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Explore the new design of video aggregation platform. According to the observation of our detailed data, it is found that, the content flow of video aggregator applications consumed by users in the practical situation is not consistent with what we expect.

There are two misunderstandings here. First, our expectation is that, the more things the users watch in the screen, the greater the probability of clicking will be. Therefore, try to put content in a page as much as possible to help users choose freely. Second, try to subdivide each different module and comprehensively recommend the hot content of each classification to users, so that they can browse their interesting modules.

It seems that these two strategies cover the need of each user by some time, but, it neglects an important thing that, how strong is the user's ability to bear information and view efficiency? Video application is a kind of entertainment application of content consumption, users want to immediately find the content they are interesting, so their tolerance must be very low, because they will not concentrate on seeking for their own content from the massive information flow in a state of leisure.

If the page is designed too complex, such tolerance of user will be quickly consumed. As a result, they will not continue to browse, so the practical data of browsing number on the third screen fall under 10%, in that case, all the recommendation works in the later become useless.

How to deal with this problem? The core requirement is to keep users’ tolerance steadily. When users calm down, concentrate on the content and choose one or two items to watch, then you will be succeeded in retaining them and obtaining the opportunity to display the following recommendations.

Previous scheme is designed with several sophisticated modules to distract users’ attention, while the new scheme is changed into repeated module with single form, which can centralize the attention of users.

In previous, several kinds of hot content were recommended to users in same hierarchy, while in the new scheme, the content is recommended to users in single hierarchy. When users slide and brose the content, they just need to choose whether watch or not, and it is unnecessary to look for it.

In this case, users will feel comfortable. With clicking by users, the system can recommend some hot topics to users by means of algorithm establishment. Users will have the willing to continue to explore and spend his time after finding and consuming the content, then the dream will come true.

How to deal with the concept of this product:Visualized title design. Through the identification of direction and position by “identification system” in the street, airport, parking lot and other places, we hope users can get clear guidance like physical world when using the application. Thus, the title shall be big and clear as much as possible to facilitate users to understand the content.

Card design with single form is made for UI interface, the element does not compete with content. Single card form can attract users’ attention to the content and help them browse quickly. The content is separate from functional area, and almost all of the domestic applications are interspersed with functional design entrances, increasing the burden on the content of the user's reading.

However, the integral function entrance and content distinction is very obvious in iOS system. First, the functional position is basically fixed on the top and bottom, then, uniform color with high saturability and restrained UI form are used to distinct the interaction and content area.

The recommendation word search is changed into global representation. In this edition, the dull hot word on the bottom of search interface in previous has been changed to something happened in any corner of the world. Just a short stay, users can not only see the corresponding video of different hot word popped out from the world map, but also watch more videos through amplification. In this way, the content recommendation becomes a seeking and exploring behavior.

In terms of visual design, there is no detailed color selected as the dominant hue of application. Considering the video is colorful, rainbow is chosen as the color matching for whole application. For instance, mask layer, broadcast progress bar, background of top navigation and rating. For important elements, single black and gray are utilized for functional operation and entrance, which can be distinct from the colorful content.

视频聚合平台新设计方向的探索。通过观察我们详细的数据发现在实际使用当中用户对于视频聚合类应用的内容流消费和我们的预测是不一致的。这里存在两个误区,第一我们的预期是用户在屏之内看到的东西越多点击的概率就越大,所以尽可能的在一个页面中放入很多内容让用户自由选择。第二尽量细分每个不同的类型模块,全面的推荐给用户每个分类的热门内容,让用户可以找到自己感兴趣的模块进行浏览。

这两个策略看上去是能普及每个用户的需求,只要花时间找就可以了。但却忽略了一件重要的事:用户对信息量和查看效率的承受力到底有多强?视频应用属于内容消费的娱乐型应用,用户上来想看自己感兴趣的内容,所以容忍度很低,因为在休闲状态也不会集中注意力去在海量的信息流里面寻找属于自己的内容。如果页面做的过于复杂,用户这点耐心很快就被消耗完毕了,所以他不会继续向下滑动进行浏览,导致实际数据滑到第3屏的人数直降到了10%以下,那么后面的内容推荐的工作都相当于白做了。

怎么处理这个问题?核心需求就是要把用户的耐心保持住,细水长流。当用户心情平静下来,把注意力集中到内容上,选择其中的一两条观看了,那么你就成功的留住了用户,也获得了把后面推荐的内容展示给用户的机会。以前的方案是多个复杂模块分散用户注意力,新的方案变成单一形式的重复模块,集中用户的注意力。

以前是多个火热内容同层级推荐给用户,新方案变成单个层级按顺序推荐给用户。当用户滑动浏览的时候只需选择看与不看,不用分精力去寻找。这样用户就很轻松,随着用户的点击,系统可以通过算法组建推荐给用户可能感兴趣的热点内容,用户找到并消费了之后就会有继续探索的意愿,消磨他的时间这个梦想就实现了。

在设计上怎样处理这个产品的构想:导视化标题设计,我们通过「标识系统」在街道,机场,停车场这些场所进行方向和位置的识别,希望用户在使用应用中也能像物理世界中那样有清晰的导引。所以标题用的尽量大清晰明了的为用户理解内容。

UI界面形式单一卡片化设计,元素不与内容竞争。单一的卡片形式,让用户注意力集中到内容上并快速浏览。内容和功能区域分离,国内几乎所有应用都在内容中穿插功能性的设计入口,增加了用户阅读内容的负担。但iOS系统中的整体功能入口和内容区分是很明显的。首先把功能性的位置基本固定在最上和最下方,其次用高饱和度的统一色彩和克制的UI样式来区分交互与内容的区域。

搜索推荐词改变成全球展现。在这个版本当中把以前在搜索界面下方枯燥的热词变成了世界中某个角落里发生的事情,用户短暂的停留会看到从世界地图中冒出来的各种热词对应的视频内容,也可以通过放大来查看更多的视频,把内容的推荐放到了一个具有寻找和探索发现的行为当中。

视觉设计部分,应用中的主色调没有选择具体的颜色,考虑到视频是多彩化的就选择了彩虹色作为整体应用的配色方案。比如运用到了蒙层,播放进度条,顶部导航的背景,评分。比较重要的元素上面,功能的操作和入口采用了单色的黑灰和多彩的内容卡片区分开。

MI Video Explorer Design