Product designer Wang Zhenlei: some ideas and implications for full link design

The following is the WeChat public number from product designer Wang Zhenlei. The author focuses on some personal views on the whole link design, and also gives some inspiration and reflection to our current designers.

Jun Jun think product designer Wang Zhenlei analysis is good, at least allows designers to understand the work now, in the end is not the full link design, or single link design. As well as their respective advantages and disadvantages.

Interested partners can focus on the product designer Wang Zhenlei know column address:

Wang Zhenlei's known address


Next, we will focus on the author’s views on the whole link design and its implications.

The so-called “link”, “full” is refers to something pro, what things need to be involved, but from their own standpoint, to around each step working mode of * 009

Just like “whole stack”, it often refers to the collection of skills, the development, design, product and operation. “The link” is more focused on the operational level, not only to understand their own responsibility, but also to understand the antecedents and consequences.

So, what are the benefits of “full link design” and what benefits will it bring?

What can we do for our personal designers’ career development and progress?. The following four aspects are embodied:

Control of full link design

Part one: some benefits for individuals

1, more macro field of vision

After work, a lot of people’s anxiety comes from “intensive and meticulous farming”. Especially in large companies, eyes staring at the third of an acre, the change is easy to ignore the whole industry is taking place, your vision is becoming more and more small. “Full link design” is the biggest requirement for the individual, is a broader vision.

Take my own “interactive designer” as an example, often asked by friends, what kind of work belongs to the category of “interactive design”?

In addition to the most basic button, pendulum components, writing copy is not calculated? Is the color of the text counted? Can the business objectives behind the demand be involved? Operation plan does not listen? Technical scheme discussion?

The answer is very simple, as long as the product can do better, count.

In the team, the designer is more like a binder, can pale words, figures into intuitive design draft, can connect different posts. It will also require that you have to understand the antecedents and consequences of the product.

Even experienced, thought designers can work together with operations and products to develop business plans and product requirements. More powerful designers directly produce a complete set of product solutions and operational plans to promote operations and product managers to execute on the ground.

The Internet industry is developing too fast, skills and professional will be refreshed at any time. There are some common ways of doing things, and a relatively stable industry, business itself. 027.



2, the ability to integrate complex information and fields

Whether the design draft is good or not, the standard does not slip, it is not the requirement of the Senior Interactive designer. The competition between designers is more in the integration of information and resources. If you only draw the demand interface, the value it brings can be very limited. (of course, basic skills should be trained)

With more macro vision and scope of work, the information you encounter will also increase exponentially.

Before doing the specification, write the size of such a component, click what will be the effect, how many words to write the “container specification””. And now, starting from the business point of view to specify product specifications: which components function is to enhance the conversion rate? What is the content of the proposed operation? Shopping guide copy what are the requirements and so on.

Before the design, more like a table, anyway, the container is good, what is placed inside the operation and products, I do not care. And now, I will spend more time communicating with them”. The container is not so important.

In addition to integration, you need to learn how to leverage.

When you understand the “gameplay” of the entire link, you need to know exactly what you want in each link. Industry operations may be the most intuitive amount of turnover, product managers may want to transform and horizontal demand integration effect, engineers are pursuing the efficiency of work and the degree of component.

In fact, these appeals seem to be the unique KPI of a job, but for users, for the product itself, each of them is indispensable. In order to improve the conversion rate, how to choose from a selection of operation? How do you describe your expensive goods to users? Can the components used to help develop and improve efficiency? This is something to consider. The same thing, different people with different rhetoric, and ultimately achieve a holistic goal, is the so-called “resource integration” and “leveraging””.




The second part: the benefits of teams and products.

3, the scene and scene connection is better

Last year, I was doing the presentation of the front end client, the interface that users saw when using the product. But in fact, for the electricity supplier system, a commodity to the user’s hands, after the process of more than 80% of the user is invisible. So it’s just a little part of the business. The warehousing, logistics, and supply chain behind you are not what you can see.

So starting this year, I’m starting to meet the needs of the back office. In the same project, there must be both front desk presentation and backstage support, so the designer should have a comprehensive understanding of the overall design. Even if some requirements involve multiple users, then you should also consider the experience of consumers, businesses, suppliers and other roles to achieve balance.

In addition to the front and back desk, there are different front lines. The same big promotion activities, from home page to search, from search to commodity details page, and then to shopping cart, order, if each link is different designers in the design, how to guarantee consistency, coherent user experience?

So “full link design” can be well isolated scenes together, let “Circulation” really flow together.


4, lower communication costs

To put it bluntly, it means higher utilization of human resources. Previously, a person was responsible for a single product line, and now the designer’s position can run through any corner of the project. At least, the design team level, the boss will not limit you, and then you see how you and other positions to communicate with each other and leveraging each other. If there are designers involved in business goals, there is almost no cost in communication between requirements and programs. After all, they are all involved in the process.

Very understanding of the project, to deal with any related problems and challenges, also can answer up. Less like that, “I’m not responsible for this, please ask xxx.”.

Of course, “full link design” will bring higher requirements and more pressure to designers. Especially in the process of “going out”, the whole working mode is slowly changing, and inevitably encounter a variety of resistance and obstacles. Most of the time, it’s not so easy to work.

There are more things to be done, but the quality requirements of a single point will not be reduced, which will test the designer’s ability of time management and energy management. After all, the stall is too big to keep up with the ability, but it will not be accepted. So it’s more important to find ways to improve efficiency.

More things, more demanding, and no double pay. But this world is so cruel, we will have to bite the bullet and go forward.



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