“The father of Kumen Bear” Water Medica believes that he has no way to understand the design and business practices, because the design is for commercial services. The author believes that design can of course be a subject of subjective level, as a photo of the era, in the museum; but in the world, design is to solve problems in combination with all aspects of business goals.
The designer uses his own imagination to go to the external world, making creative design; at the same time, it also visits the world outside the screen, conceives the scenes they, absorb external information. Although the data is not the only indicator of the left and right, it can help us understand those users who look far away, mysterious users.
Who is the user? How do they use our products? Do they use our features as designed for the designs? How do our design be optimized based on their use behavior? These problems may have been able to get answers after detail data.
Why do designers do need data?
In Internet products, data comes from statistics on user behavior, and designers understand users through data, providing auxiliary reference for design proposals.
More and more companies advocate that designers participate in the overall process of the product earlier. As a product experience designer, try to start from the source of the problem to be resolved, using data to understand user behavior, thereby better design proposals.
1. Before design, close to our users, improve designers’ observation.
Data is quantified for user behavior, behind the number of numbers is a real user. If it is an optimized design of an existing plan, you can find the user’s confusion in how the user uses our products, discovers their confusion or demand from the behavior of existing users, and find the confusion of the user in poor performance. Exploring the design opportunity;
2. In design, auxiliary plan decision decision.
Solving the answers to the present problem far more than one, and which solution is more in accordance with the current user needs, you need the designer to make a choice. Of course, the designer is not God, which cannot predict which program is 100% viable, but the data can give us a certain decision-supported bottom gas. Even the moment that is difficult to choose, you can compare the design of the design.
3. After the design, the program effect is verified.
Optimization of the design scheme can observe whether the data is increased before, whether the design goal is achieved. If there is still a poor performance, the study data can be further optimized, which in turn will drive the optimization of the next round of design, and enter a benign circulation.
What data indicators need to be observed?
Data is divided into two types, quantitative data and qualitative data.
Tell you the data that has happened. Quantitative research is a method of calculating various indicators and values ??of analytical objects with mathematical models with mathematical models and using mathematical models. Common quantitative data such as numeric, indicator data, and we can contact a lot of quantitative data in Internet products.
2. Qualitative Data
Text representation of text representation for explaining the properties of things. Qualitative analysis focuses on the nature, characteristics, and variation rules of the object with the intuition and experience of analysts. After interview, it is observed that the data that is summarized by manual processing is qualitative data.
For quantitative data, the author has the following observation indicators in the design, but can still establish other reference indicators according to their own business scenes.
The flow index is an important indicator for measuring the page effect, usually scaled into PV (Page View, the page number, which counts once) and UV (UNIQUEVISITOR, independent visitors, even clicking or access behavior, even) It is only calculated as a user). Flow indicators are important indicators that measures the product vitality, and the traffic indicators in comparison features can help us understand the user’s demand, thus judge the priority of the function.
According to the division of the business scene, the quality indicators are different. In the search scenario, we use the first point (the user generated the result position of the first click in the search results) to evaluate the quality of the search quality, the more the first position is before Explain that the earlier, the soakeurized content, the better the search experience.
But if you do other business scenes, the quality indicators will change. In the content consumption scenario, the average stay duration (the user accesss the browsing time when accessing a page) will be used to measure whether the content is attractive. However, the average residence time is placed in the shortcut task scene, and it turns into a negative indicator. The longer the user’s stay, the more confusion of the user.
The conversion rate refers to the ratio of the number of access times and the total number of visits to the user. Among them, the CTR (Click-THROUGH-RATE, the exposure hit rate, the ratio of the number of points being clicked, and the number of times the exposure), and the purchase rate and other indicators are one of the conversion indicators. The conversion index of the element can reflect the level of an element for the user; the process of transformation indicators can explain whether the process is reasonable, if the user is expected to complete the registration behavior, the proportion of overall access and final completion of the registration behavior is low, the process design is also It is to be improved, and the losses can be designed as a focus optimized object.
How to use data aided design? – Take the optimization of expression search
The process of using data can be split into the following links, trying to browse data that has been launched before doing the program, perhaps there will be a different way to do design.
Try to find the answer from the data from the data:
Who is the user I designed? What is their existing behavior? What is the design goal? How to make changes to reach this design goal?
In this project optimized by an expression search, we use data as an optimal reference for design.
With the expression search, when searching for the search in, using the user’s existing expression, find more related expression content, resolve the user to obtain more expressions. It is as follows.
Since it is an optimization project, it means that it has the data accumulation and performance of the former programs when designing, and it can be more clearly understood, which will actually provide some breakthroughs to design optimization, avoiding Mono exhibition.
By observing the data performance of the original protocol, several behaviors of the user are worthwhile to pay special attention to the design:
One-third of the user hits the entrance to the expression search expression in the search expression; but the final overall search traffic seems to be only one tenth of the expression search.
Data Translation: The user has a low completion rate of the expression search expression, and the user’s transmission rate is high in the expression selection panel.
Try to interpret this data, when searching the expression, one-third of the user sees a very prominent button, trying to click, but this part of the user has not completed the search behavior and left. It can speculate that the user sees that the emotion panel that the population is not known, does not specify the next step, it will leave, so there is no subsequent search quantity.
Users will switch the expression multiple times to launch a search
If the user has generated a search behavior, the method of using this feature will be searched multiple times in a single search. This data also requires us to communicate this function more accurately to more users to help solve their needs.
According to the above data observation, there can be two more prominent behavior of the existing users of the “expression search”:
New users: I don’t understand what the function is, I don’t understand how to use it. Old users: Understand the method of use, switch the expression multiple times in a single search.
Therefore, for these two parts, the following design goals are set, respectively, and the various user behaviors are considered:
New users: Improve functional communication express, increase user operation instructions. Old users: Improve the switching efficiency of the expression.
New users: Improve functional conveyors, enhance education instructions
For new users’ education optimization, it is first improved in functionally interested.
Improve the clearness of condiction
The original add button seems to have the meaning of the upper expressions, the concept is more abstract, and the association of the expression search expression is weaker. Therefore, in the graphic, it is more intuitive to collide with a new expression, and it is more intuitive to reflect the “expression search”.
Clarify the presentation of the presentation and increase the operation instructions.
In the literary statement, the original “Emotico Search” is modified to more specific and detailed introduction. .
We also increase the guidance instructions on the emoching selection box, avoiding the user’s unknowns.
Old user: improve switching efficiency, convenient operation
Improve switching efficiency. For old users, the user can obtain the conclusion of the user’s switching frequency here, and the original lower slide list makes the user need to return to the top again to switch the next expression. In order to improve the efficiency of users, we secure the switch panel to the top of the page, so that this part of the high-frequency use users will switch to the expression, no matter how far can you launch the next search at any time.
Reduce the height of the panel to avoid obstruction.
At the same time, in order to browse the overall expression, reduce the panel height at the time of decline, and leave more of the user’s main consumption content.
3. After going online
After the optimization version is online, after three months of observation time, it is found that the user has increased by 51% in the transformation rate of the expression search. After the revision optimization, the new user has a further understanding of the positioning of this new function; switch The number of expressions compared to the previous increase, the number of switching panels clicked by 80%, and the new program also improved the user’s switching efficiency and reached our optimization goals. Data and intuition
The above is an example of using data guidance design, but the data is more than the decisive role in designing more, and the true decision is still in the designer. As Facebook’s product design, the Director is also talking about data:
Data and A / B test are valuable allies, and they help us understand and growand optimize, but they’re not a replacement for clear-headed, strongdecision-making. Do not become dependent on their allure. Sometimes, a littleinstinct goes a Long Way. Data and A / B test are valuable allies, they can help us understand, develop and optimize, but they do not replace their minds and powerful decisions. Don’t rely on their charm. Sometimes, I can take a farther away with a sense of intuition.
The design is intuitive, rational and co-careful balance. Data is a tool in the design method, not all. The author believes that the A / B test is not all the answers, endless A / B tests will make the designer lose the control of the design itself. Many times, accidental changes should not interfere with our intuition. Recognizing the short board and capabilities of data-driven, it can only be used as a means of observing, not decisive factors, and designers should avoid being submerged.
Believe in your own intuition, then use some data to assist the design to play a bigger energy.