How 58 City Partners Redesigned Their Social‑Sharing App for Diverse Users

Introduction

58 City Partners shoulder the commercial operation within the 58 WeChat ecosystem. Users become partners through the 58 app registration or an agent invitation, then select tasks in the task hall to share with WeChat friends or Moments, earning revenue from clicks, transactions, or contacts – a "social sharing earn" model.

Project Background

Each city assigns 1‑2 agents to invite partners offline; partners submit information, receive headquarters approval, and register as "partners." Partners claim tasks, share them to their WeChat Moments or group chats, and earn income when friends click the service details, generate traffic, calls, or add WeChat contacts.

Core Experience Breakdown

Before design, we identified target users to focus strategy, set design goals, and establish brand differentiation. Analysis of product manager input, field feedback, and millions of partner data points revealed four primary user groups: employed youth, elderly (grandparents), housewives, and students.

Based on these personas, we defined three visual style keywords: efficiency, high profit, and fun.

Efficiency : Refine functional framework, tighten process design, and restructure information hierarchy for better usability.

High Profit : Redesign page elements to convey a high‑earning atmosphere.

Fun : Introduce game‑like mechanics and multi‑dimensional sharing tasks so users earn while being entertained.

Design Presentation

Color System Upgrade : The original palette was chaotic. The new design retains the brand red, adds higher‑saturation yellow, green, blue, and purple as accents, and uses subtle gradients to energize the interface.

Homepage Upgrade for Conversion : Applying Cook’s Law, we reorganized functional layers, adjusted spacing, and simulated user browsing paths to optimize the focal area and improve traffic conversion.

List Upgrade for Focused Content : Following Nielsen’s F‑shaped visual pattern, we arranged information left‑to‑right, top‑to‑bottom, highlighted key numbers and buttons with distinct colors, and used spot patterns to enhance scan efficiency.

Personal Center Revamp : A light‑gray background de‑emphasizes the container, allowing content to stand out. Elements are regrouped and prioritized, with important information placed higher and secondary items displayed in layered lists for quick visual parsing.