Xiaohongshu

Xiaohongshu

Live Room UI Upgrade

Live Room UI Upgrade

2024

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UX design

Xiaohongshu, as a young lifestyle sharing platform, boasts a massive young user base mainly concentrated in first and second-tier cities in China and among overseas Chinese. By 2022, the Daily Active Users (DAU) had surpassed 100 million. Users share snippets of their lives by posting image-text notes, short videos, and live streams, generating billions of content exposures daily across various lifestyle areas such as fashion, skincare, makeup, gourmet food, travel, movies, reading, and fitness. Live streaming is a core revenue module of Xiaohongshu, showcasing distinct characteristics, like a predominance of female users who are young, high spenders, brand-conscious, and in pursuit of a refined lifestyle.

Xiaohongshu, as a young lifestyle sharing platform, boasts a massive young user base mainly concentrated in first and second-tier cities in China and among overseas Chinese. By 2022, the Daily Active Users (DAU) had surpassed 100 million. Users share snippets of their lives by posting image-text notes, short videos, and live streams, generating billions of content exposures daily across various lifestyle areas such as fashion, skincare, makeup, gourmet food, travel, movies, reading, and fitness. Live streaming is a core revenue module of Xiaohongshu, showcasing distinct characteristics, like a predominance of female users who are young, high spenders, brand-conscious, and in pursuit of a refined lifestyle.

小红书作为一个年轻的生活方式分享平台，在中国拥有庞大的年轻用户群体，主要集中在一二线城市和海外华人中。截止到2022年，日活用户（DAU）已经超过了1亿。用户通过发布图文笔记、短视频和直播，记录和分享他们的生活点滴。每天，社区都会产生数十亿次的内容曝光，覆盖时尚、护肤、彩妆、美食、旅行、影视、读书、健身等各个生活方式领域。直播业务是小红书平台的核心营收模块，无论是主播还是观众，都展现出与其他平台不同的特点，例如女性用户较多、年轻、高消费、注重品牌和追求精致生活等。

小红书作为一个年轻的生活方式分享平台，在中国拥有庞大的年轻用户群体，主要集中在一二线城市和海外华人中。截止到2022年，日活用户（DAU）已经超过了1亿。用户通过发布图文笔记、短视频和直播，记录和分享他们的生活点滴。每天，社区都会产生数十亿次的内容曝光，覆盖时尚、护肤、彩妆、美食、旅行、影视、读书、健身等各个生活方式领域。直播业务是小红书平台的核心营收模块，无论是主播还是观众，都展现出与其他平台不同的特点，例如女性用户较多、年轻、高消费、注重品牌和追求精致生活等。

Designing a framework for user content｜为用户内容设计框架

Xiaohongshu’s live-streaming rooms are primarily categorized into two types: interactive live rooms and e-commerce live rooms, distinguished intuitively by users through the presence or absence of a shopping cart feature. In designing the display features at the bottom of different types of live rooms, we decided the Click-Through Rate (CTR) weights of various features through data analysis based on the penetration and frequency of feature usage, specifically prioritizing as follows: shopping bag > gifts > notes > connecting microphones. Interactive live rooms default to showing "gifts", "notes", and "connecting microphones", while e-commerce live rooms display "gifts" and "shopping bags".

小红书直播间主要分为两类：互动直播间和电商直播间。用户最直观的感受是直播间是否有购物车功能。在设计不同类型直播间的底部展示功能时，我们根据功能的使用渗透率和频次，通过数据分析确定了各功能的CTR权重，具体为：购物袋 > 礼物 > 小纸条 > 连麦。互动直播间默认展示“礼物”、“小纸条”和“连麦”，而电商直播间显示 “礼物 ”和 “购物袋”。

Stable information structure｜稳定的信息结构

According to the business attributes and information layout, we define three information layers, namely immediate, cyclic and constant, and correspondingly endow them with three dynamic modes, namely smooth, soft and energetic, to stabilise the overall information structure while providing a more compatible live room framework for the future development of the business.

我们根据业务属性和信息布局，定义了即时、循环、恒定三层信息层，并对应赋予他们流畅、柔和、活力三种动态模式，在稳定整体信息结构的同时，为业务未来的发展提供了更具兼容性的直播间框架

Building Brand Perception｜品牌感知的构建

To better convey Xiaohongshu's brand perception, we decided to emphasize the "shopping bag" as a key symbol requiring enhancement and expression. The shopping bag, besides being a symbol of transaction entry on the Xiaohongshu live-streaming platform, is also a crucial element in brand design. As a unique design element, it aligns with users' pursuit of brand value perception.

为了更好地传达小红书的品牌感知，我们决定将“购物袋”作为需重点升级和表达的品牌符号。购物袋不仅是小红书直播平台交易入口的符号，同时也是品牌设计中的重要元素。购物袋作为一个独特的设计元素，能够与用户对品牌价值感的追求相结合

Live shopping with more atmosphere｜更有氛围的购物直播

In order to better convey the brand perception of Xiaohongshu, we decided to focus on the ‘shopping bag’ as the brand symbol to be upgraded and expressed. The shopping bag is not only the symbol of the trading entrance of Xiaohongshu's live platform, but also an important element in the brand design. Combined with the user order chain in the live room, the symbol in the pre-order, order, settlement in the three scenes of emotional design, to strengthen the brand symbol at the same time to enhance the sense of atmosphere of the shopping chain, to enhance the user's willingness to order!

为了更好地传达小红书的品牌感知，我们决定将“购物袋”作为需重点升级和表达的品牌符号。购物袋不仅是小红书直播平台交易入口的符号，同时也是品牌设计中的重要元素。结合用户在直播间下单链路，将符号在下单前、下单中、结算中三个场景中进行情感化设计，强化品牌符号的同时增强购物链路的氛围感，提升用户的下单意愿。