Use a practical case to help you familiarize yourself with the construction process of large-scale experience design

As the country promotes the development of the vaccine industry, users' demand for vaccine services is increasing, and rapidly building vaccine service capabilities has become an urgent task for health businesses. As designers, how can we help the business and cultivate and enhance the user's mindset of "coming to Baidu to make an appointment for high-quality vaccine services"? This article will combine Baidu Health's vaccine service project, and will start from analyzing problems, determining goals, designing path construction, process specification customization and precipitation, and share with you the experience construction exploration of Baidu Health's vaccine service.

In addition to the support of national policies and the impact of the COVID-19 pandemic, the domestic vaccine market itself has a continuously growing commercial value. This makes "vaccine services" an important medical service capability in Baidu's health ecosystem.

In this context, Baidu's search results page, as the starting point of the search, is dazzling and lacks focus. At the same time, due to Baidu's lack of relevant service experience support, a large number of users are diverted to various platforms, which also leads to problems such as poor user experience and lack of trust in the platform.

Focusing on these issues, our designers sorted out the path for users to make vaccine appointments on Baidu, and determined the general direction of our design as: building a one-stop service experience from the starting point of Baidu search to the end point of Baidu Health Service. Users can reach Baidu Health Service through search and realize one-stop vaccine appointment.

Based on the user's path from contact-transaction-return visit, we set the design goals into three aspects: quick contact, stimulating consumption, and promoting return visits.

The designer sorted out the path of users to make vaccine appointments on Baidu and determined the general direction of our design as: building a one-stop service experience from the starting point of Baidu search to the end point of Baidu health service. Users can reach Baidu health service through search and realize one-stop vaccine appointment.

Quick access

1. Strengthen SUG display

As the first link in the search path, the enhanced display of the SUG page plays a very critical role in increasing the display volume of cards and attracting more users. Therefore, our designers took the initiative to launch a SUG enhancement plan for various types of vaccines. After the SUG enhancement, the display volume of vaccine service cards on the search results page has doubled.

2. Various vaccine service cards

In order to make our vaccine service have a clear service perception in the search results page, we designed a variety of vaccine service cards based on the characteristics of each type of vaccine (for example, in terms of color selection, for the HPV vaccine, which is mainly vaccinated for women, we used the feminine pink color to express it).

Stimulating consumption

After improving the display and perception of the service entrance, how to maximize the user's willingness to buy and make the user's decision efficient and direct is a question we have been thinking about.

To this end, we sorted out various issues related to vaccine appointment services for users. We finally found that due to the particularity of medical services, vaccine users not only pay attention to price discounts and other interest points, but also factors such as authority, safety, and security are important factors that affect user consumption decisions.

Therefore, in building this service, we have strengthened the decision-making information that users care about, and at the same time provided appropriate display to promote users' consumption decisions.

1. Be good at using interest points

Price Comparison

As a product list with a very high display volume, we tried various types of design solutions for the display of preferential prices, and finally chose the conventional version and the price trend visualization version that can better highlight the preferential strength for AB experiments. Finally, through the experiment, we found that the user click rate for the price trend visualization version is much higher than that of the conventional solution, which also shows that the more intuitive display of interest points is more attractive to users.

Waist seal reinforcement

In order to further highlight the preferential information such as price, subsidy, and time information such as deadline and countdown that users are concerned about, we use waistbands to highlight them. While strengthening the display of interest points, we create a shopping atmosphere and give users a more intuitive and immersive shopping experience.

Scarcity

At the same time, in order to make users feel a sense of urgency, we added a limited quantity reminder to the bottom bar under normal conditions, and used strong bubbles to remind users when inventory is tight, further stimulating user purchasing behavior.

2. The perception of authority and peace of mind

Brand and security information exposure

Since the perception of authority and security plays a very important role in the judgment of medical users' orders, in the design and construction from 0 to 1, while exposing the brand to build the user's mind, we also reflected the security information in multiple links to provide users with an authoritative and reassuring service perception.

Create a main image template

In order to ensure a more professional visual presentation and more efficient cooperation with resource parties, we sorted out and arranged the types of information that needed to be displayed in the main image of the product, and established a main image template exclusively for vaccine services. The overall template adopts a nested style in the design definition, and can be matched with the main image frame and waistband according to different activities, which is very flexible to replace.

3. Convenient and efficient use

Taking the search results page as an example, in order to ensure user convenience, our designers took the initiative to propose a solution that was not included in the original plan, which was to put the product list in front of the search results page. Through this solution, the user's usage path was shortened while also increasing the display of products.

Connect Emotionally

After improving the display and perception of the service entrance, how to maximize the user's willingness to buy and make the user's decision efficient and direct is a question we have been thinking about.

As a medical service product, we hope to focus not only on marketing, but also on emotional care. Finally, after many rounds of discussions, we decided to use the original way of emotional communication - greeting cards, which not only established an emotional connection with users, but also further promoted their return visits.

At the beginning of the design, we first explored the overall tone of the project. After discussions with the business side and analysis within the designer team, we came to the following conclusions:

1. Design process

Scene illustration

How to set the main visual to build trust and establish an emotional connection between users and products?

For women of different age groups who are taking the HPV vaccine, we use five series of themed illustrations to reflect the theme of “Care” of Baidu Health. Through scene-based illustrations and unified and harmonious colors, we convey to users a trusting and warm visual experience, which not only conveys warmth but also gives the product an emotional connection with users.

Stationery elements

As a medical service product, we hope to focus not only on marketing, but also on emotional care. Finally, after many rounds of discussions, we decided to use the original way of emotional communication - greeting cards, which not only establishes an emotional connection with users, but also further promotes users' return visits.

After the user completes the purchase, we provide the user with a greeting card creation portal. After the user clicks on it, the greeting card creation pop-up window will be displayed on the current page.

Through reasonable layout, the information in the floating layer is divided into modules to ensure the subsequent overall scalability.

Unique red envelope design

Different from the general red envelope design, the flowers and red envelopes are creatively integrated to give the red envelopes a new meaning. While conveying women's health, it also adds a touch of humanity, "giving roses to others will leave a lingering fragrance on your hands."

2. Unified design cognition

Achieve visual unity through coherent design language and enhance brand awareness.

We refined the design language from three perspectives: "composition", "color" and "font". We took "high quality and safety" as the starting point, used "love" as the main line throughout the entire product page, and creatively extracted elements from "flowers, care, and trust" as the support points for the brand's temperature. We used bright colors and expressions to highlight the female group represented by HPV and create a visual atmosphere that matches the HPV theme.

3. Full scene coverage

Combining the resource advantages of Baidu app, we have carried out emotional design in various promotion channels, combined with product characteristics, customized exclusive display locations, enriched users' visual experience, and expanded influence.

Final Thoughts

Since Baidu Health launched the HPV vaccine spot booking service, the daily GMV has exceeded 20 million, and the HPV vaccine popularization and booking service has exceeded 150 million people per month. We discovered problems, communicated and thought, determined goals, and gradually implemented the design. Not only did we realize the construction of vaccine services and give them emotional meaning, but we also brought unexpected revenue to the business and realized the commercial empowerment of design.

The above is the entire process of building a one-stop experience on the vaccine side of Baidu Health, allowing design to empower products and products to achieve service transformation, thereby strengthening brand perception, protecting health while contributing to society, and thus creating a safe, high-quality and authoritative medical e-commerce.