基于用户体验路径的互联网普惠金融设计方法研究

RESEARCH ON THE DESIGN METHOD OF INCLUSIVE FINANCE NETWORK BASED ON PATH OF USER EXPERIENCE

随着互联网普惠金融的不断发展,越来越多的用户开始尝试体验互联网金融产品,为了解决在用户互联网金融投资体验过程中存在的观念保守、认知困难、投资障碍等问题。梳理了新手用户从观念感知、品类选择、产品购买到理财产品管理的完整使用路径,分析各个节点的用户需求和痛点,对比各金融平台的设计方法,寻找共性和最优解决方案。总结出影响用户行为的因素,提炼出有助于提升新手用户选购互联网金融产品体验的设计原则和方法。该原则和方法可以减少在互联网金融投资体验路径中的用户流失,为互联网金融产品平台的体验设计提供参考。

With the continuous development of inclusive finance network,more and more users begin to try to experience financial products of internet. In order to solve the problems of conservative ideas,cognitive difficulties,investment barriers and others in the process of user experience.This paper analyzes the complete use path for new users from perception of concepts,selection of categories,product purchase to management of financial products,and summarizes factors which affect user behaviors. Analyze the user needs and pain points of each node,compare the design methods of various financial platforms,and find common and optimal solutions.It epurates design principles and methods which are beneficial for new users to choose and purchase Internet financial products. reducing the bounce rate of the users in the experience path as far as possible,which provides reference for the experience design of the Internet financial product platform.