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}
				
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產(chǎn)品用著不舒服?教你系統(tǒng)梳理用戶體驗(yàn)問題!
時(shí)間:2019-12-27 09:55:10
文章發(fā)布:李陽(yáng)
原創(chuàng)作者:未知
來(lái)源:互聯(lián)網(wǎng)

很多設(shè)計(jì)師都對(duì)自己產(chǎn)品的用戶體驗(yàn)不太滿意,但是苦于沒有一個(gè)科學(xué)的方法去系統(tǒng)的梳理產(chǎn)品里的用戶體驗(yàn)問題。正好我之前在中心內(nèi)部做了一次用戶體驗(yàn)走查,積累了一些經(jīng)驗(yàn),在這里分享給大家。

一、流程拆解

產(chǎn)品是由不同的產(chǎn)品線組成的,用戶不懂什么是產(chǎn)品線,他們只知道功能流程。對(duì)于一個(gè)金融類產(chǎn)品來(lái)說,主要的功能流程有貸款、購(gòu)買定期理財(cái)、基金、貴金屬和股票等。而對(duì)于12306來(lái)說,它的主流程就是購(gòu)買火車票。購(gòu)買火車票這個(gè)流程又可以拆解為三個(gè)主要階段:查詢車次信息、錄入乘車人信息和付款。

產(chǎn)品用著不舒服?教你系統(tǒng)梳理用戶體驗(yàn)問題!-藝源科技

而這三個(gè)主要階段又可以繼續(xù)拆解為多個(gè)獨(dú)立的動(dòng)作:選擇起始站點(diǎn)/城市、日期、點(diǎn)擊查詢車次、選擇車次、選擇座位等級(jí)、添加乘車人、購(gòu)買保險(xiǎn)、選擇支付方式、付款。

通過產(chǎn)品 – 功能流程 – 階段 – 動(dòng)作我們庖丁解牛般拆解了整個(gè)產(chǎn)品,這樣就可以在動(dòng)作的維度上對(duì)產(chǎn)品的用戶體驗(yàn)進(jìn)行徹底的走查。

產(chǎn)品用著不舒服?教你系統(tǒng)梳理用戶體驗(yàn)問題!-藝源科技

現(xiàn)在很多互聯(lián)網(wǎng)公司都非常重視收集用戶反饋的問題,這本身非常好。但是我們也要明白用戶提的問題具有局限性,多數(shù)都是比較片面的,東一榔頭西一棒,而有些問題是必須要我們站在整個(gè)產(chǎn)品的角度「俯視」才能發(fā)現(xiàn)的。

對(duì)產(chǎn)品流程的拆解和梳理還可以幫助我們從數(shù)據(jù)層面去發(fā)現(xiàn)用戶的痛點(diǎn)。設(shè)計(jì)師經(jīng)常面臨的一個(gè)問題在于沒有數(shù)據(jù)去佐證自己的觀點(diǎn),我們覺得現(xiàn)在的產(chǎn)品很「挫」。于是我們按照自己的想法對(duì)產(chǎn)品進(jìn)行了一次改造,一頓操作猛如虎,產(chǎn)品的日活并沒有得到顯著的提升。例如對(duì)于貸款的用戶來(lái)說,他們可能最關(guān)注的是貸款額度以及放款時(shí)間,至于你們頁(yè)面的交互和視覺設(shè)計(jì)我真的不是很關(guān)心。所以我們可能雖然投入了很多人力,但是沒有觸及用戶的痛點(diǎn),也就等于隔靴搔癢。

產(chǎn)品用著不舒服?教你系統(tǒng)梳理用戶體驗(yàn)問題!-藝源科技

用戶的行為不是以我們的主觀意志為轉(zhuǎn)移的,為了避免盲人摸象,將產(chǎn)品的主要操作流程拆分為小的節(jié)點(diǎn),根據(jù)埋點(diǎn)數(shù)據(jù)去分析每個(gè)節(jié)點(diǎn)的轉(zhuǎn)化率。如果1000個(gè)用戶進(jìn)入這個(gè)流程,最終完成這個(gè)流程的用戶只剩下200個(gè),其中有500個(gè)用戶在節(jié)點(diǎn)M 流失,那么我們就需要針對(duì)節(jié)點(diǎn)M 做出整改。有了數(shù)據(jù)作為引導(dǎo),我們進(jìn)行用戶體驗(yàn)優(yōu)化就可以做到有的放矢。

二、階段

對(duì)于多數(shù)產(chǎn)品來(lái)說,一個(gè)頁(yè)面代表著一個(gè)階段。用戶對(duì)產(chǎn)品的體驗(yàn)是以頁(yè)面為緯度的,他們?cè)谶M(jìn)入一個(gè)頁(yè)面之前會(huì)對(duì)這個(gè)頁(yè)面可能提供的內(nèi)容和功能有一個(gè)期望值,這個(gè)期望值就是用戶的需求。

1. 收集需求

例如,對(duì)于「我的借款」頁(yè),我個(gè)人希望看到「我總共借了多少錢?借了多少筆?總的利息的是多少?最近一期的還款日和金額是多少?」產(chǎn)品A 沒有提供總的利息,產(chǎn)品B 沒有提供最近的一期還款日和金額,用戶要了解這兩項(xiàng)信息必須進(jìn)入每一個(gè)借款賬單去查找,增加了操作步驟,這就是我們需要優(yōu)化的點(diǎn)。

產(chǎn)品用著不舒服?教你系統(tǒng)梳理用戶體驗(yàn)問題!-藝源科技

2. 優(yōu)先級(jí)

收集了用戶需求只是第一步,解決的是頁(yè)面里「擺什么」的問題。接下來(lái)我們還要對(duì)用戶的需求進(jìn)行優(yōu)先級(jí)的梳理,以此為依據(jù)來(lái)建立界面的信息層級(jí),解決的是「怎么擺」的問題。

很多設(shè)計(jì)師都只停留在「擺什么」的階段,以右圖為例,這里借款頁(yè)其實(shí)跟描述需求的線框圖沒什么區(qū)別。產(chǎn)品經(jīng)理負(fù)責(zé)確定這個(gè)頁(yè)面應(yīng)該有哪些信息,設(shè)計(jì)師需要進(jìn)一步思考根據(jù)這些信息的優(yōu)先級(jí)來(lái)建立界面的信息層級(jí)。用戶在進(jìn)行借款信息錄入的時(shí)候,最主要的需求或者說操作就是錄入借款金額,因此我們需要最大的視覺權(quán)重予以凸顯。

產(chǎn)品用著不舒服?教你系統(tǒng)梳理用戶體驗(yàn)問題!-藝源科技-藝源科技

3. 時(shí)機(jī)

「怎么擺」需要解決的不僅僅在界面布局上的問題,我們還要考慮 timing。同樣的信息出現(xiàn)的時(shí)機(jī)和場(chǎng)合不一樣,結(jié)果也不一樣。我們需要讓用戶在正確的時(shí)間看到正確的內(nèi)容。

在知乎的搜索結(jié)果頁(yè)中,用戶剛開始進(jìn)入是沒有「向知友提問」按鈕的,但是當(dāng)用戶滑動(dòng)3屏之后,會(huì)從底部彈出這個(gè)按鈕。因?yàn)橛脩粢坏┗瑒?dòng)了3屏,那么我們可以大致判斷用戶對(duì)于這個(gè)搜索結(jié)果不滿意,所以我們可以邀請(qǐng)用戶去提問。如果一開始就出現(xiàn)這個(gè)按鈕,我們不確定用戶是否需要提問。如果不需要反而會(huì)對(duì)界面信息造成遮擋,減少了用戶的閱讀區(qū)域。

產(chǎn)品用著不舒服?教你系統(tǒng)梳理用戶體驗(yàn)問題!-藝源科技

以購(gòu)買保險(xiǎn)為例,12306的處理辦法是進(jìn)入訂單支付頁(yè)直接詢問用戶是否購(gòu)買保險(xiǎn),而飛豬是展示保險(xiǎn)的商品選項(xiàng)。直接詢問,用戶要決定的是「買不買」;展示保險(xiǎn)選項(xiàng),用戶決定的是「買哪個(gè)」,高下立判。

產(chǎn)品用著不舒服?教你系統(tǒng)梳理用戶體驗(yàn)問題!-藝源科技

三、動(dòng)作分析

對(duì)用戶的動(dòng)作,我們主要從易用性上進(jìn)行分析。易用性的優(yōu)化方向總結(jié)起來(lái)就是以下三點(diǎn):

1. 更少的操作次數(shù)

同樣的省市區(qū)錄入,飛豬用戶只要打開1次底部動(dòng)作欄,而12306中卻需要打開3次。讓用戶用更少的操作去完成信息的錄入可以提升用戶對(duì)于產(chǎn)品的好感度。

產(chǎn)品用著不舒服?教你系統(tǒng)梳理用戶體驗(yàn)問題!-藝源科技

沒有事先告知用戶密碼的格式,導(dǎo)致用戶密碼設(shè)置不符合規(guī)范,報(bào)錯(cuò)之后才提醒用戶。這種亡羊補(bǔ)牢式的處理方式人為的增加了用戶的操作次數(shù)。

產(chǎn)品用著不舒服?教你系統(tǒng)梳理用戶體驗(yàn)問題!-藝源科技

2. 更少的移動(dòng)范圍

動(dòng)作A到動(dòng)作B,雖然操作次數(shù)只是一次,但是拇指的移動(dòng)范圍我們需要考慮在內(nèi)。同樣的刪除確認(rèn)操作,用戶的拇指就停留在當(dāng)前的歌曲項(xiàng)還是移動(dòng)到界面中央的彈框,對(duì)用戶的感知是不一樣的。

產(chǎn)品用著不舒服?教你系統(tǒng)梳理用戶體驗(yàn)問題!-藝源科技

3. 更模糊的落點(diǎn)

目前很多產(chǎn)品都引入了滑動(dòng)手勢(shì),網(wǎng)易云音樂用戶滑動(dòng)就可以直接查看歌曲評(píng)論,而以前只能點(diǎn)擊評(píng)論圖標(biāo)查看評(píng)論。滑動(dòng)的優(yōu)勢(shì)在于更模糊的落點(diǎn),點(diǎn)擊動(dòng)作要生效落點(diǎn)必須要在對(duì)應(yīng)的范圍內(nèi)。而滑動(dòng)手勢(shì)更多是全屏操作,只要你的拇指落在屏幕內(nèi)就能生效。

產(chǎn)品用著不舒服?教你系統(tǒng)梳理用戶體驗(yàn)問題!-藝源科技

當(dāng)然這并不是要求我們要把點(diǎn)擊手勢(shì)全部換成滑動(dòng)手勢(shì),不現(xiàn)實(shí)。但是我們可以根據(jù)這個(gè)思路,去優(yōu)化產(chǎn)品的易用性。下圖中按鈕間距過小,用戶如果想展示密碼明文,很容易把輸好的密碼給刪了。就算對(duì)于某些大屏手機(jī)來(lái)說,用戶也必須要仔細(xì)的控制落點(diǎn),非常的不方便。

產(chǎn)品用著不舒服?教你系統(tǒng)梳理用戶體驗(yàn)問題!-藝源科技

總結(jié)

以上就是我對(duì)用戶體驗(yàn)自檢的總結(jié)和分析,希望可以幫助到大家。


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