Experience of redesigning the homepage of TOM.COM
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<br />Without any warning, I saw news on cnBeta about the redesign of the TOM.COM website, saying that the pages could be customized. My first thought was that TOM.COM is starting to learn from some Web2.0 websites and follow the WEB2.0 path. So I linked in and tried it out. Here’s what I felt: 1. There is nothing new about this custom page function, as it has been implemented on so-called WEB2.0 websites for a long time. There are a lot of such websites on the Internet now, but most of them are second-rate websites. Traditional large portals like TOM.COM are still new in China (they have existed abroad for a long time). If the redesign of NetEase's homepage is just a small step on the road to WEB2.0 (a very small step, not even WEB2.0), then TOM.COM is a big step towards WEB2.0; 2. For TOM.COM, which has long been excluded from the three major portals, this revision is also a helpless move. Faced with the squeeze from several other major portals, TOM, which was declining, could only keep its remaining users through other more thorough methods, and this thorough method was to choose to embark on the road of WEB2.0, with users as the main focus. 3. Compared to technology, content is always more important. "Content is king" is the golden rule for a website to survive. But in this era of information explosion, all kinds of content are flooding the Internet, and those portals are eager to move all the information to the homepage to show the richness of their content, so what we see are those long and densely packed pages filled with various information. But it seems that those portals have forgotten a very important point: after “content is king”, it should be “interaction first”, rather than letting the information stay rigidly somewhere on the homepage. What's more, not every user who visits their website needs this complicated information. Perhaps users only need a small part of it, so they have to work hard to find relevant information. When NetEase revised its homepage, it used a large area of Tab-style navigation bars, which saved users' time to a great extent. It was the first portal website with better usability design. However, this time TOM.COM went even further and further deepened the usability. The homepage of TOM.COM can be customized into one's own personal homepage. The degree of humanization is far superior to other domestic portals. 4. TOM.COM's WEB2.0 is not thorough enough. The most important point of WEB2.0 is interaction. Although TOM has surpassed other domestic portals in terms of interaction with users, its interaction is not thorough enough. TOM's interaction only stays on its content, which means that it cannot interact with external content. 5. I looked at the comments on the homepage revision in the TOM.COM forum and found that it was mostly negative comments. There were almost no positive comments in the comments on cnBeta. The reason for this is, to a large extent, that Chinese people are still unable to accept such a thorough and huge change in a traditional portal, especially without any prior notice. (NetEase’s revision was announced several days in advance.) Another major reason, I think, should be TOM.COM’s internal reasons, because the release of the homepage after the revision was not perfect enough, especially the email area, which was the most serious of all the criticisms. You have to know that for a portal, email is their powerful weapon to retain users, or it can be said that email is a big reason why users choose them. For such an important point, TOM.COM did not make perfect preparations in advance, so it is inevitable that it will be criticized; 6. Through the revision of the TOM.COM homepage, we can draw the conclusion that TOM will focus on entertainment in the future. This can be seen from the customizable modules on its homepage. Among all the modules that can be added, entertainment and fashion news occupy the majority. The purpose of doing this is believed to be to find a development path in terms of differentiation, because when it comes to news, no other portal website can be Sina's opponent. Therefore, the revision of TOM's homepage more or less indicates its possible future development direction; 7. TOM.COM has gone a bit too far in terms of entertainment. This can attract the younger generation of users, but it will also discard many old users. How to make a trade-off between the two will become a topic for TOM in the future. 8. There is a buffering process for human cognition. The buffering time given to TOM.COM's revision this time is not enough, and it is impossible for it to be accepted all at once. It can only be slowly accepted amid repeated condemnations from users. The maturity of a product cannot be achieved in one go. It is only as user awareness increases and the product continues to improve that a mature and complete product can be achieved. The revision of TOM.COM is a bold attempt, even a self-destructive attempt. This courage to try is not possessed by Sina and NetEase. It is hoped that this revision of TOM.COM can provide guidance for other domestic portals and bring better interactivity and usability to users. |
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