Don’t panic when you encounter UX tasks with multiple jump logic and rich information levels, take a deep breath and look down.
Before doing framework design and merging similar items with addition, subtraction, multiplication and division, sorting out business and product logic is crucial for complex process interfaces.
Let's take an example to illustrate the problem. This product is called "CreditEase Preferred 2-Year Period", which is a P2P wealth management fixed income product .
This is the online process page of the product
Combined with the relevant pages of the purchase process, we can sort out the product usage logic into the following two types according to the user's situation :
Here we can conclude that the actual purchase process of the product involves 2 core function operations (buy amount input + payment) and core function operation feedback (payment status), 3 auxiliary functions (bank card selection, coupon selection) and payment method selection).
Among them, according to the timeline design method in the process design , according to the chronological order of the user's process, the user's psychological sorting should be: confirm the product information - enter the purchase amount - see the expected return amount - whether there are coupons Available - Go to Pay - Was the payment successful - Where will the money go back when due - OK, I confirm.
In this way, we can derive two UX design solutions.
Scheme A - Aggregation
According to the online interface design, it can be seen that the product prototype has a high degree of restoration. It is simple and rude to complete the product purchase with 2 core pages (purchase process + payment result) + 2 trigger sub-pages (payment method + coupon) + .
The advantage of this is that the information display efficiency is high, and the page operation jumps are less.
In addition, the sub-page frame is designed as a pop-up window style, which enhances the page connection and reduces the feeling of confusion in page jumps.
Such a well-established frame design is an insurance choice for many products in the design , but in fact, with the improvement of users' pickiness and the increasingly efficient and fast pace of life, maybe we can also try more in the frame design. breakthrough.
Scenario B - Split
If we split the core operation, we can get a brand new solution. 3 core pages (amount input + payment + payment result) + 1 trigger sub page (coupon).
Such a split design should provide a b2b data better user experience, clarify the purchase process, maximize the core functions, and make the purchase process a line operation.
However, such a process design that seems to have an excellent user experience has a certain business conversion rate problem . The thing that products are most afraid of is that some users will be lost in this extra purchase step, and the changes in specific data will be fed back to us. It can probably be guessed from the changes in Baidu Financial Management that the split design was defeated in the goal of business design.
The above is the change of payment and purchase process before and after the revision of Baidu Wealth Management
In fact, I personally think that the hierarchical division in design can be understood as a process of merging similar items + sorting . Adhering to the user experience principle of "don't make me think", simplifying the complex information from the visual expression of the interface is more conducive to users to efficiently obtain important information, thereby promoting the "payment" behavior.
The processing of this simplified information is not only about addition and subtraction, but more about the merging and folding of information .