阿里云-通义实验室&千问 / Alibaba Cloud - Tongyi&Qwen
UI 体验设计师 · 2025 · 阿里云项目
阿里云 · 通义实验室 & 千问 AI体验设计
一句话概述:把一个大模型 AI 产品的「拉新」做成一条可被感知、可被传播的增长链路——以高校学生为「创作人」,用「曝光—报名—创作—激励—裂变」的全链路设计,把通义 App 的 AI 能力渗透进高校人群,并统一官网 / App / H5 / 听悟多端的通义视觉语言。 项目名称：阿里云 · 通义实验室 & 千问(重点:通义 · 高校百万创作人招募计划) 覆盖产品：通义官网、通义千问 App、通义听悟、创作人计划 H5 / Web 重点链路：高校百万创作人招募计划(曝光 → 报名 → 创作 → 激励 → 裂变 → 沉淀) 品牌视觉：紫色系通义品牌色,统一多端视觉语言
Summary: Transform the "acquisition" function of a large-scale AI product into a perceivable and disseminable growth link - with college students as the "creators", using a full-chain design of "exposure - registration - creation - motivation - fission", to integrate the AI capabilities of the Tongyi App into the college population, and unify the Tongyi visual language across multiple platforms such as the official website, App, H5, and Liumu. Project Name: Alibaba Cloud · Tongyi Laboratory & Qianwan (Key Point: Tongyi · Million Creator Recruitment Program for Colleges) Covered Products: Tongyi Official Website, Tongyi Qianwan App, Tongyi Liumu, Creator Plan H5/Web Key Links: Million Creator Recruitment Program for Colleges (Exposure → Registration → Creation → Motivation → Fission → Consolidation) Brand Vision: Purple color scheme for the Tongyi brand, unified visual language across multiple platforms
背景和问题
通义是阿里云通义实验室旗下的 AI 产品矩阵(通义千问 App、通义听悟等)。本专项横跨通义生态多个产品做体验设计,而作品集重点呈现「通义 · 高校百万创作人招募计划」这条增长链路——一次面向高校人群的 AI 创作者拉新活动。 它要解决的不是「再做一个好看的活动页」,而是三个真问题: 认知侧 — 大模型 / AI 产品对大众仍是新事物,「通义能帮我做什么」需要被讲清楚、被感知,而不是停留在「又一个 AI 工具」。 增长侧 — 高校是高活跃、高传播、对 AI 接受度高的人群,如何用一条低成本链路把他们拉进来、留下来、并主动传播出去。 一致性侧 — 官网 / App / H5 / 听悟多端多产品并行,需要一套统一的通义视觉语言与体验心智,避免各端各做各的。
Tongyi is the AI product portfolio under the Tongyi Laboratory of Alibaba Cloud (Tongyi Qianwen App, Tongyi Tingwu, etc.). This project covers the experience design of multiple products in the Tongyi ecosystem, and the portfolio focuses on presenting the "Tongyi · Million Creator Recruitment Program for Universities" growth link - a new user acquisition activity for AI creators targeting university students. What it aims to address is not "creating another attractive event page", but three real issues: Cognitive side - Large models/AI products are still new to the general public. "What can Zongyi do for me?" needs to be clearly explained and perceived, rather than remaining as "another AI tool". Growth side - Universities are a group with high activity, high dissemination, and high acceptance of AI. How to use a low-cost link to attract, retain, and actively spread them. Consistency side - The official website/App/H5/ListenWu have multiple products and platforms operating simultaneously. A unified Zongyi visual language and experience mindset is needed to avoid each platform doing things differently.
三个难点
1. AI 价值「可感知」难 — AI 能力强但抽象,要把「AI 能做什么」翻译成高校用户「我能用它做出什么」,降低上手门槛。 2. 增长链路「可闭环」难 — 招募拉新不能只做一个报名页,需要把曝光、认知、报名、创作激励、裂变传播串成一条自驱动的闭环,且每一环都有设计承接。 3. 多端多产品「可统一」难 — 官网、App、H5、听悟分属不同产品形态,要在不同载体上保持通义品牌与体验的一致性。 核心问题:如何把通义的 AI 能力,通过「高校百万创作人」这条增长链路,做成既能被高校用户感知价值、又能自发传播扩散的拉新闭环。
1. The "perceptibility" of AI value is difficult - AI has strong capabilities but is abstract. To translate "what AI can do" into "what I can achieve with it" for college users, the entry barrier can be lowered. 2. The "closed-loop" of growth links is difficult - Recruiting new users cannot just rely on a registration page. It is necessary to integrate exposure, awareness, registration, creation incentives, and viral dissemination into a self-driven closed loop, and each link should have design support. 3. The "unification" of multiple platforms and products is difficult - The official website, App, H5 belong to different product forms. Consistency of the coherent brand and experience should be maintained across different carriers. Core issue: How to leverage the beneficial AI capabilities to create a new user acquisition loop that can not only be perceived as valuable by university users but also spread and diffuse spontaneously through the "millions of creators in universities" growth chain?
设计目标&设计思路
业务目标：低成本拉新高校人群,渗透通义品牌与 App 在校园场景的使用心智 用户目标：清楚「通义能帮我做什么」,愿意报名创作、并主动分享给同学 设计目标：搭建「曝光—报名—创作—激励—裂变」的全链路设计,统一通义多端视觉语言 主线策略:把「拉新活动」重构成「创作者成长链路」——每一环都有设计承接,把高校学生从「被触达」一步步变成「主动创作者 + 传播节点」。 价值可感知(能力矩阵) — 用卡片化、场景化的能力入口,把通义 App 的 AI 能力(创作 / 效率 / 互动)讲成高校用户的真实使用场景,先让用户「看懂能干嘛」。 链路可闭环(招募链路) — 用「曝光 → 认知 → 报名 → 激励 → 裂变 → 沉淀」六段式承接,把报名活动做成一条自驱动闭环。 激励可持续(榜单 + 权益) — 用榜单排名做创作激励、用通义听悟会员权益(88VIP / VIP 卡)做参与钩子,把短期报名变成持续创作。 传播可扩散(分享体系) — 用分享页 / 分享卡片 / 缩略小窗,把每个创作人转化为新的传播节点,撬动高校社交关系链。 视觉可统一(品牌语言) — 以紫色系通义品牌色为主,统一官网 / App / H5 多端视觉与组件,保证多端心智一致。
Business objective: Achieve low-cost acquisition of university students and promote the use of the Tongyi brand and App in campus scenarios. User objective: Understand "what Tongyi can do for me", be willing to sign up for creation, and actively share it with classmates. Design objective: Build a full-chain design of "exposure - registration - creation - motivation - viral spread", and unify the visual language of Tongyi across multiple platforms. Main strategy: Transform the "acquisition campaign" into a "creator growth path" - each link is designed to be connected, gradually turning college students from "being reached" into "active creators + communication nodes". Value is Perceptible (Capability Matrix) - Using card-based and scenario-based capability entrances, explain the AI capabilities (creation / efficiency / interaction) of the Tongyi App in terms of real usage scenarios for college users, allowing them to "understand what it can do" first. Link is Closed-Loop (Recruitment Link) - Using a six-stage sequence of "exposure → cognition → registration → motivation → viral spread → consolidation", turn the registration activity into a self-driven closed loop. Incentive is Sustainable (Ranking + Benefits) - Use ranking lists for creative incentives and the benefits of Tongyi Listen and Understand membership (88VIP / VIP card) for participation hooks, turning short-term registrations into continuous creation. Dissemination is Diffusive (Sharing System) - Using sharing pages / sharing cards / thumbnail windows, convert each creator into a new dissemination node, leveraging the social relationship chain of universities. Visual is Unified (Brand Language) - Using the purple color scheme of Tongyi as the main color, unify the visual and components of the official website / App / H5 across multiple platforms to ensure consistent mental representation across all platforms.
用户体感
高校用户的体感是一条顺滑的旅程:在官网或 App 首页看到「招募计划上线」→ 在落地页搞懂规则和能得到什么 → 一键报名 → 用通义 App 的 AI 能力做出自己的内容 → 在榜单上看到排名被激励 → 顺手把分享卡片发给同学。理想状态:用户不觉得「我在参加一个推广活动」,而觉得「我成了通义的创作人,顺便用 AI 做出了点东西、还能上榜」。
The experience of college students is a smooth journey: On the homepage of the official website or app, they see "Recruitment Program Launched" → On the landing page, they understand the rules and what they can get → Click "Register" → Use the AI capabilities of the Tongyi App to create their own content → See their ranking on the list and be motivated → Easily share the card with classmates. Ideal state: Users don't feel "I'm participating in a promotional activity", but rather "I have become a creator of Tongyi, and by the way, I used AI to create something and even made it to the list."
沉淀和能力
增长链路设计范式:「曝光—认知—报名—激励—裂变—沉淀」六段式拉新链路,可复用于其他 AI 产品 / 活动的增长设计。 AI 能力可视化方法:把抽象 AI 能力翻译成「卡片化入口 + 场景化示例」的表达范式,降低新用户对大模型产品的认知门槛。 激励 + 权益打通模型:榜单激励 + 会员权益钩子的组合,把「一次性报名」做成「持续创作」。 通义多端视觉语言:官网 / App / H5 / 听悟统一的紫色系品牌视觉与组件,可作为通义生态的设计资产沉淀。
Growth Link Design Paradigm: A six-stage pull-new-user chain of "exposure - cognition - registration - incentive - fission - consolidation", which can be reused for the growth design of other AI products / activities. AI Capability Visualization Method: Translating abstract AI capabilities into an expression paradigm of "card-based entry + scenario-based examples", reducing the cognitive threshold for new users of large model products. Integration of Incentives and Benefits Model: A combination of list incentives + membership benefit hooks, transforming "one-time registration" into "continuous creation". Tongyi Multi-End Visual Language: Unified purple brand visual and components on the official website / App / H5 / Hearing and Understanding, which can be used as design assets for the Tongyi ecosystem.
复盘反思
链路环节较多,曝光到报名的转化漏斗需要数据回归来定位流失点,避免「每一环都做了但整体转化不高」。 AI 能力矩阵的「可感知」仍可更进一步——从展示「能做什么」到引导用户「第一次就做成一件事」,首次成功体验对留存影响更大。 高校人群的传播激励(榜单 + 分享)需要持续运营内容,单靠一次活动难以沉淀长期创作生态。 多端视觉虽已统一,但不同产品(官网 / App / 听悟)的体验颗粒度差异仍需持续对齐,避免「看着像、用着不一致」。
There are many links involved, and the conversion funnel from registration to exposure requires data regression to identify the points of loss, to avoid "doing everything in each link but the overall conversion rate is not high". The "perceptible" aspect of the AI capability matrix can still be further improved - from showing "what can be done" to guiding users "to achieve one thing for the first time", the first successful experience has a greater impact on retention. The dissemination incentives for the college population (list + sharing) require continuous operation of content. A single event alone is difficult to establish a long-term creative ecosystem. Although the multi-terminal visuals have been unified, the experience granularity of different products (website / App / Lixiu) still needs to be continuously aligned to avoid "looking the same but using differently".
Damien Wang · 产品经理作品集