Issuu

ANJUHE Real Estate app

Chaotic interaction layout

Illogical arrangement between content modules

Disorganized page information architecture

Outdated page visual design

Poor user experience

Easily causes users to develop distrust toward the product

Pre-redesign interface

Lacking substantial membership benefits

Benefits and services insufficient to attract users

Requires excessive accumulation of experience points for level advancement

Unclear page hierarchy

Key features not sufficiently emphasized

Unclear content hierarchy on product pages

Project background

From the customer's perspective, the membership benefits lack particular appeal, and the experience points required for membership upgrades are difficult to obtain. However, customers have progressive expectations for benefit upgrades and enhancements.

Business Challenges

The system involves online broker business, including multiple roles, multiple scenarios, and both online + offline processes.

Users lack identification with the membership growth system and lack judgment regarding membership service quality.

From the product perspective, the current membership system version receives minimal maintenance and fails to meet the requirements for membership service quality. It struggles to adapt to the domestic real estate transaction environment, creating an urgent need for a membership system upgrade.

Business

Based on business demands, enhance the perceived value of membership privileges, gradually guiding users to complete tasks and utilize their acquired benefits.

Segment user behavior into four stages: perception, decision-making, action, and retention. Develop targeted design strategies for users at different membership growth stages, leveraging experience design to create emotional value for users.

Interpret the user’s visual perception through three aspects: hierarchy awareness, benefit awareness, and value awareness. Deliver a consistent sensory experience to users, establish their perception of membership levels, and align their cognitive understanding.

Tier System

There are four membership levels, L1 to L4. The more interactive experience a user accumulates, the higher their level.

Color System

Assign each membership tier a corresponding color personality and emotional tone. Visually, convey this through membership cards, using color variations to differentiate between levels. To enhance differentiation, a dark background is applied.

Tier

Black Diamond

Gold Diamond

Red Diamond Tier

Blue Diamond Tier

Membership Badge

The design features a translucent, colorful diamond-crystal house, giving the badge a glossy and radiant effect, symbolizing the prestige of a diamond.

Tier Title

Enhance the tier label by adding corresponding titles, allowing users to perceive level progression and uniqueness.

Growth Progress

Guide and prompt users to complete more tasks to unlock higher tiers and additional membership benefits.

Original Membership Card

The design is simple, with a cluttered layout and lacks a sense of prestige.

Membership Badge

The card activation page, as a key conversion page, adopts a rounded-corner gradient fill design to enhance visual perception.

Landlord Membership Center Benefit Icons

Designed with solid color fills, making the icons smoother and more rounded, encouraging users to click and interact.

Membership Growth Task Icons

The card activation page, as a key conversion page, adopts a rounded-corner gradient fill design to enhance visual perception.

The Membership Center serves as the core representation of the entire membership system. Functionally, it connects the front-end pathways of various subsystems while extending the back-end processes, covering pages such as redemption and benefits management. Before redesigning the Membership Center, it is essential to thoroughly map out the system’s benefits and touchpoints, ensuring a clear representation of their relationships and an accurate interpretation of each module’s business functions.

糖炒粒子

会员中心房东会员

当前成长值1000

1000/2000

Member Personal Information

The information is minimal but takes up a large portion of the layout.

Nameplate

The nameplate lacks any brand tone.

Task Area

Extracting task information is difficult. Low membership conversion rate.

before After

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Sense of Prestige

Align with the member's sense of prestige and status, enhancing the brand's tone.

Benefit Perception

Enhance membership benefit awareness with a clear overview of privileges, increasing membership conversion rates.

热门任务

Information Simplification

Present benefits and promotions in various formats with clear hierarchy, ensuring a streamlined and concise information display.

How to Guide Users to Upgrade and Use Their Benefits?

Users may not be clear about what to do in the pre-upgrade, mid-upgrade, and post-upgrade stages, or how to quickly upgrade and receive more benefits. To address this, we have improved the process flow by providing clearer guidance, so users can easily understand the tasks and goals at each stage. This will allow users to complete tasks and utilize their benefits in a more structured and organized way, while achieving positive feedback for both upgrades and rewards, fostering a better positive feedback loop.

In the member lifecycle, user behavior is divided into four stages: perception, decision-making, action, and retention. Tailored design strategies are implemented for each stage to drive the development of users throughout their membership journey.

Perception Stage

Provide space for efficient value delivery.

Provide space for efficient value delivery. Decision Stage

Reduce obstacles for users to achieve their goals. Action Stage

Retention Stage

Guide users to enjoy their benefits.

Multi-scenario exposure

Enhance product value

Increase user value

Ensure users are aware of their rewards

Enhance repurchase & sharing promotion

Strengthen exclusive member benefits, refine the membership value system, establish a clear membership growth path, and effectively communicate key membership milestones and privileges.

Personal Homepage Membership Entry

Guide Users to Upgrade Their Consumption

Direct Impact on Benefit Utilization

Refined communication assists users in value calculation, consolidates benefits to emphasize key information, and integrates rational and emotional perception.

Emotional: Guide users' deeper motivations

Rational: Communicate positive value and benefits

Prestige Badge

Reduce obstacles for users to achieve their goals

Provide easy access to membership activation, and integrate the payment process upfront.

Checkout Counter

First-time activation of Anjuke membership is free. The activation section highlights membership benefits and instant level upgrade.

Checkout Counter

Based on operational strategies, the system defaults to recommending the annual membership service and its discounts. Users can disable the auto-renewal option as needed. The full cashback amount is displayed next to the total price, highlighting membership benefits and discount value to encourage activation.