Mobile UI Redesign
User Experience DesIgn Award 2016
May 2015 – July 2015
Fanli.com is a Chinese cash-back website just like Ebates.
It provides cash-back after online purchasing, aiming to provide new online shopping experiences for online shopping users in China.
Our team participated in 8th User Experience Design Award (UXDA) held by Chinese User Design Professional Association (UXPA China), and cooperated with the product manager from Fanli.com to redesign the mobile user interface.
Interviews and Surveys
We used Baidu search engine indices to investigate the users profile.
We found that during 2016,the Search interest continues to reduce both on mobile phone and PC, We found that during 2016, the search interest continues to reduce both on mobile phone and PC, which suggested a serious challenge to the market share of Fanli.
Though user segmentation, we set our target consumers as 25-35 young people who lived in developed regions with high GDP and preferred to shopping online with apps. Based on the results, we started to analyze competitive products who had similar functions and users group to Fanli
COMPETITIVE ANALYSIS & SWOT
We divided competitive products into three groups based on their major function, including REBATE, DISCOUNT and RECOMMEND.
Based on market research and competitive analysis, we developed SWOT analysis (Superiority Weakness Opportunity Threats)
INTERVIEWS & SURVEYS
Though interviews and surveys, we clarified 5 major needs of users and created personas and storyboards to better understand them.
Convenient rebate process
Almost all use churn caused by excessive complicated rebate process
User groups with high salary (more than 5000) were more interested in cash-back, especially high discount of expensive product (more than 100 RMB)
Wanted to compare product price among different e-commerce platforms easily
Personalized Recommendation & Social Function
Saw recommended product from star users and gained personalized recommendation, shared experience with others.
Ensured quality and safety guarantee of shopping process
PERSONA & STORYBOARD
Get quality guarantee while shopping online
Gain discount though convenient process
He is a junior undergraduate student. Due to his busy academic affair, he prefers to shopping online instead of going to shopping malls. Thus, he values efficiency more than discount in shopping. Excessive process to gain reward makes him feel time-consuming and unworthy.
He focuses on the quality of product, sometimes holding doubt attitudes toward goods with low price.
22 years old
Living in Hangzhou
Zhejiang University Student
Salary : 1500 RMB per month
Hobbies: PC games, reading
Compare price and buy the cheapest ones
Gain high discount while shopping online
She is a housewife and always shopping online for family. Thus, she will compare the price of products on different e-commerce platform such as Amazon, Taobao and JD to choose the cheaper ones. Her salary can just afford daily payments exactly thus she is a price-sensitive buyer. She has used Fanli.com for several months, and feels sometimes the process is too complicated.
34 years old
Living in Beijing
Salary : 6000 RMB per month
Hobbies: shopping online,
In the usability test, we firstly analyzed the using situations users would meet. We divided user’s goals into two kinds: searching special goods or just browsing casually. Based on them, we analyzed every step to finish the tasks.
Search special goods
Cognitive Walkthrough Method and Think-Aloud Technique were used to investigate the usability problems with paper prototypes.
We invited 5 participants every phase, and gave them 5 tasks included:
finishing the purchase and checking the cash-back
adding products into my favorite
searching target products by using category function
comparing the price of same products and choosing the cheapest one
sharing use experience with others
Based on the results, we refined our interactive logic and interface design.
For example, 4/5 participants failed in the price comparison task. We found that the comparison processing was too complicated for consumers, and should be employed in the detail page rather than list page. Thus , the design were changed to match needs of users.
In the next phase all participants finished the task and praised the function through interviews.
Add the price comparison function in the detail page
Reduce operative steps
LOW FIDELITY PROTOTYPE
HIGH FIDELITY PROTOTYPE