In fact, the experience of "user experience" in China is the same as that of imported concepts such as democracy, constitution and productism. Although few people really understand its actual connotation, it does have a high utilization rate and penetration rate, and its basic fate is only repeated every day as a headline slogan. Big bosses read more books, but at most they can be summed up as "empathy determines the brain", "you should correct the attitude of serving users" and "pay attention to details", which has nothing to do with the user experience itself, and changing the theme is equally effective. For more people, literally, this is a sentence that looks perfect and absolutely correct. After all, anyone can be a user. As for the experience, it is hidden in people's hearts anyway. No matter how advanced your technology is, you can't verify my idea. Even if someone says it, it is impossible to confirm whether it is a true reflection. If you are really in a hurry, you will argue with each other: "If you are not a fish, how can you know the happiness of the fish?" I don't know the happiness of fish; I didn't know you didn't know the happiness of fish ... "
If you want to know what a good user experience is, you can't stop thinking about "user experience" on the level of political correctness and chicken soup. Undoubtedly, it is indeed the key factor for Apple to win. The degree of understanding and interpretation of this concept will directly affect the combat effectiveness index of your enterprise and even the enterprises of the whole nation in the present and future business wars. Just like "democracy", there are a lot of ideas hidden behind it that we have not yet interpreted and understood. We need to constantly scrutinize the actual connotation of "user experience" instead of staying at the text level! We need to face our hearts, be truly humble to ourselves and return to zero. Pull it back to the original point, forget all the cognition constructed by others and look for clues again.
A simple and rude review of the birth process of the concept of "user experience": "In vernacular Chinese, it is because the software made by many engineers in the early Internet according to their own logical habits can't be used by ordinary people, and the opportunity cost of spanking users for service is too low, so the importance of user experience has gradually formed a * * * knowledge in this industry. "But in fact, if we look at it in a broader sense, user experience is not a patent of the Internet, nor is it produced after the Internet. If we look at it more easily, we can understand that when human transactions occur, the user experience of some products or services is produced, which runs through the whole process of the formation of human commercial society. In this way, user experience can actually be interpreted as a kind of value judgment produced by people in the process of meeting their needs.
When it comes to demand, we should draw a clear line with Maslow's demand theory. Maslow made a logical classification of human needs, which did not involve the judgment of demand value. What I want to discuss is the ways and channels for people to judge the satisfaction of needs at all levels. This process does not have the potential order of survival before the value is realized in Maslow's demand, but simply discusses how people experience all products or services. I can be roughly divided into two latitudes: first, people judge the value of product experience as biological people; Second, as natural persons, people judge the value of product experience. These two latitudes permeate each other in the product, and there is no order. Most people's empirical judgments are also made on the basis of these two positions.
The first dimension of user experience: the perceptual experience of biological people
The first dimension I call the user's perceptual experience as a biological person, and I call it the user's brainless experience. This is the most important user experience, which has been ignored by investment promotion at present.
We humans have lived in this world for tens of thousands of years. Before we named ourselves "human" to distinguish ourselves from other species, we made a direct perceptual response to the outside world through our sensory organs, just like other species. For example, we can make the best choice among 2000 kinds of apples, and this kind of product feedback directly leads to the fate of most kinds of apples being eliminated. Today, most of our product experience judgments are still not judged by the thinking logic after we become "people", not just Apple, but most of our decisions about the world's reflective behavior do not need to be judged by brain speculation. So that the value judgment and behavior judgment made without brain speculation are far more than speculative judgment! So, businessmen, you can imagine how important this mindless perceptual experience judgment is when we make a decision whether to buy a product or not. You think that people use logical thinking to make purchase decisions, but in fact, its influence on purchase far exceeds people's logical thinking.
This ability reaches its peak in infancy, and then gradually loses with the deepening of people's socialization. The only way to keep this biological perception is artistic edification. Interestingly, the people who ignore this kind of user experience most are precisely the biggest weakness of the relevant personnel (including these bosses) who talk about it every day in China. Their socialization and secularization are generally high, and the most accumulated experiences and feelings in their minds are related to the rules of this social game. It is also a common tragedy for those who have been fortunate enough to have experienced or been exposed to art education. What they learn about painting and music has nothing to do with art, but is purely technical. Of course, here continues to be another big topic, which will not be listed here for the time being. How will this defect of biological perception affect our judgment on product design?
Take the user experience of mobile phones as an example. As mentioned above, it is precisely because this kind of conceptual cognition that appeals to sensory perception is basically equal to zero in their consciousness, so they don't want to pay attention to the user experience of the product, but turn a blind eye caused by unconsciousness, or consciously, their perceptual ability has become powerless. In their minds, they are extremely unsure of what is "beauty", and everything they see has long been taken for granted! Emotional words: "Their tongues have long forgotten the sweetness of rice grains; Eyes have long forgotten the transparency of the blue sky; Their palms have forgotten their breasts, their brains have forgotten their question marks, and their bodies have forgotten their gods ... "They certainly haven't thought about users' perception of mobile phones from the following latitude:" If mobile phones are just a simple "thing" that users must carry with them, what expectations do users have for the size, weight, touch, texture, shape and color of this thing? How can you put a mobile phone and a bunch of other brands in a pocket so that every user can recognize it by playing with his hands? When the user is in a daze or waiting for an incoming call, the mobile phone is repeatedly flipped in the user's palm. What is the feeling it conveys? " ..... What these people do is called shanzhai, not without reason. In this field, when there is no experience to learn from, they have neither experience nor creativity!
In fact, from my biological perception experience, Jobs is the one who has figured out the relationship between human body and mobile phone at present. The key to this question is, who is the first target of mobile phone service? The answer is as follows:
First, hands
B, brain
C, ears
D, eyes
People who ignore the bio-sexy experience will undoubtedly choose B. I can't speak for Jobs, but you can review Jobs' key decisions on the iPhone: "Make the mobile phone lighter and thinner, keep it 3.5 inches for the first to fourth generations, remove the physical keyboard, switch to multi-touch and make special glass on the front and back ..." These core decisions that lay the core position of the iPhone user experience are not for the "brain" but for the "hand". He chose one!
This is not a complicated forward-looking judgment, but he noticed the existence of the hand and noticed that it has its own value judgment and emotional memory. And know that whether to buy or not is the user's decision. Therefore, when balancing various contradictions in design, the priority is the feeling of "hand". It is precisely because people have made great efforts not to pay attention to the brainless experience of users with little attainments that so many people don't know what is good about Apple, and they like it because the primitive feeling doesn't come from the brain.
Don't design things for every brain. The structure of human brain is not formed for a long time. How do they know what they want? 10,000 brains will have 10,000 expectations for mobile phones, and the judgment of "hands" will be much more stable, because it will take thousands of years for human palms to evolve to the next stage, and there is not much difference between different races.
To make this judgment, you don't need to know much industry data, don't need to consider how competitors do it, and don't even need to refer to personal likes and dislikes. You just directly turn yourself into a natural person who only looks at the problem relative to God! Let's review this point for everyone. If it reaches this level, you users are blind and don't understand the experience. Take the well-known girl-chasing as an example, and then rehearse the concept of user's brainless experience: please think about the process of building your feelings for a girl. Have you made a value judgment on each other through rigorous brain speculation? Obviously not. Your vision, touch and sound will directly affect your heart and fill your memory. As for all other elements, you know! Looking back at what Joe did is equivalent to finding out all the male nude female forms he likes and applying for a patent. From then on, other women can't grow up like this, and other women are also very unhappy, so they can only play tricks and spell the scale. Although some men are tired of playing with standard beauty, it seems that they are sharpening their knives and moving closer to orthodoxy, but what will happen in fact, you know!
summary
Relatively speaking, the first dimension user experience has nothing to do with the human brain, because the body, as a biological concept, will directly make value judgments on the world, and it also has its own independent memory system and emotional system. You can even ignore the commands of your brain when necessary. This power is hard to notice, but it does exist and is extremely powerful.
The second dimension of user experience: the lonely experience of products
The second dimension of user experience, I call it the lonely experience of products. I hereby declare a rule that I have summed up: any tangible or intangible product, as long as it can continuously and effectively implant elements to alleviate human loneliness, is equivalent to providing users with a corresponding pleasant user experience.
This law comes from thinking about why people are "people": a long time ago, we jumped from the existence of biological people to the existence of natural "people" in today's concept, and the most crucial step in this jump is human's awakening to human self. According to the myth, we ate the forbidden fruit of the Garden of Eden, so every "I" was independently imprisoned by God in a short period of endless time and space. Each of us needs to face death independently. Death is frightening because it represents eternal loneliness! This is the biggest difference between human beings and other species, and everything of human civilization and history begins here. Because the awakening of human beings makes people gain power far beyond all other species, but it also makes people suffer from a terminal disease called "loneliness"
It is precisely because of this that we have a much stronger desire to communicate than other species, and we have invented words, communications and networks. We strive to improve our communication tools and methods, in the final analysis, because we want to pursue even a moment of "not being lonely": our paintings, cameras and books are all for self-communication that breaks through the time and space constraints, and we hope that our thoughts can find soul singers in our voices, feet and life spans. Because of this, we invented social games, and we created all kinds of game levels called "success" to make people forget that they exist as "roles" in social games; We also challenge the realm of God with the courage to know what we can't do. Although we have only been to the moon for the time being, we can only clone small animals for the time being ... because the spirit of "man" is passed down from generation to generation through blood, I hope that one day, we can come to the end of loneliness. This is not sensational, but belongs to an inner meditation on all the existence in the past. This is the fate of mankind. No matter how your needs as a biological person or even the needs of social people are met, your lonely needs as a natural person will stab you in the heart. It is precisely because this pain point is everywhere that we can implant and bind the elements that alleviate loneliness to all "things" that we can touch or perceive. This is nothing new. We have many such applications in real cases, but we lack a systematic understanding of this application!
For example, the emergence of "birthday cake" is a typical example of injecting a lonely placebo into a physical product. Of course, it is a pity that the person who originally invented this concept can't get patent protection, so the economic value of the inventor can't be discussed ... For a product with a long history and low technical barriers, the brainless experience has already been polished to the extreme in this product. Moreover, no matter how classic the color, fragrance and taste are, users will get bored every once in a while and cannot form long-term and effective user stickiness. This situation lasted for a long time, but one day a smart guy may think that life is too hard and the beauty of the cake matches in spirit, so he tries to refine the abstract concept on it-implant the concept of birthday into the cake. Let all your friends sing a birthday song for you, make a religious wish, blow out the candles, and then you can share this cake with your friends! Therefore, this cake, which is also composed of water, flour, eggs and yeast, provides an unparalleled user experience for other cakes. Even the demand for this abstract experience of loneliness is stronger than all other biological sensory experiences that this cake can provide.
Users who demand high quality of life are simply not enough to sell their kidneys. I want to explain it from the following two angles:
First: Apple's mobile phone itself is a huge empty box. By activating the App market, this small box with standard system has actually become the place that carries the most human communication. The mobile phone itself is the first window for modern people to communicate.
Second: After the assimilation of Jobs and Apple, Jobs made his image tough in the face of the ultimate loneliness of Apple products. People in this era are weak, evasive and ashamed in the face of this problem. This is the same as our psychological state of contributing incense money to the Buddha statue, and it is for the courage and glory of our own lives. Jobs' attitude towards life provides a good reference for facing loneliness.
We humans have been imprisoned by God on this small planet for tens of thousands of years, and we all feel lonely in our bones. So many things are of no economic value, or will not be seen at all in the short term. Why do so many people still have to do it one after another? Because some people have a sense of mission to pursue the ultimate truth handed down from generation to generation.
Once again, as "natural people", we don't need anything except to relieve loneliness! For product people, as long as you have the ability, there is no need to find market demand at all. Lonely market will never be saturated, lonely market will never have national boundaries, and lonely market will never need to divide user groups. .................................................................................................................................................
Summary:
All experiences come from the process of meeting the needs, and the needs come from people's awareness of self-deficiency: when a biological person exists, your stomach will tell you what you want to eat when you are hungry, your fingers will tell you that you can't be roasted for more than three seconds, and a BUG in your brain will tell you that Starbucks' oversized cup is the most suitable choice ... What I want to tell you here is that people exist as biological people first. And the time you have existed in this state is much longer than the time you have existed as a natural person and a social person. Any part of your body is much smarter than your absurd logical judgment. All your organs have independent wisdom. Learn their languages and use them!
However, after awakening to become a "person" in today's sense, people are cursed by eternal loneliness, which makes alleviating loneliness the biggest, most urgent and most unsatisfied demand after becoming a "person". As long as you can learn to use your product to arouse the loneliness consciousness of these biological people and social people, and then comfort them, the product will naturally generate value by providing users with a good experience.
postscript
This is the first time to write an industry-related article. Thank you very much for meeting the last person. Language itself, no matter how it is used, will convey imprecise and inaccurate meanings. Shortcomings, still hope to teach (chenshucafa@qq.com).
Some readers may have such questions, why not analyze the user experience of products from the standpoint of social people? I think so, too. This article is written for these geniuses who are familiar with the rules of social games. The composition and value orientation of society have changed too much with the region and times. And I am a vulnerable group, and I don't have enough ranking and influence in social games. China, an elf with this skill, never lacks it. I believe they have such experience and ability. So, I consciously bypassed this part.
But I have absolute confidence to talk about what these geniuses really lack as "biological people" and "natural people". It is human nature to turn a blind eye. Everyone can only see what he wants to see-if you don't plant this seed in his heart, he will never see the existence in front of him. I hope my article can sow such seeds. This is the real gap between you and Jobs, because I really don't think it is terrible to have a gap. The terrible thing is to give up or feel good about myself even if I don't know where the gap is, so I finished this article patiently. I hope it can be of some use to those who have a heart.
Text: Geek Park