When you see this title, everyone should think of “user-centered product design method”, but I prefer the “scene-centered product design method”.
One of the most important steps in “user-centered product design method” is “creation of personas”. A persona is a typical user fictitious based on research or observation of the user. Each character will have a series of personal information such as name, age, weight, hobbies, personality, photos, and problems encountered by the character, and then design products from their perspectives for the problems encountered by each character , So you can prevent you from designing product functions from your own perspective. But there are two problems:
First, small and medium-sized Internet companies simply do not have the time and money to conduct large-scale user research.
In the current fierce Internet competition environment, many companies will require faster product launches. If they can write PRD documents, they will try not to write them. If they can spend less money, they will spend as little as possible. Therefore, this kind of research based on user interviews and questionnaires is very costly.
Second, focusing on only a few typical users will limit the development of the product.
Let me give you an example. 4 people have purchased train tickets online, and they all need to pick up paper tickets at the ticket machine at the train station. They are a 22-year-old fresh graduate, a 45-year-old senior director, and a pregnant woman. A 29-year-old pregnant woman with a child of 8 months, a 67-year-old man in the county, when designing the ticket collection interface of the ticket machine, we did not need to consider the characteristics of each person, and then asked their needs, and then decided how Do, because if you do this, the designed interface will be very limited, and it will not satisfy all users.
Based on the above two points, I think the scene-centric product design method may be more practical.
In fact, in the ticket collection scenario mentioned above, everyone’s goal is the same, which is to collect tickets! There is no need to pay too much attention to the specific situation of each user role, because in real life, even different types of users, when encountering the same scene, may make the same reaction.
For example, I am very introverted and reluctant to communicate with strangers, but when I went to participate in a very interesting book club activity, due to the passion of the host and the atmosphere of the scene, I actually played games and communicated with everyone. This is completely infected by the environment at the scene.
Therefore, when we think about the problem with the scene as the center, we consider the needs of the scene (as long as everyone is in a similar scene, then everyone will have similar needs), instead of digging into the details of the user role (There is a risk of deviation). The advantage of this is that the designed product functions can satisfy a wider range of users. With high traffic, business needs can be better driven.
