Research On User Experience Redesign In Brand Advertising ERP Of Magnetic Engine Brand Matrix

Brand advertising,a type of advertising,aims to raise brand awareness and occupies in the customers’ mind.ERP products are management systems or software based on information technology that highly integrate the materials,capital and information resources of enterprises.By integrating information about advertiser,orders and inventory,assets and so on,brand advertising ERP is able to help improve operational efficiency.The demand for advertising resource management in this industry is growing with the rapid development of information technology.As businesses get more complex,the information architecture of ERP products are complicated with scattered functions,resulting in poor user experience and reduced operation efficiency.This thesis originated from the reconstruction R&D project of the “Brand Advertising Management Platform” of Magnetic Engine Brand Matrix of the Kuaishou commercialization department.I have participated in this project as an interaction design intern of User Experience Design Center,responsible for user experience design,and did research on the optimization of user experience design of Brand Advertising Management Platform.The thesis focuses on the optimization of user experience design of the management platform,and proposes the design process,methods and evaluation index of ERP products.First,in the demand analysis stage,user’s needs and personal experience goals are defined and sorted out through internal data,focus groups,etc.When moving on to the design stage,this thesis illustrates the design ideas and schemes from the structural,frame and presentation layer of the user experience,and formulates the interaction feedback specification and visual specification for the platform.After the design scheme is completed,through self-examination,design review and usability testing,it is verified that the design scheme effectively improves the operation efficiency and achieves the basic goal of platform reconstruction.Through research and practice,this thesis finds that sufficient research is needed to make the design of ERP products fit the actual needs of the business.Also,mature models and business characteristics can be used to build their own evaluation models to guide design goals in the design evaluation of ERP products.In terms of interface interaction design,it is necessary to reduce the information hierarchy and complex tasks,shorten the operation paths,adopt progressive presentation,and focus on the user’s first startup content.When promoting and landing the whole process,it is necessary to sort according to the priority of the design goals,and reasonably divide the iterative stages of optimization.This optimization design practice has laid a research foundation for subsequent product iterations.At the same time,the interaction design and visual design specifications in the thesis have also been accumulated to provide a standard reference for subsequent platform construction.