B station product analysis report! (2019)

From 2009 to now, in ten years, Bilibili has grown from a small broken two-dimensional website to the largest comprehensive two-dimensional community in the country. It must have something outstanding about it.

In this article, the author attempts to conduct a product analysis of BILIBILI (commonly known as Station B) from four aspects: product overview, market analysis, user analysis, and product analysis , to explore the "road to success" of Station B with everyone.

1. Product Overview

1. Experience the environment

Experience model: iPhone 8

System version: IOS 12.1.4

Experience time: 2019.03.10

2. Product Introduction

Product name: BILIBILI (commonly known as Station B)

Product Type: Video Social APP

Experience version: 5.39.1

Product Introduction: BILIBILI is a video website that can send bullet comments in real time. Its internal content is mainly a comprehensive video community with two-dimensional videos as the main content.

Bilibili currently has sections for animation, TV series, domestic creation, music, dance, games, technology, life, entertainment, ghost animals, fashion, etc., and has also opened business segments such as live broadcasting, game center, and peripherals. It is currently the largest two-dimensional comprehensive entertainment community platform in China.

Product SLAGON: Bilibili (゜-゜)つロ Cheers~

Product positioning: A video social platform with a secondary core

Features:

Follow anime: Every quarter, Bilibili will contract new anime from home and abroad (mainly Japan) for users to watch online.

User Generated Content (UGC): Provide a user creation platform and encourage user creation and enrich the content on the site through creation incentive policies.

Unique culture: With the two-dimensional culture as its core, Bilibili has spawned many unique cultures such as barrage culture and ghost culture.

Barrage comments: While watching a video, users can see or send barrage comments in real time.

2. Market Analysis

1. Market background

The above data comes from iResearch

With the rapid development of the domestic economy, the per capita income level has gradually increased.

According to data released by the National Bureau of Statistics of China, the average monthly income of households nationwide was 6,250 yuan in the first half of 2017, among which the income of households born in the 1990s and 2000s was higher than 70.8% of the total income of households nationwide.

As shown in the left figure above: the proportion of families born in the 1990s and 2000s with a monthly income of more than 5,000 yuan is as high as 75%.

Changes in the economic environment have also led to changes in users' consumption habits. According to iResearch data, among the 280 million consumer groups born in the 1990s and 2000s, entertainment consumption accounts for 28.9% of total expenditure.

Among users under 24 years old, online entertainment products such as video services and game services account for 27.1% and 9.2% of their entertainment consumption time, respectively.

The entertainment pursued by those born in the 1990s and 2000s is completely different from the past, and youth subculture has been born.

This culture is opposed to traditional monism, emphasizes self-expression and diverse perspectives, and pursues novelty, ease and simplicity.

As a typical youth subculture, animation culture has steadily increased the proportion of animation-related industries in the cultural industry as the consumption and communication capabilities of young people have increased, and the output value of the animation industry has continued to grow rapidly.

Taking 2018 as an example, the domestic animation output value has reached 174.7 billion yuan. The online animation market has also shown a gradual upward trend. As of 2018, the scale of the online animation content market has reached 14.16 billion yuan.

The two-dimensional industry is mainly divided into three parts:

1. The upstream is mainly content design/production, including profitable PGC companies, such as animation companies, comic companies, game companies, etc., and also includes non-profit UGC parts, such as original and fan-made secondary creations.

2. The midstream includes two parts: one is the copyright agency business with distribution and trading functions; the other is the content/social platform with channel functions, such as traditional channels such as animation TV stations, magazines, publishing houses, and emerging channels such as animation channels on video websites, animation video/reading websites, APPs, etc.

3. The downstream is mainly merchandise licensing and derivative business, including: merchandise licensing business of IP penetration in different markets, and derivative business in various forms of comic exhibitions, fan exhibitions, stage plays, theme parks, concerts, peripheral production and sales, etc.

From the perspective of profit model, the main characteristics of the two-dimensional industry are small profits in the upstream, diversified profits in the midstream, and high profits in the downstream.

The animation industry is an important part of the two-dimensional industry, and its profit model is similar.

2. BILIBILI’s position in the ACG market

The above content comes from iResearch

Among the many websites and software that focus on the anime market, BILIBILI initially attracted a large number of two-dimensional fans with its outstanding community operations, rich two-dimensional content, and the ability to watch most new anime without ads.

BILIBILI was originally a content community inspired by ACG (Animation, Comic, Game, anime, comics, and otaku games). It has now developed into a comprehensive entertainment platform with multiple modules and is also one of the most active two-dimensional communities in China.

It covers the middle and lower reaches of the two-dimensional market. Through online creation incentives, it attracts more UP hosts to continuously update high-quality content. At the same time, it maintains the user activity of the platform through barrage social services.

The BILIBILI brand was promoted offline through promotion at various comic exhibitions as well as self-created offline animation activities such as BML (Bilibili Macro Link) and BW (Bilibili World).

3. User Analysis

1. User population analysis

1.1 Analysis from the user age group

Judging from the age ratio, most of Bilibili users are under 30 years old, that is, users born in the 1990s and 2000s account for as high as 72.26%, of which users under 24 years old account for 38.51%, and users aged 25 to 30 account for 33.75%.

From the above figure, we can see that as the age group increases, the proportion of users shows a decreasing trend.

The above data shows that BILIBILI's user group is mostly students and young workers under the age of 30.

This group of people are mostly unmarried, with relatively less pressure in social life and more time, money and energy to pursue pleasure.

At the same time, this group of people generally have a strong ability to accept and are more likely to accept subcultures such as anime culture. This is also in line with their emphasis on self and expression of diverse opinions, and their pursuit of novelty, ease and simplicity.

1.2 Analysis of user gender ratio

In terms of gender, male users account for 52.03%, slightly higher than female users at 47.97%, but the difference between the two figures is not big.

This data indirectly shows that BILIBILI, as a comprehensive entertainment community, has enough content to meet the needs of male and female users respectively.

From the above BILIBILI channel division, we can see that whether it is the game, digital, technology, ghost animal and other special channels preferred by male users, or the dance, fashion, album and other columns that are more female-oriented, BILIBILI has them all.

This also shows that both male and female users can find content that meets their needs in the BILIBILI community.

1.3 Analysis from the Geographic Distribution of Users

From the geographical distribution we can see that:

The main users of Bilibili are concentrated in the developed coastal areas (Guangdong, Shandong, Zhejiang) and first-tier cities (Beijing, Shanghai, Guangzhou and Shenzhen).

These places have relatively developed economies and higher education levels. Users are able to be exposed to diverse cultures from Hong Kong, Macao, Taiwan, Japan, South Korea, Europe and the United States at an earlier age. They are more receptive to subcultures and are more likely to accept new things.

Chengdu, known as the "Romance Capital", is a central city in the central and western regions. The prevalence of its "Otaku Rom Culture" has attracted many two-dimensional related investments. Many comic exhibitions are held in Chengdu. In such a "two-dimensional" city, naturally there are many users who use BILIBILI to get the content they need.

2. User Profile

2.1 Target Users

• 2D fans/otaku: I hope there will be a platform where I can watch new anime and learn about 2D information.
• UGC creators: I hope to have a platform that allows me to share content, attract fans, and gain a sense of recognition and accomplishment.
• Internet video enthusiasts: I hope to have a platform with richer content to meet my daily needs of killing time.
• Live streaming enthusiasts: I hope there is a platform where I can watch my favorite UP or live streaming content.
• Social enthusiasts: I hope to have a place where I can meet many people with common interests.

The core users are 2D enthusiasts and UGC creators.

2.2 User Usage Scenarios

Scenario 1:

Li Ming, male, 17 years old, high school student, a fan of the second dimension, usually likes Japanese anime, and has a need to follow the new episodes every quarter. He wants to be able to watch the updated anime quickly as soon as possible.

He heard that Bilibili had purchased the genuine version of an anime that he had been following for a long time, so in order to watch this anime, he downloaded the BILIBILI APP.

After using it for a while, he found that not only could he see the anime he wanted to see here, but there were also many other anime resources and the latest information. Moreover, when watching anime in this way, he did not have to go through the painful 60s commercials, and he could also meet many like-minded people.

It was he who joined Bilibili, registered as a member, and became a loyal user of Bilibili.

Scenario 2:

Xiaomei, female, 21 years old, is a college student majoring in music and a fan of the two-dimensional world. In addition to watching anime, she also likes to reinterpret the music in the anime and share it with her friends.

However, she found that only a few of her friends liked ACG music, and she hoped that more people could hear her work.

So she registered on Bilibili and became a music-related UP host, regularly sharing her own music works. She would occasionally do live broadcasts to communicate with fans. With her own efforts, she gained more than 10,000 fans.

Scenario 3:

Zhang Jun, male, 25 years old, is an ordinary employee. He doesn’t have any special hobbies. It takes him more than 2 hours to commute to and from get off work. He hopes to have something to kill time.

He downloaded Bilibili after being introduced by a colleague. He found that there were a lot of fresh contents on it that attracted him - funny, musical, popular science, etc. Moreover, there were no advertisements when watching videos, and the video quality was also very high-definition.

Moreover, he felt that the barrage was very interesting, so Bilibili became one of his main tools to pass the time during his commute to and from get off work.

Scenario 4:

Xiao Zhang, male, 22 years old, college student, single-player game enthusiast, usually likes to play foreign 3A game masterpieces. He also watches the live broadcasts of game masters, looks for guides, etc.

He found that his favorite UP host Hei Tong Google usually uploads game guide videos on Bilibili and often broadcasts live on Bilibili, so he downloaded the BILIBILI app to follow him and watch Hei Tong Google's live broadcasts and game guides in time.

Scene 5:

Irene: Female, 19 years old, college student, Hanfu enthusiast, likes to wear Hanfu and share pictures.

However, there are usually few people who share the same interests with Hanfu around her. One time, her friend shared a link to a B station about the historical development of Hanfu with her. She not only learned about the development of Hanfu through the video, but also saw a lot of discussions about Hanfu in the comment area.

So she downloaded the BILIBILI app, searched for content related to Hanfu and actively participated in discussions. She got to know many Hanfu enthusiasts, attended many offline Hanfu gatherings, and made many friends.

2.3 User Demand Analysis

Content requirements: In addition to timely updates of new episodes, rich ACG information, original ACG videos, etc., there must also be other comprehensive content such as music, fashion, comedy, etc., which can be provided to ACG fans and non-ACG fans for viewing.

Experience requirements: no ads, no lag, ability to send real-time comments, and user-friendly layout design for interface interaction.

Social and cultural needs: Being able to find people with common hobbies, discuss common interests together, and find a common spiritual home.

Creative needs: Be able to output your own creative content, attract a large number of fans, and realize traffic monetization.

4. Product Analysis

In the book "The Elements of User Experience" (Jesse James Garret), the user experience elements of a product can be analyzed from five levels, from abstract to concrete (as shown above).

As Internet products need to closely meet user needs, such analysis logic is also very suitable for analyzing Internet products. Therefore, the following will conduct product analysis on BILIBILI app from the strategic level, scope level, structure level, framework level, and presentation level.

1. Strategic analysis - user needs and product goals

1.1 User Requirements

Based on the above user analysis, we can know that BILIBILI's user needs are mainly in four aspects:

In terms of content, BILIBILI needs to satisfy users' needs for viewing content with the theme of the second dimension and other comprehensive content. The main user group of Bilibili is the fans of the second dimension.

The content of Bilibili should also be centered around the two-dimensional world - that is, new episodes, original anime-related content, etc. At the same time, it also needs to be supplemented by other comprehensive content to attract users who are not fans of the two-dimensional world.

From the user experience point of view, BILIBILI is famous for its barrage culture, and the high video quality and ad-free video viewing are all advantages that BILIBILI has.

From a social perspective, the division of content themes into channels makes it easier for users to find the content and groups they need, making it easier for them to meet more people with similar interests.

In terms of creation, Bilibili itself has a user base of over 100 million. The huge traffic attracts many content creators to join Bilibili, and it also encourages more UP hosts to update more interesting content through creative incentive policies.

1.2 Product Goals

Based on the above analysis of user needs, BILIBILI’s product goal should be: to create a trendy cultural and entertainment community suitable for young people based on the theme of two-dimensional culture.

1.2.1 Personal suggestions based on the strategic level

Compared with other video websites, Bilibili’s core competitiveness is mainly reflected in the above points.

BILIBILI attracts many users with its unique culture, and this unique culture of Bilibili also increases the user stickiness of the product.

However, with the influx of a large number of new users and the expansion of product content sections, the two-dimensional cultural theme of Bilibili has been seriously diluted.

In order to attract more users, Bilibili has added many sections of three-dimensional content. However, the increase in these three-dimensional content has led to a reduction in the proportion of two-dimensional related content on the site.

Take the homepage recommendation interface as an example: currently most of the recommended videos on the homepage are three-dimensional related videos. The previously unique ghost animals, MMD and other related content of Bilibili rarely appear, and the content is mostly reposted content, and the content is homogenized.

These contents have a relatively large impact on the user experience of Bilibili's core users (i.e. 2D enthusiasts and original UP hosts), weakening the stickiness of core users.

Based on this, my strategic suggestion is: timely adjust the ratio of two-dimensional to three-dimensional content, strengthen the push of original content, encourage users to create content, and limit the transfer of other content.

2. Scope analysis - content requirements and functional requirements

2.1 Content Requirements

Combining the above user analysis and strategic product analysis, BILIBILI's content needs can be divided into: user content needs and product content needs.

User content needs can be roughly divided into three parts:

Two-dimensional content: mainly based on ACGN (i.e. anime, comics, games, light novels), the content sources are mainly original content from Japan and China, as well as re-creation of content based on this part.

These contents are the core of the two-dimensional culture and are also the theme-related content of BILIBILI.

5-dimensional content: mainly derivative content of the two-dimensional content, such as figures, idols, and other actual products created in the three-dimensional world, that is, the real world, based on the cultural core of the two-dimensional world.

Three-dimensional content: content creation based on the real world, which is the mainstream culture-related content we are familiar with.

From the product operation perspective, the product content requirements that need to be included in BILIBILI are roughly as follows:

• User-generated content: Increase the richness of the video content on the site through original or secondary creation, attract more new users, and strengthen user stickiness of the product.
• User social networking: Organize users' social activities through content to promote interactive communication among users.
• Traffic monetization: monetize the accumulated traffic and increase product revenue.
• Information collection: Collect users’ personal information, browsing history, and label users to facilitate operations and push relevant content, and provide users with a better product experience.

2.2 Functional Requirements

Based on the above demand information, the following basic functional requirements and related functions of Bilibili are summarized:

2.3 Personal recommendations based on scope layer

As described in the suggestions of the above strategic analysis, the core two-dimensional cultural theme of Bilibili has been diluted and the content has become homogenized. I personally believe that the main reason for this is the decrease in the proportion of two-dimensional related UGC content and the poor content push mechanism.

The specific analysis is as follows:

Imperfections in the creation mechanism policy:

According to the creation mechanism of Bilibili, the income of UP masters is mainly based on the data of uploaded videos, such as the number of views for qualification judgment, and then a comprehensive judgment is made based on the popularity of the content, user preference, etc. to calculate the creation income of the UP master.

However, this subculture of the second dimension does not belong to popular culture, and its audience size is also inferior to that of mainstream cultural content. Moreover, the quality of a video cannot be judged solely by relevant data such as the number of views and likes.

What's more, compared with original videos on the site, reposted videos and micro-creative videos are easier to get creative incentives because they have the popularity of the original videos.

The content review system is imperfect:

The site’s lack of supervision over the relocation of videos has led to the prevalence of clickbait and marketing accounts, and a decline in the quality of content on the site.

The content push mechanism is not perfect:

The content recommendations on the site are mainly based on the user’s recent browsing history and popularity.

Take the content push on the homepage recommendation interface as an example: ten videos will be updated each time the page is refreshed, and the ratio is approximately "4 recently viewed related videos + 4 popular videos on the site + 2 articles/live broadcasts/information flow ads".

Due to the above two reasons, the quality of pushed content is low, the original content of the UP host is not displayed, and the content is seriously homogenized.

Based on the above reasons, I make the following suggestions:

1. Strengthen content review, provide user rating function after the video ends (refer to NICONICO's drama rating), and promptly review and delete low-scoring videos.

2. Increase the time limit for uploading videos and reduce the number of videos with extremely short duration.

3. Optimize the data limits of videos, such as how many minutes a user must watch before the number of views is counted and allowing users to like, forward, collect and other related data.

4. Creation incentive policies are tilted. Bilibili is a video social networking site with two-dimensional culture at its core. It tilts policies towards original videos related to the two-dimensional world and increases incentives.

5. Add user tag function. After the user successfully registers, provide tags for users to select the content tags they are interested in, and push corresponding content according to the user tags (refer to Twitter, Facebook)

6. Improve the push mechanism. The recommended push mechanism is 3 contents related to the UP master (pushing contents that users have not watched, and giving priority to the latest updates) + 4 contents related to user tags (pushing high-rated contents) + 2 two-dimensional related contents + 1 live broadcast/text/information flow advertisement (refer to YouTube).

Doing so encourages users and UP hosts to establish closer social relationships, allowing original content to be displayed and protecting the interests of UP hosts.

7. Added the blacklist function. After a user blacklists a UP host, the relevant content of the UP host will no longer be displayed.

3. Structural layer analysis - information structure and interaction design

3.1 Information Architecture Diagram

As can be seen from the figure: BILIBILI's information structure is mainly divided into five modules: Home, Channel, Dynamics, Membership Purchase, and Mine.

• Home page module: mainly displays video content information, including four sections: live broadcast, recommendation, popular and follow-up.
• Channel module: Its main function is to classify the video content of the entire site, making it easier for users to find content of interest.
• Dynamic module: mainly for social and attention functions, allowing users to timely check and follow the relevant content of the UP master and promote social interaction between the two parties.
• Member purchase module: It is mainly the mall function of BILIBILI. Based on its own huge platform traffic, it provides revenue for B station by providing purchase services of two-dimensional related derivative products. This module is mainly used to open up the downstream market of the two-dimensional world.
• My module: It is a user-centered function that allows users to manage their personal information.

3.2 Functional structure diagram

3.3 Interaction Design Analysis

Page Layout:

The page layout of Bilibili uses a dividing line design to divide and display different content. This layout mode makes it easier for users to understand the interface and gives the page content organization.

Gesture operation:

BILIBILI's gesture operation is relatively simple. Generally speaking, only one thumb is needed to complete most operations of the entire product, making it easier for users to use the product.

Page jump:

Page jumps should conform to the user's visual order. The general visual order for people is "left→right" and "up→down".

There are four main ways to jump to Bilibili's page:

Direct jump: This jump method is rarely used and only appears when the bottom TAB navigation label is selected.

Jump left and right: This jump method is the most commonly used jump method in BILIBILI products. One of its uses is to switch the segmented secondary navigation pages by sliding left and right.

Another thing is that most of the page switches that occur when you click on the site are left-right jumps. Clicking OK jumps from right to left, and returning jumps from left to right.

Flip: The video opens in full screen and the page flips.

Jump to the search box entrance: Click to get the cursor's perception, so a simple linkage transition effect has been made.

3.4 Personal suggestions based on the structural layer

Based on the suggestions of 4.2.3 scope layer, I personally think that the following functions should be added:

A rating option is added to the video playback page. The option appears after the video ends, and video rating information is added to the upper right corner of the video content card.

Add member level permissions and add level permission descriptions in the user center.

Add a user reward policy to encourage users to rate, like, and other operations, launch them in the form of daily tasks, add daily tasks in the personal center and explain the reward policy. (For example: speed up upgrades, limit the number of times paid dramas can be played, etc.)

Add a personal tag option in the personal center to facilitate users to add or change tags, and add two tag libraries, "Not Interested" and "Recently Want to Watch", to facilitate locating user interests and pushing content that users want to watch.

In addition to the follow button, a blacklist button can be added to the UP host at the bottom of the non-full-screen video window. After blacklisting, you will no longer see the relevant content information of the UP host. At the same time, a blacklist management option is added to the follow management page of the personal center.

Based on the interaction design, I would also like to make the following suggestions:

• Add a small window video playback function to facilitate users to perform two-way operations of watching and selecting. (Currently only live streaming has this feature)
• Added a gesture for fine-tuning the video progress. Double-click quickly on the left or right side of the playback window to open the progress fine-tuning function. Each click lasts ±10s, and multiple clicks in a short period of time will add up. (Reason: Currently, the only gesture for adjusting the video progress is sliding left and right. It is difficult to fine-tune the video progress. Please refer to youtube)
• Add page forward/backward gestures, swipe left to forward, swipe right to back (Reason: Apple phones do not have forward and back buttons, and the back button of the product is placed in the upper left corner of the interface, which is not gesture-friendly; when watching a video, clicking back directly returns to the main interface, and you cannot return to the last video content you watched.)

4. Framework layer analysis - interface design, navigation design & information design

4.1 Interface Design

Login interface:

As can be seen from the above picture: Bilibili's login interface is very simple, with only three buttons: Register, Login, and Forgot Password, and two input text boxes. The Login and Register buttons have different colors, and the Login button is placed on the right.

This makes it easy for users to quickly find the login button and also facilitates the right-handed usage habits of most users, allowing them to complete the login operation using only their right hand.

It is worth mentioning that the mascots 22 Niang and 33 Niang above the input box have their eyes open when entering the account, and they will automatically cover their eyes when entering the password. Such detailed design is an interactive experience that can make users smile knowingly.

Content display interface:

The content display interface mainly uses a grid-style and vertical list distribution. This is because Bilibili is a video social product that displays more pictures and videos.

This display method that combines pictures and texts is conducive to making full use of the entire space, and the number of contents displayed each time conforms to the "7±2" principle of interactive design. The content is arranged from top to bottom and from left to right, which conforms to the user's browsing habits.

Users can accurately find the content they like without having to choose from a huge number of video recommendations.

Play interface:

When not playing in full screen, the interface is divided into three parts: video playback content, video-related information, and related video recommendations, which are arranged from top to bottom.

The benefits of such an interface design are as follows:

• Video playback is mainly for viewing, and it is placed at the top to attract the user's attention. It also prevents the user from using their hands to operate the phone and affecting the video viewing.
• The video-related information is mainly in the form of text and is placed in the middle so that users can understand the general information of the entire video at a glance. At the same time, the gesture operation here is mainly single-click, and the user operation times are relatively small, which will not be affected by the inconvenience of gesture operation.
• Related video recommendations are placed at the bottom, where the thumb is most easily accessible. This type of recommendation takes into account that users will search for other content while watching videos.
• This type of gesture operations includes sliding and clicking, with sliding being the main method and the frequency being generally more than once. Considering the convenience of user operation, it is most appropriate to place related video recommendations at the bottom.

When playing in full screen, the function buttons on the interface are distributed as follows:

• The function buttons that users often use when watching videos are placed at the bottom (such as pause, barrage, picture quality, progress bar), making it convenient for users to perform functional operations on the video.
• On the right side of the interface are function keys such as screenshot, GIF creation, and lock screen.
• In the upper right corner of the interface are social-related function buttons such as like, dislike, coin, and forward.
• In the upper right corner of the interface is the exit button and the video title.

4.2 Navigation Design

There are two main navigation design modes in Bilibili: "tab-style primary navigation + segmented navigation" and "palace-style secondary navigation"

• Global navigation: The five tabs at the bottom cover the five major information modules of Bilibili products. They are flat icons of the module entrances, which make it easier for customers to use the products. The global navigation button is placed at the bottom to facilitate user gesture operations.
• Local navigation: There are 4 segmented navigation controls on the top of the homepage. They do not take up much space, allowing the interface to display more content. This type of interface switching is mainly done through left and right sliding gestures. Placing them at the top will not affect the user's gesture operations.
• Auxiliary navigation: The channel module adopts a palace-style navigation, dividing the entire site content into 32 modules, which can display a large amount of content to customers. This design can display a large number of functions at the same time, making the functions flat and convenient for maximum display within a limited space.

4.3 Information Design

Content information:

Video content information is mainly displayed in the form of cards, which contain information such as pictures, titles, tags, up masters, duration, and number of views.

The card-style design can display a large amount of content in less space, while the overall visual appearance is neat and orderly, making it convenient for users to choose.

The picture and title are the main content and occupy most of the space on the card. This design makes it easy for users to roughly judge the video content information at first glance, reducing the customer's selection and consideration time.

User personal information:

The user personal center is mainly divided into four sections: user information, user creation, user product usage and user services.

These four sections basically record the entire process of users using the product, including: user's social information, output information and input information.

Personal homepages mainly provide feedback on users' product usage information and can collect content that users are interested in on one page, making it easier for users to pay attention to and find it.

Error message:

The above three states are three reminder information interfaces of "Not logged in", "Page loading failed", and "Search content failed".

• When not logged in, there will be a special card at the top of the interface content to remind the user to log in.
• When loading fails, a reminder interface will appear to tell the user that it may be due to network problems or other reasons, and it is recommended to refresh again.
• When the search fails, the user will be informed that there is no relevant content on the site.

These interfaces convey reminder information to users through a combination of graphics and text. The cute cartoon images of the mascots 22 Niang and 33 Niang can, to a certain extent, alleviate the user's sense of loss after an operation fails.

At the same time, using specific gestures in conjunction with text information can better convey the message to customers. For example, the logged-in reminder card contains the waving gestures of 22niang and 33niang, and the text tells users that there will be more exciting things after logging in.

Or if the search fails, the two mascots fall to the ground in failure, accompanied by text and emoticon "TT" to convey to users that they feel the same way, alleviating the user's sense of loss.

5. Presentation layer analysis

The scope layer mainly shows the visual design effect of the product. The following mainly analyzes the visual effect design of the opening page and the recommended homepage:

1) When you open Bilibili, the first thing you see is the eye-catching cartoon image in the upper left corner. The elements included in it include 22 girls, 33 girls and beer. Bilibili uses this image to directly convey the product SLAGON message of "Bilibili (゜-゜)つロCheers~" to customers, emphasizing the theme of Bilibili's two-dimensional culture.

2) The user's gaze stays on the center of the phone. After opening the software, the first interface the product jumps to is the recommendation interface on the homepage. The center part of the recommendation interface is the video recommendation.

This can directly shift the user's focus to the content. This interface has the following features:

• The content display is distributed in a grid format, meeting the "proximity principle" in interactive design and prompting users to concentrate.
• Each content is displayed in card format, combining pictures and text, and a large amount of content is displayed in a small space, which is convenient for customers to understand.
• The content is distinguished by leaving blank space, which is a recent trend in interactive design. It can make the content display of this interface appear natural and not abrupt.
• Displaying 6 content at a time meets the "7±2 rule" and "Hick's law" in interactive design, giving users an appropriate amount of choices and reducing their decision-making costs.
• For users who have not logged in, a login reminder card is placed at the top level of the content to facilitate users to jump directly to the login page.

3) When the user's focus moves, according to the user's habit of "left→right, up→down", the upper and lower parts of the software are navigation bars.

The top part is mainly the search box, which uses pink tones to remind users that the functions here are important; at the bottom is the software's primary navigation bar, and its common use decreases from left to right.

The background color is white, and the icons and texts are in gray tones. Compared with black, gray looks decent but not too serious. At the same time, the icon design is very cute, which not only reflects the importance of these buttons, but also makes users feel close, highlighting the flattening effect of the navigation entrance.

4) In general, the entire page uses pink and white tones, giving users a fresh feeling, which is more in line with the visual needs of otaku and two-dimensional culture enthusiasts.

The content distribution page of the entire interface can meet the needs of interactive design and will not make users feel visual fatigue and difficulty in choosing.

V. Conclusion

Founded in 2009, Bilibili has gone through 10 years of development, from an initial niche 2D "small broken station" to the largest 2D comprehensive community in China today. It must have its unique features.

Bilibili has successfully seized the opportunity of the rapid development of the two-dimensional market since 2013, accurately positioned the target population under the age of 25 and at the same time met the core needs of this group of people, and successfully created a comprehensive social product with two-dimensional culture as its core.

From the product perspective, the functions, interactions, and visuals of this product are designed to meet user needs and reflect the product's two-dimensional cultural core.

At present, this product still has certain shortcomings, and its reputation among the core user groups is also on a downward trend. I hope that Bilibili can stay true to its original intention and do better and better.

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Source: Hikinit