Analyze Complex Interest Chains and Provide Scenario-specific Design Methods for Personalized Roles
  • Qianwen Mu Qianwen Mu JD Logistics Interaction Design Manager

Analyze Complex Interest Chains and Provide Scenario-specific Design Methods for Personalized Roles

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Session A8
Meeting room 301B
Time 12/17 09:00-12:00
Type Workshop
Language Mandarin
Direction Interaction Design
keynote content
Content Introduction

The demographic dividend period is over, the Internet market is turning to the second half, and during the period of slow growth in the To-C field, many first-line Internet companies have poured more resources into the To-B business, hoping to provide personalized solutions for enterprises or merchants. Therefore, some enterprise-level mid-back systems have become increasingly important. In the design of the To-B system, in the face of product goals of open source, cost reduction, and efficiency improvement for the enterprise, the design team should build a design method that can quickly understand the product model, accurately locate the pain points of users, and quickly capture business scenarios.

Everyone knows that the user roles of To-B systems are complex. The actual users of these systems are usually user groups with clear professional characteristics, such as courier, finance, sales, and so on. Affected by professional thinking inertia and industry characteristics, user groups with different roles will also maintain some unique usage habits in the operation process. When designing for these users, it is difficult for designers to feel the pain points of their use through empathy, and it is easy to produce misunderstandings on the front-line practical scenes, which leads to the problem of “incorrect problems” in the design.

In this workshop, the speaker has accumulated many years of experience in the design of the To-B system at JD Logistics, and will explain the methods to improve the role of user experience perception with specific cases. Immersive research is used as an entry point to understand user role behavior, combined with user experience maps and service design blueprints, to refine and standardize the design methods and outputs applied at each stage to form a set of well-implemented, landing-based experience methods . We will use this as a guiding principle to truly restore the user's practical scenes, one by one to break through the design conflicts in complex business scenarios, and open up new design ideas for everyone in To-B design.

The main contents of this workshop include:
1.Removal of pain points in the To B system
1.1 The role of the system is complex: different roles have different demands, and it is difficult for users to collect
1.2 Changeable business scenarios: professional terms are obscure and require a high professional background
1.3 Unordered function overlay: page style is not uniform and lacks integrity

2. Identify user motivations & expectations
2.1 Business objective dismantling
Digging depth: interviews with experts
Look at breadth: product walkthrough
2.2 User target disassembly
User Experience Map: Emotional Curve for Character Users & Emotional Curve for Ultimate Users
Service Design Blueprint: Reasonably allocate resources to create a peak-end experience
2.3 Positioning requirements:
Get the opportunity to transform from a business model to a user model
Grab the core path and refine the pain points, itching points, and cool points of the role users

3.Design anchor points
3.1 Positioning: goal-oriented design, deriving design strategies
3.2 Deconstruction: the disassembly of existing functions & the combing function
3.2 Refactoring: Optimize logic, build architecture, and restructure functions

4. Design verification & component precipitation
4.1 Usability testing, problem discovery and verification
4.2 Grayscale test, let the data speak
4.3 Differences and Precipitation of Common & Customized Components

Structure and Agenda

1. Ice breaking
2. Introduction to user positioning and design methodology
3. Explaining specific cases
4. Role analysis exercises
5. Q & A interaction
6. Summary review

Target Audience

1. 1-3 years interaction designer
2. 1-3 years user researcher
3. Product manager

Participants Benefit

1. Understand the whole process design analysis method of To-B system;
2. Grasp the characteristics of different user roles;
3. Master the design method of restoring real business scenarios;

Work Case
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