Research Of Narrative Design Of Brand Online Stores’ Information Architecture

The constant development of internet and e-commerce have bring an era of e-commerce. Premium user experience is the key to success of e-commerce website, it has significant impacts on purchase decisions and behav iors of customers. However, the current user experience design of online store is experience a hard time to meet the user needs due to the growing needs of users, complicate user scenarios and multi-screen sizes.The competition of e-commerce in China has moved from price competition to brand competition. Brand is a key value to the e-business. In order to survive and success in the fierce market, the company has to build a stronger and clear brand. Therefore, how to build a brand to distinguish from the ot her competitors and establish a better experience are the opportunities and challenges in front of us.In order to ensure enormous quantity goods’ exhibition, improve trade volume, most contemporary online store adopt the effective-orient design strategy Information architect of cross-platform. However, this strategy suffer from the challenges from user shopping scenario diversity、 emotional experience requirements 、Brand shape demand、 Brand storytelling needs and so on.This paper proceed a example analysis aiming at existing online store Information architect design strategy, based on storytelling related theory, put forward brand online store storytelling methodology Information architect framework. Combine design case of Hunan University student establish project “Shuyuanjiuhao” wechat online store refine, introduce this strategy’s practice process and final fruit, and verify the feasibility of this theory.The innovation points of this paper embody: first, the efficiency design architecture of existing online stores and the challenge from users and brands that the strategy faced are included based on the analysis of exis ting information architecture of online stores; second, the three factors of narrative design and the necessity of reinvesting narrative design with emotion, culture and cognition are confirmed by the research of related theory of narrative design. Besides, a structure of narrative design for brand name online stores is proposed based on the theory of narrative design and the demands of online stores for narrative design, which will provide a new approach for information architecture design of brand name online stores; Finally, the feasibility is approved by a practical programme named Academy 9 Wechat online store, and the broad applicability is proposed.