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任务、任务点和目标

2007年07月01日 下午 21:28
作者:Angela | 话题:

我们说,每一个用户来到网站,至少都带着一个目标,即使是“没事瞎逛逛”也可以看成一种目标。那么,用户达到其目标的这个过程,我们便可以称之为“任务”。

要理解“目标”和“任务”之间的关系,我们不妨看看生活中一个场景:你想“买一个数码相机”。假设你在国贸上班,楼下就有卖数码产品的,但那是一个宰人没商量的地方,所以你希望能去中关村看看,不过你想在去之前了解一下相机的型号,这样就可以节约在路上的时间。

这个时候你发现你的目标变成了:“去了解数码相机的型号”。你有两个途径可以选择:
1、上网查资料;
2、去楼下的数码城。

最后你选择去楼下的数码城逛了逛,选中一款自己比较喜欢的。回来以后,你又上网查了一下价格,发现中关村的价格比国贸要便宜300元。所以你决定去中关村买。这时你的目标又变成了:“去中关村。”

从国贸去中关村有好几种方法:地铁、公共汽车、出租车,或以上几种的组合,但每种方法都有好和不好的地方,比如坐地铁的话,你需要走15分钟,出了地铁站,你也需要再走15分钟才能到电子城;坐出租车呢,你不需要耗费体力,但金钱的支出会大大增加。想来想去,算来算去,你最后决定……

好了,这个例子我们就不再继续往下分析了,从这个过程中,我们能得出什么结论呢?

1、用户的总体目标总是不变的。

一开始我们说:“用户来到网站,至少都带着一个目标。”那么这个目标,就是他最大的一个目标。比如:买一个数码相机。又比如:“保存自己的照片”或“给男朋友买生日礼物”。这个目标,从一定程度上来讲,正是一个网站存在的意义和目的。

2、用户在达到总体目标的过程中有很多子目标。

在这个简单的例子里,用户的子目标分别是“了解数码相册的型号”和“去中关村”。这些子目标,我觉得可以用另外一个词来称呼它,即:它们是整个任务流中的不同“任务点”。正是这些任务点的前后串联,才构成了我们的任务流。在上一个话题中,我说“一个页面就是一个任务点。”,所以在这里我又可以再罗嗦一遍了:每个页面的“存在”,都是为了“帮助”或“促成”用户达到他在这个“任务点”的一个“子目标”。

3、我们产品,除了能满足用户的目标,还应该能帮助用户找到最经济、最适合他们的任务路径。

这条路径,同时也应该是满足“企业的商业目的”的一条路径。在这个例子里,我们可以推荐你通过电话或网络,到一些中关村的在线商场订购,然后选择送货上门。不过这种方法,用户需要付出的更多的时间成本、额外的快递费用、更高的风险和后续的维护成本。这些都需要在用户走到这个“任务点”的时候通过各种方法提示给用户。

总结一下与任务分解相关的要点,就是:

1、任务分解的基础是理解用户的目标;
2、用户的目标(子目标)有大有小,合理地定义这些目标是任务分解中至关重要的一环;
3、在引导用户完成目标的同时,别忘了网站的商业目的,在适宜的时候给用户适宜的选择,不仅不会让用户反感,还能提高用户的体验。

转载请注明出自UCDChina.com,谢谢。

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评论(61)

  1. 继续拜读中“一个页面就是一个任务点” 这句话有点武断了吧,要看具体的情况了,有的时候一个任务节点也有可能是由几个页面构成的。

    在设计用户的一个目标流程的时候,只有很好的分析流程中的各个节点才可以把自己的商业目的很好的融入到流程中。

  2. "有的时候一个任务节点也有可能是由几个页面构成的"这句话不成立, 任务分解的意义就是要逐层的吧任务分解到具体对应的页面上, 所以不存在一个任务点有几个页面的情况,  这种情况只是因为你的任务还应该继续分解下去…

  3. 很多应用真的是几个页面完成一个任务   你们说的“任务点”不知道改如何理解 是说完成几个细节的动作 还是具体完成一个小任务

  4. " 3、在引导用户完成目标的同时,别忘了网站的商业目的,在适宜的时候给用户适宜的选择,不仅不会让用户反感,还能提高用户的体验。"

    这句话比较准确的说明了用户体验工作者的意义

  5. […] 2、UCDChina本期话题”情景设计和任务分解”中Angela说到:”在引导用户完成目标的同时,别忘了网站的商业目的,在适宜的时候给用户适宜的选择,不仅不会让用户反感,还能提高用户的体验。”,这句话很到位。 […]

  6. 具体任务点是和信息设计紧密挂钩的。比如在注册任务中,“填写个人信息”,如果信息量不大,一页能搞定,那么这页可以称为“填写个人信息”的任务点;如果要填的东西太多,用户的识别负担太大,需要分成两页甚至三页来填的话,我们仍然可以把这三页一起称为“填写个人信息”的任务点,只不过这个任务点用三个页面来完成的。

    我并不坚持一个任务点就是一个页面,但大多数情况是这样。

  7. 哈哈哈,如果“页面”的定义这么狭窄,那么确实能这么说。

  8. "所以在这里我又可以再罗嗦一遍了:每个页面的“存在”,都是为了“帮助”或“促成”用户达到他在这个“任务点”的一个“子目标”。"

    玩魔兽的时候,为了完成一个大任务,你还得事先完成几个小任务(子目标),小任务帮助和促成完成最终任务.哈哈

  9. 很有意思的一个话题,而子目标和任务点的信息、设计是需要大量的支出和工作,在先了解用户目标的时候网站也是要相应的确定网站自身的目标才能达到双赢的结果,否则得不偿失。

  10. 任务也可以分解为子任务啊,对应文章中的子目标。 

    任务和目标到底怎么区分,他们之间的关系还有没有搞明白,呵呵~

     

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