The core of optimizing customer experience lies in whether we can design the shopping and browsing process from the perspective of customers. The process design is generally considered from the perspective of mental model, thinking mode, friendly feedback, and visual psychology.
First, the information expression of visual design needs to conform to the user’s mental model. The higher the degree of fit between the overall design of these information prompts, such as icon design, text layout, and color application, and the psychological model constructed by customers, the more likely it is to be favored and loved by customers.
Secondly, the metaphor design of visual design should cater to the user’s thinking mode. “Metaphor” is a way of thinking that is both simple and complex. Through the daily accumulation of the human brain, abstract and complex things that have not been touched are transformed into a connection between things that are easy to understand and related to them. When this connection is initially established, users will feel at ease in the process of use. Simulating the scenes, processes, and activity objects of shopping in real situations can reduce the obstacles of users in the process of use and make users feel friendly and familiar in the process of experience. For example, in the conventional concept of the real world, a shopping cart is a container for things, which has the functions of storing and taking out goods. In the shopping interaction experience, if there are similar functions, it will meet the psychological expectations of customers, cater to the thinking mode of customers, and make customers do not need to think more.
Thirdly, visual design requires friendly interactive feedback. Interactive feedback can be roughly divided into three types according to the feedback of the interactive interface: visual feedback, auditory feedback, and tactile feedback. Visual feedback is the most important form of feedback when interacting with users, which can give users a good feedback experience. For example, when the user enters the waiting interface, the graphic rotates clockwise with a gap in the customer’s field of vision until the next interface appears. In addition, attach importance to “quick problem solving” and “efficiency and convenience”. Providing instant online customer service, auto-answering chatbots, and a complete FAQ (Frequently Asked Questions) can solve potential customers’ problems instantly. And simple process design, such as one-click membership without filling in a lot of personal information first, order delivery status notification, simple and fast refund service, etc., will optimize the efficiency and convenience of consumers when shopping.
Finally, visual design must meet the user’s visual psychology. Usually, when users enter the interactive page, the most intuitive impact on the user’s vision is the interface color effect. The use of color will affect the user’s mood, status and other aspects. Different interface color expressions will give users different browsing experiences. In addition, attention should be paid to adjusting the consistency between the elements in the visual elements of the UI. The interactive interface often covers multiple elements, and the interactive goals of different elements need not interfere with each other. Whether the appearance of UI elements is harmonious and unified will directly affect the user’s interactive experience. The same type of application environment adopts a unified style of layout, which can help maintain the user’s thinking, reduce the detachment when switching interfaces, and improve the ease of interactive experience.