User experience design - user psychological feelings and behavior
Function + vision = comprehensive formation
Website 1. Content-based network products 2. Interaction-based network applications
Conversion rate - measure user experience Conversion rate = visitors/registrations (purchase, certification, settlement...)
High-quality conversion - browse → purchase
ps: Xiaohongshu conversion rate mechanism Click rate (the problem is insufficient promotion exposure or insufficient quality), likes, collections and fans ratio (users are just attracted by one of your notes or like your community content)
Five levels (from top to bottom: specific → abstract)
- Surface layer: visual elements (what users can see)
- Skeleton layer: layout list (what users can do)
- Structure layer: logical connection (how to do these things, more efficient, better experience, to achieve the purpose)
- Scope layer: optimize the combination of features and functions (which ones need to be emphasized)
- Strategic layer: the goals and objectives of operators and users
The lower layer determines the upper layer, the underlying logic
The lower layer is completed before the adjacent upper layer is completed, not before the upper layer appears
Strategic layer
- Basic goal - brand recognition (concept system, emotional response, etc., not limited to visual design)
- Establish a good success standard
- User model: The character user can be a virtual image extracted from the research data that can be used as a sample
The character information content and what the virtual image wants to express
Is the avatar important? Virtual person or real person photo?
The detail of the information contained, even involving the visual layout content
Scope layer
- Importance: You know what to do and what not to do so that you will not always be in a cycle and develop without a qualitative goal
- From why, what is → what to do, what content to satisfy
- Strategic layer character image → add scene
- Think about how to prevent bad things from happening instead of deciding that something should not happen
- Specific, clear, use less abstract words (welcome, attention, etc., these words describe data indicators that are not specific, is it the number of clicks? The number of views? The number of comments?)
- Reduce subjectivity - fashion? Whose fashion? (These need to be recognized by a certain group of people, and there will be a lot of possibilities)
Structure layer
- The purpose of creating a conceptual model is not to tell users how to use it, but to make the interactive behavior formed intuitively by them consistent with expectations
- The advantage of an efficient structure should be to accommodate growth and adapt to changes (over time, whether your organizational framework and changes in certain classification methods can be adapted) (In terms of historical records, each platform does have its own management method, such as Douyin and Weibo do not have browsing records. The reason may be that it is not a recording platform software. Perhaps it is more likely to generate records through user interaction rather than simply browsing to generate traces)
- At the structural level, you should identify the critical information that users need, anticipate expectations and incorporate them into the design
- Let users understand your structure - naming principles (description labels, etc.) + controlled dictionaries (use user language and maintain consistency) or more sophisticated word-classifying dictionaries (supplement synonymous expressions, abbreviations, slang, etc., and even broad and narrow expansions)
Skeleton layer
- Interface design: provide users with something to do, element layout
- Navigation design: provide users with where to go, arrangement of guiding elements
- Information design: convey ideas to users, arrangement of information elements (functional products: task-oriented, information products: information-oriented, information design crosses the boundaries of the two and accommodates a larger range)
- Layout and habits, what should be innovated to break the tradition, what will cause trouble to users once it is innovated, remember our habit of using things. At the same time, users with different cultural backgrounds may also have different associations with an infographic, which is easy to confuse concepts, and minimize speculation from different groups of people.
Surface layer
- Visual design, loyal to the eyes-whether the visual landing point matches your strategic goal elements
- Retention and recording of the iterative process of the design system
- The importance of style guides-providing enough details to maintain the direction of decision-making (the standardization and global standards of product brand vision, as well as the specific functions of modules and websites)