盒马NB日常工作项目 / Hema NB's daily work projects
UI用户体验设计师 · 2022 · 盒马项目
盒马鲜生 · 盒马NB日常工作
一句话概述:任职盒马鲜生设计中心期间,长期承接盒马 NB(邻里)社区团购业务的日常 UI 与视觉设计——以营销新模式探索、品质感氛围打造、模版与组件沉淀、IP 资产建设为四条主线,把高频运营做成可持续的设计交付与提效赋能。 职责范围 活动主 KV 与日常模版的主创设计、团队作业流程搭建、最终设计审核;NB 业务日常营销、会场、海报、IP、直播间的视觉方向把控,模版与组件沉淀,提效赋能 工作模式 主创做主 KV / 日常模版 → 下放实习生 + 外包团队执行 → 我做最终审核与品控 协作 盒马鲜生设计中心、NB 业务方、运营 业务场景 社区团购(NB / 邻里)日常运营
Summary: During the tenure at the Hema Fresh Design Center, I was responsible for the daily UI and visual design of Hema's NB (neighborhood) community group buying business - focusing on exploring new marketing models, creating a sense of quality and atmosphere, consolidating templates and components, and building IP assets. I aimed to turn frequent operations into sustainable design deliverables and efficiency-enhancing capabilities. Responsibilities Original design for event main key value propositions and daily templates, establishment of team operation processes, final design review; daily marketing of NB business, venue, posters, IP, live streaming rooms, visual direction control, template and component consolidation, efficiency enhancement Work mode Original creator for main key value propositions / daily templates → delegation to interns + outsourcing team for execution → final review and quality control by me Collaboration Hema Fresh Design Center, NB business party, operations Business scenario Daily operation of community group buying (NB / neighborhood)
背景和问题
盒马 NB(邻里)是盒马鲜生的分事业体,负责社区团购业务。任职期间作为 主创设计,带实习生 + 外包团队长期承接 NB 业务的日常 UI / 视觉设计——覆盖营销新模式探索、体验模式创新、提效赋能、创意超级符号打造、节日氛围、会场全链路传达、品质感氛围、大牌组件、品牌墙动效、分会场模版、feeds、模版规范、会场 kv、首焦改版、IP(小河马)等多个方向。 工作模式:活动主 KV 与日常模版由我作为主创完成 → 下放给实习生和外包团队执行 → 我做最终审核与品控。这是一种「主创定标准 + 团队规模化执行 + 我把品控关」的协同模式,核心目的是让有限的主创精力撬动远高于单兵作业的产出。
Hema NB (Neighborhood) is a subsidiary of Hema Fresh Market, responsible for community group buying business. During my tenure, as the lead designer, I led interns and an outsourcing team to undertake the daily UI/visual design for the NB business - covering exploration of new marketing models, innovation of experience models, efficiency enhancement and empowerment, creation of creative super symbols, festival atmosphere, full-chain communication at the venue, quality atmosphere, big brand components, brand wall animations, sub-venue templates, feeds, template specifications, venue KVs, first-frame redesign, IP (Little Hippo), etc. in multiple directions. Work mode: The activity main KV and daily templates are completed by me as the main creator → delegated to interns and outsourcing teams for execution → I conduct the final review and quality control. This is a collaborative model of "main creator sets standards + team conducts large-scale execution + I handle quality control". The core purpose is to leverage the limited energy of the main creator to achieve output far exceeding that of individual efforts.
四个难点
1. 业务节奏快、交付频次高 — 日常营销动作密集,需在保证品质感前提下完成高频设计交付。 2. 场景跨度广、视觉易割裂 — 营销 / 会场 / 海报 / IP / 直播间多场景并行,需统一视觉语言并沉淀可复用模版与组件,避免每次重做。 3. 集团策略 vs 业务特色的张力 — 既要承接盒马鲜生品牌大方向,又要做出盒马 NB 分事业体的辨识度与差异化。 4. 团队协同与品控 — 实习生 + 外包能力参差、风格不一,如何在规模化执行下保住设计品质的下限与一致性,是单兵作业不会遇到的关键命题。 核心问题:如何在高频运营下,既稳住单次品质,又沉淀可持续复用的设计资产,把"做不完的需求"转化为「主创定标准、团队规模化执行、品控保下限」的设计系统。
1. The business pace is fast and the delivery frequency is high - Daily marketing activities are intense, and high-frequency design delivery must be completed under the premise of ensuring quality. 2. The scope of scenarios is wide and the visuals are easily fragmented - Marketing / event venue / posters / IP / live streaming rooms operate in parallel across multiple scenarios, and a unified visual language must be established and reusable templates and components must be accumulated to avoid redoing everything each time. 3. The tension between group strategy and business characteristics - We need to both follow the main direction of the Hema Fresh brand and create the recognition and differentiation of the Hema NB business unit. 4. Team collaboration and quality control - Interns and outsourcing capabilities vary and have different styles. How to maintain the lower limit and consistency of design quality under large-scale execution is a key issue that solo work does not encounter. Core issue: How to maintain the quality of each individual operation while also accumulating sustainable reusable design assets under high-frequency operations, and transform "unending demands" into a design system of "creative team setting standards, team-scale execution, and quality control maintaining the lower limit".
设计目标
业务目标 支撑 NB 业务高频日常营销与直播运营,服务大盘转化与心智沉淀 用户目标 在 NB 场景获得统一、有品质感、有节日氛围的购物体验 设计目标 沉淀模版 / 组件 / IP 等长期设计资产,以提效赋能支撑高频业务,做出盒马 NB 的视觉差异化
Business Objectives Support high-frequency daily marketing and live streaming operations for NB services, and serve for overall conversion and brand perception establishment User Objectives Obtain a unified, high-quality, and festive shopping experience in the NB scenario Design objective Stabilize long-term design assets such as templates, components, and IPs to enhance efficiency and support high-frequency business, and create visual differentiation for Hema NB
设计思路
主线策略:把高频运营做成可持续的设计系统——主创定标准、模版化下放、品控保下限、IP 化建心智。 四条设计主线 + 一条作业主线: 作业模式(主创 + 团队协同) — 我作为主创完成活动主 KV 与日常模版,沉淀清晰可执行的设计规范后下放实习生 + 外包团队批量执行,最后由我审核把品控关。这是支撑高频交付的底层操作系统。 营销新模式探索 + 体验模式创新 — 在高频需求里挖出可复用的新玩法、新触点,把"接需求"转化为"提方案"。 创意超级符号 + 节日氛围打造 — 用强视觉锤(符号 / 节日氛围)做单次活动的破局点,放大单次传播力。 品质感氛围 + 大牌组件 + 品牌墙动效 — 在日常品类基础上做品质感升级,匹配品牌日 / 嗨购节等大牌合作场景。 分会场模版 + feeds + 模版及规范 + 会场 kv + 首焦改版 — 用模版与规范把高频会场设计降本,空出时间打磨重点项目。 IP 小河马 — 以 IP 作为长期心智资产,把单次活动情绪沉淀为可记忆的品牌角色。
Main strategy: Transform high-frequency operations into a sustainable design system - the main creators set standards, delegate templates, maintain quality control at the lower limit, and build an IP-based mindset. Four main design lines + One main operation line: Work Mode (Lead Creator + Team Collaboration) - As the lead creator, I complete the main KV for the activities and daily templates, and after consolidating clear and executable design specifications, I delegate them to interns and outsourcing teams for batch execution. Finally, I review and ensure quality control. This is the underlying operating system that supports frequent deliveries. Exploration of New Marketing Models + Innovation of Experience Mode - Dig out reusable new gameplay and new touchpoints from frequent demands, transforming "requesting requirements" into "providing solutions". Creative Super Symbols + Festival Atmosphere Creation - Use strong visual elements (symbols / festival atmosphere) as a breakthrough point for single events, amplifying the single event's dissemination power. Quality Feel Atmosphere + Big Brand Components + Brand Wall Animations - Upgrade the quality feel based on the daily category, matching it with big brand cooperation scenarios such as brand days / happy shopping festivals. Conference Venue Templates + Feeds + Templates and Specifications + Venue KV + Main Focus Redesign - Use templates and specifications to reduce the cost of frequent conference designs, leaving time to polish key projects. IP Little Hippo - Use the IP as a long-term mental asset, transforming the emotions of single events into memorable brand characters.
沉淀和能力
设计资产:NB 福利色系规范、分会场模版、feeds 模版、会场 kv 规范、直播间资源位 + 贴纸 + 物料模版、小河马 IP 资产。 团队作业模式:沉淀了「主创定标准 → 模版化下放 → 团队规模化执行 → 主创审核品控」的协同流程,把有限主创精力撬动远高于单兵作业的产出,适配高频运营业务。 品控能力:在实习生 + 外包能力参差的现实下,通过模版颗粒度设计 + 关键节点审核机制,保住设计品质下限与跨场景一致性。 经验沉淀:在高频运营业务下,模版化降本 + 创意化破局 + 团队协同提效的三线策略,是把"做不完"变成"越做越稳"的关键。直播间「视觉关联 · 强通用性 · 提质 · 提效」四原则,可复用于其他直播场景。 方法论:把品牌策略落到日常营销的设计路径——既承接集团方向(盒马鲜生),又做出分事业体辨识度(盒马 NB 特色)。
Design assets: NB welfare color scheme specification, venue template, feeds template, venue kv specification, live streaming room resource positions + stickers + material template, Little Hippo IP assets. Team operation mode: Has solidified a collaborative process of "creative director sets standards → template delegation → team large-scale execution → creative director review and quality control", leveraging the limited creative director's energy to achieve output far higher than individual efforts, and adapting to high-frequency operational businesses. Quality control capability: Under the current reality of uneven interns and outsourcing capabilities, through template granularity design + key node review mechanism, it ensures the lower limit of design quality and cross-scenario consistency. Experience accumulation: In high-frequency operational businesses, the three-line strategy of template-based cost reduction + creative breakthrough + team collaboration efficiency improvement is the key to turning "unending tasks" into "steadier progress". The "visual association · strong usability · quality improvement · efficiency enhancement" four principles of live streaming rooms can be applied to other live streaming scenarios. Methodology: Translates brand strategy into the design path of daily marketing -承接集团方向 (Hema Fresh Market)， and also creates brand recognition for each business entity (Hema NB characteristics).
复盘反思
高频运营对单项目深度的牺牲较大,后续可在模版降本释放出时间后,把更多精力投入重点项目的深度打磨。 IP 小河马的内容化运营可以更系统(表情包 / 情景化使用 / 跨场景叙事),让 IP 真正成为长期资产。 直播间「四关键词」原则在不同品类下的适配度需要持续打磨。 团队协同侧:模版颗粒度与下放规则可以更精细化,把"审核环节才发现的问题"前置为"模版规范阶段就解决",降低主创审核负担。
High-frequency operations sacrifice a lot of the depth of individual projects. Later, after the cost reduction through templates releases more time, more efforts can be devoted to the in-depth refinement of key projects. The contentization operation of IP Little Hippo can be more systematic (using emojis / contextual usage / cross-scenario narration), making the IP truly become a long-term asset. The applicability of the "four keywords" principle in different categories needs to be continuously refined. In terms of team collaboration: The granularity of templates and the delegation of rules can be more refined. The "problems discovered in the review stage" can be pre-positioned as "solved during the template standardization stage", reducing the burden on the main creators.
Damien Wang · 产品经理作品集