(Chris Spalton)
In 2012, Google introduced a map timeline. This feature has recorded changes in the landscape since 1984, and they recently updated the data to 2016.
This is the change of the Tibetan Plateau from 1984 to 2016. The glaciers are melting.
This is the change of Nanjing city, the urban circle is expanding, the green is reducing.
(Image from Google timeline: time.com/timelapse20…)
Maps can be used not only to navigate, but also to observe and record cities and the earth. This kind of new experience brought by new technology is unimaginable in the past. Nowadays, the Internet technology is highly developed and fragmented, and consumers are becoming more and more intelligent, thus posing a new challenge to the product and brand marketing of enterprises.
It used to be that a piece of news, a poster, a case could conquer consumers. Now? Want to have to beauty. The layout of digital marketing now resembles a complex transportation network.
(Source: www.oakton.com.au/how-we-thin…)
As consumers’ attention becomes more fragmented, the old unique selling proposition, brand image and brand positioning all lose their magic.
From the beginning of the cooperation between Frog and Apple, the concept of “complete user experience” began to explore the marketization. We all know the result. The concept is not just a design or marketing idea, but a strategy. Why do you say that?
Let’s talk about user experience from a conceptual, output, and implementation level. The execution of user experience
User Experience
In 1993, Dr. Don Norman came up with the concept of “user experience” while discussing the design of personal computers with Apple. What consumers want is not just a product, but a holistic experience, from the senses to the emotions.
“I invented the term because I felt human interface and ease of use were too narrow. I wanted to be able to cover all aspects of the human experience in one system, including industrial design, graphics, interfaces, human-computer interaction and guidance.” “– Don Norman, 1998
Strategy is about the overall planning. So the Apple we meet is not just an iPod, an iPhone, a Mac. ITunes, Apple Store, Apple offline experience stores, hardware products, marketing strategies, press conferences and supply chains have formed a complete user experience system.
The products we use and the advertisements we see are the “front desk” of Apple, while the overall design of the supply chain and user experience, the integration of the product development and design team and the marketing and promotion team are the “back desk” that really plays a decisive role.
It can be said that the overall design of the user experience determines how we feel about Apple directly. Consumers don’t remember “this is you” simply because of one of your ads, but because of the overall impression they see, hear, use and feel.
Go from the senses to the emotions to win consumers. Of course, this idea did not appear out of thin air.
In 1881, Hakuhodo, a century-old museum in Japan, proposed the concept of “Living thoughts”. Regard consumer as “main body of life” try to understand integrally.
Clothing, food, housing, travel, study, work, play, affection, growth and other background factors are all taken as the basis of user research. The marketing communication strategy proposal is carried out on the basis of “Lifer”, and the “all-round design partner” is taken as the starting point.
One of Hakuhodo’s most famous examples is CAFCA, a snack product owned by Japan’s Rakuten. In daily life, the purchase decision maker for children’s snacks is mostly the mother, but from the perspective of life, the most common trouble mothers encounter is that their children cry non-stop, how to cajole are helpless.
Hakuhodo, after consulting medical experts, found that when children hear a certain melody, they immediately shift their attention and forget bad emotions. So the creative team incorporated the melody into a CAFCA song and posted it on YouTube with a playful storyline.
After a practical test, almost all the children who saw the film, even if they were crying out loud, gradually stopped and finally smiled. The two-minute video has not only garnered 11.9 million views on YouTube as of October 2015, but has also been edited into a 30-minute non-stop version.
Over time, mothers will be influenced by the song while playing it to their children, and CAFCA will be the first thing that comes to mind when shopping for snacks.
V.qq.com/x/page/m012… (As video display)
By combining visual and auditory experiences, Hakuhodo solves the problem of crying children for mothers, thus making CAFCA snacks a favorite brand for mothers and completing the penetration from sensory to emotional. Having a CAFCA is a pleasant experience.
It can be seen that the output of user experience often requires the seamless docking of various fields. How to output it?
Output of user experience
Jesse James Garrett introduced the element of user experience back in 2000.
(The development of this picture at that time was aimed at the user experience needs of the website, but the structure can be referenced)
▎ The first step is to clarify the goal of your app experience and determine users’ needs.
▎ Step 2, function description + content requirement.
▎ Step 3, interaction design + information architecture.
▎ The fourth step is information design + interface design + navigation design.
▎ Step 5, visual design.
The basic logic goes like this. But when it comes to the concrete output of the user experience, it is often necessary to distinguish between primary and secondary contradictions, which determines the value of the service we provide. For example, the UI design of a movie site makes it easy to find a movie, but if we want to find a niche movie and the site only includes mainstream blockbusters, the experience will be poor.
In this example, UI is a secondary contradiction of experience, which can be continuously optimized in the later stage, while the database and movie inventory of the website are the main contradiction of experience.
In order to distinguish between primary and secondary conflicts, we need to practice the first step firmly. Jim Kalbach, a renowned user experience designer, introduced a useful tool called the user journey Map.
Kalbach divides the user experience into three parts: ▎ individual behavior, ▎ organization behavior, and the interaction between individuals and organizations. Arrange the occurrence of these actions in chronological order.
According to the structure of user behavior, organizational behavior is designed at specific user contact points, and the primary and secondary contradictions of experience are separated from them, so as to grasp the core value of products or services.
The horizontal axis deconstructs user behavior in terms of acquisition, use, and extension: 1. Acquisition — get noticed, become a consumer, and start serving 2. Use — get data, search behavior, update configuration 3. Extend — pay, update, and optimize
The vertical axis breaks down the experience from multiple aspects, personal, interactive, and organizational: 1. Personal: behavior, feelings, expected results, pain points. 2. Interaction: PC, mobile, offline and other media contacts. 3. Organization: Use SWOT analysis (strengths, weaknesses, opportunities and challenges) to analyze how the organization creates experience in this behavior.
According to the user journey map, thus get the user experience map. Adaptive Path uses this approach to provide a holistic design service for the user experience.
Below is Adaptive Path’s map of the European rail travel experience. The table at the end points out what the opportunities are in this experience.
Adaptive Path decomposes the user’s Trip to Europe into:
● Search and plan
Where to buy
Low reserve
● After booking and before travel
When travel
Low after the trip
The user experience at different stages of behavior is decomposed into:
● Specific behavior thinking problems
Feeling low
Low experience
In this overall user experience map, opportunities are analyzed in three categories: “globalization”, “shopping planning, booking”, “booking”, while travelling and post-travelling “.
Similar examples include Starbucks and Lego. Create an experience map by breaking down user behavior to extract value from it.
(source: www.pinterest.com/pin/5246694…
(Source: www.ux-lady.com/experience-…)
The general logic is to deconstruct behavior before, during and after participation, and then deconstruct experience from the aspects of behavior, feeling and thinking, and then design experience from the point of contact.
The whole process should always meet three principles: Holistic, personalized, Personal, orientation
This is the output of the overall user experience solution. After this process, it is more important to execute. Otherwise it’s all empty talk.
Implementation of user experience
According to the previous section, we can feel that the implementation of user experience involves the coordination of multiple areas. What specific areas will be involved? Let’s look at a picture.
Architecture, industrial design, sound design, human-computer interaction, interaction design, visual design, content, information architecture, human factors, so many fields of intersection.
Should UX design be proficient in so many areas?
In fact, UX design is what’s left after those well-defined design areas are stripped away. User experience happens at the collaborative level, it’s a leadership role, it’s a systems role.
(Source: uideo.net/videos/342)
Under the guidance of perception, emotion, behavior and cognition, user experience designers need to use design methods in different fields to form the overall user experience.
Although user experience was born out of software and the Web, it doesn’t have to be digital. Companies with the best user experience often don’t have large user experience teams.
The ux designer’s challenge is to determine where, how, and at what level to engage. So what does a user designer need to do?
In insight in strategy in vision in experience in planning in constant monitoring and coordination
You can start with a specific area, but you need to look at more factors. Ux designers ensure that organizations are able to deliver great user experiences to the world. It’s not that ux designers don’t do implementation, it’s a different job.
User experience leads, not follows.
Aesthetically, see the future.