Why do you want to log on to the website?

Talking about "login", most people will immediately appear in the mind of the "two small boxes: a username, a password, plus a button" of the classic tofu block, such a functional module on the internet is not uncommon, become a large and medium-sized types of Web sites standard.

But in the final analysis, why is the login product familiar to you now? Why do users log in?

first, the product target of the login

And the product manager who did the login discussed this topic, the conclusion is:

In fact, the broad sense of login is a user identity verification link, password verification is just one of many ways of authentication, the reason for the combination of user name and password box is the classic standard of login, because the current authentication technology scheme, verify the user password is a comprehensive view of the relatively superior solution.

In this view, login to complete the product target, in short, to authenticate the identity of the user, but to authenticate the user is only for the control of two rights-"read" and "write"-"read" is the user himself to obtain and personal information related to the rights of control, "write" is the user's behavior, The user and the site's interactive content records the rights control. In other words, I have to verify that "You" is "you" in order to open the read and write database permission to you.

If you verify that the user information is the product target of the "login" product, from the user's point of view, this will inevitably not be the end of the user's goal: The user does not voluntarily request to be validated, he came to a website, using the login function, login success is only to complete the final goal of the need to go through a phased goal--"validation through "Only by achieving this phased goal can users perform the following series of actions that require authorization: such as modifying information and placing orders, etc. So, if you stand at the user's point of view, what is the user experience goal of logging into this product?

Second, the user experience goal of login

At the STS Interactive Design Symposium, I had brainstorming discussions with the interaction designers in the group on the user experience goal of logging into the product. Under the open issue, we will first get a number of brain-storm results on the panel, not fully summed up the following list:

Establish brand image,

To improve the user's cognitive level;

Increase the login path, reduce user threshold;

Each application under the unified login experience;

Raise account security;

Improve the user trust degree;

Reduce logon hours, improve login efficiency ...

Next, we have summed up and sorted out the goals listed, made some trade-offs and merged, trying to find out the deeper goals behind the target, and to explore the more core goals. Thus, on the basis of the previous step, we have reached three core experience objectives, namely:

A: Raise account security;

B: Lower user threshold;

C: Improve login efficiency.

For the first and third objectives, it is easy to sum them up as: "Security" and "efficiency", but for the second article can not be simply summed up as a "threshold", but must choose a and "safe", "efficiency" equivalent to the neutral biased positive words. Finally, with the help of Zhoo, we found the professional and accurate words "accessibility" to describe the intention of "lowering the user threshold". At this point, we have reached the core goal of the login product in the user experience: security, availability, and efficiency .

Since then, Qingyun has drawn a model to discuss the relationship between the three (pictured below). If you say that the overall user experience is a circle, that security, accessibility and efficiency can be said to be one of the three sides of the circle, is the three checks and balances of the relationship, only to find the balance between the three, in order to bring the best user experience.

Blindly pursue security, will make the user's use of the threshold becomes very high, the use of very low efficiency, product experience is very poor, and blindly pursuit can be, the user threshold put very low; Similarly, the pursuit of high efficiency, will make the product safety is not guaranteed.

third, the user experience goal quantification

By establishing a safe, accessible, and efficient experience target, the data can be monitored by a line-embedding point, thus quantifying the experience indicators.

For example, the goal of "security" and account theft rate is negatively related to the relationship, "can and" this goal and the user logon success rate is a positive correlation, and "efficiency" or "efficient" this goal and the user login time is negatively related to the relationship. Then, monitoring the "account theft rate", "Login success rate", "Log on" the three data indicators, you can directly quantify the indicators to verify the design results of the product and experience the completion of the goal. therefore, the product in the user experience of the goal of the establishment of the product design staff is critical to clarify a product user experience objectives, will be more conducive to interaction designers clear design direction, monitoring and testing design, continuous iteration and improvement, so as to achieve the best user experience.