Joining Qiyu for 3 years, I switched from a pure TC designer to a TB designer. In the past two years, I have been using my previous experience to design the TB design, and I have used the perspective of a layman to design a professional design. product design. In the past two years, I have been struggling with the heap function and the N times heap function. Since this year, each designer has his own specific function module, I think since as the owner of a product, we should go to the front and take a look. Our How do users use it and how is it designed?
You are not a user of a product
For a TB designer and product, the pain point for the product is that you are not the user of the product, and you do not fully understand the usage scenarios of the product.
In many cases, there are competing products, so we have to have them too; or your sponsor yells, "If this function is no longer available, I will not renew the order!"; We do not understand the reason for the user's pain. What? So why do your competitors do this again? How can it affect your product landscape?
It may not be your user who pays the bill
A TB product is different from a TC product. TC's product design can get feedback after the product is put into the market. TB is different. You are neither the user of the product, nor do you understand how your users use your product. Does your design fit the situation of your users.
The mentality of your users is: since Latest Mailing Database you have bought it, it is X to swallow it. Only when you can't bear the lack of function will you scream at your product. There is no or very little feedback on your experience points. No matter how difficult it is, you will spend money to buy it. However, if you experience this kind of thing for a while, you can pass it, right?
When a gold owner pays for your product, the experience time is limited, and the perspectives to consider are multi-dimensional. The most important thing is to start from the perspective of price and whether the required function points meet the needs of the self-product.
Now you may ask, what is the value of our designers? What kind of design do I need to make to sell it? How much value can design bring to a product?
What I want to say is that as a TB designer, you can't just think about problems from the perspective of a designer. First of all, you have to achieve the product first. Only when the product matures and the function points iterate to a certain extent, then It must be an experience competition.
Not a user, then observe the user
In fact, in the previous work experience, like TC products, many companies advocate that products enter the front-line customer service, understand the pain points of users, understand the emotions of users when they use your products, and various usage scenarios, TB products The same is true, but I think this is more important in TB products, because I am not a user of the product, so I need to understand how users are using your product.
For example: Qiyu, Qiyu is a SAAS customer service software. We are designers. It is almost impossible for us to come into contact with the customer service industry in our previous work experience. If we don’t know the industry, designers do not understand the work of customer service. situation. So when designing a software for customer service, you need to accumulate a lot of observations and understand the user's experience.
Our group has a rotation plan, which we call the RPG plan for short. Just like the RPG in the game, you cannot become the protagonist, but you can play the protagonist and observe how the protagonist in the game completes various tasks.
For TB's products, your product is just a platform. What are the types of users who connect with your product?
For example, Qiyu, our customers include education industry, automobile industry, e-commerce industry and so on. In addition, merchants in each industry have different needs and usage habits for products, and each user has different experience at different stages. It is necessary to accumulate a large number of user samples to provide a basis for your design.
For example: one of the merchants we visited last year is a reading product for children around 13 years old. If the product tells you to add a custom avatar function for customer service, then we may just draw the picture mechanically. It can't be substituted into feelings, but a customer service blinked his eyes and said the following to you
It turns out that our avatar can only use the corporate logo, and we cannot allow the customer service to customize their own personalized avatar. After understanding the user's pain points, we also learned about the personalized needs of many companies for this function after returning to the company. Feature listed as P0 and online
Knowing the user and having empathy, and having a deep understanding of the user's pain points, can help us design better.
Understand team roles and go deep into the front line
TB's products and TC's products will have a slight difference in team structure. Take Qiyu as an example. In addition to the product team and development team that UED has the most contact with, we also have a sales team and a customer service team. Among them, there are service teams in the customer service team. The classmates in the customer service team of key accounts are called key account managers.
After in-depth understanding of the positions of the teammates, you will find that the key account manager is actually a contact person who directly contacts users to collect user feedback. But after really digging deeper, you will find that they are not just collecting user pain points.
For example: the key account managers of Qiyu Robot, they will go to the company of the customer they follow up to help users adjust the use of the robot, and try to productize these access and summarized experiences to improve their work efficiency. These also coincide with the work of UED. Reducing the learning cost of users is also a focus of improving user experience.
At the same time, when the key account manager runs to the merchant, he can also walk around to see what the real user's usage scenario is like, feel the user's pain points and emotions on the spot, and see the user's usage from the perspective of an experience designer. process, and what kind of experience improvement points can be extracted from it.
For example: At the beginning of this year, by chance, our account managers and I learned about the difficulties they encountered when reaching our front-line customers, and we chatted about their KPIs this year, and found that they often travel to users on business To debug our robot. When a company that has never used robots comes into contact with robot debugging, there are indeed many problems, and they are all similar, and their goal is to productize these repetitive jobs this year.
This coincides with the novice-guided process of our product. This plan is also included in the product's experience plan this year, and can be achieved together with the full-service department.