What is a good user experience analysis of the two dimensions of the user experience

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In the "Power of Design" offline activity of the Geek Park, Zhang Peng, the founder of the Geek Park, once discussed with the guests the topic "What a good user experience is and how to measure a good user experience". The discussion video at the time can be punched here. The following article is our reader Chenshucafa's personal view on this issue.

Since Apple's success around the world, the concept of "user experience" has been showered as a truth. Overnight, the "user experience" became a word that everyone knew, not only the internet these people casually hanging on the tip of the tongue, even the party so detached from the times of the administrative officials know to be a big hand every day "we have to pay attention to the user experience" in order to highlight their absolute correctness and inscrutable. This is a good thing, but I seriously doubt that the country up and down probably few people understand or can calm down to find out what the user experience? Because according to my observation, the people of modern times have no interest to speculative concepts, whether imported or ancestral, They are just very utilitarian to take over the body, specialize in taking out of context, misinterpret the concept. Then the banner of a pull, on behalf of users, to achieve their own experience.

The "User experience" in China is in fact similar to the "democracy", "The Constitution", "Communism," such as the concept of imported, although few people really understand its actual content, but there are very high usage rate and penetration, the basic fate is to be when the title slogan every day. The big boys have read more. But the level will be able to sum it up to the "transposition thinking butt decision head", "you have to correct for the user Service attitude", "attention to detail" so some actually and the user experience itself does not have anything to do with the theme of the same effective conclusion up. For more people, anyway, literally, it's a seemingly perfect, absolutely right word. After all, anyone can be a user, as to how the experience is hidden in the hearts of people, let your technology again developed, you can not verify my heart's thinking. Even if someone speaks out, it is impossible to prove whether it is the true reflection. Really want to push a big deal to each other: "The son of fish, how to know the music of fish; I know I do not know the joy of fish, the son is not how I know I do not know you do not know the joy of fish ..."

To figure out what a good user experience is, we can't put the "user experience" thinking on the political right and the level of chicken soup for the soul. There is no doubt that it is really the key to Apple, the understanding and interpretation of this concept will directly affect your business and even the whole nation's enterprises in the current and future battle Effectiveness index. Like "democracy", it hides a great deal of thought that we have yet to read and yet realize. We need to constantly scrutinize the "user experience" of the actual content, rather than stay in the text level! We need to face our own heart and truly humble ourselves once, to zero ourselves. Pull it back to its original point, forget all the other people's constructs, and look for clues again.

A simple and outrageous review of the "user experience" is the birth of the concept of the process: "The vernacular is because the early Internet many engineers according to their own logic habit of the software to do the ordinary people can not use, and the user to spank the opportunity cost of service is too low, so the importance of user experience gradually in this industry formed a consensus. "But in fact, if we look at it a little more broadly, the user experience is not a patent for the Internet, it's not the Internet." To relax, we can think of it as: when a human transaction arises, the user experience of certain products or services comes into being, which runs through the formation of the Human Business Society. In that case, the user experience can actually be interpreted as the value judgment of the person's need to satisfy the process.

It is mentioned here that demand has to draw a line with Maslow's theory of demand, Maslow is a logical classification of human needs, and does not involve the judgment of demand value. And what I am going to explore is the way and channel for people to make value judgments about their level of demand satisfaction, this process does not have the potential of Maslow's demand for the realization of the value of the following sequence, but simply to explore how people are all products or services is how to experience the process. I have roughly divided it into two latitude: first, human as a biological person to the product experience value judgment; second, human as a natural person for product experience value judgment. These two latitudes are in the product of mutual infiltration exists, there is no order. Most of the people's experience judgments are based on the position of these two positions.

The first dimension of user experience: The perceptual experience of human beings

The first dimension I call the user experience as a creature of human perception, I call it the user without brain experience. This is the most important, and currently by Chinese businessmen most neglected user experience.

We have lived in this world for tens of thousands of of years, and before we distinguish ourselves from other species by name, we, like other species, respond directly to the outside world through our sensory organs. For example, we can make the most delicious choice about 2000 kinds of apples, and the experience feedback of the products directly leads to the fate of the majority of the Apple species being eliminated. To this day, most of our product experience judgments are still not judged by our thinking logic after we become "human", not just Apple, but most of the responses to the world are not determined by brain speculation. So that the value judgments and behavioral judgments that do not go through the brain are much more than speculative judgments! So, marketers, you can imagine how much of a user's brain-free perception experience judged in the user's purchasing decisions when faced with a decision to buy a product's user experience, You think that people use logical thinking to make purchase decisions, but in fact, it has a far greater influence on buying than the logic of human thinking on buying.

This ability is at the peak when the person is in the child's state, and then gradually loses as it enters the depth of the human socialization. The only way to maintain this biological perception is by artistic edification. The interesting thing is that the people who ignore this kind of user experience are the biggest soft rib of the person (including these big guys) who is the user experience that hangs on the mouth every day at home. Their socialization is generally very high, and their brains accumulate the most experience and sentiment is related to the social game rules. The fortunate experience or exposure to art education is also a common tragedy, they learn painting, music and so on are not related to art, is purely technical category. Of course here to go down is a very big topic, here for the time being not table. How does this biometric flaw affect our judgment of product design?

Take the user experience of the mobile phone as an example, as mentioned above, because this perception of sensory perception in their consciousness is basically equivalent to 0, so they do not want to pay attention to the product of this aspect of the user experience, but not consciously caused by blindness, or consciously but perceptual ability has been impotent. They are extremely unsure of what "beauty" is in their hearts, and they see everything as a matter of course. Sensational points to say: "Their tongue has long forgotten the sweet astringent rice, eyes have forgotten the transparent blue sky, their palms forget the breasts, the brain forgot the question mark, the body forgot God ..." They certainly do not and will not think from the following latitude to the mobile phone's user perception experience conveyed: "If the mobile phone is just a simple user must carry the" object ", the user to the object of the expected size, weight, touch, texture, shape, color ... What is it like? How can a mobile phone and a bunch of other brands be put in one pocket so that every user can be identified by just playing with his hand? What does it convey when a user is alone in a daze or expects a phone to flip over the user's palm repeatedly? ...... It is not unreasonable for these people to make things known as Shanzhai, and in this field they have neither experience nor the creativity to deal with without experience.

In fact, from the perspective of my biological perception experience, jobs is the person who is now figuring out the sequence of human and cellular relationships. The key to this question is, who is the first target of mobile service? The answers are as follows:

A, Hand

B, Brain

C, Ear

D, eyes.

Anyone who ignores the biological perception experience will undoubtedly choose B. I can't speak for Steve Jobs, but you can look back and see what Steve Jobs's key decision on the IPhone "makes the phone lighter and thinner, keep 3.5 inches in one to four generations, remove the physical keyboard and replace it with multi-touch, front and back special glass ..." These are the core decisions that lay at the heart of the IPhone user experience, is not for the "brain" service, but for the "hand" service, he chose a!

This is not a sophisticated and forward-looking judgment, but he notices the presence of his hand, and notices his own value judgments and emotional memory. And know that users buy and not buy first is the hand to decide. Therefore, in the design of balancing contradictions, the priority is "hand" feeling. Just because you don't pay attention to the lack of knowledge of the user without the experience of the full effort, there will be so many people do not know where Apple is good but will produce is like it, because originally--like the feeling is not from the brain.

Not for every "brain" and design things, people today's brain structure shaping not long, how will know what they want? 10,000 of the brain's expectations of the phone will be 10,000, and the "hand" is relatively stable, because the human palm to evolve to the next stage how it will be thousands of years later, And there is little difference in the hands of different races.

Make such judgments do not need to know how much industry data, and do not need to consider competitors to do what the analysis, and even do not need to refer to consider individual people's likes and dislikes, but only directly into a relative with God and the state of natural persons to see the problem! To review this for you, Well, if that's the point, you guys are blind. The big boys don't understand, take the girl that we all know again the example, again to rehearse the concept of user without brain experience: Please associate yourself with the process of establishing a relationship Do you make value judgments to each other through a rigorous brain reasoning? Obviously not, in your vision and touch and sound will directly affect the heart, and fill the memory, as for all the other elements, you know! Looking back at what Joe did, it was the equivalent of finding all the men's favorite female forms. and apply for a patent. Since then other women can not grow up like this, other women are very unhappy, so they can only play skills, spelling scale. Although tired of the standard form of beauty of the men called Cool also have a piece, and looks to the orthodox sharpening, in fact, the outcome will be, you know!

Summary

The first dimensional user experience is relatively unrelated to the human brain, because the body that exists as a biological concept directly values the world and has its own independent memory system and emotional system. Even when necessary, you can ignore the brain commands. It is hard for you to notice this power, but it does exist and it is extremely powerful.

The second dimension of the user experience: The lonely experience of the product

The second dimension of the user experience I call it a product of solitude, and here I declare a law that I have summed up: any tangible or intangible product, as long as it is continuously and effectively implanted in the product to ease the isolation of human beings, is equivalent to providing the user with a pleasant user experience.

This law stems from the thought of why people are "human": Long, long ago, we leap from the existence of biological human beings to the present concept of the natural "human" existence, the most crucial step in the leap is the human self awakening. According to myth, we steal the forbidden fruit in the Garden of Eden, thus, each "I" is imprisoned by God alone in this endless time and space of a small segment, each of us need to face the death of independence, and the reason for the fear of death is that it represents the eternal loneliness! This is the biggest difference between human beings and other species, and all of civilization and history begins here. Because the awakening of mankind has gained the power of far beyond all other species, it has also made people suffer from a disease called loneliness.

It is for this reason that it has spawned a much stronger desire for communication than any other species, and we have invented words, communications, and networks. We strive to improve our communication tools and methods, in the final analysis is for us to pursue even if only a moment of "not Alone": our paintings, cameras, and books are also designed to break through the constraints of our own time and space, and we hope that our thoughts will find the soul's resonance in our voices, our feet and our lifetimes. That's why we invented social games, we have created all kinds of games called "success", so that people forget that they exist as a "role" in social games, and we also challenge the realm of God with the courage to know that we cannot, even though we have only been to the moon for the time being, Although we can only clone small animals for the time being ... Because, a generation of "people" in the spirit of transmission through the blood, hope that one day, we can go to the end of loneliness. This is not sensational, but belongs to a heart of all the past existence of the view. This is the fate of mankind, no matter what you as a biological human needs and even the needs of the community how to be satisfied, you as a natural person burdened with the lonely demand will corners to your heart a thorn. Because this pain point is ubiquitous everywhere, we can implant and bind the elements that ease loneliness into all the things that we can touch or perceive. It's not something new, we have a lot of that in real-life cases, but we don't have a systematic understanding of this kind of application!

For example, the birth of a "birthday cake" is a typical example of injecting a lone placebo into an entity's product, but unfortunately the person who originally invented the concept could not be protected by the patent, so the economic value of the inventor could not be discussed ... For cakes this long history and technical barriers are not very high products, no brain experience in this product has long been polished to the extreme. And, in any case, the classic color and aroma grade ratio, the user is tired of a period of time, can not form a long-term effective user stickiness. The situation lasted a long time, but one day at last the smart guy might feel that life was too hard, and the cake was a mental match, so try refining the abstract concept on it-putting the concept of birthdays into the cake. Let all your friends sing a birthday song for you, and let you have a little religious wish and a candle-blowing ritual, and then you will eat this cake to your friends! The same cake, made of water, flour, eggs and yeast, provides a user experience that no other pastry can reach. Even the need for this kind of abstraction of loneliness is stronger than any other biological perception experience that this pastry can provide.

There are a lot of related examples, such as chocolate, roses, mooncakes and so on. Even though these products themselves have nothing to do with loneliness, they all have a successful infusion of elements that ease human autism and allow users to feel the feeling of not being alone when they consume the products themselves. The impact is conceivable. Especially in the social material so fertile today, the more socialized people, the more they will pay for this kind of loneliness relief products. And such a product experience once successful, the expiration time is often very long, because loneliness is eternal and unlimited capacity.

The same is true of other industries, and if you look closely at the odor, any good service industry will have to implant the "ease of Loneliness" element in the service it offers. such as the third space of Starbucks, McDonald's family atmosphere, the spirit of the cinema together ... Because in these industries competition, for the biological level of user experience is difficult to form a competitive barrier, but the product of this kind of anti-loneliness experience can be built, and even its strength can not be changed to your own degree. The Coca-Cola Taste Change event was a typical example. Because Coca-Cola symbolizes and carries too many people's past for themselves, it is an important clue that every "person" of that era has to carry on its own traceability, and the source of this clue is the taste of Coca-Cola's memory on the tip of the tongue for years. It carries a generation of people's past, can you imagine the loneliness of a person without the past? Social change too much too fast, fast to people too easy to lose themselves, so there will be an era can not tolerate a drink in the taste of a little adjustment and so grumpy reason.

So for a natural person, the key to a product's user experience is the size of your product's empty frame, and the extent to which your product can be alleviated by the sense of loneliness in which you live as a person, and how many people's lives can be saved in your life; Is that your product represents the spirit of how many users brave to face the courage of loneliness-tell how many users, my presence will accompany you to the end of life, I will always be your positive belief support!

With that in mind, when we look back at jobs and Apple, you find out why these people are so obsessed with an electronic product, just because the product itself is a perfect experience? If the light does so can only be attracted to the electronic products and quality of life has a higher demand for users, It's not enough to get people to sell their kidneys. I would like to explain from the following two angles:

First: The Apple phone itself is a huge empty box, through the activation of the APP market, so that the standard system of small box to become the bearer of human communication most of the place, the mobile phone itself is a modern people with the first window of communication.

Second: After jobs and Apple were assimilated, jobs put Apple's products on the back of his stubborn image of ultimate loneliness. And the people of this era, in the face of this problem, is weak, is evade, is ashamed of, this and we give the Buddha contribution incense Money psychological state, for their own lack of courage and wonderful to Apple to pay, jobs, the attitude of life for people to provide the face of loneliness a good reference answer.

We have been imprisoned by God in this little planet for tens of thousands of of years, and we have the loneliness of our bones. So, there are a lot of things that have no economic value, or no economic value at all in the short term, why are so many people still going to do it? Because some people have a sense of purpose in the pursuit of the ultimate truth in generations.

Again, we are in the "natural" existence needs in addition to ease the loneliness there is nothing else! For product people, as long as you have the ability, there is no need to look for market demand. Lonely market will never saturated, lonely market never borders, lonely market never need to divide the user group ... No matter what product you do, try to rethink it from this perspective.

Summary：

The production of all experiences arises from the process of satisfying the needs, and the need arises from the perceived lack of human self: as a living creature, your stomach will tell you what you want to eat, your fingers will tell you not to be grilled for more than three seconds, and your brain's BUG will tell you that Starbucks ' oversized cup is the most appropriate choice ... What I want to tell you here is that people exist first as biological beings, and the time that exists in this state is much longer than the time you have as a natural person and a social person, and any part of your body is far more intelligent than your ridiculous logical judgment, and all your organs have independent wisdom, Learn their language and use it!

However, after awakening becomes the "person" in today's sense, he is cursed by eternal loneliness, which makes it the most urgent and unmet need to relieve loneliness after being a person. As long as you can learn to use your products, triggering these biological and social people lonely self-awareness, and then to comfort, products will naturally provide users with a good experience and produce value.

PostScript

This is the first time to write industry-related articles, thank you very much to see the last person. The language itself, no matter how it is used, conveys its meaning to be imprecise and inaccurate. Deficiencies, but also hope advice (e-mail: chenshucafa@qq.com).

Some readers may have this question, why not from the social position of the product user experience analysis? I think so, this article is written to those familiar with the rules of social game spermatogonial, and social and social composition and value orientation with the region and the times change too much, Moreover, I am a disadvantaged group, in the social game level and power are not enough, and have such a skill spermatogonial China has never lacked, I believe they have some experience and ability. So, I consciously took this part around.

But I have the absolute confidence to talk about what these spermatogonial are really missing as "bio-human" and "natural" parts. To turn a blind eye is human nature, and everyone can only see what he is willing to see-if you do not plant the seed in his heart, he will never see this presence. I hope my article can sow such seeds, this is your real gap with jobs, because I really feel that there is no fear of the gap is not even know where to give up or feel good, so I have patience to write this article. Hope to have a little use for the heart.