Perhaps many of the first time to hear the word workshop partners do not understand what it does, of course, if you are a designer, it is necessary to understand what the workshop, because in the age of the Internet, you will find more and more design groups, or small or large professional designer activities are more and more use this method to stimulate the creativity of the participants, efficient and focused on a subject in-depth, to stimulate the creativity of the participants, to stimulate the creativity of the participants, to stimulate the creativity of the participants. It's a way to stimulate the creativity of the participants and to focus on a particular topic in a more efficient and focused way.
The goal of this workshop is to quickly design a valuable product or solution/process that solves a problem in a specific scenario in 6-7 hours. In the shortest possible time, designers will be able to understand what steps a product or an implementable solution needs to go through, what problems it will encounter, and what adjustments we need to make to the pace at different stages of the project. How to use the most appropriate methods and ideas to solve the problem in each step of the early stage, and even in each member of the team with different professional backgrounds and experiences, what methods should be used in the cooperation and division of labor in order to make the project go forward better.
Since it was my first time to participate in such an interactive design activity, it was challenging to quickly design a product from scratch in a short period of time, but in the end, the whole process came down to a more comprehensive understanding of the design, the product, and my own capabilities and strengths. So I'd like to borrow this activity review summary to share with you our design methodology, thinking, experience and final output in this workshop, summarizing how to quickly learn to design a qualified user service experience process in a 6-hour workshop.
We started by drawing lots to determine the members of each group, and the 32 students were divided into five groups, with 5-7 students in each group.
Many of the students were visual designers, some were non-interactive designers, and some were product managers. Everyone has a different background and experience, but most of us have never been involved in the process of building a product from scratch.
The next step was to determine the topic for each of our groups. It was stipulated that members of each group write down three key words on three sticky notes for specific objects, which are: 1. person (who) 2. time (when) 3. place (where). A *** write down three groups, this time is completely random to write, do not need to think so much, think of what people write what people, think of what time on what time, think of where on where, because no matter what you write, the last will be collected and disorganized and reorganized, in the form of drawing lots into the hands of the other groups.
These three sets of keywords all seem to be in harmony, right? That's because we set up these keywords in their own time are in accordance with the normal life scene and habitual logic to design these information. But what kind of reaction would happen if you took apart these beautiful words of solidarity and love and reorganized them with the keywords written by the other groups of students?
Three students each collected a keyword, and then all the post-it notes with people, times, and places were assembled, and the five groups were asked to pick one keyword from the pile to make up their topic for the day.
Our topic was: pregnant women, six o'clock, supermarket.
Of course, our normal thinking is: 6pm is the rush hour, a pregnant woman would not go to such a noisy and dangerous place as the supermarket during such a crowded time, she should shop online or let her family take care of her, etc. But ideal life is easily changed by reality. But the ideal life is easy to be rejected by the reality, there are problems in life is the norm, so the need for designers to design more intimate services and more humane experience to improve these imperfections.
We quickly identified our user group: pregnant women, a very representative group. In the eyes of those of us who have not experienced being a pregnant woman, pregnant women have obvious characteristics: they are picky about what they eat and drink, they have limited mobility, they are emotional, they are vulnerable, and they need to be cared for. But these are just one-sided information that we see from an observer's point of view; more needs need to be met from real users. That is, no matter how much you think you know about the user, it is all an illusion, from the user's point of view it is possible to know the user's real needs.
We first elected a student from each group to simulate the user to other groups to participate in the research, the cycle of walking around twice, each interview time control in 5 minutes. The work of user research in the time control and language design is the existence of certain skills, here I do not do more details, interested in some of the major domestic companies can go to see how the user research process is carried out.
Regarding simulated users, our group was lucky to have two male "pregnant women". After all, this is a simulated classroom, and it's impossible to find the right group of users in a small group of twenty-three.
However, it is essential to collect real user requirements, so we assigned the research tasks to the team members in this way: one primary researcher (me), two secondary researchers (Guoying and Onion) to supplement the questions and write down the key information and pain points. The two online researchers (Xiao Lin and Da Wang) conducted interviews with pregnant mothers they knew through WeChat and Buckle Chat.
The first interviewee was a 28-year-old three-months-pregnant pregnant mom, Jiji, who was working. Because the research students and the interview user is a friend, so the whole process, the user expressed the information is more of their own physical discomfort at this stage, on the diet of the helpless, from the psychological level to express a kind of want to talk about and desire to be concerned about the needs. In the shopping mode more inclined to online shopping, we deduce that the demand behind is "convenient and fast", in the choice of nutritional products, the pregnant mother is more willing to trust some foreign products.
Here I will analyze the interviewer's conversation record, just for reference.
The second research object is 20-year-old young pregnant mother Ping, currently seven months pregnant. Engaged in the work of the Internet education industry, online customer service, so the current stage is still working, the office is at home, family conditions are better, the economy is more generous, her husband and family care for her more in place, so the mental pressure and economic pressure is less, usually shopping supermarkets are not too much, the main shopping channel is Taobao, usually like to be similar to the Po Po Tree such as the pregnant mothers of the community to understand the relevant information on childcare. The first is to make sure that you have the right information for your child's needs.
Through the interview we can get the information about her is due to the pregnancy belongs to the middle and late stage, the action is not very convenient, the family's care is also better, but even so, she will choose to try to buy their own goods, like to visit and parenting-related posters and communities, in fact, this is every pregnant women or female users will have a group psychology, even if there is a loved one's care and companionship, pregnant women still prefer to be able to get the information from their parents. Even if they have loved ones to care for them, pregnant women tend to get information and experience from people with the same attributes, and the ability to communicate and share on an equal footing is also a psychological need for them.
Because of time constraints, each user's research time must be limited to five minutes or less, so when interviewing users, try not to use guiding language, when the user has their own particular point of view, more encouragement and patience to listen. Finally, when we sort out the information in these interviews, we can actually find the psychological needs behind the user's own situation for a detailed understanding of the situation is also conducive to our analysis of the motivation of user behavior.
The basic information about the user and the initial analysis of the work we have done in the required 20 minutes, the next step is very critical.
What is a pain point? Take the most common clothing, food, housing and transportation in our lives as a case study, we usually in the clothing store is always unable to buy their own good-looking clothes, every time you see a TV series heroine wearing a certain turnover rate of three hundred percent of the tweed coat is always special want one, but can only sigh and look at it, the feeling of wanting to be in front of you, but always far away, which is our pain point, so, Taobao came, it solves our pain point. Taobao came, it solves our female users want to buy anytime, anywhere to buy the pain point. Out of the car can not hit the car, waiting for a car is a few hours, the driver's attitude is particularly bad, driving is moncler outlet online, we can only silently lament the difficult to travel, difficult to buy a car. These pain points, drops and Youbu for us to solve,
We still return to our topic today, analyze our protagonist pain points in where.
It is especially important to emphasize here that although we have researched real users and collected some information through ten-minute online interviews, it does not mean that our next work is to continue our process with the results of the information from these two users as support. There are still three main directions that we can't deviate from: pregnant women / 6pm / supermarkets
So just because the two users we researched shopped online doesn't mean that our project is pointless.
Their use of online shopping is a good solution to their offline shopping pain points. However, the pain points of offline shopping still exist, and the demand for supermarket shopping still cannot be completely replaced by online shopping. Therefore, we combine the theme and user research with our own observation of pregnant women in their daily lives to come up with several key pain points:
When we analyze all the pain points in this process with time and scenarios, we can make a user experience map to show the user's emotional and physical experience in this whole process. emotional experience changes during this whole process. That's what we're doing in step 4: making a map of the user's emotional experience.
Let's start by talking about why we use UX maps and what they do.
First po a few more professional UX maps to let you feel it!
Allow me to insert a photo of me drawing a UX map on the day of the event, I want to express that: because of time constraints, my UX map is a minimalist version, but it is already clear that the user interacts with various events throughout the entire process of the change in the emotional experience. So after personally experiencing the method of drawing, I feel that UX maps can not only clearly expose the problem, but also quickly improve the efficiency of the work, the key is interesting, but also be able to elevate your design style. （
Making a UX map is easy, just look at the picture
At the end of the day, we have a UX map. At the same time, we have also roughly determined the direction of our design: what we want to do is not only limited to an app product, but to optimize the whole supermarket service experience process, and add some related application design to make the design of the service process more humane, intimate and convenient.
After determining the general direction, we need to start searching for competitors. This part is not necessary to carry out in-depth research, but we need to quickly extract the advantages of competitors, to the user to create a cool point of how high the intensity.
In fact, at the beginning of the time we did not set a clear direction, we even still use the inertia thinking to think: which one in the market to use the APP can solve these problems, the United States group? The supermarket shopping navigation app? Meow Street (a help you take the number queue, and enjoy the major shopping malls preferential information o20 mobile application) how? How about Feifan? Circle in the inside can not be extricated. Later, a small friend of our cocoon-like bound thinking a rip, remind us that: "we want to solve the problem for our users is in the supermarket, such as an app can solve the problem, then the user still need to be set to the supermarket this environment? I think we've run too far and forgotten why we started."
So in the end, our competition shifted from a touchable, visible, and actionable mobile app to the design of an experiential service process. Our competitors became: Ikea's scenario-based shopping experience, Haidilao's extreme user service, and even some facilities and services designed for special groups. After we identified these competitors, we understood the significance of the design of this topic, and we finally returned to the most essential way of design: to solve the most critical problems for special groups of people, and to achieve the greatest user value with the most implementable solutions.
The warmth and thoughtfulness of IKEA always makes you want to move all the related products home immediately in the showroom with real scenes as the display layout, and at the end of the shopping, the $2 cone and $1 meatball always make you feel that the mood of the day is all in pink.
Favored such as the bottom of the sea, you want to take away half of the watermelon, he will give you a complete and intact. There are also bathrooms designed for the elderly, weak, pregnant and disabled, and low-countertop sinks for children. Slowly the idea opened up, before in the life of the collection of those beautiful details and impressive design can be retrieved.
Then we need to analyze the competitors and the user's pain points combined with each other to brainstorm different demand scenarios. This is a critical process, because a lot of good ideas, wild ideas are emerging at this stage, so whether your team members say you feel illogical and rational program, do not interrupt and deny, do not use "NO" but suggest using "YES! AND..." Then we'll come up with a lot of ideas and write them on sticky notes, one idea per sticky note, and we'll get a wall full of ideas and more.
Then we will be all the requirements of the function point Integration, deletion, reorganization, according to the user value and technical difficulty to achieve the coordinate axis to arrange the coordinate position of each demand point,
Set the most important reason for this coordinate is that we can not be blindly pursuing the solution to the feasibility of ignoring the problem, in the design of a demand point at the same time to take into account the cost and value of the balance, to solve the problem for the user at the same time, the cost of the solution to the problem of the user, and the value of the solution to the problem of the user, and the value of the solution to the user. The most important reason for setting this coordinate is that we can't just pursue a solution and ignore the feasibility of it. In most cases, design is driven by emotion and leveraged by reason. Only by balancing the two is it possible to create a mature, non-idealized design that can be implemented on the ground.
After going through the first few indispensable steps, step by step to advance, we need to summarize all the options, and think about a few questions:
This is probably all the products or services in the beginning of the planning needs to be taken into account, otherwise why do you want to go back again and again after strolling through the Ikea, even if you do not buy anything, or why the bottom of the sea you have not yet been, and heard countless around you! Have not been there, I heard countless friends around the recommended you to try. Well, we need to hold such a sentiment to do the design, it is possible to do it well.
Finally, we can give an idea from these three key issues: from the time the pregnant user walks into the supermarket, she can find our design, when she enters the supermarket within the scope of the design environment has begun to enter, and naturally use our products, in the whole user's behavioral path of all the touchpoints may start to enable, and in every time you come to the supermarket will continue to use, feel the convenience and pleasure at the same time, and then use the product, and then use it. It can solve all the pain points of offline shopping while feeling convenient and pleasant.
When it comes to the final output stage, we need to deliver a complete prototype or a detailed design process that uses three keywords and a microblog (140 characters or less) to explain what your product does, and in the shortest possible time, whether it can impress others and make them understand what your product does, what it is trying to achieve, and what problems it solves.
The first three keywords we gave were: customizable, safe and secure, and intimate and warm.
I'll put the last 'tweet' at the end.
It's time for the final step, organizing the final results and producing a quick prototype or design, and then reporting back.
This can be done in the form of a prototype, a small video, or in the form of a scenario to show people what you've done.
By this point, I also need to make all the processes again, but also for the previous links to check and fill in the gaps.
Seize the purpose, stick to the theme: first we still have to stick to our key theme: pregnant women, 6:00 pm (we consider the specific time is 6:00 pm on weekdays) supermarkets. We have formulated a user name for the pregnant woman: Ping. The purpose of going to the supermarket is to buy yourself a nutritious dinner suitable for pregnant women this evening. This part belongs to our most basic user positioning and user behavior goals identified.
Analyze the pain points: Then we analyze how the user's pain points arise in a normal situation without any design or modification:
Organize the requirements:
Finally, a complete UX service optimization design process was designed in just 6 hours.
We chose to interpret the whole process in the form of a performance, using two scenarios to show two scenarios: one is the shopping scene without optimized service experience process and the other is the optimized shopping process, and then through the user experience map to summarize the optimized user's enjoyment of the process basically meets our design expectations.
At the same time, we also took into account the commercial interests of the merchants, the profits and costs of the supermarkets, and laid the foundation for long-term business planning.
In the end, I still want to emphasize that in the design process, we don't have to be trapped in the habitual thinking of designing a product or a specific app, the purpose of design is always to solve problems and improve the life, and when we feel that the inspiration has been emptied out, we might as well change the angle, open up another way of thinking to answer the question, and there will be something that will make you excited about the discovery.
Well, this activity makes me excited and thrilled, because I really realize the happiness of solving problems for others, and the achievement of changing others' lives. Design is supposed to be about being happy and having fun.
So in conclusion, our summary statement is: we are designing the optimization of the service experience process for the shopping behavior of pregnant women, and we aim to create a distinctive maternal and child supermarkets, while enhancing the overall image of the supermarket to provide professional and personalized service for the target users. Through the online and offline two-way data analysis of purchasing behavior and reverse to provide services closer to the user, focusing on the flow to generate more commercial value, connecting the upstream and downstream to create an integrated service channel, and the formation of a replicable service model, benefiting Chinese families.
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Any questions or aspects you want to discuss can give me a message or private message. I'm sorry for the inconvenience, but I'd like to thank my readers for taking the time to read through the red tape, and please feel free to point out any unprofessional things that you may have learned from my work. miu~