Today, I was pissed off by 400 calls. Without warning and prior notice, the service was suspended due to insufficient balance. After receiving user feedback, he immediately contacted the customer’s customer service to recharge. However, the service will not be restored immediately after the top-up. It is said that the service is generally restored within 24 hours… It was only when my brain was kicked by a donkey that I chose this 400 phone to cooperate. Okay, let’s not talk about the sad thing. This incident made me deepen my understanding of “user-centered product design will only succeed.”
1. Products are born for user needs, so product design needs to be designed with user needs as the center.
Broadly speaking, user needs can also refer to users.
2. What work needs to be done in user-centered product design?
2.1 First of all, we should clarify the user usage scenarios for this requirement. As you can see from the example just now, the user demand scenario of 400 phones is that users need a unified external contact method, and it may also be the only way to contact users in many companies. This demand scenario requires that this service needs to be long-term and stable.
2.2 We need to clarify the use links and risk links required by users. The main user link of the 400 phone: product introduction -> activation method -> payment -> material application -> activation -> settings -> renewal, etc., the user-centered design should be in the above Each link needs to be designed and considered from the user’s perspective. For example, is the product introduction easy to understand? Is the activation method simple enough? Is there a reminder for the renewal, etc. These links constitute the various points of the overall user experience. Only when each point is good enough can the whole experience surpass most people in the industry. Let’s look at the key risk links. What is the risk link? This is the link where users are likely to feel uncomfortable or make mistakes. For 400 calls, it is probably the links that require user cooperation, such as opening method, payment, material application, renewal, etc., which may make users feel that the experience is not good. Therefore, it is necessary to carry out multiple scenarios in these key links. Thinking and risk prevention. For example, when users are about to owe fees, should they be notified in advance to avoid causing losses to users?
2.3 User experience is a collection of user experience in all aspects. We already know the user’s use links and risk links above, so to improve the user experience of the entire product, we need to work hard on these links, especially the risk links. The more comprehensive the various scenarios of the user’s use link are considered, the less likely the user will make a mistake outside your design. How to test your user experience during the design phase? The answer is to turn yourself into a fool, exchange scenes with the user, and think as the user. If you feel that this aspect is not particularly good, then there is a dumb way, that is to use this process repeatedly 50 times. A lot of obvious experience flaws can basically be found when running down like this.
3. Traditional industries do not understand the value of user experience.
Many truths that are obvious in the Internet industry may not be accepted by everyone in the traditional industry. Because traditional industries pay more attention to channels and marketing, most of the products are sold at one time, and the quality of the experience does not have much impact on profits. The most critical reason is that most people in the industry do this, so everyone will take it for granted. How to make traditional industries value the value of user experience? The easiest way is to speak with data. Compare the data before the user experience improvement and the data after the user experience improvement, and then calculate the cost of the improvement of the experience, and then you can roughly get the value of the experience. I have always believed that products with poor user experience are destined to be eliminated by latecomers, and the rest is only a matter of time.
Today’s topic is estimated that all Internet practitioners can blurt out, even the cleaning aunt is no exception. The idea of Tao is very simple. Whether it can be really understood and whether it can be applied to reality is another matter. Knowing is easy and doing is hard, and there are more pits waiting for us on the road of life and practice.