(4.4.1)-【第四章】第四节实地体验：从用户体验获得想法（20）（译）

第四节实地体验：从用户体验获得想法SectionIV:On-siteexperience:Obtainingideasfromuserexperience4除了观察他人行为和访谈之外，我们还可以通过自己亲自体验来获得最直观的感受，有助于我们对研究方向进行进一步的理解。Inadditiontoobservationandinterviews,wecanalsogetthemostintuitivefeelingsthroughpersonalexperience,whichhelpsustofurtherunderstandtheresearchdirection.【学习目标】Learningobjectives理解创新行动中的实地体验Tounderstandtheon-siteexperiencefrominnovativeactions理解实地体验的原则Tounderstandtheprinciplesofon-siteexperience【能力目标】Abilityobjectives用同理心去体验用户的感受Toempathizewithusersfeeling详实记录体验的经历与感受Torecordtheexperienceandfeelingtodetail【思政目标】Attributeobjectives培育并践行社会主义核心价值观Tocultivateandpracticethecorevaluesofsocialism以人为本的科学发展观Toestablishhuman-centeredscientificdevelopmentvalue树立服务社会、服务地方的理想信念Toestablishthefaithofservingthesocietyandthelocal【知识探究】Knowledgeexploration一、实地体验的内涵Theconnotationofon-siteexperience

实地体验指通过亲身实践所获得的经验或感受，强调站在对方的立场上考虑问题，这种要求创新者能够进入用户的生活工作环境，体验用户的喜怒哀乐，如此做出的创新方案才更加真实。On-siteexperiencereferstotheexperienceorfeelingsacquiredfrompersonalpractice,emphasizingconsiderationinyourcounterpart’sshoes.Itrequiresinnovatorstoentertheuser’slivingandworkingenvironmentandexperiencetheuser’svarious

offeelingssoastoinnovatesolutionsmorerealistic.二、实地体验的原则Theprinciplesofon-siteexperience（一）体验角色成为用户。Experiencetheroleasauser.所谓体验，需要身体力行，通过扮演用户创新者会深刻意识到难以言传的创新环境。Theso-calledexperiencerequirespersonalpractice.Byactingasauser,innovatorunderstandmoredeeplyabouttheunspokeninnovationenvironment.【思考涟漪】Thinkingripples一座迷你版的儿童城市，城里有数十座不同风格的房屋，也有热闹的街区和繁忙的交通。在这里，小朋友有自己的身份证和银行卡，还可以体验不同的角色扮演：快递员、警察、消防员、空姐、医生、记者、点心师、摄影师……等等。完成工作之后，还可以赚取到在儿童城市流通的货币，在园区里面享用美食、购买纪念品、参加职业培训。通过这样的职业体验，相比较其他方式能够让孩子们更加直观的体会到爸爸妈妈在工作时的酸甜苦辣，Intheminicityforchildren,therearedozensofhousesofdifferentstyles,withlivelyneighborhoodsandbusytraffic.Here,childrenhavetheirownIDandbankcards,andtheycanalsoexperiencedifferentrole-playing:courier,police,fireman,flightattendant,doctor,reporter,pastrychef,photographer,etc.Aftercompletingthework,childrencanalsoearnmoneycirculatinginthecitytoenjoyfood,buysouvenirs,andparticipateinvocationaltraininginthepark.Throughthiskindofprofessionalexperience,childrencangetmoreintuitiveexperienceofdifficultiesmomanddadfaceatworkthanbyothermethods.通过角色扮演让孩子获得职业体验Letchildrengetprofessionalexperiencethroughrole-playing（二）忘记分析尝试感受。Donoteanalyzebutjusttrytofeel.由于创新流程的限制，同理心往往只停留在理论上，如果我们过分倚重事实分析，针对目标人群进行抽象思考，那么我们则很难孕育出创新的灵感与智慧。在创新者体验的过程中需要打开五官去感受。Duetothelimitationsoftheinnovationprocess,empathytendstostayonlyintheory.Ifwerelytoomuchonfactualanalysisandabstractthinking,itwillbedifficultforustonurtureinnovativeinspirationandwisdom.Intheprocessoftheinnovator’sexperience,thefivesensesneedtobeopenedtofeel.【思考涟漪】Thinkingripples设计师用带上有雾的眼镜行走，双腿绑上重物爬楼梯等方式，体会老年人生活中的不便之处。通过这一些体验，让设计师能够更加深刻的理解老年人的感受及真正的问题出在哪里。图中的餐盘，就是为患有帕金森症的老年人而进行的特殊设计。Thedesignerusedfoggyglassestowalk,tiedlegswithweightwhenclimbingthestairs,andsoon,toexperiencetheinconveniencesoftheelderly.Throughtheseexperiences,designerscanhaveadeeperunderstandingofthefeelingsoftheelderlyandwheretherealproblemslie.ThedinnerplateinthepictureisspeciallydesignedforelderlypeoplewithParkinson'sdisease.替老者设计助老餐具Designtablewarefortheelderly（三）从资深用户角度开始创新。Startinnovationfromtheperspectiveofexperiencedusers.由于具有更深入的使用经验，资深用户最有可能对产品有一套创新想法，如果创新者本身是资深用户创新，发现会更加直接。Withmorein-depthuserexperience,experiencedusersaremostlikelytohaveasetofinnovativeideasfortheproduct.Iftheinnovatorisaexperienceduser,theinnovativediscoverywillbemoreeasy.【创新行动】Innovativeaction/现场探索On-siteexploration时间Time参与人员Participants工具Tools20分钟（mins）团队内分组，2-3人一组Formsmallgroupof2-3personsineachteam.笔、白纸、便利贴相机、录音笔等Pens,whitepaper,stickynotes,cameras,recordersandetc.行动目的Purposeofaction：走出房间到客户或者最终用户处进行体验，充分感受用户的需求以及痛点；更多的了解客户的不理解和困惑，找到满足客户需求或者超越客户需求的解决方案。Gooutoftheroomtoexperienceasacustomerorenduser,fullyfeeltheuser’sneedsandpainpoints,learnmoreaboutthecustomer’sconfusions,andfindoutsolutionsthatsatisfyorsurpassthecustomerneeds.行动步骤Actionsteps：1、3人一组。1人负责体验，1人负责拍照，1人负责记录。3personsformagroup,inwhichonepersontoexperience,onetotakepictures,andonetorecord.2、走进客户或者客户的客户站在客户角度考虑问问题，而不是凭想象或画草图；Putonendusers’shoestoconsidertheproblems,ratherthanrelyingonimaginationorsketching;3、以各种不同的角色站在客户的角度进行体验；Experiencefromtheperspectiveofcustomersinvariousroles;4、每个人在体验中发现的问题，包括流程环境标志产品服务，感受迷茫，不理解，等等写下来；Writedowntheproblemsthatmakeyouconfusedintheexperience,includingtheprocess,environment,productandservice;5、回到工作室进行讨论汇总，配合使用训练工具卡/典型的一天分享和处理这些原始体验数据，确保可以辨识这些新的想法，发现问题。Returntotheworkplacefordiscussionandsummary,usethetrainingtoolcard/“atypicalday”toshareanddealwiththeseoriginaldata,andensurethatthesenewideascanbeidentifiedandproblemscanbefound.【训练工具卡】Trainingcard/典型的一天Atypicalday记录下你所体验到的经历与场景Recordtheexperienceandscenarioyougothrough时间Time活动（我观察到的）activities(thatIobserve)记录（我想到的）record(thatIthinkof)

【训练工具卡】Trainingcard/典型的一天工具卡使用说明Instruction作为用户进行实地体验，需要将自己完全代入到研究对象的角色中来。当完全沉浸在体验中来时，请开启自己的五官，把完整体验中的经历的所有的细节都记录下来，同时记录自己当下的感受。反思细节中透露出来的“不舒服”、“不喜欢”也许就是我们创新出发的起点。Toexperienceon-siteasauser,youneedtofullysubmergeintheroleoftheresearchobject.Bythen,openyourfeelingscompletely,recordallthedetailsandthefeelingsofyourexperienceatthesametime.The“uncomfortable”and“dislike”wediscoveredinthereflectiononthedetailsmaybethestartingpointforourinnovation.【他山之玉】Jadefromanothermountain/“声活”APP的创业故事ThestartupstoryoftheDeaflifeApp深圳本土创办起来的“声活”APP是一个特殊的创业团队,公司创始人邱浩海、韦创军都是听障人士，当他们加上天使投资人陈维伟以及毕业于深职院的手语翻译陈明星等人组成的团队，犹如海豚插上了翅膀一般，共同打造出全国首个听障群体的垂直社交分享平台。本案例以这一群特殊创业团队的创业经历，探讨其中发生在无声世界的创新。深圳本土创办起来的“声活”是一个特殊的创业团队，其中两个创始人是听障人士。他们打造的首个听障群体的垂直社交分享平台，能够帮助听障人群与健听人群进行实时交流以及沟通分享。TheDeaflifeAPPfoundedinShenzhenisaspecialentrepreneurialteam.TwofoundersofthecompanyQiuHaohaiandWeiChuangjunbothhavehearingimpairment.WhentheygroupwithangelinvestorChenWeiweiandsignlanguagetranslatorChenMingxingwhograduatedfromShenzhenVocationalCollege,itwaslikeadolphinwithwingsthattheyjointlycreatedfirstverticalsocialsharingplatformforthehearingimpairedinourcountry.Thiscaseprobesintotheinnovationsthatoccurredinthesilentworldwiththeentrepreneurialexperienceofthisspecialstartup.TheDeaflifefoundedinShenzhenisaspecialstartup,andtwoofthefoundershavehearingimpairment.Theycreatedthefirstverticalsocialsharingplatformforthehearingimpaired,whichcanhelpthehearingimpairedandthenormalpeopletocommunicateandsharesynchronously.“声活”——为听障人士在无声世界中建立对话Deaflife:tobuildacommunicationbridgeforthedeafinthesilenceworld“声活”的诞生源自2013年5月，创始人之一的邱浩海患了一场感冒，去社区卫生院看门诊时，由于医生看不懂手语，彼此只能通过纸笔进行交流。这种日常生活中的困难刺激着有听障的邱浩海，从卫生院回来后，他打着手语和同样患有听障的好友韦创军说：“我们自己开发一款可以改善听障人沟通的软件，解决交流困难的问题吧。”于是，他们招聘手语翻译、IT人士等过创业所需要的人才成立团队，开始研发适合听障人士社交需求的“声活”APP。TheDeaflifewasfoundedinMay2013.Oneofthefounders,QiuHaohai,oncehadacold.Butwhenhewenttothecommunityhealthcentertoseeanoutpatientclinic,thedoctorsdidn’tunderstandsignlanguage,sotheycouldonlycommunicatebywritingwithpenandpaper.ThesedailydifficultiesinhislifestimulatedQiuHaohai.Afterreturningfromthehospital,heusedsignlanguageandtoldhisfriendWeiChuangjun,whoalsosufferedfromhearingimpairment,“Let’sdevelopasoftwarethatcanimprovethecommunicationofthehearingimpairedandsolvetheproblemofcommunicationdifficulties.”Thereafter,theyrecruitedsignlanguageinterpreters,ITprofessionalsandothertalentsneededforthestartup,andbegantodevelopaDeaflifeAppsuitableforthesocialneedsofthehearingimpaired.进行市场调查时，邱浩海发现，目前已有的适合听障人应用的APP不是由听障人开发，难以满足对听障人群体的真正需求。正常人在QQ、微信聊天中，表情只是起到点缀娱乐的作用，不是必备的功能。但手语表情能更加接近听障人群的使用习惯，让他们感觉亲切。于是，他决定先从设计手语表情开始，“设计专门手语表情，让听障人沟通起来不再有障碍，是一件很有意义的事。”这个项目就叫“声活”APP。Whenconductingmarketresearch,QiuHaohaifoundthattheexistingappsforhearing-impairedpeoplearenotdevelopedbythehearingimpaired,andtheycannotmeettherealneeds.Althoughsignlanguageexpressionscanmatchthehabitsofandbefriendlytothehearingimpaired,theemoticonsthenormalpeopleusedinQQandWeChatchatsonlyservetoembellishmentandentertainment,whicharenotfunctionalorusefulenough.Therefore,hedecidedtostartwiththedesignofsignlanguageexpressions.“Itisaverymeaningfulthingtodesignspecialsignlanguageexpressionssothatthehearingimpairedwillnolongerhaveobstaclesincommunication.”ThisprojectiscalledDeaflifeApp.陈明星是一个二十多岁的小伙子，在深圳职业技术学院上学的时候，他就对手语很感兴趣，经常流连于学校的手语角，在那里认识了邱浩海。于是，他加入了这个特殊的创业团队。一些同学对陈明星的不理解，觉得他这个人很奇怪，跟一些聋子打在一起。但陈明星感到很开心，他说在团队里学到了很多东西。如今已经毕业的陈明星全职担任“声活”公益活动执行工作。ChenMingxingisayoungmaninhistwenties.WhenhewasstudyingatShenzhenVocationalandTechnicalCollege,hewasveryinterestedinsignlanguage.HeoftenlingeredinthesignlanguagecorneroftheschoolandgottoknowQiuHaohaithere.Sohejoinedthisspecialstartup.Someclassmatesdidn’tunderstandChenMingxing,thinkingthathewasastrangepersongettingalongwithsomedeafpeople.ButChenMingxingfeltveryhappy.Hesaidthathelearnedalotinthegroup.ChenMingxing,whohasnowgraduated,isafull-timeexecutiveofficeroftheDeaflifecharityactivity.其实这个特殊的团队在一开始，他们并没有成熟的商业模式，但用手语诠释的梦想给人们留下了深刻的印象。2013年底，邱浩海和韦创军参加了深圳市南山创业之星比赛，最终闯入决赛获得了自强不息奖。作为当时比赛的评委，知名投资人陈维伟向他们伸出橄榄枝，并将整个商业模式予以重新打磨。Infact,atthebeginning,therewasnomaturebusinessmodelforthisspecialstartup,butthedreaminterpretedbysignlanguageleftadeepimpressiononpeople.Attheendof2013,QiuHaohaiandWeiChuangjunparticipatedintheEntrepreneurshipStarCompetitioninShenzhenNanshan,andfinallyenteredthefinalsandwontheSelf-improvementAward.Asthejudgeofthecompetitionatthattime,thewell-knowninvestorChenWeiweihandedoveranolivebranchtothemandrefinedtheentirebusinessmodel.经过两年多时间的打拼和沉淀，“声活”APP在功能上已经十分完备。打开“声活APP”界面，首页就是线上语音实时翻译功能，无论是语音转文字，文字转语音都非常便捷，准确率高达80%。另外，APP还提供听障者的时事资讯、线下相关的活动开展及报名，以增强社交黏性。经过一年里的几次版本测试，目前声活的粉丝已经迅速涨到十余万，分布全国各地，甚至吸引了不少外国相关机构的关注。Aftermorethantwoyearsofhardworkandrefining,theDeaflifeAppbecamefullyfunctional.WhenyouopentheAppinterface,thehomepageisthereal-timeonlinevoicetranslationfunction,ofwhichthebothofvoice-to-textandtext-to-voicetranslationareveryconvenient,andtheaccuracyrateisashighas80%.Inaddition,theAppalsoprovidescurrentaffairsinformationandofflineactivitiesandregistrationhereofforthehearingimpairedtoenhancesocialstickiness.Afterseveraltestsinayear,thenumberoffansofDeaflifehasrapidlyrisentomorethan100,000fromalloverthecountry,andevenattractedtheattentionofmanyforeignrelatedorganizations.据了解，目前全世界有近3.6亿人患有听力损失，而中国患有听力受损的人数最多，高达3000万，听障者影响波及的人群达上亿之多。这些群体都是“声活”的目标人群。Itissaidthattherearecurrentlynearly360millionpeoplesufferingfromhearinglossintheworld,andChinahasthelargestnumberofpeoplesufferingfromhearingloss,whichisashighas30million.Thepeoplewhohavehearingimpairmentaffectshundredsofmillionsofpeople,whicharealsothetargetgroupsoftheDeaflife.除了对公益的热情之外，能够吸引更多人关注到社会领域创业的重要因素绕不开商业利益，这也是“声活”区别于众多公益创业项目与一些NGO的最大亮点。在“声活”APP中，听障人士除了可以实现手语翻译预约，“声活”还在2016年底的2.0版本中推出了服务板块，发展手语翻译预约服务、听障用品售卖和招聘功能等，帮助听障人群在就医、法务、商业交流、生活场景中实现顺畅沟通与交流。与此同时，包括手语手势识别、生活服务的持续开发等想象空间也无限广阔。Inadditiontotheenthusiasmforpublicwelfare,animportantfactorcannotbebypassed,whichalsocontributetotheattractionforsocialwelfare,isbusinessinterests.ItisalsothebiggesthighlightoftheDeaflifethatdistinguishesitfrommanypublicwelfareentrepreneurialprojectsandsomeNGOs.IntheDeaflifeApp,inadditiontomakingappointmentsforsignlanguagetranslation,italsoprovidedaserviceinversion2.0attheendof2016todevelopthefunctionsofsignlanguagetranslationreservation,thegoodssaleforthehearingimpairedandrecruitment,etc.tohelpthehearingimpairedcommunicatesmoothlyinlifescenariosasmedicaltreatment,legalaffairs,businessexchanges,andsoon.Atthesametime,theimaginationspaceincludingsignlanguagegesturerecognitionandthecontinuousdevelopmentoflifeservicesisalsoinfinite.（一）“声活”APP的主要依靠哪些方面吸引到众人关注的？WhatarethemainfactorsoftheDeaflifethatattractthepublic?（二）我们能从这个“特殊”的创业团队中学习到什么？Whatcanwelearnfromthisspecialstartup?【案例思考】Enlightenmentofthecase（一）“声活”APP的成功除了创业团队的的坚持不懈，更多的体现在这款APP“以人为本”的科技创新功能。从听障人士的实际困难出发，设计了能够满足听障人士与健听人日常沟通、生活所需的一系列重要功能。例如：通过将声音实时转化为文字，听障人可以与健听人完成日常会话；信息板块可以帮助听障人发布求职信息；活动板块，有手语课堂、手语角以及读书会，帮助听障人士线下找活动；一键预约手语翻译员，满足听障用户深度社交需求；以及他们首创的“声活圈”功能，可以看到许多听障朋友分享出来的时事动态以及生活的点点滴滴；让他们可以不再因为身体上的缺陷而产生生活上的自闭。这些从听障人士需求出发的功能，让沟通在听障人群中也不再有障碍，这便是“声活”APP受欢迎的原因。ThesuccessoftheDeaflifeisnotonlytheperseveranceofthestartup,butalsothehuman-centeredscien-techinnovativefunctionofthisApp.Startingfromtheactualdifficultiesofthehearingimpaired,aseriesofimportantfunctionsaredesignedtomeetthedailyneedsforcommunicationandlivingbetweenthehearingimpairedandthenormalperson.Forexample:byconvertingvoicesintotextinrealtime,thehearingimpairedcanrealizedailyconversationswiththenormalpeople;theinformationsectioncanhelpthehearingimpairedpublishjobsearchinformation;theactivitysectionincludessignlanguageclasses,signlanguagecorners,andreadingclubstohelpthehearingimpairedfindactivitiesoffline;thefunctionofone-clickappointmentforsignlanguageinterpretersmeetthein-depthsocialneeds