Design idea: experience how to design

Although we have been waving the flag for a long time, even the media began to stir up the "user experience of competitiveness", a variety of design-type job recruitment process has embarked on the television program. In fact, the understanding of the "user experience" in our various industries is not accurate enough, the following dialogues for real experience, but not as a phenomenon to promote:

Customer: "I heard that we should pay attention to the user experience to do the products now ~ ~"
Someone: "Mmm ~ ~"
Customer: "Our products seem to be very short of user experience now." ”
Someone: "Oh?" ”
Customer: "Please help us design an experience!" ”
Someone: "This ~ ~ ~ ~ ~ ~

This topic caught my attention, the user experience is logically a user-side feedback, resulting in value mining and redesign, and can we design an experience to satisfy the "coming" or "being concerned" users without any user involvement? This may be a bit difficult, for example: You open a barber shop (now commonly called XXX modeling organization), users to wash the head, to the user is a veteran, washing the process found in the shop did not prepare hot towels, his heart to your store rating will be reduced, many times this "inner score" constitutes the most of the user experience of the content- The fact is, if your store only charges 10 yuan, then the user's rating will be ignored, because his pricing and evaluation criteria are reduced because of the price limit.

Obviously, the user experience is still dynamic, even on the basis of the same dimension, so the experience is not a single decision-making process, but a dynamic design process, so can we actually design an experience? I think it is technically feasible, but the results are determined by the dynamic adjustment of the implementation phase.

1. Propose a goal of an experience

This goal is actually the same as your product positioning and strategy, many companies to "positioning the company" and "Product positioning" confused, resulting in the essence of the product of emptiness and weakening, because I am a large branch of the positioning of the company is empty, weakening, such as: a shoe-making slippers sales companies positioning is "internationalization", Because the company location and cost advantage led to the convenience of foreign trade operations, by the nature of its own products should be "internationalization", but in the final analysis, how to sell slippers internationalization? So the company sent a designer to visit some of the XXX slipper design exhibition, photo souvenir-reproduction production-low price dumping.

The positioning of the product is definitely connected with the user, and the goal should be to use this product users urgently need to solve the problem or to be satisfied with the physiological and psychological feelings, such as you are a massage chair, you need to propose a unique, precise goal, now has two choices: decompression and Comfort . At the beginning of the product you may only meet a certain feature of the cost of investment, then find what point? I think first is comfortable, because comfortable easy to feel, and through the human body and other scientific means of data, can guide the design, psychologically speaking, if a massage chair is not comfortable enough, I believe that there will be no users believe it can reduce pressure, what is more, the massage chair designed like a torture device.

Therefore, to put forward accurate and simple experience goals is the first step for all products to be accepted, and also the first step for users to establish psychological expectations.

2. Tools for selecting inspection targets

We found that a large number of products in the use process and television advertising on the content of the different or even completely dissimilar, in addition to those malicious false advertising, I believe that the manufacturer of each product is the hope that its products meet the commitment, because this business integrity can bring profits. But actually very few people can do it, this is because when a product target is presented, there is no reasonable test tool to control.

Therefore, we found that in modern enterprises, quality supervision and quality control has become an important core department, then the product specifications are easy to test, the product in the ROI data can be calculated, the product risk can be estimated-the user experience it? How to effectively test the user experience?

First you need a department that works with the user experience, number according to the size of the company, the general user Experience department from the Research and development system (according to the current developments, I think it should be each product functional departments should arrange 1-2 user experience of the researchers, then he/they together to form a "User Experience Center"), These people with enthusiasm and expertise can help the product to avoid most of the ineffective experience in the initial stage;

Second, a closed-loop inspection process that requires a user experience, Japanese mobile phones in Japan on the quality of the demand is such: "We strive not to create a scrap," and to China after the local became: "We strive to not let a waste out of the factory", you look carefully, whether to find our gap? In fact, a lean production attitude is also to pay attention to the excellent embodiment of user experience;

Finally, the so-called tool is not to write reports, to write checks, to hold a scan stick staring at commuters, but a mechanism for finding problems. Usually we test whether the experience is designed to be perfect, there are several channels: quality Management, designer's active inspection, the strict control of the node, the product phase summary meeting, the test phase of the iterative design.

3. Collect feedback on user experience

We are now doing a lot of user experience research practitioners, in fact, most of the time to do this thing, collect feedback, form data, identify problems, ask questions. It is important to collect feedback, whether it is to design a questionnaire, to conduct interviews anytime, anywhere, or to analyze customer complaints, phone calls, and even on-site testing, the resulting data can reflect the vast majority of product issues, but the user feedback is everything?

For the design, sometimes it should be based on the designer, because users have no expertise, they can hardly tell you what "new product" is really needed, and if your company is a follow-up company, we do what others do better than him, then the user data collected is directly iterative. But if your company's competitive edge in the industry is already saturated, it may not be useful for you to develop the next product strategy, but for the " experience mining ", from the collection of user feedback to find the experience has not been developed.

The results of any survey are almost always intersecting in terms of the lack of user experience, and the lack of intersection is the part where we can find opportunities. It is as if the stories of wolves and sheep that we have heard from childhood are based on the moral of social survival and the entanglement of negative human nature, I don't know whether the creative team of pleasant Goat and Wolf had systematically studied the behavior and psychological feelings of their users (the audience of the animation), but if none of the users really mentioned " I like to see the fun stories of wolves and sheep together, so this is the part that can produce ideas.

For 1960 years, Rembrandt in Eastern Europe was not popular when it came to making cats and mice, so why did the return to Hollywood affect the lives of two whole generations?

4. Always optimize the details of the experience

As soon as the product is placed on the counter, then all the designers are almost difficult to control its end, this link is mainly for the retail link and after-sales service link chat. User contact to the first stage of the product is: The media (visit the website, watch TV to find ads and soft text), Friends Oral (party chat, etc.), friends borrow (see the other side in use, feel good to play it), random browsing (shopping in the process of the encounter), counter consultation (the process of the above stimulated the purchase desire after the result).

These different situations can lead to the anxiety of experiencing, and it is precisely these that we are not so easy to notice, we think that the good part of the problem, and finally lead to the detonation of the problem. The most famous marketing flaw is that the shop assistant on the counter, because of the clothes of the purchaser, flashed some disdain in his eyes, and this alone can destroy 25% of your annual sales opportunities – that's not what I made up, and I wonder why our marketing industry reports never do this research.

How to optimize? The first is to control the elite crowd, they have the vanguard of the product, in each small circle of life has a certain voice and influence, the first element of the product is to consider their status, give active elite users some incentives and concessions, and draw their advice and advice, to solve the problem first discovered by them; Good after-sale access to manufactured products, policy guidance from top to bottom, only solve the problem, do not look for excuses, domestic mobile phone brand manufacturers to look at the current charm of the family to do a good job, Lenovo is particularly bad-but it is ridiculous, because of the change in the machine policy, the charm of the family's financial problems; again, do a good job of human concern, Especially for the more complex sales channels of goods, and the higher the price of products, the experience problems arise the more likely to trigger the user's anger.

5. Do not consider the experience of a challenged person

Everyone who has studied economics knows that 80% of the profit is brought by 20% of customers, so why do we have to compete for 80% of the users? Because China is a complex market economy, our various industries of the Red Sea are too many, and the blue ocean basically we do not have the idea to attack, so can only be badly beaten. Is there a blue sea for homogeneous products? I think the blue ocean of most products is in the user experience .

Since it is necessary to design and optimize the user experience, it is natural to determine who is our real user, on this issue, there have been a large number of books and articles described, methods, are very practical. What I want to say here is that since we have limited time, limited capacity and limited input, we have to make a choice, and we don't have to think about the experience of those who are challenged.

What are the doubters? Hired gunmen (the authors of the reviews of the major websites), malicious competitors, critics of the user (any product he will be in the absence of a skeptical attitude), after-sales service additional requirements have not been satisfied with the user (you are under three packs of agreement repair, users think you should send him a battery as compensation), The advantage of the swinging person (any product as long as the free gift, he will support).

What are the killer users we should focus on?

A. Women, the elderly and children: no matter what products you make, you should make sure that these three types of people should be easy and safe to use (of course, children are not able to drive, but they must be safe and comfortable ride), and in the color and the shape does not let them feel annoying;

B. Private experts: That can compare 6 supermarkets different chocolate price, used more than 30 mobile phones and know the most novel applications, the local similar restaurant decoration, the most discounted crowd, are some of the top users, their views can even become the driving force for product innovation;

C. Sales staff: Their sensitivity to profit leads to the fact that they are often most familiar with the "ordinary user", and that the ability to sense the wind is an important skill that our designers should learn.

Finally, the user experience is not the pants broken patched, but the patch into a design, a value beyond the expectations of the user performance.