AliPay Fintech is a crucial business unit, significantly contributing to the company’s revenue. However, we’ve identified substantial opportunities to enhance the user experience for new users, which could also positively impact key business metrics.
UX team
1. Low Swipe Rate and High Decay: The swipe rates for the cards are relatively low and decrease significantly with each subsequent card, standing at 8.17%, 4.79%, 3.42%, and 2.64%, respectively. On average, users swipe through only 1.5 cards.
2. High Uniformity in Card Design: The cards require a high degree of uniformity, with limited variation. The primary differentiator between cards is the copywriting.
3. Limited Operational Flexibility: Post-launch optimization is largely limited to card placement (e.g., positioning a new card as the first in the sequence). Due to existing operational and design constraints, the scope for further optimization is restricted.
1. Enhance Design Creativity: Introduce more imaginative design elements to effectively showcase and communicate the unique value propositions of various products and services.
2. Expand Operational Flexibility: Create a more dynamic operational space with increased opportunities for impactful copywriting. Utilize visually appealing “atmosphere cards” to capture user attention and enhance engagement.
3. Innovative Page Containers: Develop more creative and interactive page containers where card content dynamically changes based on user scrolling behavior. Present information in a narrative style that unfolds in a captivating and engaging manner.