LaiLaiTui Case Study: User Research, Usability Testing, and Visual Design for JD Daojia Promotion Platform

Project Background LaiLaiTui is a service for the JD Daojia acquisition platform that combines online and offline channels, allowing store staff to promote the app in‑store. Customers download JD Daojia, place orders, and receive discounts, while staff earn commissions, creating a win‑win situation.

SWOTO Matrix Analysis

User Research A total of 685 valid questionnaires were collected. Data shows that most users are aged 35‑45, followed by 18‑35, with a strong female majority (88%). Promotion staff identified major pain points: a cumbersome download process, lack of patience for shipping fees, and the inability to self‑pick.

Data Analysis The analysis suggests a simpler product style, incorporating emotional design elements and emphasizing efficiency in functionality.

Usability Testing Five testers participated in the usability test. Overall findings are illustrated in the following images:

Usability Test Conclusions

User Interviews Interviews were conducted face‑to‑face in three stores (Yonghui, China Resources, Yueda) with seven promotion staff. A semi‑structured questionnaire with six main questions guided the discussions, allowing flexibility based on conversation flow.

Solution Summary – Product Structure

Visual Style Exploration The primary color is orange, conveying vitality and the profit‑making atmosphere, while the secondary color is black, providing a sense of stability and security. The design uses ample whitespace and spacing to differentiate functional areas, resulting in a clean and refreshing interface.

Color Guidelines

Typography Guidelines

Future Planning We discovered that new promoters lack a clear understanding of promotion rules. Future work will strengthen the university module and use online promotion to reduce offline training costs. To address high churn, we plan to introduce task‑based incentives to increase promoter retention.

We hope this case study is helpful; follow our team for more exciting content. Links to our UI China and Zcool profiles are provided below.

UI China: https://i.ui.cn/ucenter/1320820.html Zcool: https://www.zcool.com.cn/u/18818986