• The Taobao App Store is one of the Android application markets in China in place of the Google Play Store.

• Most of the users of the Taobao App Store come from the Taobao Marketplace because they have accounts of the latter. They will get some points reward after downloading apps, and these points can be used in Taobao.com to shop as cash.

• The product line of the Taobao App Store include Android client, PC client, user Website and developer Website.

• The whole project tooked 4 months (from August to December in 2014) and has attracted millions of uesrs. I was responsible for the Version3.0 (mentioned later), including  feature upgrade, user experience flow and interaction design. 

1.Information Visualization

I analyzed all functional modules using the data of version 2.0 from real users to understand the user flow and click rates. On the other hand, I interviewed target users to understand how they manage their mobile phone data and what kind of tasks they do when connected with computers. I visualized these information to explain what function modules have been extended and what else can be extended.

2.Organize information

From the data analysis, we understood that users didn't use our previous product quite often. They usually used our product to deal with apps batch updates or download large size games. In the interview, I found that users often connect computers to charge their phones while making backup for photos, music and videos, while few download e-books in PC clients. Users also reflected that they were confused by the overly complicated main interface which have too many options to select. Functions in version 2.0, such as mobile phone capacity, screenshots, e-books, can be simplified, or removed. In version3.0, we provide main function modules including: custom phone setting, recommended applications, photo, media and application management.

3.Set the priority

According to the user feedback and data analysis, we redefined PC client product to forcus on mobile data management, with the application management simplified (moving to mobile client). We made the experience to photo backup less disturbing by setting up default automatic process on connecting (or minor notice if set).  We also filtered the recommended applications to the users, to help them make a quick choice. As game is an important branch of the product, we provided an independent entry for users to download. Other application downloads can be found on the mobile client. The following is the PC client Version 3.0 user experience flow.

4.Relations:

I expressed the functional modules into interaction design as the following six ideas. After discussion and evaluation, we selected idea 1 and 6 to do in-depth design. We have the following considerations in the assessment:

• Focused content: Display the most useful information in a limited space. Idea 2 and 3 involve too many distracting action points.

• Clear information: Reduce users' thinking time, make a choice quickly. The navigation of idea 4 and 5  is folded, which requires more operations. Idea 1's main menu is too small. Idea 6's secondary menu is too hidden. Idea 1 and 6 can be combined in the in-depth design.

5.Highlight the advantages

Most application market competing products always push too much app content to disturb the user. In the meantime, users are switching from PC to mobile devices. In light of this trend, in version3.0, we reduced the unnecessary push, provided more intelligent function to manage smart phone, pushed more accurate application recommendations, all of which bring better value to users. The following is the Version3.0 interactive flow chart.