Research On Service Design Of Optimizing Community E-commerce Conversion

As the Internet enters the era of stock competition,the demographic traffic dividend disappears and the growth rate of traditional e-commerce slows.The booming development of social media has brought new opportunities for traditional e-commerce,and the community ecommerce platform,which is a combination of content community and social e-commerce represented by Xiaohongshu,is emerging as a new e-commerce model.However,community e-commerce is developing rapidly,but it faces real problems such as low e-commerce conversion rate and imperfect construction of consumer link function,so the research on service design for optimizing the conversion of community e-commerce has very important practical significance.Community e-commerce contains two meanings,and this research is about communitybased e-commerce.This paper first studies the theories and concepts related to service design,SICAS model,and community e-commerce.Then,the author analyzes the elements of community e-commerce conversion services by taking the Xiaohongshu skin care section as an example.Through questionnaire research and in-depth interviews with target users,three types of typical user profiles are constructed,and user needs are summarized,and needs are classified and prioritized by the KANO model.The author also analyzes the community e-commerce conversion service system stakeholders,service processes and touchpoints,summarizes the service pain points and design opportunity points,and proposes service design strategies to optimize community e-commerce conversion in combination with the SICAS model.Finally,taking the Xiaohongshu skin care section as an example,the author applies the service design strategy for design practice,outputs the optimized community e-commerce conversion service flow,information architecture,optimized functional prototypes and high-fidelity interface design,and conducts design verification and evaluation.In the context of the rapid development of community e-commerce platforms,this paper conducts research from the perspective of service design to provide suggestions and guidance for the future development of e-commerce transformation of community e-commerce.