Xiaohongshu is a lifestyle sharing community with a community e-commerce platform to provide users with a community platform for sharing text, pictures and video notes.

At the same time, as a platform for cross-border e-commerce, it provides users with goods. This analysis is based on the v5.23.4 version of Little Red Book app, and the mobile phone is iPhone7plus. This paper mainly analyzes the page interaction, functional logic and business process of Xiaohongshu app, and analyzes the problems found and puts forward solutions.

From the horizontal comparison of mobile shopping categories, Xiaohongshu occupies the eighth place, but it occupies the first place in the cross-border electric goods category with absolute advantage.

Vertically, users have increased the number and duration of using little red books.

By analyzing the positioning of Xiaohongshu and its position in the current market, the present situation of Xiaohongshu is analyzed by SWOT method.

The distribution of users is as follows:

From the statistics of users, we can find that the distribution of users of Xiaohongshu has the following characteristics:

Female users account for the vast majority, reaching 86.42%;

The age distribution is mainly 35 years old and below, accounting for 85%;

First-tier cities and above account for 55%, and second-tier cities and above account for 75%;

Medium and above consumers account for 90%.

To sum up, we can draw the conclusion that the users of Xiaohongshu are mainly young women living in big cities, and their consumption level is above average. They have a high standard of living and a corresponding level of consumption. At the same time, I am willing to share all aspects of my life with people who have the same characteristics as me. Little Red Book satisfies their pursuit of a higher quality of life and provides them with a platform for sharing and communication.

Since Xiaohongshu is mainly positioned as a cross-border e-commerce and sharing community platform, users can use Xiaohongshu in three business scenarios, publish their own notes, browse other people's notes and buy goods. Other functions are around these three core business services, and the flow chart of its main business scenarios is as follows.

These three main scenes are relatively independent and interrelated. By publishing the user's notes, the system will associate the corresponding products or hot topics through the user's tags. When browsing other people's notes, users can also enter the purchase page through the labels and related products recommended by the system. The related notes under each note provide users with different notes on the same topic, which can increase the reading time of users under a certain topic and make the system have a more accurate analysis source for users.

Little Red Book has three core functions: publishing notes, browsing notes and shopping in the mall.

5.2. 1? Functional logic diagram of publishing notes

5.2.2 Reading Notes and Shopping Function Logic Diagram

In terms of interaction, the little red book is generally humanized, easy to use and intuitive. We take the discovery and attention page of the home page as the analysis object.

The discovery interface on the home page is the default interface after entering the little red book. The following three pictures are screenshots of the discovery page of the home page. We analyze it from two aspects: page presentation and sliding trigger.

As the default page after opening the little red book, the homepage has the following interactive highlights:

The interactive highlights of the Focus interface are as follows:

In general, the experience of using Little Red Book app is still very good. It is very easy for new users to get started, and the functional arrangement is relatively smooth. Users can easily find the functions they need. However, there is still room for improvement in interaction and functional design.

Pay attention to the sharing part of the page. There is an independent sharing icon (box 2), and there are three dots in the upper right corner of each post (box 1), which are completely repetitive in function. From the perspective of interaction, the design of the three points is more unified with the sharing settings in the notes (box 3), which will be highly accepted by users, and it is redundant to publish the sharing icon separately.

The app structure of Xiaohongshu has two parts: "more" and "me", which are largely repetitive.

By comparison, we can find that besides "My Draft" and "Customer Service Center", it also contains the function "I" in "More", so we can integrate them into a module.

From the page layout, the design of "More" belongs to the bottomless tab bar design, while the overall design of Little Red Book app is the design of the following five tabs, so I prefer to Merge "More" and "Me" on the "me" page, and the results of the merger are as follows:

Put the customer service center directly in the upper right corner in the form of icons. Drafts are put together with notes and collections. After opening "Me", the default state is to click "Notes". When you select Draft, all saved drafts will be displayed.

The overall structure of Xiaohongshu is very clear, and users are very handy to use it. Interaction is basically from input to output. The main advantage of the product at this stage lies in the community sharing platform, where users can "plant grass" by browsing other users' notes. However, from the stage of "planting grass" to "pulling grass", Xiaohongshu has done a very good job in interaction, from notes to product details, which are very simple and convenient. Then it is more likely that the e-commerce characteristics of cross-border shopping need to be improved, so that users can think of little red books when they buy things across the border.