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    當前位置: 首頁 > 售后 > 藝源智庫
    交互基礎小課堂!如何利用 “峰終定律” 改善用戶體驗?
    時間:2019-10-31 09:20:41
    文章發布:李陽
    原創作者:未知
    來源:互聯網

    文章用諸多案例講解關于「峰終定律」的概念、應用、改善用戶體驗的步驟。


    一、什么是峰終定律

    峰終定律是由諾貝爾獎得主 DanielKahneman 提出的,百度百科上它是屬于心理學上的定義。

    我把它結合了自己的理解應用在設計學上可以解釋為:

    用戶在使用某個硬件產品,軟件產品或者服務系統來完成自己目標的過程中,用戶情感地圖曲線的波峰(體驗最好)、波谷(體驗最差)、結束點的體驗,決定用戶對整個過程的體驗評價。

    而在過程中體驗好與不好體驗的比重,好與不好體驗的時間長短,對記憶幾乎沒有影響。

    這一定律主要是闡述人對過去體驗的記憶由兩個因素決定,一個是「高峰」,一個是「結束」。

    把用戶情感地圖曲線和峰終定律結合起來,簡單畫一張圖:

    交互基礎小課堂!如何利用 “峰終定律” 改善用戶體驗?-藝源科技

    既然用戶整體體驗與整個過程中好壞綜合無關,只跟幾個關鍵點有關,那么可以得到一個公式:

    用戶整體體驗評價(E)=(y1-y2)+y3

    y1,y2,y3 可以稱為關鍵時刻 MOT(Moment Of Truth)


    二、日常生活中的峰終定律

    這兩天和包子聊到宜家的峰終定律,突然明白了為什么我們有些課程調研,大家都喜歡去宜家調研了。

    交互基礎小課堂!如何利用 “峰終定律” 改善用戶體驗?-藝源科技

    交互基礎小課堂!如何利用 “峰終定律” 改善用戶體驗?-藝源科技

    雖然它的店員很少,找貨物也要自己找椅子搬下來,就算只買一件家具也需要逛完整個商場,但是每次逛完結束的時候都可以吃那個特別好吃的「一元冰淇淋」呀,這就是它的「終」。

    而在逛的過程中,就像包子講的,它的體驗模式很棒,把產品作為空間的一部分。曾經有一位宜家的老顧客也說,宜家商品物有所值,展區實用高效,產品隨意試用,大概這就是它的「峰」吧。

    扔一個我的學習小伙伴包大佬的分析:

    交互基礎小課堂!如何利用 “峰終定律” 改善用戶體驗?-藝源科技


    三、互聯網產品中的峰終定律

    如果說峰終定律怎么影響互聯網產品的用戶體驗的話,可以先舉幾個體驗差的例子。

    很多時候,用戶在某個平臺完成某個任務后,會出現很多引誘用戶點擊的贊助商的內容。比如問卷星,每次填完,任務結束的時候,它還會打著抽獎的名義接廣告……

    交互基礎小課堂!如何利用 “峰終定律” 改善用戶體驗?-藝源科技

    交互基礎小課堂!如何利用 “峰終定律” 改善用戶體驗?-藝源科技

    再舉個例子,你有沒有過在某些 app 注冊賬號,登錄 or 注冊很多次卻失敗的情況,或者花了很久時間才注冊 or 登錄成功?原因可能是賬號密碼錯誤,可能是注冊流程過多跳出率過高,可能是填寫信息冗雜……

    如果這款產品不是用戶剛需的話,最終會導致很多用戶卸載它,就算你之后流程的體驗再好,用戶根本無法體驗到最后。


    四、利用峰終定律打造「爽點」

    一款好的產品不僅能夠解決用戶的「痛點」,也能刺激用戶的「癢點」,更能打造用戶的「爽點」。

    有一些產品能在用戶使用的過程中利用峰終定律打造 「爽點」,提升用戶體驗。

    如果用外賣這個來舉例子的話,應該算是一個大的服務系統,它會涉及到很多方,比如消費者,商家,騎手等,而這一整個服務系統的設計,只針對消費者而言,流程也會十分復雜,其中利用峰終定律考慮的就更多了。

    那就其中用戶(消費者)與餓了么 app 的交互流程來舉例的話,用戶點外賣這個任務:

    從打開 app——選擇店——選擇美食——付款,用戶的任務已經結束了,但是餓了么會在結束的時候,給用戶一個分享領取紅包的福利,用戶會覺得自己獲得了很大的優惠,體驗會十分好,這也就是利用了峰終定律的「終」。

    交互基礎小課堂!如何利用 “峰終定律” 改善用戶體驗?-藝源科技

    我發現游戲里面對峰終定律是用得最多的,曾經玩過 lol,王者榮耀,吃雞手游……

    如果問曾經玩 lol 或者王者最爽的時候是什么時候,那大概是:比賽過程中的 First blood,penta kill ,killing spree,legendary,you have slained an enermy 等這些配音和畫面的視覺刺激吧。

    按照常規的模式是,殺人后系統直接提示「您已經殺滅了一名敵人」,但是它會去強化這種殺人的體驗,將殺人的場景分為多種類型,通過視覺上的彈框擊殺提示與配音上的激勵疊加,把殺人的體驗不斷深化,做到極致,另外在推塔和偷掉水晶的時候是不是也是最爽的時候呢?我覺得這里就利用了峰終定律的「峰」。

    交互基礎小課堂!如何利用 “峰終定律” 改善用戶體驗?-藝源科技

    我記得在游戲結束的時候,比如 lol 里面推掉水晶的時候,游戲畫面會停止幾秒,然后再出現水晶慢慢破滅,加上大大的「勝利」二字,有的時候回到大廳還需要等幾秒的時間。

    王者榮耀,吃雞這類在游戲結束的時候也會給用戶很多激勵,明明可以在結束后直接回到大廳,但它們會延長這些勝利或者失敗的體驗,如果勝利,當然是爽,還想再擁有這樣的體驗,繼續打;如果是失敗,那再接再厲,想擁有贏的體驗,繼續打……

    總之就是會讓用戶上癮。它們會把這些用戶體驗做到極致,在游戲結束的時候這些極致的體驗就利用到了峰終定律的「終」。

    交互基礎小課堂!如何利用 “峰終定律” 改善用戶體驗?-藝源科技

    交互基礎小課堂!如何利用 “峰終定律” 改善用戶體驗?-藝源科技


    五、利用峰終定律改善體驗步驟

    「峰終定律」改善用戶體驗的步驟:

    • 進行可用性測試;

    • 繪制用戶旅程圖;

    • 找到「峰」,「終」時刻;

    • 通過用戶研究的方法找到用戶心中的關鍵時刻;

    • 將「峰」、「終」,「用戶心中關鍵時刻」的體驗優化至極致。

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