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Yesterday — 12 April 2025Main stream

【读书笔记】UX for Business

最近看了一本名为 UX for Business 的书,这本书主要在讲设计师如何做有价值的事情。让我们跳出设计画板,在更高的层面理解日常工作。理解做什么,怎么做,怎么做到极致。但个人认为作者写得有些口语化,且不必要的内容重复过多。很多地方讲得比较浅,没有太多案例,推荐指数3颗星吧。

VDP 框架

作者强力推荐了 “VDP 框架” 来确保我们时刻在做正确、有效且对公司有价值的事情。

V for Value 价值

当你的设计同时满足了用户和公司的需求,你就在创造价值。

作者将用户需求分为两类,一类是效率类需求(Efficiency),另一类是娱乐类需求(Entertainment)。当设计师在面对效率优先的场景时,需要帮助用户用更少的时间、精力和钱来做事情,而不是更多。总的来说,就是让用户用更少的成本完成一件事。

举个例子:在烘培店里,如果一个新的烘培配方可以让烘培师用更少的鸡蛋做到和以前一样好吃,那么这就是一个好的配方设计。

聚焦能为用户/公司创造价值的地方:新增、购买、下载等流程。

D for Diagnosis 分析

指的是系统性地收集和分析问题,确保我们在做正确的事。作者在书中分享了做从设计分析到实施方案的思路。

1.了解背景

作者指出 UX 设计师的工作实际上是基于当前的信息和限制(如:业务指标、用户诉求、产品目标、、问题反馈、时间/资源限制等等)来产出解决方案来改进产品。

就像医生在看病时,会问病人有什么症状、有什么感觉、最近吃过什么、有没有对什么过敏等等,通过多种角度来下结论。

UX 设计师也要通过类似的方式来设计,想做出一个好的方案,就需要更多的信息。5W就是一个好的方法:

  • Who:用户是谁?他们的特征和需求是什么?
  • When:什么时候会有这个问题?
  • Where:在哪里会遇到这个问题?
  • What:能解决什么问题?
  • Why:为什么用户需要它?

2.发掘+分析问题

有时候我们收到一些产品体验的反馈,这可能只是一个问题的表象,仅仅解决它只是在打补丁,没有从根源性解决问题。

某个新功能的使用情况不理想,可能并非是该功能设计得不好,而是在上一层的漏斗出现问题。所以想要挖掘到深层次的根源问题,需要通过在多个问题之间来回推敲。

收集足够多的问题,为下一步做准备

3.找到问题共同点

将同类的问题归类好,利用前面的 5W 分析,比如将属于同一个 When 的问题归在一类,同一个 Who 的问题在另一类。

这种做法有时候会让我们不仅仅在做当前需求,还能帮助我们发掘到其他带改进的点。

4.规划改进问题

这一步就是将我们观察、收集到的信息转化为行动了。

前几步我们列出了问题的表象,并将其分类。这一步需要去思考什么引发了这一连串有关联性问题。比如一个页面的 Like 按钮点击量很少,但用户反馈中他们都很喜欢这里的内容,那我们就会假设是 Like 按钮做得不够明显,解决方案随之而来。

我们会进行不止一次的假设,按照可能性的高低来按顺序尝试解决方案。

5.验证结果

最后,将我们觉得可行的解决方案推进上线,基于效果决定是在当前解决方案下改进,还是换一个解决思路,甚至收集更多信息后再次进行设计。

P for Probability 可能性

利用 “可能性” 来优化设计,将价值最大化。作者通过分享了以下观点来阐述可能性在设计中的应用。

1.越靠前、越明显的内容具有更多的可能性。比如一组选项,第一个选项通常来说都是更大概率被选择的。所以,把重要的、能创造价值的内容做得更靠前和明显;

2.事情是线性发展的。你不能在完成第一件事之前完成第二件事,就好比我们在浏览一个导航的时候,如果我们找到了可能合适的跳转入口,我们就会直接点击,不会尝试去看后面的内容了;

3.用户在准备好做决定时才会去做决定。就好比电商场景,用户都会在足够了解产品之后,才决定是否购买,那么“购买”按钮通常就不会是页面上的第一个元素。

4.默认值能影响可能性。默认的值通常是最多人进行选择的,所以要思考怎么设计默认值才能提高用户使用效率,或者对公司有价值。

为内部系统做设计

为公司的内部系统有一个明显的特点:我们的用户不会流失。因为公司的雇员必须按照公司要求用某个系统完成工作,比如登记工作任务的工单系统、用于请假、报销的 OA 系统等等。

我们不需要考虑所谓的参与度、忠诚度,所以在用户价值/公司价值的取舍中,我们可以更多地倾向公司价值。

内部系统对效率的关注度会更高,因为不需要靠这个产品来赚钱。找到流程中的障碍并解决,是内部工具设计师的关键能力。

提升效率不光是对使用内部工具的员工有益,对公司的降低成本这种目标也是有价值的。高效率的工具可以让公司少雇佣一些雇员,帮助公司减少人力成本。作者甚至提到,如果内部工具能让小团队的生产效率提升得足够多,小公司也能和大公司竞争。

为商业化 SaaS 产品做设计

本书中提到一类产品属于 Sales-Driven 销售导向产品,对应到国内常用术语应该叫做商业化 SaaS 产品。

通常来说,做 SaaS 业务的公司通过卖这些获得收入:

  1. 席位:使用该产品的人数;
  2. 数据:使用服务的次数;
  3. 功能/模块:使用更强大功能的能力;

设计师需要清楚自己所负责的 SaaS 产品的收入来源,为公司所出售的服务进行设计。

共鸣片段

To improve conversion (i.e., get more people to finish your flow), think about everything you request from the user like a cost. Every question is a cost. Every minute is a cost

流程优化时,尝试将用户的每一步操作成本降到最低。鼠标移动、点击、鼠标滚轮、视线移动等等,都是操作成本。作者还提到一个观点,可以从最后一步开始优化,从后往前改进。因为在最后一步才导致转化失败会显得之前的努力都是徒劳。

UX is not what you do in Figma or a ticket in agile planning or the contrast of your button labels.
UX is a general process of designing things for humans.

我认为 UX 设计并不仅是 Figma 里一个个连接起来的页面,这只是表达清楚了页面/功能之间的跳转逻辑。UX 设计师是在为用户进行工作,需考虑到用户在流程中的使用所有体验,包括:

  • 浏览页面过程中的体验,比如信息层级设计,内容排版策略(例:恰当地设定文本换行规则);
  • 用户行为与系统交互中的体验,比如在进行增删改查时的功能引导、交互逻辑、操作反馈(例:校验表单的时机)、使用帮助、边缘场景闭环体验等;
  • 利用原生浏览器能力进行体验极致化,比如设置给 “版本号” 或 “错误代码” 的字段设置 user-select: all; 用户需要复制时,右键到文字区域就能自动全选该文本块,省去用鼠标框选的步骤;
  • 等等…

所以有时候做 “体验设计” 并不是在 Figma 里画图(这只是其中一种传达解决方案的形式),而是要提供一切能改进用户体验所需要的智慧结晶。

Design is a process, but not just a one-time process. We iterate!

设计是一个迭代过程,前面提到设计师是基于当前已知的信息和限制来提供解决方案。但世界上很多事情每天都在改变,产品目标会变,用户诉求会变,公司战略会变等等,所以每次迭代都是基于新的已知的信息进行改进。

Most importantly, what is the one thing the users should achieve on this page, if they only do one thing?

这句话提醒设计师,时刻将目标记在心头。当设计方案有陷入“既要又要”、“没有重点” 的困境时,拷问自己:在这个场景中,用户最重要的事情是什么?将最重要的事情做好。

sometimes the best design solutions require the designers and developers to do more work so users can do less.

这个深有同感,设计师和开发者费很大劲儿做出来的迭代,有时候只是帮助用户将使用流程更简化。

结语

第一次写读书笔记,改进的地方很多。但我会坚持阅读,纯粹觉得阅读能让我在这浮躁的社会,所谓的快节奏环境里慢下来。

For Taiwan’s Small Exporters, the Uncertainty’s as Bad as the Tariffs

The island’s many small factories have thrived by being frugal — and flexible. But President Trump’s unpredictability is testing their limits.

Alex Tang, right, employs about a dozen people at Aegis CNC, which makes manufacturing equipment in Taichung, Taiwan. He does not export directly to the United States, but many of his customers do.

Growing Cannabis on the Old Family Farm

When Lucas Kerr decided to revive the farm that had been in his family for seven generations, he chose to plant weed, grown in New York and sold to New Yorkers.

Lucas Kerr, who started the cannabis operation at Torrwood Farm, said he has found that, in New York, there’s strong demand for cannabis products grown within the state.
Before yesterdayMain stream

Megacorporations, not states: Tales of Hong Kong, Singapore, and Macau

By: Elsa Zhou
11 October 2021 at 16:15

Foreword: I highly recommend reading my article on Hong Kong: More than just a ‘SAR’ in order to gain more context

Singapore is a city-state situated at the southern tip of the Malay peninsula. Onlookers would marvel at the country’s miraculous growth over the past decades. Far from the impoverished past, she is now a bustling metropolitan, a multicultural society, and a Republic that provides for all* its citizens.

*Subject to interpretations by the Singaporean government

If you look even closer, you might attribute this tremendous growth to the continuity of the Singaporean government. The ruling People’s Action Party (PAP) has never lost their power since the country’s founding. Stability in governance leads to being able to plan extremely long-term without having to worry about pesky election cycles. However, stability in rulership does not necessarily lead to long-term planning, nor does it entail growth. What does, is the continuous focus on appealing to businesses, and sometimes blurring the lines between corporate and state governance.

Some call this state capitalism, but there might not be the full picture. In Stellaris (a space strategy game set in the future developed by Paradox), there is a special government type called the Megacorp. The company is the state, and the state is the company. The state considers its commercial interest before all else, and other aspects of its external relations take a back seat.

Hong Kong, Singapore, and Macau are essentially (mega)corporations that have treaty signing abilities. Their citizens the labor pool, and their education system the corporate training. Their population did not come from a shared ethnic background like Germany or Korea, out came these cities newly forged identities that cut across nationality lines. Human rights isn’t a concern for the governments, does giving people free speech generate revenue?

A certain standard of human right and welfare is provided and expected, but not just for the good of the people. It is done to preserve and grow its labor pool. Their citizens are highly educated, it is not hard for them to locate overseas and start a new life. The three megacorps utilize different strategies to deal with this problem. Singapore makes illegal multiple citizenships, so you can either give up being a Singaporean, or remain forever tied to Singapore. Hong Kong more or less accepts this loss of population, however she makes up for it by open up to immigration for both skilled and unskilled labor through student-work-settle pathways, talent pathways, and direct immigration from China. Plus, if you are not of Chinese nationality, you will loss your ‘Permanent Residency’ (essentially citizenship as explained in my other article) if you leave Hong Kong for a continuous period of 3 years. Macau does it the brutally simple way, paying its citizens yearly, essentially corporate year-end bonuses in reward of their loyalty.

The situation is perhaps most evident in the case of Hong Kong. As a non-sovereign state (as explained in my other article), Hong Kong was designed by both the British and Chinese to be a megacorporation. The British introduced common law and free trade, while the role of Hong Kong was codified by the Chinese through the Hong Kong Basic Law (read: Constitution). Excluded from handling her own diplomacy, she is explicitly authorized to conduct ‘economic external affairs’ on her own. She is her own member in the WTO, APEC, and many other organizations that China is too happy to let her be in. Her ‘embassies’ are ‘Economic and Trade Offices (ETO)’, and her ‘President’ the ‘Chief Executive’.

Macau presents a far simpler business case. Read this, gambling. As of writing (6 Oct, 2021), Macau is battling a fresh local outbreak of COVID-19 and has mandated closure of many entertainment facilities. Surprise (or perhaps not)! Casinos are business as usual. As long as Asian countries still outlaw gambling in their territories, Macau will remain a popular destination for tourist to try some legal luck. With just 600 thousand citizens and not even an airport before 1995, Macau plays a far less influential role than Hong Kong with only 5 overseas representative offices when Hong Kong has 18. Good thing is, casinos are far simpler to operate than say an international arbitration center that Hong Kong is trying to be.

What is perhaps more interesting is, in Hong Kong and Macau, companies have the legal right to vote as legal persons, just as their natural person counterparts. This is a process called the ‘Functional Constituency’ where instead of basing seats in the legislature solely geographic divisions, it is based also on different industries. Agriculture & Fisheries sector gets one seat, legal sector gets another, accountancy gets one, you get the idea. Corporations and individuals within a given sector has the right to register as voters and vote for their particular functional constituency. Corporations now have the legal right to vote and direct participation in politics.

All three megacorps have discriminatory practices for certain foreign workers. It is no different than outsourcing unwanted work to a foreign country, except in a much more direct manner. In Hong Kong, foreign domestic helpers are statutorily excluded from the minimum wage protection, and no matter how many years they stay in Hong Kong, they will never be entitled to any right of abode and have to return home when their contracts expire. This also applies to their children who are born in Hong Kong, their residency will forever be temporary. In Macau, non-local workers (commonly referred to as blue card holders) are also similarly, never entitled to staying in Macau no matter how long they have worked here. In Singapore, a work permit holder even has to apply for approval to marry a Singaporean or permanent resident, and can only get pregnant or deliver a baby once they are married to a Singaporean or permanent resident. The three megacorps practices openly discriminatory policies on foreign workers, and the only laws that govern their practices are the laws they write themselves.

Hong Kong in all of her shimmering glory

Imagine living in a place where the grocery store chains, the power company that provides for your electricity, the phone company, the media, the restaurant chains, the port that imports all the stuff you need, and even the very place you live in are built and owned by one company, and ultimately one man. You do not have to imagine. That place is Hong Kong and the man is Li Ka-Shing. He is so powerful that urban legend (half serious) has it that he can influence whether Hong Kong Observatory issues a Typhoon 8 warning, in which case Hongkongers would not have to go to work and make him lose money.

One of the richest places on Earth, and one of the most unequal places on Earth. Listening to a joyful instrumental allegro playing at Li’s restaurant chain, designed to make you eat faster, have a higher turn over rate and make him more money. All hail the mighty King who provides for everything. All hail the modernity of our city. There exists all the amenities that you can think of, as long as you can afford it.

How utopian. How dystopian.

There is no past, no future, no present.

There is only profit.

References

https://www.britannica.com/topic/Peoples-Action-Party

https://news.rthk.hk/rthk/en/component/k2/1604212-20210804.htm

https://www.airport-technology.com/projects/macau-international-airport-macau/

https://www.dsedt.gov.mo/en_US/web/public/pg_eetr_tr?_refresh=true

https://www.gov.hk/en/about/govdirectory/oohk.htm

https://www.hkiac.org/

http://www.dsi.gov.mo/QAndA_e.html

https://www.fdh.labour.gov.hk/en/home.html

https://en.wikipedia.org/wiki/Template:HK_Functional_constituencies

https://www.legco.gov.hk/education/files/english/Exhibition_Panels_Supplementary_Notes/Composition-of-the-LegCo.pdf

https://www.mom.gov.sg/faq/foreign-worker/as-a-work-permit-holder-how-do-i-apply-for-approval-to-marry-a-singaporean-or-permanent-resident

https://www.mom.gov.sg/-/media/mom/documents/statistics-publications/a-guide-for-foreign-workers-english-malay.pdf

https://www.comm.hkbu.edu.hk/bumsc/015/pdf/lees.pdf (Chinese only)

https://www.hk01.com/%E7%A4%BE%E6%9C%83%E6%96%B0%E8%81%9E/168867/%E6%9D%8E%E5%98%89%E8%AA%A0%E9%80%80%E4%BC%91-%E4%B8%80%E5%9C%96%E7%9C%8B%E6%B8%85%E6%9D%8E%E6%B0%8F%E4%B8%89%E7%88%B6%E5%AD%90-%E6%A5%AD%E5%8B%99%E5%88%86%E5%B8%83%E5%90%84%E8%A1%8C%E5%90%84%E6%A5%AD (Chinese only)

https://worldpopulationreview.com/country-rankings/gini-coefficient-by-country

https://www.worldometers.info/gdp/gdp-per-capita/

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