A previous post, "Don't let users get lost in the website" is mainly about the product of the problem of guiding users. And recently in the work, think of a problem, is the user path, which refers to the user in the product path and process, users in the site behavior route. We can divide a user's entire process from beginning to end in a product into many nodes, and the process of user from one node to another can be considered as a path. Based on the product to meet the needs of users, the user path can be divided into two main types: one is the path of the user to find information, the other is the user needs function path. Conversely, the user path refers to the process that satisfies the user's capabilities and content.
From the point of view of the content of the site, can be divided into two types of sites, one is a comprehensive web site to the portal for the typical representative; a vertical site, such as car information, fashion-type web site. Many times we find that we can find the information we need on different websites. Whether it is our door-to-door car channel or professional car information website, we can find the car related information needed. But the difference is that in the vertical web site to find information will be faster and more convenient, this convenience is reflected in shortening the user to find the path of information, reduce the time to seek information. Of course, because of its focus and professionalism, vertical Web site content and quality may be higher, but when a platform to shorten the user to reach the destination of the path, then the value of the platform will be reflected accordingly, will naturally become an advantage to attract users.
I am from the point of view of the content of two kinds of Web site types for comparison, in product design, we will not at the same time, the same space to all the information to the user, because this will not only cause the user's aversion, and will certainly lead to the user's own information efficiency of the reduction. The ideal effect is to push the right information to the user at the right time and in the right space dimension, because the information that the user wants to see and receive is different at different stages. Think about it, vertical web site can shorten the user path, the key is the specificity of its content and the content of more detailed refinement. In fact, for the content of the site to play, the most ideal form of products should be accurate push, for the crowd, interest and other attributes to show users their favorite content, but at this stage, this is difficult to achieve, so still need users to find information themselves. To some extent, the Web site's streamlining of content and the convergence of boutique content will shorten the length of the user's path, but this usually only satisfies a subset of the population, while content reduction often reduces the number of audiences targeted by the product.
When defining the functional architecture of a product, we sort the priority of the function, and there is a basic principle in the collation of the user's demand strength and frequency for the function. In the product, the function can be regarded as a node, the function and function of the connection between the formation of a path. It is conceivable that the user's path in a Web site is also a lot of articles. function and function to match each other, to undertake the principle is the user needs, more accurate is the user motivation, which is caused by the site audience different key factors. If the function and function between the good, then the user path will be very smooth. In the actual use of the process, when the user reached a page or click a function point, if he did not see the next need for the function, it shows that the function to undertake not close or bad, the result will increase the length of the user's path, or even the user to actively interrupt. In many products we can see that the same feature may appear on multiple pages, but the degree and location of the different pages will vary. In general, the deeper the level of function or content, the later the time it will appear in the user's path, the shorter the first feature user path appears on the time dimension. Many times the product staff will always be in the site to include mandatory guidance, such as ads, although this mandatory boot does not break the path but for the user path will cause interference, the result will not only increase the length of the user path and will also change the path of the user, of course, this change may indeed be the site Overall, the path is too long for the user's endurance is a test, and the last thing we want to see is that they are halfway through the user path, and because of this, it is necessary through the good UI and some cool effect to constantly mention the user's interest.
The long and short lengths of the user's path are compared, but there will also be situations where the user reaches the same path as the same content or function node. When the user path is the same length, the user reaches a function point or the content of the operation of the same time, it does not need to consider the length of the path problem. In product design may wish to the user's Operation experience optimization, lets the user use the feeling to be good, the brisk operation experience many times indeed will reduce the user's exhaustion feeling, also favors the user to extend oneself in the website path. Think about it, the Internet to meet the needs of users, the general situation up to two points, one is the function, one is the content, so I also mainly from these two points about the user path, but in addition, the Internet product also has a very common user path is the user in the site's growth level path, But this route mostly belongs to the operation means, in the product design relates to the hierarchy mechanism, therefore in this also does not say more.
The interactive design and logical structure of the product determine the route design of the user path. In the Web site planning when the product personnel must have their final expectations, although the path is different, but the ultimate expectation of the end may be the same, even if not the same also want users to reach the destination will create a certain value. In a sense, the length of a user's stay in a Web site is usually proportional to the number of user paths, but that does not mean that the length and number of bars can create the value we expect. We can't judge whether the user's path is better or shorter, and it's hard to have a measure of how long it takes to get the results we want.
Article: Wang Junshu