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New Marketplace / Auction Revamp
Visual Concept and Mockup SharingKit UED, June, 2008
Agenda
• In the Beginning• Basic Information of Auction• Visual Brainstorming• Visual Spec• Mockups• Reference
In the Beginning
Do you really know…What’s the difference and the relationship between them?
In the Beginning
Monday (B2C)A store
Comparison shopping(B2C)A mall owning lots of stores
Each store has their own front end and backend
This is the situation now we are
Auction store(C2C)A store
Auction(C2C)Flea market
In the Beginning
Monday (B2C)A store
Comparison shopping(B2C)A mall owning lots of stores
Each store has their own front end and backend
There are lots of store around, we want to arrange them
Auction store(C2C)A store
Auction(C2C)Flea market
In the Beginning
We want to change it to let every property can relate to each other
New Marketplace(B2C)Collect many pro-store
Auction store(C2C)
Auction(C2C)Flea market
Becomes to
New FeatureY! offer the backend to let sellers manage their store
Pro-store(B2C)A Store
New Featurethe items of pro-store will also be searched in Auction
Comparison shopping(B2C)Monday (B2C)
A store
Phase out
The store inside will become to…
downgrade
Phase out
In the Beginning
The new version will be…
New Marketplace(B2C)Collect many pro-store
Auction(C2C)Flea market
Pro-store
the items of pro-store will also be searched in Auction Pro-store
Pro-store Pro-store
Pro-store
Pro-store Pro-store
Pro-store
Pro-store
Monday (B2C)A store
In the Beginning
the relationship between Auction and NM is…..
Like sisters
New MarketplaceAuction
They have similar features, but they are individual
In the Beginning
So…the 1st problem show up
Producer
How to design 2 site to let them looks similar but not same(What am I talking about?)
When people visit these 2 sites, they should find they are different but feel they relate to each other
Producer’s Wish
In the Beginning
And the other problem is…
Producer
Why did you pick that color? I don’t think it can represent Auction! I like another color more….
Producer’s Confusion
Everyone have their own imagination of Auction / NM
In the Beginning
Visual Brainstorming Because Auction and NM are sisters, I
decide to make Auction revamp first. Basing on the result, I can adjust some visual spec to create the other new site (NM)
Basic Information of Auction
• Before Revamp– C2C
(Fun, bright)
• After Revamp– C2C + but also can search B2C items
(Fun, bright, trust, various)
Basic Information of Auction
• Sex– male 48%
– female 52%
• Age– 20-24 (22.32%)
– 25-29 (18.67%)
• Occupation– White-collar(45.6%)
Visual Brainstorming
• What should the Auction site looks like in your mind? Use some keywords to describe it.
• According to the keywords, explore several websites which are fit for these keywords.
• Tips1: the keywords should be adjective
• Tips2: the websites don’t have to be the EC sites
Visual Brainstorming--Tagging
Grouping all keywords and make the tag column
Visual Brainstorming--Tagging
Picking the top 6 tag, and making the stickers for each of them
Visual Brainstorming--Tagging
After checking each mockup, if you find the characteristic of any mockup fitting for the keyword on your hand, paste the sticker on the mockup.
Visual Brainstorming--Scoring
• According to the percentage of the repetitive keywords of the top 6 keywords, we can get the score and the ranking– Top 1: Fun 活潑有趣 (2 分 )
– Top 2: Plentiful 豐富 (2 分 )
– Top 3: Trust 可信賴 (1 分 )
– Top 4: Attract 吸引人 (1 分 )
– Top 5: Clean 清爽 (1 分 )
– Top 6: Easy to close 容易親近 (1 分 )
• Calculate the total score of each mockup, and pick the mockups which get score higher than 10
Visual Brainstorming--Scoring
– Tag:• Attract 吸引人
total score=1(score)*1(piece)= 1• Plentiful 豐富
total score=2(score)*2(piece)= 4• Easy to close 容易親近
total score=1(score)*1(piece)= 1• Clean 清爽
total score=1(score)*1(piece)= 1• Fun 活潑有趣
total score=2(score)*1(piece)= 2
Total Score=9
Visual Brainstorming--Mockup analyzing
Visual Brainstorming--Mockup analyzing
But…Do these mockups own whole characteristics of the 6 tags we picked
Visual Brainstorming--Mockup analyzing
Fun (3 piece)
Attract (1 piece)
Plentiful (3 piece)
Easy to close (1 piece)
Plentiful (5 piece)
Fun (3 piece)
Attract (2 piece)
Clean (2 piece)
Fun (3 piece)
Attract (5 piece)
Easy to close (1 piece)
The types and amounts of these 4 mockups are extreme. We decide to kick them out to avoid ignoring or emphasizing some tags too much.
Visual Brainstorming--Mockup analyzing
Fun (3 piece)
Attract (1 piece)
Plentiful (4 piece)
Easy to close (2 piece)
Clean (1 piece)
No matter types of tags and scores of the top 2 mockups are very high, so we decide to put them in the final list
Fun (2 piece)
Attract (2 piece)
Plentiful (2 piece)
Easy to close (2 piece)
Clean (2 piece)
Visual Brainstorming--Mockup analyzing
However…some mockups which fail to chosen still have chance to be picked again at this moment.
Visual Brainstorming--Mockup analyzing
These 2 mockups own many types of tags and get high scores, so we decide to pick them up for reference
Fun (1 piece)
Attract (1 piece)
Plentiful (2 piece)
Easy to close (1 piece)
Clean (1 piece)
Fun (1 piece)
Attract (2 piece)
Easy to close (1 piece)
Clean (2 piece)
Trust (1 piece)
Visual Brainstorming--Mockup analyzing
• TOP 1: dcx – Tag:
• Attract 吸引人 (1piece)
• Plentiful 豐富 (4piece)
• Easy to close 容易親近 (2piece)
• Clean 清爽 (1piece)
• Fun 活潑有趣 (3piece)
– Design element:• Bright color (green, orange)• Rounded corner module• Pictures are keyed out the
background• The typography is clean
Visual Brainstorming-- Mockup analyzing
• TOP 2: STORY SHOP– Tag:
• Attract 吸引人 (2piece)
• Plentiful 豐富 (1piece)
• Easy to close 容易親近 (2piece)
• Clean 清爽 (2piece)
• Fun 活潑有趣 (2piece)
– Design Element:• Warm color (yellow, green,
orange)• Rounded corner module• Pictures are keyed out the
background• Illustration• The typography is clean
Visual Brainstorming-- Mockup analyzing
• Reference: 樂天 ICHIBA – Tag:
• Attract 吸引人 (1piece)
• Plentiful 豐富 (2piece)
• Easy to close 容易親近 (1piece)
• Clean 清爽 (1piece)
• Fun 活潑有趣 (1piece)
– Design Element:• Alive color (red, green)• Items are listing, easy to read
Visual Brainstorming-- Mockup analyzing
• Reference: megashopping – Tag:
• Attract 吸引人 (2piece)
• Easy to close 容易親近 (1piece)
• Clean 清爽 (2piece)
• Fun 活潑有趣 (1piece)
• 可信賴的 (1piece)
– Design Element:• Bright color (yellow, green)• Illustration• The typography is clean• Rounded corner module
Visual Brainstorming-- Mockup analyzing
#FFEB63
Code Color
YellowFun, Plentiful
#FECB45
Secondary ColorGreenTrust, Clean
Neutral Color
Visual Brainstorming– Visual Spec
• Rounded Corner module• Bright and clean typography• Pictures are keyed out the background (Hard)• Illustration
Visual Brainstorming– Mockup
Visual Brainstorming– Mockup
Rounded Corner
Yellow
Green
Illustration
Visual Brainstorming– Visual Spec
And then, about NM…Before starting to work, I try to find the different and the same parts between Auction and NM.
Visual Brainstorming– Visual Spec
• Same part– Shopping site
– Lots of items
• Different part– Auction (C2C):
the standard of owning a store is easier
– NM(B2C): the standard is higher, suppose to be safer than Auction
Visual Brainstorming– Visual Spec
• Same part– Shopping site
– Lots of items
• Different part– Auction (C2C):
the standard of owning a store is easier
– NM(B2C): the standard and the service is higher, suppose to be safer than Auction
Plentiful
TrustHigh-Class
Visual Brainstorming– Visual Spec
#FFEB63
YellowFun, Plentiful
#FECB45
GreenTrust, Clean
The original color system is OK for NM
Visual Brainstorming– Visual Spec
#FFEB63
Yellow
To present the feeling of high-level, I decide to enhance the hue of yellow.
Changing the code color a little bit can not only change the quality feeling immediately, but also keep the relationship of color of two property (because they are still yellow)
#FECB45
Dark Yellow
Visual Brainstorming– Mockup
Visual Brainstorming– Mockup
Yellow
Green
Green
Dark Yellow
Visual Brainstorming– Mockup
The texture is harder and shiny High-Class
The texture is softer , and the corner is rounded Cute and easy to close
Visual Brainstorming– Mockup
Use several same elements to sync two mockupsEx: smooth lines to be the frame of modules
Visual Brainstorming– Mockup
Use several same elements to sync two mockupsEx: similar design to represent the same module in different mockups
Visual Brainstorming– Mockup
Of course we can see the same design in the inside page of NM
Pro-store (Backend)
Pro-store (Front page)
Visual Brainstorming– Mockup
Clear direction to connect 2 propertyEx: put the same place (the top right part) and use the same color
Reference
• Auction HP Revamp – Pages: 6 pages (HP*1, Category main page* 2, AD page *3)
• New Marketplace – Pages: 13 pages (HP*1, Category main/leaf page* 4, SRP *6, Others*2)
• Pro-store– Pages: 217 pages (Front end*90, Back end*127)
Thanks!