This project is to design the web page and multi-terminal visual system for merchants to enter the Xiaohongshu e-commerce (REDE-commerce). It aims to jointly build the brand temperament of the platform with the content advantages of the grass-planting economy and the unique ecology of lifestyle e-commerce.
The design goal is to present the platform's brand characteristics of "lifestyle e-commerce, planting and transformation" through systematic visual structure and commercial narrative.
The overall theme is "Do valuable business in Xiaohongshu", integrating the power of content and the efficiency of e-commerce, demonstrating the merchant empowerment pattern and grass-roots transformation value of Xiaohongshu e-commerce as China's leading lifestyle e-commerce platform.
design challenge
Xiaohongshu e-commerce is not only a traffic entrance for content cultivation, but also a business incubation position for lifestyle brands. The design needs to achieve the following balance in the visual language: sense of content × sense of business: it must not only reflect the authenticity and trust of UGC planting, but also convey the efficiency and professionalism of e-commerce transactions; sense of life × sense of quality: it must not only maintain the life atmosphere of the Xiaohongshu community, but also show the quality and tonality of brand merchants; sense of youth × sense of professionalism: it must not only continue the youthful vitality of the platform, but also integrate the professionalism and reliability of merchant services. The core challenge is - how to make the design have both the authenticity of the content and the efficiency of business, so that the platform has both the charm of growing grass and the power of commercial transformation.
Strategy and philosophy
The project takes "the power of content and business growth" as its core design concept. Visual philosophy: Based on the dual-line logic of "coexistence of planting and transformation" as the visual basis, it embodies the value of content and the efficiency of business; Structural logic: adopts the e-commerce service platform typesetting system to hierarchically organize the settlement value to form a multi-dimensional structure of "advantage - settlement - operation - growth"; color system: use Xiaohongshu red + pure white + Vitality gradually becomes the main color, supplemented by real user notes and business cases, symbolizing vitality, authenticity and trust; graphic language: integrating user notes, product cards, data charts and brand stories to establish a "visual system under the order of content e-commerce"; interactive expression: introducing immediate settlement, store opening guides and successful cases, so that the platform has both investment efficiency and trust endorsement. Core concept: Present content value with visual vitality, and continue growth hopes with business stories.
Design presentation
Home page design: The main color is Xiaohongshu red and a pure white background, reflecting vitality and brand recognition; the top uses "Open a store in Xiaohongshu, good business will come naturally" and the grass planting scene as the visual focus, supplemented by core data (300 million+ monthly active users, 70% female users, high spending power groups) and entry entrance; the navigation adopts functional classifications such as entry process, platform advantages, business cases, operational support, and help centers to convey a comprehensive merchant service pattern. Content logic: 1. Platform value proposition; 2. Why choose Xiaohongshu (content planting, accurate crowd, high conversion rate); 3. Settlement process (application - review - store opening - operation); 4. Business success stories; 5. Operation tools and support; 6. Settling in immediately.
Multi-terminal design: Responsive structure: the merchant's official website, settlement area and merchant backend are seamlessly connected, forming a "understand × settle in × Business "rhythm"; functional design: present diversified store opening paths through four major modes: brand flagship store, personal store, live streaming, and note-taking; Image language: use real user notes, product selection scenes, merchant live broadcasts, and brand stories to present multi-style content to convey reality and growth; case page: introduce the success stories and GMV growth data of merchants in different categories (beauty, clothing, home, food) to express the empowering value of the platform. Technology and experience: Use notes to bring goods + live conversion + data dashboard; multi-end synchronization of merchant backend ensures store management anytime and anywhere. The overall style embodies "the power of content × the transformation of grass planting × the growth of business".
Achievements and Impact
As the official merchant visual system of the platform, this design is widely used in merchant access on merchant official websites, investment promotion and settlement services. Through the integration of content logic × business narrative × brand order, the design successfully created the visual image of Xiaohongshu e-commerce that "has both content advantages and commercial efficiency". The project is considered by the platform to be "one of the e-commerce investment promotion visual systems with the most charm and merchant trust", and has become the core blueprint for the multi-terminal experience design of Xiaohongshu's e-commerce merchants.