When we enter the daily experience design process, methods such as user interviews, competitive product analysis, and usability testing are carried out under most of the standard processes, and this is only done by a relatively standardized team; Prior to this, more intuitive and empirical judgments were used for design.
But even so, it is impossible to directly determine "which scheme is better?"; this makes the derivation of the design scheme subject to a certain degree, especially in C-side projects.
For some hidden concerns or doubts in the design review process, such as:
Is the iterative direction of the design solution correct? What is the motivation for iterating? Why must it be changed?
Design scheme abc, which one is better? Where is the good?
Under conditional or non-0-1 projects, we must cultivate our own data awareness, regard experience design as a kind of "scientific experiment", find problems from factual data, find out the essence of the problem, and finally verify the effectiveness of the scheme; this This kind of awareness requires some patience for non-science students, but it is essential for us experience designers.
So how to implement it in practice? After a summary and analysis combined with the double diamond model and the 5 guide theory, a process framework is summarized:
And if it is a 0-1 project or the early exploration stage of product growth, it is not impossible to use the above process, mainly because different methods and strategies need to be used in the early stage.
The current product platform is already a mature product with a relatively large volume. On the one hand, users have gradually developed inherent habits, which are not suitable for drastic iterative optimization of large versions; on the other hand, based on data research, small experience revisions are more Data validation is easy.
Taking a recent project on loan-installment repayment revision as an example, according to the above framework process, explain how to analyze and optimize the revision from the data in this process.
(At present, in our team, the larger the iteration of functions or versions, the more links there are for preliminary research and analysis, and the cash loan installment repayment process in loan products is relatively simple, so only the plan a/ b test and data research verification.)
1. Clear demands
Clear appeal is not only an essential feature of experience design, but also graphic design and visual design.
The basic requirement for measuring the value of design is to solve the problem, and the pain point of the problem is often the final manifestation of the appeal; clarifying the appeal is the first step, but the concept of business appeal does not seem to be so well defined.
But according to the description of the five guides, first of all it should contain the following four parts:
Precisely positioned target users (more mature products have basically explored the target user group to be served);
Advocate the core value brought to target users (solve some pain points of users, and then repay in installments as an example to relieve short-term economic pressure);
The realization method of value (the realization of financial products will not be discussed in detail here);
Value realization strategy (primary experience and product strategy).
Secondly, we make it clear that the appeal not only needs to obtain the essential background and pain points of the problem from the business side, but also actively collects and summarizes the data, and obtains the underlying logic of the appeal from multiple perspectives (users).
This involves the analysis and sorting of data, especially for e-commerce, big data platforms, and various types of user-facing businesses. consumer email list We need to establish indicator dimensions from a series of data such as buried point data, analysis platform statistics, background reports, etc., set key measurement scales, and analyze consumer email list the concave and convex points of the project; in this process, I need to use target thinking as the direction and combine the structure Transform thinking to dismantle and extend the needs behind the phenomenon.
(Recommended analysis methods: PEST analysis method, 4P marketing theory, DuPont analysis method, pirate model and variant analysis, logic tree analysis, I will not go into details here, and there will be related articles to expand in detail later.)
Returning to cash loan installment repayment, installment repayment is not only a way of life for users to solve economic pressure in the short term (user value); it can also increase the company's profit space (commercial value) through installments.
The installment business is the core of the company's business. Optimizing the user's installment experience and reducing the overdue rate of user repayment are important core indicators, and the core appeal of this demand is to reduce the overdue rate of user repayment.