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為什么你的設(shè)計(jì)很棒,但用戶(hù)體驗(yàn)還是很爛?
時(shí)間:2019-07-29 10:43:56
文章發(fā)布:李陽(yáng)
原創(chuàng)作者:未知
來(lái)源:互聯(lián)網(wǎng)

用戶(hù)的思維會(huì)受文案內(nèi)容、視頻和圖片的影響,而內(nèi)容策略(content strategy)會(huì)將它們都納入考慮,從而使最終產(chǎn)出物達(dá)到應(yīng)有的效果。簡(jiǎn)單來(lái)說(shuō),內(nèi)容策略就像膠水,把一個(gè)復(fù)雜的項(xiàng)目聯(lián)結(jié)起來(lái)。我們將介紹如何構(gòu)思、完成和管理內(nèi)容,使其既有用又好用。

作為技術(shù)研究的敲門(mén)磚,將內(nèi)容策略與用戶(hù)體驗(yàn)兩者結(jié)合,是非常有挑戰(zhàn)性、有意義的。為了把用戶(hù)真正想要的內(nèi)容呈現(xiàn)給他們,在構(gòu)思內(nèi)容策略前,需要概括和定義用戶(hù)的目標(biāo)。


為什么內(nèi)容策略對(duì)用戶(hù)體驗(yàn)來(lái)說(shuō)很重要?

爛內(nèi)容永遠(yuǎn)不能帶來(lái)好的用戶(hù)體驗(yàn)。只有內(nèi)容既有條理性又提供給用戶(hù)所有需要的信息,才能創(chuàng)造一個(gè)好的用戶(hù)體驗(yàn)。

為了確保內(nèi)容能帶來(lái)好的用戶(hù)體驗(yàn),內(nèi)容撰寫(xiě)人需要注意以下幾點(diǎn):

清晰而易讀

讓內(nèi)容更加容易理解,并不意味著單純地刪減內(nèi)容,而是讓它更加易懂、易讀、便于瀏覽。首先,內(nèi)容通過(guò)一個(gè)恰當(dāng)?shù)臉?biāo)題和一個(gè)輔助的副標(biāo)題來(lái)呈現(xiàn)清晰的結(jié)構(gòu),再點(diǎn)綴以適當(dāng)?shù)囊曈X(jué)材料(即用于說(shuō)明和展示的表格、圖片、影像等)。

出色的信息架構(gòu)

內(nèi)容策略其中之一,就是要?jiǎng)?chuàng)建信息層級(jí)。把內(nèi)容組織好,能讓用戶(hù)通過(guò)層級(jí)結(jié)構(gòu)來(lái)理解內(nèi)容。你可以通過(guò)強(qiáng)化內(nèi)容在網(wǎng)頁(yè)上的呈現(xiàn)方式來(lái)創(chuàng)建層級(jí)。當(dāng)內(nèi)容放在恰當(dāng)?shù)奈恢脮r(shí),能提高可讀性,有助于用戶(hù)的理解。

以前做線(xiàn)框圖時(shí),只是在灰色框里面放上亂數(shù)假文(即Lorem Ipsum,常用于測(cè)試不同字體效果的無(wú)意義文字,比如Lorem ipsum dolor sit amet, consectetur adipisicing elit…),再在前面用箭頭標(biāo)注就好了。然而現(xiàn)在卻要結(jié)合真實(shí)的內(nèi)容,從而使架構(gòu)達(dá)成整體設(shè)計(jì)的目的。

為什么你的設(shè)計(jì)很棒,但用戶(hù)體驗(yàn)還是很爛?-藝源科技

關(guān)注用戶(hù)

內(nèi)容撰寫(xiě)人有時(shí)會(huì)因?yàn)槌两谘芯亢蛢?nèi)容而得意忘形,忘記他/她真正的讀者是誰(shuí)。嚴(yán)格遵守用戶(hù)體驗(yàn)重要的準(zhǔn)則——把用戶(hù)放在第一位,我們才能把內(nèi)容策略發(fā)揮大功效。當(dāng)你在構(gòu)思內(nèi)容時(shí),應(yīng)該與用戶(hù)體驗(yàn)團(tuán)隊(duì)一起創(chuàng)建用戶(hù)畫(huà)像。

為什么你的設(shè)計(jì)很棒,但用戶(hù)體驗(yàn)還是很爛?-藝源科技

提高轉(zhuǎn)化率

只有當(dāng)用戶(hù)體驗(yàn)十分順暢和愉悅時(shí),才能獲得高轉(zhuǎn)化率。一個(gè)內(nèi)容導(dǎo)向的用戶(hù)體驗(yàn),體現(xiàn)在清晰的遣詞、顯著的行為召喚(call-to-action)和價(jià)值定位。像這樣,成為刺激轉(zhuǎn)化率的有力武器,才是內(nèi)容策略的用武之地。

為了使內(nèi)容有助于提高轉(zhuǎn)化率,應(yīng)該:

– 針對(duì)特定用戶(hù)和行業(yè),找到相關(guān)的關(guān)鍵詞

– 以關(guān)鍵詞為中心,構(gòu)思可讀性、可用性更強(qiáng)的內(nèi)容

在設(shè)計(jì)內(nèi)容時(shí),只需提供在特定情境下最必要的信息,這就需要針對(duì)用戶(hù)在每個(gè)場(chǎng)景下可能遇到的問(wèn)題進(jìn)行腦暴,并在此基礎(chǔ)上雕琢內(nèi)容,從而讓用戶(hù)能輕易找到他們想要的。


視覺(jué)材料與文案是如何影響用戶(hù)行為的?

1. 移動(dòng)設(shè)備是如何改變讀者感知內(nèi)容的方式

為什么你的設(shè)計(jì)很棒,但用戶(hù)體驗(yàn)還是很爛?-藝源科技

自從手機(jī)問(wèn)世后,用戶(hù)的持續(xù)注意力縮短了很多。他們通過(guò)另一種方式來(lái)獲取所需要的信息,以大略的瀏覽、隨意一瞥來(lái)取代閱讀。這意味著用戶(hù)只接受隨意一瞥內(nèi)能理解的內(nèi)容。

設(shè)計(jì)與內(nèi)容應(yīng)毫無(wú)破綻的相輔相成,來(lái)延長(zhǎng)讀者的注意力時(shí)間。這就需要通過(guò)統(tǒng)合設(shè)計(jì)與內(nèi)容來(lái)與用戶(hù)溝通,也就是所謂的信息相互作用。

將設(shè)計(jì)層級(jí)與引人入勝的內(nèi)容整合,可以引導(dǎo)用戶(hù)不斷的讀下去,比如Facebook。對(duì)于內(nèi)容撰寫(xiě)人來(lái)說(shuō),想同時(shí)從界面空間和內(nèi)容語(yǔ)義上讓用戶(hù)維持關(guān)注度,是很困難的。

要點(diǎn)是:

你永遠(yuǎn)不可能將讀者從內(nèi)容設(shè)計(jì)流程中剝離。設(shè)計(jì)應(yīng)該涉及內(nèi)容,反之亦然。不將這兩者隔離,能幫助你理解目標(biāo)讀者。

2. 移動(dòng)先行理論帶來(lái)更好的用戶(hù)體驗(yàn)

現(xiàn)今消費(fèi)者能在探索中自學(xué),然后做決定。購(gòu)物已從線(xiàn)下商店轉(zhuǎn)移到通過(guò)移動(dòng)設(shè)備,這就要求你的網(wǎng)站設(shè)計(jì)和內(nèi)容足夠豐富。為現(xiàn)代用戶(hù)創(chuàng)建電商體驗(yàn),可以促使他們更快的下決定。

內(nèi)容豐富的網(wǎng)站,會(huì)提供用戶(hù)所需的詳情??梢允切袠I(yè)近況、有力的指南、產(chǎn)品詳情、或是有用的市場(chǎng)信息。

要點(diǎn)是:

好的設(shè)計(jì)使網(wǎng)站更有針對(duì)性的面向每個(gè)用戶(hù),好的內(nèi)容能解答他們的疑問(wèn)。但綜合這兩者,能斬獲令你的事業(yè)達(dá)到巔峰的兩大關(guān)鍵——信任與忠誠(chéng)!

3. 給你的設(shè)計(jì)增加趣味性?要確保內(nèi)容也跟上!

一般來(lái)說(shuō),用戶(hù)只會(huì)在網(wǎng)頁(yè)上停留10到15秒。但如果你能創(chuàng)建一個(gè)有價(jià)值的提案,就可以留住用戶(hù)。他們尋求一種個(gè)性化的體驗(yàn),而情感召喚有助于建立這種體驗(yàn)。因此,各品牌應(yīng)能從情感上下功夫,以提供不同凡響的用戶(hù)體驗(yàn)。

為了創(chuàng)造這種體驗(yàn),傾聽(tīng)和理解消費(fèi)者的需求十分重要。告訴消費(fèi)者你的品牌價(jià)值是什么、如何令用戶(hù)受益。不要只是糊弄出一些內(nèi)容,而指望用戶(hù)能理解它。

為什么你的設(shè)計(jì)很棒,但用戶(hù)體驗(yàn)還是很爛?-藝源科技

圍繞你的品牌講故事,有利于增加用戶(hù)的理解。你可以看看喬布斯是如何圍繞蘋(píng)果講故事,并抓住大量用戶(hù)的心的。

創(chuàng)造超棒的用戶(hù)體驗(yàn),已不再止步于思考設(shè)計(jì),而提升至制作內(nèi)容。創(chuàng)意團(tuán)隊(duì)?wèi)?yīng)和內(nèi)容撰寫(xiě)人一起合作。

要點(diǎn)是:

你的網(wǎng)站能適應(yīng)移動(dòng)端、有令人愉悅的視覺(jué)、和極佳的運(yùn)行,仍是不夠的。內(nèi)容的成功,在于如何更好地聯(lián)結(jié)目標(biāo)用戶(hù),并滿(mǎn)足他們的所想和所需。不講故事,你不能建立一個(gè)強(qiáng)勁的聯(lián)系。要使用敘述語(yǔ)氣,站在全局來(lái)講,并保持簡(jiǎn)潔有力。并且用戶(hù)在網(wǎng)站停留的時(shí)間越久,產(chǎn)生的效果也就越好。

4. 跨越設(shè)計(jì)師與內(nèi)容撰寫(xiě)人之間的鴻溝

內(nèi)容撰寫(xiě)人的特點(diǎn)是容易太啰嗦,而設(shè)計(jì)師總是吝于言辭。問(wèn)一個(gè)撰寫(xiě)人哪個(gè)顏色更適合,他/她會(huì)告訴你,你的選擇與他們的區(qū)別。問(wèn)一個(gè)設(shè)計(jì)師同樣的問(wèn)題,他/她會(huì)直接給你看整個(gè)調(diào)色盤(pán)。

鼓勵(lì)這兩個(gè)團(tuán)隊(duì)溝通,是消除分歧的最好方法。就如前面所提到的,內(nèi)容策略是建立在開(kāi)放交流上的。從長(zhǎng)遠(yuǎn)來(lái)看,團(tuán)隊(duì)中的創(chuàng)造性努力,會(huì)令設(shè)計(jì)充滿(mǎn)生機(jī)。

為什么你的設(shè)計(jì)很棒,但用戶(hù)體驗(yàn)還是很爛?-藝源科技

簡(jiǎn)言之:當(dāng)內(nèi)容與設(shè)計(jì)策劃者相互合作時(shí),將會(huì)有十分卓著的成果。消費(fèi)者將輕松理解你的設(shè)計(jì)目的。用戶(hù)體驗(yàn)在發(fā)展,讓你的方法也進(jìn)化吧。


結(jié)語(yǔ)

用戶(hù)體驗(yàn)絕不僅僅局限于設(shè)計(jì),內(nèi)容應(yīng)該像設(shè)計(jì)一樣有影響力。


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