Wang Yihui: How to quantify the user experience

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

How do I quantify the user experience?

It seems that the domestic has not studied and planned a set of user experience assessment system, and foreign seemingly have, rough look, not too good.

The personal point of view to the grassroots and everyone discussed.

The user experience is divided into two areas:

1 User Experience

2 Users of the experience

User experience is the actual site users in contact, use the site experience, this experience is different, the user behavior is also different, user behavior can be monitored.

Experience users, is the user experience optimization staff, standing in the user's perspective to experience the site, staff level, ability of different, the quality and quantity of work is different, the quality and quantity of work can be monitored.

User experience is different, the user behavior is different, user behavior can be monitored.

User experience, the first is the user experience, user experience, this psychological feeling, will affect the user's behavior, user behavior will be reflected in data, data can be quantified.

For example, a website a button color, slightly deepened a little later, order volume rose several times, because the previous button color is too shallow, and in the user's impression, subconsciously think that this button is invalid, can not be clicked, so, when the button color appropriate adjustment, the turnover of the vertical pole saw the increase of several times.

Again, perhaps the purchase of an E-commerce site is too cumbersome, not simple enough, the daily order volume of only thousands of, because the user feel too complex, too difficult, and give up, if the order page is simplified, then may rise to tens of thousands of, these can be measured by the data.

This page if the daily traffic is 10,000, the purchase volume is only 1000, then the purchase conversion rate is only one-tenth, and if the process is complex, resulting in the user click after the purchase to give up, this purchase cancellation rate can also be reflected as a set of data, when the User experience optimization, purchase conversion rate of the increase in the ratio of purchase cancellation rate, can be measurable data.

For example, when a user buys a product, in the transaction process, there is always doubt, and to consult customer service, there is a consultation rate, when through the user Experience optimization, the page on the instructions to guide, simplify the transaction process, then, this effect can be quantified by the decline of the consultation rate.

The improvement of usability of website means the increase of conversion rate, the decline of usability related consultation and so on.

The user experience, by no means just ease of use.

I have written an article before, the user experience of the four elements, very simple, it is reflected as useful, usable, easy to use, commonly used.

Ease of use of these data, just easy to use a part of the content.

The concept of user experience, the category is too large, too general.

Although some user experience is quantifiable, it is difficult to implement the user experience metrics to which person or persons. Very simple, I have in the user experience in the record also said that the user experience is not a few people's work, not which department's work, but the collective work, an internet company's product department, customer service department, and even all the department's goal, in fact, is one, is the user experience.

A customer had a good impression of a hotel, can not say is because the restaurant of a chef skilled, although this is one of the factors, the same site to users a good experience before, there are many links, including products, operation, customer service, we work together, close cooperation to achieve.

Strategic positioning of the site, the decision for users, this site is very useful.

Website products, process planning, information architecture, interactive design, and the site easy to use, easy to connect.

The technology of website platform, Operation Dimension, the same with the usability of the website, easy to use tightly connected.

The business model of the Web site is designed to ensure that the user experience is not affected while obtaining commercial benefits.

Website customer service, sales, directly facing users, words and deeds, a stroke, typing punctuation, the tone of the voice of the traffic, are affecting the user experience.

If the user experience as a product, then this product can play how many points, not depending on a person or a few people.

Therefore, the general assessment of user experience is not feasible, the user experience must be refined, clear division of labor, responsibility to people.

Who will assess the user experience?

Users, only users, only users can assess the user experience, users use their hands to vote, with their feet. User gestures, there will be specific data reflected.

For content-oriented Web sites, an improvement in the user experience may be reflected in an increase in average site stay time, a rise in integrated browsing, and a rise in the number of pages per visit.

And for E-commerce sites, the user experience of the improvement, just reaction to the user operating time, from browsing to the order, to the completion of payment, or even the shortening of the evaluation time.

Therefore, only users can assess the quality of user experience work, users use their hands, with their feet to vote. When the user experience assessment, we collect the data to assess the user experience.

To quantify and assess the user experience, we first need to be clear about what the purpose of the user experience work is, and what the specific goals are.

The purpose of each site is different.

The goals for each user Experience Optimization project are also different.

Some information sites, media sites, some community sites, some E-commerce sites, each site's quantitative goals are different.

But a few are common, the following are mainly E-commerce sites for example.

1 Reduce the user's sense of dissatisfaction

Reduction in the number of complaints and consultations.

2 Increase User Loyalty

Repeat the purchase rate, increase the number of heads.

3 Improving the flow of happiness

The amount of user time spent in the transaction process is shortened.

4 giving users a sense of belonging

Increase the number of users praise, sincere suggestions for the promotion.

5 giving users a sense of trust

Registration conversion rate, purchase conversion rate, recommended registration, purchase rate promotion.

6 give users a sense of stability

The decline of purchase failure rate, website visit, the decline of operation failure rate, the reduction of payment cancellation rate.

7 give users a sense of security

Intimate and thoughtful security measures to reduce the number of users stolen, cheated.

......

Can be seen, although the user experience contains all aspects of the content can be quantified as a number, but no doubt, we can see that in fact, a site all the work, the ultimate goal is to enhance the user experience.

To this end, we have to break the user experience into a lot of specific work, the breakdown of each work into many projects, the project into a number of stages, to set specific goals.