How to build a complete link designer

In 20 17, Ali began to recruit full link designers, which triggered a lot of discussions in the industry, and some even predicted that the position of UI designer would be gradually replaced. Have you seriously thought about why the position of full link designer appears in a big company?

The following is my opinion:

1. As far as "design" itself is concerned, as Kenya Hara, a master designer, said, "Relying on design skills alone is not a sufficient reason to become a designer. A real designer should be able to enrich the concept of design. " Post and work content should not be the reason to limit the development of their design ability. Constant thinking and re-creation are the basic qualities of a designer.

2. From the production process of App, according to the analysis of user experience, "user experience design" runs through the whole process of product function design-operation scheme design, and any link has an impact on user use. However, in most company processes, the designer's intervention time is relatively late.

Full link designers are more in line with the requirements and positioning of modern design for "design". In the process of App production, we can participate in the overall situation more reasonably, realize low-cost communication and cooperation, implement practice efficiently, and optimize user experience while completing product requirements.

The following examples are used to analyze how to add product function planning, scheme statement and communication from the beginning of the project to achieve effective project promotion.

Dr Phillip Phillip Zimbardo, a psychologist at Stanford University, believes that there is so much information at the fingertips that it can be easily obtained, thus speeding up our biological clock. He once told the Huffington Post reporter: "Technology makes people lose patience with things that take more than a few seconds to complete."

This makes the progress of science and technology bring great convenience to life in the current Internet age. At the same time, users are demanding more and more technology, and social interaction is unconsciously labeled as follows.

Forum -BBS, as an important PC communication platform that rose in the 1990s and was born after 1980s/1990s, has long and detailed posts and numerous messy posts. Copying the interactive mode on PC at the time of information explosion can not meet the needs of users conveniently and effectively. How should the "forum" be transformed on mobile phones? Let's take a car forum as an example to share the exploration of strengthening social attributes in forums on mobile apps.

1. demand function analysis

The forum of XX car platform App needs to enhance social interaction, such as enhancing user activity, improving the forum's problem-solving ability and attracting more young new users, but the current page status limits the realization of these services.

The refinement is in the following aspects:

1. 1 ? First screen structure: after users open the forum page, they jump directly to the forum they often go to, resulting in low page utilization.

1.2? Content form: information list style is the main style, and the forum attribute is not clear.

1.3? Interaction mode: the communication entrance is hidden deeply, and the user communication cost is high.

…

In view of the above factors, this App needs to re-plan the first screen structure and establish a new content form and interaction system to meet the stronger social needs of merchants and users and cultivate new user behavior patterns.

2. User psychological analysis

Donald A. Norman, the author of Design Psychology, mentioned in his book that "an important link in design-the designer combines people's understanding with the understanding of project functions." Good design begins with the integration of functional needs and users' psychological needs.

According to the statistical data, the age and behavior of users are divided, and the users of this App are divided into the following three categories:

After 80, a loyal user of this car App forum module.

The main characteristics are: habitual behavior, don't like change, like simple and easy-to-use things. Rule definers are experienced in automobiles, and most of them are problem solvers. Most users have big V accounts and fixed social circles.

After 85, active users of this car App forum module.

The main characteristics are: keep pace with the times, don't like waiting, and prefer efficient and fast things. Tool users, who have a clear purpose in using App, are mostly problem initiators, pay more attention to "buying a car" and "using a car", and their social circle loyalty is not high.

After 90, the target user of this car App forum module.

The main characteristics are: irregular behavior, dislike of tradition, and love of fashionable and fresh things. Those who break the rules have a strong desire to express and voice, are eager to be noticed, and are better at making friends on the Internet.

In view of the psychological characteristics of the above user groups, based on the psychological demands of users, improving the functional requirements of this App to strengthen social interaction is the original design intention of this optimization scheme.

According to the research of Weber's law on users' psychological behavior, subtle changes and relatively small differences in the original things have less psychological impact on users and are more easily accepted by users.

This scheme proposes to introduce a new peer-to-peer content channel "circle" while retaining the original "forum", and infiltrate new content structure and interaction mode into users on the premise of respecting the behavior habits of old users. Create a new social atmosphere and attract more young participants.

1. Rebuild the first screen of the forum module to improve the utilization rate.

Through the analysis of the previous revision data, combined with the theory that the first screen affects the user's conversion put forward in the book "U Little Material". This scheme optimizes the structure of the first screen, as shown below:

First, the horizontal structure division

The left side is adjusted to the reading information area, and the title, auxiliary information and user information are all concentrated on the left side. Adjust the right side to the operation behavior area, and adjust the user behaviors such as view more, menu selection and switching to the right side. It is convenient for users to operate and at the same time realize the effect of not blocking important information.

Second, the vertical structure division

Firstly, according to users' psychological characteristics and operating habits, the content weight display is sorted from top to bottom.

Secondly, on this basis, functional areas are divided. The upper left corner is the important information area and the emotional operation area of the forum module, which is used for location information notification and operation communication. Two-thirds of the screen height is a hot spot for gesture operation, and operations such as sliding left and right and clicking are concentrated in this area.

2. Customize the first screen and use big data smart recommendation.

According to the user behavior pattern data, the user operation frequency and residence time are analyzed, and the home page of the user forum module is intelligently defined as "forum" or "circle", which can guide users to use "circle" while saving user operations and cultivate new behavior patterns of users.

1. Content form: change the PGC of the traditional forum into UGC.

Circle: The content forms are mainly short articles and pictures, which are more attractive to users, convenient for users to consult and conducive to the dissemination of information. At the same time, video, audio and other content forms are added to enrich the diversity of users' browsing and problem solving.

According to the Annual Report of 20 17 cmnet, Weibo, WeChat and QQ Space are the daily use apps of the post-90s generation, with the highest frequency and popularity. The content forms of these three apps are mainly short articles and pictures.

2. Interaction mode: increase communication mode and expose the entrance.

Circle: In this scheme, the "circle" is divided into multiple dimensions according to the usage scene and operation frequency, and three communication modes are introduced.

First, attention+private chat, one-on-one communication

Users can follow the publisher and find the current publisher on the My Follow page for private communication. Considering that "private chat" is not the daily needs of most users, and in order to ensure that users are not disturbed frequently, this communication method is appropriately weakened in this scheme.

Second, publishing, one-to-many public communication.

This way is the main output mode of "circle" content, and it is also the entrance to show yourself and ask questions to other users represented by the post-90 s group. But according to popular psychology, users will not publish articles frequently. So this is the communication mode that encourages users and restricts users at the same time in this scheme.

Third, mass communication for a single content.

"Comments", "likes", "collections" and "sharing" are the lowest-cost ways to communicate with users, and most of them are accepted by the public. For example, the segment players of Netease News and Netease Cloud Music are mostly produced in the comment area, which is also the highly recommended mode of communication in this scheme.

The above content will explain in detail what a circle is, and it is also an attempt to facilitate users' independent communication, mobilize users' sense of participation and cultivate users' sense of belonging.

1. Scenario simulation, from the issue process and the result of solving the problem analysis:

Use scene simulation 1:

Jony J, the user, had a small problem in the process of using the car and needed help.

There is a problem:

1. The publishing process of the original forum is complicated.

2. The content published by the original forum is only displayed in the current forum list, and only for the users of the current forum.

Conclusion:

The publishing level of the circle is simpler than that of the original forum; The exposure level takes precedence over the original forum; There are more problem solvers in the original forum.

Using Scenario Simulation 2:

The user needs help when purchasing vehicle A or vehicle B.

There is a problem:

1. Most owners of the forum where vehicle A or vehicle B is located do not know the performance of the other vehicle.

2. At present, the subjective suggestions of forum owners cannot give objective answers.

3. Users need to post questions twice in the forum where the two vehicles are located.

conclusion

The circle is aimed at a wider range of people, which is conducive to the objective answer of questions and does not require users to publish it twice.

2. Page analysis, from the level of communication and the efficiency of information viewing:

Conclusion:

The process of publishing messages in communication is more concise, and the prompt method when receiving messages is more direct, making it easier to check the original information. There is no need to switch pages during communication and the acquisition of communication results.

The forum hopes to add social attributes to meet users' demand for mobile instant messaging and rapid dissemination of information. It is necessary to introduce new content and interactive form-"circle". At the same time, the essence and professional content of the original forum should not be covered by the "circle" that strengthens social attributes. Therefore, this scheme proposes that "forum" and "circle" are channels at the same level, and intelligently recommend the "forum home page" that users need more through big data analysis.