Design viewpoint: How to implement the user experience strategy in the company

Originally the user experience this thing is only our practitioner hot dish rehash thing, put a lot of concepts and technical means to pack the initial stage of the product (service) design, and in the process of inspection, iteration, optimization, repetition. But I have found that even in engineers, highly intelligent communications products or the Internet industry, there is still a so-called "professional user experience Designer"-this is not professional, but very good understanding.

Here's the problem, most of cavity's friends are in circles, a possible past in the plane, in the visual, in front of the development of a bad mix, so find a retreat of the backers continue to keep their jobs, good luck can also add value; one might not want to continue the pure technological survival, to package the future and resume, Caught to the management of the development of straw, intent to hit the snake hit seven inches, the result in addition to the name of the business card changed, dry or similar to live.

"Why is it so hard to implement the user experience design?" "," my level is the manager, but it's completely out of the question at the user experience promotion level-which is largely not a designer problem, but we did not find the "implementation of the timing", which is the same as playing the game, the light has its own accumulation, strategy, tactics are not enough, accurate timing more important.

The following is a speech from a previous high-level meeting of the company on how to implement the user experience strategy in the company (please do not use these pictures to write your ppt, you can draw the other I acquiesced), share:

1. Customer needs

The vertical axis is the degree to which the company currently needs to import the overall user experience strategy, and the horizontal axis is the urgency of the company's current overall strategy of importing user experience. For example: Your company's current products only focus on how to obtain market demand, how to determine the entrepreneurial phase of the business model, then not to the product implementation level, the current start to consider the user experience is vague, no value. Just like you are a manufacturer of chopsticks, if your chopsticks are sold to the mainland three-tier cities or rural areas, low-volume, quality OK to become the only demand for products, it has no "hidden experience" in this level, and when you make the chopsticks factory bigger, to export, perhaps you have to consider a lot of problems, For example, the environmental protection of the ISO standard, for the safety of the crowd (if you make steel chopsticks, then prisons or hospitals are generally not to be purchased), packaging terminology and color norms, etc.-and these problems, a simple quality supervision part has never even considered.

Of course, you can advise the company to refer to the success of some other products, but you have to be careful, in other people's products successful experience, may not be able to copy to your product. It's impossible to make a fantasy that Artie can surpass Adidas.

The diagram is well understood and the key parts are focused on the upper-right area (I will focus on the section below). "What users to Serve" and "customer's real needs" compare understood, "cost control" and the user experience is not only to reduce the cost of complaints and after-sale maintenance, but also include the cost of manpower (fewer people to run the customer hotline, fewer people to maintain the site order of the user slogan sit-in-such as real estate products), Time Cost (internal communication: Process and Data Control, external communication: User guidance and help channel increase-the cost will be reduced); "Product cycle" determines the details of quality improvement, some problems are bugs, some problems are availability, some problems are usability, The effective user experience strategy reduces the cost of the update and the time it takes to update the product when it is important to update each phase (the new home page, the new version of the software not beta, the new opening of the real estate, the new model of the car, etc.).

2. Product quality

As for the "one dimension", "No Difference" and "charm" in the picture, these nouns can refer to the explanation of the Kano model , and I do not popularize the theory. I would like to say that, from the domestic current consumer groups and market environment, in product quality itself for the user experience, the effect is far less than in the "Design competitiveness" and "brand building" aspects of the effect to be obvious, or more intuitive. This also explains a lot of domestic manufacturing foundry enterprises, or do supply chain, foreign trade, transportation and other infrastructure industries, so do not pay attention to the "user" reasons.

Because basically this kind of enterprise output product or service is a strong product, these products do not accept feedback from the "user", such as petrol, PetroChina and Sinopec Supply products, gas stations throughout the country to join the certification and national inspection of the cumulative standard entry, from output to supply the entire link is strictly controlled. This process resulted in oil (93-98, I calibrated, you observe, your car is also based on this standard design, you do not have to choose, unless you own oil refining), inventory (add up today without you, to add sorry, tomorrow early), the price (the country thinks to increase, of course, with energy-saving emission reduction or international situation of the banner added , you can not, unless you do not open, there is no bargaining space), service (I only refueling, you want to refuel the process to help you flush the body, sorry, there is a charge of the maintenance shop next to) Each link does not exist "experience optimization" space, also do not need. As for the gas station to send paper towels, the behavior of the map to the "user experience" is a drop in the bucket, and there is no greater space, which involves the cost of the problem.

This illustrates the "user experience" considerations for a business or a product, value is often different, so in the economic world and business environment, the development and survival of enterprises, higher than the level of user experience is "binding on the market" or "provide market demand optimization", rather than "whether to consider users"- This time often have to say "if you do not value the user experience, your enterprise and products will be discarded by users sooner or later", I am more helpless this acid scholar argument, first I do not see any one because the user experience of failure of the company, Second, I don't see any company that is successful because of the user experience (sensible you should know that Apple is not), please note that I am not talking about the kind of user experience consulting company.

So, the user experience itself is a plus-sign, is not life and death sign, promote good nature to make products and services to become better, but can not help the enterprise rapid success, this is a long time, because it is a long-term flow, so many of the boss always think this thing old input, no output, and no user experience it? Enterprises will not die, it may be impacted, but there is no media or public events amplification, the basic worry-free, compared to the business enterprise accidentally let the car hit more can affect the stability of the enterprise.

3. Competitors

More importantly than research users, study your opponent, if you have not found your opponent, please find him as soon as possible. Industry information is almost transparent, like naked shows, but opponents always wear military coats. In the face of various guns and economic experts turn to grind the foot of the argument, enterprises to study opponents of the method more effective is to visit, survey, training, learning or digging people.

A good team of people or experts, is your lack of "product driving force", they will also bring in "User analysis" and "Market analysis" methods, even ready-made results, of course, no one will admit that "I am not loyal to the company", compared to the moral sense, people prefer to choose "I am stupid." The reality is that the best way to learn about your competitors is to take their experience and the fruits of their experiences and plunder them. And that's what you should be guarding against in your business. You can find a variety of "benefits" from competitors ' products, but the reasons and prerequisites for these "advantages" are more important, and follow-up companies can do well, but never do the best.

This involves your boss, if he's a little rich that's a steady role, then the "user experience" level will be considered more slowly, your career development will be slower; if he is a product activist, his desire for talent will be more intense, war will be very enjoyable, but also bring too much interference in the design itself. There is no best result, only the most beautiful process, if your competitor is doing so, you should also respond, rather than waiting for opportunities or changes.

It is important to do a good job of user experience, but at different times it is necessary, the enterprise is stable first, next is the development, then is excellent, finally is outstanding-the importance of the user experience is also increased in turn.

These three dimensions are the ones that need to be paid attention to when you think about them. Three triangles constitute the prelude to stability, if your company's product business needs innovation, your marketing department tells you that "recently users have a lot of dissatisfaction with our products", your team members told you "I have new ideas, This design may enhance the user's satisfaction "-then you should not hesitate to start the" user experience "strategy throughout the company, first let the producer establish the conscience of the user's thinking.

Impatient to eat hot tofu, for our current domestic ued industry is very appropriate, you expect to make a difference--but this "as" may be in many levels produced a deviation, the deviation formed the mountain looking at the high mountain mentality, jump to jump to pay did not rise much, temper rose a lot; do to do to experience not accumulated much, the meeting opened a lot of It seems that the good products do not come out much, the article wrote a lot.

Maybe we haven't had a real "user experience" yet, but I smell the meat.