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Baidu Chief designer User Experience Department director Yu Guo speech:

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. Visually, the 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 the results of the on-line. This is of course also a correct idea. But there are too many mistakes before you go online, and that will affect the outcome of events. At the beginning of the time can be very accurate to make some judgments, make some trade-offs, in the Internet laboratory, can do better.