People oriented Website Design The tolerance of ordinary people in the execution of general tasks cannot be ignored. Because people's energy is limited, no matter how strong the demand is, it is useless to be unable to complete it. The effective conversion rate of energy is the key to measure the quality of interaction design.
1. Formula
Energy is generally composed of mental and physical strength. For Internet products, brain power ranks first (the physical consumption of non production websites is very low). And the composition of the brain is divided into attention, understanding and memory. This paper will try to take attention as an example to analyze the characteristics and precautions of interaction design.
Attention itself can concentrate, distract and divert. The focus is generally based on clear needs and potential interests; Dispersion is due to information interference and uncontrollable time; The transfer generally takes place in the demand exploration stage.
The total attention "item" of a website can be obtained by taking each element in the website information structure as a unit and adding all visual elements of each page. Users use these items to meet their own needs, and interaction design is the descriptor and organizer of these items. If the attention is limited, the attention shared by each item should be a fixed value. In addition, due to individual differences, different levels of interests and needs, the following formula is obtained
Calculation formula of attention conversion rate
In addition to "demand intensity", the three values of "interest concentration", "time length" and "number of visible items" can be affected by interaction design.
2. Interest concentration
Users' operating habits and interaction expectations on the network have their own unique mental models, which are sometimes different from those in real life. For example, in reality, we only need to look at the pictures, hang them on the wall or hold them in our hands. The Internet is first a hyperlink integration platform, and then a display platform. So in addition to looking at the picture above, it is also given the expectation of the link. People's expectations for it have become richer. Therefore, adding more interactive content to the image can directly enhance the user's interest value.
The two typical design ideas of interest are that diagram is better than table, table is better than text, and quasi materialized design, including the copy of quasi object. It can be said that the more specific the object, the more people feel safe and friendly. The design that is kind and courteous, conforms to the laws of physics, gives timely feedback to operations, and meets emotional needs can all add points for interest. vice versa.
Unavailable status is not a good design, especially when there are many conditions to activate it
It is based on people's desire for graphics that visual design will have an inestimable impact on interaction design. Personally, I think that vision should be an important reference factor for all the parts related to interest in interaction design. For example, the color of the control, the layout of the text, the display of links, and so on.
3. Time length
An important difference between Internet interaction design and daily necessities interaction design lies in their time concept. In reality, time is an important cost, which often affects people's decisions and emotions. In the network environment, the physical and interpersonal burden is fully weakened, and most of the time is just the cost of personal brain power. If the needs and interests are well connected, the time can even be ignored.
Apart from the extreme example of games, taking the loading time of ordinary products as an example, if the interest oriented processing is appropriate (time calculation tools such as progress bars and mini funnels belong to this column, while preloading belongs to demand convergence), users will not complain too much. When it comes to search, search, browse and other distractions, users almost only care about items but not about time.
It should be noted that for tasks with strong flow, there should be clear prompts at the beginning and end to prevent attention overflow and unnecessary energy loss.
Prompt of task completion can prevent energy loss
4. Number of visible items
Generally speaking, the most important task of interaction design is item design. Such as determining information structure, element dictionary, visual form, etc. Why is it that the larger the number of visible items, the smaller the attention? This is determined by cognitive characteristics. The more options, the longer the steps, the more understanding people need. Understanding brings a lot of pressure to people, so they need to turn inward attention, turn the task attribute of attention to the logical attribute, and reduce their interaction ability. In addition to the expectation of the use time of attention shift and the demanding (physical strength) of mouse and keyboard operation, people generally dislike lengthy forms, page jumps and other situations. As a result, interactive forms such as "responsive expansion", "pop-up bubble", "pop-up window", and "label" appear.
The organization and presentation of items is a major topic
In addition to using good organization methods to "reduce" the number of visual items, element dictionaries and visual forms can also affect interest and use interest to enhance attention. Take the element dictionary as an example, which mainly plays a role in keywords. Such as "Together" in "Recommended for you" and "Let's listen together", "You may like" and "Friends also like". The attention of Arabic numerals is significantly higher than that of Chinese numerals. The reaction speed of "Delete All" is also faster than that of "Empty". If we do not consider the use environment, "delete Zhang San's microblog" and "delete microblog", will the effect be good?
5. Summary
As a process science, interaction design needs a certain amount of time and energy. From the perspective of the Internet field, attention becomes particularly important because physical factors are excluded. Taking the attention conversion rate as an opportunity, we can promote interaction design to user experience design.
The result of attention and understanding is memory. As for the influence of memory on interaction design, we will communicate next time.
