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重要的場(chǎng)景怎么做?來(lái)看華為總監(jiān)的用戶行為分析三要素
時(shí)間:2019-04-29 10:07:20
文章發(fā)布:李陽(yáng)
原創(chuàng)作者:未知
來(lái)源:互聯(lián)網(wǎng)

最重要的場(chǎng)景怎么做?來(lái)看華為總監(jiān)的用戶行為分析三要素-藝源科技

編者按:做用戶場(chǎng)景時(shí),如果同理心不夠強(qiáng),有沒(méi)有科學(xué)有效的方法可以幫你思考用戶場(chǎng)景呢?今天結(jié)合書本,列出了三個(gè)關(guān)鍵的行為分析要素,附大量生活實(shí)例,幫你輕松理解這三個(gè)要點(diǎn)。

今天寫了一篇文章,希望能從一個(gè)維度幫助回答這個(gè)問(wèn)題。:)


用戶行為分析三要素

有一個(gè)好的現(xiàn)象,近幾年用戶體驗(yàn)設(shè)計(jì)蓬勃發(fā)展,越來(lái)越多的產(chǎn)品設(shè)計(jì)開(kāi)發(fā)同仁認(rèn)識(shí)到一個(gè)產(chǎn)品的設(shè)計(jì)開(kāi)發(fā)需求,不應(yīng)該是由繁雜的功能特性堆積起來(lái)的,而是應(yīng)該由核心價(jià)值用戶場(chǎng)景作為思考基礎(chǔ),有效串聯(lián)產(chǎn)品提供的功能特性而形成的。這是好事,我們做產(chǎn)品需求分析時(shí),看到的不再僅僅是一張成百上千項(xiàng)功能的Spreadsheet,同時(shí)還有鮮明的Persona和真實(shí)的Scenario,讓產(chǎn)品設(shè)計(jì)更有效更有針對(duì)性。

深挖一下,在核心價(jià)值用戶場(chǎng)景的思考維度上,還有很多點(diǎn)可以去拓展。各種點(diǎn)的思考活躍豐盛使得很多優(yōu)秀的設(shè)計(jì)師和產(chǎn)品經(jīng)理形成了自己獨(dú)特但有一定共性的產(chǎn)品設(shè)計(jì)理念,這也是產(chǎn)品設(shè)計(jì)進(jìn)階的必要過(guò)程。

讀到BJ Fogg的一篇論文,A Behavior Model for Persuasive Design,覺(jué)得論文里提到的用戶行為分析三要素很基礎(chǔ)很有趣,可以作為核心價(jià)值用戶場(chǎng)景分析的一個(gè)思路方式輸入,所以今天記錄下來(lái),并做一些自己粗淺的思考總結(jié)。:)

This paper presents a new model for understanding human behavior. In this model, behavior is a product of three factors: motivation, ability, and triggers… for a person to perform a target behavior, he or she must (1) be sufficiently motivated, (2) have the ability to perform the behavior, and (3) be triggered to perform the behavior. These three factors must occur at the same moment, else the behavior will not happen.

以上是論文的摘要,作者描述他建立了一種理解用戶行為的新模型,在這個(gè)模型中,用戶行為是由動(dòng)機(jī)、能力、觸發(fā)點(diǎn)三者結(jié)合的產(chǎn)物。用戶要去完成一個(gè)目標(biāo)任務(wù),就必須同時(shí)具有:足夠的動(dòng)機(jī),進(jìn)行任務(wù)操作的能力,觸發(fā)點(diǎn)。

作者在一張簡(jiǎn)單的示意圖里表達(dá)了這個(gè)模型,縱軸是動(dòng)機(jī),橫軸是能力,在動(dòng)機(jī)和能力足夠高的時(shí)候(圖右上角),同時(shí)有觸發(fā)點(diǎn),用戶就會(huì)去操作任務(wù)。

最重要的場(chǎng)景怎么做?來(lái)看華為總監(jiān)的用戶行為分析三要素-藝源科技

模型的三個(gè)因素,簡(jiǎn)單講述一下。


1,動(dòng)機(jī)

用戶做一件事情的動(dòng)機(jī)是什么?有沒(méi)有這個(gè)意愿?這個(gè)因素非常好理解。

例如春運(yùn)搶火車票,在外地工作春節(jié)想回老家同時(shí)火車能連接兩地的用戶場(chǎng)景,用戶就對(duì)搶火車票有強(qiáng)烈的意愿,動(dòng)機(jī)產(chǎn)生。如果在這個(gè)場(chǎng)景中用戶在老家工作、過(guò)節(jié)不回老家、回老家只能乘飛機(jī),任何條件的改變都可能讓用戶失去搶火車票的動(dòng)機(jī),用戶就不會(huì)進(jìn)行搶火車票這個(gè)操作了。

作者提出了一些動(dòng)機(jī)的思考維度:

  • ○ Motivator #1: Pleasure / Pain

  • ○ Motivator #2: Hope / Fear

  • ○ Motivator #3: Social Acceptance/ Rejection

這些維度也很容易理解:

  • ○ 動(dòng)機(jī)1,快樂(lè)/痛苦:近期的一個(gè)感受是Chrome對(duì)比IE,前幾天公司Chrome不好用了,用IE真痛苦。

  • ○ 動(dòng)機(jī)2,希望/恐懼:以知乎為例,希望是知乎回答問(wèn)題是希望更多人看到自己的想法,自己同時(shí)得到反饋吸收新知識(shí);恐懼是擔(dān)心看了一本好書忘記精彩內(nèi)容,所以在知乎專欄寫下來(lái)備份,記得。

  • ○ 動(dòng)機(jī)3,社會(huì)認(rèn)同/排斥:例如大部分人愿意在朋友圈分享鍛煉跑步的消息,但是不會(huì)分享類似酗酒的事情。

動(dòng)機(jī)是行為產(chǎn)生的基礎(chǔ),是我們做產(chǎn)品設(shè)計(jì)分析用戶行為需要思考的第一點(diǎn)。


2,能力

能力也很好理解。用戶有沒(méi)有完成這個(gè)任務(wù)的能力,是判斷用戶是否會(huì)去進(jìn)行這個(gè)任務(wù)操作的重要因素。

還是講搶火車票這個(gè)例子,動(dòng)機(jī)足夠的用戶,搶火車票的能力有不同。掌握基本網(wǎng)絡(luò)操作技能的用戶才能在12306網(wǎng)站上嘗試網(wǎng)絡(luò)購(gòu)票,有足夠耐心的用戶才能通過(guò)電話購(gòu)票,有關(guān)系的用戶可以直接問(wèn)親戚朋友拿票,眼神好脾氣好的用戶才能去面對(duì)12306上的驗(yàn)證圖。。。

用戶是否有完成這個(gè)任務(wù)的能力,是我們分析用戶行為的第二點(diǎn)。


3,觸發(fā)點(diǎn)

觸發(fā)點(diǎn)說(shuō)簡(jiǎn)單一點(diǎn),就是讓用戶想起來(lái)有這么回事的提醒機(jī)制。例如早上起床鬧鐘,就是一個(gè)觸發(fā)點(diǎn);微信提示也是一個(gè)觸發(fā)點(diǎn)。這個(gè)世界,觸發(fā)點(diǎn)太多,用戶怎么反應(yīng)過(guò)來(lái)怎么去生活工作,其實(shí)是把觸發(fā)點(diǎn)和前兩個(gè)因素結(jié)合起來(lái)思考的。正如作者所描述:

… successful triggers have threecharacteristics: First, we notice the trigger. Second, we associate the triggerwith a target behavior. Third, the trigger happens when we are both motivated and able to perform the behavior.

有效的觸發(fā)點(diǎn)有三個(gè)特性,第一,用戶感知到觸發(fā)點(diǎn),第二,用戶能把觸發(fā)點(diǎn)和目標(biāo)行為結(jié)合起來(lái),第三,觸發(fā)點(diǎn)發(fā)生的時(shí)候用戶同時(shí)有動(dòng)機(jī)和能力去完成目標(biāo)任務(wù)。

觸發(fā)點(diǎn)我覺(jué)得是一把雙刃劍,用得好,用戶粘性會(huì)大大提升,用得不好,會(huì)惹惱用戶。好的觸發(fā)點(diǎn)應(yīng)該充分考慮到用戶的動(dòng)機(jī)、能力、當(dāng)前所處環(huán)境等因素。

例如一個(gè)賣衣服的網(wǎng)站A,用戶下載了網(wǎng)站A的App在手機(jī)上,如果這個(gè)App一天跳出來(lái)幾十個(gè)提醒提示用戶去瀏覽網(wǎng)站的衣服,用戶會(huì)崩潰,很多用戶也許就刪除App了。如果這個(gè)App是聰明的(數(shù)據(jù)聰明),發(fā)現(xiàn)某個(gè)用戶在App上搜索過(guò)皮夾克,然后App默默地記下這個(gè)用戶行為??紤]兩個(gè)場(chǎng)景,第一個(gè)場(chǎng)景是用戶經(jīng)過(guò)該App的實(shí)體服裝店門口時(shí),App跳出一個(gè)提醒,“您感興趣的皮夾克店內(nèi)有售,新款推薦!”,第二個(gè)場(chǎng)景是雙11優(yōu)惠促銷的時(shí)候,App跳出一個(gè)提醒,“您瀏覽過(guò)的皮夾克現(xiàn)在8折優(yōu)惠!”,這種了解用戶的觸發(fā)點(diǎn)提升用戶購(gòu)買轉(zhuǎn)化率的機(jī)會(huì)會(huì)更大,效果會(huì)更好。

最重要的場(chǎng)景怎么做?來(lái)看華為總監(jiān)的用戶行為分析三要素-藝源科技


三要素使用思考

現(xiàn)在了解了三要素對(duì)用戶行為的影響,那我們做產(chǎn)品設(shè)計(jì)如何使用這三要素呢?

第一步,我認(rèn)為是在三者獨(dú)立狀態(tài)都要盡力提升它們。

我們應(yīng)該深入理解用戶的動(dòng)機(jī),通過(guò)業(yè)界分析、用戶測(cè)試、大數(shù)據(jù)分析、核心用戶場(chǎng)景分析等方式來(lái)了解用戶的核心訴求,這能保證我們給用戶帶來(lái)切題的答案。

同時(shí),我們應(yīng)該準(zhǔn)確把握用戶在使用產(chǎn)品時(shí)的能力和狀態(tài),換位思考,逐步深入,保證每一個(gè)產(chǎn)品設(shè)計(jì)步驟都有理有據(jù),沒(méi)有產(chǎn)品設(shè)計(jì)人員憑空臆想的用戶操作流程,步步到位。對(duì)每種類型用戶的能力分析要準(zhǔn)確,產(chǎn)品設(shè)計(jì)要涵蓋95%的主體用戶,同時(shí)盡力照顧5%的邊緣用戶。

我們要使用友好、溫柔的觸發(fā)點(diǎn),雖然目的都是讓用戶回到產(chǎn)品上來(lái),形成長(zhǎng)期規(guī)律使用產(chǎn)品的習(xí)慣,但是觸發(fā)點(diǎn)要讓用戶感覺(jué)不像是催他們來(lái)使用產(chǎn)品,而是像一個(gè)朋友在提醒他們,說(shuō),嘿,朋友,該回來(lái)晃噠晃噠啦!這個(gè)時(shí)候大數(shù)據(jù)分析、社交動(dòng)因、用戶心理模型分析都會(huì)有很大的幫助。

第二步,靈活搭配使用三者。

理想狀態(tài)當(dāng)然是三個(gè)因素都要很出色,但是事實(shí)往往不是如此。用戶區(qū)分的難度,商業(yè)訴求的滿足,技術(shù)能力的限制,業(yè)界情況的影響等,會(huì)阻礙我們把三個(gè)因素都做到出類拔萃。

這個(gè)時(shí)候應(yīng)該找到有限成本內(nèi)有效的提升方式去做。

例如一個(gè)視頻App,觸發(fā)點(diǎn)很難提升,可能我們發(fā)現(xiàn)用戶對(duì)視頻App跳出的任何提示都很反感,這個(gè)時(shí)候花時(shí)間去提升觸發(fā)點(diǎn)的設(shè)計(jì)可能收效甚微。這時(shí)把精力放在動(dòng)機(jī)這個(gè)因素上,給用戶更大的理由去使用這個(gè)產(chǎn)品,例如App的收費(fèi)內(nèi)容正在促銷,例如權(quán)力的游戲只有這個(gè)App有4K品質(zhì)的片源,讓用戶不用收到外部觸發(fā)點(diǎn),就能通過(guò)本能意愿去使用這個(gè)視頻App。這時(shí)我們的精力用在了動(dòng)機(jī)這個(gè)因素上,帶來(lái)了用戶內(nèi)部觸發(fā)點(diǎn)的好處,贏得了用戶。

更進(jìn)一步,如果一個(gè)產(chǎn)品一開(kāi)始一窮二白,三個(gè)因素都很初步時(shí),我們需要一個(gè)因素非常亮,才能把這個(gè)產(chǎn)品帶起來(lái)。這樣把精力集中撲在某一個(gè)因素上可能會(huì)讓產(chǎn)品競(jìng)爭(zhēng)力短期大幅提升。

一個(gè)不太相關(guān)的例子,如果一個(gè)演員,沒(méi)有特別出色的作品(觀眾對(duì)他的動(dòng)機(jī)弱),也沒(méi)有好的經(jīng)紀(jì)公司運(yùn)營(yíng)(觀眾了解到他的渠道少,等于對(duì)產(chǎn)品的接觸能力弱),但是如果他通過(guò)某些正向話題長(zhǎng)期大量在微博、新聞上曝光(觸發(fā)點(diǎn)量大時(shí)間持續(xù)),那這個(gè)演員很有可能紅起來(lái),得到更多的演出機(jī)會(huì),得到更大的物質(zhì)回報(bào)。

當(dāng)然,長(zhǎng)期來(lái)看,要讓產(chǎn)品百年長(zhǎng)青,動(dòng)機(jī)、能力、觸發(fā)點(diǎn)一個(gè)都不能少。:)

今天寫到這里,后續(xù)有時(shí)間會(huì)把一些實(shí)戰(zhàn)案例總結(jié)出來(lái),用這三要素模型做一個(gè)匹配。不過(guò)我相信大家有豐富的產(chǎn)品設(shè)計(jì)經(jīng)驗(yàn),應(yīng)該能從這個(gè)模型中得到一些思考,那我拋磚引玉的目的也實(shí)現(xiàn)啦。:)

謝謝閱讀!

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