User experience

Subjective feelings of users in the process of using products, systems or services

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synonym customer experience (The user's feelings established in the process of using the product) generally refers to the user experience (the user's subjective feelings in the process of using the product, system or service)

User Experience (UE/UX for short) is a purely subjective feeling established by users in the process of using products. But for a well-defined user group, the commonness of its user experience can be recognized through good design experiments. computer technology With the development of the Internet, the form of technological innovation is changing, and more and more attention has been paid to user centered and people-oriented technology. Therefore, user experience is called the essence of Innovation 2.0. In China knowledge society Of Innovation 2.0 —— Application Innovation Park In mode exploration, user experience is more important“ Three checks ”The first innovation mechanism.

ISO 9241 -The 210 standard defines user experience as "people's cognitive impression and response to the products, systems or services used or expected to be used". Generally speaking, it is "this thing is not easy to use, and it is not convenient to use". Therefore, the user experience is subjective, and it focuses on the effect of actual application.

ISO defined Supplementary notes It has the following explanation: user experience, that is, all the feelings of users before, during and after using a product or system, including emotion, belief, preference, cognitive impression, physiology and Psychological reaction , behavior and achievements. The description also lists three factors that affect the user experience: system, user and Use environment 。

Chinese name: User experience
Foreign name: User Experience

Abbreviation: UE/UX
Network perspective: Subjective enjoyment of users when browsing the website
Realistic perspective: It refers to people's subjective enjoyment of living environment

catalog

development history

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The term user experience was first widely recognized in the mid-1990s by User experience designer Donald Arthur Norman (Donald Norman).

In recent years, computer technology When moving and Graphic technology And other aspects have made human-computer interaction (HCI) technology penetration human activity In almost all areas. This has led to a huge transformation - (systematic evaluating indicator ）From simple usability The project extends to a richer user experience. This makes user experience (user's subjective feelings, motivations, values, etc.) Human computer interaction technology In the process of development, it has received considerable attention, and its attention is the same as the traditional three Availability indicators (i.e. efficiency, benefit and basic subjectivity Satisfaction ）Even more important than the traditional three availability indicators.

stay Website design It is very important to combine different stakeholder Benefits of - marketing management , brand, Visual Design And availability. Marketing and Brand promotion People must be integrated into the "interactive world", in which practicality is the most important. This requires people to consider marketing, brand promotion, and Aesthetic needs Three factors. User experience is to provide such a platform to cover the interests of all stakeholders - making the website easy to use, valuable, and able to make visitors enjoy it. This is why early user experience works are focused on website user experience.

influence factor

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There are many factors that can affect the user's actual experience of using the system. In order to facilitate discussion and analysis, these factors affecting user experience are divided into three categories: user status, system performance , and the environment (condition). For typical User group 、 Typical environment The research of the situation is helpful to design and improve the system. Such classification also helps to find out the reasons for certain experiences.

example

Lisa is on her way home by bus. She wants to know how her husband is doing when he is out on business. The bus was very crowded. She had no seat and could only stand, but she wanted to use this time to call her husband. What on earth has affected her user experience of mobile phones?

Lisa's own mentality And personality characteristics (motivation, expectation, emotion, cognition) and current objective resources (only one hand can be used to hold the phone).

The environmental situation, that is, the current situation, is:

Factors (moving vehicles, passing scenery, lights, noise - the environment Lisa feels through her senses);

social factors (Passengers on the same road, their usual behavior, the possibility of contacting their husbands - the impact of others on user experience);

time factor (Bus travel time -- Time limit);

Basic cost factors (whether the network is available, telephone and SMS fees, legal restrictions);

Task purpose factors (texting is part of a two-way conversation "task", while other ongoing activities may disrupt or interrupt this "task"; for example, notice when you should get off the bus).

This environment prompted Lisa to contact her husband by text message. It is in this way that environmental conditions affect the interaction between Lisa and mobile phones, that is, user experience.

The system needed to send and receive short messages (in this example, mobile phones and SMS service ）Here's how it works: user interface And functions (for example: SMS software And keyboard), system design And brand advantages, the husband's reply. The main value and purpose of the system comes from the dialogue itself, and all other parts of the system should support that purpose.

According to the text messages replied by her husband, Lisa's emotional range may include all feelings from joy to sadness, from excitement to despair. However, the focus of user experience is on Lisa's feelings about using her mobile phone, not her husband's feelings. In this environment, can the system let her contact her husband in the way she wants? Does the system delight her because it exceeds her expectations, or because it attracts positive reactions from others?

Measures

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There is no exact standard for user experience, and the way it takes varies with the service color of the website and the crowd. For example, for small commercial website Sometimes the viewer just needs to be able to quickly find contact information Or accurately find the product information, pictures, etc. you need, which can be achieved only by the website's distinctive level, beautiful style, and proper presentation.

optimization method

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along with Intelligent mobile phone Growing usage and Market share It is an imperative trend to build a mobile website. If you have not yet practiced the mobile website version, it is time to start thinking. If you build a mobile website, it can not only attract users but also attract users Search engine spider ?

1. Understand how mobile consumers interact with websites;

2. Restore your phone interface;

3. Maintain a consistent brand;

4. Avoid any Flash or JavaScript Documents;

5. Eliminate pop ups;

6. Include a link back to your complete website.

1、 Decrease HTTP Request number

When a user opens a web page, Daemon The time required to respond to the user is not much, and the user's waiting time is mainly spent on downloading Web Page Elements Yes, that is HTML 、 CSS 、 JavaScript , Flash, pictures, etc. The statistics show that the time for web page loading increases by 25-40 milliseconds (depending on the user's bandwidth) for each element added.

Therefore, if you want to improve the speed of web page opening, you should reduce HTTP Request There are three methods:

(1) Reduce unnecessary HTTP requests, such as replacing rounded images with CSS rounded corners, and reduce the use of images.

(2) Using css sprite Technology, all the sporadic pictures involved in a page are included in a large picture, so that when you visit the page, the loaded pictures will not be displayed one by one as before.

(3) Optimize cache. For unchanged web page elements (such as page headers, Footer ）, it is not necessary to download again when the user accesses again, and directly from Browser Cache Just read it in.

2、 Improvement of sensory experience

Sensory experience is the most direct feeling in the user experience. It presents users with audio-visual experience. The comfort of the website is very important. The first time users see the feeling of your website, they decide whether to continue browsing the website.

Improvement method: the adjustment of the website needs to focus on the Target population Analyze, and then make appropriate improvements in the design details of the website, such as website design style, color matching, page layout, page size, picture display, website font size The goal of LOGO space is that when users enter the website, they can clearly understand what your website is about and what valuable things they can get from your website. This is very important.

III Interactive experience Improvement of

Interactive experience It is an experience presented to users on operation, emphasizing ease of use/usability.

IV target information Be visible and close

When focusing on the problem of shortening the completion path, optimizing the operation steps is the first priority, because we should first simplify the user's tasks. Next, we will Internal optimization Details such as pointing device (mouse or finger, etc.) movement track and eye movement track. according to Fitts law The time to reach a target with pointing equipment is related to the following two factors:

1. The distance between the current position of the equipment and the target position. The shorter the distance, the shorter the time.

2. The larger the area of the target, the shorter the time.

Generally speaking, if we want users to pay attention to or click on an element (such as text, image, button, etc.), then this element should not be too far away from the current position of the pointing device (such as appearing on the right side of the screen), and its area should be large enough. Accompanied by Web 2.0 Heat Wave The website design also has a series of innovations, the biggest one of which is the "big for beauty". Large logos, large pictures, and large buttons not only look more beautiful impact force It is also more convenient for users to identify and click.

5、 Keep the target information updated

Grasping the psychology of visitors, we must always keep the content on the website. When updating the content on the website, don't go too far in the pursuit of quantity, but in the pursuit of quality. No amount of information can be updated. If the quality can't be guaranteed, then it means no update. And the content of the website can only give people a fresh feeling and meet the needs of users, because users like to browse the latest information.

Experience classification

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1. Sensory experience: it presents users with audio-visual experience and emphasizes comfort. It is generally presented in color, sound, image, text content, website layout, etc.

2. Interactive user experience: the interface gives users the experience of using and communicating, emphasizing interaction and interactive characteristics. Interactive experience Through the process of browsing, clicking, input, output and other processes, visitors experience.

3. Emotional user experience: give users psychological experience, emphasizing psychological recognition. Let users identify with and express their inner feelings through the site, which shows that the user experience effect is deep. Emotional experience The sublimation of is the spread of word of mouth, forming a highly emotional recognition effect.

Instant experience and global user experience

The above scenario describes the user experience of using mobile phones to communicate with relatives via SMS. According to the length of time, we can start from several aspects to study the user experience of this system. Under the above circumstances, we can study Lisa's emotional changes in the process of interaction. For example, her user experience in this context (temporarily called Situational experience ）Or her general attitude towards the phone system (that is, her long-term and overall experience). In the above example, paying attention to Lisa's temporary mood may not be the best way to understand Lisa's user experience, because Lisa's mood is mainly determined by the content (Lisa's husband's SMS content), rather than by the system (mobile phone and SMS service). However, in some content dominated systems (such as video game systems), emotional fluctuations may be the best way to evaluate user experience.

Independent user experience and global users experience

The independent user experience will affect the global user experience. For example, the touch of keys affects SMS Input process The user experience of SMS input affects the user experience of sending and receiving SMS, and ultimately affects the overall user experience of mobile phones. The global user experience is not a simple addition of independent user experiences, because there will always be some experiences (positive or negative benefits) that are more prominent than others. The global user experience will also be affected by external factors, such as brand, price, friends' opinions, media reports, etc.

Some Research on User Experience

User experience research One of the branches of the Center focuses on the research of user emotion, that is, the instantaneous user experience in the interaction process. Another branch focuses on analyzing and understanding user experience and Product value The long-term relationship between them. It is worth noting that in some industries, if a company's products have excellent user experience, it will be regarded as ensuring good brand loyalty And improve customer base Growth rate Effective means. All user experiences (instantaneous experience, situational experience, and long-term experience) divided by time length are very important, but the methods of designing and evaluating these experiences may differ greatly.

Application innovation

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Application innovation is user centered, exposed to the change of user application environment, mining demand through interaction between R&D personnel and users, and proposing through user participation in creativity Technology R&D And the whole process of verification to discover the reality of users potential demand , through various innovative technologies and products technological innovation 。 Application innovation requires smooth and efficient innovation Service system For technology and product R&D user demand To promote application innovation and further provide technical progress Power. At the same time, the technology R&D party carries out Technology integration innovation , cultivate products Design capability , R&D capability, gradually develop to the upstream of the industry, promote the upgrading of the industry, and improve the scientific and technological level of the entire industry.

Application Innovation Park

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Application Innovation Park （Application Innovation Park, AIP ）Yes knowledge society Typical user centered and demand oriented Innovation 2.0 The core idea of the model is to build an application innovation platform that is user centered, demand oriented, technology driven, and fully interacts with demand and technology, and implement the application of "end-user participation in product, technology R&D, and design process" Innovative concept , promoting“ Three checks ”(User experience, R&D unit test, third-party inspection) Technology application R&D and pilot demonstration activities, user experience is the core of the innovation 2.0 model - AIP in the knowledge society environment.

Experience development

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objective

User experience runs through all design and innovation processes, such as user participation Architectural design And working environment environment Design and improvement of, user participation in IT product design And improvement. IT Application design The user experience mainly comes from users and interface The interaction process of. In the early software design process, the human-computer interface was regarded as just a "package" wrapped outside the function core without sufficient attention. The result is that the development of human-computer interface is independent of the development of functional core, and often starts at the end of the whole development process.

This way greatly limits the human-computer interaction The design of Risk 。 Because it costs a lot to modify the design of the function core in the final stage Human computer interaction interface Is the only way out. This kind of speculative and gambling development is almost difficult to obtain a satisfactory user experience. as for customer service In a broad sense, it is also part of the user experience, because it is inseparable from the design of the product itself. Customer service is more about quality of personnel It is difficult to change the products that have been completed and put into the market. But a good design can reduce users' needs for customer service, thus reducing the company's investment in customer service, and also reducing the cost of Service quality initiation User churn Probability.

The current popular design process focuses on user centricity. The concept of user experience enters the whole process from the earliest stage of development and runs through it. Its purpose is to ensure that:

(1) Have a correct estimate of user experience

(2) Understand users' real expectations and goals

(3) Revise the design when the function core can be modified at low cost

(4) Ensure the coordination between the function core and the human-computer interface to reduce BUGs.

Specific implementation

In terms of specific implementation, it includes the early focus group（ Focus group ）， contextual interview， And several usability studies in the development process（ usability Research), and later users test (User test). In the development process of design, test and modification, usability experiments provide quantifiable indicators for when to leave the cycle.

design goal

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Useful

The most important thing is to Product is useful The usefulness refers to the needs of users. Newton, the first PDA mobile phone that came out in the 1990s, is a very failed case. In that era, many people did not have the demand for PDA, and put more than 90% of the investment in his 1% market share Therefore, failure is inevitable.

Ease of use

The second is Ease of use This is critical. Products that are not easy to use are also useless. There are more than 150 brands of mobile phones in the market, and each mobile phone has one or two hundred functions. When a user buys this mobile phone, he does not know how to use it. He may really use five or six functions for more than 100 functions. When he doesn't understand what the product does for him, he may not spend money to buy the phone. Users should know how to use the product at a glance, rather than reading the instructions. This is also a direction of design.

friendly

The next direction of design is friendly 。 At the earliest, join Baidu Alliance ， Baidu After approval, send an email: Baidu has approved you to join Baidu's alliance. Approval, this tone is very, very uncomfortable. So say: Congratulations on becoming a member of Baidu Alliance. This feeling on the text is also a detail of the user experience.

Visual Design

Visual Design In fact, the purpose of is to convey a message and make the product attractive. It is this attraction that makes users think this product is cute. A product actually has such a concept that it can make users visually attracted and fall in love with the product. Vision can create User viscosity 。

brand

If the first four things are well done, they will rise to brand 。 Do it at this time Marketing , can do good things. The first four foundations are not well done. The more promotions, the worse the users use them. They will leave immediately and never come again. He will also tell another person that this thing is difficult to use.

User experience design A common mistake is to directly develop and go online. Many people say that as a laboratory, I can know the results as soon as I go online. This is also a correct idea. But if there are too many mistakes before going online, it will greatly affect the outcome of the situation. At the beginning, we can make some accurate judgments and make some choices. Only in the laboratory of the Internet can we do better.

User requirements are fundamental, but they are not necessarily functions.

Baidu launched the space six months ago, which is more functional than others Similar products Nothing special Big changes Is the three most basic functions: upload articles, upload pictures, and make friends. All blogs have these three functions, and they have more functions. But at that time, most blogs, whether CSPs or portals, could not solve one problem: speed. The performance is very unstable. When an article is uploaded, it may not be able to log in, and the uploaded content may be lost. In fact, the most basic needs of users are speed and stability. Although Baidu is only a blogger, it has a large platform, many servers, and a large amount of traffic. It can do a good job of these two user experiences in terms of stability and speed, and then do some functions. Products that are difficult to use are doomed to fail, which is very critical.

Baidu's search can be summarized in five words: fast, quasi new and stable. Each word can be broken down into many small items, and PK with all search engines. Each word represents a user experience. A blog One push There are hundreds of links and dozens of functions out there. Many websites say that I can do this, which is what they do abroad. For example, MYSPACE is very successful, so I copied it. However, many Chinese users are different from American users. 70% of Chinese people are under 30 years old, and they focus on entertainment rather than information search. In the United States, 70% are over 30 years old, very mature and rational. Many functions will not be used by Chinese people if they get them to China. This is that the more features you add, the more complex your product will be.

How to complete the task of usability

Baidu has a team dedicated to ease of use, and invites various users to do various research every day.

In particular, do not ignore the power of words. For the current year's EBAY, the first step, the second step and the third step are to register an EBAY account. The third step is the original saying: "You just need to confirm your email and you will succeed.". Such a sentence is very long. But the user doesn't read it word by word. He scans it. If he scans it, his intention may be successful. He left after he remembered the word "success" and would not confirm this email again. EBAY was later changed into five characters, called "Almost Successful". Five big characters, very big. The user saw that I didn't succeed. What should I do? Write an email below. So a few words have increased EBAY's registration rate by 10% to 20%, which is equivalent to bringing him a final value of one million yuan every day.

How to make users love your product

It can be improved through vision to provide a feeling. That's why Baidu and Google The reason for the holiday logo is that it is too common to search for this product. When making LOGO during festivals, users will have a feeling and emotion, and the viscosity will be better. We can improve such things visually.

Benefits

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quite a lot Enterprise website Become an exhibit. Website production It will not bring any benefits to the enterprise after completion, which will be a huge waste. How to make the enterprise website bring benefits, we have constantly summarized the following ten points in our daily operation of the enterprise website:

Experience elements

In an era that focuses on personalized experience, providing consumers with unique experiences related to products and enterprises will sales promotion The website can also be used as a Customer experience As an important part of, let the enterprise website become a place for visitors to experience, skillfully combine online and offline contact, and let visitors participate. For example, many computer manufacturing enterprises have created 3D websites product model , the viewer can click to view any position of the product, or even open the screen or CD-ROM drive of the virtual computer. When the experiencer has any questions, Online and offline Multiple communication channels can make the viewer contact with the customer service personnel within 5 seconds. If the purchase is confirmed, the goods will soon be delivered to your home. At this time, you can check your computer and user information on the website and participate in various activities of users or members. IKEA The website of Home Furnishing has also launched the experience function of free matching and combination between rooms and furniture. Visitors can "drag" their favorite furniture into a virtual room for free placement, so that they can see the effect after purchase before purchase, which greatly promotes their products. Online and offline interaction and innovation like this will allow visitors to fully experience the authenticity and practicality of the website, and will naturally take this website as the most convenient way to purchase related goods in the future.

Convenient button

Set some convenient function buttons that can be operated with one click of the viewer, such as collecting this site, setting it as the home page, recommending it to friends, etc. These "simple efforts" can effectively increase the chances of your website being browsed and recommended again.

Visual unity

The visual aspect of the website should be consistent with the VI of the enterprise Visual recognition system Unification. If an enterprise does not have a VI visual identification system, it should also have a visual connection with the enterprise or goods, which can enhance the visual consistency of the browser's understanding of the enterprise and products and deepen the impression.

Avoid being too big

The websites of many enterprises are very large and full of functions. They think that this is the way to attract people. In fact, it will not only cost a lot of money to Website construction In addition, too many functions will dazzle and bewilder the visitors. Please check your company's website. Are there many functions that no one has ever used? There must be. Therefore, the website is not big, not complete, just the most practical function. Try to make the page clean and simple, clear at a glance, and make sure that the Website navigation , which increases the possibility of target visitors using various functions of the website. Otherwise, messy and cumbersome settings will make visitors have a negative browsing experience, and they will soon lose patience and leave.

Create atmosphere

Online purchase of goods is not popular in China. Viewers often want to buy, but they have many concerns. At this time, they should take advantage of human nature group psychology To create a buying atmosphere to dispel consumers' concerns, such as order The product page displays a large number of others purchaser This will increase the purchase confidence of the visitors, and even the visitors who have no intention of buying will participate when they see everyone's actions. Just like the whole point discount promotion in supermarkets, when others rush to buy goods, you will instinctively have a desire to buy and join them, even though you have no purchase plan at all. You can also use some authoritative recommendations and testimonials to dispel consumers' concerns, such as expert recommendation, recommendation and certification by relevant institutions.

Domain name selection

After the website is made, it will be uploaded to the network. At this time, it is critical to select a domain name that is easy to remember and related to the enterprise or product. but Network domain name As resources are increasingly scarce, it is not necessary to select a domain name that is easy to remember and conforms to its own characteristics emphasis First of all, the domain name of the website should be easy to remember, but do not fall into the misunderstanding that the domain name that is easy to remember must be simple, consisting of as few characters as possible or using repeated symbols that are easy to remember. In fact, websites used in China sometimes use Chinese names Pinyin alphabet It is also suitable and easier to remember, Register domain name It's better to register .com You can't register. cn domain names cheaply, because the latter will be less effective in mainstream search engines.

Design key

Appropriate keywords will attract visitors using search engines to your site, but for enterprise websites, the keyword setting method should not be the same as that based on the website Business entity The stations are the same. Enterprise website keyword Principles of use It is necessary to focus on the core of the attention of the visitors, that is, the most concerned problems of the visitors. For the corresponding keywords, the website must have corresponding solutions or valuable information for the visitors. Only in this way can the attracted visitors become valuable Target consumers 。 It doesn't make much sense for enterprise websites to attract a large number of visitors simply by keywords.

Cultivate visitors

Click rate It is called the network value measuring device, which is very important. But this is not the case for enterprise websites. Although it is important to have high traffic, it can generate commercial value Is more important to attract more targets Customer group , and then develop Registered user Of course, registered users can enjoy some privileges that they care about. This is a loyal viewer of the network, which will eventually be converted into consumption. Because there are very few cases of instant consumption when occasionally browsing a website, there is a process of understanding and trust for the viewer.

Get something

A successful website must have this function. Although the visitors may not buy your products immediately, they will also increase their goodwill towards enterprises and products and the possibility of revisiting them if they get something from your website. For example, there are all kinds of news, common sense and reminders that target customers pay attention to（ Target consumers ）They are interested and often patronize, and will consume sooner or later.

Highly interactive

The website must be highly interactive, not just an online version Leaflets , so that visitors can carry out various interactive behaviors through the website, including Direct contact enterprise Customer Service Center ； Online message or consultation; Order goods online; Make comments, etc. In short, let the website (enterprise) interact with the visitors, and connect the visitors and enterprises through the website. The more places you can interact with, the greater the value of this website. Because only communication with the viewer can help the viewer solve practical problems, such as answering his questions or directly Buy products , for viewers Your website It is life and valuable.

For example, your website can order food or flowers online. If visitors use the service and get Successful experience , will often patronize your website and consume in the future. If your website only introduces your enterprise (restaurant) or products (flowers), it will be much less attractive to visitors. It will be a pity for visitors and a loss for enterprises not to know more or buy products through the website. Therefore, the website must be interactive, and the various interactive behaviors of visitors should be simple and smooth. There are many things you can interact with. In addition to the two main functions of ordering goods and consulting, you can also do it through the website Customer survey etc. marketing management Activities. Don't be limited by the existing forms. Exploring a new network model based on its own characteristics is more likely to bring unexpected results to enterprises.

The above are only the ten core points of the enterprise website that can really play a role, but not all. More publicity and promotion to make the enterprise website play a role also need more combination of actual conditions to maximize the real role of the enterprise website.

Related nouns

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User experience

It is called User Experience in English, abbreviated as UE, or UX.

It refers to the entire experience of users when visiting a website or using a product. Their impression and feeling, whether they are successful, whether they enjoy it, and whether they want to use it again. The extent of problems, doubts and bugs they can tolerate

User centered design

User Centered Design is abbreviated as UCD

Information architecture

It is called information architecture in English and abbreviated as IA.

It is a process of sorting out information and mediating between information systems and user needs, mainly to turn information into a composite structure that has been organized, classified, and has a browsing system.

Such structural design will enable users to access information more directly, and make users' tasks easier to complete. It can also be said to be an art and science in structure and classification, which can help us find and manage information.

Interaction design

English is called Interaction Design

Interaction design refers to a mechanism for designers to interact with products or services. Human computer interaction design based on user experience is to consider the user's background, use experience and feelings in the operation process, so that the design meets end user Our products make the end user happy when using the products, conform to their own logic, complete effectively and use the products efficiently.

The purpose of interaction design is to make the product easy for users to use. whatever Product Functions The implementation of is completed through the interaction between human and machine. Therefore, Human factor It should be reflected as the core of design.

HCI

Human computer interaction

user interface

-User interface UI

Graphical interface

-Graphics User Interface (GUI)

In the process of interaction between people and machines, there is a level, that is, what we call the interface.

From the psychological point of view, the interface can be divided into two levels: perception (vision, touch, hearing, etc.) and emotion.

effective Interface design It is often a process of foresight, design goal It is formulated by developers according to their understanding of user needs. The excellent interface is simple and users are happy to use it, which means that the design needs to adapt to the limitations of hardware.

usability

- Usability

Important for interactive IT products/systems quality index

It refers to the degree to which the product is effective, easy to learn, efficient, easy to remember, error free and satisfactory to users, that is, whether users can use the product to complete their tasks, how efficient it is, and what their subjective feelings are, in fact, from the perspective of users product quality , is a product

Usability Engineer Availability Engineer

Handset User Interface Handset User Interface (HUI)

human computer interaction Human Computer Interaction (HCI)

Man Machine Interface man-machine interface (MMI)

Future User experience design

In the near future, the user experience will become more and more transparent: we can still see them, but they may become more and more difficult to perceive. As computers become smaller, more mobile, and more autonomous, the new user experience will become more and more like using E-ZPass Collect the toll lane (E-ZPass) to buy drive in fast food. To gain value from the experience - complete the transaction, submit the right information to the right channel, end user Almost no work needs to be done.

After the near future is the far future. At that time, it began to become really interesting and scary, when electronic and digital system Connect with Biological combination Get up.

ROI model of user experience

ROI is a method to calculate the return and judge when the investment will be recovered. For it projects, the inputs that determine ROI include project cost , Estimated Economic benefits And the time when the benefits are realized. Benefits may take the form of cost reduction, revenue increase, or both. It may take years or months to realize the benefits.

To calculate the user experience ROI model Approximate value First, we need to quantify the benefits to dollar Value, and then converted to today's dollars. Finally, use numerical calculation For each specific benefit net present value （npv）：

·The dollar value of the proceeds;

·The length of time required for revenue realization;

·Relevant interest rate of specific business in the same period (e.g capital cost / Net asset value Ratio)

The interest rate adopted should reflect that the project cost is not Fund investment To other business areas opportunity cost 。 Calculated NPV Then, subtract the project cost from the future income, and then use this value to subtract the project cost to get a percentage It may be positive or negative. This percentage can be used to quantify the benefits of user experience projects.

This method can also be used to calculate the return of adding website functions - such as personalization or comparison of multiple development channels.

Marketing personnel Need to know customer experience 9 aspects of strategy

1. Capture customer expectations in the user experience

2. Availability vs Profitability Combination: a measure of success and ease of use

3. Good skeleton is more important than good skin: ability and Scalability framework

4. Ensure smooth first use

5. Ease of use throughout the experience

6. Execution: outsourcing or not

7. When problems occur: repair the damaged user experience

8、 Channel integration : Coordination of various channels and environments Brand experience

9. New generation user experience: invisible Universality And transaction intelligence

Five levels

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Strategic layer

Site goals and user demand

Successful user experience is based on a clearly expressed "strategy". Knowing the expectations and goals of both enterprises and users for the website will help to establish strategies in all aspects of user experience. However, answering these seemingly simple questions is not as easy as saying.

Scope layer

Functional specifications and content description

With a clear understanding of "what we want" and "what our users want", we can figure out how to meet all these strategic goals. When you turn user needs and website goals into what content and functions the website should provide users, strategy becomes scope.

Structural layer

Interaction design And information architecture

After collecting user requirements and prioritizing them, we have a clear picture of what features will be included in the final exhibit. However, these requirements do not explain how to integrate these scattered fragments into a whole. This is the upper layer of the scope layer: create a conceptual structure 。

Frame layer

Interface design , navigation design and Information Design

In the conceptual Structural layer A large number of demands began to form in the strategic target Needs. In the framework layer, we need to further refine these structures and determine a very detailed interface appearance, navigation and information design, which can make the beauty structure more realistic.

Presentation layer

Visual Design

At the top of this five layer model, we turn our attention to those aspects that website users will pay attention to first: visual design. Here, content, function and aesthetics come together to produce a final design, which will meet all the goals of the other four levels.

Quantitative method

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New era Information construction Division (including Website design Teachers, architects, etc.) should especially master the design method of user experience of the website, so as to provide users with a positive and rich experience and improve the benefits of the website. In terms of user experience, information architect Peter Morville has been engaged in information construction and user experience design for a long time deep understanding He summarized the design of User Experience and designed a honeycomb diagram depicting the elements of User Experience, as shown in Figure 1.

Figure 1

This honeycomb diagram describes the elements of user experience well, and information architects should refer to this when designing websites or other information systems. This cellular diagram also shows that a good user experience is not just usability , but there are other important things about usability. For example:

Usefulness（ useful ）: It represents the designed Website products It should be useful, and should not be limited to the rules of the superior to design something that is useless to users;

Findability（ findable ）: The website should provide good navigation and positioning elements, so that users can quickly find the information they need, and know where they are, so as not to get lost;

Availability （ accessible ）: It requires that the website information should be available to all users. This is specifically for the disabled, such as the blind. The website should also support this function.

Desirable: Site Elements It should meet various emotional experiences of users, which is derived from emotional design;

Reliability（ credible ）: It means that if the elements of the website can be trusted by users, they should try to design and provide components that users can fully trust;

Value（ valuable ）: It means that the website should be profitable, and for non-profit websites, it should also be able to promote the achievement of the expected goals.

How can the user experience of the website be improved

Search engine algorithm The purpose of continuous updating and improvement is to give users a better user experience. In short, it is to let users find what they are looking for, so that the website can retain users and improve the website's User experience 。 In fact, website user experience has always been a very broad concept. To sum up, user experience should be done from the following aspects: Website performance Visual design, navigation classification On site search 、 Website content , interactive design, login (payment) method.

First, website performance: whether the website page opens fast or not, and whether the website opens fast or slow will directly affect the user's experience. A website that opens slowly will certainly not be liked by users. Also, the website should not have too many pictures. Too many pictures will directly affect the website opening speed. The website performance not only affects the user's browsing experience, but also directly affects the SEO effect.

Second, visual design Color matching Compliance Website positioning , whether the style design conforms to Target user Preference, which is the key to decide whether users stop. It is mainly in line with the public's preferences. Only in this way can we attract users, increase user experience and bring good weight to the website.

Third, general websites have at least three levels, the home page- Column page -The ultimate page, Click in For a web page, let the user know how to return to the previous page, or pop up the final page in the form of a new window, and then close it to return to the previous page. And to Guide users How to find the content or product he wants.

Fourth, the navigation category is placed on the website for users with no clear purpose Search function To make it easy for users to find the content they want. Large websites will have their own search engines and algorithms. Research how to set algorithms to search for the content users want. This is very helpful for user experience, especially for users who want to generate transactions on your website.

Fifth, website content is the blood of the website, and the so-called content is king, which is an eternal truth. No matter how the algorithm changes, search engines like original articles, because this is what users need. How many times an article has been copied, it is meaningless for users to read it. Therefore, only original articles can help users. Therefore, search engines like original articles more, and they will trust this website more.

Sixth, interaction design Interaction design includes three aspects: interface design, navigation design and information design. You can leave your contact information, or make a floating window for users to contact you actively. If the user wants to make a transaction but cannot contact you, he will lose again.

Quality Assurance

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With the vigorous development of the Internet, it has experienced the elimination of the fittest and the inferior in the market, but it often encounters the bottleneck of development.

Everyone began to focus on user experience, discuss user experience, and try to combine "user experience" with actual work. It is very good to integrate "users" into our team.

But I want to say that this is not enough. As the title , user experience needs comprehensive Quality Assurance 。 Remember, quality is not just a need, it is a must. market economy It is realistic, it is not abstract... The survival of the fittest is performed every day, please do not ignore that your website is also a member of the Internet for survival.

Total Quality Management （total quality management， TQM ）People centered management system , aiming to continuously improve the level of service for users and continuously reduce actual cost 。 At first glance, this goal is impossible. They can achieve this goal in three forms.

The first is to analyze the actual needs of users and design goods and services that meet these needs.

Second, learn how to provide this product at the lowest possible cost in the shortest possible time.

The third is to continuously improve the process through improvement.

When we implement TQM, the basic principle is to complete it perfectly at the first time. It is very important for both large and small companies. To develop a perfect website is to save the cost of rework. This strategy mainly depends on managers' understanding of the nature of TQM and their willingness to accept these ideas.

Therefore, it is impossible to rely on individual behavior alone. It requires the participation of all staff, including your leadership.

Characteristics of Total Quality Management

1. User driven quality

For a user centered website, user feedback lets us know what they need. For this information, the team should try to give users more than they want, so as to cause“ User preferences ”。

two Leadership

Corporate management layer You must understand all relevant contents of TQM. Understand the meaning, objectives, three realization forms and basic principles I mentioned above. The leadership must recognize the importance of user experience quality management, and both prepare to realize these ideas and encourage your employees to implement them.

three Continuous improvement

No matter where you are company website How good you are, you still need to make continuous efforts to do better. If the website is perfect and cannot be improved, the company should try to do it faster. Total quality management of user experience is endless. Every step, process, product and service should be constantly tested to find a better method than before.

four Full participation

The company must establish a recognition and Reward system To encourage all employees to participate in the process of TQM. For example, use Internal training To teach improvement Quality of work To solve problems related to work, we can also use bonuses to reward outstanding people. I see that the recent user experience engineer position already has such additional conditions.

5. Rapid response

The company must make continuous efforts to reduce the time required to provide products and services. This means to streamline the process (small companies must learn from large companies), reduce unnecessary tasks and Looking for customers Get the product when needed or earlier.

six Active discovery

We must pay close attention to finding ways to avoid errors and problems, rather than finding and correcting them after they occur. Management should find problems actively rather than passively.

7. Long term outlook

In addition to constantly exploring the goods and services users need, companies implementing total quality management of user experience should try to find products that may be needed in the future and start planning to achieve this goal. In this way, the company anticipates the needs of customers and Long term plan Strive to stay ahead of these needs.

8. Fact management

TQM should be implemented through data collection , analysis and comparison to record their results. In this way, quantitative data are used to compare changes. And can know exactly how much has been improved and how much still needs to be improved. Fact management helps companies prove the progress of their websites, rather than relying on hunches, public opinions and intuition about their progress.

9. Establish cooperative relationship

Introduce partnerships and help with other external organizations Improve product And services, such as establishing partnerships with users and manufacturers, so that they can see their own role and understand what they can do to help the website.

10. Public Obligations

The implementation of TQM should assume the responsibility of providing customers with safe and defect free products and services. Work to develop fewer BUGs and bad experiences. We can't say that you can log in today. Your password will be lost tomorrow. The day after tomorrow Web server Downtime It is irresponsible.

TQM Tools and Tips

The purpose of TQM tool is to measure, evaluate and correct.

Data collection tables are used to collect information. In this way, problems can be found and corrected. These tables help facilitate recording, tabulation and analysis.

Pareto diagram Is a vertical Bar Chart , which helps to find out which problems are solved in what order.

Cause and effect diagram It is often used as the next step of Pareto diagram analysis. Pareto diagrams identify problems, while causality diagrams help explain the causes of problems and point out ways to solve or improve them.

Adverse factors

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1. Chaotic page layout

Take blogs as an example. Many people do not design or make a set of templates by themselves when they build a blog, perhaps because they do not, perhaps because they do not want to, but it is understandable that many people use themes designed and produced by others, but many themes are often problematic. For example, the theme was released in 2008, but in 2011, Maybe the version is a lot more advanced, so it is normal that the theme will be incompatible. Therefore, although the template is beautiful, it is better not to use it if the page layout of the website is confused. It is necessary to find a theme that is updated frequently or can follow the development of the program.

2. Too many pop-up ads

There is nothing wrong with advertising on the website, so many people want to make money on the website, but the flashing ads keep slowing down the opening speed of the website, and I believe many people do not like it too much; What's more, they found a website with Pop up ads , open a page and pop up the window once, which is very annoying. It is estimated that this station will never be opened again.

3. Poor readability of articles

The readability of the article mentioned here does not mean that the article is not original. It is not only the quality of the article, but also other aspects of the article, such as the composition of the article. To give a simple example, your article has five paragraphs, but if you don't even divide the paragraphs, then will it have a great impact on the reading of customers? For example, if there is a space or a symbol in your article, it will confuse the user's vision. It must be very bad!

Redefinition of user experience

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1. Narrow user experience

When user experience is proposed, it is limited to Internet products In fact, the Internet products we see and use are just one of the environmental scenarios in which commodities exist.

The narrow sense of user experience refers more to our subjective experience when using Internet products in the process of obtaining certain goods or information, which is only a small part of the user experience, but also a product in the user experience Experience design Link.

2. Broad user experience

User experience is the words used from the user's point of view. When the user obtains some goods or information, it is obtained through the intermediate scene carrier. This intermediate scene carrier can be an offline store or an online app (PC). The subjective experience in the whole process, the most important of which is the feeling of the product to the user, not the feeling of getting the product.

Therefore, user experience includes service experience and product experience. User experience includes Service design and product design The product design here includes commodity design and scene carrier design.