This project is to design a web page and multi-terminal visual system for Kwai Shop. It aims to build the brand temperament of the platform with the entrepreneurial spirit of inclusive e-commerce and the short video gene of live streaming.
The design goal is to present the platform's brand characteristics of "enabling every young person in a small town to realize their dreams" through a systematic visual structure and entrepreneurial narrative.
The overall theme is "Let good goods come out of the mountains, inclusive value connects hope", integrating the enthusiasm for entrepreneurship and the vitality of live broadcast, showing the inclusive pattern and entrepreneurial empowerment value of Kuaishou Store as a short video e-commerce platform.
design challenge
Kuaishou Store is not only an innovative platform for short video live broadcast e-commerce, but also an important channel for rural revitalization and entrepreneurship. The design needs to achieve the following balance in the visual language: sense of inclusiveness × sense of professionalism: it must reflect the people-friendly warmth of grassroots entrepreneurship, and convey the professionalism and reliability of platform services; sense of vitality × sense of trust: it must maintain the youthful vitality of short video live broadcasts, but also demonstrate the safety and standardization of e-commerce transactions; sense of entrepreneurship × sense of growth: it must not only continue low-threshold entrepreneurial opportunities, but also integrate the value proof of the success of entrepreneurs. The core challenge is - how to make the design both inclusive and commercially efficient, so that the platform is both entrepreneurially attractive and trustworthy.
Strategy and philosophy
The project is based on the core design concept of "Entrepreneurial Opportunities and Inclusive Values". Visual philosophy: Based on the dual-line logic of "opportunity and growth coexist" as the visual basis, it reflects the low threshold for entrepreneurship and the possibility of success; Structural logic: adopts the entrepreneurial service platform layout system to organize the platform value in layers to form a multi-dimensional structure of "opportunities - courses - supply - cases"; color system: Kuaishou orange + vibrant green + Pure white is the main color, supplemented by data labels and scene pictures, symbolizing vitality, hope and trust; graphic language: integrating live broadcasts, entrepreneurial data, successful cases and scene illustrations to establish a "visual system under the order of entrepreneurial services"; interactive expression: introducing Start My Business, entrepreneurial courses and campus partner recruitment, so that the platform has both transformation efficiency and entrepreneurial empowerment. The core of the concept: Use visual warmth to present the value of inclusiveness, and use data to prove the hope of continuing entrepreneurship.
Design presentation
Homepage design: The main color is a pure white background and Kuaishou orange buttons, reflecting refreshingness and brand recognition; the top uses "Let every small town youth realize their dreams" and the live broadcast scene as the visual focus, supplemented by core data (12W+ active entrepreneurs, ¥850 million cumulative transaction volume, 300+ counties covered); the navigation adopts functional categories such as homepage, entrepreneurship courses, supply square, and successful cases to convey the entrepreneurial service pattern. Content logic: 1. Core value proposition; 2. Platform advantages (flexible time, zero-cost trial and error, accumulation of experience); 3. Entrepreneurship time management; 4. Campus entrepreneurial stars; 5. Recruiting campus partners.
Multi-scenario design: Responsive structure: the official website of the main website, the college student area and the rural revitalization special page are seamlessly connected, forming an "understanding × Add "rhythm"; functional design: present the value of inclusiveness through the three modules of starting a business with a mobile phone, direct shipment from origin, and personal growth plan; image language: using multiple content presentations of real scenes of entrepreneurs, live broadcasts of agricultural products, and campus entrepreneurial stories to convey reality and hope; case page: introduce campus entrepreneurial stars and monthly income data (monthly income 15,000+ to 22,000+) to express the entrepreneurial value of the platform. Technology and experience: Adopt free entry + system training + traffic acceleration; entrepreneurial data is visible in real time to ensure the continuous stimulation of entrepreneurs’ confidence. The overall style embodies "the warmth of inclusiveness × the vitality of entrepreneurship × the hope of growth".
Achievements and Impact
As the official visual system of the platform, this design is widely used in the official website, college student area and entrepreneur outreach for rural revitalization projects. Through the integration of inclusive logic × entrepreneurial narrative × brand order, the design successfully created the visual image of the Kuaishou store as "both entrepreneurial opportunities and growth value". The project is considered by the platform to be "one of the most inclusive and entrepreneurial visual systems" and has become the core blueprint for the multi-terminal experience design of Kuaishou stores.