基于用户体验五层模型的H5交互广告设计——以支付宝“集五福”为例
H5 Interactive Advertising Design Based on the Five-Layer Model of User Experience—Taking Alipay’s “Collection of Five Blessings” as an Example

在信息爆炸和数字技术迅猛发展的背景下，H5技术成为新媒体广告的重要形式，其互动性和跨平台性深受用户青睐。本文基于Jesse James Garrett提出的用户体验五层模型，探讨了H5交互广告的设计与优化方法。通过案例分析法，对支付宝新年期间的“集五福”H5广告进行分析，研究用户体验五层模型中表现层、框架层、结构层、范围层和战略层对广告效果的影响，旨在为H5交互广告设计提供理论支持和实践参考，推动数字广告行业的创新与发展。
Under the background of information explosion and rapid development of digital technology, H5 technology has become an important form of new media advertising, and its interactivity and cross-platform are favored by users. Based on the five-layer model of user experience proposed by Jesse James Garrett, this paper discusses the design and optimization method of H5 interactive advertising. Through case analysis, this paper analyzes the “Collection of Five Blessings” H5 advertisement of Alipay during the New Year, and studies the influence of the presentation layer, framework layer, structure layer, scope layer and strategy layer in the five-layer model of user experience on the advertising effect, aiming to provide theoretical support and practical reference for the design of H5 interactive advertisement, and promote the innovation and development of the digital advertising industry.