Interactive designer in the workplace must read "broken cocoon into Butterflies"

As an independent discipline and industry, user experience design is developing rapidly and getting more and more attention. With the development of the concept of Internet thinking, the status and the focus of "user experience" are further promoted and strengthened.

There are already a lot of professional user experience books on the market, but it is rare to solve the many realistic problems that the user experience designer encounters in the workplace. This book from the user Experience designer's point of view, this paper systematically introduces the learning method, thinking mode, work flow and mode of the career, covers the basic knowledge of user experience design, the role and career perplexity of the designer, the work flow, the requirement analysis, the design planning and design standard, the project follow-up and the result test, The designer's professional accomplishment and the need to have the consciousness, and so on, try to help the designer to solve some common problems encountered in the project, find their own career growth path.

NetEase Senior Interactive Designer masterpiece, Full-color printing

NetEase founder Ding Lei recommended

User experience design industry experts alike

Expert comments:

Successful Internet products can not be separated from the spirit of courage to innovate, meticulous attitude, and improve the grinding. In more than 10 years of development in NetEase, we always adhere to do have the soul of products, through the excellent experience really impress the hearts of users! This book shares the valuable experience and lesson of NetEase Designer, can help you less detours, in career development "broken cocoon into Dish", stand out!

--Ding Lei, founder and CEO of NetEase

This book summarizes the typical problems in user experience practice and describes how the author thinks, handles and improves in a very approachable language, and this series of fascinating stories resonates with me. This is a practical case to share, a rare user experience design category books. I think you deserve to have, it will add new wisdom and experience for you!

--Secretary general of International Experience Design Association (IXDC) Hu Xiao

This book is an excellent designer of NetEase with its own work experience as the blueprint, combined with the work of experience, the realization of the lifting of the tripod, is a user experience designer must see the classic works!

--Wangfangjin, a senior user experience expert at Alibaba Chinese website

As the head of the design team of a top internet company, the author has experienced different stages in the field of user experience, and corresponding to this period, regardless of product carrier or product profit mode has a rapid evolution. This book not only has a lot to the point of the answer to work puzzles, but also the development of the designer and the way the design of a good combination of evolution. It is a prerequisite for beginners!

--Ally product design director Zhanglizhou

This book allows us to explore from another perspective how a good product is produced and how a product manager can better match the designers. Whether it is a designer, product manager, or product operators, can get good help from this book!

--Sogou User Platform Division product manager Zengzhi

For the user experience designer in the workplace of the many problems encountered in the book you should prepare a book!

This book includes the following highlights:

What is a good user experience design;

The role and career perplexity of the designer;

Work flow and requirement analysis;

Design planning and design standards;

Project follow-up and results inspection;

The designer professional accomplishment and need to have consciousness;

Why design.

Wonderful Sample chapter:

　　What did the designer design for?

What did the designer design for? For the boss, for the user, or for his own design?

If you want to say the value of the user experience designer, I think it is through design to improve the user experience of the product, so that users more efficient and enjoyable to complete the task. I believe we have all heard of the "user-centric design" and are encouraging and advocating this practice. I used to think that my job was to improve the lives of most people through design and to be thankful for it.

But in practical work, we may encounter a variety of situations.

　　Scene one: For the boss/leadership design

Designer: This place can't do that. This affects the user experience very much.

Product Manager: I understand your idea, but the leader said, it is necessary to do so, I have no way ah. Why don't you go talk to him?

Designer: Well, in that case, I have nothing to say. Just do it.

　　Scenario two: Designing for money

Designer: This place is so designed and the experience is fantastic.

Product Manager: Well, yes, but we'd like to add an ad here.

Designer: The addition of ads too affect the user experience AH.

Product Manager: I understand, but that's how we make money. No advertising, no income, we all have to be in the northwest.

Designer: Well, in order to make money ...

　　Scenario Three: Design for the user

User A: The interface looks very dull, or a light-colored look.

User B: I would like to add a collection function here.

Designer: The user is God. Just do as the user says.

　　Scenario Four: Design for a compromise project schedule

Development Engineer: This design is difficult to achieve, almost 2 weeks.

Product Manager: Will the designer see if it can be modified?

Designer: I've spent a lot of time in this place. With this option, the experience will be much better.

Product Manager: I understand. But this project must be on schedule, otherwise everyone's work is meaningless. You might as well change it a little.

　　Scene Five: Design for yourself

Designer: This page is complete, you see.

Product Manager: Good-looking is very good-looking, but not in line with the user's habit ah. You see this button can not be red, because red in the rest of our software is a warning meaning.

Designer: But the other colors are ugly. And I think the red is very classy.

Product Manager: But users will have doubts when they use it. We are very keen to highlight this button and let the user click without hesitation.

Designer: You have to let me change, I can only change a lighter color red, or too ugly. Don't say I did it.

Product Manager: ...

　　Who was it designed for?

Before we make this clear, we need to be clear about the value of the user experience designer. We say that the value of User experience Designer includes user value, business value, project value, brand value. In practical work, we should try to weigh the pros and cons to maximize the value. First, we need to rule out incorrect values. Secondly, to avoid too extreme and absolute, we must understand the appropriate flexibility. Finally, we should pay attention to balance different value tendencies, so as to maximize the overall value. Now let's analyze the first few scenarios.

Let's talk about the boss's problem first. First, consider the boss's position and think about the reason why he did it. A wise boss must have his reasons for making a decision. But if the boss has no reason, just because of personal preferences, and forced to order others, and you can not be persuaded, then don't be discouraged and disappointed. No matter how the final implementation, in the heart must adhere to the correct design standards and methods. Constantly improve their own level, so that they become more and more powerful. You will have more choices in the future. If you just blindly accept or blame, lose the morale, lose the ideal, then eventually you will also lose the growth and future opportunities to choose a better environment.

Talk about the money problem. In this case, it really doesn't work to put the user experience in the first place, and you really need to sacrifice some of the user experience when necessary. But what we do is balance, not the trade-off between the two. If the user experience is compromised in order to maximize economic benefits, it is not worth the candle. As shown in this site, cluttered ads to the user needs to cover up the content, the user experience is very bad (now revised). User experience is not good, users are not willing to come again, resulting in reduced user volume. Fewer users, the effect of advertising will become worse. Over the long term, advertisers are not willing to continue to put ads here, then the site will not make money.

Therefore, designers should pay attention to balance the relationship between business value and user needs. To make the site profitable, but also to maximize the user experience.

Say again the user. Designers know that "user-centric", but this does not mean that everything needs to listen to users, but through their own professional level to judge. If the designer only know blindly to cater to the user, no advance consciousness, then also never do not sell users favorite products. Many designers may have such an encounter: the customer constantly put forward a variety of strange requirements, designers are satisfied, but the customer is still a variety of dissatisfaction, and finally blame the designer did not think. But if an experienced designer, he may put aside the customer's ideas, the final thing to make the customer is satisfied. Because he understands what the customer's potential requirements are, and how to exceed his expectations. Ordinary users in fact, they are not professional designers, it is difficult to "command" the designer to obtain satisfactory results, and the designer will be full of frustration in the process.

Therefore, designers should not be led by the user's nose, but to learn to guide users, create more than the user's expectations of products. Apple's example is enough to inspire every designer with a dream. As for the progress of the project, sometimes the designers have to make the necessary concessions. There are many reasons to change the design plan, for example, the product rush on the line, the development engineer complained that it is too difficult to achieve ... Experienced designers can probably estimate the difficulty of the implementation of the design, or advance communication with the development, as far as possible to avoid this happening. For the sake of insurance, you can also design two or three sets of alternatives in advance according to the difficulty of development.

Finally, as a designer, you must eliminate the idea of "Design for yourself". The design is designed to solve the user's problem, not to self-pity. At work, I did meet some stubborn designers, especially visual designers, put the appearance of the first place, but neglected the user's actual use habits.