# Software Studio slide Note
class website: https://nthu-datalab.github.io/ss/
## Design Thinking 設計思考
像一個設計師一般去思考
迭代->學習->進步
### User and end user
- Users
- Any person who uses a product
- End users
- Specific audience you create product for
### flow
- before Launch
- Interviews
- Surveys
- Usability studies
- after Launch
- Usability studies
## Empathizing with users 與用戶感同身受
使用者體驗研究,[使用者訪談](https://tenten.co/blog/ux-share-user-interview/),[同理心地圖](https://www.hansshih.com/post/85896166585/%E5%90%8C%E7%90%86%E5%BF%83%E5%9C%B0%E5%9C%96-empathy-map#:~:text=%E5%90%8C%E7%90%86%E5%BF%83%E5%9C%B0%E5%9C%96(Empathy%20Map)%20%E6%98%AF%E4%B8%80%E5%80%8B%E5%B9%AB%E5%8A%A9%E6%80%9D%E8%80%83,%E7%90%86%E5%BF%83%E7%9A%84%E6%80%9D%E8%80%83%E8%A8%93%E7%B7%B4%E3%80%82)
Assignment: User Interview
- Recruiting subjects
- Preparing for the interviews
- Conducting interviews
- Visualizing and learning
- Draw the empathy maps
- Identify user pain points
- Refine or create new personas
Identifying User Pain Points
Refining/Creating Your Personas
Interview Subject Matching
Confirmation Bias
## Define Problems Worthy to Solve 定義值得解決的問題
設計 spirnt, [使用者故事](https://kojenchieh.pixnet.net/blog/post/75411673),[客戶旅程映射](https://ithelp.ithome.com.tw/articles/10211478#:~:text=%E5%AE%A2%E6%88%B6%E6%97%85%E7%A8%8B%E6%98%A0%E5%B0%84%E6%98%AF%E8%A8%98%E9%8C%84,%E7%9A%84%E9%9C%80%E6%B1%82%E5%92%8C%E7%97%9B%E9%BB%9E%E3%80%82),[How might we(HMW)](https://medium.com/@lejacp/%E5%A5%BD%E7%9A%84%E4%BD%BF%E7%94%A8%E8%80%85%E7%B6%93%E9%A9%97%E8%A8%AD%E8%A8%88-%E7%B5%95%E5%B0%8D%E4%B8%8D%E6%98%AF%E5%BE%9E%E4%BD%BF%E7%94%A8%E8%80%85%E9%96%8B%E5%A7%8B-e09bc34b3a28),[問題描述](https://blog.wordvice.com.tw/%E5%A6%82%E4%BD%95%E6%92%B0%E5%AF%AB%E7%A0%94%E7%A9%B6%E8%AB%96%E6%96%87%E7%9A%84%E5%95%8F%E9%A1%8C%E6%8F%8F%E8%BF%B0/#:~:text=%E5%95%8F%E9%A1%8C%E6%8F%8F%E8%BF%B0(Problem%20Statement)%E6%87%89%E7%95%B6,%E8%AB%96%E6%96%87%E4%B8%AD%E7%9A%84%E4%BB%80%E9%BA%BC%E5%9C%B0%E6%96%B9%EF%BC%9F)
我個人沒有很喜歡設計 sprint
也是因為最近看的書(從0到1)
我覺得更多好點子是要長時間研究構築而成的
### Problem Statements
A clear description of the user's needs that should be addressed
#### Why Do We Need a Problem
Statement?
- Allows deeper understanding of users
- Untold needs
- Implicit constraints
- Defines deliverable
- Helps define the goals and benchmarks for success for your team (coming next)
#### Problem Statements vs. User Stories
User stories: What users think they need
Problem statements: What you (the UX designers)
think the users need
## Ideating Solutions 構思解法
[腦力激盪](https://zh.wikipedia.org/wiki/%E8%85%A6%E5%8A%9B%E6%BF%80%E7%9B%AA%E6%B3%95)和the Crazy 8. [競爭力分析](http://lex66688.blogspot.com/2016/09/uxcompetitive-audit.html) 和特殊價值定位. 精煉和選擇最好的解法
From Problems to Solutions
- Crazy 8
### Value Proposition
A simple statement that summarizes why a customer would choose a product/service over its competitors
### Consumer Goals
Customers buy a product because of its expected instrumentality to achieve a certain goal
- Explicit goals
- Category specific
- E.g., moisturizing our skin, reliability of a car,
- Implicit goals
- More general
- Operate on a psychological level
- E.g. energizing, being sensible, fun, status…
### Audit(相似產品調研)
Step
- Outline Audit Goals
- To compare the purchasing experience of each competitor’s app as a new and returning user
- List Competitors
- Determine Aspects to Compare
- General information
- UX
- First impressions
- Interaction
- Visual design
- Content
- Determine Aspects to Compare
- Research
- (General Information)
- (Interaction)
- (Visual Design)
- (Content)
- Lightning Demos
- A structured “show and tell” group session to present competitive audit results to gather ideas and inspiration
### Why Is Competitive Audit Important?
- Inform market status
- How users solve their problems currently?
- Product life cycle?
- Marketing strategy (e.g., SEO/ASO keywords)?
- Business model?
- Reveal opportunities for improvement
- What’s the gap between market and user needs?
- Usability problems in existing products?
- Inspire new ideas
- Something good to borrow from?
- Provide evidence for your hypotheses
## Wireframes and Low-Fidelity Prototypes
Storyboarding(分鏡), wireframing(線框稿) and Lo-fi prototyping(低保真原型)
### Low-fi Prototyping
- Storyboarding
- Big picture storyboards
- Focus on what the user needs, their context, and why the product will be useful to the user
- Based on the user journey map you already have
- Close-up storyboards
- Concentrate on the product and how it works
- Based on the user flows
- Actions, screens, decisions
- Happy path (solid) vs.
edge cases (dotted)
- Wireframing
- Information architecture
- Psychology behind UI
- Lo-fi prototyping
### Benefits of Wireframes
- Inform the element to include in your design
- Catch problems early
- Get stakeholders to focus on structure rather than details
- Save time and effort
- Iterate quickly
### Information Architecture (IA)
- Organization of content that help users understand where they are in a product and where the information they want is
- When users can find what they're looking for, quickly and intuitively, you have a good IA
#### 8 Principles of IA
1. Object principle: You should view your content as “living” and as something that changes and grows over time
2. Choice principle: People think they want to have many choices, but they actually need fewer choices that are well-organized
3. Disclosure principle: Information should not be unexpected or unnecessary
4. Exemplar principle: Humans put things into categories and group different concepts together
5. Front door principle: People will usually arrive at a homepage from another website
6. Multiple classification principle: People have different ways of searching for information
7. Focused navigation principle: There must be a strategy and logic behind the way navigation menus are designed
8. Growth principle: The amount of content in a design will grow over time
### Gestalt Principles
Principles describing how humans group similar elements, recognize patterns, and simplify complex images when we perceive objects
- Similarity 看起來相似的東西有相似的功能
- Proximity 相近位置的東西有相近的功能
- Common Region 在封閉區域中的元件會被組合綁定
## Usability Study
Low-fi Prototype. 7 Key Elements of a good plan.
### 7 Key Elements of a Good Plan
1. Project background
2. Research goals
3. Detailed research questions
4. Key performance indicators (KPIs)
5. Methodology
6. Participants
7. Script & interview questions
## Hi-Fidelity Prototypes
Improved Low-fi Prototypes. Creating Mockups. Getting feedback from design critic sessions. Hi-fi prototyping & usability tests.
### Outline:
- Creating mockups (from wirefarm to mockup)
- Design systems
- Visual design principles
- Getting feedback from design critic sessions
- Hi-fi prototyping & usability tests
### Key Elements in Mockups
- Typography
- Colors
- Iconography
- Layouts
- Content
- Text, images…
- Usually specified in a design system
- A series of reusable elements and guidelines that allow teams to design and develop a product following predetermined standards
- Examples:
- Google’s Material Design
- Shopify’s Design System Polaris
- Apple Human Interface Guidelines
### Importance of Typography
- Creates hierarchy
- Increases legibility, readability, and comprehensibility
- Communicates brand identity
## Design for Execution Part 1: Acquisition and Activation 獲得與啟動
A cognitive model for human brain. Optimizing context or touchpoints. Optimizing decision interface.
Design for Acquisition & Activation
- A cognitive model of human brain
- Optimizing context or touchpoints
- Optimizing decision interface
3 Principles of Persuasive Decision Interfaces
- Tangibility
- To trigger heuristics
- Must have tangible and perceptible signals
- Immediacy
- System 1 prefers immediate rewards
- Certainty
- System 1 prefers the safe, certain choice
AIDA Formula in Copywriting:
- Attention: grab users’ attention to the product
- Context (tangibility)
- A “twist”? (curiosity)
- Interest: get users to know the product or features
- User problems
- Your solutions?
- Desire: make your audience want it
- Benefits?
- Social proof? (certainty)
- Action: call to action
- Immediacy
- What to lose without action?
## Design for Execution Part 2: Retention and Growth 保留和成長
Design for retention and Growth. Know the reason why we are addicted to social media.
Why Are You Addicted to Facebook/Instagram/YouTube…?
- Information hunting
- Mindless scrolling for “the next interesting thing”
- Evolution supported!
- How primitive mans hunt?
- Persistence hunting
- But how exactly is the “addiction” is formed?
Rewards
- Bio fact: dopamine are released (by nucleus accumbens) at the time people want to get rewards
- Rewards must align with user goals
- So, dopamine can triggers actions in the next cycle
- Rewards must be dynamic
- If you don’t get it this time, you want it more
- E.g., gambling
3 Types of Dynamic Rewards
- Hunting
- Social
- Self-satisfaction
Input/Investment
- Goal 1: for the next triggers
- Increase action frequency
- Goal 2: to make users like your product
- The more people input, the more they like you
- Commit and consistency
- Rationalization
- Input after rewards
- Reciprocation
Design
- Design for retention
- Design for growth
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