Diantao App Redesign

Overview

Our team are assigned to redesign the live streaming of Alibaba Diantao mobile App in UX Design Bootcamp, we ended with building an interactive unboxing game during the break of two live streaming sections, aiming to increase the user retention index for Diantao and meet users’ needs while using Diantao streaming.

My Role

Team UX designer for Zhiqun UX design bootcamp

Duration:

3 month

Collaborators:

Liyi Lin(me), Anna Liu, Longxiao Wang, Yifan Chen

Tool:

Figma, Adobe Creative Suite, Miro

Context - What is Diantao?

With the trend of short-form video associates with live streaming in China. Diantao, an famous e-commerce streaming platform of Taobao group under Alibaba, With more than 50 billion total cumulative viewers in China, has emerged as the form of short-form video + live broadcast + e-commerce product that enable users to get into the loop of being recommended, searching and buying the stuff from this platform.

Challenge

Diantao app loses their user retention index in current stage, due to a myriad of reasons. Along with the competition and cost, the following factors are the reasons for the difficulties.

  • Inconsistency ( People feel there is nothing to do between two periods of streaming periods)

  • Inaccuracy ( The information of discount/coupon launching teaser is somehow inaccurate )

Solution

An interactive gamified product set up between two period of streaming that enable users to gain discount and create social contact with others.

Overall Design Process

Facts in the market

The number of live e-commerce audiences has reached 4.64 billion, accounting for 44.9% of China's Internet users

Competitive Analysis + Gap

keeping the above statistic in mind, We analyzed the 4 most popular e-commerce streaming apps in China, and we found almost all of the competitor’s business objectives is to cultivate users’ watching habits and consumption habits. And almost none of them have the feature dealing with the blank period when the streaming is pause/end at the moment

Let’s get to know about users from semi-structure interview

 #Step 1 Interview Preparation

For recruiting the interviewee, we have divided users into 5 categories, which are Diantao’s active users, Live users of Taobao, active users of Taobao, active users of other platforms and users of other platforms, and the different criteria are also considered as below. Based on those, we have found 12 users for conducting the interview. Interview outline consists of 4 types of questions, which are Basic information of users, scenarios and behaviors of users using e-commerce and The situation of users using live broadcast platform .

Then the interview has been conducted, the result of the interview has been organized into empathy map, based on that, 7 user behavior variable is defined for evaluating users’ behaviors and willingness while using Diantao app

Based on the users’ behaviors in terms of the 7 uses’ behavior variables, combined with the user behavior trend map, users are divided into two types of persona along with pain points

The primary persona is the user that look for items with discount or coupon code, for most of the items he bought on the live broadcast or short videos are because of the discount and coupon code, they are struggling with spending too much time watching streaming periods with no information at the gap of 2 periods of the streaming, they are doing it in order to not missing the beginning of the next period of streaming where he can get most discounts from, but it is still waste of times.

#Step2 Interview implementation and analysis

#Step3 Problem Definition

The secondary persona is the user that like to shopping on short videos and live broadcast, sometimes are for particular streamer, sometimes are for preferred items. They have problem with the time reminder and the teaser information of certain period live streaming is not accurate, causing her miss preferred items.

Then we integrated the users’ main pain points into primary and secondary personas. Pain points are identified as the MVPs of our project

Time for ideate Solution

#Step1 Brainstorming

According to user personas, we converted pain points into POV and HMW, and then we have brainstormed about 60 ideas based on HMW statements

An interactive game that could help users to entertain and gain coupons when they finish one period of streaming, and waiting for the next period of live streaming.

#Step2 Selection & Prioritization

Then we conducted two rounds of screening process.

  • the first round screening is so called negative selection in terms of times, technology, funding and social influence.

  • The second round screening is the NUF selection based on benchmarks of pain points resolve, novelty, gaining traffic for merchants, development difficulties & time. Because the first priority consideration is to increase Diantao’s market share, the proportion of each benchmark will be Gaining traffic for merchant (30%), Pain points resolve (25%), developing difficulties & time consuming (25%), Novelty (20%)

#Step3 Final solution & user story

User Story

Character Users that look for items with discount or coupon code

Objective Purchasing products with good price and have fun and relaxation by watching live broadcast in limited period of time

Starting point Getting into Diantao App and enter into the live broadcast, waiting for the next period of live broadcast

Trigger Seeing the interactive game appear

Ending point Getting some coupon of preferred items and have fun

After two rounds of selection, we ended up with our final concept

Bring our scope to life

Key User Flow

Then we conducted is to build the user task flow of the interactive game between the two periods of live broadcast. The first point we focused is whether users should quit the broadcast room after refuse to enter into the interactive game, we thought is better for users to just stay in the broadcast room and choose to leave the broadcast room or not. The second concern we had is that after getting the discount, whether the user should leave the broadcast room or not if they choose to not use the discount right away, then we thought users should make their own decision to leave the broadcast room or not in that case. After a few rounds of iteration, the final user task flow is shown as below.

The next step we worked on is to create the lo-fi prototype. We started by brainstorming and exploring various features for the article page that could potentially address the issue at low fidelity prototype. And the final result, after several rounds of iterations, is as shown below

Information Architecture

Coming Soon

Testing & Iterating our ideas

Usability Test

Then we conducted usability test with 8 Diantao users, and gather some feedbacks to improve out design. The benchmarks are: 1. Task efficiency 2. Task effectiveness 3. Errors of the task 4. Easy to learn.

The tasks includes

  • Gaining the discount from unboxing game

  • Exchange the gift with another random audiences

  • Purchase the item with discount gained from unboxing game

Major Changes

- Iterated Hi-Fi Prototype -

 Reflection

The selecting of ideas from the result of brainstorming should be based on various criteria, not only time, funding, social impact, but also users’ behavior, product’s concept, etc.

Always prototype fast for getting users’ feedback quickely.