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阿里實戰(zhàn)案例！從一次小型用戶訪談中學到的四個親身經(jīng)驗
時間：2019-06-09 09:18:16
文章發(fā)布：李陽
原創(chuàng)作者：未知
來源：互聯(lián)網(wǎng)

數(shù)據(jù)很差的功能，可否輕易被下線？新產(chǎn)品的用戶研究時，demo 要做到什么程度？用戶對產(chǎn)品的認知與我們完全不同…… 今天這篇好文，是從阿里一次正規(guī)專業(yè)的用戶訪談中總結的設計經(jīng)驗，很多觀點會顛覆你對用戶訪談的固有印象，一起來看看。

“是我的需求，還是用戶的需求？”——這是我問自己多的一個問題。

當真正轉變?yōu)閺臉I(yè)者后，我才發(fā)現(xiàn)自己漸漸遠離了用戶這個群體，平時做設計更多依賴的是業(yè)務、邏輯、數(shù)據(jù)，以及我自己的經(jīng)驗和判斷。雖然在學校的時候看過很多諸如《About Face》等用戶體驗設計的書，了解常用的用戶研究方法和手段、發(fā)過問卷也采訪過潛在用戶，但當真正將用戶型產(chǎn)品原型推向用戶做面對面訪談時，才發(fā)現(xiàn)有時設計思考真的走了彎路。

今天是我職業(yè)生涯第一次參與正規(guī)、專業(yè)的用戶訪談，主題是我們正在設計的一款創(chuàng)新性產(chǎn)品。其實在用戶訪談之前，我作為交互設計師與產(chǎn)品經(jīng)理、開發(fā)同學也進行過諸多次深入地討論。在這個過程中，我們內(nèi)部首先明確了一些產(chǎn)品原則，并且通過數(shù)據(jù)找到了當前產(chǎn)品中的一些問題，并希望拓寬產(chǎn)品思路。開始我憑借這些原則，雖然帶著迷茫，卻也抱著可以一試的心情持續(xù)輸出了幾份褒貶不一設計稿。然而，在用戶訪談之后，我的諸多想法都已被推翻。

阿里實戰(zhàn)案例！從一次小型用戶訪談中學到的四個親身經(jīng)驗-藝源科技

以這次訪談為中心，簡單談談我的收獲：


只有幾個人的訪談，是否能獲得足夠的事實并作為產(chǎn)品規(guī)劃依據(jù)？

開始我對用研訪談并沒有抱太大的期望，覺得個位數(shù)的座談會即便得出了什么結論也沒辦法代表大眾用戶的訴求。實際上，通過用研同學一步步地深挖，我們可以從少數(shù)用戶身上發(fā)掘出很多有價值的信息。

由于平時總是思考同一件事，我們非常容易陷入思維定勢，難以跳出現(xiàn)有的圈子。我會發(fā)現(xiàn)，一件在我看來非常直觀的事，所有被訪談的用戶都表示不能理解、無法預期，讓我大為吃驚。也是被訪談用戶集體認可的一件事并不能作為大眾的意見，但如果他們都不能理解一件事，恐怕真的要斟酌一下了。

并不為了管中窺豹，訪談中的用戶是第一次接觸到你的項目原型，并且他們是脫離從業(yè)者的真正產(chǎn)品使用者，從中我們可以得到非常多新的思路。


數(shù)據(jù)很差的功能，可否輕易被下線？

也許看到這個問題你會毫不猶豫地回答“否”，但當面臨新功能上線、舊頁面改版時，我們非常容易根據(jù)數(shù)據(jù)去做判斷。一個功能在同類產(chǎn)品中數(shù)據(jù)差，點擊率不高、轉化率也不高、客單價還低，那我們自然會先選擇將它下線。但通過這次訪談和用研同學反饋的以往案例我知道，即便數(shù)據(jù)非常差的功能貿(mào)然下線也常會引起大量的用戶投訴。尤其是體量大的平臺型產(chǎn)品，再爛的功能也有人用，所以轉型、創(chuàng)新才會這么困難。

當然，這不是說不允許挑戰(zhàn)用戶習慣或開拓新思路，只是在做產(chǎn)品設計時一定要非常慎重。如果你的新功能并不一定能為用戶帶來明確的利益，那么可以通過一些委婉地方式來測試，而不是直截了當?shù)馗傻魟e的功能（分桶測試也是一個非常好的手段）。

阿里實戰(zhàn)案例！從一次小型用戶訪談中學到的四個親身經(jīng)驗-藝源科技


新產(chǎn)品的用戶研究時，demo 要做到什么程度？

答案很簡單，要做到跟真正上線產(chǎn)品一樣的詳細程度。本次訪談時展示了幾個demo，分別有產(chǎn)品經(jīng)理級的真·原型稿，有稍作設計的交互稿，也有精心打造的視覺稿。盡管用研同學反復強調請大家只關注內(nèi)容、框架而不要過分在意外在視覺，但我發(fā)現(xiàn)這幾乎是一件不可能的事——人就是喜歡精美的東西。

并且要注意，設計稿里的每一個字、每一張圖、每一個按鈕都使用真實的數(shù)據(jù)。隨意寫的任何一個字都會對用戶訪談產(chǎn)生極大的干擾，這次就遇到好幾次用戶盯著幾個我隨意為之的設計點糾纏不休。另外，拿設計稿投影在屏幕上和放在手里真正把玩又完全是兩種體驗，這次因為時間有限沒有做可交互原型給用戶體驗也是我的失職和遺憾。


巨大的個體差異

用戶是男是女、年芳幾何、程序員還是設計師，都會對訪談結果造成巨大的影響。在很多男用戶眼中，淘寶天貓就應該改成百度那樣只留一個搜索框，他們常常難以忍受混排的頁面，追求極簡和效率；而女用戶則對混亂的忍耐成都非常高，更愿意以“逛”的身份在產(chǎn)品中傲游，追求產(chǎn)品豐富度和可玩性。

有些差別也許以前我們也猜想過，比如男女、比如職業(yè)，但當真的參與用戶訪談時我才深刻理解這種差距是多么的大。每個人對產(chǎn)品的理解都不盡相同，訴求和忍耐力也差異很大，要在其中提煉出共通的屬性，真的很難。

阿里實戰(zhàn)案例！從一次小型用戶訪談中學到的四個親身經(jīng)驗-藝源科技


用戶對產(chǎn)品的認知與我們完全不同

這個點很有意思。有些我認為理所應當?shù)?、大眾都需求的設計，用戶卻毫不在意甚至從未發(fā)現(xiàn)過；有些線上產(chǎn)品明明沒有的功能，用戶在訪談時卻會說出來，認為自己以前使用過；連我們設計師都沒有注意到的點，用戶卻記憶非常深刻。

可以想象，在這樣一個小場景的訪談中就遇到了這種認知差異，擴展到全平臺的話，用戶眼中的產(chǎn)品真的和我們所理解的一樣嗎？我們拼命強調、突出的內(nèi)容，又真的是用戶所care的嗎？真的未必。

不管怎樣，這次參與訪談令我受益匪淺。除了產(chǎn)品設計本身的收獲以外，也了解到許多訪談時要注意的問題（比如做高保真設計稿，避免誤導用戶）。未來的職業(yè)生涯中，一定要多多接觸用戶、了解用戶，把“我想要”變成“用戶想要”，把需求還給用戶自身，杜絕拍腦袋、想當然的設計過程。
這樣，才能算是一個稱職的“用戶體驗設計師”。

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