User centeredmetics-110223101127-phpapp01
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阿里巴巴用户体验百家讲堂

阿里巴巴用户体验百家讲堂

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  • 用户体验的数据衡量体系相关图表法设计工作坊
  • 介绍结束后请提问
  • 我家挺小的,才两居室…前几天高烧到102F…北京很冷啊,得穿厚一点的外套…
  • User-centered metrics are measurements of key aspects of product performance from the perspectives of the users.page view 是不是可以很好的衡量用户体验?7day active users 是不是可以很好的衡量用户体验?
  • H = happiness -用户的主观态度是什么? E = engagement – 用户 A = adoption - at what rate are new users of the product being acquired? R = retention – 黏性 T = task success – 用户是否能够成功的完成任务?是不是足够高效?
  • 1, 内部工具 vs第三方调研2, 抱怨的少数vs沉默的大多数3, 自己 vs竞争对手
  • 拆分成细的方面
  • Among these dimensions of engagement:Frequency: how often the user visits GmailIntensity: amount of activity during a visit (e.g. events)Depth: usage of key features (e.g. sending mail)更多维度: 在淘宝上花的钱 / 在QQ上发的消息数
  • 不仅仅是完成,还需要效率和速度
  • Happiness 整体易用度 对照片上传工具的满意度Engagement 每个用户每天的PV 每周分享多少张照片Adoption 新用户的增长率 创建新相册的用户增长率Retention 老用户的流失率 查看收藏夹内容的用户增长率Task Success 多少用户点了搜索结果 注册流程完成率
  • 考虑产品的价值,而不是愿景。 Decision making engine for Bing / organize information for Google / 考虑不同USE CASES考虑产品不同阶段考虑产品的长短期目标细化到具体feature
  • 不要讨论如何改善/实现事情有两面,关于失败的指标 有时候更容易被测量到长短期的目标 结合和平衡
  • 1,   background information sharing2, 6 participants, each participant generate 3 ideas within 3 minutes. 3, passing around, Rotate idea sheet every 3 minutes, until the original idea sheet get back to the starter. 4, generate new ideas based on others
  • sort a large number of ideas, process variables, concepts, and opinions into naturally related groups.describe ideas with phrases or sentences. Aim for 5-10 groups. If one group is much larger than others, consider splitting it.  Minimize the discussion while sorting -- discuss while developing the header cards. Ultimately reach agreement on placement, if for no other reason than exhaustion.
  • Prioritizatization Matrix. To prioritize sorted groups require deep understanding on problem situation. Dimensions:What is your favorite? difficulty of implementation value to company value to users long term or short team goal a couple of real use cases that need to be supported
  • Focused on the selected group. Enhance it with more ideas. And pick
  • Focused on the selected group. Enhance it with more ideas. And pick

User centeredmetics-110223101127-phpapp01 User centeredmetics-110223101127-phpapp01 Presentation Transcript

  • User-centered Metrics
    LiuYaping
    Twitter: @LiuYaping
    Email: Justkiddings@gmail.com
  • Agenda
    Who am I? (5mins)
    User-centered metrics(45mins)
    Affinity diagram brainstorming(45mins)
    Q&A(15mins)
  • 关于我
  • 怎么评价某个产品的用户体验?怎么判断一个新功能上线对产品的利弊?怎么衡量一次设计改版的成果?怎么评估设计师对产品的贡献?怎么让设计得到更广泛认可?
  • D A T A
    Data is power!
  • 设置以用户为中心的数据衡量体系,并持续跟踪关注
  • User-centered metrics
    常用的产品数据
    P = page views U = uptime
    L = latency S = seven day active users
    E = earnings
  • User-centered metrics
    怎么样才是好的数据衡量?
  • 物价飞涨,93号汽油都7.15元/升 了…
  • 明确 – 不会引入无关的噪音
    敏感 – 会根据结果对应的变化
    清楚 - 能被听众准确的理解
    大众 – 会被广泛使用
  • 传统是不够的…
    除了PULSE,还需要…
  • User-centered metrics
  • H.E.A.R.T
    H = happiness
    E = engagement
    A = adoption
    R = retention
    T = task success
  • Happiness:用户研究 / 可用性测试
  • User-centered metrics
    Happiness:产品满意度调研
  • Happiness
  • Happiness
  • Engagement: 频率 / 深度 / 广度
  • User-centered metrics
    Adoption and retention
  • Task success
  • User-centered metrics
    不同维度的HEART
  • User-centered metrics
    如何建立?
  • User-centered metrics
    Goal Signal  Metrics Implement
    小范围讨论
    UX, PM
    头脑风暴
    ENG, PM, UX
    实现
    PM, ENG
  • Goal
  • Signals
  • Metrics
  • Implementation
  • User-centered metrics
    Q&A
  • User-centered metrics
    分组练习 (10mins)
  • Coffee break (10mins)
  • Affinity Diagram Brainstorming
  • Brainstorming
  • Grouping
  • Prioritizing
  • Enhancing
  • Thanks