What does a major product iteration look like?

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Every story differs. Every storyteller tells it differently. Most are filled with thoughts, doubts, a lot of “figuring things out along the way”, testing on many levels, and ideas that have fallen honourably in the process.

Today I’m going to tell the tale of how our team at Universe, hero of the story, re-crafted our platform. Since your humble storyteller is a product designer, the story below is told from a product design perspective.


So, what are the things one usually hears when one joins a discussion on research, in the context of product design researches or generalized social studies?

Some concepts we can’t avoid include: qualitative research, quantitative research, and hypothesis. A researcher’s ears prick when she or he hears the sound of those.

In this episode, let’s clarify what each of them means before we dive into future discussion.

Sometimes a 101 class gives too much in-depth information. It’s a frustrating experience for learners.
Sometimes a 101 class gives too much in-depth information. It’s a frustrating experience for learners.
I feel real bad in some 101 classes…

Qualitative Methods

Qualitative studies are my most frequently used product validation methods. …


无论广义的社会学研究还是产品调研,当我们谈研究的时候我们会谈到什么?

我们往往听到下面这些词在相关讨论里反复出现 — — “定性(qualitative)”、“定量(quantatitive)”、“假设(hypothesis)”。频率之高就好像《灌篮高手》里提到篮板、三分(还有“天才”!)。

所以为了尽情投入之后的比赛,让我们先探讨一下它们都是什么意思。

Sometimes a 101 class gives too much in-depth information. It’s a frustrating experience for learners.
Sometimes a 101 class gives too much in-depth information. It’s a frustrating experience for learners.
有时上第一节课我就怀疑是不是走错了教室…

定性研究

定性研究是我迄今为止最常用的产品调研方法。它表示研究者听取真实用户或者测试对象的意见,观察他们的使用行为,聆听他们的使用体验。 — — 它回答的是“为什么?究竟怎样?”的问题。

很久很久以前在一个遥远的银河系,在我连阿逗逼都不知道怎好能的时候,曾经做过近一年的定性研究员工作。我们经常飞去各级大小城市,有时对消费者进行家访,有时把消费者集合在一起做小组访谈,以了解他们怎样使用我们客户的产品:车辆,巧克力,洗衣粉,生鲜……呃,生肉,看他们有怎样的体验,怎样的痛点。

产品设计中,一些我使用过的定性研究例子包括:

A. 用两套设计系统设计同一个页面,让两组用户在单面镜录像环境使用,观察他们的行为和口头反馈,分析A系统和B系统各自的优劣。

B. 写一个“假设你要使用这个网页购买大白菜……”的案例(想像龙与地下城和其他角色扮演游戏!),使用网络平台邀请用户试用网页并录像。

C. 在星巴克/办公室随机捕捉不幸的路人/同事帮忙测试某个产品流程。

D. 进入用户的工作环境,看看他们除了我们的工作工具网站,还在使用什么竞品工具,是怎样使用的。

定性研究一般样本量比较小,因为这种研究本来就不是要用大量数据佐证论点 — — 那是定量研究的工作。

About

Qiuzao Zhang

Product Designer at Metalab. Previously served Universe & Instacart

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