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學(xué)會(huì)宜家效應(yīng),給你一個(gè)全新的設(shè)計(jì)思維!
時(shí)間:2019-08-09 11:23:02
文章發(fā)布:李陽(yáng)
原創(chuàng)作者:未知
來(lái)源:互聯(lián)網(wǎng)

利用人的創(chuàng)造力,在產(chǎn)品中加入低投入,高貢獻(xiàn)度價(jià)值,高回報(bào)的任務(wù),讓用戶(hù)不知不覺(jué)中成為產(chǎn)品品牌忠實(shí)粉絲。宜家效應(yīng)給你一個(gè)新的設(shè)計(jì)思維。


創(chuàng)造力的利用

很多人都有過(guò)這樣的經(jīng)驗(yàn),在宜家,小米公司,某寶這樣的地方購(gòu)買(mǎi)過(guò)需要通過(guò)自己動(dòng)手組裝成完整的商品。它們?cè)谠斍榻榻B中會(huì)很大程度的渲染這個(gè)東西很好很堅(jiān)固,加上說(shuō)明書(shū)那些復(fù)雜的象形步驟圖,吸引著我們?nèi)L試。但是結(jié)果很少像你期望的那樣堅(jiān)固和耐用。在大學(xué)那會(huì)我也買(mǎi)過(guò)一個(gè)需要自己組裝咖啡桌,用了幾個(gè)月,桌子就開(kāi)始搖晃,甚至有傾斜的現(xiàn)象,不管怎樣,我都會(huì)盡力去做點(diǎn)補(bǔ)救措施。為什么我會(huì)那么執(zhí)著的在這個(gè)壞桌子上再去投入精力修復(fù)它呢?這種事情并不是我一個(gè)人有體會(huì)。許多人都很堅(jiān)持長(zhǎng)時(shí)間使用自己親手自制的東西,甚至超過(guò)自己的想像。

學(xué)會(huì)宜家效應(yīng),給你一個(gè)全新的設(shè)計(jì)思維!-藝源科技

心理學(xué)家邁克?諾頓,丹尼爾?莫喬和達(dá)恩?艾瑞里在消費(fèi)者心理學(xué)雜志上發(fā)表的新研究說(shuō)明了這個(gè)現(xiàn)象。內(nèi)容指出:做一些事情,投入你自己的血液和汗水(包括自己的情緒和想法)到一個(gè)物理對(duì)象中,似乎會(huì)給它帶來(lái)額外的價(jià)值,并且超過(guò)它固有的質(zhì)量,研究人員將其稱(chēng)為「宜家效應(yīng)」?!敢思倚?yīng)」是一種認(rèn)知偏差,可以在很大程度上影響產(chǎn)品的實(shí)際意義和感知價(jià)值,增強(qiáng)用戶(hù)和產(chǎn)品之間的聯(lián)系。

舉個(gè)例子,在20世紀(jì)40年代,各種即時(shí)烘烤配料在美國(guó)興起,美國(guó)食品制造商希望縮短制作蛋糕所需的時(shí)間和精力。他們簡(jiǎn)化了制作中需要添加水(或牛奶)和雞蛋的過(guò)程。結(jié)果人們都不認(rèn)可。為什么呢?一個(gè)名叫歐內(nèi)斯特?迪克特的心理學(xué)家。他發(fā)現(xiàn)原因是這個(gè)配方使得人們?cè)谧龅案鈺r(shí)所需的努力水平降低了,太容易了。顯然,人們沒(méi)有得到滿(mǎn)意的烘焙蛋糕體驗(yàn)。然后制造商想出了解決辦法,將干混合配置粉里的雞蛋牛奶成份剝離出來(lái),讓人們自己在后期制作過(guò)程中添加。這樣之后,神奇般的使得銷(xiāo)售額再次上升??梢?jiàn),把雞蛋和牛奶加到蛋糕粉里這樣最小的努力也能使我們從做蛋糕里獲得成就。這說(shuō)明定制不僅僅是個(gè)人的偏好,投資的努力也會(huì)增加用戶(hù)對(duì)產(chǎn)品的好感。其實(shí)還有很多這樣的例子,比如說(shuō)旅游,從前更多都是跟團(tuán)游,「付了錢(qián),我享受」的思維。而現(xiàn)在現(xiàn)在各色各樣的親子團(tuán),游學(xué)行,自由行,加入更多在過(guò)程中需要投入勞動(dòng)的體驗(yàn)場(chǎng)景,反而也讓旅游變得更有意義,用戶(hù)也為此買(mǎi)單。

對(duì)設(shè)計(jì)而言,宜家效應(yīng)能給我們帶來(lái)怎樣的思路,它可以以什么樣的形式融入設(shè)計(jì)中呢?

我們來(lái)看一個(gè)科學(xué)家桑德斯關(guān)于對(duì)消費(fèi)水平的研究,從典型的購(gòu)物體驗(yàn)中得到的所有東西,可以將它們分為:購(gòu)物,購(gòu)買(mǎi),擁有和使用四個(gè)層次,而且,這四種層次的創(chuàng)造力,都是每天人類(lèi)所需要的。我們用一個(gè)表來(lái)闡述一下:

學(xué)會(huì)宜家效應(yīng),給你一個(gè)全新的設(shè)計(jì)思維!-藝源科技

這個(gè)表格看到人的4個(gè)層次的創(chuàng)造力,在設(shè)計(jì)實(shí)踐中是如何幫助到我們呢?

當(dāng)你考慮到不同的用戶(hù)體驗(yàn)方法時(shí),你可以回想起這些水平,并考慮你的目標(biāo)用戶(hù)的創(chuàng)造力水平。在你的目標(biāo)受眾中,定制和協(xié)同生產(chǎn)的需求越多,宜家效應(yīng)的價(jià)值就會(huì)對(duì)你的產(chǎn)品影響就越大。當(dāng)任務(wù)成功完成時(shí),這種效果可以讓產(chǎn)品的用戶(hù)粘性提高。在我們生活中其實(shí)有很多這樣的例子,折紙,十字繡,樂(lè)高,手作玩具,小米的組裝路由器……它們都讓粉絲們參與到產(chǎn)品輸出的過(guò)程來(lái),參與到其中進(jìn)一步成為品牌的忠實(shí)粉絲。

谷歌出的一款網(wǎng)頁(yè)游戲Interland,它通過(guò)一些有趣的方式讓孩子參與進(jìn)來(lái),從而增強(qiáng)孩子對(duì)網(wǎng)絡(luò)安全責(zé)任心和提升他們對(duì)網(wǎng)絡(luò)信息安全的意識(shí)。每個(gè)關(guān)卡的設(shè)計(jì),通過(guò)有趣的形式,(問(wèn)答,計(jì)算,收集卡片,給予愛(ài)心關(guān)懷)讓孩子思考,動(dòng)手,通過(guò)他們的付出和完成任務(wù),讓他們不知不覺(jué)中學(xué)習(xí)到這些難以用言語(yǔ)去宣導(dǎo)學(xué)習(xí)的安全知識(shí)。在這個(gè)過(guò)程,「宜家效應(yīng)」原則同樣起著重要的作用。

學(xué)會(huì)宜家效應(yīng),給你一個(gè)全新的設(shè)計(jì)思維!-藝源科技

學(xué)會(huì)宜家效應(yīng),給你一個(gè)全新的設(shè)計(jì)思維!-藝源科技

學(xué)會(huì)宜家效應(yīng),給你一個(gè)全新的設(shè)計(jì)思維!-藝源科技

學(xué)會(huì)宜家效應(yīng),給你一個(gè)全新的設(shè)計(jì)思維!-藝源科技

那只是讓用戶(hù)參與到其中就能產(chǎn)生宜家效應(yīng)了嗎?答案是否定的。剛提到要任務(wù)成功完成的時(shí)候,效果才會(huì)出現(xiàn)。正如Anton Nikolov在設(shè)計(jì)原則Ikea Effect文中提出的,低投入,高貢獻(xiàn)度價(jià)值,高回報(bào)的任務(wù)才能夠讓用戶(hù)產(chǎn)生很好的宜家效應(yīng)。無(wú)論是小米的組裝路由器,手工還是谷歌的這個(gè)線(xiàn)上的游戲,都是讓目標(biāo)對(duì)象成功的完成任務(wù)的,而且這些是具有趣和情感付出的過(guò)程。是產(chǎn)品與用戶(hù)的交互行為,也是產(chǎn)品模型與用戶(hù)心理模型匹配的過(guò)程。

學(xué)會(huì)宜家效應(yīng),給你一個(gè)全新的設(shè)計(jì)思維!-藝源科技

QQ運(yùn)動(dòng)中,跑步軌跡的設(shè)計(jì)就引入了「宜家效應(yīng)」,充分把自由給予用戶(hù)。用戶(hù)可以在自己熟悉的跑步線(xiàn)路中創(chuàng)建DIY路線(xiàn)。讓同行運(yùn)動(dòng)者共同加入一起跑這條路線(xiàn)。對(duì)優(yōu)秀的UGC線(xiàn)路貢獻(xiàn)者進(jìn)行激勵(lì)。這種PGC + UGC的模式,擴(kuò)大運(yùn)動(dòng)跑者本來(lái)的炫耀需求,也解決了初級(jí)跑者不知去哪跑的問(wèn)題。專(zhuān)業(yè)跑者對(duì)自己創(chuàng)建專(zhuān)屬路線(xiàn),會(huì)產(chǎn)生依戀和自豪感。同時(shí)線(xiàn)路粉絲的一同參與,增加有趣和被認(rèn)同感。

學(xué)會(huì)宜家效應(yīng),給你一個(gè)全新的設(shè)計(jì)思維!-藝源科技


「宜家效應(yīng)」視角下的新運(yùn)動(dòng)觀(guān)

我們通常會(huì)認(rèn)為,運(yùn)動(dòng)是人們?cè)谧杂蓵r(shí)間內(nèi)進(jìn)行的非社會(huì)責(zé)任性活動(dòng)。從勞動(dòng)的疲倦,壓力,和身體健康所需中解放出來(lái),補(bǔ)充能量以再次投入生存的方式。從這點(diǎn)出發(fā),絕大多數(shù)人會(huì)認(rèn)為你教我如何健康運(yùn)動(dòng),給我準(zhǔn)確的運(yùn)動(dòng)數(shù)據(jù)就可以了。這樣,雖然是得到了運(yùn)動(dòng)基本需求,卻失去了更深的運(yùn)動(dòng)享受,所以,想得到更大的運(yùn)動(dòng)享受,有些地方自己多出點(diǎn)力還是值得的。

「宜家效應(yīng)」促使我們對(duì)跑步運(yùn)動(dòng)與運(yùn)動(dòng)者之間的關(guān)系進(jìn)行重新認(rèn)識(shí)。跑步是出于自身愛(ài)好的創(chuàng)造性運(yùn)動(dòng),可以使人產(chǎn)生長(zhǎng)遠(yuǎn)和深刻的滿(mǎn)足。因此在跑步中加入新玩法,不能破壞掉這個(gè)行為的產(chǎn)生,運(yùn)動(dòng)者固然需要解脫感自由感快樂(lè)感,這是基礎(chǔ)感覺(jué),讓他們得到存在感,自主感,超越感,成就感更能把運(yùn)動(dòng)者對(duì)此項(xiàng)運(yùn)動(dòng)的持續(xù)歸屬感激發(fā)出來(lái),從而提高跑者對(duì)平臺(tái)的粘性。


創(chuàng)造在用戶(hù)技能基礎(chǔ)上的高價(jià)值體驗(yàn)

在跑步入口界面,用戶(hù)對(duì)運(yùn)動(dòng)功能啟動(dòng)有一個(gè)直觀(guān)的認(rèn)識(shí),可以啟動(dòng)跑步功能或者健走功能,再往后,繼續(xù)挖掘「專(zhuān)屬」的軌跡路線(xiàn)。地圖上展示了各種各樣的線(xiàn)路上面。還有坐標(biāo)顯示有多少人在跑。用戶(hù)點(diǎn)開(kāi)路線(xiàn)會(huì)看到該路線(xiàn)的參與人數(shù)以及他們的龍虎榜,對(duì)有著競(jìng)賽挑戰(zhàn)和新功能的好奇,進(jìn)一步促進(jìn)用戶(hù)去了解如何產(chǎn)生新線(xiàn)路,讓自己成為新路線(xiàn)的第一人。當(dāng)用戶(hù)嘗試的時(shí)候會(huì)發(fā)現(xiàn),這個(gè)功能并不是只針對(duì)專(zhuān)業(yè)跑者而設(shè)立的,每位用戶(hù)都可以發(fā)現(xiàn)一個(gè)新的地方,申報(bào)一個(gè)路線(xiàn)。降低用戶(hù)這一執(zhí)行的門(mén)檻,快速融入。

在創(chuàng)建路線(xiàn)軌跡 – 申報(bào)軌跡路線(xiàn)的過(guò)程中用戶(hù)是能直接預(yù)見(jiàn)到這條線(xiàn)路被創(chuàng)建之后它所能產(chǎn)生的影響力,用戶(hù)在原來(lái)被動(dòng)使用功能變?yōu)樽约褐鲃?dòng)參與到產(chǎn)品的開(kāi)發(fā)中,滿(mǎn)足運(yùn)動(dòng)跑者心里需求和精神體驗(yàn)需求。


由「參與互動(dòng)式」向「創(chuàng)意式體驗(yàn)」轉(zhuǎn)變

我們需要意識(shí)到一個(gè)事實(shí),即用戶(hù)在任何時(shí)候都沒(méi)有處于同一水平的創(chuàng)造力。因此,我們需要迎合這些不同的層次。在QQ運(yùn)動(dòng)跑步的數(shù)據(jù)上看。跑步大多數(shù)的人都是持續(xù)跑者,我們需要這小部分人帶動(dòng)其他大部分初跑者。對(duì)于創(chuàng)建者來(lái)說(shuō),可以DIY自己的路線(xiàn)。做自己路線(xiàn)的代言人,路線(xiàn)吸引了一定數(shù)量的參與者后,會(huì)得到一定的激勵(lì)。對(duì)于參與者來(lái)說(shuō),解決了他們不知道跑哪里的問(wèn)題。還有同行者一起參與,還會(huì)有獎(jiǎng)勵(lì)。這對(duì)于一般的參與者來(lái)說(shuō)。他在這里將得到比他高預(yù)期的回報(bào)。

從產(chǎn)出 – 創(chuàng)造體驗(yàn)點(diǎn) – 創(chuàng)意者和參與者一同融入 – 創(chuàng)造運(yùn)動(dòng)價(jià)值更能讓用戶(hù)從單一的運(yùn)動(dòng)型向體驗(yàn)型運(yùn)動(dòng)轉(zhuǎn)變。


最后

宜家效應(yīng)作為一種認(rèn)知偏差,是用戶(hù)主觀(guān)感受的體現(xiàn),也為我們提升用戶(hù)體驗(yàn)提供一種方法和思路。有時(shí)候我們的設(shè)計(jì)不是要為用戶(hù)全盤(pán)設(shè)計(jì)好所有的東西。我們也應(yīng)該讓用戶(hù)參與到設(shè)計(jì)中來(lái),提高他們對(duì)產(chǎn)品的品牌忠誠(chéng)度,這樣我們的設(shè)計(jì)就會(huì)更受歡迎。

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