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時間：2019-12-25 09:15:30
文章發(fā)布：李陽
原創(chuàng)作者：未知
來源：互聯(lián)網(wǎng)

用戶體驗有的時候是和商業(yè)化指標(biāo)KPI 相矛盾的，那我們在設(shè)計一款產(chǎn)品的時候如何用量化的方式獲得商業(yè)化指標(biāo)和用戶體驗的均衡？

最近幾個月的時間在做億級用戶商業(yè)化產(chǎn)品，在做的項目過程中，有一個很重要的產(chǎn)品目標(biāo)是商業(yè)化KPI，滿足用戶需求的同時，盡可能的使產(chǎn)品盈利達(dá)到最大值。

在此之前我從事的設(shè)計工作多圍繞著設(shè)計目標(biāo)，主要服務(wù)于業(yè)務(wù)和用戶，通過設(shè)計的方法提升用戶在使用過程中的用戶體驗。

而商業(yè)化產(chǎn)品和單純服務(wù)用戶人群之間明顯是互相排斥的：即商業(yè)化和用戶體驗大部分時間是互斥的。

既要考慮用戶體驗又要考慮商業(yè)化收益，如何做設(shè)計呢？如何權(quán)衡這兩點之間的關(guān)系呢？

如何在設(shè)計產(chǎn)品的過程中衡量用戶體驗和商業(yè)化指標(biāo)？是否有通過量化的方式使得兩者可以達(dá)到最為科學(xué)的平衡？

什么是商業(yè)化？

基于大量的流量。通過流量將其進(jìn)行變現(xiàn)，以此符合產(chǎn)品獲得盈利的目標(biāo)，這一過程就是商業(yè)化。

通過從用戶那里獲取價值或收益，這一過程不可避免地需要犧牲用戶體驗為代價。

如果不斷的挖掘用戶的價值，不給用戶提供大于從用戶那里獲取價值的產(chǎn)品功能和體驗，那么這會導(dǎo)致用戶不斷地流失。

如何做商業(yè)化設(shè)計？

商業(yè)化設(shè)計可以使用兩種設(shè)計方法，一種是通過灰色版本提供小樣本數(shù)據(jù)，通過數(shù)據(jù)計算，調(diào)整商業(yè)化和用戶體驗的平衡。另一種是通過全視覺高緯度的產(chǎn)品決策。

前者是量化，后者是產(chǎn)品戰(zhàn)略決策。

第一種是很直觀的數(shù)據(jù)，第二種則是靠著產(chǎn)品感和設(shè)計感的經(jīng)驗。

1. 通過灰度小樣本數(shù)據(jù)做商業(yè)化設(shè)計

舉個簡單例子：優(yōu)酷APP 在看電視劇的時候，會播放60s的廣告。

對于優(yōu)酷平臺來說，廣告時間長，可以從廣告主那里收取的廣告收益多，如果過度重視商業(yè)化指標(biāo)，那么就需要將廣告時間不斷的拉長，這樣的話商業(yè)化的 kpi 完成了。

但長期來看會帶來一個嚴(yán)重的問題，就是過度從用戶那里獲取利益。導(dǎo)致用戶體驗很差，用戶在優(yōu)酷App 上面留存數(shù)越來越少。

如何平衡用戶體驗和商業(yè)收益？來看高級設(shè)計師的教程！-藝源科技

用戶人數(shù)少了，廣告的展現(xiàn)UV 會變少，廣告費的支付是通過千次展現(xiàn)收取的。長期來看，商業(yè)化的指標(biāo)會降低。

那么針對這種情況如何設(shè)計廣告時長呢？

這樣需要用到3個概念：

  • 千次展現(xiàn)：每1000UV展示。

  • 每分鐘廣告價格：一分鐘1個UV價格。

  • 留存用戶數(shù)：一段時間內(nèi)再次訪問的用戶數(shù)。

假如優(yōu)酷廣告的千次展現(xiàn)每分鐘價格為30元，那么一分鐘的廣告，每千次展現(xiàn)只需支付優(yōu)酷30元。用戶留存人數(shù)，我以簡單的反比函數(shù)表示，即廣告時間越長，那么用戶留存數(shù)越少。

以整個平臺為例，加入廣告時長為1分鐘，平臺日活3000萬。

一個UV 每天看10個視頻，那么每天產(chǎn)生的廣告收益是：

廣告收益=3萬*10*30元=900萬元

如果廣告時長為2分鐘，最近幾天廣告收入會接近1800萬元每天，但是未來七天的用戶留存會慢慢減少。

所以單純設(shè)計廣告時長的話，需要通過公式計算：

廣告時長=千次展現(xiàn)*每分鐘廣告價格*每日觀看視頻數(shù)

通過數(shù)據(jù)推算：廣告時長和用戶留存的關(guān)系，可以得到最佳的廣告時長，所以一個簡單數(shù)據(jù)啟發(fā)我們?nèi)绾巫錾虡I(yè)化產(chǎn)品的設(shè)計方法。

涉及到商業(yè)化產(chǎn)品復(fù)雜設(shè)計，應(yīng)該怎么計算呢？

這里就涉及到灰度版本小樣本數(shù)據(jù)，通過小版本數(shù)據(jù)，可以很好的指導(dǎo)我們做設(shè)計。

例如我們不確定某一個設(shè)計是否過渡商業(yè)化，這時候可以通過小部分放量來測試。例如放量100w，看整體數(shù)據(jù)反饋如何，如果數(shù)據(jù)反饋較好，再全量放開；如果數(shù)據(jù)不好，則優(yōu)化設(shè)計方案，重新放量測試。這可以降低風(fēng)險并讓我們的設(shè)計更好的符合數(shù)據(jù)指標(biāo)。

2. 全局的產(chǎn)品和設(shè)計感決策

這個一般是高層做出決策，提出產(chǎn)品戰(zhàn)略和指標(biāo)，接下來產(chǎn)品經(jīng)理和設(shè)計師按照部署的戰(zhàn)略和指標(biāo)去完成。常見的商業(yè)化戰(zhàn)略即前期搶占用戶市場，只做用戶需求和訴求，提升產(chǎn)品的用戶體驗。當(dāng)產(chǎn)品擴(kuò)大到一定的市場規(guī)模后則開始做商業(yè)化。

數(shù)據(jù)量化做商業(yè)化設(shè)計，容易出現(xiàn)短視，只看重眼前的利益。良好的全局戰(zhàn)略和產(chǎn)品決策可以使產(chǎn)品走得更遠(yuǎn)更長久。


小程序開發(fā)
標(biāo)簽： 商業(yè)價值 商業(yè)模式 用戶體驗
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