How User Research Drove a Complete Redesign of an Online Earning Platform

Research Background

58, as a platform product, faces large information volume, diverse categories, clear user segmentation, varying user cognition, and high education cost, making it difficult to precisely meet user needs.

Consequently, content struggles to connect efficiently with users, leading to user loss during lengthy searches. To connect users and content in the online earning business, we first need to understand our users better.

User Research

We conducted a questionnaire and produced a User Research Report. Findings show three user characteristics:

Younger users;

Nearly half have higher education, followed by high school, indicating relatively high cultural level;

Occupations mainly students, stay‑at‑home parents, freelancers.

New users care more about privacy and have lower trust in online earning; old users focus on task rewards, complain about limited task types, high difficulty, and low search efficiency.

Therefore, we prioritized task types, difficulty, search efficiency, platform trust, and reward mechanisms.

Redesign Focus

Expand Task Types

We reorganized page structure, adding reliability, usability, and creative requirements beyond functional ones, and adopted modular design for a clearer layout.

Match Task Difficulty

We introduced customized guides for different user groups (e.g., beginner, student, stay‑at‑home parent) to present low‑difficulty, high‑quality tasks that match user profiles.

Improve Search Efficiency

We split task categories into four visible groups, clarified content classification, and optimized the task list with card design and highlighted membership benefits.

We also added multi‑dimensional recommendations to keep users engaged.

Increase Platform Trust

We incorporated trust design, branding the part‑time guarantee to reassure users about safety.

We enhanced visual presentation with a frosted‑glass design language to strengthen brand perception and trust.

Enhance Earning Atmosphere

We added a header atmosphere image, a ranking leaderboard, and refined entry designs to improve safety feeling and earning motivation.

Data Performance

The new detail page is live; UV click‑through rate and daily settlement volume have increased significantly, confirming the effectiveness of our approach.

Reflection Summary

Key lessons include layered problem solving, thorough user research, and making design decisions based on product characteristics to improve connection efficiency.

We hope this project provides useful insights and assistance.