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用戶反饋怎么用？千萬(wàn)別按照用戶的要求直接設(shè)計(jì)產(chǎn)品！
時(shí)間：2019-05-24 09:54:29
文章發(fā)布：李陽(yáng)
原創(chuàng)作者：未知
來(lái)源：互聯(lián)網(wǎng)

作為Mobile Majority 的用戶體驗(yàn)團(tuán)隊(duì)的負(fù)責(zé)人，讓我們的產(chǎn)品在移動(dòng)端平臺(tái)上可用、易用、直觀，并幫助用戶達(dá)到他們的營(yíng)銷(xiāo)目的是我的職責(zé)。

當(dāng)然，在沒(méi)有獲得用戶反饋的時(shí)候，我們并不能確知我們的思路和產(chǎn)品是否真正迎合用戶的需求。所以我們開(kāi)辟了許多溝通的渠道，我們通過(guò)郵件、電話、服務(wù)請(qǐng)求、銷(xiāo)售人員和客服經(jīng)理等各種各樣的方式來(lái)獲取各類(lèi)反饋。通過(guò)這些反饋，我們能夠知道哪些用戶體驗(yàn)設(shè)計(jì)會(huì)讓用戶覺(jué)得痛苦、感到挫折，畢竟他們的使用頻率更高，更容易碰到問(wèn)題、發(fā)現(xiàn)我們未曾注意的盲點(diǎn)。

但是有一點(diǎn)很重要：我們不能按照用戶所說(shuō)、所要求的那樣做設(shè)計(jì)。

用戶反饋怎么用？千萬(wàn)別按照用戶的要求直接設(shè)計(jì)產(chǎn)品！-藝源科技

“難道我們不應(yīng)該構(gòu)建令用戶愉悅，幫他們達(dá)成目標(biāo)的產(chǎn)品么？”你可能會(huì)這么想。

對(duì)，這并沒(méi)有錯(cuò)，做好設(shè)計(jì)并不意味著我們得準(zhǔn)確按照“用戶所說(shuō)”來(lái)做設(shè)計(jì)。

太多的設(shè)計(jì)師在不經(jīng)過(guò)仔細(xì)質(zhì)疑、研究、思考、總結(jié)，就直接根據(jù)用戶反饋，簡(jiǎn)單地按照需求來(lái)執(zhí)行。

這就像面對(duì)一個(gè)喜歡吃糖的小孩，由著他的性子投食只會(huì)讓他長(zhǎng)蛀齒，合理膳食才能保持健康。做設(shè)計(jì)是一樣的道理。

絕大多數(shù)的普通用戶無(wú)法確知他們真正需要的是什么，他們只會(huì)將他們認(rèn)為重要的東西告訴你，兩者之間有著明顯的差距。對(duì)，人們說(shuō)的很多，但是很少按照諾言來(lái)踐行，少有人能夠真正預(yù)期他們的未來(lái)。明天開(kāi)始減肥、明天開(kāi)始運(yùn)動(dòng)、明天收拾桌子、明天早上按時(shí)起床，然而第二天并沒(méi)有什么改變，和第一天沒(méi)有區(qū)別，絕大多數(shù)人是這樣。這里要說(shuō)的并不是拖延癥和謊言，而是真正的需求和自己認(rèn)為的需求，并不一致。

人們高喊著要更快的馬，而你制造的應(yīng)該是汽車(chē)。接下來(lái)，我們聊聊為什么我們應(yīng)當(dāng)設(shè)計(jì)人們需要的，而非人們想要的。

用戶認(rèn)為他們想要的東西

用一個(gè)典型的案例來(lái)說(shuō)明問(wèn)題吧。我們?cè)盏揭粋€(gè)用戶的反饋，他想知道每一個(gè)項(xiàng)目每天的詳細(xì)情況，什么時(shí)候開(kāi)始，什么時(shí)候結(jié)束，什么時(shí)候過(guò)半，運(yùn)作狀況好壞，開(kāi)局是否順利，收尾是否利落，是否按時(shí)完成。所以如果按照他的要求，那么他所需要的通知郵件應(yīng)該是這個(gè)樣子：

用戶反饋怎么用？千萬(wàn)別按照用戶的要求直接設(shè)計(jì)產(chǎn)品！-藝源科技

不過(guò)有時(shí)候同時(shí)進(jìn)行的項(xiàng)目不止一個(gè)。想想同時(shí)有20個(gè)移動(dòng)端的項(xiàng)目進(jìn)行會(huì)怎樣吧。且不說(shuō)用戶他所提出的需求好壞，20個(gè)郵件每天同時(shí)發(fā)送到他的郵箱，這些郵件沒(méi)有任何的可操作性，也不具備任何可組織整理的可能，即使作為回執(zhí)，對(duì)于郵箱也是巨大的負(fù)擔(dān)。

所以，我們真正要搞清楚的是他們真正的需求，而不是簡(jiǎn)單的按照他們所說(shuō)的去做。我們不妨再深挖一下，我們需要知道問(wèn)題的根源：他們?yōu)槭裁磿?huì)提出這樣的需求，他們?yōu)槭裁聪胍@些郵件（即使他們根本沒(méi)想過(guò)他們是否能處理的過(guò)來(lái)）。

“別糾結(jié)他們所說(shuō)的需求——搞清楚他們?yōu)槭裁磿?huì)提出這些需求才是當(dāng)務(wù)之急?！?/span>

為了做到這一點(diǎn)，我通過(guò)親自面試并對(duì)聊天過(guò)程進(jìn)行了視頻記錄。通過(guò)篩選和分析之后，我們了解了他們的的根本需求：他們只是想知道他們的項(xiàng)目是否正常地運(yùn)作。

用戶反饋怎么用？千萬(wàn)別按照用戶的要求直接設(shè)計(jì)產(chǎn)品！-藝源科技

對(duì)，這就是訪談和面試的意義所在，這是獲得用戶反饋的好方式：聽(tīng)他們說(shuō)，了解想法，觀察用戶的一舉一動(dòng)。

無(wú)論是觀察他們使用實(shí)際產(chǎn)品，如何完成特定任務(wù)，每一次觀測(cè)都可以讓你更深入了解他們的目標(biāo)，也能讓你更清醒地認(rèn)識(shí)到你怎樣才能幫到他們。

通過(guò)這些訪談，我觀察到值得注意的一點(diǎn)是，幾乎所有用戶都喜歡在早上登錄我們的平臺(tái)，觀察每一個(gè)項(xiàng)目的細(xì)節(jié)，并且試圖找到任何異常的情況。在我看來(lái)，這一用戶習(xí)慣非常值得利用。

給用戶真正需要的東西

所以，通過(guò)大量的研究之后，我們決定設(shè)計(jì)一個(gè)能替代這些電子郵件的有效工具，來(lái)滿足用戶的真實(shí)需求。所以我們并沒(méi)有設(shè)計(jì)一套自動(dòng)的郵件系統(tǒng)，而是集成在系統(tǒng)中的通知體系。

我們?cè)陧敳咳植藛螜诘挠覀?cè)提供了一個(gè)通知的分類(lèi)，它是輕松可見(jiàn)的，并且不是干擾性的通知方式。自從知道我們的用戶會(huì)每天登錄平臺(tái)，只需要通過(guò)通知欄給他們推送信息即可，任何異?；顒?dòng)或者重要的信息都通過(guò)它來(lái)告知用戶。

用戶反饋怎么用？千萬(wàn)別按照用戶的要求直接設(shè)計(jì)產(chǎn)品！-藝源科技

我們充分利用用戶的這一使用習(xí)慣，來(lái)實(shí)現(xiàn)了這個(gè)基礎(chǔ)功能，這不僅解決了許多用戶之前提到過(guò)的問(wèn)題，而且預(yù)防了許多未曾料到的障礙。

對(duì)于用戶體驗(yàn)設(shè)計(jì)師、工程師和產(chǎn)品經(jīng)理而言，獲取用戶反饋是重要的事情之一，而觀察用戶直接使用產(chǎn)品所獲得的反饋是直接的，這種用研頻繁地進(jìn)行。

用戶反饋怎么用？千萬(wàn)別按照用戶的要求直接設(shè)計(jì)產(chǎn)品！-藝源科技

但是千萬(wàn)不要簡(jiǎn)單依托用戶口頭反饋就簡(jiǎn)單作出設(shè)計(jì)方案，記住，用戶本就很少按照自己的說(shuō)法來(lái)做事，也無(wú)法確知真正的未來(lái)。對(duì)于這些反饋，仔細(xì)思考，深入研究，找到他們這么說(shuō)的原因，找到癥結(jié)才是核心。

當(dāng)我們的用戶有了這個(gè)通知系統(tǒng)之后，確實(shí)被感動(dòng)到了。有部分用戶坦言他們確實(shí)沒(méi)想到這個(gè)方案，并稱贊了我們的設(shè)計(jì)和考量。能幫助用戶完美地解決問(wèn)題，就是設(shè)計(jì)師的成就感的來(lái)源。

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