天天秒杀 / Tiantian Flash Sale
UI 体验设计师 · 2025 · 淘宝项目
天天秒杀
产品定位 淘工厂团队运营、运行于支付宝小程序内的电商秒杀产品(完整电商体验:首页 / 红包 / 购物车 / 我的) 职责范围 丰收节主会场视觉、红包生态(三类天秒红包 / 增发 / 混资 / 全额返)规范、首页与商详承接、签到 / 1 分购 / 晚 8 点狂补等玩法 UI 核心心智 红包贯穿全路径
Product positioning The Taofactory team operates and runs an e-commerce flash sale product within the Alipay mini-program (complete e-commerce experience: home page / red envelopes / shopping cart / my page) Responsibilities Visual design for the main event of the Harvest Festival, red envelope ecosystem (three types of instant red envelopes / additional issuance / mixed investment / full refund) standards, homepage and product detail承接， sign-in / 1 point purchase / late-night 8 p.m. rush replenishment and other gameplay UI Core concept Red envelopes run through the entire process
背景和问题
天天秒杀是淘工厂在支付宝小程序内运营的电商秒杀产品,完整覆盖首页 / 红包 / 购物车 / 我的四 tab,商品类目广(数码 / 百货 / 服饰 / 美妆 / 车品 / 婴幼儿等)。产品以「红包」为核心心智——已有多类型(普通 / 设首 / 还原 / 渠道 / 任务 / 超值满减 / 签到 / 增发等)、多状态(可用 / 到期 / 生效 / 暂不可用)、多触点(顶部红包模块 / 商详 / 签到 / 全额返 / 底部 tab)的红包系统。
Tiantian Flash Sale is an e-commerce flash sale product operated by Taofactory within the Alipay mini-program. It fully covers the four tabs of the homepage / red envelopes / shopping cart / my account. The product category is extensive (digital / general merchandise / clothing / cosmetics / car accessories / infants and children, etc.). The product is centered around the concept of "red envelopes" - there are multiple types (ordinary / featured / restored / channel / task / super discount / sign-in / additional issuance, etc.), multiple states (available / expired / effective / temporarily unavailable), and multiple touchpoints (top red envelope module / product details / sign-in / full refund / bottom tab).
丰收节设计目标
业务目标 提升 M0AAC 高意图人群的下单转化,沉淀红包生态为长期心智资产,放大丰收节节点效应 用户目标 在用户全路径(首页 → 商详 → 下单 → 购后 → 复访)都能感知到清晰、可叠加、可用的红包钩子,降低决策与跳出成本 设计目标 把多类型红包 × 多触点统一为一套贯穿全路径的红包生态闭环,以数据洞察驱动设计动作
Business Goals Improve the order conversion rate among high-intent users of M0AAC, consolidate the red envelope ecosystem into long-term mental assets, and amplify the effect of the Harvest Festival node. User Goals Users should be able to perceive clear, cumulative, and usable red envelope hooks throughout the entire path (home page → product details → placing order → post-purchase → revisit), reducing decision-making and bounce costs. Design Goals Unify various types of red envelopes × multiple touchpoints into a single red envelope ecosystem loop that runs through the entire path, and drive design actions based on data insights.
设计思路
主线策略:让红包贯穿用户全路径,把丰收节做成天天秒杀红包心智的节点放大器。 四条线 + 一个数据起点: 数据起点 — M0AAC 商详 25S+ 高意图未购 18.8%,作为整套设计的目标对象与衡量基线。 商详增发(临门一脚) — 高意图人群在商详停留 N 秒无下一步操作时,如无可用高费比红包则增发、如有则强化催用,把"再降 X 元 / 发了 X 元红包"前置到决策窗口,直接承接下单。 首页承接 + 留存 — 顶部红包模块(默认展开 X 秒自动收起、上滑吸顶、点击筛选、多数量自适应)+ 签到连签 4 天阶梯权益(8 折 → 7.5 折 → 7 折 → 5 元无门槛)+ 设首红包 + 添加到首页,把首页做成红包心智的核心承接位与复访锚点。 复购钩子(全域透出) — 下单全额返跨 8 触点透出(feeds 提示 / 首页浮标 / 商详飘条 / 订单页资源位 / 退挽弹窗 / 顶部搜索提醒 / 购后弹窗 / 我的订单入口),并配返回路径教育,把单次下单变成下一次回访的开始。 节点放大(丰收节) — 在日常红包基础上叠加丰收节专属玩法(膨胀红包 / 商家混资 / 人群混资 / 1 分购 / 晚 8 点狂补 / 支付宝红包 × 天秒红包叠加),做"加层而非覆盖"。
Main strategy: Make red envelopes a consistent part of the user's entire journey, and turn the Harvest Festival into a booster for the users' mental perception of daily instant red envelope grabbing. Four lines + one data starting point: Data starting point - M0AAC Detailed Information 25S + High Intent Unpurchased 18.8%, serving as the target group and baseline for the entire design. Detailed Information Bonus (Closing Touch) - If high-intent users stay on the detailed information page for N seconds without taking any further action, and there are no available high-cost-benefit red envelopes available, additional red envelopes will be issued; if there are, the usage will be strengthened. Place "Reduce X Yuan / Issued X Yuan Red Envelope" at the front of the decision window and directly link it to the order placement. Homepage Convergence + Retention - Top red envelope module (default expands for X seconds and then automatically collapses, swiping up to push up, clicking for filtering, adaptive for multiple quantities) + Daily Sign-in 4-day Staircase Benefits (80% → 75% → 70% → 5 Yuan No Threshold) + Set the top red envelope + Add to Homepage, making the Homepage the core convergence position and retention anchor point for the homepage. Re-purchase Hook (Global Disclosure) - Full refund for the entire order at 8 touchpoints (feeds prompt / homepage floating banner / detailed information scroll bar / order page resource position / return prompt / top search reminder / post-purchase prompt / my order entry), and provide return path education, turning a single order into the start of the next visit. Node Expansion (Harvest Festival) - On top of the daily red envelopes, add exclusive gameplay for the Harvest Festival (expanded red envelopes / merchant mixed funds / crowd mixed funds / 1-point purchase / late 8 PM rush replenishment / Alipay red envelope × second-second red envelope stacking), doing "addition rather than replacement".
沉淀和能力
数据驱动设计方法论:数据洞察 → 人群拆解(M0AAC × 商详停留时长)→ 全路径红包承接 → 指标回归,可复用于其他人群转化项目。 红包生态资产:多类型(普通 / 设首 / 还原 / 渠道 / 任务 / 超值满减 / 签到 / 增发 / 爆 / 膨胀)× 多状态 × 多触点的红包系统,是支付宝小程序电商产品建立长期心智的关键资产。 组件库沉淀:顶部红包模块(展开 / 收起 / 吸顶 / 筛选 / 多数量自适应)、商详增发红包(无 → 增发、有 → 强化、价格滚动)、签到连签组件、下单全额返浮标 + 飘条 + 弹窗 + 购后弹窗 + 退挽弹窗、设首红包,均可跨节点、跨日常复用。 节点放大日常的设计范式:丰收节如何在不淹没天天秒杀日常红包心智的前提下放大它,沉淀了「加层而非覆盖」的视觉与玩法叠层逻辑。 平台差异化资产:支付宝红包 × 天秒红包可叠加 / 添加到首页 / 设首红包,是支付宝小程序生态下独有的产品语言。
Data-driven design methodology: Data insight → Audience segmentation (M0AAC × average duration of detailed product page visit) → Full-path red packet acquisition → Indicator regression, which can be reused in other crowd conversion projects. Red packet ecosystem assets: Various types (ordinary / exclusive launch / restoration / channel / task / super value discount / sign-in / additional issuance / explosion / expansion) × multiple states × multiple touchpoints of the red packet system, is a key asset for establishing long-term brand recognition for Alipay mini-program e-commerce products. Component library accumulation: Top red packet module (expand / collapse / floating top / filtering / adaptive for multiple quantities), additional red packet for detailed product pages (no → additional issuance, yes → strengthening, price scrolling), sign-in consecutive sign-in component, full refund floating bar + banner + pop-up + post-purchase pop-up + return reminder pop-up, exclusive launch red packet, can be reused across nodes and daily operations. Design paradigm of expanding daily design: How the Harvest Festival can be expanded without overwhelming the daily red packet brand recognition of the instant sale, has accumulated the visual and gameplay layering logic of "adding layers rather than covering". Platform differentiated assets: Alipay red packet × Tianse red packet can be stacked / added to the homepage / exclusive launch red packet, is a unique product language in the Alipay mini-program ecosystem.
复盘反思
18.8% 高意图人群只是一个粗粒度起点,后续应按商详停留时长(25S / 45S / 60S+)分层,做更细的承接差异化。 多类型红包虽已组件化,但用户对各类红包(普通 / 爆 / 膨胀 / 增发 / 混资)的认知差异仍偏弱,需在文案与视觉上做更清晰的层级表达。 退挽弹窗与购后弹窗是高敏感触点,频次与文案需要更精细打磨,避免造成反向流失。 丰收节作为节点生命周期短,后续可探索更多节点(春节 / 双 11 / 双 12)的统一节点放大范式。
18.8% of the highly-intentioned users represent only a rough starting point. Subsequently, they should be segmented based on the duration of detailed shopping pauses (25S / 45S / 60S+), and more detailed and differentiated follow-up measures should be implemented. Although the various types of red envelopes have been modularized, users' understanding of different types of red envelopes (ordinary / explosive / expanding / additional issuance / mixed investment) is still relatively weak. Clear hierarchical expressions need to be made in the copywriting and visual aspects. The return and dismissal pop-ups and the post-purchase pop-ups are highly sensitive touchpoints. The frequency and copywriting need to be more finely refined to avoid causing reverse attrition. The Harvest Festival is a short-term node, and subsequent exploration of more nodes (Spring Festival / Double 11 / Double 12) of a unified node expansion model can be considered.
Damien Wang · 产品经理作品集