Research On User Experience Optimization Of Pinduoduo Mall Based On UCD Kano Model

According to the 44 th statistical report on the development of China's Internet published by CNNIC,in the first half of 2019,the number of online shopping users in China reached 639 million,accounting for 74.8% of the total Internet users.The online shopping market has maintained rapid development.The sinking market,cross-border e-commerce and model innovation have provided new growth momentum for the online shopping market.The consumption of Internet users in China continues to upgrade,and online shopping users are increasingly demanding for shopping experience.In this environment,how to optimize the user experience of consumers and improve the continuous purchasing power of users to compete for scarce customer resources has become an urgent problem for the e-commerce industry to study and solve.Based on the user experience theory and UCD Kano model integration method,this paper firstly identifies the classification and priority of user requirements through user behavior data and Kano model,and then describes the user body of pinduoduo mall from five aspects of user's sensory experience,interactive experience,browsing experience,emotional experience and trust experience Verify the status quo.Then,based on the qualitative analysis of user experience in the cognitive process of user shopping,combined with the research results,quantitative analysis is made from the five elements of user experience,and the optimization scheme of user experience is obtained.Use Axure RP software to redesign the place where pinduoduo mall needs to be optimized,and put forward other optimization suggestions from the perspective of user experience.Finally,evaluate the improved effect,and compare the implementation effect of the former and the latter schemes,and conclude that the optimization scheme plays a positive role in optimizing user experience.It will help to improve the continuous purchasing power of users,improve the core competitiveness of pinduoduo mall,and provide reference for the optimization of user experience of other e-commerce websites.