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The great design is not just designed for design, but to rewrite the rules of the game while pursuing the overall user experience.

--Business value "critical design" Yue Read

The great design is not just designed for design, but to rewrite the rules of the game while pursuing the overall user experience. Companies such as Apple, Ikea and Starbucks have changed the course of a business society by reshaping the user experience. May 17, the second issue of "business value", jointly organised by the "business Value" magazine and Zhan-Lu culture, read "critical design" with many guests.

Experience and design have an important impact on business

Zhang Peng, editor of Business Value Magazine

American thinkers have recently talked about a concept in a series of books on design and user experience: We can interpret technology as a living body that attaches itself to human beings to release greater value, but also to become more powerful and stronger. However, this type of life and human is a rejection of the reaction, experience and design plays a role is to eliminate the two types of life between the rejection reaction. The original product is just to meet some of the basic needs of people, now the product is needed to let us have a better experience, even to the public to produce a true love. Therefore, experience, design more and more important impact on business, increasingly become the decision of product value, business value and social value of a core.

Design is strategy.

Dong Ji, deputy editor-in-chief of Zhan-Lu culture

In the Book of Critical design, the author Robert Brenner that the experience itself has become a culture of the enterprise. Aislinger, founder of Frog Design, in the book a fine line, has made design a driving force for the future of the business and the future of the business. Aislinger that design is a strategy, a complete design as the enterprise's philosophy and strategy, in helping us to construct is an aesthetic society and a human economy. Design is mediocre, sometimes brilliant, or imitation, or innovative, whether you are on the side of comfort or the future of innovation, all depends on your understanding of design.

Start with experience and end with experience

Song Yu, senior director of Lenovo Design strategy

How can creative workers bring surprises to users? First, always be curious, this is a kind of life attitude, but also an innovative attitude. Second, uncompromising innovative design spirit and belief, third, we must understand the user's development mechanism and innovative development process to ensure that the user experience as the core, pay attention to every aspect of the user experience, from products, products related accessories, users understand the product process, the process of purchasing products, product unpacking experience process.

How to evaluate innovative solutions? First, to have a clear evaluation criteria, from a number of dimensions to evaluate the good and bad of innovative solutions, including attractive design and details, but also pay attention to the user to bring surprises to the use of the experience of every link, and even the production of the implementation of the project considerations. Second, to have a good mechanism to ensure the continuous improvement of the quality of innovation. For example, each time we develop specific standards of innovation to guide innovation. Establish 60 points of the standard to ensure the basic realization of innovation, 80 points of the standard to ensure innovative leadership, 100 points of the standard to advance the breakthrough direction of innovation.

In addition to the design innovation can meet the needs of users, create user experience, there is a mission is to promote the cultural experience. The value of the design organization should not only make money for the enterprise, but also provide users with a lot of cultural and spiritual experience. Apple is just the beginning, the future we can create a better, more perfect, more excellent experience.

Help people, limit people

Jianhua, director of strategy and research, Rococo design Group

"Helping people, restricting people" sounds a bit difficult to understand, in fact, many things in our lives, many products, many actions are in the "Help and restrictions" between the balance. A logistics customer has been very distressed before coming to us. Their products have just come down from the production line is brand new, but sent to the user hand, the packaging has been tattered, causing a lot of user complaints.

We have carried on the thorough research to the product circulation system--from the production line, to the loading transportation, arrives at the customer hand, carefully combs after found, in this not complex link inside a total of 26 times manual handling, each time the worker handling will have the huge damage to the packing. These products are large and bulky, and frequent heavy physical labor every day makes it very rude for workers to carry them. So, we use a power tool-forklift to help workers save effort. In addition, we have optimized the whole system, restricting the workers ' behavior and making them unable to treat these items at will. Finally, we combine the improvement of the system to optimize the design of product packaging, to achieve "help and limit" workers to do a good job of a process.

4 Levels of requirements design

Mercedes-Benz China Prospect Design Center designer Zhang Nature

Some people are aiming at the 5 levels of Maslow's human needs, and put forward the corresponding demand level of automobile design, such as the design of survival demand, the design of comfortable demand and the design of emotion requirement. I have added an experience requirement design to these 3 levels. Survival requirements design, to meet the basic functional requirements, can open, can expand people's travel range; comfortable demand design, the car can not only expand the range of travel, but also run fast, sitting very comfortable; emotional demand design, such as Mercedes-Benz, BMW luxury car will make people have an emotional dependency, bring a sense of a feeling; What is the experience requirement design and what does it look like? This is what we think and think about. Disneyland, for example, is a paradise for children to realize their dreams. All of their designs are related to children's dreams, so people are willing to spend more money to get the experience and feel value for money, and I think that's the only thing that rivals can't replicate. In the future design, people, cars, society will have a good interaction, and this overall experience design requires everyone to work together, great design is everyone's responsibility.

3 Aspects of user experience design

EICo Design Creative Director Zhang Yi

The user experience is divided into service, market and product 3, they are closely related, is a mutual drive, interaction process, and for the end user contact. The same set of user experience strategies, in China and India, may have the opposite effect. This is because the factors that affect the user experience are different, including politics, education, science and technology, and the environment. Why does the environment have such a big impact on the product experience? For example, air conditioning products, in the spring or winter will bring a completely different feelings, will affect our experience.

Sadly, most of the product experience separates these 3 sections. The service and market segments have been very mature, with very good systems and professionals. But the marketing and advertising sections are not associated with designers, and many services do not understand how design is done. So we will do a few things, from the application to product brand sensory experience to do this product, after the design into the user's sensory experience.

Round Table Dialogue

Zhang Peng: The future of the designer in the whole business will be more and more power, this aspect of the talents need to have what kind of quality needs, what kind of self-cultivation?

Zhang Yi: People who are not in the same industry focus on product design, there will be different angles. Designers must have their own views, to see and think of things to do in-depth thinking, in the end is not the case. When you are doing any thing or reading any book are holding this attitude, in fact, is a temper of their own thinking, thinking logic will be very organized.

Jianhua: When we pay attention to the talent, pay more attention to his consciousness, is not put open, is not the idea of innovation? When we are faced with some new issues or new problems, what kind of innovative ideas you will put forward and what innovative practices you will use to do this thing, this is the most important. In addition, we must abandon the self-centered. It is easy for designers to feel that they are doing the most, the best, and no one can. At this time, to give up many of the ideas of the self, patiently listening to other people's thoughts, to understand, so that deeper understanding. Executive force is also very important, do things do not stay on the level of thinking, as long as you are very serious from the beginning to do, I believe that one day you will become the industry inside very cattle characters.

Zhang Nature: The car is a more general volume of products, his design needs two or three years, or even longer time. At present, car design is more traditional, for the requirements of designers must have very good basic skills, otherwise can not enter the industry. If you want to do better, you must have a broader vision, a wide range of absorption of knowledge and skills. So if you want to become a car designer, the first to have professional skills, the second to have a pioneering vision, the third to absorb the various skills, which will be very beneficial to the future development.

Song Yu: We have reached a consensus, first, must have an open mind, the vision can be gradually improved, but the mentality is very important to constantly have new ideas come in, and then the old ideas obsolete. Second, the designer should be confident, to have a real claim of their own, this is not stubborn or paranoid. Designers should have their own achievements, how to understand the user's own needs, this is a permanent theme. Maybe in a project, because of business or business requirements, you will give up some, but once you have the opportunity to keep the real thing, this is particularly important, but also a designer in the future can gradually achieve a prerequisite for success.