Research On User Experience Design Of B2C E-Commerce Website Information Navigation

With the arrival of the experience economy era, users understand of the nature of information products has fundamental changed, user experience has become an important measure of the standard information products. In e-commerce scenario, process such as find products, browse to select goods, execute purchase and so on, are the most direct activities of the user experience. It is difficult to feel natural flow experience during the information navigation task processes, for many online shoppers. Therefore, it is necessary to study information navigation design from the user point of view.This paper selected the 360buy.com as the research, against information navigation behavior and experience in the process of shopping for user, obtained user behavior features by using depth interviews, field observations, surveys and other methods, analyzed and identified user needs, finally obtained design requirements. Based on these, The initial improvement program, was designed based on these, assessed by "use experience quantitative methods" which includes four degree of experiences as usability testing and emotional response, aesthetic reaction, satisfaction and information architecture response, in order to finally obtain the optimal scheme.Optimization suggestions, for the website home page, the research result page, the product details page and the executing process of purchase page, was made through the above research. Hoping to provide guidance for e-commerce and related network service design practice, to help the user to participate in the new way of life better and achieve a win-win for e-commerce and the user.