How a Data‑Driven Redesign Boosted Home Page Engagement and Brand Trust

Project Background

The "到家" product progressed through startup, growth, maturity, and bottleneck phases, eventually completing core functionality and establishing a brand image. With a solid user base, the team collaborated with user research to redesign the home page, aiming to enhance fine‑grained operations, improve user retention, and expand usage scenarios.

Project Process

Through user interviews, the team identified key pain points: difficulty recognizing images and text, lack of personalization, poor aesthetics, and cluttered layout. Users emphasized a desire for three‑dimensional, premium visuals, associating visual upgrades with higher service quality. The team clarified product goals—boosting home page distribution efficiency and retention—derived design objectives, and conducted brainstorming sessions focusing on efficiency, trustworthiness, exclusivity, and service orientation.

Design Implementation

The visual upgrade addressed color, graphics, texture, and copy. A new color system emphasized the brand's green, while icons were categorized by business type to reduce cognitive load. Graphics shifted from flat laborer illustrations to three‑dimensional tool icons, creating a premium feel and signaling service quality. Light and texture effects were introduced to convey a warm, comfortable home atmosphere.

Operational sections were refined: a top‑level operation area was added, with tailored display rules for different activity tiers. Major events received distinct color schemes, supporting visuals, and character illustrations to enhance engagement. Video feed content was regulated to improve browsing experience, and personalized recommendations were introduced based on location, weather, and user behavior, increasing relevance and perceived value.

Multiple iteration cycles culminated in a new home page that showcased more services, reinforced brand exclusivity, and heightened operational awareness, delivering a fresh user experience and stronger business outcomes.