User experience refers to all subjective feelings of users when using a product or service. Therefore, in the design process, we should take the user as the center of the design, not just for the design of a product and only pay attention to the functionality of the product design itself.

In life, products with good USER experience design make people comfortable to use, while designs with bad user experience often make people terrible.

Good user experience: for example, we take the subway on time, which is good user experience; When eating Haidilao, they will pack the delicious watermelon for you, which is a good user experience.

User experience is not good design: for example, in life some socket design, a two hole a three hole, can only plug a, very irritating people have, is it so difficult to dislocation and spacing? Another example is the design of mosquito coil incense, which is very easy to break. Every summer, there are several of them, so I’m sorry!

Whether the product design can meet the needs of users can be divided into three points to analyze, mainly usefulness; Ease of use. Satisfaction.

usefulness

Usefulness is the useful design function of a product and also the basic design principle of a product.

In terms of usefulness, we can control in three main directions in this process, namely: basic needs; Expected demand; Excitement needs.

Basic demand

Basic requirements are essential requirements of users, which are considered by users to be essential functions in the product. (These basic requirements are considered necessary by users, but should be considered by users. If there are no such requirements, most users will directly give up and choose other products in the process of using the product.)

For example, orders and commodity functions in Taobao products are basic needs; Chat and address book in wechat are basic requirements, while play page and play menu in netease Music are basic requirements.

Expectant need

Basic requirements are user-intended requirements that the user does not know about, but expects. (This kind of demand is not as necessary as the basic demand, the more expected demand experience in the product, the more satisfied the user, and vice versa, the user satisfaction will decline).

These are aspirational needs, and they are where our products are competitive, so people often talk about whether the product is good or not, usually aspirational needs versus exciting needs.

For example, taobao products can buy cheap products, and meet the description in the details page; Wechat chat voice/video, chat more convenient; Netease concert has song list classification, users will be very satisfied, this is also the expected demand.

Excitatory need

Excitatory requirements are very desirable requirements. (This type of demand satisfaction is high, there are these exciting needs even if not perfect, users will be satisfied, do very good will make users excited; Without these requirements, the user will not behave unsatisfied.

For example, Taobao products can satisfy users’ diversified life and provide users with various life services. Product evaluation page user interaction, convenient users can be familiar with the quality of products; For example, the dark mode in wechat products satisfies the needs of users who want to experience dark mode. For example, the hot comments of singles in music enable us to understand and interact with the stories behind songs and the hearts and minds of song friends.

Ease of use

Ease of use is whether the product is good or easy to use. At the same time, I think the product manager needs to consider the usefulness more, and the ease of use is what our UI and UE need to be responsible for and master.

For ease of use, we can mainly control in three directions, that is: fast delivery; Operating fast; Light burdens make light hands

The product is easy for users to use, and there is no learning cost. The simple idea is to let the user know what I’m going to do next without even thinking about it, and to satisfy their mental model.

Mental models are the assumptions, images, and stories embedded in our minds about every aspect of ourselves, others, organizations, and the world around us. And deeply habitual thinking, set thinking, the limitations of existing knowledge. Simple understanding is to use the product to satisfy our cognitive thinking about the product. Of course, this article only introduces a very small part of the mental model, the main purpose is to let you know more about the mental model, better use them in the future product design.

For example, taobao’s order popup window, Wechat’s red envelope and netease’s music play are all easy for users to use. Even if white users use them, they can operate according to their simple prompts without too many complicated options, which is clear at a glance.

Convenient operation

Convenient operation means that users operate efficiently in using products without too much interference with projects. (This kind of design is generally easy to operate, as much as possible to reduce the interference of the project, add shortcuts, etc.).

For example, the logistics information in Taobao products directly appears in the head of the order without too much interference, which improves the operation efficiency of users to check the commodity logistics information and improves user experience. For example, the function of sending pictures in wechat chat can directly display recent pictures and quickly send them, thus improving the operation efficiency of sending pictures by users. For example, netease Music will pop up a share popup window when taking a screenshot, click to jump;

Less burden

Less burden is usually to reduce the burden of memory, do not let the user tired, for the user.

satisfaction

Satisfaction is simply understood as the pleasure after the user’s needs are met. It’s a relative concept, a measurement between what the user wants and how complete the product is.

Visual sensory stimulation

Visual sensory stimulation is mainly beautiful vision beyond the user’s imagination. UI design is mainly reflected in dynamic effect design, illustration and so on.

For example, the ICONS in Taobao products have dynamic effect and interesting design to improve users’ emotional communication on products. For example, the emoticons function in wechat chat can express the user’s psychology with simple actions, which are both beautiful and fun. For example, the upper right corner of netease Music displays and plays, displaying animation when playing and stopping animation when pausing.

reward

Rewards are designed to reward users for completing some action. Exceed user expectations and delight.

For example, taobao users get naughty value every time they place an order/participate in an activity. If the value reaches 1000, they can buy 88 members, with the original price of 888.

conclusion

User experience design is the most fundamental user-centered design, mainly from three dimensions of perceived usefulness, ease of use, satisfaction to meet the user experience design, but in daily work, because of the complexity of the products, we should adjust measures to local conditions to design, to dig deeper into our own experience design features, the design of the increase their market competitiveness.