Interactive Design Research: Designers do not design for design

Article Description: Self-management of designers-don't design for design.

This is for the department to share, a few abridged.

Before I formally share, I would like to make a statement:

1. God horse product sense is, God horse to Product manager's height to think, God horse complement is a cloud, are bullshit. Why do you say that? Those are the right nonsense. I am an idealist, and I like to push it to a high level when I understand one thing and see it as great, divine and beautiful. What makes me despise myself most is that I also want you to understand how great and holy and beautiful it is. But it's okay, I'm waking up now, so I'm saying I'm not going to talk about the things I've been up to again from this share, and I'm not going to say the right shit. To speak, to talk about the work of things. Shake dry Goods.

2. Starting with today's sharing, I assume that everyone in the design department knows what the product experience is. User experience what is User-centered product design ideas and so on cloud. If you do not know the words can go up Ucdchina to read several articles.

3. In the future, my share will say something I think is right and scientific. That is, in my own practice summed up the experience and lessons. We have heard the calculation, for reference only.

Ok, now. Let's take a look at a case, which is a classic case that Taiwanese design guru Bao Yimin in the TEDx in Taipei's speech.

This logo on the map is a café logo, we see this design, a woman in ancient Greece to go down the coffee, down and the appearance of coffee splash. This should be the logo design of all cafes can be described as good-looking. To see another logo, Wang Wang, we all know, but its logo design, we all feel good? It should be one of the ugliest logos I've ever seen. A good-looking, an ugly, which we all agree. But the nice-looking café is closed, and the value of the product is more than NT $22.6 billion a year. What this means, that the design actually change nothing, Xiao Ming, design is to play, he is right, simple design is to play, it provides no value, also can not bring profits for the company. This is a very tragic truth. 85 degrees C is very hot to make money, but it has nothing to do with the design, and its logo does not matter, and its decoration, and his paper cup design is irrelevant.

Don't design for design

So when we do product design, we should not design for the design. This sentence may be thought to be the right nonsense. But I am really not easy to do in the process of real practice. So what is designed for design, and my understanding is that when I'm struggling with what kind of interactive controls to use, the use of the page or the pop-up layer, the website interface is full screen adaptive and or fixed width, the scroll bar is in the inside or outside, navigation how to design the cool, is put above or left. What's the best way to write a form validation rule, and so on, and so on. Something that tries to make it very good, when we are in the tangle of these things, is designed for design, is to do something that does not produce any value. Not to say not to do these thinking, but before thinking should be to understand the user as a prerequisite, do not think this interface this interactive product experience is your favorite users will like? may not be what they want, I survey down 80% of the Internet café users have almost no use of online shopping, Alipay is what how to use them do not know, which shows a problem, Alipay is a very difficult to use things, we sometimes use bad, not to mention Internet users. Many Internet café users do not understand the Internet do not know how to buy these things, for them, Alipay this thing placed in front of them, they can say it is not difficult to use? Omit n Word//

White-collar can not play games, but he is absolutely very easy to surf the internet, Internet users will only play games, internet it only know Baidu. They can't even connect Baidu with the search box, which means they can't connect the brand to the product. I know Baidu search is very good, but for them you give me what search engine I use this search, I do not care.

So only if we really understand who the user is and if the user needs to be the prerequisite, our design will be able to produce value. Users do not need very high-level interaction, we will use HTML native control on the line, the user does not understand the product, do the page or do the pop-up layer for the user is not much significance, choose a use on the finished son. A tangle of hairs is a waste of time.

The interface is merely a carrier of the product experience, which is explicit, but not a determinant. The deciding factor, the user and the product, is that we need to know the two things very clearly.

How to understand users, Tencent Tang Mu will be very disdain to answer you, casually on the street to pull two people to chat for a few days you will be able to understand the user. Specifically how to do it:

The first step, out of the design department, I know that this decision is very difficult. Out of this step, his mother can do anything good.

You can talk more with the operation, the product is they keep, from him there we can get too much data, users on the site, what is the click Rate, PV UV conversion ratio is what, the problem of the Web page, why this process users do not go down? The jump rate between page and page has not met the requirements, now the most profitable is which group of users, the longest online time is which group of users, they are in what kind of social class, and so on, as long as you are willing to this aspect to think, you pull an operation leisure bar chat for half an hour, know everything. You can also let them take the Web site analysis of the data report, in fact, the product line SVN on the weekly updates, perhaps we have never seen. The data is very able to explain the problem, user interview users and your dialogue he will lie, will be overstating, you also have to analyze which is the beauty, which is ugliness. But the data is very real things, we all have to learn to analyze the data, take the data to say things.

You can also go to the customer service to listen to how the user is dozens. I have no experience in this area, so I don't have to say more.

Also can go to the Internet Café bubble, at present, the short time of the Internet café is our user base, where we can get firsthand user information. We need to know that different time period of the user groups in the Internet is not the same, weekday minutes early in the evening, the weekend also points early in the evening, in each time period of users behind them have their own professional group, social class, which requires us to do interviews, do research, do questionnaires to understand and analyze. Said after the interview. We go to the Internet café, the first to play their own, they can use the Internet Café computer with the same as the home, you have been from a small white user to become an Internet café talent. Professor Fu made the user role in the user into the Internet Café Tatsu people, internet cafes loyal fans, small white, happy-go-4 type. Internet cafes are the highest level of talent, we are now what kind of users? We are Taobao users, is Alipay users, but definitely not Internet cafes users, we are not users of Internet cafes are still there tangled in order to design the thing is not a tragedy in the cup? Therefore, we go to the Internet café to learn to play their own, 2nd, to observe the user, how they play? I went to the Internet café last Saturday night, opened a machine to do it there, and then I looked at how they played, in addition to playing games, what else they do, how they operate the computer. Of course, this is only my method, not very scientific, but I believe that users who are not disturbed are the most authentic users, Professor Fu did not say that they do research at that time to pay users to allow them to give them 24 hours to shoot them. We can even install monitoring software in Internet cafes. 24-hour recording of Internet café user behavior, observation, analysis. This is the scientific method of understanding the user, all is the method of giving force.

There are interviews, how to do interviews, I do not want to say, purpose, method, time, place, people, questionnaires, interviews, recordings, video screen, analysis, correction. Anyway is an experimental design, we just have to ensure that his scientific on it, what is scientific, science is can be repeatedly verified is right and allowed to be overthrown things. Therefore, the interview is a continuous process, each stage has different goals and different meanings, but to continue to do.

Also do focus groups, to do usability testing, in short, there are really a lot of methods.

Say so much how to understand the user, in terms of how to understand the product.

Communicate effectively with the product manager

Here I only say one, is to learn to talk with Product manager, in the internet circles, has always been the product team in each role they are equal, we and product managers are cooperative relations, which everyone knows, but often in the communication of the relationship between the change, as if you were his leader, he is leading you, product manager said, This button put this side not ah, the color is not too heavy pull, hint text is not obvious ah, the text again a number ah, something more rough ah, we dare to tell him in person, these are all bullshit is a cloud? Certainly not, it's not right to say so! However, when people communicate with what attention, pay attention to share and win, is that you share your message to me, I share my information to you, you and I have been satisfied, this is a good communication. Our communication with the Product manager should be the same. In the product team we do design has a core competitiveness is what, do you know? Is the user, we are to take the interface to the user to see the people they use, we are the representative of the user, is the user experience of the discourse, so we have to take this imperial sword to communicate with the product manager, to tell him, what is the user experience ladder, our users are now the requirements of the product at which stage, Now Shun net products in addition to the master of the network is still in the security and can not be used to the stage, so those what fancy features, cool interaction are rolled aside, users do not need, we have to tell product manager, what can not do, what to do. The user experience is implemented in a phased step-by-step process.

In addition, we have to learn from the product manager here to suck milk, suck his milk, understand his strategic plan for the product, understand the operation, understand the technical bottlenecks, understand the competitor's products and their operations, understand everything about the product. How does he define the product line, this line 3 years 5 years 10 years of planning is how, we at the current stage to achieve what degree, external risk have? What kind of cooperation would you like to discuss? Project reasonable progress is what, the product in his heart positioning is what and so on, or that sentence, if you want to understand products, and product manager in leisure Bar chat for half an hour, know everything.

Because the product line content is involved, omit N text ...

I want to illustrate what these examples are, I want to explain is that we take the user's sword to make good use of it, we can use it to answer the product manager does not know something, you can use it to solve the problems we do not know, you can use it to the product manager and the equal communication, effective communication.

In fact, today is to say that designers should understand users and products, and not designed for design. When we do not design for the design, and then think about how to extend the user experience to the whole company.

The last Thought

And finally, I want to end my speech with Bao Yimin at TED, which is what kind of person are you going to be, are you going to be a person who has the power of a user experience, or just a person who is just going to bury his head in a design? Every designer should think about this problem, we can not become a better designer, we should be a more capable person, and when we become such people, we have to compare with all product lines, the whole company, the best people in the industry, what they will, what we do when we are outside the work, In the end we will be better than them, because all the things we will after, we will also design. Thank you!