案例研究-AfterNow 的过程Case study - AfterNow's process

AfterNow,我们将与你合作,将你的想法和抱负转变为适用于市场的具体、完全操作的产品和体验。At AfterNow, we work with you to turn your ideas and aspirations into concrete, fully operational products and experiences ready for the market. 但在编写一行代码之前,我们将通过称为 "构想" 的过程来创建蓝图。But before we write a single line of code, we create a blueprint through a process called envisioning.

什么是构想?

什么是构想?What is Envisioning?

构想是用于产品设计的构思流程。Envisioning is an ideation process used for product design. 我们简化了大量创意,使其成为一种或几个计算出的现实概念,可执行。We streamline a large pool of ideas into one -- or a few -- calculated, realistic concepts to execute.

此过程将带来许多问题和阻止程序,这些问题最终会出现在产品中。This process will bring to light many problems and blockers that would have eventually come up in the product. 提前而快速的故障最终节省了大量的时间和金钱。Failing early and fast ultimately saves a lot of time and money.

在此过程中,我们将向你提供有关组的想法和调查结果的说明。Throughout this process, we'll provide you with notes on the group’s ideas and findings. 完成此操作后,你将会收到一个脚本文档和一个 "操作 it 结束" 步骤的视频,其中模拟了所建议的产品。When we're done, you'll receive a document of a script and a video of our "act it out" step, a simulation of the proposed product in action. 这些是你的产品的具体蓝图-你可以保留的框架。These are concrete blueprints to your product -- a framework you can keep. 理想情况下,下一步是构建产品,使我们能够测试和体验真正的交易。Ideally, the next step is for us to build the product, which lets us test and experience the real deal.

下面是每日一次播放过程、每个步骤所需的时间以及团队中需要的用户。Here's a daily play-by-play of the process, how long each step takes, and who you'll need on your team.

构想参与者

构想参与者Envisioning participants

对于此过程,请务必选择合适的参与者。It's important to select the right participants for this process. 该数字可能有所不同,但我们建议将它保留在七人之前,以提高效率。The number can vary, but we recommend keeping it under seven people for the sake of efficiency.

Decider (严重) -Decider 是在组中有一个重要的人。Decider (critical) - The Decider is an important person to have in the group. 如果在此过程中有 indecision,则他(她)将做出最终决定,或者在 (通常是首席执行官、创始人、产品经理或设计) 的的情况下提供扩展。He or she is the one who will be making the final decision or tipping the scale if there is an indecision during the process (typically the CEO, founder, product manager, or head of design). 如果他们不能参与整个过程,则为用户提供最适合的角色。If they aren’t able to participate for the entire process, appoint someone most fit to take on the role.

财务 (可选) -可以解释项目投资方式的人。Finance (optional) - Someone who can explain how the project is funded.

市场营销 (可选) -员工公司的消息。Marketing (optional) - Someone who crafts the company’s messages.

客户 (重要) -经常与客户交谈并可以成为其拥护者的人员。Customer (important) - Someone who talks to customers frequently and can be their advocate.

技术/物流 (重要) -了解公司可以构建和交付的人员的人。Tech/logistics (important) - Someone who understands what the company can build and deliver.

设计 (重要) -设计公司产品的人。Design (important) - Someone who designs the product your company makes.

第1天-映射DAY 1 - Map

列出目标 & 约束;设置长期目标-5 分钟List goals & constraints; set a long-term goal - 5 min

如果我们完全乐观,我们的长期目标是什么?If we were being completely optimistic, what is our long-term goal? 为什么我们在混合现实中构建此解决方案,我们尝试解决哪些问题?Why are we building this solution in mixed reality and what problems are we trying to solve?

列出冲刺(sprint)问题-5 分钟List sprint questions - 5 min

获得一点实用的,并列出问题的担心。Get a bit pragmatic and list out fears in question format. 如何失败?How could we fail? 为了满足长期目标,需要满足哪些条件?To meet the long-term goal, what has to be true? 如果项目失败,则可能导致了这种情况?If the project failed, what may have caused that?

创建流映射-最多1小时Make a flow map - Up to 1 hour

这是一个粗略的功能地图, (不详细) 。This is a rough, functional map (not detailed). 我们将所有用户类型都写在左侧,将结尾写到右侧。We write all of the user types on the left and the endings on the right. 接下来,我们会将它们连接到文本和箭头,显示用户与产品交互的方式。Then we connect them in the middle with words and arrows showing how users interact with the product. 这是在5-15 步骤中完成的。This is done in 5-15 steps.

会见专家 & 记笔记Interview experts & take notes

此练习的目的是增强对问题的集体理解。The goal of this exercise is to enhance our collective understanding of the problem. 在这里,我们可以将内容添加到地图中,并修复它上的任何错误。Here we can add things to the map and fix any mistakes on it. 如果可以更详细地展开流程的一部分,我们将与专家交流。If part of the flow can be expanded in more detail, we talk to the expert.

此过程的最佳做法是在我们 (HMW) 格式的方式进行单独说明时进行。Our best practice for this process happens when we take individual notes in How might we (HMW) format. HMW 是70s 中 P&G 开发的技术。HMW is a technique developed by P&G in the 70s. 这是一种以问题形式表示的方法,它最终会产生组织和优先级的注释。It's a method of note taking in the form of a question which ultimately results in organized and prioritized notes. 我们将为每个粘滞便笺记下一个想法,以 "我们如何" 的开头。We will jot down one idea per sticky note which starts with the phrase, "How might we." 例如,我们可能会如何在混合现实中传达 [您的公司] 的值呢?For example, how might we communicate the values of [your company] in mixed reality?

组织并决定Organize and decide
组织并决定Organize and decide

组织 HMW 说明Organize HMW notes

我们来看看我们的 "如何" 说明并将它们放在墙壁上。We take all the "How might we" notes and stick them onto a wall. 然后,在出现时将它们归类为突出的主题。We will then categorize them into noticeable themes as they emerge.

对 HMW 注释投票Vote on HMW notes

一旦所有便笺都处于相应的类别中,我们就会根据你最喜欢的问题进行投票。Once all the notes are in their appropriate categories, we will vote on our favorite questions. 每个人获得两个投票;Decider 获取四个投票。Everyone gets two votes; the Decider gets four votes.

选择目标Pick a target

将最重要的客户和一个目标时刻放在地图上,并查看冲刺(sprint)的初始问题。Circle the most important customer and one target moment on the map and look over the initial questions for the sprint. Decider 包含进行调用的任务。The Decider has the task of making the call.

第2天-草拟DAY 2 - Sketch

现有产品演示Existing product demos

冲刺(sprint)组中的每个人都将研究他们所喜欢的现有产品,这些产品对我们要处理的问题进行了解决。Everyone in the sprint group will research existing products they like that solve similar problems to the ones we’re tackling. 接下来,我们将向组的其余部分演示我们的结果。We'll then demo our findings to the rest of the group. 这样我们就可以很好地了解我们感兴趣的功能。This gives us a good idea of the features we find interesting.

备注Notes

我们花费20分钟的时间来收集笔记。We spend 20 minutes silently walking around the room to gather notes.

创意Ideas

我们花了20分钟的秘密 jotting 一些粗略的理念。We spend 20 minutes privately jotting down some rough ideas.

古怪8sCrazy 8s

我们花了8分钟创建八帧。We spend eight minutes creating eight frames. 在这种情况下,我们会在每个帧中快速草拟一种最佳做法。This is where we rapidly sketch a variation of one of our best ideas in each frame.

解决方案Solution

我们花30分钟的草绘情节提要。We spend 30 minutes sketching storyboards. 我们从令人古怪的8s 中获得最大的观点,并创建一个演示的三面板情节提要。We take the best variations of ideas from Crazy 8s and create a three-panel storyboard of the idea.

草绘情节提要Sketching storyboards
草绘情节提要Sketching storyboards

第3天-决定DAY 3 - Decide

这一天涉及许多 critiquing 和投票。This day involves a lot of critiquing and voting. 下面是细目:Here's the breakdown:

Quiet critiquingQuiet critiquing

将磁带解决方案放到墙上,并以无提示方式查看它们。We tape solutions onto the wall and take time to look at them silently. 在每个人都有时间查看所有草图后,我们会共同创建一个热度地图。After everyone has gotten time to look at all the sketches, we will collectively create a heat map. 每个用户都将标记放在他们喜欢的草图上。Each person puts marks on the sketches they like. 这可以是整个流或流的一个区域。This can be the entire flow or an area of a flow.

讨论 & 说明Discussion & explanations

我们将开始看到人们感兴趣的创意的热度地图,并在每个草图上花费三分钟的时间来最关注。We will begin to see a heat map of ideas people find interesting, and spend three minutes on each sketch that got the most attention. 人们可能会公开他们喜欢某些草图的原因,并且在有误解时,艺术家可以正确地传达他们的想法。People can openly discuss why they like certain sketches and the artist can correctly convey their ideas when there is a misunderstanding. 这可能会在一段时间内显示新的想法。This can surface new ideas at times.

在此步骤中,我们还想让人们有机会解释没有太多关注的观点。In this step we also want to give people opportunities to explain ideas that didn’t get a lot of attention. 有时,你会发现一名用户以前没有真正了解到的一项 gem。Sometimes you'll find a gem in an idea people didn't really understand previously.

Straw 轮询 & supervoteStraw poll & supervote

每个人将以无提示方式选择其最喜爱的想法,并在准备就绪时,人们会立即在最喜爱的位置上放置一个标记。Each person will silently choose their favorite idea and, when ready, people will place a mark on their favorite one all at once. 然后,Decider 将获得三个大点,以供他/她更好地赞。The Decider will then get three large dots for the idea he/she liked the most. Decider 标记的是要作为原型的创意。The ones marked by the Decider are the ideas that are going to be prototyped.

第4天-原型DAY 4 - Prototype

准备工作Preparation

为准备原型阶段,我们将收集一大的物理工具,就像孩子的播放工具包一样,就是构建代表全息影像的3D 对象。In preparation for the prototyping phase, we will gather an assortment of physical tools -- much like a child’s play kit -- to construct 3D objects that will represent holograms. 此外,我们还将具有代表人们用于访问这些全息影像的硬件设备的物理工具。We will also have physical tools that represent the hardware devices people are using to access these holograms.

原型!Prototype!

准备脚本Prepare a script

编写此原型的整个用户流的脚本,并决定将在 skit 中扮演部件的执行组件。Script out the entire user flow for this prototype and decide on the actors that will be playing a part in the skit.

进行操作Act it out

以物理方式处理用户流,其中包含所有用户参与方,并按使用它的顺序排列。Physically act out the user flow which involves all the user parties in the order they will be using it. 这样,我们就可以很好地了解此产品在构建时的可行性。它还会使我们在 kinks 时可能会忽视的一些主要。This gives us a good idea of how viable this product will be when we build it out. It will also bring to light some major kinks we may have overlooked when coming up with the idea.

关于作者About the author

Rafai Eddy, AfterNow Rafai EddyRafai Eddy
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