Price comparison feature
Overview
OneBox is a differentiated product comparison feature (focus on price comparison) designed for the JD.com platform's core advantage categories. Its main advantage lies in filtering and recommending the lowest prices across the platform, while also identifying the fastest delivery and best warranty service items, providing a total of three top selections to make decision-making easier.
The current issue is that the usage process of the feature spans two different product modules (or pages) designed by separate teams. This results in an inconsistent conception and user experience during the usage flow. Additionally, there are missing touchpoints for the feature. We anticipate that by optimizing the design of this part of the experience, we can achieve higher conversion efficiency.
Team
JD.COM Platform Design Center -
Core Product design department -
Search and Feed Module Team/ Product Detail Page Team
Outcome
Improvement in Category UCVR 0.45%
Timeline
2023 Q3
Role
UX Designer
Module
Search Result
Tools
Figma
The Design Purpose of the Feature
When searching for a specific brand and model, users need to quickly find the best match from numerous suppliers. Despite clear intent, no fast recommendation method currently enables instant conversion.
Current State of the Product
Touch Points
Search Result Page V2.0
When searching for a category
HomePage
Checkout
Cart
Product Detail Page V1.0
When viewing a specific product
Pain-point:
Uncovered Touchpoints
Pain-point:
Misaligned User Perception Due to Unclear Visuals and Branding
Landing Page
Onebox Landing Page V2.0
Detailed Comparison
Pain-point:
Limited Options with Price-Only Sorting
Redesign Strategy
pain-points
Goal
Strategies
Misaligned User Perception Due to Unclear Visuals and Branding
Inconsistent conception throughout the experience flow, it lacks appeal, and fails to clearly convey the value of the function.
Limited Options with Price-Only Sorting
Options provided to users are too limited, overlooking the role of the functionality in conveying the platform’s value.
Uncovered Touchpoints in Feature Design
Enhance User Perception
Enable users to quickly recognize the value of the feature while also forming a strong impression of the advantages of the JD.com platform.
Boost Conversion Rate
by ensuring all user needs across the shopping journey are covered, especially those at critical decision points.
A
Visual Redesign & Additional Ranking Criteria
Enhance brand awareness by utilizing visual elements and key benefits.
Incorporating two recommended criteria based on the platform’s advantages.
B
Access Points & flow design
Identifying touchPoints for Product Comparison Needs and Designing Targeted Features
Design Solutions
A
Visual Redesign & Additional Ranking Criterias
Strengthening the platform’s value
Business Value
Addressing the Pain-points
User Value
Lowest Price
Fastest Shipping
Best Service
Selecting Ranking Criteria
Leverage users’ decision-making needs and platform strengths to recommend the top 1-3 products, with the lowest-priced option highlighted as the main attraction.
Visual Redesign
Lower-Price/ Price Drop
Logo Design
Price Drop and Comparison
Literal Meaning of Chinese Characters in the Logo
Final Version
Concept Iterations
Tag - Lowest Price
Page Header
Access Button - Large
Access Button - Small
Tag - Fastest Shipping
Tag - Best Services
同款低至¥6600
查看
80件同款在售 低至￥6600
￥8756.00
销量第1名
46分钟达
苹果北京旗舰店
80件同款商品在售
同品低价
配送更快
品质优选
Logo Style and State Mapping
B
Access Points & flow design
Touch Points
Search Result Page V3.0
When searching for a category
HomePage
Checkout
Product Detail Page V2.0
When viewing a specific product
Cart V1.0
Before Checkout
Landing Page
Onebox Landing Page V3.0
Detailed Comparison
Result after Launching
Entry Click-Through Rate
0.75
%
（Entry CTR = Entry Clicks / Entry Impressions）
Feb, 2023 launched |
full rollout AB Test with Version 2.0 vs. Version 1.0
Oct, 2023 launched |
Cut by 5% AB Test with Version 1.0 vs. without
Category UCVR
0.45
%
（UCVR = Total Order Lines / Search UV）
Purchase Conversion Rate
0.06
%
（UCVR = Total Order Lines / Search UV）
Entry Click-Through Rate
9.5
%
Previous version: 0.3%
Product Detail Page V2.0
Search Result Page V3.0
Related Projects
Contact Me
E-mail:
Tel:
annyjialuli01@gmail.com
(+1)778-697-4718 Canada