Thick accumulation and thin hair, "thick accumulation" is the system ability, "thin hair" is the surface presentation, that is, the user experience.

First of all, the five elements of user experience

1, perception layer

2. Role framework layer

3. Resource structure layer

4, ability circle range layer

5, strategic existence layer

The core strategic existence layer is that these two issues must be made clear before starting to make any products. You need to put them on the wall to ensure that everyone in the project team knows and agrees that you can exist, not because you are good, but because others need you and can rely on you continuously.

1. What do we get from this product?

2. What do our users want from this product and why do they rely on us?

The extension of the strategic layer is the second layer-the capability circle. Capability circle determination:

What we want to do and what kind of certainty we want to provide.

We will do nothing, and we will never touch these things.

Beyond the competence circle is the third layer-the resource structure layer.

Mao Zedong defined "resources" in one sentence, that is, "who are our enemies and who are our friends".

Building resources is certainly related to ability, but it is more related to strategy.

Beyond the resource structure layer is the fourth layer-the role framework layer. ? Being used for websites is a framework, and being used for the world is a role.

A framework is how many elements each page needs, and what are their link relationships and calling rules. When you open any web page, all the contents and functions you perceive in the perception layer are framed in this frame.

Beyond the role frame layer is the fifth layer, which is the most superficial layer of perception.

We all know the perception layer, color, sound, smell ... Of course, the perception layer is very important, just like handsome men and beautiful women, people who dress up carefully will always win the first favor.

However, if you can't find what you want on a well-designed website, you can't achieve your goal. But the problem you want to solve is solved on the website with very simple page design and slow opening speed. Which website do you think has a better user experience?

Falling in love, looking at people and buying products are all the same, paying attention to the most superficial user experience.

Marriage is similar to equity investment, and the innermost three layers are more critical: one's self-setting, the construction of ability circle and the construction of resources.

To make a product is to make a thing, so that it can become a kind of existence in some people's lives and work.

Looking at a person means that I know what kind of existence the other person wants to be, and I agree with the sense of existence he wants. And stand in this person's position, accept this person's shortcomings, help him, and achieve him.

The strategic level is the core element, that is, interdependence, knowing the needs and knowing the needs; The ability layer is a trade-off, deciding what to do and what not to do; The resource layer is to integrate and determine friends and enemies; The role frame layer is professional rules and shallow behavior rules; Perceptual layer is the first impression of appearance and clothing.

Second, draw a user experience map.

User experience diagram is to record the whole process of contact, entry and interaction with products or services by drawing a diagram and telling a story from the perspective of a specific user.

1. A portrait of a person is complete:? Record the whole process of using products by a specific person or group.

2. clearly describe the user's goals and expectations:? Find out what the user's goals and expectations are. For example, what problems he wants to solve and what tasks he wants to accomplish with this product.

3. Service contact person:? From contacting your service to achieving his goal, what kind of contact will the user have with you on the product? You need to serve users in these places.

4. User use path:? What is the relationship between using paths and service contacts? The process of users visiting IKEA is to use the path; Ask IKEA staff to get free information before the box is a service contact.

5. User's emotional curve:? Scenes should trigger emotions. How does the user's mood change during the whole process?

How should product managers describe goals, contacts and emotional curves when communicating? User stories should be used.

What is a user story? User stories are why users choose this product, what scenarios they want to use this product, and what goals or tasks they want to achieve. Because many users are not Daming, they can clearly search for the products they want, and stupid users need to understand the products through stories to achieve their tasks. This user story is such a path to save users' choices.

The data is just the result. Everyone's interpretation of these data is definitely different, and each has its own reason and logic. Everyone holds data and logical PK, which is actually hard to convince.

In user research, it is not important to collect data piecemeal and prove yourself right or wrong with data, but to build a representative story.

3. Core elements of service design blueprint: peak value and final value.

The blueprint of service design is to solve the problems of resource structure and role framework.

The user experience diagram is centered on the user's emotion, and the service blueprint is centered on the service process. Ensure the core experience of users at the best overall cost and ensure that the system does not collapse.

The service blueprint should be one appearance, one road and three points.

What is it at a glance? ? That is to say, the product should let users see their goals at first sight. For example, Keep will ask users, what is your goal? Reduce fat and gain muscle or shape? Fitness is not a goal in itself.

What is a road? ? That is, the product should have a clear path to let users know how to use your service to achieve or approach their goals. Users can't go on, which is the collapse point of service process.

What is three o'clock? Peak value, final value, endurance bottom line.

Let's start with the bottom line. ? Cost control is the duty, but it can't challenge the bottom line of user patience.

The peak and final values were put forward by Daniel Kahneman, a psychologist who won the Nobel Prize in 2002. He found that everyone's memory of the experience is determined by two core factors:

First of all, when you experience the highest peak, whether it is a positive peak or a negative peak, you should be able to remember it.

The second is the feeling of ending.

After experiencing a thing or a product, all you can remember is the experience at the peak and the final value. Everything in the whole process is good or bad, and the length of time has little effect on memory or feelings.

The core of designing the service blueprint is to let you allocate your resources and arrange roles at the joints under the condition of limited resources, so as to ensure that the overall service path will not collapse and try not to press the bottom line of users' patience. Then try to concentrate resources, create the peak of experience, and finally make a beautiful little tail to experience the ultimate value.

4. Addiction mechanism: user incentive system

The motivation is to complete the predetermined action and give him satisfaction. And let him know that he can be satisfied by completing the predetermined action.

Pull your needs, then give you satisfaction and make you feel good. The combination of uncertain cool points and determined cool points is the emotional curve of user experience diagram.

How to motivate users?

When you want to motivate a person, think about whether it is internal motivation or external motivation that really works on this matter. Which line should you pay attention to? Which line should I focus on? External motivation or internal motivation?

Internal motivation is a way for people to find their own feelings, deepen and do things well. A person's internal motivation is not only his own origin, but also the stimulation, extrusion and recognition from the external environment.

External motivation is a very powerful tool to change users' behavior in a short time.

The two elements of the incentive system are "incentive point" and "incentive ability". Firstly, the user's incentive points are mapped, that is, how many points the user will be motivated. Secondly, clarify the acquisition ability and try to lower the threshold.

The design of addiction mechanism is the design of user incentive mechanism.

To motivate users, you need to consider how to motivate them alternately with external incentives and internal incentives. Design your incentive system, set up a series of incentive points for users to make users feel a sense of accomplishment, clarify users' acquisition ability and lower the threshold.

Five: Name and word of mouth

what was the name? The name is summoning. People have been exposed to your name before they touch you or your products, and your name precedes the experience you give users. The name is your connection with the world.

Names are subjective, so they have emotional temperature, cultural prejudice and cultural assets. When you want to name a name, you should know that you are looking for a spell. Through this spell, you and your partner summon your product together and summon it to the world from scratch.

Judging whether a name is powerful depends on what kind of emotion it can evoke in the other person's heart.

Word of mouth is what you say when you do those excessive things and others want to pass them on. Word of mouth means that you have to say something for the consumer and then let him say it.