amino acids, sheep placenta, collagen, calcium iron zinc selenium, deep-sea fish oil, l-carnitine, etc.

Differentiate by Brand

Health Tang, nutrition house, Nyquist Felix, American NGO, Ailander, Elelen, Tomson times Kin, Conci, etc.

Through the above analysis, we have a general understanding of a health care products mall information architecture, a suitable information granularity "health products", the type of a large number of metadata, as well as a method of estimating the focus of content, can now start to build a clear, primary and secondary, informative health care products Mall to meet the needs

Click the picture to view the larger image

is the website information architecture complete and ready to start? The answer is: No, that's not complete. There is only one goal for all of our early requirements analysis, "Let the user experience the shopping process happily", so we need to sort out the user's shopping process, and the shopping process in the previous article slightly different, here we mainly simulate the user from entering the site to complete the purchase of what action, so that the late completion of our system function design. We first draw when the user first enters the website to complete the purchase process:

This is just a simple flowchart, you can draw more user behavior on this basis, simulate the user in the process of buying goods may encounter what problems, how to users encounter problems through the site information prompts to help users to solve these problems, When designing these functions, do not blindly rely on their own experience to arbitrarily think that users should do so. The patterns of each site, the attributes of each commodity are different, and the angle of the user's choice is different. For example: When buying a piece of clothing, the user may be worried about the fabric of the clothes? Does the size fit? and the purchase of health care products when the user more value is it has the health effects, these are to buy goods through the user's different psychological analysis. For example, let's take a look at what information is contained in the user registration page for the two Web sites, and what different information is given to the user during the user's operation.

Mai Lin User Registration interface

Jingdong Mall User Registration interface

By judging the user in the registration process will encounter what problems, the design of the form needs to be in different states to give different information, this information to help users to complete this step faster, when the error is clearly told TA, where wrong? That is to say, before users encounter these problems, we should consider what kind of problems may occur, do not allow users to enter your site after the laborious to learn how to buy in this site I want things, so will only waste the company's promotional costs. Remember, good product design is a magic weapon that can help the site retain users and improve the conversion rate of the site.

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