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交互基礎(chǔ)小課堂!目標(biāo)導(dǎo)向設(shè)計(jì)之“用戶目標(biāo)”與“心智模型”
時(shí)間:2019-10-25 09:28:53
文章發(fā)布:李陽(yáng)
原創(chuàng)作者:未知
來(lái)源:互聯(lián)網(wǎng)

關(guān)于數(shù)字產(chǎn)品設(shè)計(jì)的方法特別多,像精益產(chǎn)品設(shè)計(jì),目標(biāo)導(dǎo)向設(shè)計(jì),用戶體驗(yàn)五要素等。

突然想寫(xiě)一些關(guān)于目標(biāo)導(dǎo)向設(shè)計(jì)的一些思考,是因?yàn)榭吹饺豪镉腥擞懻撽P(guān)于某個(gè)評(píng)論功能該怎么設(shè)計(jì)比較好,于是想到了關(guān)于目標(biāo)導(dǎo)向設(shè)計(jì)里面的明確用戶目標(biāo)進(jìn)行設(shè)計(jì)這句話,不過(guò)目標(biāo)導(dǎo)向設(shè)計(jì)涉及到的內(nèi)容十分多,但是這個(gè)設(shè)計(jì)方法或者說(shuō)思考問(wèn)題的方法,卻是十分受用的。

以下大部分是結(jié)合了自己的理解進(jìn)行的總結(jié)——目標(biāo)導(dǎo)向設(shè)計(jì)之用戶目標(biāo)與心智模型。

一、目標(biāo)導(dǎo)向設(shè)計(jì)

Cooper 在原著里面關(guān)于「目標(biāo)導(dǎo)向設(shè)計(jì)」的概念翻譯描述是:

一個(gè)明確而系統(tǒng)的過(guò)程,彌合研究與設(shè)計(jì)的差距,定義用戶模型,確定設(shè)計(jì)需求,并把這些內(nèi)容轉(zhuǎn)換為高層次的交互框架。

我們可以仔細(xì)回想一下自己平時(shí)的工作,包括我有時(shí)候做老師布置的作業(yè),我們做了很多調(diào)研,用戶研究,用戶分析,然后我們是怎么把研究結(jié)果和設(shè)計(jì)聯(lián)系起來(lái)的呢?我們是怎么設(shè)計(jì)出一款產(chǎn)品滿足用戶的需求和目標(biāo)呢?設(shè)計(jì)出來(lái)的產(chǎn)品是怎么滿足產(chǎn)品的業(yè)務(wù)目標(biāo)以及技術(shù)上面的需求呢等等諸多問(wèn)題,

而對(duì)于目標(biāo)導(dǎo)向設(shè)計(jì),我的理解是:它是基于用戶目標(biāo)和心智模型,將設(shè)計(jì)與研究聯(lián)系起來(lái),將用戶心智模型與產(chǎn)品表現(xiàn)模型聯(lián)系起來(lái)的一種設(shè)計(jì)方法。

而它的設(shè)計(jì)流程,可以歸納為以下6個(gè)步驟:

交互基礎(chǔ)小課堂!目標(biāo)導(dǎo)向設(shè)計(jì)之“用戶目標(biāo)”與“心智模型”-藝源科技

△ 參考 Alan Cooper 的 The Essentials of Interaction Design

二、需求、目標(biāo)、任務(wù)、行為

我們先區(qū)分幾個(gè)概念,用戶需求、用戶目標(biāo)、用戶任務(wù)、用戶行為。

我們可以這樣理解,用戶目標(biāo)和用戶任務(wù)是由用戶需求產(chǎn)生的,用戶目標(biāo)是對(duì)最終情況的預(yù)期,完成目標(biāo)的過(guò)程可以細(xì)分為任務(wù),而用戶完成這個(gè)任務(wù)又會(huì)產(chǎn)生很多行為。

但是在早期 Donald Norman 提出的「ACD」(Activity-Centered Design 以活動(dòng)為中心的設(shè)計(jì))層級(jí)結(jié)構(gòu)理論里面,他強(qiáng)調(diào)首先要理解和重視活動(dòng),了解人們與使用工具的互動(dòng)(類似于現(xiàn)在的交互)來(lái)進(jìn)行設(shè)計(jì),這個(gè)理論十分強(qiáng)調(diào)情景的重要性。

我簡(jiǎn)單繪制了它的思維導(dǎo)圖:

交互基礎(chǔ)小課堂!目標(biāo)導(dǎo)向設(shè)計(jì)之“用戶目標(biāo)”與“心智模型”-藝源科技

而 Cooper 覺(jué)得這套方法雖然解決了「用戶的行為是什么」的問(wèn)題,但是并沒(méi)有解決「用戶為什么會(huì)有這樣的行為」的問(wèn)題。

因?yàn)槟繕?biāo)驅(qū)使人們開(kāi)展活動(dòng),所以 Cooper 覺(jué)得我們首先要對(duì)用戶的目標(biāo)進(jìn)行分析,于是就有了「目標(biāo)導(dǎo)向設(shè)計(jì)」這一套理論的出現(xiàn)。

我們知道,目標(biāo)由人類動(dòng)機(jī)驅(qū)使,因此受外界影響變化微小,但是任務(wù)和行為則會(huì)受到一些外界因素影響,比如技術(shù)條件、環(huán)境因素 、社會(huì)科技進(jìn)步、發(fā)展等。

舉個(gè)例子,比如某人很想吃XX飯店的飯,他的目標(biāo)就是「吃到XX飯店的飯」。

在外賣這個(gè)詞出現(xiàn)之前,用戶實(shí)現(xiàn)這個(gè)目標(biāo)的任務(wù)就是去XX店里面 ,而完成這個(gè)任務(wù)就會(huì)有很多行為活動(dòng),比如打車過(guò)去,騎車過(guò)去等。

而在外賣 app 出現(xiàn)之后,用戶的目標(biāo)還是吃到XX飯店的飯,現(xiàn)在他實(shí)現(xiàn)這個(gè)目標(biāo)的任務(wù)就是在外賣 app 上面下單,從而完成這個(gè)任務(wù) ,也會(huì)有很多行為活動(dòng),比如搜索這家店,選擇自己想吃的食物、支付、下單等 ,而這些行為又可以拆解為小的任務(wù)。

這里也簡(jiǎn)單畫(huà)了下關(guān)系圖:

交互基礎(chǔ)小課堂!目標(biāo)導(dǎo)向設(shè)計(jì)之“用戶目標(biāo)”與“心智模型”-藝源科技

所以說(shuō),如果是從任務(wù)和活動(dòng)的角度來(lái)進(jìn)行設(shè)計(jì)的話,很難設(shè)計(jì)出有創(chuàng)新的產(chǎn)品,因?yàn)樵O(shè)計(jì)總會(huì)局限于以前已經(jīng)過(guò)時(shí)的技術(shù)中,適應(yīng)的也是以前的社會(huì)和環(huán)境,我們應(yīng)該根據(jù)用戶目標(biāo)進(jìn)行設(shè)計(jì)。

所以就會(huì)發(fā)現(xiàn)目標(biāo)導(dǎo)向設(shè)計(jì)的重要性了,理解用戶目標(biāo)十分重要。

還有一點(diǎn)就是,我們的設(shè)計(jì)目標(biāo)要滿足情景需要,Cooper 提出「我們的設(shè)計(jì)目標(biāo)要依賴于具體的情景——用戶是誰(shuí),在做什么,目標(biāo)是什么」

再舉個(gè)例子,同樣是去一家餐館吃飯,如果是一個(gè)比較趕時(shí)間的人,那他會(huì)選擇打車過(guò)去,或者開(kāi)車過(guò)去,而如果他是一個(gè)喜歡慢節(jié)奏的人,他可能會(huì)選擇走路或者騎車,坐地鐵過(guò)去……

小結(jié):

  • 用戶需求:用戶想要做什么。

  • 用戶目標(biāo):通過(guò)做什么滿足需求,達(dá)成什么目標(biāo)(目標(biāo)其實(shí)是分三大類,包括人生目標(biāo),最終目標(biāo),體驗(yàn)?zāi)繕?biāo))。

  • 用戶任務(wù):達(dá)成目標(biāo)經(jīng)過(guò)的步驟過(guò)程。

  • 用戶行為:完成任務(wù)進(jìn)行的操作。

三、一個(gè)例子

關(guān)于目標(biāo),任務(wù)和行為,拿餓了么舉例子吧。

用戶需求:點(diǎn)一份美味并且劃算的外賣吃。

交互基礎(chǔ)小課堂!目標(biāo)導(dǎo)向設(shè)計(jì)之“用戶目標(biāo)”與“心智模型”-藝源科技

交互基礎(chǔ)小課堂!目標(biāo)導(dǎo)向設(shè)計(jì)之“用戶目標(biāo)”與“心智模型”-藝源科技

交互基礎(chǔ)小課堂!目標(biāo)導(dǎo)向設(shè)計(jì)之“用戶目標(biāo)”與“心智模型”-藝源科技

△ 第一二張是未登錄首頁(yè),第三張是登錄后首頁(yè)

那用戶目標(biāo)呢?這里我是針對(duì)無(wú)目的性用戶的一個(gè)分析。

我們先描述一個(gè)功能場(chǎng)景:在用戶瀏覽外賣列表的時(shí)候,看到了新用戶專享領(lǐng)取最高50元大禮包,未登錄注冊(cè)的用戶萌發(fā)了登錄注冊(cè)的欲望,會(huì)點(diǎn)擊卡片的登錄領(lǐng)取按鈕來(lái)登錄。

這樣用戶的目標(biāo)就可以描述為「登錄領(lǐng)取紅包」。

按照同樣的功能場(chǎng)景分析法,我們可以歸納出用戶目標(biāo)為:「登錄領(lǐng)取紅包—選擇商家下單」。

而完成這個(gè)目標(biāo)需要哪些任務(wù)以及行為呢?

比如登錄領(lǐng)取紅包,任務(wù)是:登錄—領(lǐng)取紅包。

比如選擇商家下單,任務(wù)就是:查找商家—選擇商家—選擇食物—下單支付。

四、心智模型

說(shuō)到心智模型,我們需要先弄明白三個(gè)概念,實(shí)現(xiàn)模型、呈現(xiàn)模型、心理模型。

Cooper 在書(shū)中關(guān)于這三個(gè)模型的介紹十分多也比較容易理解,結(jié)合我個(gè)人理解。

實(shí)現(xiàn)模型是指關(guān)于軟件內(nèi)部如何運(yùn)作的一個(gè)模型,也就是說(shuō)軟件是如何工作的,比如計(jì)算機(jī)程序語(yǔ)言。

而心理模型(也可以叫做心智模型)是指用戶覺(jué)得軟件程序應(yīng)該以什么樣的方式幫助自己完成任務(wù)的一種模型,這個(gè)是長(zhǎng)久以來(lái)用戶的經(jīng)驗(yàn)與習(xí)慣給予的。比如說(shuō),左上角經(jīng)常放置「返回」按鈕等其他一些交互方式,如果你把它放置在右邊,就不符合用戶的心理模型了。而呈現(xiàn)模型就是設(shè)計(jì)師如何向用戶呈現(xiàn)程序的功能。

因?yàn)樵跀?shù)字世界里,用戶心理模型和呈現(xiàn)模型是截然不同的,我們要盡可能設(shè)計(jì)出符合用戶心理模型的產(chǎn)品,我覺(jué)得可以把符合用戶心理模型的設(shè)計(jì)稱為人性化設(shè)計(jì)或者是情感化設(shè)計(jì)了。通過(guò)了解用戶心理模型,提前預(yù)知用戶接下來(lái)的行為,設(shè)計(jì)符合用戶預(yù)知的產(chǎn)品,這也是互聯(lián)網(wǎng)行業(yè)里設(shè)計(jì)師存在的重大意義吧。

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標(biāo)簽: 交互設(shè)計(jì) 心智模型 情感化設(shè)計(jì) 用戶體驗(yàn) 用戶目標(biāo) 目標(biāo)導(dǎo)向設(shè)計(jì)
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