Non-designer talk about design (ii): When Ued meets the king of no phase

Then fat Hu Fei in the last issue of "non-designer talk design", this time we invited Taobao Media business Director-Chongyang.

Chong Yang in Taobao is also known as "Master", the girls in the eyes of the most handsome man Taobao. is called the gentleman also has the origin, is said that was Taobao and the peer competition advertisement time, from the gentleman hand spends out the money, has raised the big and small numerous websites ...

Of course, this is all hearsay, I only know that gentleman in advertising creativity, activity planning that is quite good at. Taobao big and small market activities, activities in the station, are indispensable to his idea. So this time specially invited him to write to write with us ued the feeling of cooperation, especially talk about how he "tortured" our designer Dai Rock classmate story.

Want to reproduce the entire design process from this (in other words, a bit of a running account ...). Hey hey hehe) case, you can see a different perspective on the same design, designer and "customer". We also hope that we can put forward more suggestions and opinions to help us improve our design. Here's a look at the story of Chongyang ...

I've done a lot of stupid things when I was young . Deterrent me to write a thing, which means to record the folly of what I have done. I stared at Seung-chi's narrowed eyes for a long time, did not find to run my meaning, agreed. Then I tried to think, how much content to write in it. During this time I thought about business needs, mood boards, communication, user experience ... Anyway, that's a lot! Later, I thought of "Yang Xiao Red" when, I feel very embarrassed. So I resolutely decided, in this article, just say one thing. Such a thought, I feel at ease a lot, thought finally saved a little face.

Strictly speaking, I have to say this matter, with the design itself not much relationship, is actually planning things. But it is one thing to look at this proposition. A less-than-appropriate classification, if the designers are daily to the monitor to work hard things called "small design", then this can be called "Big design." But considering that the designers are emotionally difficult to accept, I decided to call it "outside design", or the popular version of the film industry, called "Design prequel" Bar!

The cause of this is this: we're going to do an activity, called "Taobao Search collectors," is that Taobao has so a group of super buyers, every day to visit Taobao, the face of Taobao more people to get mad on the kinds of goods, they are running a certain kind of goods hard to buy, other basic to attend to. Just a few to open their eyes: Crazy obsession cartoon dolls, even their own ID to keep up with the times of the melody Baby, acquisition McDonald's all toys, 9 years a total of 10 a few 29-inch color TV carton zxw141, any owl-related gadgets to Amoy hand, Home is simply an owl nest xsnw, buy stamps to buy 3 yellow diamond, finally even the picture of the competition to take pictures of the camera chy_jq ... No more columns, no more on the topic. A similar collection of enthusiasts can go to Taobao search hidden home to find like-minded:

Taobao Search Home page (Cheng Zhi: long time, and there are some different) >>

Say the right thing. These paranoid and lovely super buyers, Amoy to the baby, is very satisfied to heap at home, every day to steal music. Of course, most of the search enthusiasts actually prefer to communicate with like-minded, or to take out their own smug. So we do the original intention of this activity, is to let more search collectors, all to show his treasure, to see who search hidden more drag more cool. In my opinion, for these people, not to win the prize fell in the second, more important is to have such a chance to show off, but also in the process to find a fellow, share together, exchange, together happy Archaisms also brother!

Having finished the background, the designer should have come out. This demand for the designer is Dai Rock, a river of gossip about details and mild temper can be appalling home good men. This point in the case and the subsequent cooperation, but also got a full and strong argument! So, when I decided to tell the truth at this point, have been saddled with countless designers malicious eyes and shame to die--the truth is, in fact, when the demand for Dai rock, this activity is not called "Taobao search collectors", but called "Taobao collector" ...

In any case, after the routine page planning and demand communication, Daisy took out the first edition of "Taobao Collectors" Demo:

by heart, in addition to the head of the sister Lotus-shaped mermaid, the first version of the demo has basically explained the concept of "collectors." Unfortunately, at the time, I thought that business needs had been figured out, so the focus was on the two little people on the head.

"Dai Yan, the man in the tie is too old-fashioned?" After all, the user Taobao is still relatively young fashion, so we still change the image of a tender point, including the following tones, preferably a little more lively ... Besides, that woman is a bit tacky ...

"Well, change!" ”

What a pleasant answer! Soon, the second version of the demo came out:

As I would like to, the overall tone slightly crisp some, the vulgar woman disappeared, small head father also changed to the big heads son. But, how to feel what is wrong, always feel the shortcoming what? Oh, yes, there's no atmosphere!

"Dai Yan, we want to embody the kind of collection is very rich, posing to participate in activities are very proud of the mood, is not to add a ' collection, rich ' information to go in?" In addition, although the background is a collection of taste, but the old feeling too heavy, can be adjusted to a strong fashion sense? ”

"Well, line! ”

So, the third edition demo: (only modified the title, the main part of the figure is not)

The collection adds in, the lime black gradually discoloration looks also more fashionable, but this time the Dai rock oneself first feels wrong:

"That shell chart is still not right, but a similar picture is too hard to find ..."

Now think of it, the Dai Yan, has undoubtedly entered the "Change numb, feel disorder" of the realm ... But since the designers themselves are dissatisfied, the demand side usually will not let go of the opportunity to change again:

"Well, that's not the way. and the right photo and cartoon illustration on the left does not seem to be very good, or to change our spokesperson image to try? The image of the spokesperson does not exist in the old or too tender problem, and I give him a pile of pictures, is not to find another map? In addition, ' Taobao collectors ' that icon, books and glasses seems too heavy, and a problem on the head there are two ' Taobao search collectors ', too repeat. Let's take it off! ”

"Well," said the man. ”

If you still have a little compassion, it should also be like me sigh with regret: sometimes, designers in the mouth often hung the phrase "creative rape", it is not necessarily a moan ...

When I was young, Taobao market and the operation of a popular word, called "Yang Xiao Red." That is, if there is a red line of the page demo lying on the display, a few seemingly expert market or operators in a circle of peer review, opening the first sentence will be: Yang Xiao do it? And then pretended to shake his head, scattered away. So "Yang Xiao Red", was legendary.

I had the honor to do a few times after the experts, a day suddenly became: whether it is pink, magenta, red, scarlet, purple or deep liver red, can apply a color change to such a degree of perfection, it is Yang Xiao's attainments! This accomplishment is not in the design itself, but implied a ued insist: in a commodity promotion of the main keynote of the shopping site, but also the Chinese local shopping site, to express the sentiment, enthusiastic, surprise, prizes similar mood, in addition to the red line, what more suitable? What's more, when business demand is not clear and requires efficiency, a hue that most people can accept is certainly the safest. To change I am ued, will certainly think so: in you have not figured out how to make people amazing, surprise, I must at least make sure that no mistakes ah!

Fortunately, later in the ued story, many experts have learned to behave, in the design before the start, will find some of the most stunning examples from other sites for ued reference, or higher order, on this basis and ued communication discussions, until the need to clear the mood. It is a great progress of mankind misfortune!

Unfortunately, at the time of this case, I haven't had a chance to realize that the new 4th edition of the Yu Shidai Rock demo is irrevocably Born:

I bet, this time of the Dai Rock, basically has forgotten what he had to do with a brief, because soon, in my careful to say without muttering a few words, he began to himself again:

"Model of this picture is good, but those few cameras too thin point, a little scattered, I change it ..."

"Good, is that a few special small DC machine change on the line, it seems to play a collection of people do not see this kind of goods." Models and antique cameras are pretty good, so don't move! "To know that all the pictures above, are all the Dai Rock from the gallery of a Zhang picked, and then a sheet of ... In the Dai Rock into another round of the pick map of the battle, I stood behind Dai Yan, think for a while, finally pretending to long sigh, said a word:

"It's almost done!" Then I trotted out of Ued's office.

As you know, it's certainly not done. When I talked to Daisy about what kind of camera picture to choose, it was already destined for us to step into the abyss of sin. Because when the 5th demo presented in front of me, I thought this is what I want, but found that the business needs finally clear!

Demo5:

Designers should be able to see how much detail is involved in the title, how much effort it takes, and how emotional it is. This, at least in my opinion, is enough to express the feeling that the whole activity is "rich in collection, elation, contentment, and show." However, this feeling is just the most deadly, because we found that the title of the concept of the collection expressed, too professional, too personality, from Taobao many will only Amoy little popular gadgets of the people too far away ...

Careful audience also must have found that the main title of the activity, has quietly become "Taobao search collectors." This is the time to play a decisive figure, as you know, the person is my boss. If you want to give your boss the next definition at this point, you can understand this: The boss is a man who has been adept at helping you before the decision is made.

The boss raised two points. A point of view: Now the design is too professional, too small, even if the minority to participate in the membership is really very professional, but to the overwhelming majority of users to see the lively, it must be very affinity and popular. A little suggestion: the "collector" changed to "Search collectors" bar, not too limited, but also reflects the feeling of Taobao.

A word of the difference, thousands of miles to kill ...

I remember when I appeared in the face of Dai-yan, carefully fine voice to describe this final version of the demand, Dai Yan seems to say a word, also seems not to say this sentence:

"Oh ..."

Stephen Chow, "00 Hair" inside a big villain, is the Jin of the emperor. The villain at first disguised as a stunning beauty seduce 00 hair, and then somehow, stunning beauty will become a long moustache of the handsome man, to the end was forced, simply even face also did not. Anyway, just don't know what he looks like! If there is such a vague face to find ued, said, give me a map, you look at the design of a bar! Then I reckon the ued of good temper and value again will freak out.

It is said that the emperor has a unique trick, called GE beat cattle, is to punch you in the palm of the past, you do not pain is also very comfortable, next to the people are frustrated. And this trick can also quicker, wait for you thought to be beaten all right, want to gather up comfortable and comfortable time, this fist dozen come over, can let you tendons to cut the pain. In short, there is no accurate number of children! If there is such an unreliable advocate to find ued, said, I want to do an activity page, you first do to see it! Then I guess the Taobao ued department was quickly withdrawn because no one was willing to do this promising career anymore ...

After all, ued is not 00 hair, put a good peace of day but, must be alive by thunder, in exchange for a recruit "fly fairy" after the things to settle. Great men have not said that the ups and downs of life is unfortunate!

There are, of course, exceptions. Maybe God can not see it, and finally in my and Dai Rock will both be hanged, the forum suddenly discovered a great picture! Thankfully, the event warmed up in the forum for a while, and finally a member sent a high-quality photo. With the consent of the members, soon, almost no design, the 6th edition of the demo came out. All the emotions we want are finally here:

Every time I think of this link, my mind will emerge from a scene: "The martial Arts", the only call in the seven town of the old Xing, Shenra the gesture, Tian the face of the flat said: Sometimes, catching thieves is so simple!

......

When I was young, I published a point of view, saying that a page is good or bad, the demand side should bear 80% of the responsibility. There was a guy named Jacob who jumped out and said "not that much", saying it had a different opinion, or a cautious identity. Mom is a woman, and women's opinions always have to be respected. So I decided to change to 46 open, demand side bear 60%,ued commitment 40%. In fact, the proportion is not important, it is important that you did not find that the 6th edition of the demo is too feminine?

Women are the main force of shopping websites, but there is nothing wrong with them. But also must respect 60% male Netizen's feeling! Design to this part, the title has no space, more courage to change, the quickest way, is nothing but compromise, neutralization, so there is a light blue for the main 7th edition, is the final version.

Page online before the confirmation can be released, I seem to say a "no longer change!" "And it seems that nothing has been said.

The story is finished. As a narrative, in fact, can not be summed up. But given the user experience, you can also list a few questions, the right as a checklist bar. In fact, everyone knows the truth, it depends on whether you have time and effort to understand those problems:

1, is business demand clear? Have you confirmed it with your boss or team? Do you think the need is clear? Can you understand your needs by looking around for 35 people? Before you even think about it, don't go and find ued.

2,ued really understand your needs? Does your business needs match the design direction? Have the two sides been thoroughly discussed and confirmed? Have you reached a consensus on the design style? If possible, let ued speak more!

When I was young, I was asked to make a share of the plan. After you have prepared the handout, you will find Yang Xiao, hope to share with him. At that time mood, there is a need to reverse the water of the excitement ... I mean, in fact, ued can also ask the demand side to raise demand.

I would like to give this article to the lovely Comrade Dai Yan.