In recent years, there has been a very popular word - "emotional value", to put it bluntly, it requires enterprises to provide functional selling points of products and services, but also to bring emotional resonance to users, and do long-term business, in order to undertake more transformation and landing. How can marketing-oriented official websites respond to the current new changes and fully tap the emotional value of products?
In response to these problems, today we bring the experience sharing of marketing website design to help you understand the underlying logic of website customer acquisition, so as to crack the website design password that impresses users.
Website design is roughly divided into three processes: creative divergence, content deployment and scheme design, and the following is a specific explanation of how to make the web page more detailed and intimate from these aspects.
/PART 1
#创意散发. Global research
Ideas don't happen overnight, but are based on a lot of in-depth research.
Before conceiving any new idea or solution, we need to invest a lot of time and effort to build a solid knowledge base and thinking framework by gathering extensive information, analyzing market trends, researching user needs, and gaining a deep understanding of industry dynamics.
Therefore, in the first stage, we focus on collecting information around the customer's business, target group, competing products, industry, and intention style, so as to achieve full coverage and multiple possibilities in a limited time.
Taking Taikang Home as an example, its main target group is the high-net-worth middle-aged and elderly group, we collect user portrait information through third-party reports, including consumption habits, living habits, favorite brands, favorite websites, etc., and find that they have their own requirements for quality, long online life every day, and love social sharing.
A survey of competing websites found that the mainstream elderly care platforms in the market still emphasize brand, service and peace of mind, but there is a problem of excessive age-appropriate visual experience and poor visual experience.
Combined with these backgrounds, the website of Taikang Home is positioned as "a warm home", and around this theme style, in order to communicate with this group of people visually.
/PART 2
#内容部署. Architecture planning
In the specific implementation phase, how to transform a large amount of business information into an easy-to-understand and memorable visual language?
This requires us to deeply digest and sort out the data, present the design direction in a more three-dimensional way with visual + text, sort out the key columns and visual reference materials, and assist in the implementation of details.
The website design of Taikang Home changed the step of "design first and then fill in the copywriting", sorted out the core values of "Taikang Home Grand Strategy" and "Five-in-One" before the structure was formed, and extended the official website copywriting from the brand slogan and promotional materials.
Let users get the core competitiveness of the brand at a glance, and subtly form a cognition of its brand image and product values when browsing the official website.
In terms of content planning for specific pages, taking the core page homepage as an example, the value of the homepage is to help users establish a brief understanding of the brand and stimulate their in-depth understanding.
Based on this goal, we selected four types of information: residents' pictures, business strengths, community selling points, and residents' stories.
Residents' pictures and community selling points can quickly establish users' awareness of the community, and the strength of the enterprise will directly stimulate users to further understand, and residents' stories will leave a deep impression on users through detailed layout and achieve in-depth planting.
/PART 3
#方案设计: Visual landing
In the implementation of marketing website design, the core task is to accurately transform the logic from the aspects of vision, style, main line, function, and capital retention button design.
Generally speaking, the style of the website should be reflected through color matching, font selection, icon design and overall layout, and the main line can clearly guide users to complete the order/retention task and get the result.
The difficulty lies in the fact that websites often contain a wealth of content information, and how to make users clearly notice the content that TA needs to pay attention to is the part that we need to spend effort on designing.
When designing the website of Taikang Home, from the ultimate goal of stimulating capital retention, we designed the following details:
Style: Extract the VI color + extended color of the enterprise, with warm, cordial and energetic warm orange as the main color, symbolizing optimism and positive energy, and lighting up the user's pleasant mood at the moment of entering the website;
Layout: Users' attention to service selling points often exceeds the brand strength, and the layout of community environment display and residents' living conditions will be more important than that of enterprises in terms of visual weight;
Function: The community page intelligently recommends nearby communities according to the user's IP address, which is convenient for users to efficiently reach the required content and convert it instantly;
Retention: According to the user's browsing logic, in addition to the retention button on the right and top of the fixed position, a number of retention columns have also been added inside the page to minimize the user's cognitive cost.
After having a concrete plan imagination, you can design a few representative pages to let customers intuitively feel the design style and direction, and avoid blind design rework. Once you've decided on the general orientation and elements, it's time to start designing the full page.
/PART 4
#结语
After all, methodology is methodology, to truly empathize with users, it is not enough to rely on paper theory alone, more importantly, it is diligent to observe and think about living users and high-quality design itself, learn their concepts and thinking, in order to continuously improve their design level, to make a better user experience.
It should be noted that the completion of the design output is not equal to the end of the visual design work, and the user does not see our direct design renderings, but the effect of the developer's restoration of the renderings through the code, and we must track the degree of restoration in order to ensure the consistency of the final effect.