Scientific, reasonable, and user-friendly design is the embodiment of the designer’s value. So how to make the design more rational?
Design works are derived from the designer’s self-discovery, emotion and creation. In our daily work, we add fonts, colors, and space criteria to allow more rational expression of design thinking based on our perceptual expression of design aesthetics; these are the well-known basics The law is the basic ability of the design; scientific, reasonable, and user-designed are the embodiment of the designer’s value. So how to make our design more rational?
In the process of working with a product line for a long time, we will find that we are doing a lot of things every day. I wonder if we will have the following feelings:
- Feel far away from the user;
- It feels like there is no obvious help to the growth of user data.
So what is the relationship between user growth and design? How should designers jump out of perceptual thinking and carry out scientific and rational design output?
For example
Example 1: Hotmail emotional words design case
When Hotmail was cold-started, a postscript was added to the signature at the end of the email: “I love you. Get your free E-mail at Hotmail.” This change caused Hotmail’s user registration curve to take place after only a few hours. After dramatic changes, services that were previously uninterested began to grow at a rate of 3,000 new users per day.
Until it was sold to Microsoft a year and a half later, the total number of Hotmail global users reached a staggering 12 million-you know, the number of Internet users in the world at that time was only a mere 70 million.
Example 2: Facebook blog widget
Provide users with a small blog widget with basic personal Facebook information. Users can paste the code of the small widget on their own public homepage or blog to show off. As a result, this seemingly humble widget brings billions of impressions, tens of millions of clicks, and millions of registrations to Facebook every month. Moreover, with the rapid increase of the user base, more people are willing to post small pendants on their blog sites in order to gain more friends and interactions.
If the first case makes everyone feel incredible, the second case is relatively easy to understand. That is: the emotional resonance that satisfies the potential demands of users through design. Through an emotional monologue, Hotmail transformed the sending of emails from a cold tool into a communication between users’ emotions, which stood out in the prevailing environment;
Facebook uses the avatar pendant to solve the second-time network expansion of new users after entering the market. How anxious it is to find that there are no friends when entering social software? Even if your design shines again (for example, line is only popular among cute pets in China, but no one cares about the app).
Therefore, I think the criterion for judging a scientific experience design scene is: “It just happens that you have a need, and it just happens that I can meet it.”
Five-step design process
The difference is that the Hotmail case may be the result of a brain explosion, while Facebook took 6 months to diagnose the user behavior data based on the target link, combined with the in-depth analysis of the business requirements, and found that the “to be discovered” that meets the business growth goals User demands” are highly scientific. So how to establish a scientific mechanism at work to reflect the designer’s self-realization and self-worth in a deeper level of product user experience design? Take the product I serve “NetEase You Qian” as an example:
NetEase Youqian is an all-asset accounting software that supports automatic synchronization. Target positioning: White-collar workers, backbone and elite users (hereinafter referred to as “white bones users”) vision to provide a full range of asset management services for young people who are getting rich. Since its official launch in June 2015, it has become the leader in the field of automatic accounting segmentation, with an increase of 150% in 2017; NetEase Youqian has been a three-year online product with relative functions tending to be improved. Any adjustments and additions to functions will affect the existing ones. Users have a certain impact, so we combined the following five-step design process to meet the business needs raised by product students when we carried out the 3.0 requirements revision.
Step1: Clarify strategic goals and short- and medium-term business goals
Slogan is the first contact between the product and the user, as well as the first emotional transmission and resonance. The short text intuitively tells the user who I am and what can I do for you? It condenses the vision and strategic goals of a certain product over a period of time. kpi is the intuitive feedback of the short- and medium-term business goals of the current product direction (ps: refer to the AARRR model “acquisition, activation, retention, dissemination and revenue”).
NetEase has money’s current strategic goals
- slogan: Full asset accounting software that supports automatic synchronization
- Full asset bookkeeping: In addition to registering the balance of the asset account, the full asset bookkeeping also records changes and transactions in the asset account. For example, the purchase time, amount, range change, position replenishment, transaction and income status of individual stocks in the xx stock account are a full asset link.
- Automatic synchronization: After the user adds assets, such as mortgage: follow-up records, remaining loan amount and repayment date and other things are left to us to do.
business goal
- Combined with the AARRR model, the short-term business goals of the rich: acquire users, increase retention, and guide the spread
The above two goals can help us lock in the dimension of design thinking. Can the design plan better serve users when meeting product needs? This requires us to develop a scientific data strategy model to locate user problems and potential user demands.
Step2: Develop a data dimension analysis strategy model
The cases of Hotmail and Facebook are both behaviors of Growth Hacking. Growth hacking uses the concept of data-driven product growth strategy and the analysis of important indicators of users in each stage of the product life cycle can make problem positioning more focused. This is very suitable for NetEase to have money, and accurate user behavior data allows us to design strategies. Has a very important reference value. Based on business goals and growth strategies, we develop the following data analysis dimensions:
- User dynamic analysis: How many times and proportions of user behaviors of core functions have occurred.
- Behavioral funnel model: In what form does the key behavior occur, and how much remains and misses at each step.
- User activity: What is the difference in the performance of user activity in a cycle (day, month, quarter, year).
- Single-user behavior analysis: What did the user do when entering the app, and what was the process.
Step3: Data extraction and sorting problems
Adding full link burying points to the core process can help us understand the proportion of traffic between each module (user behavior data extraction), combined with the strategy model to understand the click-through rate, bounce rate, and conversion rate of each step of the process. . So that we can tell the requirements what kind of plan is reasonable when designing new functions. (Ps: After a while, you will find that the demand side will no longer say this word. Go to the left and enlarge it a bit)
Example: Add asset process full link buried point “Add asset btn—asset selection list—account login—successfully add an asset account.
Organize questions in multiple dimensions to make it more realistic and accurate to reflect user behavior. Data observation user interviews-using data extraction and interview methods-to extract 7 and 30 days of activity, observe the user’s behavior, and invite user interviews to compare the two-dimensional dimensions to get the question:
Data observation problem analysis
- SEM channel source users show a trend of manual accounting
- The number of asset cards added is limited, causing a waste of first screen space
User interview questions collation
- I’m confused after the manual billing, I don’t know where to read the bill
- The credit card has no reminder of due repayment, resulting in overdue repayment
To restore the essence of the problem, the data feedback and user interview questions are objective and casual, such as users always want a carriage that runs faster. It is necessary to analyze and define the essential issues that are implemented at the product level together with relevant personnel to meet the potential demands of users:
Data observation problem analysis
- Users need a convenient accounting tool that reasonably takes into account the needs of automatic and manual accounting
- The user’s willingness to add assets is not strong enough, and the homepage is not friendly enough to convey emotions to users, which not only causes a huge waste of space, but also conveys a cold sense of tools
The nature of user interview questions
- The product is not friendly enough to manual accounting users under the premise of focusing on automatic accounting, and the weight of manual accounting users must be increased.
- The product function is not perfect: as shown above, the reminder is not timely enough to cause the unfriendly experience of the user overdue repayment
Step4: Seek resource help
Good at seeking resources and help. The above work focusing on positioning problems is interspersed with different functions such as product, operation, BI, project management, so we actively seek support from students in various functions after clarifying our goals to promote data embedding, user interviews, data analysis, and problems For positioning and other tasks, I am very fortunate that the students in our team have given me great support.
Step5: Design plan output
This step is very critical. The designer needs to reorganize the above process, based on data feedback and user feedback, combined with business goals, and formulate a design that meets the current stage of “guidance and reminder user requirements and new and stimulating product strategies”. solution.
Based on the data feedback results in the above process, we have made the following design strategies:
1. User guidance strategy: The product function level strengthens the guidance of adding assets and bookkeeping, and uses the limited blank space to interactively tell users not only to add assets, but also to manually book accounts.
2. Event feedback strategy: manual accounting result feedback, telling users to keep the same entry and exit of accounting results on the current page, so that users can clearly perceive a successful or failed operation.
3. Event reminder strategy: The most ideal financial management product is a service similar to a bank private butler. We automatically calculate and enter the account according to the asset account added by the user and remind the employer of the inflow and outflow of each fund and the time schedule to avoid forgetting or overdue The inhumane incidents, the establishment of a personal butler’s emotional service to achieve “just that you have a need, just that I can meet”.
Provide you with a complete set of flowcharts summarized by the above methods
In different periods, designers need to have different thinking dimensions, break away from pure design thinking and assume more responsibilities with user experience product design thinking, and spread their thoughts on design to enhance product value, so that their design works can be quantified. The persuasive power of support allows people with different functions to realize the value of design. The above are some of my superficial feelings. Welcome everyone to discuss and exchange.
