How Scenario‑Based Design Transforms E‑Commerce: From User Needs to AR/VR Solutions

User Demands

NetEase Yanxuan’s primary users are 25‑35‑year‑olds who face fragmented time and seek high‑quality living. They need whole‑home or space‑level recommendations rather than isolated product listings, as shown by feedback indicating a strong desire for complete scene‑based purchases.

Enriching Experience

New retail concepts such as live streaming and AR/VR are introduced to address three pain points: single‑product focus, lack of scene context, and limited purchase channels.

Scene‑Oriented Strategy

Because offline stores and hotels are limited to certain cities, the solution brings offline scene experiences to mobile devices, ensuring broader coverage and consistent online‑offline experiences.

Design Solutions

Panorama + VR : Full‑view panoramic images provide an immersive, interactive browsing experience with low production cost. A demo panorama of a coffee‑shop corner was created using a mobile app, proving feasibility.

AR : Users can place 3D product models into their real environment, receive scene recommendations, and view related items, enabling multi‑product mixing and reducing purchase hesitation.

Live Streaming : Interactive live‑shopping sessions with price‑dropping mechanics engage users, increase dwell time, and drive one‑stop purchases.

Implementation Details

The entry point is placed in the “HOME” category, embedding panoramic lists with horizontal scrolling. The scene landing page displays all items from Yanxuan; clicking a dot navigates to the product detail, allowing users to add the entire scene to the cart.

VR support enables full‑screen viewing through VR glasses, with head‑ and eye‑based interactions to focus on product lists.

AR entry is integrated into the product detail page; after scanning the real environment, the system recommends a scene and places 3D models at a 1:1 scale, supporting drag‑and‑drop, specification switching, and multi‑item visualization.

Live streaming features a rule where each minute the price drops 10% until stock runs out, encouraging timely “bottom‑fishing” purchases.

Results and Takeaways

The panoramic solution launched during the 618 promotion, covering Yanxuan HOME and hotel scenes, received positive feedback for its novelty and efficiency. AR currently supports nine SKUs on iPhone 6s and above, with a pending appearance patent. Live streaming, introduced during Double‑12, achieved high user interest and boosted brand perception.

Overall, the scenario‑based approach demonstrates how visual design, emerging technologies, and user‑centered analysis can create immersive, one‑stop e‑commerce experiences.