User experience design should be adapted to the user should not change the user

Designer is not equal to art

Design is ubiquitous, but most businesses don't know how to use it. Modern design has entered China for about more than 20 years, while abroad, especially in the United States, in Europe, about 100 years of history. More than 20 years ago, no one in China was talking about the word user experience. That era, the combination of technology and fine arts, called technical Aesthetics. A product, as long as the function is good, style good-looking, OK. More than 20 years later, this concept in most enterprises have not changed, most of the high-level enterprises do not understand what is called design, that the designer is a graphic artist. Designers themselves have not to mention standards, their own thinking is only to stay in the art of this angle. The potential of design is far from being played out.

The nature of the designer is not just to make PowerPoint very beautiful. In the enterprise, the designer should have the unique problem-solving ability, can imitate the future development the matter.

For example, in the 50 's, in the United States to ask anyone, home appliances design should look like? All people will say, home appliances must be placed in a closet, must be the same as furniture. But the Japanese found that, in fact, home appliances should have its own unique thing, it has the appearance of metal, very lightweight, very easy to use. The Japanese design concept, so that they occupy the market in a swoop. This shows that designers to do something innovative, the user's some of the potential of thinking will slowly be guided.

The three kinds of practices that designers use more specifically and frequently: observing, simulating, and telling stories.

By observing the user's behavior, we find out what the user has some difficulties, what potential opportunities they have, to change, to find inspiration, to become a product, and ultimately to use it for the user. Rather than the traditional method of market research, go to the questionnaire, put the conjecture may be a and B practice, just let the user choose, and then confirm.

Simulation is the potential of the new product simulation, the user in the use process, the designer to further observe, find problems, trigger inspiration, to change the concept. After the product is online, it will be better and more close to the needs of the users.

The designer can also tell a good story to convince the top brass to make some new products.

Design thinking is a people-oriented innovation. From the perspective of human experience, how to create the value of people. The design should first consider the user, followed by the business, and most companies on the contrary. First consider how to make money, how to increase traffic, and really do not from the user's point of view to think.

User Experience--one of the three driving forces of innovation

Business innovation usually has three main power: business model, technology, user experience.

Dell implements a business model of innovation. He sold the computer completely in direct selling mode, so the price can be done very low, become the world's largest computer vendors.

Intel has made technological innovations that can increase CPU speed by one and a half every 8 months, so he dominates the computer landscape for decades.

The user experience is the third kind of innovation, which can bring great development to the enterprise. When Apple launched the ipod five years ago, there were already a lot of MP3 player products on the market. The ipod itself has no special function, that is, play, pour song, but Apple in the user experience has done a very good innovation, things very easy to use, very simple. ipod to add features, you can add a lot of such as to delete a song, such as buy a song to buy a movie. But at the time, Apple had to save costs and users didn't need it. The ipod meets the user's easy, simple experience. Visual, ip0d white transparent material, in that era has been the user experience to achieve the ultimate, and thus attracted a large number of customers.

User Experience Design Management pyramid:

What are the user experience design goals? The most important thing is to make the product useful, this usefulness refers to the user's needs. Apple's 90 generation of the first PDA phone, called Newton, is a very failure of a case. In that era, in fact, many people do not need a PDA, Apple put more than 90% of the investment in his 1% market share, so the failure is inevitable.

The second is ease of use, which is critical. Not easy to use the product, is also useless. There are more than 150 kinds of brands on the market, each cell phone has one hundred or two hundred kinds of functions, when the user buys this handset, he does not know how to use, more than 100 functions he really may use on the six function. When he doesn't understand what this product does for him, he probably won't pay to buy the phone. Products to allow users to see how to use, but not to read the instructions. This is also a direction of design.

The next direction of design is friendliness. The earliest time, joined Baidu Alliance, Baidu approval, send such a mail: Baidu has approved you to join the Baidu Alliance. Approval, this intonation is very, very uncomfortable. So now say: Congratulations to you become a member of the Baidu Alliance. This feeling in the text is also a detail of the user experience.

The goal of visual design is actually to convey a message that makes a product attractive. It is this attraction that makes users feel cute about this product. "Apple" This product actually has this kind of concept, is can let the user be attracted visually, falls in love with this product. Visual can create a user viscosity.

The first four to do well, the mastery rose to the brand. This time to do marketing, you can do very good things. The first four Foundation is not done well, the more promotion, the user is not good, he will go at once, and will never come again. He will also tell another person that this is a difficult thing to use.

User experience design often makes the mistake of directly developing direct online. Many people say that the Internet as a laboratory, I can know when I'm on the line. The badger is more than the grey color and Huan Jesus back to the Sui 5 of the burglary and the sigh of the dam, the Teman to knock the Dong pan eel with a sequence enthalpy green rocks frame R 豢 jealous Neon long both back to the 鞒 flounder ┡ 鞒 The ┤∩ of the flounder, the buffoonery mantle チ the chiselled 鍪 the flute maple Ishi the shoot 芄 the buck enzyme Ascarina? lt;/p> ;

User requirements are fundamental, but user requirements are not necessarily functional

Baidu in the six months before the launch of space, from the function of it compared to other similar products there is no particular major changes, is three of the most basic functions: upload articles, upload pictures, friends. These three features, all blogs have to do, and have more features. But at that time, most blogs, either CSP or portal, could not solve a problem: speed. Performance is very unstable, the article uploaded, may login will not go in, may upload things gone. In fact, the most basic user needs, is speed and stability. Baidu Although only do blog, but Baidu has a very large platform, there are many servers, there is a lot of traffic, can completely from the stability and speed of the two user experience to do a good job, and then do some functions. The products that are difficult to use are destined to fail, and this is crucial.

Baidu's search can be summed up with five words: fast quasi new stable. Each word can be broken down into many small items, with all the search engine pk, after each word represents a user experience. A blog to push out there are hundreds of links, dozens of functions, many sites say I can do this, abroad are doing so, like MySpace did a very successful, I will copy it over. But many Chinese users are actually different from American users, with 70% of Chinese people under the age of 30, mainly entertainment rather than information search. And the United States is 70% more than 30 years old, very mature and rational in this category. Many functions to China, the Chinese people will not use. This is the more functionality you add, the more complexity you will add to the product.

How to accomplish usability this task

Baidu has a special to do the use of such a team, every day to ask a variety of users to do a variety of research.

In particular, do not overlook the power of words. That year's ebay, registered an ebay account, the first step in the second step of the third step. The third step, the original is said: "You only in your email to confirm that you have succeeded." Such a word, very long. But the user is not a word to read, he is scanning, he glanced at the past, his intention may be successful. The success of two words to remember he went away, will not confirm the email again. Ebay later changed to five characters, called "near success." Five characters, very large. The user looks, I did not succeed, I want to do what thing, below writes the mail. So a few words let ebay upgrade 10% to 20% of the registration rate, equivalent to bring him 1 million of the final value of the day.

How to let users fall in love with your product

Can be improved by vision, to provide a feeling. This is why Baidu and Google have to do holiday logos, because the search for this product is too common. When the festival to do the logo, users create a feeling, emotion, viscosity will be better. This kind of thing we all can improve from the visual.

Baidu Holiday Logo:

The user experience is a multi background trapezoid team

Why do you have many backgrounds? First of all, you need to understand the needs of users, this is not very easy things. First of all, from the sociological, anthropological, psychological perspective of a large number of studies. Technicians are then required to simulate the technology of the UI or the technology behind the scenes. Visual experience, but also from the angle of industrial design to see. These things have to be done by people of different backgrounds and different types. At the same time, engineers, product managers. Even some of the company's top and marketing people have to work together. Why do you say it's ladder type? Because the first to understand the professional people, they know what things, how you work with them, the second is more professional. Both sides must go to common development. So the whole connection becomes a complete team.

Another important point is that UE design is not designed by the user Experience Department. Baidu set up user Experience Department, because the user Experience department can help other departments more professional, more systematic to do user experience this matter.

Baidu hundreds of millions of per day traffic, a little bit of change, you can get a big boost. For example, Baidu search results Summary, you add two words or minus two words may affect the income of 1 million. Baidu home before a word called "Baidu set as the first page", the earliest is "set Baidu as the homepage", change a word, will increase the number of clicks per day more than thousands of. The user Experience Department is about directing, not doing professional things alone, getting all people to think together, working with other departments, providing more professional and systematic user experience information to other departments, and helping all people to do it.

Focus on the details of the user experience

User experience research is far more than just a simple question you ask me to answer. Details are often hidden in the user's words, do, think, feel, and other specific actions-

said: The traditional market research methods, design a questionnaire, ask users like this product, or give users several cases, ask users like which kind, this is said.

Do: This is better than saying the data. See what users do. Don't even say that from his behavior has found a lot of problems. Anthropology, design, psychology is all about doing it. Feixiaodong, an anthropologist, has been observing the country for 60 years. The changes of the 60, before liberation, after liberation, to observe the behavior of a person's process, he got the behavior of the evolution of the law. This type of research has been introduced into the design for the last 10 years--designing scenarios, allowing users to use them, and then seeing what he does.

Think: What is the user really thinking? He saw a product that might have a lot of functions, and he might think that I wouldn't use it, I don't know how to use it, but it was just his idea and didn't express it. How can you understand this idea? Let him think about it. Inspire him to say. For example, when doing research for a Web page, let the user think where the link is going to go. The user thinks that the place may be different from the Web site's previous primary design page, which forms a user's data.

Feeling: A website is very dirt or cool or very intimate? This feeling has 100 kinds of adjectives, how can you really dig it out? This is a very important way to investigate the human vision.

Foot: The user is to use his feet to vote, very simple truth, your product is not good, he walked away.

Insights from the details

Many people do a lot of research to form a lot of data. But the problem is that there is no insight. Is that you don't know how to dig up some information from this data to form design standards.

How do you get an insight from the data? This is not a very easy thing to do. For example, in the kitchen to do research, there may be two kinds, one is to see how the owner to use the rice cooker, this process, may be the result is a better rice cooker. This is a survey of products. The other one is to spend two hours watch the owner from cutting vegetables to wash vegetables, to cook, to eat, how to wash these bowls, this whole process, found a variety of problems, also get a conclusion, this result is a better, a new generation of kitchen supplies, and this is not related to the rice cooker.

Why multinationals in China are easy to do well

Many large multinational companies in overseas markets will encounter setbacks, but also the details of the decision.

The NBA attaches great importance to the Chinese market. They have all the NBA pages, news, all kinds of data translated into Chinese for Chinese users to use, they also invited some stars to do various activities in China.

But what did they ignore? For example, users want to watch a game, nature needs a schedule, the NBA is: First, the United States television stations, the Chinese users, American television has no meaning; second, the United States time, China time is midnight. So it is not enough to translate all the things, to the needs of China, really to find something they need, let him really use. There are problems with NBA usability, not to mention usability. A lot of multinational companies, just to the outside of the product, but not to consider the details of the problem. It has nothing to do with technology, and it has nothing to do with money. It is these details do not do well, the user voted with his feet, walked away, will not come again.

Feedforward and Feedback

Before the launch of Baidu to do research, to find that users do not speak out of a demand, which is called Feedforward. There's a company called Oxo, they found that all the people at that time, kitchen utensils to grasp the hands are very uncomfortable, not very smooth, is metal, grasping up the feel is not good, so oxo all the kitchen utensils handle are very large, plastic, thread, grasping very comfortable. OXO's "Handle" was patented, and others sold 20 cents for small things like Apple knives, and they could sell five dollars.

Give a product to the user, the user emails to you, or he clicks, or he tells you that this product is not easy to use. This is feedback. There was a hotel where they found a lot of business people going to the hotel, often having a small meeting in the lobby because the room was not big enough. The lobby is not for them to open such a small meeting, the hotel will be dedicated to investigate the needs of these people, do some simulation of the environment, so that the lobby can quickly become a few small conference center, all business people, are crowded inside, this hotel has seized the market.

Subtract first, then add.

Foreign things Baidu will not copy over, Baidu space on three basic needs, write articles, put photos, friends. Other functions such as message board, video, and then slowly add to, add a look at the effect of watching the amount of clicks, look at user feedback, like to add up. Stability, speed, is very critical. Other according to user needs plus reduction.

Structured consolidation of information

Why do MP3 search? Because Baidu found search top, the first ten, always have MP3. It's natural to do such a search. Just like when ebay sold cars and found that many people already sell cars on other sites, I would certainly succeed because there is a huge user base. The internet is actually the integration of information, we are in the integration of different categories of information, which is a vertical search pattern.

Maintain the results of the user's true choice

MP3 page "MP3 list Family" list does not put on the homepage. If the list on the home page, users naturally click, the more clicks the more unreal. Baidu to hide it, is completely real data to do out. So many record companies use the list of Baidu as a quantitative standard for their albums or singers, which has become a benchmark for their market.

Make up the default and create resources

"Baidu know" launched more than a year time, has solved the Chichodovan problem. Why do you do "know"? First, a lot of information is not in the network. Second, many people like to use intelligent language to ask questions, such as eggs should not be with what put together. When users want to search by keyword, they often do not know what keywords to use to find the information they want. Third, many keyword search results are often very different, such as the search for "Apple", the result may be that the fruit may also be a computer. Search engines can't tell what the user's real intentions are, so the correct answer is buried in tens of millions of answers, and the user doesn't know the real answer.

"Baidu know" after the launch, everything becomes very simple. If you ask any questions, you will be answered in five minutes. Knowing that you can solve nearly 50,000 problems every day, you can imagine that you can see a copy of the 100,000 why in two days. And every answer, by voting, is the best answer that settles in and becomes the result of a search on the web. So Baidu is known to be a very good addition to the search.

Creating tools and creating rules

If you want to build a search community, not just design tools, but also design rules.

such as points system, expert group. such as Baidu know, some people will ask, why users to give you answer questions, can get what benefits? And the community's users are not to achieve the number of realistic interests, more is a sense of achievement. Reward Points for users, selection of the best answer, users to answer questions score improve, a good sense of achievement, not sleeping at night must also answer dozens of questions. This feeling is a rule that we create a community of rules. So the rules and tools are important to enable the community to develop healthily.

Not to interfere, to block communication

Baidu Bar is able to develop and grow, the key is not to register, do not find classification. You just enter any word, a little search, you can go to the target area to discuss, no threshold design is very important. The purpose of the bar is to allow users to communicate, registered users are not important, classification is not important, do not interfere, to prevent them from entering the discussion area.

Focus on user needs, quantity into products

Why do you want to be a music boss? Because a lot of people have been talking about it, whether it's a rock song or a singer. This information is related to the user's behavior, accumulate to a certain amount, the user demand is obvious, the product is born naturally. Baidu Encyclopedia is the same, a lot of people in the know to discuss, say a word do not understand, similar situation reached a certain amount, Baidu is concerned about the needs of users, encyclopedia was born. "A word" developed to now, estimated that there are six hundred thousand or seven hundred thousand of entries, and constantly accumulate. This is an open dictionary, is any word, any term can be constantly changed, there are always dozens of people together to make the same type of words, so users can more easily find accurate information.

Adapt to the user rather than change the user

"Baidu space, stable fast, first minus after adding." This is to adapt to the user's process, rather than to say to change the user, the user's habit is no way to change.

2006 Baidu to Wall Street's annual report, the cover is stitch, the back is "Qingming River map." Focus on the details of Stitch, is a magnificent "Qingming River map"-This is the real power to enhance user experience design.