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不一樣的角度！設(shè)計(jì)師如何用產(chǎn)品思維提升用戶體驗(yàn)？
時(shí)間：2019-03-18 18:14:57
文章發(fā)布：李陽(yáng)
原創(chuàng)作者：未知
來(lái)源：優(yōu)設(shè)

產(chǎn)品設(shè)計(jì)用戶體驗(yàn)經(jīng)驗(yàn)分享-藝源科技


編者按：今天百度的同學(xué)來(lái)聊聊產(chǎn)品思維，讓設(shè)計(jì)師從產(chǎn)品的角度入手，站在多維度考慮用戶的問(wèn)題、解決方法、產(chǎn)品目標(biāo)和產(chǎn)品營(yíng)銷等，來(lái)看看不一樣的思維能碰撞出哪樣的火花。


當(dāng)想起用戶體驗(yàn)，我們經(jīng)常會(huì)想到一款簡(jiǎn)潔、美觀、易用產(chǎn)品的一系列功能，它讓我們的生活更簡(jiǎn)單。但其實(shí)功能僅僅是產(chǎn)品微小、精細(xì)的一部分。針對(duì)用戶遇到的問(wèn)題，產(chǎn)品試圖通過(guò)多種方法去解決，功能只是這眾多可想出方法的一小部分。從產(chǎn)品的角度思考，意味著多維度統(tǒng)籌思考解決方案，包括特定用戶的問(wèn)題、待解決方案、產(chǎn)品目標(biāo)、產(chǎn)品營(yíng)收等維度。


產(chǎn)品設(shè)計(jì)用戶體驗(yàn)經(jīng)驗(yàn)分享-藝源科技


用戶體驗(yàn)的核心不是一系列功能；事實(shí)上，它是用戶會(huì)為你這款產(chǎn)品買單的原因。Uber用戶體驗(yàn)的核心理念是任何時(shí)候輕松打車（把人帶到城市的每個(gè)角落）。例如倒計(jì)時(shí)功能，能精準(zhǔn)的顯示租車何時(shí)到達(dá)，是擴(kuò)展用戶打車體驗(yàn)的合適功能。但不論倒計(jì)時(shí)功能是否存在，Uber 的產(chǎn)品都能運(yùn)行。而從另一方面來(lái)講，倒計(jì)時(shí)功能卻不能脫離產(chǎn)品獨(dú)立存在（任何時(shí)候輕松打車存在一定必然性）。在功能和產(chǎn)品之間，存在一種單向關(guān)系：功能依附于產(chǎn)品，不能脫離產(chǎn)品獨(dú)立存在。這也是為什么設(shè)計(jì)師應(yīng)該先站在產(chǎn)品角度思考的原因。


“從產(chǎn)品角度思考，而不是功能角度?！?/span>


用戶為什么會(huì)為一款產(chǎn)品買單？


產(chǎn)品的核心用戶體驗(yàn)就是這個(gè)產(chǎn)品存在的原因。它要么滿足了用戶需求，要么解決了用戶遇到的問(wèn)題。從此這個(gè)產(chǎn)品變得有意義，并提供給用戶一定的特定價(jià)值。與之相反，如果問(wèn)題本身并不存在，或者說(shuō)解決方案沒(méi)有對(duì)這個(gè)問(wèn)題對(duì)癥下藥，那這個(gè)產(chǎn)品將變得毫無(wú)意義，甚至沒(méi)有用戶使用。同樣這也導(dǎo)致了產(chǎn)品的失敗。對(duì)于錯(cuò)誤的解決方案，我們可以修正；但對(duì)于本不存在的問(wèn)題，除了重新探索發(fā)現(xiàn)，我們無(wú)路可走。所以，怎樣才能確信知道我們解決了真正的問(wèn)題？唉，任何人都不會(huì)100%確信，但通過(guò)觀察和訪談，我們可以大大減少風(fēng)險(xiǎn)。因此，我們需要發(fā)現(xiàn)問(wèn)題，形成用戶真正想要的解決方案。


“知道自己想要什么并不是客戶的工作” – 斯蒂芬.喬布斯


例如，Clay Christensen曾試圖去提升奶昔的銷售量。他試著讓奶昔的味道更甜，提供不同口味，以及小幅度增加杯子尺寸大小。遺憾的是，這些嘗試并沒(méi)有起到任何作用，直到他開(kāi)始觀察購(gòu)買奶昔的顧客。他發(fā)現(xiàn)為奶昔買單的顧客，其實(shí)是為了讓自己早晨開(kāi)車去上班沒(méi)那么無(wú)聊。奶昔好處，在于它是一種粘稠飲品，且保持粘稠狀態(tài)要長(zhǎng)于其他飲品，更別提它還填充你的胃。而這恰恰是真正的問(wèn)題：顧客對(duì)它沒(méi)有任何想法。Christensen想到了解決方案，讓奶昔更加粘稠，這也導(dǎo)致了奶昔銷售額的上升。


“愛(ài)上問(wèn)題，而非解決方案” — 勞拉·哈維爾?Laura Javier


產(chǎn)品思維：為用戶的需求而設(shè)計(jì)


從產(chǎn)品角度思考，幫助設(shè)計(jì)師建立成功的產(chǎn)品功能。通過(guò)定義產(chǎn)品解決的問(wèn)題，實(shí)際上是在回答 “我們?yōu)槭裁丛O(shè)計(jì)這個(gè)產(chǎn)品？” 。首先定義目標(biāo)人群，思考“誰(shuí)面臨這些問(wèn)題？”；然后尋找解決方案，思考“我們要如何解決相應(yīng)的問(wèn)題？” ，這樣的思路將會(huì)指引我們找到全新的產(chǎn)品功能。設(shè)立目標(biāo)，將有助于衡量這個(gè)功能是否會(huì)成功。


產(chǎn)品設(shè)計(jì)用戶體驗(yàn)經(jīng)驗(yàn)分享-藝源科技


解決痛點(diǎn)


產(chǎn)品變得有意義，在于它提供的解決方案能夠真正解決潛在的問(wèn)題，這個(gè)方案能夠清楚的闡釋出問(wèn)題將會(huì)如何被解決。因此，針對(duì)問(wèn)題的解決方案實(shí)際上定義了產(chǎn)品的核心用戶體驗(yàn)。具體的產(chǎn)品功能可以支持并且延展產(chǎn)品的體驗(yàn)，但核心體驗(yàn)是無(wú)法取代的。交互設(shè)計(jì)和視覺(jué)設(shè)計(jì)可以使產(chǎn)品更加美觀，易用，令人愉悅，確保其在競(jìng)爭(zhēng)中脫穎而出，但它不能使產(chǎn)品本身更有意義。這就是為什么一個(gè)恰當(dāng)?shù)尼槍?duì)痛點(diǎn)的解決方案是產(chǎn)品成功的關(guān)鍵。


產(chǎn)品定義


當(dāng)帶著產(chǎn)品思維時(shí)，用戶體驗(yàn)設(shè)計(jì)師，首先應(yīng)該能夠回答以下問(wèn)題：我們?cè)诮鉀Q什么樣的問(wèn)題？（用戶問(wèn)題）；我們?yōu)檎l(shuí)而做？（目標(biāo)用戶）；我們?yōu)槭裁匆@樣做？（視角）；我們?nèi)绾巫觯☉?zhàn)略），我們要實(shí)現(xiàn)什么？（目標(biāo)）。只有這樣，思考我們究竟在做什么才是有意義的（產(chǎn)品功能點(diǎn)）。


產(chǎn)品設(shè)計(jì)用戶體驗(yàn)經(jīng)驗(yàn)分享-藝源科技


產(chǎn)品思維的力量


產(chǎn)品思維給設(shè)計(jì)師在為正確的人打造正確的產(chǎn)品功能等方面，帶來(lái)了優(yōu)勢(shì)。它有助于設(shè)計(jì)師整體上理解產(chǎn)品的用戶體驗(yàn)，而不僅僅是在交互和視覺(jué)的細(xì)節(jié)功能點(diǎn)上鉆牛角尖。同時(shí)，它確保設(shè)計(jì)師解決真正的用戶問(wèn)題，從而降低做無(wú)用功的風(fēng)險(xiǎn)。無(wú)論何時(shí)我們要開(kāi)始創(chuàng)建產(chǎn)品功能時(shí)，產(chǎn)品思維能夠給出做出正確決定的力量


“創(chuàng)建產(chǎn)品功能很容易，為正確的用戶創(chuàng)建正確的產(chǎn)品功能卻是很大的挑戰(zhàn)”


產(chǎn)品思維確保用戶體驗(yàn)設(shè)計(jì)師發(fā)現(xiàn)正確的問(wèn)題，創(chuàng)建正確的功能點(diǎn)，并且能夠與利益相關(guān)者更有效的溝通。它有可以讓設(shè)計(jì)師可以說(shuō)“不”，并且在添加新功能前會(huì)仔細(xì)思考再做決定。無(wú)論一個(gè)產(chǎn)品新功能何時(shí)被提出，或是某人有了一個(gè)新產(chǎn)品想法，設(shè)計(jì)師在繪制線框圖或搭構(gòu)精美布局之前，都需要想明白這些問(wèn)題：“它是否適合產(chǎn)品？”-“它是否解決真實(shí)的用戶問(wèn)題？”-”用戶是否想要或者有需求？”-“讓我們先想清楚！”這將確保產(chǎn)品的簡(jiǎn)潔和有效。


小結(jié)


以產(chǎn)品角度思考，確保設(shè)計(jì)師為正確的人設(shè)計(jì)正確的產(chǎn)品功能，解決用戶真正的問(wèn)題。它使設(shè)計(jì)師做出正確的決策，是打造“用戶所需”的成功產(chǎn)品的基礎(chǔ)。產(chǎn)品思維讓產(chǎn)品管理和體驗(yàn)設(shè)計(jì)人員建立卓有成效的合作關(guān)系，攜手做出更好的產(chǎn)品。這就是為什么產(chǎn)品思維是用戶體驗(yàn)設(shè)計(jì)領(lǐng)域的下一件大事。

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