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引導頁設(shè)計,用戶體驗,經(jīng)驗分享
時間：2019-08-14 10:34:30
文章發(fā)布：李陽
原創(chuàng)作者：未知
來源：互聯(lián)網(wǎng)

每當提到產(chǎn)品的用戶體驗，我們通常會認為一款擁有優(yōu)秀用戶體驗的產(chǎn)品應該是「美觀且易用」的。但事實上，這些特性在產(chǎn)品設(shè)計中并不是重要的，它們只是提升用戶方便使用這個功能的一些設(shè)計原則而已。至于我們要聊的產(chǎn)品思維，指的是挖掘用戶的真實需求，再基于產(chǎn)品本身出發(fā)，找到功能的迭代方向從而幫助公司盈利。它是凌駕于這些所謂的設(shè)計原則亦或是功能之上的。

本文提到的 UX Design 實際上是國外的用戶體驗設(shè)計，但國內(nèi)外對互聯(lián)網(wǎng)行業(yè)的崗位職責存在認知偏差，其實它與國內(nèi)的交互設(shè)計是一致的，故在本文中涉及到的 UX Design 我將統(tǒng)一稱之為交互設(shè)計（師）。

用戶體驗的核心是用戶使用這款產(chǎn)品的根本原因，它與一個功能按照什么原則去設(shè)計其實沒太大關(guān)系。比如 Uber 用戶體驗的核心是「用戶隨時或短時間內(nèi)就能打到一輛出租車」。而精確地計算并顯示出租車的到達時間的功能，是可以適當提升用戶體驗的。當然，沒有這個計時功能，Uber 這款產(chǎn)品照樣能夠運作，且同樣能讓用戶輕松打到車。這也是為什么設(shè)計師首先應該思考產(chǎn)品是用來解決什么問題的原因，而不是先去想功能如何設(shè)計。


一款產(chǎn)品存在的根本原因

產(chǎn)品用戶體驗的核心，是其能否滿足用戶的需求亦或者說它能否解決用戶的問題。而這，也是一款產(chǎn)品存在的價值。產(chǎn)品之所以失敗的原因有兩個，一個是它需要解決的問題并不存在，還有一個則是解決問題的方案不合理。前者會導致產(chǎn)品失去存在的意義，后者則還有調(diào)整的余地。那么我們?nèi)绾文艽_保自己設(shè)計的產(chǎn)品能 100% 的解決用戶的實際問題呢？顯然不能。所以我們得通過與用戶的交談以及觀察來很大限度的降低產(chǎn)品設(shè)計中不必要的研發(fā)成本，設(shè)計一款能真正幫助用戶發(fā)現(xiàn)問題并能夠很好地將其解決的產(chǎn)品。

舉個例子。Clay Christensen 曾經(jīng)為了提高奶昔的銷量，他嘗試增加奶昔的甜度，并提供不同的味道，而且擴大了杯子的尺寸。然而效果并不理想，直到他開始觀察購買奶昔的顧客群體。他發(fā)現(xiàn)這些顧客之所以購買奶昔是因為吃奶昔能在坐車去上班的途中打發(fā)無聊的時間，因為奶昔相比其他飲料的好處是濃度高且更耐吃，還能填飽肚子。之后 Christensen 提升了奶昔的濃度，這個方案使得奶昔銷量提升巨大。

這個例子告訴我們，一開始就要把注意力放在問題本身上，而不是聚焦于某個解決方案。


基于產(chǎn)品本身去為目標用戶設(shè)計合理的功能

前面提到的「產(chǎn)品思維」，有助于設(shè)計師設(shè)計出真正有用的功能，那怎么做呢？首先，通過產(chǎn)品定位，我們確立了「為什么要設(shè)計這款產(chǎn)品」的原因，即它能解決什么問題。其次通過「誰有這類需求」來找到目標用戶，即誰需要解決這類問題。最后我們通過「怎么解決這類問題」來設(shè)計這款產(chǎn)品。通過這三個步驟確立一個「設(shè)計目標」，就能提升產(chǎn)品設(shè)計的成功性。


關(guān)于「問題的解決方案」

「問題的解決方案」其實也就是產(chǎn)品定位，意為「誰通過什么手段解決了用戶的什么問題」，這也就是產(chǎn)品的核心價值了。至于產(chǎn)品的功能通過諸如一致性、美觀性等原則去設(shè)計，就是這個核心之外的事情了。如交互設(shè)計或視覺設(shè)計能夠提升產(chǎn)品的易用性與美觀性，從而提升產(chǎn)品的競爭力，但是并不能證明這款產(chǎn)品存在的意義。這就是為什么我們要將注意力更多的放在問題本身能否得以解決上的原因，而不是去關(guān)注界面好不好看或好不好用上。

本文作者指的「用戶體驗的核心」不是說產(chǎn)品好不好用，而是說用戶為什么要用這款產(chǎn)品。


關(guān)于「產(chǎn)品定位」

具備產(chǎn)品思維的交互設(shè)計師，應該能夠回答以下問題：

  • 我們要解決什么問題？（用戶需求）

  • 我們?yōu)檎l解決這類問題？（目標用戶）

  • 我們?yōu)槭裁匆鲞@款產(chǎn)品？（產(chǎn)品目標）

  • 我們怎么去做？（解決方案）

  • 我們要達到什么目標？（設(shè)定指標）


只有回答了以上的問題，才能設(shè)計出一款解決用戶真實需求的產(chǎn)品。


產(chǎn)品思維的作用

產(chǎn)品思維能夠幫助設(shè)計師基于正確的人群設(shè)計合理的功能，從而更全面的理解產(chǎn)品的用戶體驗，而不是單純的思考界面布局或視覺表現(xiàn)?；诖?，它就能確保設(shè)計師解決用戶的真實需求，而不是浪費成本，做一些無用功。

產(chǎn)品思維還能夠幫助設(shè)計師發(fā)現(xiàn)正確的問題，更高效地與利益相關(guān)者進行溝通，并設(shè)計出合理的功能。與此同時，在產(chǎn)品迭代的過程中，設(shè)計師能夠邏輯清晰的對新需求進行審核，而不是盲目添加。每當有新的需求或某人對產(chǎn)品有新的想法時，設(shè)計師總能在畫原型之前就提出正確的問題：它適合我們的產(chǎn)品么？它是否解決了用戶的真實需求？用戶是否需要它？等等。只有這樣，才能保持產(chǎn)品的可用性。


總結(jié)

這篇文章的作者告訴我們，當設(shè)計師具備了產(chǎn)品思維，才能設(shè)計出合理的功能，解決用戶的真實需求。其實通篇文章的道理跟我之前寫的「遇到瓶頸的UI 設(shè)計師，試試從這個角度學習」這篇文章的觀點是一致的。設(shè)計師應該把注意力放在用戶需求或問題本身上，而不是過分聚焦于產(chǎn)品的交互規(guī)則或視覺表現(xiàn)上。而設(shè)計師只有想通這個層面，站在產(chǎn)品的角度上來思考問題了，自身的價值才能得到提升。這也是本篇文章的題目問讀者，「為什么交互設(shè)計師需要具備產(chǎn)品思維」的原因？歸根結(jié)底來說，它能夠提升設(shè)計師自身價值。


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