Let UCD thinking become YOUR PAIN point

Absrtact: We often say find the pain point, then how do we find the pain point? I recommend an artifact-level approach: UCD (user centered DESIGN). and UCD is the most commonly used and most effective method of millet, there are three key points.

We often say find the pain point, then how to find the pain point?

I hereby recommend an artifact-level approach: UCD (user centered design).

Our traditional way to find pain is generally to focus on the specific product features, and then focus on the user's behavior, after the investigation to find the problem to solve the problem.

UCD thinking is followed by different ideas, and UCD is the most commonly used and most effective method of millet, it has three key points:

1, the user's pain point to focus on a number of typical representative users, simplifying the needs analysis. For example, millet will be the user's pain point in a typical representative of the user, is a fan, MIUI user experience is the core of "easy to use, difficult to master", that is, so that ordinary users feel very good, but also to the depth of experience for enthusiasts to bring space.

2. Turn this typical user into a portrait of the user. Alan Cooper put forward the concept of persona. "Win in the user" this book translates it into "personas", is on the above massive Data Analysis Foundation, carries on the visualization to obtain a fictitious user.

P represents fundamental (Primary), E represents empathy (Empathy), R stands for authenticity (realistic), S stands for Uniqueness (Singular), O stands for Target (objectives), N represents quantity (number), A Represents applicability (applicable). The greatest benefit of user portrait is to improve communication efficiency.

3. Participatory design. is to allow typical users to participate in the product prototype, feedback, testing, optimization and other processes, but also I often say 100 fan effect.

Try this artifact to find the pain point of your product. Here is a product manager's specific practice, very interesting.

= = = Product Manager Split Line:

Wen: Xiangyang

Today's old D to teach you a word, this sentence to learn is very simple, but in the future work is very difficult to use, but it is to do the core of interactive design, but also the basis. This sentence is what old D don't tell you first. Everyone first to do a little thinking, their own ideas through words or voice sent to me alone, do not comment below, because it will affect other people's thinking.

The little question is: Is there a supermarket near your house? There are often customers who buy a lot of things at once and then take them to the checkout counter. Give a plan to design and produce a product (including not limited to shopping carts, shopping baskets, shopping bags, etc.) that will help them put things in place. Do not specific product solutions, that too spend your time, just say design ideas, is how you intend to do, highlighting what factors to consider and how to make your ideas.

To address this problem, my idea is to design a new shopping cart to solve the customer's long waiting time to pay the pain point. First in the supermarket to prepare for shopping when the new shopping cart in the appropriate location to remove and scan to get a two-dimensional code, and then you can start shopping. This shopping cart has information about all the goods in the supermarket, customers in the process of purchase through the shopping cart themselves scanned merchandise, the final shopping after the completion of the shopping list at the cashier to the first two-dimensional code and shopping list to the Cashier scan to check, so you can reduce the waiting time to pay.

For this scenario, old D says it's good to have a pain point to design, and if it can be done systematically from the user's point of view, it will be elevated to a higher level. What do you think is the first thing you want to do when you design? What is the user like? What's the demand? What kind of problem can this design solve for him? How did the former user of this design do it? And how did you do it? More from the user point of view, positioning target users, the use of professional user research, Quantitative analysis, and strive to become the target users, guide users to speak their own ideas, mining the user's potential needs and pain points. But they can not replace the user, otherwise not objective.

There are basically several types of ideas on this subject:

First, focus on the specific product functions, to solve one or several of their own thinking of the problem, and improve the function to solve the problem, most of the students are from this point of view;

Second, focus on the user's behavior, such as the resolution of queues, load and other issues;

Third, the use of innovative models, such as subversion of existing people's shopping habits;

First do research, find problems, make plans, and solve problems. Which method is right, the difference is to solve the problem of what level.

User-centric design is a very important way to do Internet design. If you use the UCD (user centered DESIGN) method to do this case, may be very different methods, for example, will be the first analysis of the customers in the city, living in the supermarket far away from the place Ah, take what kind of transportation to the supermarket ah, the amount of each consumption is how much, The frequency of the weekly procurement and so on, need to do a detailed analysis of the target and behavior of customers in the supermarket, different user groups of different goals, needs are different, the performance of the specific behavior is different. For example, a four weeks is a mature community in the middle of the supermarket its main customer type is the home type, is generally the elderly or mother responsible for supermarket procurement, the elderly on the tools to install goods what demand? For example, labor-saving, or even too heavy items are to call the supermarket delivery, what are the needs of mothers? Like taking children to purchase, To buy a lot of large volume of things, urine is not wet and so on. But what if it's a supermarket next to a Foxconn factory? Users are mainly in the factory of young people, and a lot of girls, that Sheng put things in the tool is not to say the same as before, is not to be beautiful, is not the need to provide a strong privacy of the Sheng put tools, and so on. This is just the beginning of the demand phase of user research considerations, of course, there are many factors, the future will be referred to the user role model (Persona).

That is to say, users ' needs can be concentrated in a few typical users, simplifying requirements analysis. Of course, user-centric design is not only reflected in the initial stage of demand research, in the follow-up product development in every aspect should let users participate in. For example, we do shopping cart design, at the beginning we can find direct user interviews, ask them some of the situation and needs, the existing tools dissatisfaction, and their expectations. After we think of a basic plan we can get users to say our design, let users give advice, reasonable words we will go back to change. By the time we sample out, we can let the user to try, give feedback, iterate again, and finally basically determine the mass production after. Solid product design can do so, the Internet's product design should be used in this way.