Optimized Design Of VIPSHOP User Experience Based On UCD

With the booming development of the Internet,E-commerce is currently in a rapid development and expansion.The Internet undeniably is changing the consumers purchase behavior with the characteristics specific to the Internet,such as without limits of time and place,high interactivity low cost and abundant information.An increasing number of customers turn to purchase on the Internet,E-commerce became one of the important and common ways of shopping.In the E-commerce condition,commodities for browsing,performing purchase,after-sales service process and so on,are all included in the scope of the user experience.Thus,on the suitation that competitive factors transfered from focusing on product to experience,in order to capture abundant users and improve the competition power,it is in urgent need of doing research on optimization design of user experience,which is able to improve keeping purchasing power,and then,to capture and ratain users.In this paper,we set up VIPSHOP,an E-commerce enterprise,as research project.Based on theory of user-experience,we apply optimization process of user-centered design to acquire user psychology,behavior characteristics and demands with a series of tools,suvh as user interview,questionnaire.ect.We make a investigation and give a mark of VIPSHOP current user experience,and point out problems and deficiencies in sensory experience without attraction,interactive experience&browsing experience without fluency,emotional experience&trust experience without stability by analysing user's shopping cognitive process Then we are able to obtain the key points from design based on problems analysis,and further propose a improvement program preliminarily on web page and severice marketing.Finally,we evaluate the optimization program further by focus group and questionnaire to reflect the score comparison before and after optimization is made,the results show that the score after optimizat-ion is increased obviously,indicates that user experience is improved explicitly.Through the above to optimize VIPSHOP user experience and to improve user satisfaction,so the users keeping purchasing power can be improved and the core competence of VIP can be reinforced in the B2 C market.