Internet Product user Experience Design diversity

Original: http://cdc.tencent.com/?p=1013

Design background

2008 China Internet Network Center released the 23rd China Internet Development Report, elaborated the Chinese Internet netizen structure characteristic, from the report (Figure 1) can see clearly in recent years the Netizen mature user group Proportion unceasingly rises, the growth rate already surpassed the netizen overall growth rate, It shows the trend of more and more diversity of netizens ' structure in our country, and the trend of optimization in age. With the changes in user structure and the growth of users, the corresponding product design should adapt to the situation in a timely manner, so as to create more rich and more diverse experience for users, thus promoting the overall user structure changes to conform to the overall design development trend.

Figure 1 Age structure of internet users in 2007-2008

Tencent 10 anniversary has just ended, accompanied by the company's rapid development of 10 years, our user composition has undergone a great change, following the growth of users, design also need to pay attention to new changes and needs, make some adjustments in time, so as to respond to this change in a timely manner. To develop more new users while satisfying the retention of more users, let us design richer and follow the actual needs of users to create more diversified product experience, to promote our design to a higher level of evolution to achieve the company's higher vision and all the user-centered values CDC's attention to the growth of users, but also began to try to design a diversified product design, began to have more intimate, pay attention to the different age level product design. For example, before the QQ audio and video Thanksgiving skin and other series of elderly users to use a variety of products, internal we also began to diversify the design began a number of corresponding research, in the process of experience design diversification, to prevent unnecessary low age has become the first and foremost task.

Research methods and guidelines formulation

In the beginning to develop what methods to study the implementation, and what can be the largest audience to the relevant people is our most concerned about, in research methods, due to the problem of low age involved a wide range, once the shackles too strict may kill the designer's creativity, there is no bondage, So what is called the age of the conceptual designer also does not have a fundamental concept, based on this, we have discussed the problem of aging in some large latitude, and sorted out some negative and positive cases in the industry and within the company, and made a general impression of the designers and product managers through these visual graphs. and guide our design in the right direction with simple language guidance and hints. Early by catching bugs, finding fault, we start to find out what the reason, what design can affect the user's concept of our products, but also for some groups of children's Web site for a series of analysis, these sites are mostly bright colors and rich colors, page elements cartoon cute, However, if the site used for mature users this way, the site may have a tendency to lower age, through this visualization of the comparison, and the characteristics of our own products, we can start to sort out some general guidelines for the prevention of low age design, In a visual environment to help the company understand the characteristics of low age products and how we avoid, to prevent excessive production of some of the aging product interface appears.

Case Collection

Before you start making guidelines, you must first collect and organize case studies of existing, low age sites and sites that are unnecessarily low on age (Figure 2). For the low age of the site, we priority from the children's website, the children's groups of the site to carry out some visual elements of the extraction, combined with a number of mature sites for comparison, There are a lot of cases collected, here also do not enumerate, in the process of collecting cases, we also found that these low age of the site, while catering to some of the user's preferences, on the other hand, it is indeed a hindrance to the development of a company's road to diversification, This is in fact not in line with the long-term development of some companies which will eventually have to diversify into a way that is not worth the candle at some point. So in the prevention of low age guidelines and tips, also emphasizes the diversification of development strategy, the most urgent task is to adjust our thinking, try to avoid excessive to cater to the low age group, but began to visually guide the user's aesthetic and adjust the overall user structure, We will limit the use of some penguin images that are too cartoon-too-Q. Through the application of some reality show and so on to replace the Penguin cartoon Modeling action, some unnecessary fancy border font system, as concise as possible and generous, through such a series of design adjustments, we are pleased to find that, Slowly the user structure will change with the company's development slowly, follow the footsteps of the user growth, design has also played a role in his development.

Fig. 2 Related case collection of low age