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超全面！降低用戶成本的產(chǎn)品設(shè)計(jì)方法總結(jié)
時(shí)間：2019-08-16 10:28:39
文章發(fā)布：李陽(yáng)
原創(chuàng)作者：未知
來(lái)源：互聯(lián)網(wǎng)

最近在整理接下來(lái)幾個(gè)月的業(yè)務(wù)體驗(yàn)事件規(guī)劃，發(fā)現(xiàn)產(chǎn)品無(wú)論 B/C 端，在新用戶上手這塊都存在較高的門(mén)檻，而目前已有的版本在降低用戶認(rèn)知、學(xué)習(xí)、操作成本方面，挖掘得并不夠深入，便計(jì)劃把降低成本作為接下來(lái)體驗(yàn)設(shè)計(jì)上主要的研究與推進(jìn)目標(biāo)。確定目標(biāo)后，筆者近期也對(duì)降低成本這塊的設(shè)計(jì)方法作了一些相關(guān)調(diào)研整理，在此總結(jié)分享出來(lái)。


新手引導(dǎo)

新手引導(dǎo)是工具型產(chǎn)品降低用戶學(xué)習(xí)成本通用的手段之一，我們對(duì)啟動(dòng)頁(yè)浮層、氣泡提示框等常見(jiàn)的引導(dǎo)形式也非常熟悉。而設(shè)計(jì)新手引導(dǎo)時(shí)較大的挑戰(zhàn)，在于挖掘合適的出現(xiàn)場(chǎng)景，在最終呈現(xiàn)上做到簡(jiǎn)潔克制。過(guò)于白癡、啰嗦的新手引導(dǎo)，很容易被沒(méi)有足夠耐心或原就更習(xí)慣自主探索的用戶選擇全部跳過(guò)，難以達(dá)到設(shè)計(jì)者的初衷。

超全面！降低用戶成本的產(chǎn)品設(shè)計(jì)方法總結(jié)-藝源科技

△ 來(lái)源：Clara

新手引導(dǎo)大體可劃分為沉浸教學(xué)式和互動(dòng)探索式兩類，而對(duì)于操作教學(xué)類的場(chǎng)景，相對(duì)直接、可以快速得到反饋的互動(dòng)探索式引導(dǎo)，更容易幫助用戶記憶和迅速上手，具體形式可以使用小氣泡、內(nèi)嵌式文案（下圖）、彈框、以及近年火爆的對(duì)話式交互等，當(dāng)用戶成功根據(jù)引導(dǎo)完成操作后，還可以通過(guò)反饋信息設(shè)計(jì)給用戶以愉悅和成就感，刺激進(jìn)一步的探索。

超全面！降低用戶成本的產(chǎn)品設(shè)計(jì)方法總結(jié)-藝源科技

△ 來(lái)源：Worktile


認(rèn)知減負(fù)

能幫助用戶認(rèn)知減負(fù)的常見(jiàn)手段有經(jīng)驗(yàn)習(xí)慣遷移、可讀性優(yōu)化、復(fù)雜性簡(jiǎn)化等。

經(jīng)驗(yàn)習(xí)慣遷移上，可以通過(guò)遵循行業(yè)產(chǎn)品比較成熟通用的設(shè)計(jì)規(guī)范 & 模式，借鑒生活中的實(shí)體形象等，幫助用戶基于既有經(jīng)驗(yàn)更快速地學(xué)習(xí)上手。而對(duì)一些沒(méi)有太多模式可以借鑒的 B 端產(chǎn)品，則更需要在前期深入調(diào)研了解目標(biāo)用戶的操作習(xí)慣，進(jìn)而設(shè)計(jì)出符合他們認(rèn)知的產(chǎn)品。

超全面！降低用戶成本的產(chǎn)品設(shè)計(jì)方法總結(jié)-藝源科技

△ 來(lái)源：Ant Design Pro

可讀性優(yōu)化上，可以通過(guò)結(jié)構(gòu)化關(guān)鍵詞提煉、可視化圖表插圖、更友好易懂的文案、趣味故事化等手段，降低用戶瀏覽學(xué)習(xí)大塊內(nèi)容時(shí)的壓力與抵觸心理。沒(méi)有人會(huì)喜歡閱讀大段大段枯燥的文本，而如果我們將專業(yè)枯燥的文本轉(zhuǎn)化為有清晰目錄結(jié)構(gòu)關(guān)鍵詞的段落、可視化圖表、直觀的插圖故事等等，就能有效提升內(nèi)容的可讀性，降低用戶閱讀學(xué)習(xí)的成本。

超全面！降低用戶成本的產(chǎn)品設(shè)計(jì)方法總結(jié)-藝源科技

△ 來(lái)源：Dribbble

不過(guò)這塊有個(gè)問(wèn)題是，需要優(yōu)化可讀性的大段文本很多并非完全寫(xiě)死的信息，而是由運(yùn)營(yíng)、商家靈活配置。范圍大，可控性低，怎么樣才能完整走查場(chǎng)景、抽象可視化組件規(guī)范、整理可復(fù)用性高的參考模板、提供簡(jiǎn)單易用的后臺(tái)工具（再高級(jí)一點(diǎn)，可以結(jié)合 AI 技術(shù)，直接基于輸入信息自動(dòng)配置好）幫助運(yùn)營(yíng)、商家配置出友好易讀的信息，以及建立線上內(nèi)容的規(guī)范審核機(jī)制等，挑戰(zhàn)比較大，是值得我們更深入地去思考探索的地方。

超全面！降低用戶成本的產(chǎn)品設(shè)計(jì)方法總結(jié)-藝源科技

△ 來(lái)源：微信公眾平臺(tái)

復(fù)雜性簡(jiǎn)化上，可以通過(guò)對(duì)復(fù)雜信息/操作的拆解、封裝與隱藏等，讓原先過(guò)于復(fù)雜的信息與操作對(duì)用戶變得更加簡(jiǎn)單和友好。

在《屏幕上的聰明決策》一書(shū)中，提到了一個(gè)「分組淘汰」的辦法，模式類似體育杯賽淘汰階段的分區(qū)制，從每個(gè)1/4區(qū)的勝出者中決出冠軍的機(jī)制，即信息偏多時(shí)將內(nèi)容進(jìn)行分組篩選，每組選出最好的一個(gè)，最后綜合決策，降低決策過(guò)程壓力，提高最終結(jié)果的滿意度。

超全面！降低用戶成本的產(chǎn)品設(shè)計(jì)方法總結(jié)-藝源科技

在產(chǎn)品設(shè)計(jì)中，也可以基于類似的思路，將復(fù)雜內(nèi)容進(jìn)行拆解分發(fā)給不同的用戶，用戶只需要關(guān)注被拆解出來(lái)的一部分內(nèi)容，最后系統(tǒng)基于幾批用戶的判斷綜合決策最終結(jié)果，有效降低單一用戶的認(rèn)知與決策壓力。

舉個(gè)例子，我們有個(gè)眾包評(píng)審場(chǎng)景，需要讓用戶判斷某段內(nèi)容屬于A類信息、B類信息還是C類信息，為了提升結(jié)果的準(zhǔn)確性，用戶需要同時(shí)學(xué)習(xí)掌握A、B、C三類信息的判定標(biāo)準(zhǔn)，而如果將其拆分成三組分發(fā)給三批用戶，一批用戶判斷內(nèi)容是否屬于A，一批用戶判斷內(nèi)容是否屬于B，還有一批用戶判斷內(nèi)容是否屬于C，最后系統(tǒng)根據(jù)三批用戶的判斷結(jié)果綜合決策內(nèi)容性質(zhì)，就可以有效降低單一用戶學(xué)習(xí)掌握信息的成本，最終結(jié)果也能得到保障。


學(xué)習(xí)模式

對(duì)于一些面向固定人群的專業(yè)化平臺(tái)型產(chǎn)品（比如網(wǎng)絡(luò)協(xié)同平臺(tái)），有時(shí)通過(guò)簡(jiǎn)單的新手引導(dǎo)和對(duì)產(chǎn)品本身的認(rèn)知減負(fù)，并不能大幅有效消解業(yè)務(wù)復(fù)雜性本身帶來(lái)的上手門(mén)檻，而向?qū)I(yè)用戶提供幫助文檔、教學(xué)視頻等自助學(xué)習(xí)工具，是這類產(chǎn)品的典型標(biāo)配。

超全面！降低用戶成本的產(chǎn)品設(shè)計(jì)方法總結(jié)-藝源科技

△ 來(lái)源：Asana

這一塊我們可以做的，一是對(duì)于學(xué)習(xí)內(nèi)容媒介本身的豐富，相比傳統(tǒng)的幫助文檔。動(dòng)圖GIF、視頻、直播、音頻等方式對(duì)于用戶來(lái)說(shuō)更為直觀有趣，易于接受，學(xué)習(xí)效果更好。

超全面！降低用戶成本的產(chǎn)品設(shè)計(jì)方法總結(jié)-藝源科技

△ 來(lái)源：阿里云

除此之外，互動(dòng)模式上也有很多值得探索的地方。比如像 Coursera、Codecademy 等教育類產(chǎn)品，在專業(yè)知識(shí)教學(xué)過(guò)程中會(huì)引入實(shí)時(shí)練習(xí)機(jī)制，通過(guò)練習(xí)題的結(jié)果反饋幫助用戶更加有效地掌握知識(shí)。當(dāng)我們的產(chǎn)品需要對(duì)用戶進(jìn)行相對(duì)復(fù)雜的教學(xué)培訓(xùn)時(shí)，不妨借鑒使用類似的手段，除了提升學(xué)習(xí)質(zhì)量之外，也能減少教學(xué)過(guò)程中的枯燥感，讓用戶樂(lè)于持續(xù)學(xué)習(xí)下去。

超全面！降低用戶成本的產(chǎn)品設(shè)計(jì)方法總結(jié)-藝源科技

△ 來(lái)源：Codecademy

考試設(shè)置是另一種手段，對(duì)于業(yè)務(wù)來(lái)說(shuō)可能目標(biāo)更多是對(duì)用戶的過(guò)濾，但我們也可以通過(guò)考試幫助用戶對(duì)知識(shí)進(jìn)行查漏補(bǔ)缺，將考試試題與知識(shí)點(diǎn)關(guān)聯(lián)起來(lái)，在用戶完成考試后生成知識(shí)圖譜、改進(jìn)建議等，進(jìn)而引導(dǎo)用戶有目的地針對(duì)性學(xué)習(xí)鞏固，而不是在重復(fù)學(xué)習(xí)已掌握知識(shí)上浪費(fèi)大量時(shí)間。

超全面！降低用戶成本的產(chǎn)品設(shè)計(jì)方法總結(jié)-藝源科技

△ 來(lái)源：猿題庫(kù)

最后，讓用戶之間互動(dòng)交流起來(lái)也是可以考慮的模式，比如評(píng)論交流、社區(qū)互助等，運(yùn)營(yíng)和專家用戶通過(guò)交流平臺(tái)為新手用戶答疑解惑。

超全面！降低用戶成本的產(chǎn)品設(shè)計(jì)方法總結(jié)-藝源科技

△ 來(lái)源：Worktile

除了以上手段之外，提供在線幫助（包括知識(shí)庫(kù)搜索、智能客服、人工咨詢等）、線下專人服務(wù)等，也可以幫助降低用戶上手產(chǎn)品的成本，篇幅有限，在此就不詳細(xì)展開(kāi)了。

超全面！降低用戶成本的產(chǎn)品設(shè)計(jì)方法總結(jié)-藝源科技

△ 來(lái)源：CrowdFlower

如果你有更多對(duì)于降低用戶成本的方法思考與實(shí)踐，歡迎探討交流。

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