Talking about the Importance of Design Communication

Before listening to such a story, the southern children have not seen snow, so I do not know what snow is. The teacher said snow is pure white, and children think of snow as salt; the teacher says snow is cold and children think of snow as ice cream; the teacher says snow is thin and children think of snow as sand. Finally, the child describes the snow during the exam: the snow is light yellow, cold and salty. From this story, is it possible to think of something between a designer and a product manager or marketing specialist? Here to talk about my understanding of the communication problems at the time of design, and some of the ways to communicate, hoping to give just started Or you are a little help for this matter brain damage.

At work, designers often encounter such a problem:

Demand-side pointing to the design draft said that the button should be a little bigger. Change the color red will be better. Not enough atmosphere! ... Or, because the communication is not smooth, not thorough, leading designers to understand the product or demand, later spent a lot of time to discuss, to modify or optimize.

It is true that problems such as these really make designers miserable, and we often complain that product managers have no vision, or that they have a problem with their presentation and waste everyone's time. As everyone knows, this is a problem of communication between the two sides.

In my opinion, communication at the beginning of the design is crucial, the design work is the common crystallization of the team, together with the little people. Demand is not described clearly, out of the son of the product manager how to look like a natural, of course, unhappy. The current period to discuss this nose mouth what kind of a long, pinch the process and then continue to discuss refinement, then the result is naturally happy, the son of ugly is also our biological, with the joint efforts of both was born, so that To avoid unnecessary disputes later, reducing communication costs later. Therefore, timely and effective communication is very important.

What is communication?

Communication is a profound learning, in any field, any division of labor, are unable to communicate. Whether it is a report on the lower level, or collaboration between colleagues. Designers are no exception, when receiving demand or intervention needs, we need to communicate with the demand side, doing user research needs to communicate with the user. Foreword Snow story, due to poor communication, or information asymmetry caused by incomplete. The so-called communication, is the exchange of ideas and information between people, is the process of information from one person to another, gradually widespread. This is Baidu Encyclopedia of "communication" to do the interpretation. Yes, in short, communication is the communication of information.

The relationship between demand side and designer

In one project, the product manager is responsible for the entire product, he decided the fate of the product, that is, the entire project demand side, the designer needs to meet any product manager's product demand, but not what he said All calculations. Sometimes product strategy, or marketing programs and user experience conflict, the designer is obliged to have the right to demand for their own opinions and better design. There are different opinions can be discussed and coordinated with each other, rather than have both students Shengliang sigh, learn from a multi-angle empathy, there should be no one who is certain wrong conclusion, but the final decision, should still belong to the product manager or marketing specialist . Often a good product manager must be a good designer, a good designer is also a good product manager. You have me both, I have you.

The two sides have the communication barrier

A Professional level, the demand side too much intervention (visual, interactive, user experience)

For professional issues, such as color, texture, style and other such issues. Most of these problems exist in the marketing design, the proposal can be in the design of the beginning, communicate with the demand side, clear the following questions, you can significantly reduce the chance of rework later.

● What is the design theme?

What is the purpose?

● According to the information collected, it can be avoided that post-rework can be avoided after the style is clear and concise (it is best to make sure the color, texture, main design elements, layout, etc.)

B communication is inconsistent, inconsistent understanding of the product

Such problems, the basic existence of product design, product design, the general direction of product manager control, including product decision-making, product development and future, under the premise of the designer control the user experience. It is suggested that the designer intervene in the project in advance, the sooner the better, the background of the project, the reasons for initiating the project, the existing problems and the points to be optimized, and canceling the situation of unequal information. Avoid the product manager to say a little bit, to the end without understanding the project background, the overall planning of the situation, with the entire project, which is bound to appear in the preamble, the students describe the same problem of snow.

Psychological expectations

The so-called industry specializing in surgery, designers must understand that product managers, or marketing professionalism, such as product understanding, copy control, marketing tools, such as professional skills. Product managers or marketing specialists must also be aware of their product or marketing goals and need to develop their own solutions before communicating with the designer. The designer must believe that their professional ability, have a unique understanding of the user experience and judgment.

The ultimate goal of communication is to reach consensus on the same goal. But we must make it clear that not every online product or feature page is the best solution. All products and designs are continuously optimized and optimized through continuous iterative updating. Therefore, the designer should learn appropriate compromise and appreciate the imperfect beauty, step back from sea to sky is empty.

How can we communicate effectively?

When we want to seek approval from each other or to avoid any disagreements in the later period, we must first understand each other's needs and possible hidden goals. By grasping the essence of the problem of communication, we know that it is the magic weapon to win the game. Whether designing At the beginning of the discussion phase, the mid-term product design optimization, or the late demand and product design programs on the controversy; Second, through effective dialogue mechanism, transmission of professionalism and point of view, as a designer to pass on professionalism and Point of view, in order to achieve consensus and win-win situation between the designer and the demand side as the goal. Finally, pay attention to strategies and methods for effective communication.

A while ago, I read a book titled "SATO Cox's Super Finishing Technique". His point of view coincides with my opinion. It combines some of his views and my point of view, and may be helpful to designers and demand side The communication is helpful.

Listen - get to know the status quo

Listen is to gather information, grasp the existing situation, collect the idea of ​​the demand side. Some of the demand side's personal ideas, such as product awareness planning and expectations of the product, the background, the views of existing programs, which are present in the minds of the demand side, designers should strive to visualize these information, These factors will be a great inspiration and inspiration for your design. In addition, listening is a virtue.

2. Interview - to grasp the essence of the problem

Interview, which is made by Sato Keshi and the statement. Designer = doctor asked the essence is through interrogation, find the key issues of the problem, to help each other organize their thoughts. Through many discussions and collision of ideas, it is the most crucial step to discard the remaining ambiguous and redundant information and sort out the essence of the issue.

3. Analysis - import point of view

Analysis of the nature of the problem interpretation, view information from a variety of perspectives, according to the key factors, given the designer's professional views and opinions.

4. Settlement - given the program

Through the discussion with the demand side, the final corresponding solution is given.

"Button" Case Study:

Listen to the demand side: I hope the button bigger point!

Questioning designer said: Why zoom in? Button zoom is really beautiful!

Demand side said: I hope the user to click, so that users feel that this button allows users to click more desire, more obvious. (The original is the case, the key factor is: hope that through the optimization of the button to increase the user's mobility)

Analytical designers give professional advice. Button becomes a little larger, is the only way to implement it? The answer is no, from the user's point of view, the button is too large people will feel uncomfortable and uncoordinated, affecting visual performance. Perhaps the buttons can turn into more click-impulsive colors, perhaps adding some texture, or the buttons can be shaped differently, all of which can make the button more eye-catching and click-on-desire than just making it bigger.

After the solution and demand side communication, concluded that as long as the button becomes a color, then add some texture can achieve the desired results. So given the program, the original blue monochrome button into a orange with a gradient of the micro-texture button. Are happy.

All in all, communication is one of the required courses for being a good designer. Clear the intersection of designer and demand side of the relationship between, and can understand the reasons for communication barriers between the two, right under the premise of the mentality, to find out the nature of the solution, to seize the key issues of the problem, given the correct Point of view, given the perfect program, you can smooth communication. This blog post is not intended to explain a specific problem, but only addresses some superficial ideas about the communication itself in the design process, and I hope you will take it for granted.