基于黑龙江特色农产品电商APP设计—以“龙田云市”为例

摘要

乡村数字化振兴是现代农业发展的核心路径，黑龙江省拥有寒地大米、杂粮、果蔬等优质特色农产品，但长期存在产销信息不对称、本土农产品线上渠道缺失、农户与消费者对接断层等现实问题。本文以黑龙江本土农产品交易需求为出发点，设计 “龙田云市” 特色农产品电商 APP，整合农产品展示、线上销售、农业信息交互、产地直播、VR 全景溯源多功能于一体。研究通过竞品分析、前期市场调研、用户画像构建、低保真到高保真界面迭代、用户旅程地图梳理完成整套 APP 视觉与交互设计，确立绿色乡土视觉规范、本地化功能架构。

Abstract

Digital revitalization of rural areas stands as the core path for the development of modern agriculture. Heilongjiang Province boasts high-quality characteristic agricultural products such as cold-region rice, coarse cereals and fruits & vegetables. However, it has long been confronted with practical challenges including asymmetric production and sales information, insufficient online channels for local agricultural products, and disconnection between farmers and consumers. Taking the local trading demands of agricultural products in Heilongjiang as the starting point, this paper designs "Longtian Yunshi", an e-commerce APP for characteristic agricultural products. The APP integrates multiple functions including agricultural product display, online sales, agricultural information exchange, live streaming from production sites and VR panoramic traceability. A full set of visual and interactive designs for the APP are completed through competitive product analysis, preliminary market research, user portrait construction, interface iteration from low-fidelity prototypes to high-fidelity visuals, and sorting out user journey maps, with a rural-style green visual specification and localized functional architecture established. The design outcomes build a digital service platform enabling direct connection between farmers in Heilongjiang and consumers both inside and outside the province, breaking the disconnection between agricultural production and sales. It also provides practical design references for the digital circulation of cold-region characteristic agricultural products, the development of regional agricultural e-commerce platforms and the digital revitalization of rural areas.

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