Linguistic Design Thinking——Methodology for Inferring Design from the Information
  • Guanmin Guo Guanmin Guo NetEase UEDC Design Director

    The pioneer of NetEase user experience. In 2008, he established the User Experience Design Center (UEDC) in Hangzhou and developed into a group-level functional department. He has led many star products: Netease Cloud Music, Netease Koala, Yixin, LOFTER, Netease Blog, etc. The UEDC department in charge is connected to nearly a hundred Internet products of NetEase, and its business scope includes e-commerce, social networking, education, finance, cloud computing and other fields. Developed several professional courses in the NetEase cloud classroom to help design enthusiasts enter the Internet design industry. Recently won the 2019 Guanghua Longteng Award · Top Ten Outstanding Young People in China Service Design Industry.

    Infinite Entrepreneurs: Constantly explore the secrets of product success in new business and maintain awe, craftsmanship, permanence, creativity, and goodwill.

Linguistic Design Thinking——Methodology for Inferring Design from the Information

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Session D1
Meeting room 301A
Time 12/19 09:00-12:00
Type Workshop
Language Mandarin
Direction Design Thinking
keynote content
Content Introduction

I believe many design managers have experienced this situation. When you review an interactive or visual work, you ca n’t understand it, and then ask the designer to explain it. The simple oral expression will immediately understand that this situation is not the case. Rare. Many problems can be found from this phenomenon. Why is there such a big difference between oral expression and interface (screen-based) expression? What is the essential difference between them? Is there any way to make the interface expression as smooth as dialogue? Can you achieve efficient business transformation through interface design like a successful salesman? These are the questions that all designers should care about, and also the questions to be answered in this course.

Everyday communication is the transmission of information between people through sounds, which affects the other party to achieve their goals. We are very familiar with this set of interaction methods. In the field of the Internet, designers need to enter all the information at once, and pass the information to all users visually through the carrier of the screen. It is very difficult to achieve the ideal communication state. It is clear to see the bad conversion rate. . Fortunately, the rapid development of the Internet has brought a lot of cornerstone-like theories and methods to this field, such as user experience and service design. However, while benefiting, it also makes it easy for us to think that we have mastered the skills of interface expression. If the ideal communication is to make everyone understand in seconds, then we still have a lot of room for improvement.

This workshop is to return to the essence of communication. By refining its core concepts from multiple disciplines such as cognitive psychology, linguistics, and design, it systematically analyzes a large number of Internet designs in recent years, explores the laws of design combinations, and then Combining the design cases of NetEase for many years, a systematic design methodology is summarized. It is hoped that it can help designers to design designs that meet commercial value faster and more accurately. For upstream design managers, product managers, markets, and operations, they can guide the design to create higher business benefits by understanding systematic evaluation methods.

What you will learn in the workshop include:
1、Look at the design from a different perspective
1.1 Theory of Design Language
1.2 Analysis of Success Stories with Linguistics

2、Get a better project evaluation system
2.1 Visual morphemes in one-way systems
2.2 visual morphemes of cross systems
2.3 Speech panoramas of various design scenarios

3、Design methods that enhance the success rate of business goals for design
3.1 Learning Funnel Model
3.2 Learning user decision models
3.3 Learning the Persuasion Model

4、Design innovation on the right path
4.1 Set a lower limit for innovation
4.2 Make limited creativity on the critical path

5、Easily reach the high position of *ROI
5.1 Word templates for various design scenarios
5.2 How to make a speech template

* Note: Return on investment (ROI)
The English name of return on investment is Return on Investment, which is abbreviated as ROI. It refers to the value that should be returned through investment, that is, the economic return that an enterprise receives from an investment activity. Return on investment (ROI) = (profit before tax / total investment) * 100%. It can be seen from the formula that enterprises can increase their return on investment by reducing the cost of sales and increasing profit margins, and improving the efficiency of asset utilization. The advantage of return on investment (ROI) is that it is simple to calculate. The return on investment (ROI) is often time-efficient-returns are usually based on certain years. It refers to the economic return that an enterprise receives from the investment in an investment business activity. It is a ratio used to measure the profitability of an enterprise. It is also a comprehensive indicator of the effectiveness and efficiency of an enterprise.

Structure and Agenda

1、Introduction to workshop topics
2、Design theory sharing analysis, combined with the case of Koala Mall, sharing the design methodology of the system
3、Interactive practice: practice based on virtual project grouping
4、Summary and Q & A

Target Audience

1、Design team leader with 1-2 years of relevant experience
2、Interaction designer, interface designer, visual designer with more than 3 years of relevant industry experience
3、Product manager with 3 or more years of relevant industry experience, related designer in operation promotion

Participants Benefit

1、Insight into the principle of information transmission, understand the operation mode of information from the bottom;
2、Grasp the skills of communicating with users through the interface, and open the user's inner decision-making black box;
3、Grasp various key knowledge that affects data conversion, and carry out more comprehensive quality assessment standards;

Work Case
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