Website operation: Five user experience needing extra attention

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"Editor's note" This article is reproduced from Zhou's blog, its content is November 9, 2012 Zhou at the UPA User Experience conference speech.

The product manager of the technical staff is very potential, because he knows the technology, and the technician can choose the technical plan better. But I see a lot of technicians in the product made a common mistake, too want to show their own technology to the user, the advanced technology concept to the user.

This is the forgotten from the user point of view, the user to today, especially the experience of the times, what is called the experience of the times? The more complex the computer is, the better it is to be able to enter complex instructions when the computer is in the immediate times, but when an industry, like today's Apple, becomes an arcade, the computer has become standard Computer from the age of experts into the mass era, this time the experience becomes more important, users do not even know what the CPU of Apple, a lot of white rich with apple, Gaofu do not know whether the Apple is a quad core or dual core, just feel very cool.

Everyone with Google, only to see Google simple search box, who knows what the Google behind the server model, Google used the first generation of search engine technology. Many technical personnel to do products, advertised that this is the fourth generation of technology, I do not know if the fourth generation of users can understand, many times too much of their own departure, we made a mistake to educate users, my view is that users are not educated, user habits you need to observe adaptation.

To adapt to the user's habits, the most terrible is to correct the user to develop the habit of many years, which is almost impossible.

Starting from the user, care, is the following how the user experience a number of views of a foundation.

The user experience has five points:

One: The core of user experience is user demand

One is the core of user experience, we are designers, is not the design? Unfortunately, the first core is not the design, the user experience is the most basic user needs, if the user needs, a design again beautiful products, is not and users resonate.

I have a circle in foreign countries, a lot of college students creative team do a lot of things, I give an example, in the past two years a once very hot concept lbs, there is a concept called O2O, we see what the success of the product? No, it's simple, the user chooses a product, You make a little white user go to a restaurant to eat or decide to buy a TV, designers may be good because of the design to buy home, the vast majority of small white users ask a simple question, I use this product to solve what the problem, this product to me what is the use of words is what, if this problem can not be resolved, users will not want to talk to you, But there are too many user experiences that ignore this product, but say that there is a O2O concept recently, so based on the O2O to do a design, or recently think of a demand, we do a product.

I saw a few of these products outside, my first reaction is not to look at the interface, I am looking at the description, the user in what scene down with, this is the most important user experience, we call user research, user analysis, user interviews, are not users to see your interface, but come up to the user what scenario will be used, The weaknesses of many product managers here, user scenarios are not subject to scrutiny, users do not have this demand, this demand is his imagination, I told many product managers, your product first version of the interface can not be beautiful, the design can be flawed, the function can be very simple, these are not the reason for users to reject products, The only reason a user rejects a product is because it doesn't resonate with you, and you don't know what it's for.

For example, Tencent's products have been very beautiful today, the first version of the product is very simple, a lot less, did solve a Chinese people at that time lack of communication tools, 360 today's function is also done extremely large, even a little complex, products are many, but 360 first edition of the function is extremely simple, with any anti-virus software no way than , the function is extremely simple, the ability is also very weak, even a rogue software can remove it, even the basic self-protection ability.

But when I was able to get up, I didn't do much good, is at that time there is a huge market demand, 2006 rogue software in the scourge of China, almost 99% of internet companies, regardless of size, regardless of Chinese and foreign, are collectively doing rogue software, and no one to control this thing, so it can kill rogue software, can solve the user's pain, I think the best product is to solve the pain of the user, the greater the pain this product is welcomed by users, welcomed by users, there are users, users can grow, there is the opportunity to improve.

As a Design Master of jobs, he just returned to the Apple, not today so cattle, he returned to Apple in 1997, the first to do a few color shell computer, won the industry award, the question is to change the apple? No, because it didn't really meet the user's needs, why did the ipod break into demand, Is the ipod really a blue sea market? Wrong, is the need for a new invention? Not at all, listening to music is the basic need of everyone, and all the lawsuits in the United States, which reflected the need for American college students to download songs on the Internet, the ipod complied with this demand, without the need to talk about ipod Touch, The appearance of white beautiful, this is empty things.

I have repeatedly stressed that when you decide to participate in the planning of a product, the first step is not to think of color, not shape, is the user in the end there is no such demand, if weak demand, this product will be very difficult to promote in the future, if it is strong demand, users can not stop the demand, this demand will be a great success.

For three examples, such as the most fiery micro-letters, a competing product once made a cool design thing to doodle, to send a mood to others, and no user point of view, each user is a professional designer, each user spends a lot of time every day graffiti, may not really say a word, at that time do not understand the user psychology, From this product never on the internet to pick up, also do not use similar products, I do not feel a bit of users, micro-letter shake, boys can shake out the sister, girls can shake out their charm, this product is a strong demand in micro-letter, become an explosion point.

Online there are a lot of people with pirated Qvod, someone repackaged, loaded with some virus and Trojan player, to play love action movies, this 360 pop-up prompts, can not broadcast this thing, there is a virus, they listen to 360? No, turn off the 360, if 360 again, 360 completely removed, After reading the 360 loaded, this demand is called strong demand.

But I would like to give you an example, the recent micro-letter talk about two-dimensional code, two-dimensional code is strong demand, mobile phone does not have the application of two-dimensional code does not seem to affect, why in the micro-letter before all the two-dimensional code of the company is not too successful, because it is weak demand, loaded two-dimensional code to do, very convenient, everywhere sweeping, where there ah, talk to businessmen, Business said two-dimensional code can try, but you have users, and no users, it becomes a knot.

Today, micro-letter plus two-dimensional code applications, micro-letter to do two-dimensional code success, that the two-dimensional code is a good thing, wrong, you installed micro-letter is because there are two-dimensional code, not, you installed micro-letter, it has a circle of friends, can make friends, I very much respect the micro-letter this product, I have been a product success as an example, in our internal reflection and learning.

After a strong demand, on the basis of 200 million users, plus a two-dimensional code application, we naturally extended use, but a lot of startups, not careful analysis of user needs, just see others do two-dimensional code, I also do, do not know others do can succeed, others have 200 million basis, you do not succeed, Because you have no strong needs.

Sing recently why the fire? is the Chinese pursuit of music to a new realm? If you really think so wrong, carefully analyzed, sing it or strong demand, we do not laugh, a lot of successful products, is strong demand, so there will be users, users, users continue to ask, continuous improvement experience, The better the experience, the more successful, finally, when the Chinese entrepreneur propaganda, will not like me to tell the truth, will say that I was so far-sighted, user interaction How beautiful, we put a huge force, our user experience, user interaction how good, and finally we achieved success.

Perhaps you have listened to this sharing, go back to work hard to build the interface, adjust the color, the final product is still not successful, why? Because we did not capture the user's essential needs, all the user experience improvements that left the user's needs are bullying.

See some products outside to talk about the concept of O2O, I stress the concept of killing people, in the company to discuss products, if the CEO also talk about the concept of the company collapsed, if the product manager to talk about the concept, the company will be more screwed up, because the concept is the right nonsense, who can explain O2O, business, This concept in the Internet for so many years, all of the summary of hindsight, the concept is far from users, users will not be called because of iOS to use, the user first on Facebook because they can pick up the girls. So forget about those concepts and look at the users.

Second, beyond the expected to call the user experience

What is the formative experience? Experience must be beyond the expectations of the experience, if you do with others products, but the function is not called experience, many people in the plagiarism of other products, often said that the company did what function, the boss said to do one, but did not think about it, if the same is not a chance, if the user ran out, The feeling of passing is good, the user does not form a real experience.

What kind of experience like taking a needle, or kicking a foot, feel a needle pierced, it will form a reputation, this is beyond the expectations of things, is not very large? Do not say product, many people imitate micro-letter shake, I asked product manager, he said the biggest experience is what? Some people say in the hotel with a micro-letter shake shake can shake out dozens of , with some products to shake, 10 kilometers within can not shake out one, which is more than expected, you tell others brother use this, it can exceed expectations.

I originally wrote micro-blog, I recommend you to read a book, I said in micro-Borrie called "Business Show", subtitle is that all industries are entertainment, because the entertainment industry is the most rely on experience, we in daily life, sell a bottle of water, you drink you have experience, can quench thirst, not beyond experience, anyhow have a thing, but spend 70 yuan to watch a movie , in Las Vegas to see a show, got what, nothing to buy, bought is a standard experience, all movies, all show can not succeed, lies in can give you a huge emotional impact.

There is a hotel in Las Vegas, the guest has left the shop, when he walked out of the hotel, the concierge will be stuffed with a few bottles of frozen mineral water, this hotel is free water supply, are their own cans, the cost is almost zero. But these two bottles of water give guests the feeling of meticulous care and beyond expectations, I have knot posted.

Hotels, even if people think I have a little money than everyone, I live in the hotel I am also very nervous, I do not dare to move things, to the hotel, everywhere with water, this water opened, this bottle of water is free, the bottle is consumed, consumption is also very expensive, I drank it, I went downstairs to buy a bottle of Coke to pour it into the supermarket, this is the normal experience.

But when I leave the store, I can give you water, which is called beyond experience. or two bottles of free water in the room finished, can timely fill more mineral water is also called experience, so beyond the experience, do not give users 10,000 dollars, but also you want to users and user expectations and satisfaction.

Another example of the bottom of the sea fishing, really attract a lot of people to go, because the food provided to everyone is Palace? No, the bottom of the sea to eat things like other restaurants, why do we go to the seabed fishing?

How good is the service? Just do some of the peers did not do things, to wipe your glasses, to wipe your shoes, before meals free to crack melon seeds, eat a watermelon for free after dinner, can cite many examples, you do not have a girlfriend, go time to take a waiter to go? There are many examples of marketing on the web, and if you do experience that can exceed the user, Can form Word-of-mouth.

360 made a boot small assistant, to become a popular paradigm, congratulations, your salary is more than 1% of the people in China, so this month you have to continue to work hard, congratulations, your wake-up time beat the other three students in the bedroom, and classmates get up failed, is restarting.

It is not a difficult thing to create an experience that is beyond the expectations of the user.

Third, the user experience to allow users to perceive

There is a point, the experience must be the user can perceive, we too many misunderstanding is that we have done the experience is our own words.

For example, 360 makes a small function, although some people do not like, but most users feel very good, because we are thinking, how to tell the user computer is not very good, because the user's computer is not 1 and 0, not very good, no problem, or there is a virus has a trojan, there are a lot of gray State, There are a lot of professional text to tell users, users are also very patient, look at micro-Bo only read 140 words of the case, to see the article all look at the title, users who have time to see the description of the professional?

Fortunately, we found that Chinese users, have been brought up by exam-oriented education, we are the victims of exam-oriented education, although hate examination, but we are eager to score, we all know not to pass a bad, all hope to get 100 points, absolutely can not get 99, or by other children laugh, so we gave you a physical examination scores, A lot of people look at the physical examination score is very angry, how to get 60 points, 70 points, I want to optimize, an optimization, we will automatically scan solve a lot of problems. Users cannot perceive, but you have to create perception.

Similarly, many of the actions of Apple, the ipad when the screen, not a simple uniform motion, is an accelerated variable, to the edge of the time, there will even be a rebound, why Apple will do so meticulous?

We make a product, 360 secure desktop, on the PC to try to imitate the experience of Apple's ipad, our first edition to do is to change the screen back, finished, how with the feeling of the Apple Cottage flavor is very strong, a little feeling, we found a study of Apple experts, carefully give us a lesson, We discovered that there is an accelerated function in the real Apple, there is a motion model, why does Apple have to do something? Let his experience be perceived by you.

Say two negative examples, one year a carrier to push CDMA mobile phones, find a lot of selling points, the first call green without radiation or less radiation, this selling point good? Many people must say, green is the main melody, mobile phone has radiation, dozen brain cancer, why this selling point did not succeed? is because of your classmate you to a mobile phone radiation feeling, you can feel it?

You take a CDMA mobile phone, you can know that radiation is small, in fact, you are not aware of, in the era of non-user experience, a lot of hot products are keen to find selling points, the main planning selling point, is the user, selling points how to spread it? Selling points through advertising to educate users, through a pair of a trick in the store user indoctrination, The user fooled hands, the user paid, take home.

Selling TV, still doing selling points, smart TV has nine major functions, you can do 10 things, but back home without a, have experience? The user does not use the thing, has not experienced.

Although relying on strong advertising, cheat selling point of practice, in some industries or will exist, this era will gradually past, with Internet users are no longer passive weak, can get more experience exchanges. Must let the user be able to feel the thing is called the selling point.

When you are at home planning selling points, it is true, it is the fact that it is not the user can perceive things, then the operator found a selling point, can be used to prevent eavesdropping, security, confidentiality, you guys your phone is someone else eavesdropping? People will say, I am what person, how others can eavesdrop on my telephone, even if eavesdropping, No matter, my phone does not have what anti-party content, do you think eavesdropping is the point that the user is perceived? Even if your phone is bugged, you don't know, and they can't be proved to be tapped, so the selling points are still failing.

We have also had the lesson of failure, once there are users, I estimate Chen's reverse name to ask, we need a secret disk, I put on the secret disk of those pictures need to encrypt, we did a function called 360 secret disk, and finally found tens of thousands of users, these tens of thousands of users are indeed very loyal, I guess their secret disk must have a lot of love action movies , there must be a lot of similar Li Zongrui, they do have this demand, but for the vast majority of users, this is a pseudo demand, the user ran out of the need to perceive.

Want to do the user can feel, and can strongly perceive and identify the needs.

Experience is in the details, do the user experience to pay attention to the details.

The example of Steve Jobs's biography, which is a case in point, has reached a level of metamorphosis, one day, when jobs called Google executives, who had a Google map icon in Apple iOS, magnified many times, and the third line was not the same pixel color, which he thought affected the beauty of iOS, This is a kind of insistence on detail.

This example is extremely extreme, but many user experiences are often ruined in detail and often in detail. When you compete with peers, the big functional aspects of the people will not be too much, in fact, the user perception of things, often the details, At this point you need to play the designer's sensitive mind to feel the details. Are all the roast beef from the bottom of the sea a beef from Kobe, Japan? It's not like, cracking melon seeds, polishing shoes, taking children is not the details.

For example, two negative details, if the flight of China Airlines, I do not know why they, many airlines say losses, talk about long-term strategy, no one is concerned about the distance of the seat, many companies economy class, a little bit fat in the inside is very painful, this kind of detail nobody tube, finally have to sit first class, Food and 30 bucks a lunch box is a level, an extra 30 bucks can make you eat well, there is no expectation on the plane, if you eat well, exceed your expectations, have good expectations for the airline or have a good experience, but give you food that makes you feel bad.

A lot of people came to Beijing to attend the meeting. May live in some hotels, some hotels are really expensive, but the budget hotel offers free internet, many hotels 45,100 nights, consumers in the heart is very strange, he thought you are a big customer, do not care about spending 5,000 to live in a suite, why stingy 200 dollars on a night net, But every time I live in the hotel, I found that the Internet is not free, to give 100 dollars, special love dearly, I do not know my love dearly where to come, you think this is not the truth.

Please friends to eat, 10 people a table, may eat 1000, I'm sorry a packet of food and beverage paper two dollars, will feel very bad, this is very strange, not with logic to do the explanation, is a kind of consumption psychology, is also the user's psychology.

Many companies do not pay attention to this detail, and finally lost the user. The most abominable is the time to live in a hotel, I later brought Wi-Fi, and if you look at it, and most of the time the details are out of your reach, if you can find a different power, you'll be able to create something I said earlier than expected, if in the big side of the product, others have done for many years, The basics are impeccable, and your experience is probably difficult.

I have previously said that experience is power, is actually to tell details, such as 360 to do antivirus, I think we are more than peers, but you may not necessarily believe, why? Because you are not industry experts, you can not judge which antivirus engine is better, if I speak antivirus engine technology you can not understand, But we successfully subvert the entire antivirus industry, relying on the user experience.

This user experience in the broadest sense is not only what I just said the physical examination, power-on acceleration, one key optimization, the most important experience is what? To give users more than expected experience is free, business model subversion good, but hindsight, no matter what business model for users, how you make money I don't care, I know I used to spend one hundred or two hundred to buy an antivirus, Zhou give me free, not only free, or lifelong free, forever free, then antivirus manufacturers said we cut the price of half, we become cheaper, this does not call beyond expectations, just say in the continuous improvement, only completely free to call beyond expectations.

When the 3Q war, is also an experience triggered by the murder, we do a product QQ bodyguard, not to let the experience of QQ is worse, QQ experience is better, such as advertising, will affect the advertising revenue of other companies, but the user experience is very good, so by the user's pursuit.

Recently doing a search, frankly speaking, if I say our technology is the fourth generation technology, I am really embarrassed, because this is a lie, search technology for ten years, from Google to Baidu, everyone's technology has no essential changes, and the world's best search technology companies are obviously Google, not the Chinese companies, They don't beat Google by technology, you know.

But why do I see the chance to experience change, is because today's search engine is more and more like advertising engine, advertising and search mix together, you may be divided into the clear, your parents are absolutely not clear, bidding rankings this model, who has the richest people in the front, a lot of fraudulent sites in the front.

The medical profession is definitely the hardest hit, have you guys seen the disease? Do you feel comfortable at the hospital? in Beijing Concord, Tongren forever overcrowded, never look ill, queuing stoppering to get an expert number, indicating that medical resources in China is scarce, Concord, Tongren Good hospital needs to spend 500 dollars a click, Do you need to buy users on the Internet? Spend hundreds of dollars a click, need to his hospital to see vitiligo, infertility, I can not say that this kind of hospital is false hospital, but what the goods, we know.

So this experience, has become, on the one hand search engine to help you find knowledge, find a lot of information at the same time, on the one hand also out, search you fooled, this is the user experience problem. Even if the technology is similar, who can in this detail experience determined to do not the same, do not put the medical industry ads, dare to learn from Google, advertising and search significantly separated, each page put three ads, never more put, this experience can be a change in the strength of an industry.

Every time we do this major experience change, we should be a little heartless, because your opponent may employ a large number of navy, I was the most Chinese scold, I think many Chinese navy companies scold me a year to earn tens of millions of.

Five, the user experience must focus, hurt its ten fingers, rather than the first point

Yesterday in an innovation competition inside my company, there is a group of product user Experience department to mention the program, I point to do four functions, I said there is a function to impress the user has been very not simple, this function to find a way to achieve the ultimate, not to say that a function does not feel enough, and then do five or six functions, Mobile phone does not have five icons are embarrassed to take out, users choose your products, often for a reason is particularly simple, a reason enough to choose.

We do product experience, a lot of time should be comprehensive, should be all-round systemic thinking, yes, should consider everything, all-round thinking, but think over, how to find a point in a number of functions as a breakthrough, and then a large market also need a needle point to do cut, All successful products have to find a point, by focusing, focus the limited resources on a point to form the pressure, and sometimes you feel like looking for a few points, when the user said there are five functions, there are six systems, you think you can remember, you as a boss can also ask employees to learn to remember, Everyone becomes a jingle, but for the user really remember?

Once watching smart TV ads, there are six major functions, I waved a glance, I as an ordinary consumer, certainly not recall six major functions, put a function to achieve the ultimate, you recommend your product said, in this free movie on TV casually look, use it better than Youku is simple, may still be a selling point.

TV Remote Control Extreme reflection of the user experience, the bar will not put a lot of functions to the user, the user commonly used function is to adjust the key, volume key, open the key. How to make the most of the user's common functions I said this focus, focus, and the previous said to achieve the ultimate, beyond the expectations, attention to details of a high degree of consistency, everyone is not a genius, not a generalist, if not focus on a point, all aspects, the average force at the same time to do three products, each product rolled out to do five How to verify the product focus, especially simple, look at the user post, see Users scold you, or listen to the voice of users, users with their most simple language, summed up your products can be touched by them a point.

When Baidu overtook Google, Baidu at the beginning of the time, really search technology than Google do well? No, because MP3 search, will hear a lot of migrant workers at the time of communication, will not say that I go to use a search engine, will say that there is a Web site can be free to listen to songs, can be a free song, If you can hear the voice of the user, congratulations, you have found a point worthy of focus, because this is the user's concern.

About the experience of the product, the era of the king, who can master the strength of experience, small can improve a product, can make a popular product, from the big point, can even subvert an industry, can change a pattern, product innovation, always take innovation as a research institute, hire a lot of expert doctor, To invent a new recipe like Coca-Cola, or how many patents to apply, I think is unrealistic, the so-called innovation is from the user, from the user experience details, from a lot of nuances, can make continuous improvement to the user experience.