Informed Solutions pedigree and sustained record of success in digital transformation for some of the world’s most recognised organisations starts by ensuring that our digital designs are informed by the needs and behaviours of users, 并考虑到涉众的目标.
We ensure this by engaging with users and stakeholders at the beginning of the project lifecycle; before we ideate, 原型和开发解决方案. 这些关键的第一步包括确定和理解目标, 用户和利益相关者在支持数据背景下的行为和需求.
This information subsequently provides a foundation for our design, build and delivery cycles. Continual engagement with users and stakeholders throughout the project lifecycle will ensure that the digital experiences continue to improve in line with user 需求和目标.
第一步:调研——听取用户的意见
The key to designing an effective digital solution is to truly understand the problem or challenge it will need to solve. 这始于有问题或有需求的人——用户. 这个过程被称为用户研究. However, 它经常被误解为需求收集过程, 收集用户的行为报告, what they want and what solutions or features they'd like to see in future designs. Why? 因为人们很难描述典型的行为, conceptualise how something could be improved or how they would think or feel in a hypothetical situation when faced by a challenge or need.
Instead, user research is asking people to demonstrate how they perform a particular task. 通过观察用户在环境中的行为, we're able to ask context-specific questions to better help us define a user’s pain points, workarounds, 需求和目标. Collecting this insight is the first step to ensuring that our design solutions work for those who are going to use them.
步骤2:细化——理解用户行为
彻底了解用户, 并设计满足他们需求的解决方案, we refine our user research and analyse the rationale behind the observed behaviours of the user. This deeper dive allows us to answer questions like: what motivates user behaviour? 当用户使用数字服务满足他们的需求时，他们的思维过程是什么? Are users subject to any preconceived biases or emotional states when going through the process?
有时候这些问题很难回答, 通常需要用到心理学原理和认知科学. However, 他们允许我们合并证据, 行为原则融入我们的设计解决方案, ensuring that they more closely associate with the user and address their 需求和目标 intuitively and effectively.
步骤3:定义-与利益相关者的目标保持一致
Ensuring that business and organisational needs of the client align with the user experience is crucial to developing successful design solutions. 我们通过实现一系列需求收集过程来实现这一目标, 从调查客户当前的业务策略开始, 结构及运作. We identify any weaknesses in the ‘as-is journey’ using a series of elicitation tools and techniques. 弱点可能包括瓶颈之类的东西, pain points, workarounds, 手工流程和非增值流程.
Capturing this type of data allows us to accurately articulate the complex business problems that require solving and most importantly work collaboratively with stakeholders to align user and organisational needs. This alignment and putting people first is what helps ensure that a digital design succeeds the first time around.
作为女王创新奖的得主, 我们与一些世界上最大和最受尊敬的组织合作, 提供每天有数百万人使用的数字服务. The critical first steps outlined in this piece provide a reliable foundation for our digital transformation projects. 它们使我们能够进行设计, building, testing and delivering optimal solutions that users are satisfied with and continue to use with ease.
