A clear core goal is to study the first thing the user experience needs to do

"Such as Google China Wu Zhohao said:" User experience as a shallow layer to participate in product improvement is easier, in-depth improvement is more difficult to advance. The user experience proposal "looks beautiful", however, it is often questioned that lack of reliable basis, data description and difficult to obtain support, user experience as an "indispensable" factor involved in many projects, but no case can highlight the value of the user experience ... "  Current user experience research is really popular, But in the actual operation but also very casual. This casually does not mean the work attitude, but refers to the lack of systematic methods.   Many people do user experience research is to arrange a beautiful venue, configure the eye movement instrument, install the video software, draw up a scene task, then the user experience, then is visited.   The results of this visit will, of course, get a lot of questions and a lot of fresh ideas. But to think about it, are these problem points scattered and without goals? Is it easy to be challenged: Is it really a problem? Is there a common problem? What is the impact on the site? How to solve? Is it all a problem?   The result is somewhat similar to elephant, touch the thigh to say good thick, do we want to cut the thigh thin?   So, the first thing you need to do before you do user experience research is to design a good framework for research ideas. The premise of   research thinking is to make clear the core purpose of user experience research.   Reader will say that user experience research is not to improve user satisfaction?   This is a specious idea! The website is good, the user experience must be good, but the user experience is good, to the website boss is not necessarily good.   The core purpose is to achieve the commercial purpose of the website. The business purpose of the different websites may not be the same.   for E-commerce sites, the core objectives can be described as: u       attract people to come and buy u       Let customers buy u       buy more u       will repeat the purchase   Good web design must be able to help achieve this goal, and user experience research is to study whether or not to achieve the goal? What are the obstacles? How to overcome?   Only if this goal is established, the value of user experience research can be truly revealed and quantified.   Goals are established, and the next step is to build our research framework according to the objectives.   to buy for example.   users to achieve the purchase behavior, need to experienceA series of purchase processes, simplified as follows:     Each process can be represented by a conversion rate%.   If the conversion rate of a process is not 100%, it shows that there is a user in this process has not reached the purchase. If a process has the lowest conversion rate, it means that the process is the biggest obstacle to buying. Through the calculation of these conversion rates, we can easily calculate the number of customers lost in each process.   With the user experience research of each process, we can find the key problem points and quantify the value of the improvement. The research of   above needs qualitative and quantitative combination of investigation methods. I am very interested to know how many internet companies are willing to bear the cost.