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}
				
当前位置: 首页 > 售后 > 艺源智库
阿里实战案例!从一次小型用户访谈中学到的四个亲身经验
时间:2019-06-09 09:18:16
文章发布:李阳
原创作者:未知
来源:互联网

数据很差的功能,可否轻易被下线?新产品的用户研究时,demo 要做到什么程度?用户对产品的认知与我们完全不同…… 今天这篇好文,是从阿里一次正规专业的用户访谈中总结的设计经验,很多观点会颠覆你对用户访谈的固有印象,一起来看看。

“是我的需求,还是用户的需求?”——这是我问自己多的一个问题。

当真正转变为从业者后,我才发现自己渐渐远离了用户这个群体,平时做设计更多依赖的是业务、逻辑、数据,以及我自己的经验和判断。虽然在学校的时候看过很多诸如《About Face》等用户体验设计的书,了解常用的用户研究方法和手段、发过问卷也采访过潜在用户,但当真正将用户型产品原型推向用户做面对面访谈时,才发现有时设计思考真的走了弯路。

今天是我职业生涯第一次参与正规、专业的用户访谈,主题是我们正在设计的一款创新性产品。其实在用户访谈之前,我作为交互设计师与产品经理、开发同学也进行过诸多次深入地讨论。在这个过程中,我们内部首先明确了一些产品原则,并且通过数据找到了当前产品中的一些问题,并希望拓宽产品思路。开始我凭借这些原则,虽然带着迷茫,却也抱着可以一试的心情持续输出了几份褒贬不一设计稿。然而,在用户访谈之后,我的诸多想法都已被推翻。

阿里实战案例!从一次小型用户访谈中学到的四个亲身经验-艺源科技

以这次访谈为中心,简单谈谈我的收获:


只有几个人的访谈,是否能获得足够的事实并作为产品规划依据?

开始我对用研访谈并没有抱太大的期望,觉得个位数的座谈会即便得出了什么结论也没办法代表大众用户的诉求。实际上,通过用研同学一步步地深挖,我们可以从少数用户身上发掘出很多有价值的信息。

由于平时总是思考同一件事,我们非常容易陷入思维定势,难以跳出现有的圈子。我会发现,一件在我看来非常直观的事,所有被访谈的用户都表示不能理解、无法预期,让我大为吃惊。也是被访谈用户集体认可的一件事并不能作为大众的意见,但如果他们都不能理解一件事,恐怕真的要斟酌一下了。

并不为了管中窥豹,访谈中的用户是第一次接触到你的项目原型,并且他们是脱离从业者的真正产品使用者,从中我们可以得到非常多新的思路。


数据很差的功能,可否轻易被下线?

也许看到这个问题你会毫不犹豫地回答“否”,但当面临新功能上线、旧页面改版时,我们非常容易根据数据去做判断。一个功能在同类产品中数据差,点击率不高、转化率也不高、客单价还低,那我们自然会先选择将它下线。但通过这次访谈和用研同学反馈的以往案例我知道,即便数据非常差的功能贸然下线也常会引起大量的用户投诉。尤其是体量大的平台型产品,再烂的功能也有人用,所以转型、创新才会这么困难。

当然,这不是说不允许挑战用户习惯或开拓新思路,只是在做产品设计时一定要非常慎重。如果你的新功能并不一定能为用户带来明确的利益,那么可以通过一些委婉地方式来测试,而不是直截了当地干掉别的功能(分桶测试也是一个非常好的手段)。

阿里实战案例!从一次小型用户访谈中学到的四个亲身经验-艺源科技


新产品的用户研究时,demo 要做到什么程度?

答案很简单,要做到跟真正上线产品一样的详细程度。本次访谈时展示了几个demo,分别有产品经理级的真·原型稿,有稍作设计的交互稿,也有精心打造的视觉稿。尽管用研同学反复强调请大家只关注内容、框架而不要过分在意外在视觉,但我发现这几乎是一件不可能的事——人就是喜欢精美的东西。

并且要注意,设计稿里的每一个字、每一张图、每一个按钮都使用真实的数据。随意写的任何一个字都会对用户访谈产生极大的干扰,这次就遇到好几次用户盯着几个我随意为之的设计点纠缠不休。另外,拿设计稿投影在屏幕上和放在手里真正把玩又完全是两种体验,这次因为时间有限没有做可交互原型给用户体验也是我的失职和遗憾。


巨大的个体差异

用户是男是女、年芳几何、程序员还是设计师,都会对访谈结果造成巨大的影响。在很多男用户眼中,淘宝天猫就应该改成百度那样只留一个搜索框,他们常常难以忍受混排的页面,追求极简和效率;而女用户则对混乱的忍耐成都非常高,更愿意以“逛”的身份在产品中傲游,追求产品丰富度和可玩性。

有些差别也许以前我们也猜想过,比如男女、比如职业,但当真的参与用户访谈时我才深刻理解这种差距是多么的大。每个人对产品的理解都不尽相同,诉求和忍耐力也差异很大,要在其中提炼出共通的属性,真的很难。

阿里实战案例!从一次小型用户访谈中学到的四个亲身经验-艺源科技


用户对产品的认知与我们完全不同

这个点很有意思。有些我认为理所应当的、大众都需求的设计,用户却毫不在意甚至从未发现过;有些线上产品明明没有的功能,用户在访谈时却会说出来,认为自己以前使用过;连我们设计师都没有注意到的点,用户却记忆非常深刻。

可以想象,在这样一个小场景的访谈中就遇到了这种认知差异,扩展到全平台的话,用户眼中的产品真的和我们所理解的一样吗?我们拼命强调、突出的内容,又真的是用户所care的吗?真的未必。

不管怎样,这次参与访谈令我受益匪浅。除了产品设计本身的收获以外,也了解到许多访谈时要注意的问题(比如做高保真设计稿,避免误导用户)。未来的职业生涯中,一定要多多接触用户、了解用户,把“我想要”变成“用户想要”,把需求还给用户自身,杜绝拍脑袋、想当然的设计过程。
这样,才能算是一个称职的“用户体验设计师”。

小程序开发
标签: 用户体验 用户流程 用户研究 用户访谈 经验分享
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