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熟知用戶行為的這7個(gè)層面,你的設(shè)計(jì)才會(huì)走進(jìn)人心
時(shí)間:2019-11-19 09:00:03
文章發(fā)布:李陽(yáng)
原創(chuàng)作者:未知
來(lái)源:互聯(lián)網(wǎng)

我們生活中絕大多數(shù)的物品,從椅子到 APP,都是人為設(shè)計(jì)出來(lái)的。理解用戶的想法,能夠讓設(shè)計(jì)師在設(shè)計(jì)過(guò)程中采用更加貼合用戶的設(shè)計(jì)方案。讓人感覺(jué)笨重難用的產(chǎn)品,大多都不夠體諒用戶,忽略用戶在使用產(chǎn)品中的深層次需求,不清楚用戶行為的規(guī)律。

絕大多數(shù)人都認(rèn)為,我們都已經(jīng)熟知了人的思想和行為,用戶的需求很容易滿足。做點(diǎn)調(diào)研,做點(diǎn)測(cè)試,然后好像就什么都知道了。事實(shí)并非如此。

現(xiàn)實(shí)情況是,我們能看到的往往只有用戶的行為,但是大腦意識(shí)中,思維真正的運(yùn)作方式,影響一個(gè)人行為的深層原因,我們沒(méi)有確知。為了分析用戶深層的思維,需要花費(fèi)大量的時(shí)間和資源。好在行為模式并不是無(wú)跡可尋的,加州大學(xué)設(shè)計(jì)實(shí)驗(yàn)室主任 Don Norman(也就是《設(shè)計(jì)心理學(xué)》系列的作者)提出過(guò)一個(gè)用戶行為的7個(gè)層面,在此基礎(chǔ)上觀察用戶和產(chǎn)品之間的互動(dòng),可以讓我們更容易理解人的行為和意圖。

熟知用戶行為的這7個(gè)層面,你的設(shè)計(jì)才會(huì)走進(jìn)人心-藝源科技

以現(xiàn)實(shí)生活中的一個(gè)實(shí)例來(lái)作為研究對(duì)象,在此基礎(chǔ)上來(lái)探討用戶行為的7個(gè)層面。

假設(shè),我要讀一本書。我躺在床上看書,日落西山,暮色將近,天色已晚。光線越來(lái)越黯淡,我覺(jué)得光照不足了,沒(méi)有額外的光照,書就看不下去了。

熟知用戶行為的這7個(gè)層面,你的設(shè)計(jì)才會(huì)走進(jìn)人心-藝源科技

1. 目標(biāo)

我目前所從事的活動(dòng)是讀書,但是我們的目標(biāo)是:需要更多的光照來(lái)繼續(xù)閱讀的行為。

2. 計(jì)劃

我接下來(lái)要怎么做呢?

  1. 我可以打開(kāi)窗戶試圖讓更多的光線進(jìn)來(lái);

  2. 我可以打開(kāi)附近的燈;

  3. 我可以在明天早上等光線充足的時(shí)候再看。

在現(xiàn)階段,我仔細(xì)分析了自己所處的場(chǎng)景,為了實(shí)現(xiàn)目標(biāo),我選擇打開(kāi)附近的燈。

3. 指定

當(dāng)我確定計(jì)劃之后,我還得確定具體的執(zhí)行方式。是我讓別人去開(kāi)燈,還是我自己去開(kāi)燈?

4. 執(zhí)行

最后我決定自己去執(zhí)行,也就是我自己去開(kāi)燈。

在這個(gè)案例當(dāng)中,當(dāng)我們自己去操作的時(shí)候,行為通常是潛意識(shí)驅(qū)動(dòng)下完成,并不會(huì)有上述的一個(gè)一個(gè)階段清晰地展現(xiàn)出來(lái)。如果是更為復(fù)雜的事情,也許是經(jīng)過(guò)仔細(xì)的思考,甚至需要經(jīng)過(guò)一個(gè)復(fù)雜的學(xué)習(xí)曲線,這樣整個(gè)過(guò)程可能會(huì)以更加有意思的樣子展現(xiàn)出來(lái)。

等等,這個(gè)地方開(kāi)始出現(xiàn)一個(gè)問(wèn)題了,上面只提到了4個(gè)層面,那么7個(gè)層面包含哪些呢?

用戶行為的7個(gè)層面,指的是用戶想要做的事情和目標(biāo)之間,可能存在的全部行為和方案等全部因素,它們連接了兩者。

聯(lián)系整個(gè)用戶交互的過(guò)程,結(jié)合整個(gè)環(huán)境,將用戶的行為劃分為有意識(shí)和無(wú)意識(shí)的兩個(gè)層面,這7個(gè)層面就清晰地呈現(xiàn)在你的面前:

  • 目標(biāo)。用戶不論是想做什么,他通常都會(huì)有一個(gè)目標(biāo)。

設(shè)定好目標(biāo)之后,是三個(gè)執(zhí)行階段:

  • 計(jì)劃(用戶會(huì)想到一個(gè)行動(dòng)的大概方略)

  • 指定(落實(shí)方略的一系列過(guò)程)

  • 執(zhí)行(將一系列過(guò)程具體落實(shí)下來(lái))

在思考和執(zhí)行并逐步靠近目標(biāo)的過(guò)程中,我們的大腦并不是停滯的,而是會(huì)不斷地評(píng)估當(dāng)前的情況,而這個(gè)過(guò)程同樣涉及到三個(gè)層面:

  • 感知(感知發(fā)生了什么)

  • 解釋(解釋感知到的信息并理解所處狀況)

  • 對(duì)比(將所獲得的結(jié)果和目標(biāo)進(jìn)行比較)

這就是抽象出來(lái)的我們大腦的運(yùn)作機(jī)制。這個(gè)框架對(duì)于設(shè)計(jì)過(guò)程而言,是非常有效的,無(wú)論是設(shè)計(jì)數(shù)字產(chǎn)品還是物理實(shí)體,它都是兼容的。當(dāng)你使用這個(gè)過(guò)程來(lái)匹配用戶交互和行為的時(shí)候,可以更容易理解所面臨的狀況,從而可以更有針對(duì)性地進(jìn)行設(shè)計(jì)。

熟知用戶行為的這7個(gè)層面,你的設(shè)計(jì)才會(huì)走進(jìn)人心-藝源科技

那么,是否所有的行為和任務(wù)都應(yīng)該完全套上這7個(gè)層面呢?

是也不是。這個(gè)7個(gè)層面是一個(gè)被簡(jiǎn)化的模型,因?yàn)槲覀兠刻於紩?huì)執(zhí)行各種各樣的任務(wù),做多種多樣的事情,中間許多事情會(huì)被打斷。

比如,你走在街道上,前往書店,你想購(gòu)買一本剛剛發(fā)售的雜志。可是當(dāng)你路過(guò)咖啡館的時(shí)候,看到你的朋友正坐在里面,你會(huì)下意識(shí)改變目標(biāo),走進(jìn)咖啡館和你朋友聊聊天,并且點(diǎn)了一杯冰美式。

熟知用戶行為的這7個(gè)層面,你的設(shè)計(jì)才會(huì)走進(jìn)人心-藝源科技

和機(jī)器不同,人類并不會(huì)一絲不茍地嚴(yán)格遵循指令去行事。即使是再細(xì)心的規(guī)劃,都會(huì)被各種各樣的情況打斷,發(fā)生變化。所以,我們會(huì)隨著日常目標(biāo)的變化,而圍繞著新的情況制定新的計(jì)劃。在設(shè)計(jì)的時(shí)候,我們也有必要考慮到這一點(diǎn)。

因此,這7個(gè)層面對(duì)設(shè)計(jì)師而言,還需要考慮一個(gè)重要的問(wèn)題,那就是對(duì)于環(huán)境的了解和分析。用戶的這個(gè)行為發(fā)生在什么地方?當(dāng)你搞清楚環(huán)境因素之后,可以更好地復(fù)盤整個(gè)局面,從而能夠更好地理解用戶行為和產(chǎn)品發(fā)揮作用的方式方法,這也帶來(lái)提升產(chǎn)品的契機(jī)。這個(gè)時(shí)候,設(shè)計(jì)師需要培養(yǎng)觀察用戶的技能,同理心是設(shè)計(jì)師最強(qiáng)有力的武器。

正如同我在上面案例中所說(shuō)到的,用戶即使計(jì)劃去書店也可能會(huì)因?yàn)榕龅脚笥讯牡廊タХ瑞^,設(shè)計(jì)師需要了解可能發(fā)生的不同情況,明白環(huán)境會(huì)發(fā)生什么樣的改變,用戶行為會(huì)隨之出現(xiàn)什么樣的改變。

了解人們?nèi)绾问褂锰囟ǖ漠a(chǎn)品,是至關(guān)重要的。但是最重要的,始終是他們的目標(biāo),目標(biāo)這一因素,將會(huì)直接影響接下來(lái)的6個(gè)層面。

當(dāng)準(zhǔn)備面向市場(chǎng)推出一個(gè)新的產(chǎn)品時(shí),設(shè)計(jì)師應(yīng)當(dāng)首先問(wèn)問(wèn)用戶,他們的目標(biāo)到底是什么,想要借助這個(gè)產(chǎn)品達(dá)成什么樣的目標(biāo)。這種分析策略也被稱為根本原因分析,這種分析方法也需要設(shè)計(jì)師多加練習(xí),仔細(xì)揣摩。

哈佛商學(xué)院的教授 Theodore Levitt 曾經(jīng)說(shuō)過(guò):

(當(dāng)人們購(gòu)買鉆頭的時(shí)候)他們內(nèi)心深處想買的并不是鉆頭,他們要的是對(duì)應(yīng)尺寸的一個(gè)洞!

熟知用戶行為的這7個(gè)層面,你的設(shè)計(jì)才會(huì)走進(jìn)人心-藝源科技

Levitt 的案例所要傳達(dá)的是,人們?cè)谫?gòu)買產(chǎn)品的時(shí)候,所尋求的是達(dá)成目標(biāo)的一種方法和路徑,并非產(chǎn)品本身。接下來(lái),我們可以更加深入地探討這個(gè)問(wèn)題:

他們?yōu)槭裁葱枰莻€(gè)洞?你會(huì)發(fā)現(xiàn),他們想要在墻上增加一個(gè)置物架。他們想要在架子上擱什么東西呢?他們想把書放上去。這樣的探討是有意義的,用戶行為的根本出發(fā)點(diǎn)會(huì)在這樣的一層層的問(wèn)題分析中逐步展開(kāi),隨后可以更加精確地對(duì)應(yīng)7個(gè)行為層面,問(wèn)題也可以隨之得到更好的解決。

One more thing

以深澤直人為代表的日本設(shè)計(jì)師所推崇的「無(wú)意識(shí)設(shè)計(jì)」其實(shí)和今天所提到的用戶行為的7個(gè)層面有著極為深刻的關(guān)聯(lián)。

熟知用戶行為的這7個(gè)層面,你的設(shè)計(jì)才會(huì)走進(jìn)人心-藝源科技

無(wú)意識(shí)設(shè)計(jì)所倡導(dǎo)的并非真的「無(wú)意識(shí)」,而是通過(guò)洞悉用戶的行為和模式,了解用戶深層次的需求,在此基礎(chǔ)上進(jìn)行潤(rùn)物細(xì)無(wú)聲的設(shè)計(jì),低調(diào)不彰顯,直覺(jué)而自然。

熟知用戶行為的這7個(gè)層面,你的設(shè)計(jì)才會(huì)走進(jìn)人心-藝源科技

無(wú)印良品的壁掛式拉繩CD機(jī)就巧妙地融合了直覺(jué)式的交互,如果不是深澤直人洞悉用戶傾聽(tīng)音樂(lè)的場(chǎng)景和需求,是無(wú)論如何都創(chuàng)造不出這樣的產(chǎn)品。

熟知用戶行為的這7個(gè)層面,你的設(shè)計(jì)才會(huì)走進(jìn)人心-藝源科技

同樣的,傘上小小凹槽也許不夠顛覆,但是這種對(duì)于用戶行為和產(chǎn)品使用場(chǎng)景的了解,絕不是簡(jiǎn)單的「小心思」。

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