I love the App Store. It looks and works better than ever. But also, I love tricky design challenges. How do you improve something that already works great?

我喜欢App Store。 它的外观和工作比以往更好。 但是我也很棘手 设计挑战。 您如何改善已经很好的工作？

However, my goal here is not to reinvent the App Store. Rather, I aim to find and solve pain points while keeping the current app unchanged as much as possible.

但是，我的目标不是重塑App Store。 相反，我的目标是查找并解决痛点，同时尽可能保持当前应用不变。

1.今日标签：视频价值一千字。 (1. Today Tab: videos are worth a thousand words.)

In 2017 Apple launched the Today Tab on the App Store. It contains original stories by the App Store editorial team: app reviews, lists, tips & tricks, etc. The problem is the format. It’s all text. It’s excellently written but not everyone has the extra-time or desire to read. I analyzed people’s feedback and found that many of them have stopped or not even started to read the Today Tab regularly.

2017年，Apple在App Store上推出了Today选项卡。 它包含App Store编辑团队的原创故事：应用程序评论，列表，提示和技巧等。问题是格式。 都是文字。 它写的很好，但并不是每个人都有加班或阅读的欲望。 我分析了人们的反馈，发现其中许多人已经停止或什至没有开始定期阅读“今日”标签。

I believe videos are more catchy, “todayish”, and relevant for a growing “TikTok generation”.

我认为视频更加吸引人，“今日化”，并且与不断增长的“ TikTok一代”相关 。

My suggestion is to shake up the tab with a new video format. People should be able to run through the relevant videos just like they do with Stories on Instagram.

我的建议是使用新的视频格式来调整标签页。 人们应该能够像浏览Instagram上的故事一样浏览相关视频。

2.搜索：3个动作而不是5个动作来获取一个应用。 (2. Search: 3 actions instead of 5 to get an app.)

Imagine your friend tells you the name of a cool new app they think you’ll love. Maybe you didn’t notice but there are at least 5 taps required to get it through the AppStore! Have a look:

想象一下，您的朋友告诉您一个他们认为您会喜欢的超酷新应用程序的名称。 也许您没有注意到，但是至少需要点击5次才能通过AppStore！ 看一看：

I don’t see a single strong reason to keep things going like this. My suggestion is to shorten the search process down to 3 steps:

我看不出有任何强烈的理由让这样的事情继续下去。 我的建议是将搜索过程缩短到3个步骤：

3.愿望清单：让收藏家收集！ (3. Wishlist: let the collectors collect!)

The App Store used to have the wishlist feature. But the 2017 update requires people to use 3rd parties apps or notes to save their favourite apps.

App Store 曾经具有心愿单功能 。 但2017年更新要求人们使用第三方应用程序或笔记来保存自己喜欢的应用程序。

From my perspective, Apple took it out to encourage more impulse buying. This is a problem because the wishlist lovers still exist. Why don’t we keep the wishlist feature?

从我的角度来看，苹果公司采取了鼓励更多冲动性购买的态度。 这是一个问题，因为愿望清单爱好者仍然存在。 我们为什么不保留愿望清单功能？

For business sake, I’ve hidden access to the wishlist on the account screen; this de-emphasizes it.

为了业务起见，我在帐户屏幕上隐藏了对愿望清单的访问； 这不再强调它。

4.订阅：透明的定价。 (4. Subscriptions: transparent pricing.)

More and more apps are switching to a subscription model. It has become hard to control your spending without a calculator. Visible prices and the “Total” line on the subscriptions screen are sobering.

越来越多的应用程序正在切换到订阅模型。 没有计算器，很难控制您的支出。 订阅屏幕上的可见价格和“总计”行很清醒。

In my view, encouraging healthy buying is a way for companies like Apple to be even more loved and respected by their users.

在我看来，鼓励健康的购买是让像Apple这样的公司受到用户的喜爱和尊重的一种方式。

5.新的应用/游戏：请挖掘应用。 (5. New Apps/Games: please the app diggers.)

Removing a simple chronological list of new apps/games disappointed so many users:

删除新的应用/游戏的简单时间顺序列表令很多用户感到失望：

There’s nothing else to say. Let the diggers dig:

没什么好说的了 让挖掘者挖掘：

我学到了什么 (What I’ve learnt)

• Sometimes a couple of targeted touches is enough.
  有时，只需进行几次有针对性的接触即可。
• Brutally honest feedback is important.
  残酷诚实的反馈很重要。
• Mockup makers make mistakes 🙂
  样机制造商犯错🙂

谢谢阅读 (Thanks for reading)

Thank you so much for reading through my case study. I spent 4 weeks to make this project come alive. I hope you enjoyed learning about my thought process and potential solutions. I’d love to hear your thoughts!

非常感谢您阅读我的案例研究。 我花了四个星期使这个项目变得生动起来。 希望您喜欢我的思考过程和潜在的解决方案。 我很想听听您的想法！

Figma, Photoshop, and After Effects were used in combination for this project.

Figma，Photoshop和After Effects组合用于该项目。