How to achieve user experience beyond expectations?
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Each product iteration requires that the new user experience is greater than the old user experience and product cost. This user experience exceeds user expectations, so it is called an above-expectation user experience. Some time ago, the product gods in our Internet industry asked how to provide user experience? How to make the next version of the product? That is, every product iteration requires that the new user experience is greater than the old user experience and product cost. This user experience exceeds user expectations, so it is called an above-expectation user experience. How to provide a user experience that exceeds expectations? First of all, as a product manager , you do need some experience. Providing a good user experience is not easy in itself. To achieve an experience that exceeds user expectations like Steve Jobs did, it takes a long time and practice. Secondly, how do you think about problems? The way you think about the problem depends a lot. Because different ways of thinking lead to different depths of thinking. The breadth is also different. The answers are also different. There is no single answer when making a product. But how to give a good answer is a science. That’s why there are terrible user experiences, average user experiences, and user experiences that exceed expectations. Let's look at the most basic way of thinking, which is this: (Question->Answer) This method is often like a primary school student solving a problem. Very one-dimensional, if you think about it that way. In fact, it means that you are still an executive-level product manager. And very little experience. So thinking in this way can only find user experience, and the result is still the worst experience. And some experienced people think like this: (Problem -> Break down the problem -> Answer them separately) There is already a big difference here. When thinking about the problem, you have already thought about splitting and combining. Thinking about problems in this way can help you go a step further in terms of the depth of your thinking, and such a step can often help you think deeply about the user experience in the scenario. Unfortunately, this can only provide an average user experience. And failed to exceed expectations. The real masters think like this: (Problem -> Think about the problem itself -> Break down the problem -> Answer them separately) As you can see here, a true master will think about the problem itself. This way of thinking about problems can help everyone go a step further in thinking about the breadth of the problem. Such an improvement in breadth, coupled with the thinking of splitting and combining, includes both breadth and depth of thinking. This can only provide an experience that exceeds expectations, but cannot achieve entry. So how can you enter the country? Look at the following thinking pattern: A user experience thinking model that can truly exceed expectations: (Problem -> Questioning and asking counter-questions -> Thinking about the problem itself -> Breaking down the problem -> Answering them separately) There is an extra step here, questioning and asking counter-questions. People will ask, how is this different from thinking about the problem itself? It is different. Generally speaking, thinking about a problem itself involves considering the starting point of the problem and is based on the correctness of the problem. The extra doubts and questions are precisely the embodiment of the ability to create and innovate. Because there is uncertainty about the question itself, the answers will be different, especially innovative. Therefore, in order to provide a user experience that exceeds expectations, the sufficient and necessary condition is the ability to innovate. So what are the key points in thinking about the problem? 1. Learn to think in a disassembled way 2. Learn to think about the problem itself 3. Learn to question and ask questions The above is a way of thinking, and we should also pay attention to the coexistence of the left brain and the right brain. The left brain controls more logic, while the right brain controls more intuition. When thinking about a problem, we need not only logic but also intuition to judge the problem. When faced with a problem, experience helps us make the first judgment, which is intuition. But experience is not infallible, so let’s continue thinking logically. In fact, both fast and slow thinking are necessary here. To achieve a user experience that exceeds expectations, the way of thinking must be diverse. After talking about the way of thinking for so long, the next thing is the check and balance relationship between scenarios, users, and needs. In a reasonable scenario, users have needs, and this demand exceeds expectations. There are several aspects here that exceeded expectations, including the scenarios, the users themselves, and the needs. Let’s talk about the most basic scenario first: 1. XX scenario, user needs 2. XX scenario, user-user interaction, demand 3. In order to meet the needs, the user reaches the XX scenario 4. When switching between XX scene and XX scene, user needs occur 5. There are many more... In the first scenario, you need to achieve a satisfying scenario. For example: When you want to pay in a supermarket, you can use WeChat or Alipay . Here, your scenario is met. You can buy things even if you don't have money. This is a user experience that exceeds expectations. In the second scenario, users want to send red envelopes to each other, but they don’t bring any red envelopes, okay. Open the WeChat face-to-face red envelope function , and even relatives who are not added as friends can send a red envelope. What is satisfying here is that there is no need to add friends, because the WeChat scenario is a private network. What we do here is that we can both send red envelopes and enhance the red envelope scenarios. Therefore, the interaction between users exceeded expectations. In the third scenario, when you want to use a certain product or service, you need to download an app, but it’s very troublesome if you don’t have data. But WeChat has mini-programs , and you can open the mini-programs and complete the service in the same way. This way your user experience will exceed expectations. I will not describe the following user scenarios one by one. In fact, a user experience that exceeds expectations means making breakthroughs in three aspects: scenarios, users, and needs. In the first scenario, the demand is met beyond expectations. The second type is to satisfy the users themselves. The third type is satisfaction with the scene. Therefore, exceeding expectations is inseparable from breakthroughs in thinking about these three elements. Next, I would like to talk about my experience of airline service on this flight. In fact, many times, we forget many small details of aviation services, even for people like me who have taken many flights. 1. Satisfaction of needs beyond expectations Remember that you are not allowed to bring liquids into the airport. So, you can always find a water dispenser at the airport. This is basic need satisfaction. But after getting on the plane, why is there in-flight service? In fact, the demand for water was met beyond expectations. Perhaps because they are used to flying, many people forget to think about this. In fact, it’s okay if you don’t drink water, but the point here is to meet your water needs in advance. So this is demand satisfaction that exceeds expectations. 2. Unexpected scenarios In the airplane scene, there isn’t a lot of entertainment. Actually, you can just sit down. But that would be too boring. So in the airplane scene, there will be some reading magazines and even some newspapers provided below. In fact, this is just to kill time, that is, to satisfy the current situation. Make the scene exceed expectations. 3. Unexpected interactive experience If you take a large passenger plane, the screens and operations on the plane will be very comfortable. Especially the seat size and built-in movies, music, etc. 4. More users than expected Whether old or young, everyone can ride on an airplane. In fact, there is no definition on the target group of the product. 5. Psychological satisfaction beyond expectation Before the plane takes off, it needs to walk on the runway for a long time and wait for the signal from the air control center. Very long. While here, you feel impatient and uneasy. The aircraft constantly uses voice prompts to inform users of the current aircraft status. Get rid of your mentality. In fact, what is achieved here is psychological satisfaction beyond expectations. Suddenly I thought of something that happened on New Year’s Eve this year. My nephew was about 2 years old. He saw my phone and wanted to play with it. I taught him to swipe the screen upwards and enter the password to open the phone. But the child can only slide the phone and cannot complete the password input. Also, my nephew can click the home button. In fact, in this incident, we can see that the user's interactive experience exceeded expectations, even a 2-year-old child can do it. Finally, how to achieve a user experience that exceeds expectations? In fact, as I mentioned at the beginning, in addition to improving the way of thinking about problems, it also requires long-term thinking and experience-based consideration. Finally, spend more time thinking about scenarios, users, and needs. You also need to keep thinking in life so that you can achieve a user experience that exceeds expectations.Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by the author @晓翼 (Qinggua Media). Please indicate the author information and source when reprinting! |
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