On the 8 user instincts behind the user experience

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"I never go to spend big money to do market demand argument, just like people drink water every day, so there must be a market for selling water." It's a human instinct. "This remark by an ordinary businessman brings me the following thoughts:

"Is there a user instinct behind the user experience that people ignore?" ”

First of all, look at the user experience the first word from what background people.

The term "user experience", which appeared in the 90 's, was proposed and promoted by a designer named Donnald Norman, who served as vice president of Apple's Advanced technology division. Through its own products, Apple has extended the Norman concept of "user experience" to the whole world.

No one seems to have studied it carefully: How did Donald and Apple discover the concept of user experience?

In fact, we can tell from Donald's school experience and the two most famous books: He received his bachelor's degree in electrical engineering from MIT in 1957 and a master's degree in electrical engineering from Penn State University in 1959. He was interested in computers, but he found that computers were more useful for studying humans than for research machines, which led him to a PhD in psychology at Penn State University and a Ph. D. In mathematical Psychology in 1962. The two most famous books he wrote are called "Design Psychology" and "Affective Design".

From here it seems that the user experience is actually the first to learn from the user mentality. So, can we say that to achieve the most exquisite user experience, we should focus on the user psychology behind the user experience rather than the methodology of the user experience.

The user experience design we use today is based on some kind of user instinct. It is important to remind readers that the user experience is a complete set of experiences around the product, including design, production, manufacturing, marketing, after-sale, and technical support.

I try to list 8 big people will have instincts, do products or design, do marketing or not, are inseparable from these:

1. People are good at learning from themselves: "The curious Heart of the baby age"

Almost all users have the ability to learn from themselves, Appflow this app search app from Hungary is full of immersive experiences, when people experience this product in addition to their own experience of elegance, comfort, there is a kind of self-study brings happiness, when the step-by-Step into the app, People are tempted to send out: "This thing can also be used in this way," praise.

I remember a hand tour called Joy-stacker (stacked wood) its level design-"N World" is very seductive, the previous checkpoint learned things can be used immediately in the next stage, and is off the step, will not let a person just to repeat the boring feeling, can let the player in an instant to inspire some kind of study spirit.

This kind of spirit slowly makes people seem to return to the age of curious to turn over a certain kind of new thing, the ability that people are good at self-study may come from the trait of "curiosity".

A good product gives people the sense of "I'm a smart user", in addition to the "developers are very powerful".

2. The characteristics of human fast crawler information: "Not Exit=exit"

There used to be a "failure sign" design case.

It is a hotel fire door, this type of door in a fire can withstand the fire spread to the area inside the door, so that in the event of a fire should be closed and not allowed to be opened. In order to remind people that "it is not a escape route", on the door once people have designed two different sets of logos, one is "not a exit" (not export), there is a version of "FIRE DOOR KEEP CLOSED" (Fire doors remain closed).

The survey shows that people seem to be mistaken for "EXIT" in the front of the logo, so it will be launched, although the word is a lot of seemingly wordy, but it plays a role in the alert. Why this happens is because the human optic nerve has a quick grasp of key information system, in only allow a small amount of time to read text, will be a photo-style to browse the key information in the text, this ability is human and born, it is an instinct.

So there's hardly any difference between ' not ' exit ' and ' exit '. This kind of human fast crawl information characteristics are widely used in marketing, but many are used as the title party, so to remind a point, when using the title to attract others when it is best to have some dry goods, otherwise there will be a reverse effect.

3. People do not like to be wasted time: "I have more important things!" "Apple's products always allow a novice to quickly learn to use, people always emphasize in a Web site interaction design as far as possible to allow users a few 2 steps to reach the destination; people always like one-click Automation products.

It is not simple to use the "lazy" feature to explain the above phenomenon, I personally think that this is because people have to prioritize things to different degrees of order. What exactly does this mean?

In daily life I always have more important things to deal with, such as:

my relationship with my girlfriend (of course it's just a joke); I have to spend a lot of time learning how to write a work that is better than a nine-knife or a novel to earn a living; I'm going to rush to fix the site's damn bugs quickly in the short term.

So I'm going to learn how to use a new computer, how to use a new team task to organize tools, how to sell a washing machine such things as secondary things, I hope they can be as automated as possible, do not I spend too much energy and time to learn.

Not because I didn't have the time, but because I wanted to put the time on those important things, I wanted to focus on something I thought was important, and I didn't want to waste time. Therefore, in the design of products when many people say minimalism is good, not because my industry friends are doing so, I do, but to think about why users like the simple process.

Of course, there are times when simple processes can be tedious, like the Belgian vintage coffee pot (the balancing Siphon Coffee Maker, which uses siphonage to make coffee) is complex, but it's the complexity that makes it easier for people to brew their coffee slowly. The coffee pot here is no longer a FMCG, it is a piece of art. The essence is that in this complex structure, people will study how it is used as a very important thing. So it is more than a minute to produce instant coffee more life, presumably from the perspective of experience will also be more intriguing.

4. Human beings like a little human "robot": "Siri, Speak!" ”

Human-Computer interaction is a very big subject, which not only involves the computer field, but also relates to the science of psychology and sociology.

At present, the performance of Siri (iphone voice intelligent applications) is becoming more and more popular, on the one hand, people begin to understand the "clumsy" robot, on the other hand, Siri is beginning to become more humane, especially in the laboratory of the early robots, Siri is much more like the robot Robonaut2 in Star Wars, and its interactive conversations are closer to the language that humans use, not just "Hello, my Good".

Today's users play with a variety of electronic products, the electronic goods here is like a robot, in the people-dominated world still need a robot with more people's characteristics, such as:

speak with a feeling of emotion; more slang for everyday expressions than written official words; more in line with the logic of the majority of users; the interface or the image conforms to the human visual habits (for example, Apple's new smart glasses patent is more consistent with human visual habits than Google Glass one more lens. And does not cause damage to human eyes.

In addition to UI design, the entire product experience process we should also give users more human touch, such as:

Customer service in the answer to the question should not be like a simple robot answer; In doing social media marketing can properly let the employees in the enterprise to make a sound, rather than every time using the Del Piero time machine this robot to set up the automatic microblogging send When the user enters the product, a certain navigation guide is attached to the interface (instead of just a long manual).

So, when designing products, always remember, product creators need to communicate with the user, so the UI is very important; in the promotion of products, marketing staff and users to discuss the real problems of life and work, so the intention to communicate is very important; in educating users to use products, you are a teacher, you need step-by-step guidance, So navigation guide design is critical. All of this is called "humanization", which we often put on our lips.

Did we really do it?

5. People do not like to be forced to do homework: "Freedom is my longing"

In the student era, everyone has been forced by the teacher to do their own not cold work experience, is indeed an unsatisfactory thing, this is one of the common character. Everyone has a distinctive personality characteristics, people do not like to be forced to do things that do not like, freedom is everyone's yearning.

In many of the Internet products, enterprise-class products have many similar problems, such as some poor CRM system (Customer management System) in many sales-oriented companies often have employees complained that "not practical, the actual business does not help." As a result, they will choose to use other better CRM system (information tools using good staff) or simple Excel (information tools to contact less employees) to manage their customers and business.

So the company's set of mandatory requirements for employees to fill in the daily tools become a "job" and burden, the staff in order to complete the "homework", a hasty, filled with a lot of untrue information. For enterprises, but also caused a lot of invalid information accumulation.

Even if you build enterprise-class products, you should first consider the experience of ordinary employees as individuals.

6. Never abandon the truth: "ipad guitar, stupid"

Many products now have a bit of technology and a sense of life, creating a lot of loss of aesthetic products.

The most typical example is the ipad guitar, which may be an innovation, but it is completely stripped of the beauty of the real guitar, and I don't think it's wonderful to touch a tablet with a finger to make a sound.

The most important experience when playing a musical instrument is its own contact with the instrument itself:

the strings of the ponytail, the shell of the wood, the black and white of the piano with the fingertips, and the wonderful saxophone melody with the mouth.

The loss of these feelings is tantamount to the absence of a sense of reality, that experience will make people feel very no aesthetic.

Another example is the Xbox-cut watermelon case, where children are more likely to find it more fun to cut watermelons and Xbox in front of the ipad. Because the latter is the movement of the whole body, it allows you to fully integrate into the game, immersive, coupled with sports is human nature, so a large cut watermelon than with the finger cut more exciting.

And I've always said, SNS website has been a weak relationship has long been the main line of the relationship between the site, in fact, this does not necessarily bring people too close to the distance, whether in Facebook or on renren we always feel comfortable in the circle of familiar people, So the real name will bring us a more secure, closer to the true feeling.

Truth will give people a sense of beauty and security, beautiful things engaging, safe things durable.

7. People don't like embarrassment, "Don't let me make a fool of myself!" ”

Whether for the Western open culture originating from the nomadic people, or the implicit culture developed in the east, it is always a common instinct to hate embarrassment.

In most cases,

people are choosing to talk to friends and strangers; people do not like to do nothing while waiting for a bus; people do not like to raise their hands in the 500-person classroom to express their suggestions for the speaker or even be invited to the stage.

Because people will be afraid of embarrassment, will be afraid of public embarrassment, afraid of being found. So

The

allows people to "peek" at others ' Twitter or Weibo in a safe, 36kr last month's opening day in Shanghai, an interactive product that allows people to vote directly without raising their hands or give advice to speakers –slideidea A smartphone that allows people to see things while waiting for a bus; IM tools that can send text.

These products, technology, hardware and so on people are afraid of embarrassment of the invention of the weakness, of course, it is popular.

Of course, everything is a double-edged sword. These for people, may ease the temporary embarrassment, but there is also a hidden danger, that is, let people become more and more difficult to get along with strangers, more and more afraid to speak in public, more and more lazy to stop to dwell on their own thinking. The lack of these capabilities will also have a great negative effect, over the long term, it may also produce technology to control the situation of mankind, we do not need such a "beautiful New world."

However, only a handful of companies or product developers can solve this problem, and it is worth doing more searching.

8. To drive away contaminated eyes: "Nature, City, Universe"

People seem to like beautiful things at any age.

Why do you want to do UI design instead of directly to the user a very ugly interface is because of this.

Visual pollution is often associated with the complexity, confusion, monotony, strange, bloated, and artificial absence of logic. So where is the thing that doesn't pollute the eyes? Where can I find it?

Three places can be common sense: nature, City, Universe.

Nature can find a simple atmosphere of simplicity, the city can find the scientific rules of the rich sense of hierarchy and logic of the design, the universe can find mysterious and interesting magnificent scene. These are the things that make people engaging.

Whether it's architectural design, UI design for Internet products, or home design, their ultimate goal is to make people comfortable and get rid of things that pollute their eyes. So many programmers think of UI designers directly as artists I think it is extremely absurd, they are actually a group of beautiful things brought to the eyes of the elves, they are to help people drive away visual pollutants doctors, in addition to art, they understand psychology, human nature, art, logic and life.

Design, is a great project.

derivative thinking

When we want to be a great company, we have to consider what the great companies thought earlier. Rather than follow the fur in the back, it is like physicists and mathematicians digging into the essence of science, philosophers digging into the essence of life, so that they will be more comfortable in the future to adapt.

Apple's ability to innovate is not because he has a company in front of another named Orange that has done great things, but jobs will sit down and think, he does not "first believe market research." In my opinion, that is right, because what is the market? Market demand is actually "what other people are thinking" a large sample analysis of statistics, the way to get this statistic is to get more people to tell you what he's thinking, but the scary thing is that it keeps you from focusing on what human instincts are, what people need, what they don't need.

What we are going to do is for people, and to some extent, the people who know me best in the world are myself. For products, entrepreneurs can be a lot of things unprofessional, reported a learning attitude, but for the entrepreneurial instinct I think everyone is the most have a say.

So back to the question at the beginning of the article:

"Is there a user instinct behind the user experience that people ignore?" ”

I think there must be a lot of user instincts behind the user experience that people deserve to do research.

I'm just talking here, and there are a lot of human instincts that we can find. After writing this talent found that people are actually a very interesting creature, we put this "interesting" successfully attached to the product we created, it will have life, the user will resonate with it, and thus fall in love with it.

article from 36 Krypton