User experience design is "user-centered design", that is, creating a user experience where "everything works the right way" , making users feel at home, as mentioned in "Don't make me think" " It makes users feel smarter and more in control, which makes them old users.” Master Garrett came up with a set of thinking methods for product design around "user-centered design": from abstraction to concreteness, he broke through five layers, including strategy layer, scope layer, structure layer, framework layer and presentation layer , and finally achieved User experience design purpose.
Two and five levels
1. Strategic layer
The formulation of the strategic layer determines the basic direction of the product. It is based on the corporate goals and is formulated according to the product goals and user needs.
(1) Product target
Product goals are what a company wants to achieve through a product , and are measured in three main ways: business goals, brand identity, and success criteria. Take Alipay's Ant Forest as an example.
Business goal: Simply put, it is to make money or save money for the company. Ant Forest belongs to the latter. It is not a profitable product, but it belongs to the strategic support level of Alipay products. Its commercial value is to increase the user activity of the entire Alipay product. .
Brand identity: Brand identity can be a conceptual system or an emotional response, a brand image that is inevitably formed in the mind of a user when interacting with a product. For example, Ant Forest helps Alipay establish a positive brand image, and through the combination of public welfare, it can improve "corporate ethics" and gain the favor of users.
Success Criteria: Refers to some quantifiable and traceable indicators that show whether the product meets our goals and user needs. For example, the daily activity and monthly activity of Ant Forest itself, as well as the increase in the user activity of Alipay products after its launch, and the improvement of Ali/Alipay brand image, etc.
(2) User needs
User needs are what users want to get from a product , and an important task formulated by the strategy layer is to determine user needs, which mainly include user segmentation and user research.
User segmentation method: build a complete user portrait through user segmentation
Demographics: including gender, age, education level, marital status, income, etc.
Consumer Mindset Profile: A psychoanalytic method used to describe a user's views and perceptions of the world, especially something related to your product.
User awareness: the user's familiarity and adaptability to Internet products, whether it is a novice user or a heavy user.
User research method: Identify user needs through user research.
Market research methods: questionnaires, user interviews, focus groups
Field Surveys: A Complete, Valid, and Comprehensive Approach to Understanding User Behavior in Everyday Life Situations
Task Analysis: Each user-product interaction occurs in the context of performing a task
User testing: Ask users to help test your product. The ultimate goal is to find a way to make the product easier to use. For details, please refer to the book "Don't make me think". Usability testing is also my usual method to verify the feasible usability of product solutions. method.
Create personas: Also known as user models or user profiles, fictional characters that represent the needs of real users.
Scattered data from user surveys and user segmentation are reconnected to give a character a face and name to create fictional characters that represent real user needs. Let's still take Ant Forest as an example:
2. Scope layer
After formulating the strategy layer, we have a clearer understanding of "what the company wants from the product" and "what the user wants from the product", and the next thing to do is to further split the confirmed needs. Refine and prioritize, consider what features and b2b data content are offered to users.
(1) Functional requirements
The functional aspects are mainly considered to meet the specific needs of users, and the needs can be roughly divided into three categories: blinding needs, fundamental needs and potential needs.
For example, as mentioned in my last article A northerner wants to install a third hand, the reason is so that he can hold the steamed bun in one hand and the other in the other. Picking vegetables, doing homework with one hand, this is the need for blindness . Because his fundamental need is to do homework while eating, and there are many better ways to achieve it, such as integrating steamed buns and vegetables into buns, so that you can hold buns in one hand and do homework in the other, instead of Weirdly installed third hand. Through this demand, we found that the potential demand is to improve the efficiency of homework, rather than occupying meal time.