How Baidu Wenku Revamped Its UI for a Younger Audience: A Design Case Study

Project Background

Baidu Wenku APP is an online document sharing platform that has been online for more than ten years, making it a true "old‑brand" internet product. With the maturation of the internet and an influx of younger users, the cultural context and popular trends have shifted. Monitoring user feedback showed that the current experience no longer meets diverse user needs, and visual style, interaction methods, and overall feel are perceived as outdated and out of sync with current trends.

Creating a Youthful Perception Inside and Out

Insights from the young market revealed that younger users demand multidimensional product qualities: high aesthetic appeal, convenience, smoothness, openness to new experiences, and immersive emotional interaction. Therefore, the redesign cannot focus solely on the product’s "appearance"; it must upgrade visual design, user experience, and interaction across the board to build a youthful perception from the inside out.

Renewal Path for an "Old‑Brand" Internet Product

2.1 Visual Upgrade – More Attractive

Multiple visual redesigns were implemented to refresh the app’s look, making it more vibrant and aligned with contemporary design trends.

2.2 Experience Upgrade – More Usable

The experience overhaul focused on improving usability, streamlining interactions, and ensuring a smoother, more intuitive workflow for users.

Final Thoughts

From the early days of UI design, designers used skeuomorphic styles to help users understand interfaces. As users become increasingly familiar with mobile screens, designers can explore broader possibilities. The product and its users must grow together, which is the essence of youthful design. Looking ahead, the team will maintain curiosity and a spirit of exploration, continuously refining the product experience alongside its users.