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進(jìn)階高級(jí)設(shè)計(jì)師!如何從零開(kāi)始做出用戶體驗(yàn)地圖?
時(shí)間:2019-08-28 10:13:53
文章發(fā)布:李陽(yáng)
原創(chuàng)作者:未知
來(lái)源:互聯(lián)網(wǎng)

在日常項(xiàng)目中,產(chǎn)品和設(shè)計(jì)同學(xué)可能會(huì)面臨一個(gè)問(wèn)題,只有頁(yè)面數(shù)據(jù)參考,而缺乏定性研究結(jié)論幫助驗(yàn)證和拓展設(shè)計(jì)思路。針對(duì)這種情況,在去年9月份,我們對(duì)用戶的求職行為進(jìn)行了一次全流程的調(diào)研,并繪制成用戶體驗(yàn)地圖(User Experience Map)。

通過(guò)體驗(yàn)地圖的項(xiàng)目,我們發(fā)現(xiàn)了很多產(chǎn)品的優(yōu)化方向。下面就從以下四個(gè)方面,將這種用戶研究方法和經(jīng)驗(yàn)分享給大家。

  • 體驗(yàn)地圖能為設(shè)計(jì)帶來(lái)什么

  • 設(shè)計(jì)師怎么組織用研項(xiàng)目

  • 創(chuàng)建體驗(yàn)地圖的步驟和Tips

  • 如何有效地運(yùn)用體驗(yàn)地圖


體驗(yàn)地圖能為設(shè)計(jì)帶來(lái)什么

想知道體驗(yàn)地圖的價(jià)值,我們要先了解體驗(yàn)地圖是什么。

體驗(yàn)地圖是利用圖像化的方式,描繪用戶使用產(chǎn)品的流程,以及每個(gè)階段的行為和感受,讓產(chǎn)品的參與者對(duì)用戶的體驗(yàn)有更直觀的了解。

進(jìn)階高級(jí)設(shè)計(jì)師!如何從零開(kāi)始做出用戶體驗(yàn)地圖?-藝源科技

△ 體驗(yàn)地圖(僅為效果展示,非真實(shí)數(shù)據(jù),另存即可看到高清原圖)

一次體驗(yàn)地圖項(xiàng)目可能需要花費(fèi)很長(zhǎng)時(shí)間,這么長(zhǎng)的產(chǎn)出周期值得嗎?Of Course!我們可以一起看一下體驗(yàn)地圖的作用。

發(fā)現(xiàn)新的場(chǎng)景和設(shè)計(jì)機(jī)會(huì)點(diǎn)

如果只局限于頁(yè)面內(nèi)的功能設(shè)計(jì),往往會(huì)忽略更多的機(jī)會(huì)點(diǎn)。體驗(yàn)地圖可以幫助我們站在全流程的角度,挖掘使用場(chǎng)景下更多的體驗(yàn)優(yōu)化點(diǎn)。

進(jìn)階高級(jí)設(shè)計(jì)師!如何從零開(kāi)始做出用戶體驗(yàn)地圖?-藝源科技

△ 體驗(yàn)地圖能幫助我們發(fā)現(xiàn)更多優(yōu)化點(diǎn)

避免各角色對(duì)體驗(yàn)、流程理解不一致

項(xiàng)目的順利進(jìn)行,需要產(chǎn)品、設(shè)計(jì)、技術(shù)多個(gè)角色共同合作。為了保證各方對(duì)用戶體驗(yàn)認(rèn)知的一致性,我們需要一個(gè)可以共同參照的「文檔」。

進(jìn)階高級(jí)設(shè)計(jì)師!如何從零開(kāi)始做出用戶體驗(yàn)地圖?-藝源科技

△ 不同角色對(duì)同一事物的理解不一致

綜上,我們可以借助體驗(yàn)地圖聚焦產(chǎn)品內(nèi)部體驗(yàn),同時(shí)以全局視角了解用戶使用感受。在產(chǎn)品優(yōu)化的過(guò)程中,體驗(yàn)地圖是有指導(dǎo)作用的。


設(shè)計(jì)師怎么組織用研項(xiàng)目

完成一次體驗(yàn)地圖的創(chuàng)建需要多方的共同努力,如果是設(shè)計(jì)師來(lái)組織體驗(yàn)地圖項(xiàng)目,前期需要做什么準(zhǔn)備工作呢?

溝通,讓各方了解體驗(yàn)地圖的意義

項(xiàng)目啟動(dòng)初期,可能大多數(shù)同學(xué)對(duì)這個(gè)項(xiàng)目的內(nèi)容和形式都不太了解。這時(shí)我們可以通過(guò)召開(kāi)溝通會(huì),向產(chǎn)品、技術(shù)同學(xué)介紹體驗(yàn)地圖的目的、研究方法和意義,讓大家了解項(xiàng)目的內(nèi)容。對(duì)于組織者來(lái)說(shuō),也能方便后期一些資源的調(diào)配。

提前規(guī)劃調(diào)研方案,收集調(diào)研重心

在投入調(diào)研前,可以先規(guī)劃出本次調(diào)研的方案,包括調(diào)研的內(nèi)容,各階段計(jì)劃產(chǎn)出的內(nèi)容,以及進(jìn)度排期表,保證項(xiàng)目有條不紊地進(jìn)行。

進(jìn)階高級(jí)設(shè)計(jì)師!如何從零開(kāi)始做出用戶體驗(yàn)地圖?-藝源科技

△ 簡(jiǎn)單的規(guī)劃表能讓項(xiàng)目更清晰

前期準(zhǔn)備充分后,我們就可以開(kāi)始創(chuàng)建體驗(yàn)地圖了。


創(chuàng)建步驟和一些小Tips

一個(gè)完整的體驗(yàn)地圖包含三部分內(nèi)容:情緒曲線、接觸行為、痛點(diǎn)占比。

進(jìn)階高級(jí)設(shè)計(jì)師!如何從零開(kāi)始做出用戶體驗(yàn)地圖?-藝源科技

△ 體驗(yàn)地圖結(jié)構(gòu)

看起來(lái)內(nèi)容很龐大,其實(shí)按照以下五個(gè)步驟,就能建立一份體驗(yàn)地圖。下面給大家講一下每個(gè)步驟的具體工作和注意內(nèi)容。

進(jìn)階高級(jí)設(shè)計(jì)師!如何從零開(kāi)始做出用戶體驗(yàn)地圖?-藝源科技

△ 體驗(yàn)地圖研究步驟與各階段產(chǎn)出

STEP1. 桌面研究

桌面研究是調(diào)研的前期準(zhǔn)備。這個(gè)階段設(shè)計(jì)師可以通過(guò)走查產(chǎn)品,獲得用戶使用產(chǎn)品的主要流程和階段,并以此梳理出訪談大綱。同時(shí),我們可以在這個(gè)階段收集業(yè)務(wù)方的關(guān)注點(diǎn),在接下來(lái)的定性訪談中進(jìn)行提問(wèn)或驗(yàn)證。

進(jìn)階高級(jí)設(shè)計(jì)師!如何從零開(kāi)始做出用戶體驗(yàn)地圖?-藝源科技

△ 通過(guò)桌面研究獲得流程階段

Tips:該階段走查的結(jié)果暫作為參考。

由于此步驟中獲得的流程、階段是調(diào)研者走查獲得,主要作為梳理用戶行為的參考,更具體的內(nèi)容還需要定性訪談后進(jìn)行更系統(tǒng)全面的調(diào)整。

STEP2. 用戶訪談(定性研究)

以上一步桌面研究獲取的流程為基礎(chǔ),本階段設(shè)計(jì)師需要通過(guò)定性訪談,收集真實(shí)用戶在每個(gè)階段下的具體行為,同時(shí)對(duì)體驗(yàn)地圖上具體的使用流程進(jìn)行補(bǔ)充調(diào)整。通過(guò)訪談還能收獲目前產(chǎn)品的問(wèn)題點(diǎn)、驚喜點(diǎn)、機(jī)會(huì)點(diǎn),這些同樣可以作為日后產(chǎn)品優(yōu)化的切入方向。

最后,將定性訪談的結(jié)果匯總完整的體驗(yàn)卡片。一個(gè)完整的體驗(yàn)卡片應(yīng)該包括階段、行為、問(wèn)題點(diǎn)、驚喜點(diǎn)和機(jī)會(huì)點(diǎn)。

進(jìn)階高級(jí)設(shè)計(jì)師!如何從零開(kāi)始做出用戶體驗(yàn)地圖?-藝源科技

△ 體驗(yàn)卡片結(jié)構(gòu)

Tips:用戶的業(yè)務(wù)屬性要全面。

選擇訪談?dòng)脩魰r(shí),要考慮用戶的業(yè)務(wù)屬性(比如行業(yè)、所在區(qū)域、年齡等),樣本要盡量全面,可以采用面訪和電話訪談結(jié)合的形式。

STEP3. 問(wèn)卷調(diào)研(定量研究)

在定性訪談中我們獲得了用戶使用產(chǎn)品的階段和行為,接下來(lái)需要通過(guò)問(wèn)卷來(lái)將這些內(nèi)容量化。

問(wèn)卷調(diào)研主要包括以下兩部分:

  • 滿意度調(diào)研:獲得用戶對(duì)各階段,以及具體行為的滿意度,該調(diào)研結(jié)論用于繪制體驗(yàn)地圖的曲線。

  • 痛點(diǎn)占比:訪談中獲得問(wèn)題點(diǎn)的嚴(yán)重程度,該調(diào)研結(jié)論用于繪制痛點(diǎn)占比圖。

進(jìn)階高級(jí)設(shè)計(jì)師!如何從零開(kāi)始做出用戶體驗(yàn)地圖?-藝源科技

△ 定量研究?jī)?nèi)容

STEP4. 數(shù)據(jù)分析與體驗(yàn)地圖繪制

定性訪談中獲得的階段和流程作為橫坐標(biāo)軸,用戶滿意度作為縱坐標(biāo)軸,用戶的具體行為就是接觸點(diǎn)。將定量調(diào)研中我們獲得的行為滿意度在坐標(biāo)軸中標(biāo)注并連線,就生成了體驗(yàn)地圖中的情緒曲線。

在圖中也可以將用戶流程和定量研究中獲得的痛點(diǎn)占比展示,積累作日后的優(yōu)化點(diǎn)。

進(jìn)階高級(jí)設(shè)計(jì)師!如何從零開(kāi)始做出用戶體驗(yàn)地圖?-藝源科技

△ 體驗(yàn)地圖的完整結(jié)構(gòu)

Tips:榨干數(shù)據(jù)的價(jià)值。

在一次體驗(yàn)地圖項(xiàng)目中,可以通過(guò)提取樣本屬性(比如不同年齡、不同行業(yè)的用戶),繪制多張?bào)w驗(yàn)地圖,用來(lái)對(duì)比研究不同屬性用戶在產(chǎn)品體驗(yàn)上的區(qū)別。


如何有效地運(yùn)用體驗(yàn)地圖

繪制完成≠項(xiàng)目結(jié)束,報(bào)告產(chǎn)出后,項(xiàng)目的組織者要積極與大家同步調(diào)研結(jié)果,可以對(duì)調(diào)研中發(fā)現(xiàn)的問(wèn)題快速地腦暴解決方案。

由于體驗(yàn)地圖一次產(chǎn)出的問(wèn)題點(diǎn)較多,通過(guò)將問(wèn)題點(diǎn)和解決方案匯總成表格,并根據(jù)痛點(diǎn)嚴(yán)重程度劃分優(yōu)先級(jí),并按計(jì)劃分布落地。


結(jié)語(yǔ)

體驗(yàn)地圖的用研結(jié)論,可以為設(shè)計(jì)/產(chǎn)品指出正確的方向,發(fā)掘新的使用場(chǎng)景。這種用研方法值得實(shí)踐和深挖,歡迎大家一起探討。

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