With the person this

Meet the real needs of users, pay attention to the essence of user needs

Design thinking is a people-oriented design spirit and method that uses the sensitivity of designers and design methods to meet the needs of people on the premise of technical realizability and commercial feasibility. —-Tim Brown

Design thinking steps

  1. Requirements understanding: Understanding and gathering the real needs of objects => user behavior research
  2. Problem definition: Analyze the collected requirements, extract and grasp the root problem => discover the root problem
  3. Divergent thinking: Based on the fundamental problem, put forward various ideas that can solve the problem, and select the most valuable => put forward views
  4. Prototype design: design product prototype according to the set idea. => Design solution => Preliminary solution => User test => Problem => Step 1
  5. Model iteration: put the design scheme into use, and improve and optimize => put into test => the best scheme
  6. Results release: the complete design scheme formally put into the market, and ensure that users can use, use well. => Online solution => Release solution

Need to understand

  1. More adapt to the user’s usage habits
  2. Grasp the real experience of users, determine the direction of product design
  3. The user’s apparent behavior is often not exactly consistent with the underlying needs. Therefore, it is more necessary to deeply understand the real needs of users, meet the deepest needs of users, so that the design is grounded.

What do users want? => pointcut; How to achieve the desired => optimization point

empathy

“The humanization of the object”, simulate the identity, simulate the situation, analyze the user’s essential psychology. Designers fully observe, attract and immerse users in their natural living conditions, and focus on user experience in different specific user scenarios.

What would I need as a user? => pointcut; If I am the user, what do I need to do to achieve the corresponding purpose? = > optimize points

Steps and methods of understanding

  1. Observation: What was done before? Why they did it; What do we do now? When it will do so; What do you do after that? Where do they do this; Field observation, analogy observation, situational observation.
  2. Interviews: Subjects: analog users, armor users, extreme users; Steps: Introduce yourself, build trust, ask open questions, talk and listen; Group interview, one-on-one interview, expert interview.
  3. Immersive experience: experience design schemes in an immersive way; Empathize with the needs of users; Simulated scene/simulated identity/simulated psychology/simulated behavior

Difficulties in understanding

  1. Deep understanding of users; In-depth investigation: fully understand user behavior, emotional changes, and carefully divide the audience.
  2. Accurate positioning of products; Distinguish primary and secondary needs, grasp the positioning, demand division.
  3. Comprehensive self-awareness: self-awareness is integrated with user portraits, and needs are explored from the perspective of design without abandoning self-experience

In the users, products and themselves, find a unified interpretation way, put themselves into the product scene, fully experience the user’s living environment, growth background, use habits, aesthetic orientation, etc.

Problem definition

What is problem definition

Define the problem you are trying to solve in detail, based on a full understanding of the requirements, to obtain a more precise core design problem. => Determine users’ pain points and requirements.

Did not see the problem -> easy to fall into the error zone of blind attempt did not clear the problem -> easy to lose foothold in the wide and large problem correctly define the problem -> find the best focus, save effort and efficiently complete the task

How do you define user issues

“A well defined problem is half solved” — John Dewey

  1. Point of View (POV) reframe the problem around user needs and visions, putting forward specific and unique perspectives to help design teams identify target users, real needs, and product visions.
  2. Problem exposition. It includes three aspects: viewpoint, design threshold and user demand. It elaborates the whole product from the user’s point of view, leaving enough space for designers to give full play to the design. It will not restrain the birth of good ideas, nor will it be too broad. Three elements: target users, user needs (what kind of time, what kind of scene, how to use the product)

Practice of problem definition

  1. Step1 summarize requirements; On the basis of understanding requirements, summarize requirements content
  2. Step2 analyze requirements with tools; Define our goals: Who are we designing for? What do they need?
    • What does the designer think? What was seen by the designer? What was heard by the designer? How does the designer talk about this?
    • Based on the above behavioral observations, what are his pain points?
    • What makes the designer happy?
  3. Step3 define viewpoint; Through the results of the empathy map, the target users are redefined, the pain points of the users are found, the product vision is determined, a new perspective is formed, and the design direction is planned and constrained
  4. Step4 problem elaboration. According to the results of the last two steps, the problem is defined according to the three elements of problem elaboration, and the comprehensiveness, completeness and feasibility of the problem are pursued. At the same time, appropriate adjustment and improvement are made.

A tool for problem definition – empathy maps

Difficulty in problem definition

  1. How to find out the real problem after conducting user demand research? How to explain the underlying problem in the clearest and most intuitive language?
  2. Define the direction and scope of the design (identify specific core issues in user research)
  3. Be people-centered, user-centered, and identify the difference between what we think they need and what they actually need
  4. Find the fundamental problems in users, products and themselves, make clear the needs of users and define the design scope in the research

Divergent thinking

There are a thousand Hamlets for a thousand men. (Everyone has different experiences and sees things differently.)

How to do divergent thinking

  1. brainstorming
    • Unlimited free association and discussion, the purpose of which is to generate new ideas or stimulate innovative ideas.
    • The cobbler’s agreement: no judgment, the more the better, unpatented ideas, whimsy
  2. crowdsourcing
    • Reflection on enterprise innovation mode
    • User-generated content
    • Disrupting the outsourcing model
    • The concept of collaborative user innovation
    • It extends the boundary of innovation and borrows social resources for its own use
  3. User feedback => Creative filtering
    • Advantages and disadvantages screening
    • Fundamental direction screening
    • Positive and negative thinking
    • Future screening

Difficulties in divergent thinking

  1. Emancipate the divergent direction of thinking; When it comes to brainstorming, open your mind completely and let it go in different directions without limiting it.
  2. The source of divergent thinking. Look for the bright spots in your life and write them down.
  3. The selection of thinking results, the number of divergent thinking results is very large, we should often think about how to choose, so as to get the most appropriate and effective results.