The user experience design method that is failing

In recent years, with the rapid development of the mobile Internet industry, IT industry can no longer like more than 10 years ago as a recruit to eat the day. Today we are talking about designing for a good user experience, but a few years ago the design method might not be able to get the desired results. These methods are being invalidated and replaced by a new method. If you don't know the following, you will be old.

　Differentiated function is inferior to differentiated user mind

Because of the exact same mental position, users don't need two social products that look the same to them. Also lost to the micro-letter NetEase is easy to believe, although the main difference in the function (easy letter can be free text messages and calls), but the name is too similar to give users the impression is the same thing. Clauber's "positioning" in the book that the same mental positioning, users can only remember the first two to three-bit products.

Lao Luo successfully put "feelings" two words printed in the hearts of users. Whether you think his cell phone is good or not, anyone who has seen his press conference will not deny that his mobile phone is doing very well. This, Huawei, ZTE, Lenovo released more than 10 new models each year, have not been able to tell users, the same is 2000 yuan up and down the mobile phone, why buy your ah?

Dogmatic pursuit of usability is obsolete

"Put that button away, how can the user find it?" This thing is too difficult to use, it must not succeed. According to this argument, we can only get a full button interface, all of its features users can see at a glance, really good use, but the same without a bright spot. Flappy Bird Fire Let everyone bright blind dog eye, also let us detect the user for product availability of the bottom line, that is, there is no bottom line.

In the past, we all believe that products that are not available will not be successful! Now, that is not the golden rule.

Clear, well, the cost of gesture memory is not small, but people fire without pressure.

Facebook Paper this product, very good!? It is the perfect combination of superb technology and gorgeous art, and it tells us that it can be so fun.

　　The main process can be polished, ignoring the notification and interaction with other products

Most of the time is spent polishing the main program, ignoring the rest, because the user assumes a purposeful, regular use of the product. But in the mobile internet age, users will not stay in your product for long periods of time. Therefore, it is absolutely a knowledge to remind users to return in due course.

Most designers are able to plan the process by which users use their products purposefully. But in reality, users are very casual, and they can't even remember to use the product. After they are installed, if the stickiness is not so strong, it may never intersect with your software. Also can not understand your software hot and easy to use.

Therefore, we must pay attention to the notification system, the need for regular users to push services, is not a push, is the user needs when the push. My interaction with breeze is mainly by the push of the notification system. In fact, I don't actively open the main interface to see how many steps I've taken. The notification system will tell me how much has gone today, how much worse, all rely on such a reminder, otherwise I can hardly insist on reaching a certain number of steps every day. Moves is the famous sports health management software app, but its notification system is much weaker, pushing only one piece a day. Its purpose is to collect our daily motion information and not really want to do anything for the user.

Interaction with other products is critical to the impact of experience. Imagine, I just in NetEase News forwarded a content to micro-letter, but I can not return to NetEase news, how bad it will be!

A worse example is the Taobao client. Ali's own Taobao and do not always good between the switch. Now the newly updated version in the page to actively contact the seller is not to jump to Wang Wang, but if you switch to the background, click Information will also be viewed through want want, because Henwang chat records can not be shared, users may need to constantly switch.

　　Designed for general scenarios only

For PC Software design, the network normal, normal electricity, flow normal, but to kiss the life, the fact is not purple AH (in fact, the network anomaly). At this time there will be a group of small partners jump out, we have design notice ah, tell the user "network anomaly" what else? Watercress moment of off-line function allows users to save content offline to the mobile phone, there is no need to worry about the flow of OH.

Designed to pass the time of the bus in the Magic Box (a small audience application), it has WiFi, will silently download three videos for you, read that delete does not occupy space.

　　Summarize

The first change is caused by the unprecedented prosperity of internet products;

The second change is due to the addition of more "Aboriginal users", who are more capable of learning and understanding;

The third and fourth changes are due to differences in design between mobile phones and PCs, which are naturally different.

We are in the best of times, the unprecedented prosperity of materials, the rapid development of all walks of life; we are in the worst of times, no longer like our parents, with the knowledge of young learning in a position to ride through a quiet lifetime. It's not easy to do design, we have to deal with the change of development in real time. Today we can realize that these changes are gratifying. Share.