1. 1 Application analysis of this product

This paper attempts to illustrate the following problems through JD's iterative process analysis, user analysis, function analysis, operation analysis and data representation. Home edition of COM:

(1)JD.COM home product positioning? (Business model/profit model/target population)

(2) What are the characteristics of the design and operation of 2)JD.COM home products?

(3) What is the iterative direction of JD. com after returning home?

All the data in this paper are from the Internet. Due to the limited sources of information and personal ability, the views are for reference only.

1.2 environmental analysis of this product

(1) Product name: JD.COM arrives home.

(2) Experience version: 4.5.0

(3) Experience date: 2065438+August 24th, 2007.

(4) Experience model: Nut pro

Second, product positioning and operation

Product positioning mainly focuses on the following aspects:

2. 1 product overview and development course

2.2 Current situation of fresh e-commerce market

2.3 User Group Analysis

2.4 product concept

2.5 Business model

2. 1 product overview and development course

2.1.1Overview of JD.COM Homepage

JD.COM House is a brand-new business model of JD.COM Group, which is based on the traditional B2C business model and develops into higher-frequency commodity services (mainly supermarket preservation, flower baking, medicines, etc.). ). It is an O2O life service platform built by JD.COM 2015, and it is an important promotion based on the traditional B2C model to the higher frequency field.

It is based on the advantages of Jingdong logistics system and logistics management, and at the same time, driven by the economic popularity of * * *, relying on "internet plus" technology to vigorously develop "crowdsourcing logistics", integrate all kinds of O2O life categories, provide consumers with the distribution of fresh and supermarket products, and realize rapid delivery within 1 hour based on LBS positioning, so as to build a comprehensive application platform for life services. JD.COM provides supermarket convenience, fresh fruits and vegetables, snacks, flower baking, medical care and health care, covering first-and second-tier cities such as Beijing, Shanghai, Guangzhou, Shenzhen, Nanjing, Tianjin, Han, Ningbo, Chengdu, Xi 'an and Chongqing. (from Baidu Encyclopedia)

2.1.2 JD.COM Home Development Process

(1) version iteration

1.0. 1 wechat terminal, only supporting Wangjing area.

1.5.0 The function of order tracking and commodity evaluation is launched; More diversified promotion methods are online; Add industry channels to learn about the latest activities; Update of interactive design of settlement page. (Interactive experience/process upgrade, activity content online)

1.5. 1 optimize login, address and other details; New activities are online.

2.3.0 Increase red envelope sharing and preferential collection; Time-limited function optimization, you can view the store name.

2.4.0 The homepage of the store displays real-time activities and shows the qualifications of merchants; The settlement page has been modified.

2.5.0 Visual optimization of store homepage; Shopping cart/settlement page optimization; Solve the remaining problems and enhance stability.

3.0.0 Homepage revision, more prominent shops; Visual upgrade of store list; Can be purchased in the store (offline); After-sales service is online.

3. 1.0 online injection in advance to handle the shortage; Expected online delivery; The distribution path is more intuitive when the map is online.

3.3.0 Shopping cart experience optimization; Homepage automatic online positioning; Add SMS verification code to log in.

3.4.0 The friend invitation mechanism is started, and the friend order is cashed back; Goods/stores support sharing; Place an order after work the day before, and the store will start shipping the next day after it opens; The payment interface has been modified.

3.5.0 Optimization of positioning function; Second kill activity page revision (cancel extra time display); Click on the promotional goods and jump to the store promotion list; Search node, which stores list optimization on the home page; Description and display of packaging cost information; Product details page revision; Add goods in batches after sale and submit the after-sale list online; The order number supports quick copying to the clipboard; Customer service system upgrade; Review system upgrades.

3.7.0 Store page reports merchants, medals, display and evaluation; You can complain to the delivery staff; Pay attention to the storefront and get fan coupons for the storefront.

4. The evaluation function of1.0 is perfect; Style adjustment of store list; Increase the types of promotions and refunds; Calculate the estimated delivery time in real time; Highlight the stores that users have paid attention to in the search; Support the awarding personnel.

4.4.0 Search function optimization; Optimization of the whole system; The settlement page is modified again; Stability repair.

4.5.0 Personal center modification; The checkout counter is revised; Optimization of after-sales entrance process;

As can be seen from the introduction of the above iterative list, in the version from JD.COM to Home 2.4.0, the proportion of shops near users in the products is gradually prominent. We hope to give full play to the advantages of Jingdong Logistics as much as possible, mobilize the service resources around users, and deliver the goods that users want to users as quickly as possible.

In addition, during the JD iteration. With the arrival of COM, JD.COM has changed the interactive mode of settlement interface for many times. 2.x did a lot of iterations on JD's page. COM's home store. Version 3.5.0 provides corresponding functions for JD.COM, a single multi-frequency commodity. 4.x made some iterations around after-sales.

Judging from JD's ranking. The home version of app store. COM in figure 1 and the number of comments in figure 2, we can know that:

(1) version 2.3.0 (new red envelope sharing and preferential collection; After the limited-time function is optimized, you can view the store name), and the number of comments and likes in the app store has increased a lot.

(2) In 2.3.0 (new red envelope sharing and preferential collection; Time-limited function optimization, you can check the store name), 4.2.0 (the evaluation function is perfect; Style adjustment of store list; Increase the types of promotions and refunds; Calculate the estimated delivery time in real time; Highlight the stores that users have paid attention to in the search; Support to reward delivery personnel) 4.4.0 (search function optimization; Optimization of the whole system; The settlement page is modified again; The positive comments of these three versions have increased a lot.

(3) In addition, the activity of "House Buying Festival" in JD.COM on October 20th, 20 16/kloc-0 brought good activity and comments at that time (but after the activity, the two indexes fell instantly).

From the version of 1.0 to the present Baidu index, two out of four events in several search index peaks are about JD.COM. COM's cooperation with well-known food or supermarket brands (Daoxiang Village and Yonghui Supermarket respectively), another is the aforementioned 2065438+06 JD.COM House Purchase Festival, and the other is "

2.2 Current situation of fresh e-commerce market

Because in the whole business system from JD.COM to home, the repeat purchase rate of fresh products is the highest, and 60% of users cross-purchase other retail products while buying fresh products, which is the most draining type and the most prominent consumer demand among home users in JD.COM, so in the market analysis, the current situation of fresh e-commerce market is mainly analyzed.

In the article "China Fresh Consumption Trend Report: The Way to Win the Fresh Market in the New Era" by BCG and Ali Research Institute, it is mentioned that from 20 12 to 20 16, the fresh e-commerce market in China rose from 4 billion RMB to 95 billion RMB. At present, 7% of urban fresh consumption occurs online. Price is obviously not the main motivation for consumers to buy fresh food online. Rich and novel product types and convenience promote online fresh consumption.

The article "China Fresh Consumption Trend Report: The Way to Win the Fresh Market in the New Era" also mentioned that fresh food is the category with the highest willingness to upgrade consumers' consumption compared with other supermarket categories. (63% of consumers want to buy better fresh products, while only 42% of consumers in other categories want to. Fresh consumers not only pursue better products, but also demand reliable products and services and innovative life solutions.

Today, 20 17, two years have passed since the "first year of fresh food" of 20 15, and no one has an absolute dominant position in the fresh e-commerce market. In the first half of 20 170, the number of fresh e-commerce companies was only 2 1 home, accounting for the least. Obviously, the fresh e-commerce market at this time has begun to raise the threshold and enter the reshuffle stage.

In the classification of fresh e-commerce, except JD.COM. COM's home is online and offline. There are comprehensive platforms represented by Tmall, B2F/F2C represented by COFCO I Buy Network, C2B/B2C represented by Vegetable Basket Network, and B2B represented by chain cuisine.

199IT "China fresh food industry research report 20 16" shows that the fresh food market still has great potential in the future. In 20 18, the fresh food market will still maintain a growth rate of about 53%, and the market transaction scale will reach more than 200 billion yuan. According to BCG and Ali Research Institute's "China Fresh Consumption Trend Report: The Way to Win the Fresh Market in the New Era", online fresh consumption in China will account for 15%-25% of the total fresh consumption in cities and towns by 2020.

2.3 JD.COM family user group analysis

2.3.1Analysis of JD.COM's target home users.

The main characteristics of JD. COM tends to use the merchant resources within a radius of 3 kilometers of users and rely on JD.COM. COM in the field of high-frequency purchase (fresh food, flowers, medicines, etc.) 1 hour. ). Take fresh food as an example. People who often buy fresh food are those who have families and children and often eat at home after the age of 25. They can place an order before work and receive the ordered goods when they get home, which saves time for shopping in the supermarket and allows them to have more rest time with their families. Instead of the so-called "lazy person": if you don't want to go to the supermarket because you are lazy, why not just order takeout?

From Figure 4, we can see the people searching for JD. COM's home on Baidu is mainly distributed in first-and second-tier cities. From Figure 5, it can be seen that people aged 30-39 are the main force of search. As for the ratio of male to female, it is 59% for males and 4 1% for females.

To sum up, I think JD.COM's target users. COM's home is still in first-and second-tier cities. After 80, 30-39 years old, with families and children, they often eat at home, and their income level is at least moderate.

2.3.2 user stratification and characteristics

Users who arrive in JD.COM can be roughly divided into the following categories: supermarket owners, wealthy family users, post-80s/90s white-collar workers and experienced online shopping consumers. According to the report of Boston Consulting Group (BCG) and Ali Research Institute, by 2020, 30% wealthy families will buy fresh food online. At present, the average age of consumers who buy fruits and vegetables offline is 45, while the age of users who buy these products online is 3 1. Third, consumers with more than five years of online consumption experience will start to consume a large number of fresh food online, and their online consumption accounts for more than 30% of the overall consumption market.

Because JD.COM always emphasized the combination of timeliness and quality after returning home. The typical usage scenario of these users may be going to work: after a hard day, they don't want to visit the vegetable market and don't want to mention anything. On the way home from work, submit your requirements for dinner ingredients to the app; Make out with your girlfriend and find that there is no condom and don't want to go out and buy it back to ruin the atmosphere; To prepare a family dinner, you need quality and quantity of ingredients, and you need to order directly from your home in JD.COM.

2.4 product concept

(1) 1 hour fresh food comes home, and supermarket fresh food comes home-emphasizing efficiency and core selling points.

(2) High-speed delivery of quality of life. If you have quality and attitude, you will pay attention to the combination of efficiency and quality.

(3) One-click has thousands of kinds of goods, and the goods come from famous supermarkets within three kilometers around-emphasizing efficiency and core selling points.

(4) Make life a little simpler, and you won't have to wait in line-user needs.

2.5 Business model

Different from many other fresh e-commerce products, JD.COM made full use of the resources of existing shops and supermarkets in JD.COM when he got home, and did not need to build his own warehouse, while JD.COM only needed to supervise the quality of fresh food when he got home, saving a lot of money. However, after JD COM merged with the crowdsourcing platform Dada and combined with JD.COM. COM's "resource delivery within 3 kilometers", compared with other fresh e-commerce brands, JD.COM. COM has a huge efficiency advantage, and it is the only fresh e-commerce platform that can basically meet the demand of "delivery to home within the next hour".

2.5.1JD.COM home business canvas

The picture above shows the commercial canvas of JD.COM. It shows the general situation of various parts of JD in detail. COM's family business model. Generally speaking, JD.COM Home is an O2O supermarket product, which mainly guides consumers to place orders for high-frequency and low-profit fresh goods with generous rebates, thus cultivating consumers' consumption habits, and finally draining other goods with more profits to achieve profitability.

Compared with other fresh O2O products, JD.COM has two advantages: efficiency and brand. After the merger with Dada, the goods sent to JD.COM can be delivered by special line, which is why only JD.COM can guarantee "one-hour delivery" at present. In addition, compared with other fresh O2O products, JD.COM. The brand advantage of COM is obvious, and consumers have a certain degree of recognition of the quality and distribution efficiency represented by JD.COM.

Third, product design.

This part mainly analyzes the user experience of app core functions from JD.COM to JD.COM, which is mainly divided into three aspects: information design, core business main process and interaction design.

3. 1 core task flow chart

3.2 Information &; Interactive design

3.2. 1 store details

1. Red envelope icons in different stores are not uniform; 2. The control position of the folded page should be the same as that of the open control.

shopping cart

1. Things that don't have the click function are designed like buttons, but they can't be clicked; 2. The goods in the shopping cart have no text information.

3.2.3 Interactive Design in Special Environment

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Four. Summary and suggestions

Generally speaking, JD.COM is mature in the overall product temperament and product details polishing, but there are still some minor problems in these aspects. This part mainly summarizes the positioning of the product and the possible iterative direction of the future product.

4. 1 iteration direction

4. 1. 1 Super supplier selection

The survey shows that these consumers who use fresh O2O are most willing to upgrade their consumption. When JD.COM arrives home, displaying the range of goods within 3 kilometers will often make the displayed goods insufficient in quality or richness to meet the needs of users. In my home in JD.COM, there is only one large supermarket, Yonghui Supermarket, but the number of orders it accepts is 10 times that of the second place of its kind. This shows that spending extra logistics costs and more time can't buy higher quality products and attract consumers. Because JD.COM arrives home, there are a large number of homogeneous small supermarkets within 3 kilometers, which means JD.COM's biggest competitor. COM's home has become a small supermarket that is closest to the user's home and can be reached in 5 minutes. As far as efficiency is concerned, JD.COM will never surpass the small supermarkets in the community when he returns home.

Therefore, I think that when JD.COM comes home, the choice of commodity suppliers should be more inclined to represent large-scale comprehensive supermarkets and vertical specialty stores with quality assurance, which can best meet the needs of users. Even if JD.COM goes home, he can cooperate with a giant shopping mall like IKEA, which is far away from the city and inconvenient for frequent consumption.

On the other hand, due to the limited resources within 3km, the daily operation of products will be affected. For example, I went back to my home in JD.COM on the day of Tanabata, but I didn't see a very detailed Tanabata theme plan (yes, but I didn't do it very well, because there were only a limited number of discounts to consider in some places).

4. 1.2 interactive design

The existing shopping cart and order tabs can be merged completely, and this part of the shopping cart is often empty. Shopping carts exist mainly because users can easily know the information of their shopping products. When there is a discount, users can also know whether they meet the preferential conditions through the shopping cart. Under the characteristics of high frequency of repeated purchase of fresh food, the order label is more convenient to save time and improve efficiency when placing an order next time.

However, since JD.COM came home, there has been a problem in the interface design of the shopping cart. After entering this page, if you want to do any operation, you must jump back to the interface of the original store. This interface has no information such as the total price of the selected goods. In this way, the tab of the shopping cart plays a very small role (as shown below). In this case, a very common usage scenario (users add several new products on the basis of the products they bought before) will switch these two tabs back and forth many times, which makes the whole process complicated. Therefore, it is reasonable to merge these two tabs into one tab.

If the shopping cart and order are combined to complete the necessary information, it will help users make better shopping choices. And that fussy degree of us operation is reduced. (as shown in the figure below)