产品思考方式-认知模型
in 产品设计 with 65 comments

产品思考方式-认知模型

in 产品设计 with 65 comments

存在先于本质,选择先于存在,自由先于选择,自我先于自由。-萨特

创新是XX发展的不竭动力,但在互联网产品设计中,一些场景并不适合创新,我不主张主动求创新原因有四个:一、容错率低,团队不足面对错误带来的损失;二、大的厂商已经约束了用户的使用习惯,譬如人机交互中单击、双击、左滑、右滑、长按、上滑、下滑等这一些列的动作;三、跟着市场领导者走就不会有错,市场领导者巩固现有的地位,必然会关注竞争者的动作,自己花了全部创新成功了,也将会被超越,除非资源充足支持不断的创新,成功的获得资本的认可;四、技术不稳定,使用成熟的技术开发一款产品降低了维护成本,可快速的在市场上试错。
创新改变了用户的认知,与用户期望产生落差,极大可能造成用户的流失。就创新带来的认知的变化,我想在本文中描述一下。
古斯塔夫·勒庞在《乌合之众:大众心理研究》一书中描述了种族、传统、时间、政治和社会制度、教育五个影响人们思想的因素,我个人认为其中教育是最具变化性的一个,教育广义上指影响人的身心发展的社会实践活动(百科)。人在教育中是具有主管能动性的,会以外物所转变。这五个因素塑造了人的认知,认知进一步决定心智,心智具有不完整性、局限性、不稳定性、没有明确的边界、不科学、简约六个特质,而创新会引起目前用户心智的改变,一旦引起反感后,将一发不可收拾。
什么样的场景易引发用户的反感?

  1. 定位不服
    功能要根据应用的定位进行包装宣传,不可张冠李戴。大的市场蛋糕被细分领域市场一点一点的剥离开来,不少的明星企业诞生,近几年小程序的诞生,加快了细分市场的蚕食速度,打开小程序,搜索周边,琳琅满目的小程序让人眼花缭乱,卖衣服、卖鞋、送水、送花等等不一而足,应用现在需要把单一功能做到极致后,慢慢延伸孵化扩张, 合理化的添加功能,达到一体化的服务,创造新的商业模式,大而全的应用切入市场变得困难,所以新功能定位要符合现有的体制和用户的预期。
  2. 漏洞频出
    一个功能必须是一个完美的闭环,有进有退,张弛有度,用户的知识储备随着阅读的不断增加,之前的套路滥用会引起人们的不适,譬如运营常用计两之模糊概念,虚实结合,你说你送一个优惠券,规则自己都没有想清楚就宣传,自我形象不毁了嘛?这个功能需要明确、完整,避免漏洞,不然用户会觉得自己收到了欺骗,欺骗的后果就不言而喻了。另一个是技术不成熟,系统安全的漏洞,保护用户数据的安全,赢得信赖。
  3. 资源不足
    新功能的上线,必须要保证资源的充足,内容不要那么空无。资源是一款应用生存的命脉,就搜索引擎来说,目前搜索不仅限于百度,头条、简书、知乎、微信等各应用内搜索的答案比百度给出的更加具体。资源足够了,哪怕外衣丑点,是完全可以忽略的。

  4. 功能需要给用户一个选择的机会,上来就给用户定性,强迫用户接受,这将引起用户的极度不适,被别人控制的感受,将是一个灾难。
    创新不可怕,可怕的是创新的立脚点或出发点就改变了用户心智,资源配备不齐的团队,尽量避免过大的创新,一次的跌倒就会导致永远也站不起来。
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