User experience thinking and implementation of innovative design have always been the most difficult part of the product or service process. On Friday (May 27), YoushiShu invited many experts from the industry, including Snow Leopard, AJA, 104 Human Resources Bank, KKBOX, Yahoo!, and the Finance Association, to share the wonderful sharing on "Divers and Practice of Innovative Design".
"What is the key to shaping an organizational culture with user experience design as the core?" During the MIX Action Experience Design Forum, a participant asked such a question during the Q&A session. The term
user experience (UX) is not unfamiliar with many companies. However, just like the questions asked by the participants, the slogans that are still like watching the flowers in the fog, unable to figure out the clues and eventually become empty. Fortunately, we can sort out some clues from the sharing of industry experts invited by the forum.
"Avoid talking about functional specifications from the beginning and think about how value is reflected in the situation"
—Zi Ce Association Xu Yuliang, head of the Innovation Research Institute,
, from Zi Ce Association Innovation Service Research Institute-FIND, Xu Yuliang, leader of the new technology observation group, took a variety of IoT products as an example, and pointed out that the product should be able to continuously convey the spirit and value of the product in four major situations, including unboxing, setting, use, and continuous use, and must provide a painless and smooth experience.
Image source: Amazon
Taking Amazon's wireless music device Echo as an example, this product provides a simple and clear setting process from the beginning, supplemented by voice guidance. In addition to being a Bluetooth speaker, it also connects to many third-party services and Amazon Internet services. After connecting to Wi-Fi, it is a powerful smart home controller. Throughout the process, Amazon Echo perfectly reflects the product value of its "service system that connects virtual and real", providing users with excellent experience and motivation for continuous use.
"Innovation requires open culture, fermentation and transformation, and then breaking out of the framework."
—AJA Dayu Creative Design Experience Design Director Chen Wengang
mentions user experience, which is often accompanied by the idea of innovative design. In response to this, Chen Wengang, design Director of Dayu Creative Design Experience Design Use Experience, believes that "there are many 'small ideas' in life, but without 'valued innovation', it is impossible to make a profit."
So how to achieve "valued innovation"? Chen Wengang said that the first thing to do is to have an open and transparent organizational culture within the company. Taking AJA's own experience as an example, in 2014, they found that corporate organizations gradually became rigid and few innovative ideas emerged. It was fully flipped in 2015, including flexible working hours, organization and project transparency..., etc., so that all members of the company can have enough room for play.
, then innovation can be fermented and transformed, and finally break away from the framework. Chen Wengang used "brewing beer and milking" to describe the relationship between innovation and standard operating procedures (SOP). Innovation will not be as good as milking. It is fine to do it as SOP. Instead, like brewing beer, there are complex changes and high conversions in the process, with a very high failure rate, but the things produced are often unexpected.
"There is no best design for design, only the most suitable design for the moment."
—AJA Creative Design Creative Director Yang Yingliang
Back to the design itself, Yang Yingliang, creative director of creative design of Dayu, believes that designers cannot only start from the perspective of the aesthetics of design, but should understand social issues and context, combine product goals and audiences, so as to find the core issues and make emotional designs.
Yang Yingliang took the Richart Digital Bank, a customer of Taixin Bank's product, as an example. When he received the demand to expand the young ethnic group, he did not immediately focus on changing the design, but instead went back to conduct competitive product analysis to find out the uniqueness of the product, and summarized that the design of the Internet banking APP should be personalized, content priority, trustworthy, and simple and convenient. After clarifying the current situation, it will be implemented and finally create innovative products that are different from most bank APPs in the market.
"The key is not what content you have, but what the user wants.”
—South Korea Amoeba Design User Experience Director Xu Xiaozhen
continues the design issue, and Seo Xiaozhen, User Experience Director Xu Xiaozhen, from Amoeba Design in Seoul, also shared South Korea's experience. She said that more and more customers understand that they can’t just do sales, but care about the consumer experience. For example, LG and Samsung have bet on smart homes. Usually, mobile, television and other networked devices have their own interfaces. To integrate all devices, it is necessary to understand what the user wants at different devices and at different times. The same is true in the automotive industry. In the past, "safety" was the ultimate consideration of all designs, but now there are some changes in the trend. For example, Hyundai has also begun to pay attention to the operation interface and interact with drivers, and even create autonomous driving.
Xu Xiaozhen said that since most of Amoeba Design’s customers are large Korean companies, the design process is complex, but it is similar to that of Taiwanese design companies in terms of research and execution. Whether a good design can be produced is the most important thing. Team communication and whether it is in line with the actual use needs of consumers.
"UX is not a department's business, it is everyone's business."
—Senior design expert of the User Experience Department of Snow Leopard Technology Wei Mingxin
The idea of having user experience and innovative design may not be the most difficult. How to implement it in the enterprise and how to divide the labor between PM and UX designer is a question for many participants.
comes from 104 Information Technology User Experience Associate Liu Xinxiong, with more than 20 years of experience, pointed out that everyone in the enterprise should have the concept of user experience, rather than a single department. It takes 2 to 4 years to shape such a culture, and 6 to 10 years to be long. Xia Jun, director of KKBOX product design department, added that they have invited the highest level to participate in the design process and even draw pictures, understanding that design will directly affect consumers and it is easier to promote changes.
As for the division of labor between PM and UX designer, Wei Mingxin, a senior design expert in the User Experience Department of Snow Leopard Technology, put forward interesting insights: the two are indeed not easy to define, and there is no need to worry about who drives the product. UX is not a matter of the same department, but everyone's business. Liu Xinxiong also said that he did not need to care about professional titles to avoid falling into the form. Enterprises might as well use their first and second expertise to divide the work.
(cover and back cover pictures source: MIX 2016)
