Recently, I found that Taobao 88VIP card opening page has made some optimized designs. Let's interpret the design points. In addition, by the way, why is there a big difference between the Taobao card opening page and other platforms? What is the design logic behind it?
1. Design goals
The core goal of the card opening page is to convey rights information to users and guide users to make purchasing decisions. Therefore, the most important content is "what are the rights and what are the rights and interests".
2. Optimize the design point
First look at the version comparison before and after the upgrade of Taobao 88VIP card opening interface (below):
By comparison, it can be seen that the 88VIP card opening interface is mainly optimized at the visual level, the purpose is to improve the user's perception of interface information, and the optimization points can be summarized into three directions.
In addition to the rights and interests information, the card opening page usually adds "money saving information, product examples, price discount information" and other content to encourage users to open the card. The efficiency of information transmission needs to avoid simple accumulation of information, but should form a primary and secondary ratio to improve users' perception of rights and interests.
Therefore, the new version of the interface appropriately reduces the proportion of auxiliary content, leaving more content to the benefit information.
In the old version, the equity icon was integrated into the background color, and the information transmission effect was consumer email list too average. In the new version, the visual level of the equity icon has been improved through background color optimization, making it more three-dimensional. In addition, the equity icon is adjusted consumer email list to a face icon, which enhances user identification and readability.
For example: "Tmall rights and interests" adopts the form of a cat head shopping bag, and "ecological rights and interests" adopts the form of cards, which assists in conveying the type of rights and interests.
Taobao's equity introduction does not build a separate equity floor, but adopts a combined display method. In order to better convey the mind of equity, the title of equity is added in the new version. The 15 rights and interests are integrated and displayed into 4 rights and interests value points, which help to establish user cognition, and at the same time effectively control the length of the page and reduce the user's memory cost.
The main adjustments of Taobao 88VIP are summarized as follows:
3. About the display of member types
Different from the common card opening page, the 88VIP membership type is directly displayed and resident in the bottom of the card opening page. Most of the other e-commerce platforms just display the open button, and after clicking, more member type information is displayed through the bottom floating window, or by jumping to the page.
Why is there such a difference?
First of all, let's talk about the disadvantages of the membership type directly displayed on the card opening page.
1. Occupies page space
For paid members, usually the user's decision-making efficiency is not high.
General users need to have a more complete understanding of the rights and interests information before making a purchase decision. Therefore, there are obvious gaps between obtaining equity information and making purchasing decisions. The height of the member type area is relatively large, and it is located at the bottom of the page, which affects the display efficiency of effective information. Therefore, the new interface of 88VIP appropriately reduces the height of this area.