Analyzing the balance between business value and user value

　

　　

My original plan today is to ask you to answer three questions separately:

1 Who are you?

2 What is your role in the job?

3 Please give a brief introduction to the value and business value of your company to the user.

　　

Peer: We are also doing business management, and invoicing software, when it comes to business value, since the company was founded, is committed to solve the "small and medium enterprises how low-cost use of software" problem, we ued in doing there are conflicts, each company has a short-term and long-term goals, in the short term, It would be very high-end for Chinese companies to accept these words, do things in order to meet the needs of the user, it is difficult to see the future of things, design will appear a lot of contradictions, for example, we do user guidance, the user age is large, our sales will talk about how good our software, but the user's use of the level is very low , (computer) learning ability is not strong enough, and QQ users have a very big difference, 30 years old-40 years old, we do, contradictions are highlighted, we pay attention to is functional, business is the actual, this is my confusion, but also to participate in the purpose of this meeting, to learn;

Colleague: I am an interactive designer, do work compared to the edge of a little, how to activate a variety of resources to consider a comprehensive thing, about the user value and business value, I think there is a phased contradiction, the ultimate view is not contradictory, for example, we will divide it into commercial products and user products, commercial products is advertising, We think that commercial products will disturb the user products, but if the commercial products to the right people, to the people who want him, it is actually a user product, if reached this stage, it does not exist contradictions;

Colleague: I am a mobile Phone Department UI designer, our company does not do well in user experience and business value. Because our products are custom made by foreign operators, and demand is made. and in order to achieve these needs, we will sacrifice a lot of user experience things. A very simple example, such as a mobile phone because to reduce costs, it will sacrifice a lot of features (that is, not enough to provide many functions), which has a great impact on the user experience. At present, our department is recommended to let the user experience to promote business value.

Peers: Examples of user experience and business value conflicts are more common in our company, for example, there are often scripted ads in Web news, so users will feel the cards when they use them.

Colleague: Our products are different from the medical profession. This is my first time to participate in such a conference, through the communication with the user consulting company to understand the UCD. When we work with consulting firms, we find that there is a great deal of conflict between user experience and business value. Advice from the consulting firm on the value of the users, the Chinese Medical Association's experts are not too care. Through UCD found a lot of problems, customers do not want to send money on this. In the Internet industry user experience is very important, but in our industry there is a big contrast. Many of the advice given by the consulting firm to the user is of no commercial value to us because the user does not spend a penny.

Thomas: It is too rare for the healthcare industry to focus on the user experience. Now the medical profession is still a seller's market.

Peers: Our industry is a few giants are doing (Philips, Japan's several companies). Now that we want to know how much UCD is worth to our merchandise, many of our UCD recommendations have not been adopted. Because the boss thinks spending a lot of money to make things, but the customer does not pay.

Thomas: If the competition in the medical industry is so fierce, it should be possible.

Colleague: May not see for three or four years.

Thomas: This comic expression is a scene we may encounter every day. Let's not be hasty, these roles are not specifically a designer or product manager.

This is an exaggerated caricature, but in reality there are often cases like this. People who consider product design simply by commercial value will eventually find that the user simply does not accept such a way.

The contradiction between business value and user value will be concentrated in the product experience.

Thomas: We have just given examples of user experience and business value conflicts. Now look at this picture, the horizontal axis is the value, the more to the right added value is big. The ordinate is the difference, the higher the difference is the greater the alienation. Economic value has undergone four stages. The first stage extract commodities refers to the production of daily necessities and fabrics and other basic consumer goods, their differences are small, added value is also very small; the second stage make hereby refers to such as washing machines, rice cookers and other commodities, their value-added and differentiation will be relatively high; The third phase of deliver services refers to buying service, in the software industry to buy services than the money to buy software (excluding Microsoft), its value-added will be more, different companies to provide users of the service differentiation will be very different, users will be based on these differences to make choices; The final stage is stage Experiences, is by experience, rely on you to the user's feelings to create a higher value-added, the company has greater differentiation.

I want to use this form to move people from the concept of user value to the user experience. Now that we're in the era of experiencing economics, we're going to do a bit more of a peer-to-peer discussion of user value and user experience.

Colleague: I have a problem here. Experience economy refers to the internet industry, software industry? We may be more concerned about technology here. For example, our patients lying there, we do not pay attention to his lying comfortable, we are more concerned about what he got sick. Therefore it is possible that the technology is more demanding.

Thomas: This may be a phenomenon that occurs at different stages of the development of different industries. For example, we can imagine that in the future, if the basic technology is completely out of the question, the cost of relative value will become smaller, then the experience will be spelled. If my is Simmons, his is iron bed, then I might prefer to do it in his Ct.

Colleague: one more question. The human body is quite complex and the technology can never keep up with the clinical. So let's focus on better technology. For example, the technology is now developed to the heart can be scanned in fraction seconds, scanning more than 200 layers, but there are still new needs, new diseases continue to come out, need new technology and new equipment to diagnose. So the manufacturers don't care about the details. Here a your graduate student, to use CT machine will also feel that this is too stupid, the interface is too fashion, too complex. He would think it was something a professional would do, not a medical background. So, when users feel that this is a problem, when I think it is a problem, but users think it is not a problem.

Colleague: I just went to interview Hornet. He mentioned a medical project he had done. He said that when he did this, he was focusing on another aspect of the process, improving productivity through improved processes and saving money. I am doing the network, the Internet is basically free, with a bad user went away.

Thomas: In the internet industry, because a lot of things are free, the user transfer cost will be relatively low, we often have to spell experience;

However, in fact, some other industries have entered the era of experience economy, such as we watch the car ads on television, rarely say that my car is 2. X-Displacement, UBS; but they'll advertise the experience I got when I was driving this car. Mercedes-Benz the latest series of ads, Li Bing to say how the driving time, the main propaganda is an experience, stressed that you drive this car, you get a kind of feeling, this is not to spell very basic configuration and so on. Before the Internet may also go to spell the basic configuration, such as: Some mailbox is 2g, some mailbox is 500g, then I use this 500g; but now many mailboxes are unlimited capacity, how do you spell?

Colleague: So I think it's a dynamic equilibrium. I believe the technology is king. The reason you say Mercedes ads do that is because its competitors are BMW, and their customers may not care about 260 or 270 per hour. Experience the economy, and your opponents and target users don't care much about technology.

The medical problem that the friend just said may not be in this state;

Peers: Google and Baidu, they are through technology or experience to let people remember them? or search engine technology. If you focus on technology like search engines, perhaps the future will be like Google Baidu to create greater value

Colleague: I am a financial search engine. The result of the search is part of it, but the search results show two lines or three lines, showing the front part or the middle part, is very fastidious. Although this is an experience, it is also a technical job. You said Baidu Google, there are soso, there is no search conditions. Many other searches are available in search terms. It's really a technical job. But technical requirements are presented by product managers. Programmers are just going to implement this function. Technology and the user is the product manager to graft.

Thomas: In fact, many internet industry does not say that the experience is not heavy technology. For example mailbox, I experience doing again good, simple 2 to 3 steps, but the last one press send, very long hair not go out, same not. Experience plays a more important role in the homogenization of technology and function.

Peer: Now the internet community, there is a kind of ecological phenomenon. Let me give you two examples. I am using MSN, but one day think QQ very good, I want to turn to use QQ, but I turn over the cost is high, my social circle all in MSN. 05, 06 When users use Baidu because Baidu's Chinese search is good, but later use Baidu is because of the provision of an ecosystem, you can use Baidu Search music, have posted, have know. Using the ecosystem perspective, see the example GE, which includes the dean of Business planners, the operator, the patient, and now the seller's market, focusing on the operator and the dean.

Colleague: This is also related to your competitor. If Coca-Cola only sees itself as a cola, his competitor is Pepsi. If he sees his rivals as water, and the world Drinks cola and does not drink water, that is his goal, and that is his competitor. If you look at the product, it's just a product, but if you think of it as a system, it's different. The buyers are different from the users, and the situation is different.

Thomas: I agree with the ecological view of this colleague. However, we have more to say another example, QQ users because of Tencent's ecological system, to other chat tools software transfer costs will be high. (Everyone laughs).

We are not here to stay, I believe there are many places to add. I summarize some of the contradictions that may arise between user value and business value:

Problem one: a hodgepodge of interface;

Thomas: Sometimes, the product owner very much hope that all things suddenly let users see, such as the first page of the highest exposure rate, then a good imagination is the user can do anything on the home page, but finally we found that you put more things, users can not find what he wants, Also do not understand you this page is what to do, 3 seconds to leave the possibility is very big.

Colleague: I realize that we are more UCD in some aspects than the Internet, we are in the design of a set of CT software process down, basically users have been point down, vinyl to more than 80% of the needs of users, of course, we will have other configuration, but default is not checked, This allows users to install the most desired items in a fast-growing way.

Peer: In fact, consumers and users are not the same, to design software for you if you have to do so you can not pay, but this side of the user although also more powerful, but do not love to use can not. Although sometimes it can be slightly abused. For example: Many users of QQ products are very dependent on the Internet when they installed, they are relying on QQ platform to understand the Internet, to understand the weather to QQ, News to Qq.com, although I do not think it is a bad way, why not get a tool all the features are used, no longer go to a download.

Peers: People like my father need to understand a product first, and then slowly through the guidance to understand other products.

Peers: This approach is good for low-end users, but if you want to ask questions, that peer needs a different model, maybe a simple one, maybe another model.

Thomas: So in the end, we go back to that theme, and the user value and business value are unified. We are always doing one thing for the value of the user, not commercial value, so short-sighted.

Problem two: does not conform to the use scene;

Some designs that do not conform to the user story are added to the portal just to increase the amount of exposure.

Question three: primary and secondary reversal;

We give users a huge amount of information, in fact, users need to dilute the actual information.

Question four: advertisement harassment;

Thomas: Now, let's start a free discussion on topics that interest you, and here are some of the topics that I've listed that may be of interest to you.

Thomas: On the first topic I think very few people will absolutely say: Business value and user value is contradictory. Everyone should agree: To do something that really conforms to the user's value will bring commercial value;

Peer: Buy an apple, no matter how high the value, I just want to be cheap. Internet users want cheap, internet companies want to make money, this contradiction is currently the most incompatible.

Colleague: I think the price is a lever. Market conditions are determined, not just you and users.

Peers: Users do not necessarily all like free. For example, photo albums, photography enthusiasts will like to pay for the good service.

Peers: If a similar flickr site, cheaper than Flickr 1/2, where users flow?

Peers: not only function, but also speed, stability. If Flickr has a good share of the SAR, users will still be inclined to Flickr. If another family offers the same service, it may flow to another.

Thomas: In fact, in addition to the ecological system mentioned by the colleague just now, I think there is a point that the brand is also a, many users will choose the brand. For example, I see some reviews, actually Apple's ipod, first of all, it sells very expensive, but the sound quality does not have the essential difference with the traditional MP3, also like the ipod shuffle it is not the touch screen, dozens of G's song to find to have much trouble, it also very expensive, but you say its operation, It may not really be the ultimate, but users will buy it because of its brand.

Colleague: Your pricing strategy is beyond this category, beyond the scope of this user experience. Pricing strategy will consider n many things, market demand, strategic positioning and so on, consider n many things. My problem is actually being a user experience practitioner who actually doesn't know where the user's value is and can't quantify it. This is the real biggest problem when you bargain with the business side. All enterprises are for the purpose of making money, a business can survive is because it can make money, then the user experience is to be able to earn more money. The idea is to make people's life better, in fact, let the enterprise make more money to be useful, otherwise the enterprise will not say specifically hired a person to tell you that you should be like that. We lack a quantitative way for your senior or Product manager or your stakeholders to identify with this thing. For example, we say that such a thing is not good, but you should come up with evidence to show how bad it will affect. Then they will evaluate, because the product manager is always in the role of the evaluation, it is under the possible conditions and constraints in the final, the best decision, he certainly will not make the worst decision. Is that he doesn't need a right decision, he just needs one of the best or one suboptimal. But these things are hard to convince him. That's because it doesn't give him a sense of ration and let him know how important these things are to him. The number of users dropped, unless the problem occurred and affected him. Then it dawned on him. Then this time to believe UE engineer, but this time he will go too far to believe UE engineer, and then give him too much trust, and then once the UE work is not very well, their trust is difficult to maintain, that is how you keep working with the product manager.

Thomas: In fact, there is a negative case: if you really propaganda is in place, we all know that user research is very important, we have to do user research, we must do user research. It is possible to go to another extreme at this time, which is to ask the user everything. It would be a terrible thing to ask users everything. For example, ask 100 users, 100 of the user proposed things may be enough for you to develop 2 years, 3 years, 10 years are possible. It's also a question of how you can make trade-offs. And most of the time it really needs to be higher than the user's perspective to do the development, and may even create some demand. So this time you ask the user not to use.

Colleague: Yes.

Thomas: I put the problem out, so basically everyone can discuss it. The first question and the second question is the difference is to pass the first question to the user research on the lead, found that everyone has a basic understanding of the situation, we basically understand that users will study such a role to solve their (user value and business value) between some contradictions. I do not know now like Huawei, Baidu, NetEase these companies have some full-time people doing these things?

Colleague: there, Huawei's UCD department is VERY BIG.

Peers: Baidu also has, Baidu in the user Experience Department, is a user to study this direction, and the UI points are very clear.

Peer: NetEase words in the game to do the comparison in place. Site is there but just started.

Thomas: Basically your company has it. But is it just a matter of user research engineers that users study this in your company? Or is it that a lot of people will be involved?

Peers: How to go to other departments to work together? How deep is the intervention? Then what is the relationship with the interaction or the product?

Colleague: I repeat the original experience in the user experiences consulting company. This is the case, the user value before we have no UCD or user experience, large companies have, is the user value curve description and a variety of model. Most are done by the marketing department. Development of a product, such as IBM, everyone in the hardware, he began to do the software; everyone is doing the software when he is doing the platform; When everyone is doing the platform, he is doing other. He always knew where his value curve was. How the value curve of their users or customers distinguishes other software companies. In fact, he may not be the UCD department to help him or the user experience engineer to help him, more is they know the market is very clear, or that they understand the customer is clear, but is not necessarily a user experience? But back to my personal experience, when working with a user experience consulting firm, you exaggerate the user experience, What is the value of ignoring the real needs of the market? As you just said, 100 users put forward 100 comments, they will take this as a token, and then spent a lot of resources on this design, spent a lot of time, do a lot of things. The result may stand at a higher level, to see your user value curve and other companies no difference, there is a difference is very small difference. This means that companies like IBM and GE have their own user curves, and we can always know what to driving to make our user curves and competitors always differentiate. That's why we're back to the question: why prices are high and people pay. The service is important to us because we are able to offer services that are not available at a price very low or even free.

Colleague: I think I very much agree with the part that the colleague said later. But the first half is a misunderstanding. Is that the curve you're talking about financially?

Peers: Not from the financial point of view, is the user value curve. I recommend you read a book called Blue Ocean Strategy. One of the best examples is the Sky Circus. Before the Sky Circus came out, all the other circus people were propagating their kind of animals, which are expensive, such as training tigers, or looking for famous clowns. But the Sky Circus survey found that in fact, children go to the circus do not care about the animals are not big, clown is not famous, the star is not spent a lot of money please come. Finally, Sky Circus has a story to irrigate all things, did not spend a lot of money to maintain a large animal, also did not invite very famous star. It was the average actor who performed, but it was a success. He was able to distinguish himself by the value curve and others that the user needed to implement.

Colleague: What you said has come to a commercial operation, the market angle

Colleague: This answers the previous question, in fact each company has some marketing departments, these people may not be the user experience of the experts, but they consciously unconsciously seek user value.

Colleague: I think it may be that we start without defining clearly: we are talking about usability.

Thomas: Yes! Let's focus on the problem. The market piece is not discussed today. We only from the user experience angle. So I started a guide. We have to think in the direction of the user experience. In fact, just a simple understanding, the basic companies will have a number of fixed organizations to do. But one of the points I'm proposing here is that a few fixed organizations do not necessarily solve some of these problems. And found the problem, may not be able to promote various departments to try to solve these problems. At present in Tencent we are promoting the national Ce,ce is the customer indicators, is the user participation. In fact, the core content is that everyone should go to see and use your products, you have to go with the users around you contact. One way is if you invite users over, product managers, design, development, and even testing, they all want to see what kind of trouble and confusion users will encounter when using your product. is actually a process of universal participation. I would like to express the view that if you really want to establish a "focus on user value" concept in your company, you can't rely on a few user experience engineers alone. This will not solve the problem.

Peers: People participate, so what do professionals do?

Thomas: Professionals In addition to doing the day-to-day research work, on our side mainly to do some new methods of study, and some ways to do the dissemination. But it's not that everyone knows how to do professional user research, and everyone knows how to do it. But you have to let them feel and participate in such a thing.

Colleague: I would like to ask whether there is a kind of situation: the product manager too much interference in the process of product design?

Peers: Sure there will be, all the same.

Colleague: Then will the designer become a tool? I told you to put this on the shelf and leave it there.

Colleague: I think the product manager intervention is a more professional intervention. I think another kind of intervention is leadership intervention.

Peer: Yes, yes.

Thomas: So when there is a contradiction, who will make the decision? This is a big problem.

Peer: Responsibility and rights are one. My unit leadership intervention is very typical. So I introduce myself first, I come from a domestic more old magazine. We had a column for years. There may be a bigger development this year. Our boss discovered the trend of the internet and then called a bunch of people to do the Internet. For example, his own habit of reading the Web page is to read an article, an article is 4, 5,000 words, he likes to pull the bottom of the end, he does not like pagination. So we're suggesting he might be too long. But he said: I think I as a user, I just have such a habit. Then why don't you respect my habits? Then I said: At least from the PV angle you turn 3, 4 pages can be a lot more traffic. But still can't impress the boss. He said: We would rather give up these PV, we want to provide users with the best experience, my experience is the best experience. OK, then we meet a decision maker. But then we tried to develop a button that could fit together and separate.

Colleague: I disagree with your decision. I am not netease. But I found that NetEase has such a situation. NetEase in the domestic loyalty is higher. All of his pages have a title, a similar profile. You just click in to get the details .....

Thomas: Well, you know, user research is a great tool to convince your boss, or to convince someone to make a decision. You take the user's point of view. For example, he said he can represent the user, back to our question three: Who can represent the value of users? Actually, he can't represent. You really find your user base, and then you extract the typical people from it, the typical data comes out, and then use this method to convince your boss.

Colleague: OK, my idea is the same as yours. But who is typical? My understanding of the boss is different.

Colleague: I think this is the next question: How to promote this user-orientated mindset to the company. In fact, this Thomas can talk about Tencent's experience.

Method One: Idea propaganda

Concept of publicity is the beginning of everything, in the company "all the user value for the" concept, we can vigorously publicize the UCD and the concept of CE;

Thomas: We think the idea of propaganda is the beginning of everything. "Siege" This film has a scene is like this: a Soviet generals grabbed a gang of subordinates angrily asked: How to do? Now the war is very grim, the morale is lax, enemies. Then one of them put forward a solution: we need to advertise, we need to build a hero, the heroic deeds of a person to publicize, and then to inspire people to tell us that we are hopeful.

A while ago I received an email saying that a training company had turned into a course with 16 clips from the siege. Into a course in senior management.

It's a bit off track, but basically the story can also show how important publicity is. In fact, in Tencent, one of our business philosophy is "all to the user value for", is written in black and white in the company's Articles of association, this is one of our advantages, in fact, we are the homeopathy to vigorously publicize the concept of UCD and CE. There are a lot of ways to use it, such as in the internal and external forums, for example, every time there is a user research column in the magazine, we will put some of our recent cases, methods in the inside. The internal forum is not to speak of. Short film is also a very powerful way, you can refer to. After the user, through the camera and video screen equipment, you can record his entire operation, including his expression also presented, and his use of the process encountered some difficulties, also through the video presented. And then edit it again. We tried it many times and the audience was very touched.

If you use video to express an idea to everyone, the effect will be very shocking. There is a saying, in the performance, the picture is stronger than the text, may be a picture he can represent thousands of words, and video this multi-media way, and more powerful than the picture, will add more information.

In addition, we will take some of the more satirical videos, small movies, comics, brochures. There is an example of the use of these things, our PLA in the revolutionary phase, the whole of a lot of short and capable slogans, "three disciplines, eight attention", similar to the slogan is very powerful, but also easy to remember.

Now we are in the company to mention "Universal CE" everyone knows. We will use this method to do the communication.

Then there is the opportunity to preach at the corporate-level conference and to transmit ideas on any possible occasion.

We will also go through a series of courses, which is the usability of the whole system. For example: "User research", "Interactive design basics", "Usability testing Methods", "Interactive design Tools", "Design process Details", "innovative methods and skills" and so on these courses, we will be a system. We found that a part of the real selection of our class is a designer, but there are also a lot of product managers.

Colleague: Do you realize why this is happening? is the product manager concerned about this? This kind of thing happened in GE before, and there is a department in the United States, also do ued such promotion. Why do we have to think about doing all of these things? Because in the boss or the investor speaking, can help me to make money. If you make money or bring greater value to the company through ued, then you are the boss, the director, the Product manager, and they can be aware of the problem. So, you have to prove that you can do that.

Colleague: This seems, he has proved. Because the internet industry is so, it's UV number and financial value is proportional to, that UV is what to decide it? It is usability decision.

Thomas: Yes, the conduction, this chain will be very fast. As an internet company, you do a product cycle, about two weeks three weeks, one thing on the iteration line. You make a little change, and you'll soon be able to show it on the data. Then we will have a second method, that time relationship, I'll finish with the content, then there is time to discuss.

Method Two: Construction standard

Through the construction of norms, to avoid disputes, the rapid resolution of temporary, special needs, the experience of the damage control within an acceptable range.

The establishment of norms, is our second method, through the construction of norms to avoid disputes, to quickly solve some temporary, special needs, and then the damage to the enterprise within an acceptable range.

Method Three: Correlation consideration

The core function to the extreme, in doing any ancillary functions, consider its relevance;

What is the core principle of adding functionality to a product, we think that at least there is a core function to achieve the ultimate, and then add other features, you have to consider its relevance. But this standard is sometimes not easy to determine, this is certain.

Method IV: An independent organizational structure

In addition, perhaps the hardest thing to do is to have a more independent organizational structure. Tencent's design Center is independent of the various business systems, which ensures the independence of professionalism and thinking issues.

Within the department we use matrices to organize our teams. Horizontal is the professional line, vertical is the project line.

There are many benefits:

1 designers at the same time belong to the "project Line" and "professional line", two-direction assessment;

2 independent Institute, completely neutral for usability testing and research;

3 "With the research team" and "design team" belong to the same organization, to ensure that the "problem-solving-implementation plan" closed loop;

When we were talking about professional lines, the designer's sense of belonging to the product was low. When we do a certain amount of time, we separate the project line. For any designer, he is a two-line. For their own professional and the project's sense of responsibility are relatively strong. For example, a colleague mentioned earlier, for example, a designer in a project team, if the product manager is strong, the designer will lose their position. Even in some teams, product manager is the boss of this team, quarterly assessment, year-end assessment are he to play, the designer is difficult to adhere to their position, said this thing hurt the user value, I do not do.

Designers must have their own position, so in our side is through the professional line this side of the designer's position to cultivate, with the research and design team together the advantage is conduction very in place, very timely, if the research group in another department, The designer will not listen to him or how much his information can be communicated to the designer or Product manager, and there must be a lot of damage in the process.

There is a seamless conduction in the design center. We are working with research engineers and designers, and in this case we will get a little higher acceptance. Why should we pull the product manager together to see the user's process, because it makes it easier for us to have a common position, and what he really feels is completely different from what he hears.

Colleague: Do you use the research department is each project one person or one individual will stand several projects?

Thomas: Ideally it would be best to have one person for each project, we can do it now, because the resources are always limited, so we have a part of the research engineers are divided into the project team, a part of the independent, the whole company to promote some things, only by the people in the project team difficult to advance, So rely on independent research engineers to do this thing.

Colleague: How big is your project team, a designer can enter a project team, is this project very big, can do a year or two years?

Thomas: We would prefer a designer to focus on a project for about a year or two.

Colleague: In fact, he will focus on the design of a product direction, but independent of the product team?

Thomas: Yes, I will put 50% to the project manager or Product Manager, 50% is also in the professional line, for the designers, there are two lines in the traction him.

Colleague: Is it more difficult to manage?

Thomas: Yes, the matrix structure is actually a relatively common structure, in many companies have many departments, but our design team in the domestic still do the comparison first.

Colleague: When the project manager picks people, he volunteered to ask for a usability engineer from you. Or you should ask them here, the difference can be very large, each project manager in the formation of their own team, the first choice of the people they need most, there may be some policy, such as pority, usability, etc. will be hard pressed in.

Thomas: There is a process, in fact, for the project manager, there is no cost, the more people the better

Colleague: No project manager is cost free.

Thomas: Yes, if at first he did not realize the value of the research engineer, he might not take the initiative, there is a situation, that is, in the beginning we have to push, if not to push, they may not realize this value, may not have such a person in it, But if we take the initiative to push, will soon form some very valuable conclusions, to help the product to do a lot of things they did not think before, they will soon realize that this useful, we are using the research engineer this piece, will continue to expand, the company each BU will recognize the importance of using research engineers.

Method V: Assessment and inspection

Thomas: In Tencent, we have user experience assessment, every six months, we from different latitude to the various products, such as expert review, Design center of the designer as an expert to go to check products, as well as user testing, questionnaires, focus groups can also be used, product director focused scoring also more valuable. I believe that the experience of the test in Tencent or go before a comparison, but this must be a certain soil to implement.

Then the regular reporting experience system, which requires a certain amount of soil, first of all, pony Tencent product user experience is very concerned about, this is we can about his time for user experience design reporting prerequisites.

Basically every once in a while, the design center accumulates a certain experience design draft when will ask him to report, because Design Center undertakes a large part of the company product experience design, so we report frequency relatively frequently.

Just now a peer to the boss to do experience decision makers rather helpless, here we are more fortunate, although Pony is the company's largest boss, but he did not require experience to 100% according to his want to do, he even himself will do with research, we come to scientific research results, he can accept.

Method Six: Universal CE

Thomas: Universal CE just also talked about, the company has a CE platform, everyone in the company regardless of customer service, the front desk as long as there are computers can log in to test the company's latest products, and then according to their own experience to ask questions, this thing is a lot in use, We have been in the sea of the universal CE, we really will use the feeling of speaking out, in fact, you still worry that can not find the problem.

Colleague: Will the new product be tested for a long time before it is online?

Thomas: Different lengths, sometimes a week, sometimes longer, and sometimes there are too many problems in the test, the product may be postponed release.

Colleague: Are we all on the initiative to do this experience?

Thomas: In the beginning, it depends on Westley.

Enya: There will be award-winning test, there will be a variety of channels of publicity, such as our mail, the internal RTX to send a message, publicity out if the trial will be a prize;

Thomas: There will be some such rewards, but later it becomes a habit, and as a member of the company, everyone feels obligated to put forward their own ideas. But after the first product is sent out, the good is completely ignored, we all directly say the question, directly an article comes up, on question one, the question two ..., some colleagues also can say this is the rubbish, therefore must have certain psychological bearing ability, will go to see these things, to accept these things, But it must be pointed out that the internal CE platform may be more direct than the external collection, but there is a difference is that our company's software basically our colleagues are users, but in other companies the situation will be different.

With regard to professional organizations and equipment, it is necessary to use the research team, such as the construction of the experience room, some of the experience room will be installed such as eye-moving equipment, such as high-end devices and so on.

Thomas: Well, basically to a retrospective time, there are two minutes, a simple summary. Perhaps many peers will have some ideas did not have time to say, I believe this topic is an eternal topic, can be discussed for a long, we are here just to do a beginning, I believe that now the communication tools so developed, we usually can also more on some professional topics to do more communication.

In the discussion of the round table today, we have put forward a lot of valuable things in the process, I believe that there will be a document to share with you.

Finally want to say a feeling, in the completion of PPT, I think this topic is actually like a tai chi, business value and user value is actually a thing propagates long, alone Yin not born, Yang not long. We are doing product planning, product experience is a bit like playing Taiji, to put the two together, in the end to get two values of a high degree of unity.