This article is translated from a Chinese
article of Lou Haochuan, who is a member of Teambition. If you can read
Chinese, click to read the original article: http://www.36kr.com/p/151574.html
I like the idea in this article, so just
want to let more people know. Hope you can get something from it.
“I never waste money to find what market
demand is. For example, people need water every day, so there must be a market
for water sellers. Market demand is just like human’s instinct. “ This is words
from an ordinary merchant, which make me think that if there is something
ignored behind User Experience.
Firstly, let’s see where the phrase “User
Experience” was from.
User Experience was proposed and promoted in
1990s by Designer Donald Norman, who was the deputy CEO of advanced technology
department in Apple Computer Corporation. Apple promoted the idea of User
Experience to the world through his products.
Almost no one noticed that how did Donald
and Apple find the idea of User Experience.
In fact, we can
get some threads from Donald’s studying experience and his books. He got his Bachelor
in Electronics Engineering in MIT in 1957, and Electronic bachelor of
engineering master's degree in Pennsylvania State University in
1959. His interest was computer, but then he found that studying human by
computer was more useful than studying machine. So he decided to study Doctor
of Psychology in Pennsylvania State University and in 1962 he got doctor’s degree of mathematics,
psychology and philosophy. He wrote two famous books, which are named The Design of Everyday Things and Emotional Design.
We can see that
User Experience is from the study of user’s psychology. So we may think that to
create the best User Experience, we should focus more on users’ psychology
behind user experience, but not the methodology of user experience.
User experience designs
we are using today are all based on certain user’s instinct. What I mean user experience
here is the whole experience of products, including their design, manufacture, produce,
marketing, after-sale and tech support etc.
I am trying to list
8 instincts here. I think products manufacturing, designing and marketing are
all in need of them.
1.
People tend to self-learn: like
a curious baby.
Almost all users have the ability to
learn. For example, an app named appflow from Hungary attracts its users all
the time. People can also gain joy of self-learning when they enjoy the tour of
this experiencing this App. When people step into the world of this app, they
would say: how does it do this amazing work?
Introduce a Mobile game named joy-stacker.
Its stage design is like this: what you learn from last stage can be used in
next stage. And last stage is more difficult than next stage. People would
never get bored and keep self-learning all the time.
This spirit gets people back to the young
days when they were curious about everything.
A good product can bring people feeling of
approval, and even more pride.
2.
People are likely to grab information,
but not wholly understand it: Not Exit = Exit”
There was a bad case called Useless Sign.
This is a fire door of a hotel, which can
not be opened in a fire disaster. In order to warn people that this door is not
an exit to escape, owner of the hotel designed two different signs on the door,
which were NOT AN EXIT and FIRE DOOR KEEP CLOSED.
According to the survey, people would
easily understand the first one as EXIT, so they will open it. While the second
one works, though it has so many words. Why? Because there’s a system in people’s
mind to quickly grab information. When they don’t have enough time to read
words, they will just grab some keywords. This is human’s instinct.
So NOT AN EXIT is the same with EXIT in
the minds of people in a fire disaster. This human instinct has been widely
used in marketing skills. However, many of them become headline writers. I’d
like to notice that when you write an attract headline, there must be something
valuable in it. Otherwise, it may bring bad results.
3.
People hate wasting time: I
have something more important to do.
Products of Apple are easily learnt for just
a green hand.
People always emphasize that users just
need to follow less than 2 steps to get what they want on a website.
People love one-click products.
You can not blame the laziness of your
users. In my opinion, users just have something more important to do. For
example, my girlfriend don’t talk to me since last week, I must fix these damn
bugs on my site.
So I will put those things like learning
how to use my new computer etc in the second place. I hope those things can be
done as easily as possible, because I don’t want to waste my time on them.
I am not saying, the simpler, the better. Sometimes,
people may get bored when the process is too simple. For instance, The
Balancing Siphon Coffee Maker from Belgium is very complicated, which appeals
the demand of people. They can fully enjoy the process of making coffee. But
this coffee maker is not like the products we are talking about here. It’s an art
craft.
4.
People prefer robot with human’s
mind: Siri, be a human.
Human-computer interaction is a big topic, which involves
computer science, psychology, sociology etc.
Siri has become popular and popular. On one hand, people
begin to know the dullness of robot; on the other hand, Siri becomes more and
more humanlike. She can talk to you with not just “hello” “Good morning’’
There are so many electronic products surrounding people
now. However, people need them to be more humanlike, such as talking with
emotion, using oral English but not official words, thinking logically and look
like human.
Besides UI design, we should give users something more. Customers
can be cuter when answering questions from users; when users enter into your
products, there must be guide for them, not just long instruction booklet.
So when designing your products, you should talk to your
users, tell them how to do next. This is the real humanization we are talking
about.
5.
People pursue for freedom, and
hate to be forced to do anything.
During our schooling time, everyone was forced to do
something we didn’t like by teachers. This is really bad memories for almost
everyone. This is one of human instinct. Human pursue for freedom.
Among all kinds of internet products, there are a lot of
problems, such as sophisticated CRM system. Staffs often blame it for its
uselessness. So they will look for other CRM system or just use EXCEL to manage
their data.
This bad CRM system became a burden for staffs. And for
company, they will just get a lot of false data.
6.
Never quit the sense of
reality: ipad guitar is really stupid.
Some apps want to replace the real ones in reality, such as
ipad guitar. It may be creative, but it ruins the aesthetic perception of
playing guitar. I really don’t think using finger to touch ipad and getting a
piece of music is an amazing experience.
SNS sites always make the weak relations be the main line. Actually
it may not work. No matter in Facebook or RenRen, people will feel much more
comfortable among friends.
Authentic bring people aesthetic perception and sense of
security. Beautiful things are good to see, and safe products are good to use.
7.
People hate awkwardness: don’t
make me shame!
No matter western culture or eastern culture, people all
over the world hate awkwardness.
In most cases, people prefer talking to friends to speaking
with strangers; they don’t like to be boring when waiting for buses; they fear
to stand or speak in a lecture of others.
Because they don’t like the word embarrassment, so we
should let them “safely” scan others tweets, vote privately and have something
to do when they are waiting for buses.
Of course, it may have bad effect. People may become more
and more introvert. This question needs more exploring.
8.
Flush pollutions out: we need
the Nature, City and Universe.
Beautiful things are all accepted by all ages. That’s why
UI design is valuable.
Visual pollution refers to illogical complication,
monotony, weirdness etc. But where can we find those unpolluted scenery?
Three places: The Nature, City and Universe.
In the Nature, you can find real and magnificent scene. In
the City, you can find logical design. In the Universe, you can find amazing
and interesting pictures.
Design is a great job.
My thinking
We want to be strong, so we need to think
that how do the strong ones think
when they started. We shouldn't just go after
them and learn something superficial.
Apple can create new things, but there’s
not a company called Orange creating great works.
Steven Jobs never
believe market research. In my opinion, that’s right. What is marketing? Marketing
demand is an analytic statistics about what people are thinking about. To get
this conclusion, you should let people tell you what they are thinking about. Under
this condition, you may lose your own thinking about people’s instinct. You will
not know what people really like and dislike.
We make products
for human beings. To some degree, the one who know human being the best is human
beings ourselves. We may have no authority on some area of expertise, but we
know what ourselves really want.
So let’s go back
to the very beginning of this article.
Is there something
ignored behind User Experience?
For me, there is.
I am just trying
to give some suggestions here, and there must be more human instinct out there
waiting for us to explore. People are interesting creature. And when we embed humanized
factors into our products, they will become interesting creatures, too. Users
will fall in love with them just like loving their girlfriends or boyfriends.
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