什么是好的用户体验? 怎样能够持续地设计成功的用户体验, 让用户容易使用, 更喜欢使用? 这门课程将教授用户体验设计的核心流程, 如何从你设计的目标用户群体获得有效的评价. 你会学到体验研究的基本方法, 这些方法会让你更有效地理解用户, 他们行为的过程以及环境. 通过练习, 你会学到一些实用技巧, 来总结你的观察, 把你的观察转化为有意义, 可执行的发现和独特的设计机会. 你还将会探索如何针对你发现的机会触发创新想法, 并学习让你的想法更可触及, 接近现实的方法. 通过回答一些特定的问题来提炼你的想法概念, 你将离想法变成现实更进一步. 我们会通过在健康, 教育, 交通, 金融及其他一系列行业中的案例来展示这些方法怎样跨领域获得成功的应用. 祝你好运! 我们希望你喜欢这门课程!
Who, What, Where, When, and How People Work Pt 2
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来自 University of California San Diego 的课程
用户体验: 研究与原型
697 个评分
从本节课中
Design Research
Our course begins with the first step for generating great user experiences: understanding what people do, think, say, and feel. In this module, you’ll learn how to keep an open mind while learning more about how people’s needs, goals, values play out in their day-to-day lives and their hopes for the future. You’ll consider the different activities they do, in what order, and the larger systems in which they interact. You’ll start by generating lists of questions and move through different research methods to answer your specific questions. To illustrate these research methods, the lessons share several examples from real design projects across a variety of fields.
What I hope you’ll take away from this module is the importance and thrill of going out to talk with and learn from people when and where they do their everyday activities, rather than basing your designs on assumptions. Through these techniques you’ll gain a new perspective on the problem and identify opportunities for creating a meaningful and accessible designed
与讲师见面
Elizabeth GerberAssociate Professor, Co-director of the Research Cluster at the Segal Design Institute
McCormick School of Engineering and Applied Science (Segal Design Institute), School of Communication, Kellogg School of Management (by courtesy), School of Education and Social Policy (by courtesy)
Scott KlemmerProfessor
Cognitive Science & Computer Science
Now, that you've done Safaris and
observations, it's time to get into interviews.
There's two primary types of interviews.
The first one is intercepts and the second one is scheduled.
Let's start with intercepts.
Intercepts occur in pubic places.
Consider this intercept I did in the airport.
People were there, they were waiting in line.
I took one to five minutes to interview them and ask them questions.
Other good places for intercepts include the mall, a train station.
What I like about intercepts, it's a very quick way of getting at experience.
I like to think of experience as the difference between expectation
and performance.
So when on this train platform, I might ask the people waiting,
who might only be there for five minutes waiting on the train,
what was your expectation waiting for the train and how is it performing?
And the difference will be the experience that they have waiting on the train.
The second type of interview is a scheduled interview.
These take place in quiet places and they usually last between 10 and 30 minutes.
What are the steps to scheduling an interview?
Here are six steps that I like to follow.
The first step is list a number of stakeholders.
Again, you want to go for breadth and depth.
Make sure you've really considered all the different people involved.
After you have the different stakeholders, reach out to family and
friends to get recommendations and
introductions to people who might fill these stakeholder positions.
You'll likely find that people are very friendly and willing to talk with you, but
you've got to ask in order to see if they're willing to talk.
The third step is you're gonna wanna schedule an interview.
You wanna be respectful of people's times, usually meeting with them after work or
before work at their home is usually a convenient way to schedule interviews.
After you schedule the interviews, you're gonna wanna draft your interview guide.
Now, what I like to do is draft my interview questions and
then try it out with a friend.
I like to do this for two reasons.
One is, am I asking questions that people can answer or
am I asking really difficult questions that are hard to answer?
And second, does it fit in the time that I have to interview the person?
As I mentioned, scheduled interviews you'll want to last between 10 and
30 minutes.
You'll find that people are often willing to talk with you a lot longer, but
you don't wanna have more questions than that fit into the 30 minute time frame.
And finally, the last step you wanna do is gather competitive products.
These are products you'll likely wanna bring along to the interview,
to show off to people, get their opinions, and find out what they think of them.
It's very helpful to have concrete experiences and
products to talk about rather than talking in the abstract.
At the start of the interview, you're gonna wanna follow few basic steps.
First, you're gonna wanna tell them why you're there and
why you're interested in the project.
I find it if you tell people why you're interested in the project,
what's personally meaningful to you they'll spend a lot more time going
into detail answering your questions.
If you're passionate about it, they'll respond enthusiastically.
Second, you're gonna wanna set the expectations for
how long the interview is going to last.
So if you told them that it's gonna last 10 minutes,
remind them this will just last 10 minutes.
Third, you're gonna want to let them know that they're in control.
And by this you can say,
if I ask you a question you don't feel comfortable answering.
Simply say, I don't feel comfortable answering and
we'll move on to the next one.
It's very important to get honest and critical feedback, that you'd
make sure you let the person know that they're in control of the interview and
they're not required to answer anything that you ask.
In fact, the best situation is by the end when they're controlling it and they're
talking and continuing talking and you're just listening to what they have to say.
The fourth step is to get permission to record.
If you do audio recording or video or
cameras, you need explicit permission to record.
If they don't give you permission to record, simply take out your notebook and
take handwritten notes.
That's absolutely fine, you'll still get very good information.
And the last and probably most important step is end early.
Why do you want to end early?
Because you want to respect the people's time whom you are interviewing.
Often, they'll ask you to stay longer.
They'll insist that you stay longer but you always wanna end early.
During the interview, you wanna use a technique called laddering.
Laddering is a process of asking why, why, why.
The goal is to make explicit connections between the experience and
the value that people associate with the experience.
Let me give you an example of how laddering works.
It's a very powerful technique.
Here's an example of the laddering technique.
In a project in which we're trying to understand a person's connection and
value in the experience of using a computer.
So we asked why do you like your computer?
And the respondent said, because I like to read the news online.
We asked why do you like to read the news online?
And the person responding?
Because I want to keep up with industry activity.
Why do you want to keep up with industry activity?
Because it helps me get better at my job.
Well, why do you wanna get better at your job?
Well, because I wanna be able to support my family.
Now, what's fascinating about the laddering technique is you'll
notice we started off with something like a computer and
eventually we got to the idea of being able to support the family.
So the product was just a means for
supporting a much deeper need that this person had.
Now that we can understand that, we can actually design a computing experience
that supports this person in supporting their family rather than just focusing on
a piece of hardware that allows them to access the Internet online.
Couple things to think about when you're doing the laddering technique
is you wanna ask in way that's very respectful.
Not, why do you do it that way?
But rather, oh that's interesting.
Why do you think that way?
Why is it that you do that?
Taking a naive and
curious position is very, very important for doing design research.
People will be more honest with you and not feel as if you're judging them.
Another thing to bear in mind when you're doing interviews is ask for
critiques not compliments.
I show you this picture of this very cute kid smiling because
it is in our nature to want to please people, to want to smile and
tell them that their experiences and the products they've designed are very good.
And that's what people naturally do when you engage with them.
So you're going to wanna be explicit with people in interviews
that you wanna find out what doesn't work for them.
What are their pains in a particular situation?
And by understanding it intimately understanding the pains you can design
better and more meaningful experiences for them.
Now that you have your interview set up, your observations and
your safari you're gonna wanna bring your design kit with you.
Well what goes into a design kit?
In my design kit it's pretty simple.
I have a small backpack with my camera.
My camera happens to be on my phone.
Why?
Because it takes good enough picture for the pictures that I need.
I don't lug around my big camera because it's heavy and uncomfortable.
The best camera is the one that you have with you at all times.
So bring a camera, bring your notebook for taking notes.
And finally, I like to bring a sheet with my research questions on it, so
I can be reminded throughout my observation, my safari,
and my interviews, what is it that I'm trying to accomplish here?
What do I need to know?
Next, what do you wear to an interview?
Here's a picture of a designer that was interviewing a doctor for
a robotic teddy bear.
He simply wore what you thought the doctor might wear.
The doctor was wearing a button down shirt.
He wore a button down shirt and a sweater.
The idea is to try and match the person whom you're interviewing.
You wanna fit in.
You don't wanna be under dressed nor do you wanna be overdressed.
Who do you bring along on a research trip?
Well I like to go in pairs.
Why do I like to go in pairs?
Because one person can be talking with a person, asking them questions,
while the other person can be recording the notes or taking photographs.
I find that it's very useful when you're doing interviews especially,
to maintain eye contact with the person.
And that's easily done if somebody else is taking notes.
Another reason I like to go in pairs when I do research is because I like to figure
out afterwards, what did that person see that I didn't see?
If you go in pairs, you can bounce ideas off of each other after the interview, or
observation or safari is over.
After you've done your research,
I want you to write your summaries down of your research right away.
Aim to do it within 12 hours.
Here's a room where I came back and posted a bunch of notes after every interview.
This helped me remember details I wouldn't have otherwise remembered as time passed.
At times, I've actually finished an interview, gotten back into my car and
written up my notes right there in the car so I didn't forget any small details.
It's amazing how much you'll forget as time passes.
As technology develops, we are able to collect data and collect insights
that has such a rapid speed and with such a lower cost than we ever were before.
Consider my colleague in Asia who is looking at mobile phone technology.
In a single afternoon, she was able to talk to somebody in Europe,
in the Americas and in Asia about their opinions all through video technology.
I want you to think about this because it's no longer necessary for
us to travel across the globe, take months doing research.
If we wanna get a global perspective on a particular issue,
we can often do it very quickly and write from our own computer.
Now this isn't saying that I don't want you to go out and talk to people directly.
It's just, I want you to remember that if you need to get a broader perspective,
you can often do so using Internet technology.
So when do you stop collecting research?
The truth is you never do.
With every question that you get answered,
it often reveals something that you didn't know.
So you're gonna constantly be researching throughout the entire design process.
The questions will change over time as you'll get more and
more familiar with the particular context but you'll still be generating questions,
so I want you to always keep the hat of a researcher in mind.
Let me illustrate what Intuit does.
They do something what I like to call rapid research.
In a single week, Intuit will do research,
design a new technology, and test that new technology.
Based on the feedback from the technology, they'll redesign it and
begin the process again the next week.
So every week they have a research date set up.
The expectation is that they will be doing research every week.
They won't always know what the questions are ahead of time but
they know they need to do it every week.
This comes from a project that I think is just fascinating.
They were observing people doing their taxes and noticed, lo and
behold people weren't having that much fun.
You'll notice in this picture this man's doing his taxes and
simultaneously he has his smart phone there.
During the research they thought how might we use smart phones to help people do
their taxes more easily.
They came up with a new system which allows people to take photographs of
their forms.
That information is updated into the system.
And much more of the information is prepopulated, so
they don't have to do as much work when doing taxes.
This has resulted in a very successful project for them that I think wouldn't
have come about unless they had had this rapid research design iterative process.
In this lesson,
you've learned the importance of getting honest feedback in multiple forms.
I hope that you go away, thinking about how is it that I can quickly get
my questions answered from real people who are going to use the information and
how can I constantly be using the research process throughout.
