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為什么你的設(shè)計很棒,但用戶體驗還是很爛?
時間:2019-07-29 10:43:56
文章發(fā)布:李陽
原創(chuàng)作者:未知
來源:互聯(lián)網(wǎng)

用戶的思維會受文案內(nèi)容、視頻和圖片的影響,而內(nèi)容策略(content strategy)會將它們都納入考慮,從而使最終產(chǎn)出物達到應(yīng)有的效果。簡單來說,內(nèi)容策略就像膠水,把一個復雜的項目聯(lián)結(jié)起來。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)研究的敲門磚,將內(nèi)容策略與用戶體驗兩者結(jié)合,是非常有挑戰(zhàn)性、有意義的。為了把用戶真正想要的內(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的目標。


為什么內(nèi)容策略對用戶體驗來說很重要?

爛內(nèi)容永遠不能帶來好的用戶體驗。只有內(nèi)容既有條理性又提供給用戶所有需要的信息,才能創(chuàng)造一個好的用戶體驗。

為了確保內(nèi)容能帶來好的用戶體驗,內(nèi)容撰寫人需要注意以下幾點:

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)容通過一個恰當?shù)臉祟}和一個輔助的副標題來呈現(xiàn)清晰的結(jié)構(gòu),再點綴以適當?shù)囊曈X材料(即用于說明和展示的表格、圖片、影像等)。

出色的信息架構(gòu)

內(nèi)容策略其中之一,就是要創(chuàng)建信息層級。把內(nèi)容組織好,能讓用戶通過層級結(jié)構(gòu)來理解內(nèi)容。你可以通過強化內(nèi)容在網(wǎng)頁上的呈現(xiàn)方式來創(chuàng)建層級。當內(nèi)容放在恰當?shù)奈恢脮r,能提高可讀性,有助于用戶的理解。

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

為什么你的設(shè)計很棒,但用戶體驗還是很爛?-藝源科技

關(guān)注用戶

內(nèi)容撰寫人有時會因為沉浸于研究和內(nèi)容而得意忘形,忘記他/她真正的讀者是誰。嚴格遵守用戶體驗重要的準則——把用戶放在第一位,我們才能把內(nèi)容策略發(fā)揮大功效。當你在構(gòu)思內(nèi)容時,應(yīng)該與用戶體驗團隊一起創(chuàng)建用戶畫像。

為什么你的設(shè)計很棒,但用戶體驗還是很爛?-藝源科技

提高轉(zhuǎn)化率

只有當用戶體驗十分順暢和愉悅時,才能獲得高轉(zhuǎn)化率。一個內(nèi)容導向的用戶體驗,體現(xiàn)在清晰的遣詞、顯著的行為召喚(call-to-action)和價值定位。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:

– 針對特定用戶和行業(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、可用性更強的內(nèi)容

在設(shè)計內(nèi)容時,只需提供在特定情境下最必要的信息,這就需要針對用戶在每個場景下可能遇到的問題進行腦暴,并在此基礎(chǔ)上雕琢內(nèi)容,從而讓用戶能輕易找到他們想要的。


視覺材料與文案是如何影響用戶行為的?

1. 移動設(shè)備是如何改變讀者感知內(nèi)容的方式

為什么你的設(shè)計很棒,但用戶體驗還是很爛?-藝源科技

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

設(shè)計與內(nèi)容應(yīng)毫無破綻的相輔相成,來延長讀者的注意力時間。這就需要通過統(tǒng)合設(shè)計與內(nèi)容來與用戶溝通,也就是所謂的信息相互作用。

將設(shè)計層級與引人入勝的內(nèi)容整合,可以引導用戶不斷的讀下去,比如Facebook。對于內(nèi)容撰寫人來說,想同時從界面空間和內(nèi)容語義上讓用戶維持關(guān)注度,是很困難的。

要點是:

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

2. 移動先行理論帶來更好的用戶體驗

現(xiàn)今消費者能在探索中自學,然后做決定。購物已從線下商店轉(zhuǎn)移到通過移動設(shè)備,這就要求你的網(wǎng)站設(shè)計和內(nèi)容足夠豐富。為現(xiàn)代用戶創(chuàng)建電商體驗,可以促使他們更快的下決定。

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

要點是:

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

3. 給你的設(shè)計增加趣味性?要確保內(nèi)容也跟上!

一般來說,用戶只會在網(wǎng)頁上停留10到15秒。但如果你能創(chuàng)建一個有價值的提案,就可以留住用戶。他們尋求一種個性化的體驗,而情感召喚有助于建立這種體驗。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體驗。

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

為什么你的設(shè)計很棒,但用戶體驗還是很爛?-藝源科技

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

創(chuàng)造超棒的用戶體驗,已不再止步于思考設(shè)計,而提升至制作內(nèi)容。創(chuàng)意團隊應(yīng)和內(nèi)容撰寫人一起合作。

要點是:

你的網(wǎng)站能適應(yīng)移動端、有令人愉悅的視覺、和極佳的運行,仍是不夠的。內(nèi)容的成功,在于如何更好地聯(lián)結(jié)目標用戶,并滿足他們的所想和所需。不講故事,你不能建立一個強勁的聯(lián)系。要使用敘述語氣,站在全局來講,并保持簡潔有力。并且用戶在網(wǎng)站停留的時間越久,產(chǎn)生的效果也就越好。

4. 跨越設(shè)計師與內(nèi)容撰寫人之間的鴻溝

內(nèi)容撰寫人的特點是容易太啰嗦,而設(shè)計師總是吝于言辭。問一個撰寫人哪個顏色更適合,他/她會告訴你,你的選擇與他們的區(qū)別。問一個設(shè)計師同樣的問題,他/她會直接給你看整個調(diào)色盤。

鼓勵這兩個團隊溝通,是消除分歧的最好方法。就如前面所提到的,內(nèi)容策略是建立在開放交流上的。從長遠來看,團隊中的創(chuàng)造性努力,會令設(shè)計充滿生機。

為什么你的設(shè)計很棒,但用戶體驗還是很爛?-藝源科技

簡言之:當內(nèi)容與設(shè)計策劃者相互合作時,將會有十分卓著的成果。消費者將輕松理解你的設(shè)計目的。用戶體驗在發(fā)展,讓你的方法也進化吧。


結(jié)語

用戶體驗絕不僅僅局限于設(shè)計,內(nèi)容應(yīng)該像設(shè)計一樣有影響力。


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