| With the popularity of short video-type social software represented by Douyin and Kuaishou,social software operating companies around the world have begun to transfer their function iteration direction to short videos.The super popularity and high daily activity brought by short videos have also brought business opportunities.As a new type of media advertisement,short videos have made changes in the relationship between advertisers,platforms and users due to their own novel content,strong spread and high popularity.In this paper,the author takes the overseas commercial advertising market of Bytedance corporation as the background and the Tik Tok Ads platform as the business support to optimize and improve the problems during the short video advertising delivery process.The source of demand for this topic is the feedback from the sales department and platform users regarding the problems encountered during the advertising transaction,which is that the material preview process is lagging and the advertising material standards are not officially distributed,along with data of capital and human resource losses caused by these problems to the platform.During market research,the author analyzed the positioning in the advertising material preview of competing products such as Facebook Business,Snap Chat Ads,and Google Ads.Meanwhile,the author also analyzed the advertising material standard query platform of competing products,Snap Chat as well as other popular websites related to the information distribution function.The author used the information obtained from the above analysis and market positioning of Tik Tok Ads itself to estimate the key points and difficulties of the design of this project.In terms of user research,the author developed a user interview program ba sed on the questionnaires and feedback collected by the company’s research department during the previous work,especially designed in-depth interviews with typical users.By sorting out the significant points of the user interview records,the pain points of different users are obtained and the author transformed the pain points to demands to develop the prototype of the demand function of this project.After integrating the information obtained from the market research and user research phases,the produc t positioning and main functions of the advertising preview platform designed in this project were defined,thereby the information architecture of this project was clarified.Regarding the perspective of user experience,the author classified and refined the main functional sections and added some supplementary functions to improve the user experience,thus transforming the advertisement preview platform into a material center which combines advertisement preview page and material standard display page.The author used different pages as different dimensions to display the interface and operating process in this project.Also,based on the visual specifications of Tik Tok Ads platform and the positioning of this project,the author developed the specific visual standards of this project,and eventually applied this project online successfully after going through the company’s review and inspection process. |
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