Today, let’s talk about several types of priorities that need to be considered in product design.
The grasp of priority in design is to allow us to put the really important functions/contents/elements in prominent positions, display them with the most interface resources, and weaken and hide the minor parts. Some are simply cut off. This is the most easily overlooked part of the product design, and it is also a mistake that is easy to make when optimizing and designing the user interface of the primary product. As for how to arrange the buttons and how to organize the functions. I have written an article before. Deleting, organizing, hiding, and transferring are four methods to make a “simplified design” of the product . So what priorities should we consider in the design? It is divided into the following 6 categories.
1. User priority
We all know that users can be divided into mainstream user groups/random user groups/expert user groups according to the dimensions of operating experience. What is an expert user group? Refers to those who are willing to explore your product or service, and will give you various suggestions for improvement. They want to see unprecedented technology customized for them. This type is rare after all, but it often exists. What is a casual user group? Refers to those who have used similar products and services. They are interested in using more advanced or more complex products, but are unwilling to adapt to new features. Their characteristic is that they are not very willing to learn. The biggest are mainstream users. They will not be happy because your product adopts new technology. They just want to use your product or service to accomplish their purpose. They will not use all the features of your product, as long as they can complete their own tasks. Like many people have said, my mobile phone can make calls and take pictures. So we must first consider this mainstream user group at the beginning of the design, rather than naively thinking that your products and services can satisfy everyone.
2. Function priority
Put the high frequency of user use and core functions on one level. If you follow this statement, you will say, I think I use this product frequently. In fact, a product also has several core functions. If your product can achieve what you think is the core function, then you should reflect on whether your product is inaccurate in product positioning or whether it has done so. This kind of “all-encompassing” product, is it a stupid thing to stack on the product without reflecting on the demand? Hurry up and think about the demand for yourself, and you can deal with it according to my article above.
3. Content/information priority
Divide the content into different levels, and the core content needs to be clearly highlighted. Each interface conveys the core content of the user, whether this page is a product introduction or a job introduction, or even important emergency notifications. We must highlight these content simply and clearly to reduce the burden on users’ brain resources.
4. Interaction priority
The main interaction path needs to allow users to get through with the least mental cost, and minimize the branches on this path. We often see the [Advanced Settings] module function in the product in this form. To deal with the interaction priority, we can first establish an [interaction pool], and then select the interaction path according to the content of the previous 2 points, so as to process the interaction priority.
5. Visual priority
Visual needs are levels, and colors give different stimuli to the eyes, so that users can see the key points at a glance. When the user designs the prototype, it is necessary to explain the page hierarchy. For example, this button should be more prominent, and that button should be lighter than this button.
6. Priority of loading
Here is the actual display problem, here is a data processing method “asynchronously load data”. For example, an article details page can first display the title and the number of likes/favorites/comments when loading. When users see so many people reading and commenting, they will be more interested in reading and understanding.
Through the above 6 points, we start to summarize
- The product positioning user group is more clear, and when the product gets objection from users, the first point can be used to confirm which type of user group the responder belongs to.
- Product functions are distinguished by priority, and it is easy for users to find the functions they want when using the product to accomplish their specific purpose.
- The page has a strong sense of visual hierarchy, and users will be able to see the information they want the first time when using the product.
- Interaction priority, users can quickly reach their desired interface during use. Will not be disturbed by other branch paths, reducing the probability of users clicking on the wrong path.
- Visual priority, when the user uses the product, the eyeball can see the content level management based on the color judgment, and guide the user’s click behavior.
- The priority of loading, in the actual use process, the display data is larger or the network speed bandwidth is smaller. The user reduces the irritability of the user’s mental model based on the first display of the information content.
ps: The above 6 points must be used complementary to each other in actual design to design a product that users “applaud”.
