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游戲化設(shè)計(jì)的精髓是結(jié)合用戶歷程進(jìn)行UX設(shè)計(jì)
時(shí)間：2019-08-09 11:09:14
文章發(fā)布：李陽(yáng)
原創(chuàng)作者：未知
來(lái)源：互聯(lián)網(wǎng)

想必現(xiàn)在大家對(duì)于游戲化設(shè)計(jì)已經(jīng)不再陌生。這種借由挑戰(zhàn)、成就和獎(jiǎng)勵(lì)來(lái)強(qiáng)化用戶互動(dòng)的設(shè)計(jì)策略，已經(jīng)深入到不同的領(lǐng)域、不同的行業(yè)，在APP和網(wǎng)頁(yè)設(shè)計(jì)中也不鮮見(jiàn)。

這些從游戲領(lǐng)域延伸到非游戲領(lǐng)域的設(shè)計(jì)策略在數(shù)字設(shè)計(jì)領(lǐng)域已經(jīng)有了足夠多的探索?，F(xiàn)如今，許多設(shè)計(jì)師已經(jīng)能夠熟練的運(yùn)用一部分游戲化設(shè)計(jì)的策略來(lái)吸引用戶。在之前的文章《提升用戶的參與度，有哪些常見(jiàn)的游戲化設(shè)計(jì)技巧》當(dāng)中，我們探討了游戲化設(shè)計(jì)的一些基本手法和特征，今天的文章我們會(huì)更加專注于游戲背后的運(yùn)作機(jī)制，也就是用戶歷程（User Journey）對(duì)于整個(gè)用戶體驗(yàn)的提升。

游戲化設(shè)計(jì)的精髓是結(jié)合用戶歷程進(jìn)行UX設(shè)計(jì)-藝源科技


用戶歷程是什么？

為了創(chuàng)造令人愉悅的用戶體驗(yàn)，將用戶所處的階段納入考慮范圍是至關(guān)重要的。實(shí)際情況在于，用戶常常會(huì)借助一個(gè)產(chǎn)品來(lái)達(dá)成不同的目標(biāo)，甚至他們每次使用產(chǎn)品的時(shí)候，目標(biāo)都不一樣。設(shè)計(jì)師和用戶研究人員會(huì)注意到，隨著用戶逐步使用產(chǎn)品，在經(jīng)驗(yàn)和交互方式上，會(huì)有所轉(zhuǎn)變。這樣的特征和用戶在游戲中的歷程是非常相似的。

結(jié)合這一情況，設(shè)計(jì)人員提出了在數(shù)字產(chǎn)品中運(yùn)用游戲設(shè)計(jì)中用戶歷程（User Journey）這一機(jī)制。用戶歷程可以界定為用戶在使用產(chǎn)品過(guò)程中所經(jīng)歷的過(guò)程和階段。設(shè)計(jì)師可以在這個(gè)概念之下有意識(shí)地構(gòu)建用戶體驗(yàn)，結(jié)合用戶在不同階段的需求和交互來(lái)設(shè)計(jì)整體的UX。

游戲化設(shè)計(jì)的精髓是結(jié)合用戶歷程進(jìn)行UX設(shè)計(jì)-藝源科技

以我們熟知的游戲?yàn)榘咐齺?lái)說(shuō)明一下用戶歷程的意義所在吧。常見(jiàn)的游戲通常會(huì)新手引導(dǎo)，有關(guān)卡設(shè)定，有難易程度設(shè)定，用戶在玩游戲的過(guò)程中，會(huì)不斷地學(xué)習(xí)和進(jìn)步。在用戶打完游戲之后，能夠處理更加復(fù)雜的任務(wù)。如果用戶一開(kāi)始就能面對(duì)困難的任務(wù)，其實(shí)是很難應(yīng)付的。如果整個(gè)游戲整體都非常容易，用戶則很容易厭倦。

在數(shù)字產(chǎn)品的設(shè)計(jì)上，也是同樣的道理。擁有簡(jiǎn)單交互的產(chǎn)品往往更容易在前期吸引用戶使用，但是，如果隨著時(shí)間的推移，產(chǎn)品本身沒(méi)有任何變化，則很容易覺(jué)得無(wú)聊。如果產(chǎn)品在剛剛開(kāi)始的時(shí)候就擁有極為強(qiáng)大的功能，那么用戶又很容易在復(fù)雜的功能之間迷失。為了避免這些問(wèn)題，設(shè)計(jì)人員應(yīng)該將UX設(shè)計(jì)和用戶歷程結(jié)合起來(lái)，引導(dǎo)用戶逐步熟悉、熟練并逐漸幫助他們達(dá)成目標(biāo)。


用戶歷程的不同階段

本質(zhì)上，用戶歷程是一種游戲機(jī)制，旨在讓用戶和產(chǎn)品之間的交互更加容易，更加易于理解。用戶在使用產(chǎn)品的時(shí)候，有了一種玩家的使用體驗(yàn)。設(shè)計(jì)師讓用戶在使用過(guò)程中，逐步經(jīng)歷不同的階段。我們看看用戶歷程中常見(jiàn)的環(huán)節(jié)。


新用戶引導(dǎo)階段（Onboarding）

只有真正首次使用產(chǎn)品的用戶才需要新用戶引導(dǎo)流程，這樣用戶不需要擔(dān)心初次使用會(huì)出錯(cuò)。如果產(chǎn)品在設(shè)計(jì)上本身存在一些比較特殊的地方，新用戶引導(dǎo)可以給予用戶以提示。

現(xiàn)在絕大多數(shù)的APP都已經(jīng)具備良好的新用戶引導(dǎo)流程了，設(shè)計(jì)師將APP中用戶需要知道的基本信息、特點(diǎn)、使用技巧都融入到新用戶引導(dǎo)流程中。新用戶引導(dǎo)的教程中，應(yīng)該包含簡(jiǎn)短但是清晰的信息，確保用戶能夠快速地了解并記住，確保用戶在進(jìn)入APP之后能有用。

游戲化設(shè)計(jì)的精髓是結(jié)合用戶歷程進(jìn)行UX設(shè)計(jì)-藝源科技


腳手架階段

用戶經(jīng)歷過(guò)新用戶引導(dǎo)流程之后，他們會(huì)逐步進(jìn)入下一個(gè)交互階段，我們稱之為腳手架階段。在這個(gè)階段，新的功能逐步呈現(xiàn)，用戶會(huì)使用過(guò)程中逐步熟悉產(chǎn)品，用戶也不需要太多引導(dǎo)。用戶在使用過(guò)程中，逐漸掌握越來(lái)越多的功能，經(jīng)過(guò)設(shè)計(jì)的交互和功能也不會(huì)對(duì)用戶產(chǎn)生壓力或者顯得過(guò)于復(fù)雜。

游戲化設(shè)計(jì)的精髓是結(jié)合用戶歷程進(jìn)行UX設(shè)計(jì)-藝源科技


進(jìn)步階段

無(wú)論用戶所完成的任務(wù)是什么，但是用戶需要被提醒他們已經(jīng)進(jìn)步了。這種提醒本身就是一種信息反饋，通過(guò)這些成功的反饋來(lái)激勵(lì)他們繼續(xù)下去。這是一個(gè)很重要的步驟，因?yàn)橛脩粼谑褂卯a(chǎn)品的過(guò)程中，會(huì)逐步失去初學(xué)時(shí)候的積極性，他們需要留下來(lái)繼續(xù)的動(dòng)力。

可能有人會(huì)問(wèn)，非游戲類的數(shù)字產(chǎn)品用戶的進(jìn)步要怎么呈現(xiàn)？很簡(jiǎn)單，社交類應(yīng)用當(dāng)中，應(yīng)用可以在用戶獲得一定數(shù)量的粉絲和關(guān)注之后，祝賀他們達(dá)成了某某成就。教育類的應(yīng)用就更簡(jiǎn)單了，告訴用戶他們學(xué)會(huì)了什么知識(shí)，通過(guò)勛章或者頭銜來(lái)予以獎(jiǎng)勵(lì)。這些小細(xì)節(jié)很重要，通過(guò)告訴用戶他們所達(dá)成的成果，來(lái)促使他們積極地繼續(xù)使用。

游戲化設(shè)計(jì)的精髓是結(jié)合用戶歷程進(jìn)行UX設(shè)計(jì)-藝源科技


最終階段

實(shí)際上，絕大多數(shù)好的產(chǎn)品也僅僅只是推進(jìn)到了腳手架階段，用戶不斷地學(xué)習(xí)，然后接受獎(jiǎng)勵(lì)和成就反饋。但是用戶遲早會(huì)厭倦這種模式，然后抽身出來(lái)。這就是為什么，在用戶歷程的結(jié)尾，還有這么個(gè)最終階段來(lái)收尾。

最終階段并不是讓你為用戶送上一句“感謝您一路的陪伴，再見(jiàn)”，你應(yīng)該為這些已經(jīng)成為專家的用戶提供一些專門的特權(quán)，人們喜歡被重視，他們會(huì)因此經(jīng)?；貋?lái)看看。忠誠(chéng)的客戶是讓產(chǎn)品長(zhǎng)壽甚至昌盛的秘訣，相比于廣告，許多新用戶會(huì)更加相信這些老手的建議和意見(jiàn)。


為何要采用用戶歷程？

用戶歷程是一個(gè)相對(duì)復(fù)雜的游戲化設(shè)計(jì)的策略，它需要設(shè)計(jì)師深入細(xì)節(jié)，每個(gè)階段都深入考慮，并且要將它們銜接起來(lái)。此外，采用這種策略，設(shè)計(jì)師需要對(duì)于整個(gè)產(chǎn)品有明確的、長(zhǎng)期的更新計(jì)劃，所以，一個(gè)可用的用戶歷程需要長(zhǎng)時(shí)間的策劃和開(kāi)發(fā)。當(dāng)然，這么做是值得的，因?yàn)樗梢宰層脩舨粩嗷貧w產(chǎn)品:

  • 清晰的交互系統(tǒng)。用戶在腳手架階段逐步了解新功能，學(xué)習(xí)產(chǎn)品，這種策略讓用戶不用一開(kāi)始就面對(duì)復(fù)雜的任務(wù)和功能，而是循序漸進(jìn)地學(xué)習(xí)和熟悉。

  • 提升用戶的參與度。游戲化的策略讓用戶始終都積極地參與到這個(gè)“游戲”當(dāng)中來(lái)。用戶歷程讓用戶沉浸在任務(wù)和成就當(dāng)中，不會(huì)出現(xiàn)抵觸情緒。

  • 用戶忠誠(chéng)度。如果一個(gè)產(chǎn)品能夠?yàn)樗挠脩舨粩喔倪M(jìn)，老用戶甚至能夠擁有一些獨(dú)有的特權(quán)，那么用戶自然會(huì)更加信任它。

  • 更高的認(rèn)可度。正如同我前面所說(shuō)的，讓用戶滿意是獲得更多用戶的重要途徑。用戶會(huì)自愿分享他們的快樂(lè)經(jīng)歷，這些會(huì)讓產(chǎn)品更讓人難忘。

  • 有趣的元素。就像其他的游戲化設(shè)計(jì)的元素一樣，用戶歷程會(huì)讓產(chǎn)品具備更強(qiáng)烈的情感化的特征。人們總希望通過(guò)某些娛樂(lè)化的方式，從日常生活中逃離出來(lái)。通過(guò)有趣的元素讓產(chǎn)品更休閑一些，可以幫助用戶減壓。


總而言之，用戶歷程是改進(jìn)用戶體驗(yàn)的有效方法。當(dāng)然，游戲化的設(shè)計(jì)是挑產(chǎn)品的，并非所有產(chǎn)品都適合這么做。設(shè)計(jì)師和用戶研究員要充分了解自己的用戶和產(chǎn)品的定位，合理地作出決策。

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