Introduction: On July 6-7, the 43rd MPD workshop hosted by msup will be held in Beijing. MPD Workshop is a practical classroom around the development of job roles. According to the job functions of the software R&D center, the five sub-sessions are named after product manager, team manager, architect, development manager, and test manager. 3 hours of in-depth sharing To promote resonant thinking, in-depth discussion and mutual communication of characters.
In this workshop, we have invited Zhu Bin, a senior experience design expert with 14 years of experience in design, who will share with us the topic of " How to Effectively Manage User Attention " as a lecturer in the product field .
In February of this year, Blue Lake interviewed Zhu Bin. In the interview, he shared the characteristics and advantages of Chinese and American product design, and also shared the "user The principle, application, value and usage scenarios of "Attention Management". Now the editor will share it, hoping to inspire everyone.
Zhu Bin, senior experience design expert at Alibaba. Co-founder of MOX Innovation Think Tank; Co-Chairman of Maxibo TOP100; Member of IXDC, Member of Shanghai Interaction Design Committee; Speakers of IXDC, UXPA, CHI China, msup, Adobe, Bay Area Park, and Bay Area RXS. Former head of Huawei Terminal North America San Francisco Design Center, responsible for connecting Silicon Valley and domestic experience innovation. Committed to globalization, systematization, and AI intelligent design.
Editor: You have rich work experience at home and abroad, which must have a great influence on your design concepts and ways of thinking. Before the exchange, can you briefly introduce your work experience?
Zhu Bin : Hello everyone, I am Zhu Bin. My work history is rich and simple. I was born in design, and then I worked in UX design for HUAWEI terminals for 12 years. During my work at Huawei, because of the user experience globalization strategy and innovative design, I went to Huawei’s Silicon Valley Research Institute for two years to work in Silicon Valley’s ever-changing HCI innovation and UX+AI experience innovation, which shaped my current design philosophy . Afterwards, I chose to return to China to join Ali, enriching my design career from the dimension of the Internet.
Editor: You have worked in Huawei's Silicon Valley design center in the United States for two years. What is the design environment in the United States like, and how is it different from that in China?
Zhu Bin: The difference in appearance (working environment) is often easy to see. Many people believe that the difference in design styles at home and abroad is due to the different environments, which lead to different results, such as the 20% free time at Google that everyone talks about, the video game room in Facebook’s hacker park, exquisite international cuisine and free handwork. Ice cream parlors, Apple's glass houses and art gallery-like office environments.
The design environment in the United States is easy to learn, but copying it will not incubate the design innovation of "Silicon Valley". The production of good design does not directly depend on appearances, but on the culture of innovation and engineering in Silicon Valley.
The design atmosphere in Silicon Valley is very open, and the design environment is also different from that in China. During my work in China and the United States, I was fortunate to have design cooperation with many very famous design companies, such as IDEO, Frog, Fantasy, UENO, Cooper Design, Method, Swordfish, etc. I also often interacted with design peers offline, such as in RobotXSpace talk. At the same time, it also has in-depth business cooperation with Google's design department.
The pursuit and tolerance of INNOVITION by American design peers is the place that best reflects the charm of design. No matter what kind of project they get, American design colleagues will always start from change and innovation, and use prototype verification to close the loop design part of the work. This is very different from the domestic design method that proceeds from result-oriented to closed-loop design on paper. The design in Silicon Valley will produce a lot of "aircraft drafts", but it will eventually fall into technology implementation and optimization; the domestic design will very quickly approach the needs of Party A, and get an efficient design solution. Both approaches have their own advantages, but for designers who are full of idealism, it is obvious that the design style of Silicon Valley is our utopia.
Editor: Compared with designers in China, what are the differences in working habits or ways of thinking between designers in Silicon Valley?
Zhu Bin: I have come into contact with a lot of designers in Silicon Valley. The biggest difference between them and domestic designers is that they do not position themselves as designers or engineers.
Everyone has a very clear and clear goal. For this goal, they can efficiently complete discussions, unify strategies, and conduct verification, and use their own time to explore code, AI, technology, and user habits, so as to integrate design into a project a natural part of it, and make it happen.
Editor: You said that they can complete discussions very efficiently and unify strategies. But at the same time, it is also mentioned that they will think about problems from an individual perspective because of the fundamental nature of the Western liberal education model? The two may seem contradictory. Can you explain it to us?
Zhu Bin: Let me tell you a real story. Before we meet with the Google design team, we usually need to make an appointment 1-2 weeks in advance. It’s not because of the big name of Google’s design team, but before the meeting, Google’s designers need to know the agenda, meeting materials, relevant data and discussion points of each meeting, so as to arrange suitable people, invite suitable technical personnel, The product manager estimates the issues that need to be discussed across teams in the meeting topics, and invites offices in different cities to participate.
There will be a clear leader in the meeting, and the participants will arrive on time and leave on time based on the agreed time of the meeting. Basically, for the meetings that have been reserved in advance, we can complete the agenda, exchange information, obtain decisions, and clarify the next goal and plan in the scheduled meeting. Meetings are very efficient.
On the other hand, why is there a need for a meeting when there will be such a detailed exchange of information before the meeting? Because Google's designers will respect every single question, as long as the questioner's thinking is based on the product, then it is worth fully expressing and discussing at the meeting. Based on the conclusions after the discussion, the spirit of the contract is reached. As long as the meeting reaches a consensus, it will not be brought up for repeated discussions after the fact. Therefore, in practice, Silicon Valley's design discussion style is rigorous and open, sufficient and efficient.
Editor: What are the differences between Silicon Valley designers and domestic designers, which are worth learning and learning from our domestic designers?
Zhu Bin: What they are most worth learning from is their human-centered thinking and behavior patterns. I think this has something to do with Western liberal education. In the West, people are the most respectable individuals. Design will naturally be human-centered for design conception, design proposals, design verification, and design iterations.
In fact, people in China are learning to use the Persona method for design derivation. Compared with those educated in liberalism in Silicon Valley, domestically trained designers pay more attention to efficiency, group and function realization in companies and society because of the difference in living environment. Even if Persona design deduction is used in the early stage of project design, once it enters into the collaboration of various departments and the reporting of resource lines, it will become a KPI-oriented product.
This is not a difference in design concepts, but a difference caused by different survival rules. Therefore, iTunes, which foreigners love to death, is not acclimatized in China, and the promotion of domestic WeChat in the United States is also struggling.
In a brief summary, American designers are All for one, while domestic designers are All in one. Learning the other party's way of thinking and using it in the right place is something we can learn from.
Editor: As the person in charge of information design of Ali Entertainment, how do you understand the management of users' attention? What value will attention management eventually output to the user end and the enterprise end?
Zhu Bin: The Internet is a revolution of information equality (anyone can publish information), but it is also extremely easy to become a form of information simplification (only the most visible information can be seen).
Therefore, user experience design must be considered in terms of order, structure, and information in order to stand firm in the fierce information competition. So everyone needs information attention management, even if you just post a circle of friends, you also need to design graphics, grouping, and copywriting.
The premise for us to manage users' cognition of information is that designers must understand the composition of the human brain, or at least understand the operating mode of the human brain. How the human brain can simplify information, understand information, and deduce information is particularly important for the Internet composed of information.
Because, only when people see it consciously, can people read; only when people are interested in reading, can people understand; only when people are willing to understand, can people remember; There will be dissemination only if there is a second creation.
The Internet is a carnival of information. Only by designing based on the laws of information can we not be overwhelmed by the wave of carnival.
Editor: Attention management is a very interesting topic. Can you help us share in depth, under what circumstances do we need to attract users' attention?
Zhu Bin: After returning to China, the biggest feeling is that the domestic Internet world is an absolute red sea. As long as you need to attract users and gain user attention from similar competitors, you must learn how to attract users and let users notice you. The product.
Design is not all about breaking conventions, it is a conscious effort to create meaningful order. Attention is a set of order and mechanism for information recognition, processing and feedback that humans have built in the evolution of hundreds of millions of years. Understanding attention and using attention to design information is the rational use and synergy of rules.
How to capture users in a mass of information, and how to deliver effective information after capturing users. Isn't this an unavoidable problem for all Internet companies today? For example, the design of movie posters is the result of conscious and full use of attention design.
Editor: What value will attention management eventually output to the user end and the enterprise end?
Zhu Bin: The application and formulation of attention management in China is still relatively new, but there are already some research models and related experience abroad. To sum up, attention management can help users obtain effective information quickly and efficiently, quickly judge the value of information, and accelerate consumption decisions.
For enterprises, attention management can centrally convey the information that enterprises expect users to get at the first time; through the effective transmission of key information, target users can be screened, so as to serve specific groups of users more intensively and efficiently.
For example, if the user pays attention to the price reduction at the first time, more cost-effective products will be pushed later, and if the user pays attention to the quality at the first time, more high-quality products will be pushed later. According to the definition of the enterprise, there will be a wide range of application space.
Editor: How to achieve the user's attention management goal through design, can you share with us your work experience?
Zhu Bin: Here I will give an example of cognitive bias. First of all, you need to know a concept, availability heuristic (Availability heuristic): relying on experience and information stimuli, it is assumed that these appear more often and used as the basis for your own judgment (often magnifying the probability).
For example, in the claw machine that we often see in our daily life, we can easily remember the scene where someone gets a reward, but not the scene of failure, although the probability of failure is much higher. When we see the dolls in the claw machine, we can't help but believe that I can catch them.
The same is true in the Internet world. The size of the red envelope and the number of gold coins are also arousing the user's experience and probability judgment in the real world, and will directly affect the user's attention and participation.
Therefore, when it is necessary to stimulate user participation, the design often needs to exaggerate the probability of user acquisition, such as presenting the prize directly in the form of a picture, or using specific numbers to express the richness of the bonus. Let users get information in milliseconds from graphic reading, instead of tens of seconds to understand from obscure text.
Editor: As a manager, when you are recruiting, what qualities do you pay special attention to in candidates? How to confirm whether the applicant has these qualities through a short interview time?
Zhu Bin: My personal habit is to look at the resume first to judge whether the candidate is worth seeing. When recruiting a designer, I will first screen the resume by looking at the template and typesetting of the resume; the second review is to see whether the content described in the resume lists skills and resumes, or mainly describes the project details and results; the third is to look at the details, Including project experience, responsibilities, works and logic; finally, in the interview, you can talk about the case, extend the case or reproduce the scene in a more specific way, basically in this way you can quickly judge your own presets and problems.
Therefore, I usually use the specific projects in the resume to ask questions, and investigate from the understanding of the business goals of the project, the collaboration between upstream and downstream links, and the ideas and outputs of specific design cases.
Among them, the design quality is the basic standard for admission, and those who do not meet the standard cannot be members of the design team; the accurate understanding of the project business goals is the passing line, because only by knowing why the design serves can we make an appropriate design plan; collaboration ability and overall planning Ability is a plus.
The above content is from Zhu Bin’s interview, and I wish him a wonderful performance in the 43rd MPD workshop! The following are the product field topics of this workshop:
Speech time: 9:00-12:00, July 6
Speech overview:
Since the beginning of this year, the competition on the Internet has been extremely fierce, and practitioners in the Internet industry have a deep understanding. The general environment has made the Internet industry more mature and more pragmatic. The number of users is the most important thing for products that have grown wildly in the Internet dividend for a long time, but user experience is ignored if user growth is too easy. But today, attracting users through rights and interests is like a house of cards, coming and going quickly. Under full competition, traditional methods have little effect on user retention. So how to establish a more effective user connection through a refined user experience, so that users do not want to leave when they come. This poses a huge challenge to product and experience design practitioners, but it is also a huge opportunity for design to really generate value.
Through years of practical project experience and globalization, I will deduce, summarize and simulate exercises on how to manage user attention and cognitive bias more scientifically and effectively.
Speech Time: July 6th 13:30-16:30
Speech overview:
Facing a product, how to think from the underlying logic, systematically plan and operate the work, and set up a reasonable division of labor. This topic will be described from methodology to practice in combination with real work cases.
Speech Time: July 6th 16:45-17:45
Speech overview:
Every financial company has a complete product layering framework and underlying infrastructure. Each module is supported by a complete team, and different modules have very different requirements for product managers. Through this sharing, the audience can learn deeply about the architecture and customer acquisition mode of Internet financial products, and also explore how to build their own product architecture if they are engaged in the mutual finance industry.
Speech time: 9:00-12:00, July 7
Speech overview:
This workshop summarizes the main points of Design Sprint operation execution and the available methods in the middle process, and uses examples throughout the workshop to lead participants to master these methods in detail, and will discuss them at the end to help participants be more flexible in actual work use and implementation.
Speech Time: July 7th 13:30-16:30
Speech overview:
This course will discuss these issues:
Five categories that AI products cannot escape
Most easily overlooked: what is AI productization
Common Misunderstandings of AI Productization, AI Product Commercialization
Ideal vs Reality in AI Application Development
AI product system development path
AI Product Requirements Management
Three elements of AI products (take building computer vision 3D deep face recognition products as an example)
AI Product Requirements Management: Define Macro Requirements, Micro Requirements, Quantify Basic Knowledge
Take the design of an AI product in the education industry as an example to explain how an AI product manager should define requirements and how to effectively communicate with R&D