Source of this article: Everyone is a product manager
Author: VV experience (micro-channel public number: VV experience)
Since the concept of blockchain was proposed last year, it is still in the concept research and development stage, and most people's understanding may still be in the currency circle. It seems that the currency circle is all about financial market investment operations, which has nothing to do with us, but we can delve deeper into the field.
The innovation brought by this technology may be disruptive, and it may be a good opportunity for us. We need to focus not only on what's happening on the screen, but also what's happening off the screen.
The nature of blockchain
Blockchain is a new application model of computer technology such as distributed data storage, point-to-point transmission, consensus mechanism, and encryption algorithms. Seeing this is a bit embarrassing, the most we think of is Bitcoin, which is actually just an application of the blockchain. The blockchain is essentially a decentralized database, which is a series of data blocks using cryptographic methods. This data block is immutable.
This is like every time we buy something and pay the merchant through the network, the transaction is actually sent to the bank's ledger, and then sent to the merchant, so that the transaction is completed.
The blockchain is decentralized, and our payment is actually recorded on the blockchain ledger. After verification, the funds are directly transferred to the merchant's wallet.
Regarding the understanding of the decentralization of the blockchain, I saw earlier that someone gave a very vivid example: the boy said to the girl "I love you for a lifetime", and then the girl sent this sentence to her girlfriends, parents , Circle of friends, public account, WeChat group, so the boy can no longer deny.
Blockchain Innovation: Endorsement of Integrity
Regarding the innovation brought by the blockchain, it may be the most direct and probably those industries where we have to run a lot of legs and submit a lot of information to run well. The improvement brought about is the efficient operation of the entire process.
There is also a loan, which is actually implemented on many platforms. One-click loans do not need to submit so much information.
Once integrity is endorsed, you may no longer see all kinds of fraud. Because once everything is formed, it will be recorded by a series of encrypted data, and everyone can see that it is immutable. Imagine if the small abacus in my heart should have died out.
Compare Nielsen to summarize three main changes
The impact of subsequent development of the blockchain on product design is also disruptive, and we may have to make some changes based on its characteristics. For example, the characteristics of the blockchain are immutable, which is created in the experience design we require to allow users to make mistakes and the attributes that can be modified are contrary, which requires us to take advantage of the situation. We use Nielsen to propose ten usability principles to push back to the point where the blockchain may be different.
1. Visibility of system status
The system should let users know what is happening at all times, let users know what kind of state they are in, and give users appropriate feedback at the right time to prevent users from using errors.
Blockchain: This can be regarded as the bottom line requirement for experience design. The principle of visible status is more demanding.
2. Environmentally relevant principles (Match between system and the real world)
All the performances and expressions of the design are as close as possible to the user's environment, and the operating functions of the real environment are skillfully transformed into online functions to make them closer to the user. Use professional terms that the user can understand, and when the specialized language is involved, it must be translated into a language familiar to the user.
Blockchain: Blockchain has a lot of technical terms. For the most part, the industry hasn't figured out how to understand them quickly, so these terms should be translated into a language that users can understand.
3. User control and freedom
For the user's misoperation, the function of secondary confirmation or cancellation is provided, which can improve the controllability of the user's operation.
Blockchain: Blockchain has its immutable characteristics and endorsement of user integrity. There may be many institutional restrictions on the characteristics of its products, and it may also be necessary to follow the institutional specifications for manipulation.
4. Consistency and standards
Follow uniform product design specifications / logic. Consistency here includes consistency between products and cross-platform products.
Blockchain: Blockchain products also need to follow the principle of consistency to better help users understand.
5. Error prevention
Set up error prevention mechanisms to reduce user errors. Before the user selects an action, it is necessary to prevent the user from easily confusing or making a wrong choice.
Blockchain: The characteristics of blockchain products are immutability, the integrity mechanism cannot be changed, and the data cannot be changed. Once a certain transaction is confirmed, it will be recorded. It cannot be changed, so the error prevention here may need to be done first, and the error prevention principle should be set before the user performs a certain transaction.
6. Recognition rather than recall
Reduce the user's memory load and give users the information they need to get at the right time.
Blockchain: Blockchain products also need to reduce the burden of memory and reduce the cost of use for users.
7. Flexibility and efficiency of use
Provide flexible operation and efficient access to information.
Blockchain: The emergence of blockchain products is to be more efficient, but in some important links, it may be necessary to set a more important confirmation mechanism than general products, such as before the transaction behavior is triggered.
8. Aesthetic and minimalist design
Keep the most important information of the product. If it is not the highest priority, do everything possible to avoid affecting the simplicity and beauty of the product.
Blockchain: Blockchain products need to help users understand quickly. If a product gives users a gorgeous design, it may be off course, because the user ’s focus is designed to attract the past, and it is bound to affect efficiency. Make an impact.
9. The principle of fault tolerance (Help users recognize, diagnose, and recover from errors)
The user has a problem during the use of the product, and the user is informed of the cause of the problem in a timely and accurate manner.
Blockchain: The complex and unchangeable nature of blockchain products requires users to establish usage rules based on rules and regulations in a timely manner.
10. Humanized Help Principle (Help and documentation)
Provide the necessary help when users need it.
Blockchain: The analysis of big data by blockchain products should be higher, so that it can be matched to
Discover the disruptive impact of blockchain products through the above comparison
1. Changes in user group attributes
The original intention of product design is to efficiently solve problems for users, and the change brought by blockchain is more efficient. The direction of the two is the same. Where the thinking extends, the place where the change occurs may be the change of our user attributes.
In terms of using products with financial attributes, our user portrait may have been a white-collar worker with a family, financial ability, and career success over 30 years old.
The development of the blockchain has lowered the threshold for the entire industry. For a student who has just stepped out of the school, he has the opportunity to easily obtain a startup capital, as long as his online qualifications meet the requirements.
2. The premise of design language is integrity
Blockchain is based on honesty as an endorsement. In product design, it may be necessary to reduce cool design, reduce technical terms, and reduce interference to users. Small ads must give me all the way. In principle, in order to make users feel safe and reliable, reduce the threshold for users to use, reduce learning costs, get started quickly, and win the trust of users as a prerequisite for product design.
For example, the 360 browser we use, the brand itself conveys safety and reliability to users, and every step of the operation means that a security guard is escorting.
3. Do immutable attributes not allow users to make mistakes?
While blockchain technology is oriented towards efficient completion, timely feedback becomes more important. Where verification is required, users should be forced to do verification carefully. Because some operations, once formed, have irreversible characteristics as the attributes of blockchain technology.
What should be considered in product design is not to allow users to make mistakes, but how to fundamentally prevent users from making mistakes.
For example, many logins and key operations are two- or multi-factor authentication. We do not need to log in with the correct username and password. We also require mobile phone SMS verification. Online banking limits the amount of transfers every day; a large amount of bank transfers, when everything is entered correctly, the bank will call and confirm with you individually, etc., all of which we are trying to prevent users from making mistakes.
Write at the end
We have reason to believe that blockchain technology may bring more disruptive innovations. Naturally, more and more design principles are waiting for us to discover. Experience design is based on the people-oriented principle. Do innovation.