How to get users to recognize the service design with Internet products as the core

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The current development of Internet products, practitioners in all aspects of the deep digging products, these work enough to make the quality of products is very good, but why sometimes do not get the approval of the majority of users?

From the perspective of service design, we may be able to get the answer. Service design is not only the pursuit of more perfect product design, but also requires designers have the overall vision, co-ordination, creativity and cross-border. To enhance the design of the product itself as a starting point, and gradually expand the overall design of the thinking, so that experience design more complete, resulting in greater value.

What is the service design?

In product design, there are generally four factors to consider: User, scenario, process, object (i.e. the product itself). In the service design idea, the product can be tangible, can also be intangible-each link that interacts with the user is part of the product. In addition, the user's characteristics, process changes and scenario application should be considered.

Service design is not only concerned with the product itself, there is also a need to extend the focus to the various contacts that interact with the user (Touch-point), where the scope of the user experience has been extended from "product" to "product-centric whole service process", creating an experience by contacting the user in all forms of contact.

Today, the Internet products have become a direct contact with users, delivery services, the trend of "product as a service" is becoming more and more obvious, which is the biggest difference with the traditional service industry: the traditional service industry can through professional service personnel, the service product promotion, guidance, provision, support, Internet products can only rely on a single contact between themselves and the user. So even if the product is very good, if not introduced service design, resulting in the lack of consideration, users will still not form a good experience feeling, so difficult to enhance the brand's sense of dependence.

Service design from the view of user experience

Usability focuses on a single interface, and the user experience focuses on a single contact, while the service design is a comprehensive consideration of all the contacts that produce a relationship with the user in two dimensions: a single interface, the quality of a single contact point. Like a user who wants to book a ticket online, conditional filtering is a single interface problem that is generally evaluated by usability, while the online process (booking page, Payment page, order page) that is involved in booking a ticket forms a contact point for the user, and the designer needs to evaluate and enhance the user experience of the contact.

Users in the entire service process, from the point of view of service design, designers also need to consider how air tickets distribution, itinerary, how to collect, how to remind users to travel, which leads to more contacts. Designers have to consider not only the Internet products themselves experience problems, but also shoulder the task of enhancing the contact experience, and ultimately optimize the overall user experience. SMS to inform users of order information, in advance to inform users of the destination weather and other ways, can be in different contacts to enhance the user experience.

In the service design, around the product in the horizontal and vertical decomposition, horizontal to "contact with the user time process" as the axis, portrait to "contact with the user depth" as the axis.

One, from the horizontal view,

1. Pre-service Stage

The user will have the expectation to the whole service process, this stage needs the design personnel to carry on the demand mining analysis, is compensates the user to anticipate the process, simultaneously needs to introduce the user to enter the experience link, reduces the user to the product study difficulty the process;

2. Service Stage

The main consideration is to convey the information through the product to the user, is the concentrated stage of experience, most of the current design work is focused on this, the product itself usability, visual design and so on are considered in this regard;

3. Post-Service stage

Users will form the corresponding use of evaluation feedback, which is the next time the strong basis for the service, will be different from the experience of the results of different evaluations, and then form a different follow-up behavior, there are short-term results of feedback, but also long-term results.

Projected into the traditional industry, the seabed fishing hot pot, such as meal links as a service stage, restaurant to provide snacks, chess games, shoeshine, the United States a first-class service, used to appease the user, while allowing users to eat in advance, for a smooth transition to the service stage of the meal to do bedding; After the service stage includes collecting user's dining habits, establishing loyal user files (such as membership, coupons) and so on, but also for the next round of services to prepare.

Second, from the longitudinal view

Front

Refers to the front part that the user can contact directly;

Back end

is to provide support for the front-end section behind the back end of the distinction. such as the restaurant, and the user contact with the waiter is the front end, and the user can not see the chef is the back end.

The distinction between the front and the rear will experience the concept split, front end of the design work for the user, the purpose is to improve user satisfaction, need to understand the user's behavior habits and use scenarios, and constantly dig user needs, and the latter design work from the perspective of enterprises, the goal is to continuously improve the productivity of enterprises, increase revenue, need to consider the process, personnel , industry, competition and so on.

How to do the service design well?

Service design principles require product designers, not only to consider the needs of users, but also to take into account the demands of enterprises and resources. The current user needs have been highly concerned about the industry, and how to better meet the needs of the enterprise is still to be explored: how to improve the efficiency of the back-end work, smooth convergence of work before and after, how to make information transmission more efficient, and so on.

In conjunction with Internet products for service design, you can consider starting from five aspects:

With the help of physical strength and increase the perception channel: Internet products are virtual form, users can not touch, only through visual and auditory to grasp, users will naturally exist in the heart of expectations-not safe, especially when it involves consumption. At this time, the use of physical strength, increase user perception channels or can help. such as Google glasses and mobile card payment products, effective use of the characteristics of the Internet, while in kind as a carrier, the use of tangible objects to enhance the user experience.

To strengthen the virtual image: In the Internet, the user is a virtual account or analog people appear, the use of the product time is fragmented, the behavior is sporadic. For designers, users can be scattered in each contact the behavior of effective organization, establish points, grades and other forms, enrich the characteristics of individuals, the establishment of personal information files.

User segmentation: The foundation for improving the product and service experience. An Internet product is often able to meet the needs of many users, and the user's needs are constantly changing, effective user segmentation, can provide more targeted services.

Extended Service Path: Service design requires us to consider the front and back stages of the service, extending the service path is to increase the contact point, each additional contact can bring a contact with the user, the formation of the experience of the node. The longer the User Service path extends to both ends, the greater the chance that the experience will increase, and the greater the likelihood of increasing the user's viscosity. Amazon, after the completion of the shopping process, through the feedback evaluation questionnaire to understand the user's preferences, and then send accurate promotional items such as merchandise.

In

Service design is not only the pursuit of more perfect product design, but also requires designers have the overall vision, co-ordination, creativity and cross-border. To enhance the design of the product itself as a starting point, and gradually expand the overall design of the thinking, so that experience design more complete, resulting in greater value.

Author: @hardwear http://weibo.com/532346978