Guangdiantong Delivery Case V2.0 Design Summary (Interaction)

Project Background

Before the revision of Guangdiantong , there were three delivery terminals, each targeting a different type of customer. Users still encountered many problems in their daily use, such as complex versions, inconsistent function planning, and poor user experience details, which affected work efficiency.

At the same time, from an internal perspective, the existence of multiple versions also brings many problems, including version confusion, duplication of construction, high maintenance costs, scattered product functions and permission mechanisms, and a lack of unified product planning constraints.

At the same time, after research and analysis, and comparison and reference to multiple successful mainstream advertising systems: Google Adwords, Bing AdCenter, Yahoo Panama, Facebook, and Baidu New Phoenix Nest, we found that the GuangDianTong delivery system still has a lot of room for improvement in all aspects. This is both a challenge and an opportunity for us.

It can be seen from this that after the wild and rapid growth under specific historical conditions of the product, the GuangDianTong delivery system must go through a "harvest" process. That is: return to product design-led, unify system versions, clean up accumulated problems, improve functions, and optimize user experience.

I believe that after revision and optimization, our delivery system will eventually become a "high-quality" system.

Exploration of design direction

Analysis of existing problems

Since the Guangdiantong advertising platform was still in the exploratory stage in the early stage, it lacked systematic planning. The continuous addition and experimentation of functions have also exposed many problems in user experience.

Through user research and daily product operation, we found that:

Problem 1: Inefficient page structure and information display

Specifically, the page has a fixed width, which wastes display space on large-screen displays. 2: The core information is not displayed enough, and you need to switch pages back and forth to view it (for example: account information, advertising effects, etc.)

Problem 2: Unreasonable distribution of functions and confusing user behavior

Specifically, the operation of creating advertisements is frequent, but it is necessary to return to the home page every time to perform the operation.

　　Problem 3: The visual design hierarchy is unclear and lacks obvious style characteristics

Exploring internal needs

As a product that has been online for two years, the development demands of Guangdiantong’s delivery end are no longer the same as when it was first launched. Product managers, designers, and bosses all have different demands for it. Product managers hope to achieve more functions: such as customized advertising, personal information, account information, and display that emphasizes advertising effects. Designers hope that even background management products can take into account the user experience, and at the same time hope that the interface is simple and efficient. The boss's opinions are goal-oriented, namely efficiency and strengthening the brand.

Competitive product analysis

A detailed analysis was conducted on several representative advertising backgrounds, including "Baidu Promotion", "Tencent Performance Promotion", and "Google Adwords".

The following common design features were discovered and summarized:

1: Full-screen information layout to improve information display efficiency

2: Data graphics make data presentation more intuitive and easy to understand

3: Modular and customized information display

Current Trends in Research

After referring to and studying some of the most cutting-edge background management interface design styles,

We found some common design features:

1: Graphical, intuitive and easy to understand information and data

2: Responsive, taking into account the mobile experience

3: Flattening, content first, removing unnecessary textures

Establishing the design direction

Through the four different dimensions mentioned above, such as finding our own problems, competing with internal needs, analyzing competitors, and studying trends, we can fully understand the website and find the correct positioning. Finally, we extracted the following design keywords and determined efficiency first and humanistic care as the design direction of our revision.

Design implementation

Efficiency First

Because Guangdiantong advertising delivery is a backend management product, every second is directly related to revenue. The demand side is particularly concerned about efficiency. The first thing that comes to mind when improving efficiency is that it can be achieved through technical means, such as optimizing backend logic, increasing computing speed, reducing response time, etc. From a design perspective, is there anything we can do?

1: The information layout is full-screen, making full use of the screen space so that users can view more information on one screen. This requires us to incorporate responsive design ideas when designing the website structure.

2: The globalization of core information and frequent operations makes the information structure more flat and improves user efficiency.

3: Users can customize the advertising effects they are interested in and customize the content to suit each individual.

Responsive design & flat design

Globalization of key information and frequent operations

Content customization

Humanistic care

When I first saw the backend management interface of the Guangdiantong delivery terminal, I felt that this interface was rigid and boring, and was not designed from the user's perspective. Suddenly, an idea came to my mind: Even for a backend management interface, should the user experience be taken into consideration? From the perspective of humanistic care, our previous website was not enough. The following are some of the efforts we made based on humanistic care when we revised GuangDianTong V2.

1: Graphical information, changing the rigid and boring information presentation method of the background interface in the past

2: Humanized operation, complex functions can be completed step by step, interruptible, reversible and sustainable

3: Newbie guide to help users quickly adapt to the changes in the new version

Information Graphics

Graphical information enhances the interaction between users and information, making data no longer boring

Humanized operation

The process of creating a new advertisement can be interrupted, the filled data will not be lost, and the operation is reversible and sustainable. Convenient for users to use the website in multiple threads

Creating new ads is complex and time-consuming. Doing it in steps can avoid placing a heavy psychological burden on users.

Beginner's Guide

The new version will inevitably change the inherent usage habits of many users. We hope to minimize this discomfort.

Next steps

The mobile trend is unstoppable. During the user interviews, we found that users monitor the data of the delivery period very frequently, so they basically cannot leave their computers, even on weekends. If we launch a mobile version, it can greatly free users from their computers. Complete mobile experience is already in our plan this year.