The Research Of Online Shopping Website Interface Design Based On Emotional Design Theory

Shopping websites intend to bring convenience to people's life through the Internet. User experience is an important influence factor of convenience of shopping websites, and emotional change is the direct expressive form of user experience, so grasping users'emotion has essential meaning for the interface design of shopping websites. With the development of the internet and the improvement of users' consumption needs, e-commerce shopping websites develop rapidly and their competition is fierce gradually. In interface design, information is complicated, design languages are not outstanding, and visual performance is not clear, so it is necessary to use emotional theories to optimize interface design of shopping websites.With features of user interface, the paper summarizes the methods and principles of emotional design of user interface from three levels of emotional theories to guide the practice of interface design of shopping websites. Furthermore, the paper makes market survey of shopping websites, adopts user interview and questionnaire collection to collect user data, and analyzes user's needs. Moreover, the paper analyzes competitive products on domestic shopping websites and summaries problems and deficiencies of interface of these shopping websites. In addition, the paper combines with user survey and competitive product analysis to confirm the design direction of sheyg.com in this topic and to get its product positioning. Besides, under the guide of theories and survey, the paper builds the role model to put it into the scene play to make interactive behavior analysis on users of sheyg.com, builds its information structure, corrects the lo-fi prototype, and designs the interfaces of homepage, list page, details page, and shopping cart page.With combination of theories and practice, the paper successfully concluded emotional design methods for different pages on shopping websites during project research, and solved the deficiencies of interface design of shopping websites. With interactive behavior analysis, the paper optimized users'shopping procedures in design and improves user experience.