Research Of Mobile Application Guide Page Design From The Perspective Of Bounded Rationality

In recent years, the mobile Internet industry develops rapidly and the volume of users of mobile Internet products is also in rapid growth. Outstanding mobile application not only gives users a good experience, influencing and changing the users’ life, learning and other aspects of habit; but also brings companies a large amount of users, improving ROI to obtain business interests in differentiated competition. An excellent mobile application experience in small place is also very critical, often playing the role of Punchline. The guide page is one of them. This thesis is the reserch for mobile application design including two aspects of theory and practice, combining with the design features and user experience of mobile application guide pages, exploring the guide page design method from the perspective of bounded rationality, to optimize the user experience.The study firstly elaborates on the theory of bounded rationality and explores the reasons and influence factors of bounded rationality as well as the related content of heuristic strategy to prepare for the next design research; summarizes current design features of guide page,functional attribute classification and other related content to dig the new design starting point.Qualitative research is carried out through the form of user interviews, confirming the guide page can make users generate bounded rational behavior by three heuristic strategies in the process of using mobile applications, and the bounded rational behavior can affect the user experience of mobile applications; Quantitative research is carried out through the form of questionnaire survey, to explore the relationship between the guide page design elements and the users’ bounded rational behavior which can affect the user experience of mobile applications. Through investigation and analysis, the author puts forward the guide page design principles from the perspective of bounded rationality, and the principles can help design the guide page which can make users generate the expected bounded rationality,optimizing the user experience. According to the principles, the author constructs the guide page design model from the persitive of bounded rationality for the designer. In the process of using the design model, the author introduces the method of perceptual map to make clear the main design points and design demand, and then designers can use the related design principles to optimize the guide page for application.In the part of design practice, in order to make the research results more intuitive to present, the author establishs the design template of guide page from the perspective of bounded rationality. The template is a convenient tool for the interaction designers, and an efficient communication bridge between interaction designers and visual designers, as well as front-end developers. The template is used for interaction designers, regardless of whether the designers lack of understanding the bounded rationality theory, they also can design the guidepages which make users generate expected bounded rational behavior, optimizing the user experience.This thesis conducts the research of mobile application guide page design on the basis of bounded rationality theory, combined with the design method of user experience design method. Considering the influence of bounded rational behavior which is made users generate by the guide pages in the mobile application user experience, the thesis provides a new breakthrough point for the guide page design to optimize the user experience of the product;puts forward the guide page design principles; establishs the guide page design template with strong usability to make the results of the research better used to guide the design practice.