APP details to improve user satisfaction (including case analysis)

APP details to improve user satisfaction (including case analysis)
I first came across the term "product satisfaction" when I was reading the book "At Your Side, Designed for You" compiled by Tencent CDC. I became very interested in the term and collected some information, hoping to learn more about it and learn in depth through case studies of product user satisfaction. 1. Why should we talk about “product user satisfaction”? Nowadays, everyone is using "user experience" to differentiate their products in order to gain better competitiveness. However, simply talking about "user experience" is a relatively vague concept relative to its measurement method, and it is easy to breed words such as "I think" and "I feel". Therefore, in order to measure the "user experience", a certain number of real/potential users are usually invited to use the product to complete certain tasks in a specific situation. The final observed results are used to judge whether the product's "user experience" is satisfactory. 

What is a good user experience? Here you will encounter three words: user experience, task completion, and user satisfaction (or product satisfaction, no distinction is made here). Among them, considering task completion and user satisfaction can be used as two methods to test user experience. 1. Considering task completion is a quantitative method to test user experience. The use of quantitative methods requires the cooperation of user sample size and is executed based on the data of user task completion. Of course, product managers can also imagine themselves as users without the need for sample size, thereby improving user experience by improving task completion. This is also a way to improve user satisfaction. Interested students can learn for themselves how to improve task completion and thus achieve a perfect user experience. 2. Considering user satisfaction is a qualitative method to test/measure user experience. The qualitative method analyzes the user experience of the product based on the qualitative feedback from users after using the product. When the product has not yet been delivered, from the perspective of product design (the five levels of user experience elements are explained from the perspective of product design), the goal of improving user satisfaction can be achieved. The relationship between them can be represented by a graph: 

Relationship diagram The user's task completion has a significant impact on improving the overall user satisfaction, and whether the end user is satisfied plays a key role in improving the user experience. Therefore, it is important to consider "product user satisfaction" during the product design stage. 2. What is product satisfaction? Satisfaction is a state of mind. It is the feeling of pleasure when needs are met, and it is the relative relationship between the customer's prior expectations of a product or service and the actual feeling after actually using the product or service. If we use a number to measure this psychological state, this number is called satisfaction. Product satisfaction refers to the ratio between a user's perception and expectation of a brand's products after using the brand's products. (From Baidu Encyclopedia) That is, the gap between users' expectations and actual feelings about the products/services they use. The smaller the gap, the higher the satisfaction. 

Product Satisfaction 3. How to improve user satisfaction design details (+ case analysis) User satisfaction can be improved mainly from three levels: user needs, behavioral incentives and improving user task completion. 1. User needs hierarchy For a product to satisfy users, the most basic condition is that the product itself should meet the user's minimum needs and be able to help users solve problems. Maslow, a famous American behaviorist, believed that human needs are hierarchical, and only when the most basic needs are met will people try other higher-level needs. Therefore, in the process of product design we should not only limit ourselves to solving certain basic functional requirements, but also meet the users’ needs for self-control and exploration. （1）Meeting users’ exploration needs Allowing users to discover some simple operations is more attractive than giving a lot of tips to prompt users. The premise for doing this is that the design of the interaction method is something that users can perceive in advance and may try. Case Study: —–Case 1—– 

in, picture preview function when publishing When users see the “Small in-picture preview”, they will understand that this is a function to preview pictures and have the urge to click. It is also very novel to see that they can set the display method of pictures in this way. (This definition of image display is very suitable for software such as in that focuses on image social networking . It contains personalized elements and is very suitable for young mass users.) —–Case 2—– 

in, add friends When you click the QR code icon, the first thing you see on the pop-up page is your personal QR code, which is in line with user expectations (the QR code is displayed directly when you click it). When you click on the area outside the QR code, you can see the personal homepage of the friend you want to add, allowing users to leave an impression of their friend's homepage. —–Case 3—– 

QQ, password red envelope When you don’t know how to play password red envelopes, you click on the red envelopes to grab them as usual, and suddenly you find a prompt in the lower left corner asking you to enter the password; when you think you really need to enter the password manually, you find that clicking on the password can help you enter it automatically, and you grab the red envelope. Are you surprised? It not only satisfies your need for exploration, but also keeps you pleasantly surprised. —–Case 4—– 

QQ, voice chat room When there are multiple people speaking in a chat room, it is not a good choice to directly use text to tell xxx who is speaking. It is very likely that before you have a chance to see who is speaking, it becomes someone else who is speaking and the text changes again. In the design of QQ, when you play in the chat room for the first time, you will explore by yourself who is talking, and notice that a halo is generated every time someone speaks. Do you think it is so easy at this time? —–End of case. —– Of course, when using a function for the first time, corresponding user guidance is essential, especially when the function entry is deep. (2) Providing users with operation results that exceed their expectations The best user experience is usually those that exceed user expectations. If a user says that a product is easier, more effective or more enjoyable to use than expected, it will create a sense of "surprise", which can make users feel it and run through every detail. Even a very small change can have a huge impact on user behavior. This is also one of the reasons why many product designers have been pursuing more reasonable and simpler interactions. Case Study: —–Case 1—– 

Bread Travel, Comments Page Different ways of commenting and small changes in details will give you a refreshing feeling. The freshness of the interaction method. —–Case 2—– 

Jianshu, follow list article update page Previously, Jianshu only had one way of reading, which was to directly display all the recently updated articles. This was great for people who like to read frequently. However, I don’t read very often, so I was very happy when the second way was added. I could intuitively see how many articles the people/topics I follow have updated, which made my reading more targeted. (I can tell at first glance that I’m not a frequent reader<.<, and I haven’t read many articles.) I am really touched by this change. —–Case 3—– 

Meitu Xiuxiu , save after taking photos The save and share pages are combined into one, simplifying the process and making it easier to use than expected. —–Case 4—– 

QQ, chat window QQ made two small changes to the chat window around December. (1) In the chat window, when you scroll to the bottom of the content, the keyboard pops up automatically and the focus is set on the input box. This is much easier than manually clicking the input box to focus. (2) Click the picture button to directly see the latest photo. Compared to the previous pop-up of the entire album, is being able to see the photos at a glance more than you expected and more appealing to you? —–End of case. —– Even if the interaction design cannot exceed expectations, it should still meet expectations. The state of a button when it is not in action should be different from the state when it is clicked, so that there is a sense of pleasure when the button is pressed. Buttons should be designed to be clickable, and those that are not clickable should be designed to be clickable. Don’t make too many differences that affect the user’s perception and are inconsistent with your design. (3) Social needs. Humanized design Inject some vitality into the product and let users feel the warmth of the product. For example: [1] PC Manager, your computer's performance exceeds that of several percent of other computers. [2] Jianshu, xx liked your article "xxxx" (4) The need for self-actualization A product with a good user growth mechanism can make users feel that using the product is a symbol. At the same time, there should be an internal driving force between different growth values. Making obvious differences between different growth values ​​can increase attractiveness. For example: [1] QQ level (owners of 6-digit QQ numbers are very proud) [2] Alipay credit score 2. Levels of behavioral incentives Behavior-guided motivation has two meanings: alleviating frustration and reinforcing positive behavior. Frustration is a psychological reaction that occurs when a goal cannot be achieved, and people are more likely to experience negative and anxious emotions when they are frustrated. Therefore, if you want users to be satisfied with the product, you should not only consider a good interactive experience under normal operation, but also actively try to relieve user stress in abnormal situations. (1) Relief of frustration Feedback when users encounter frustration should reduce their tension and anxiety, and it is best to explain the situation and provide suggestions for solving the problem. In addition, when users are performing operations with a long task chain, giving them some motivational feedback at stages is also a good way to relieve their psychological burden and achieve satisfaction. Case Study: —–Case 1—– 

in, when creating a topic does not meet the conditions When the conditions are not met, in gives the two conditions required to create a topic. The requirement that the number of managed topics is less than 3 has been met, and the topic cannot be created due to insufficient completeness of personal information. It not only gives you the conditions you have met (making you feel satisfied and providing motivational feedback), but also gives you the conditions you have not met, and provides an entry point to complete the basic information. —–Case 2—– 

Alipay, Sesame Credit complete information The email describes in detail the steps required to complete the unit email information and provides feedback on "Why did I receive this email?" When other users receive this email unexpectedly, seeing this feedback can reduce their tension and anxiety. —–Case 3—– 

JD Reading, Borrowing When user behavior is frustrated, JD Reading clearly tells users that each book can only be borrowed once. A solution to this problem is provided and can be downloaded for trial reading. —–Case 4: Counterexample—– 

Alipay, unable to borrow money prompt I won’t explain the reasons why it is listed as a counterexample, you should know it, right? (2) Reinforcement of positive behavior When the user's operation is successful, the operation feedback should make the user feel a sense of accomplishment. This type of feedback is more suitable for scenarios where you want to reinforce a certain user action. Case Study: —–Case 1—– 

in, before and after the topic heated up Doesn’t it feel great to see the fire burning after heating? —–Case 2—– 

QQ, group sign-in In the feedback after successfully signing in on QQ, you can see your sign-in ranking and sign-in time. 3. Improve users’ task completion Making it easier for users to find the information they need and helping them complete their intended tasks can effectively improve user satisfaction. Help users solve the problems they encounter and make it easier for users to find the information they need. The user's task completion rate can be improved from the following two aspects by improving the page structure and the content displayed on the page. (1) Contrast and consistency A design without contrast will be seen as a grey, mundane thing, causing the user’s eyes to wander around without being able to resolve anything in particular. Make the difference clear enough that users can tell that a design choice is intentional and conveys some information. When two design elements are handled similarly but differently, it can cause confusion for users, so be consistent. Case Study: —–Case 1: Comparison—– 

in, share/unsubscribe When you click on the upper right corner of in, a gray pop-up layer covers the main page, allowing users to focus on the "share" / "unsubscribe" operations. —–Case 2: Consistency—– 

Our own products Take the design draft of this page of our own product as an example. The color of the title (black) and the color of the action button (red) are unified, and the content with the same attributes is integrated together to make the page more layered. (2) Successful interface design Choose the right interface elements (help users complete tasks, are easy to understand and use) Users can see the "most important things" at a glance, and unimportant things should not be noticed at the first time. Figure out what users don’t need to know and reduce their discoverability IV. Conclusion Finally, it should be noted that satisfaction usually has an upper threshold (exceeding the level of user psychological satisfaction) and a lower threshold (below the level of user psychological satisfaction). That is to say, when users get "too many good things", user satisfaction may decline, and many users focus on the lower level threshold and ignore the upper level threshold. Considering product satisfaction is a way of thinking that can be continuously used in product design. If your product can’t impress you, how can it impress your users?

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