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As our first group project at GA, we needed to quickly learn how to use several online tools that helped our team of 4 collaborate and communicate while socially distant. Despite the rather extreme circumstances our team was still able to conduct research, usability testing and produce a number of quality deliverables needed to respond to the brief.

作為我們在GA的第一個小組項目，我們需要快速學習如何使用幾種在線工具，這些工具可以幫助我們的4人團隊在遠離社交的情況下進行協作和交流。 盡管情況非常極端，我們的團隊仍然能夠進行研究，可用性測試，并生成許多響應摘要所需的高質量可交付成果。

Thank you Miro. Thank you Figma. Thank you Team.

謝謝米羅。 謝謝Figma。 謝謝團隊。

我們被要求做什么 (What we were asked to do)

Our brief was to design a website specifically for Readings Kids that would allow the user to purchase children’s books online. Readings saw an opportunity to compete with Amazon and Booktopia but couldn’t do so on price. We were therefore looking for opportunities for Readings to compete in a different way. The client wanted the end product to reflect their brand values and keep in mind the end user will be a child.

我們的簡介是設計一個專門針對Readings Kids的網站，該網站允許用戶在線購買兒童讀物。 Readings看到了與Amazon和Booktopia競爭的機會，但在價格上卻無法做到。 因此，我們正在為雷丁尋找機會以不同的方式競爭。 客戶希望最終產品能夠反映出他們的品牌價值，并要記住最終用戶將是孩子。

我們以為我們知道的 (What we thought we knew)

We discussed our assumptions as a team, creating an affinity map to identify themes. From there we were able to create a mind map of core areas to guide our interview questions, with the main question being: why books?

我們以團隊的形式討論了我們的假設，并創建了一個親和力地圖來確定主題。 從那里，我們能夠創建核心領域的思維導圖來指導我們的面試問題，主要問題是：為什么要讀書？

了解用戶 (Understanding the user)

We conducted 12 user interviews targeting parents who buy children’s books. This was important to help us understand the users values, motivations and behaviours. One of our key focal areas was trying to understand why the users were buying children’s books.

我們針對購買兒童讀物的父母進行了12次用戶訪談。 這對于幫助我們了解用戶的價值觀，動機和行為非常重要。 我們的重點關注領域之一是試圖了解用戶為何購買兒童讀物。

From our user interviews and survey findings it became clear that parents were buying other products for their children online but when it came to children’s books a majority preferred buying instore.

從我們的用戶訪問和調查結果中可以明顯看出，父母正在為孩子在線購買其他產品，但是當涉及到兒童讀物時，大多數人更傾向于在商店購買。

“I love going into the children’s section of the bookstore because it’s calm and cheerful”

“我喜歡走進書店的兒童區，因為它既平靜又開朗”

We affinity mapped 511 insights from our user interviews into broad themes and from there refined the classifications as we dove deeper into our research. From here we were able to determine some key findings.

我們將來自用戶訪談的511個見解映射為廣泛的主題，并隨著我們對研究的深入研究，從中完善了分類。 從這里我們可以確定一些關鍵發現。

“Going into a kid’s book store makes me feel warm and fuzzy”

“走進兒童書店會讓我感到溫暖和模糊”

We conducted supplementary research in the form of an online survey. This provided more quantitative data that allowed us to explore how people were buying children’s books.

我們以在線調查的形式進行了補充研究。 這提供了更多的定量數據，使我們能夠探索人們如何購買兒童讀物。

One of the most effective survey questions that gave insights into user’s purchasing behaviour was through asking participants what “the 3 most important factors were when considering purchasing a children’s book”. This question revealed how powerful illustrations and storylines were for deciding which book to purchase and this was validated our user interview findings as well.

能夠深入了解用戶購買行為的最有效的調查問題之一是詢問參與者“在考慮購買兒童讀物時，最重要的三個因素是什么”。 這個問題揭示了決定購買哪本書的插圖和故事情節有多么強大，這也證實了我們的用戶訪談結果。

Our team spent a long time on research, missing almost every deadline we’d set for ourselves to ensure when it came time for ideation we were delivering solutions to real problems that have the greatest impact. We conducted competitive and comparative analysis, to ensure we were able to delve into the journey of the user to understand why they preferred to shop in store for books rather than online.

我們的團隊花了很長時間進行研究，幾乎錯過了我們為自己設定的每個截止日期，以確保我們在進行構想時就為影響最大的實際問題提供解決方案。 我們進行了競爭性和比較性分析，以確保我們能夠深入研究用戶的旅程，以了解他們為什么更喜歡在商店購買書籍而不是在線購物。

角色 (Personas)

Initially our team struggled with our personas but once we revisited and prioritised our affinity map we realised there were two clear and distinct personas with different mindsets. This made synthesizing our research to build two robust personas much easier.

最初，我們的團隊在角色扮演方面掙扎，但是一旦重新審視并確定了親和力地圖的優先級，我們就意識到存在兩種清晰且截然不同的角色扮演。 這使得綜合我們的研究以建立兩個強大的角色變得容易得多。

愛麗絲是誰的軟糖？ (Who the fudge is Alice?)

Alice our primary persona is a younger mum and because she has only one young child her motivations are different to our other persona. She values children’s books because they create intimacy with her child. She wants to nuture her child’s early learning but ultimately is more focussed on creativity and imagination. She would like the books she reads to her child to teach empathy, kindness and other topics that are difficult to explain to young children.

愛麗絲，我們的主要角色是一個年輕的媽媽，由于她只有一個小孩，所以她的動機與我們其他角色不同。 她重視兒童讀物，因為它們與她的孩子產生了親密感。 她想養育孩子的早期學習，但最終更多地側重于創造力和想象力。 她希望自己讀給孩子的書能教給孩子一些難以理解的同理心，善良和其他主題。

Alice loves the instore experience for its ambience and the ability to browse and preview books. She wants to preview books before buying to ensure her child will engage with the illustrations and story

愛麗絲(Alice)熱愛店內體驗，因為它的氛圍以及瀏覽和預覽書籍的能力。 她想在購買前預覽書籍，以確保她的孩子會喜歡插圖和故事

認識黛比 (Meet Debbie)

Debbie is an older mum with 2 children who are at reading age. She is driven and wants her children to excel at school. From speaking to a staff member at Readings we learnt that many parents want to challenge their kids to read books above their age level. Her job reflects this personas competitive and driven nature and her main focus when purchasing books is accelerating her child’s education.

黛比是一個年齡較大的媽媽，有2個處于閱讀年齡的孩子。 她很有動力，希望自己的孩子在學校表現出色。 通過與Readings的工作人員交談，我們了解到許多父母希望挑戰孩子閱讀超過其年齡水平的書。 她的工作反映出此人具有競爭性和驅動性，并且在購買書籍以加快孩子的教育速度時，她的主要工作重點。

問題陳述 (Problem statement)

We created a problem statement for our primary persona, Alice. It was initally difficult to define our problem statement because not many people had expressed explicit problems with shopping online.

我們為主要角色愛麗絲創建了一個問題陳述。 最初很難定義我們的問題陳述，因為很少有人表達過網上購物的明確問題。

So we focussed more on the why. Why was Alice choosing to shop instore over buying books online?

因此，我們將重點更多地放在了為什么上。 為什么愛麗絲選擇在實體店購物而不是在線購買書籍？

We created a problem statement for our primary persona, Alice. It was initally difficult to define our problem statement because not many people had expressed explicit problems with shopping online.

我們為主要角色愛麗絲創建了一個問題陳述。 最初很難定義我們的問題陳述，因為很少有人表達過網上購物的明確問題。

We wrote our problem statements individually then discussed and justified why we believed this was the core problem that needed to be solved. Ultimately, we agreed as a team on Alice’s main motivation for purchasing books instore.

我們分別寫了我們的問題陳述，然后討論并證明了我們為什么認為這是需要解決的核心問題。 最終，我們作為一個團隊同意了愛麗絲在店內購買書籍的主要動機。

Her core reason for browsing instore was because she could preview books to ensure they were aligned with her child’s interests and her own values.

她瀏覽店內的核心原因是因為她可以預覽書籍，以確保書籍符合孩子的興趣和自己的價值觀。

我們的一些想法是粗略的 (Some of our ideas were sketchy)

After writing our how might we statements we conducted a design studio to flesh out our ideas and encourage our team to be creative. We completed 4 rounds of crazy 8’s with each round focussing on solving problems for each “how might we” statement. Our team produced ideas that ranged from the wacky to the wonderful, including:

在寫完我們如何陳述之后，我們成立了一個設計工作室，充實我們的想法并鼓勵我們的團隊發揮創造力。 我們完成了4輪瘋狂的8輪比賽，每輪比賽專注于解決每個“我們將如何”陳述的問題。 我們的團隊提出了從怪異到奇妙的想法，包括：

games that the kids can playlive instore video streaming mind control to make parent’s buy books

孩子們可以玩的游戲店內視頻流媒體頭腦控制功能，可以制作父母的購買書

From our initial ideations we spent some time to iterate and amalgamate ideas which corresponded most closely with the problem we were aiming to solve in our problem statement. The key insights from our research were that looking at the illustrations and the message of the story were important to users when deciding to buy a book. There was also a playful “warm and fuzzy” atmosphere in bookshops and we wanted to recreate those feelings and atmosphere on the website.

從最初的思想出發，我們花了一些時間來迭代和融合想法，這些想法與我們要在問題陳述中解決的問題最接近。 我們研究的主要見解是，在決定購買書時，查看插圖和故事的信息對用戶來說很重要 。 書店里還充滿了嬉戲的“溫暖而模糊”的氣氛，我們希望在網站上重現這些感覺和氣氛。

用戶流 (User flow)

低保真線框 (Low fidelity wireframes)

Roger, our team’s amazing illustrator, refined our ideas from the design studio and started to sketch our low fidelity designs. We wanted to focus on designing a product that bridged the gap between what people liked about the instore experience and what was achievable online. We wanted to include a preview book the user was able to flip through because the illustrations were so important to the user’s experiences. I was responsible for converting these sketched into clickable prototypes so we could use them for usability testing.

我們團隊出色的插畫家羅杰(Roger)從設計工作室完善了我們的想法，并開始草繪我們的低保真設計。 我們希望專注于設計一種產品，以彌合人們對店內體驗的喜歡與在線可實現的之間的差距。 我們希望包括一本預覽書，使用戶能夠翻閱，因為插圖對于用戶的體驗非常重要。 我負責將這些草繪轉換為可點擊的原型，以便我們可以將它們用于可用性測試。

可用性測試(電暈時) (Usability testing (in the time of corona))

Due to the current state of Covid-19 we were unable to conduct usability testing with our paper prototypes. As a result we imported them into figma to create a clickable prototype that we were able to send people to test. We asked participants to complete three tasks- create an account, preview a book, and add it to cart.

由于Covid-19的當前狀態，我們無法使用我們的紙制原型進行可用性測試。 結果，我們將它們導入了figma中，以創建可點擊的原型，并能夠將其發送給人們進行測試。 我們要求參與者完成三個任務-創建一個帳戶，預覽一本書并將其添加到購物車。

We filmed participants screens to see where they were clicking and how quickly they were able to complete the task. We also filmed their faces simultaneously to record their facial expressions while they did these tasks. This gave us non verbal cues into what elements were confusing, frustrating and delightful. After conducting 5 usability tests we had the following key insights:

我們拍攝了參與者的屏幕，以查看他們單擊的位置以及他們完成任務的速度。 我們還同時拍攝了他們的臉，以記錄他們完成這些任務時的面部表情 。 這給了我們非口頭的線索，讓人們知道哪些因素令人困惑，沮喪和令人愉快 。 在進行了5次可用性測試之后，我們獲得了以下關鍵見解：

Badges Without colour or context they were sure what they meant Flip bookWould like some indicator that the book can be flipped throughAdd to favouritesSome users expected ther to be a save to favourites buttonValues and InterestsThought the values and interest buttons should be contrasting Feedback After onboarding users wanted instant suggestions based on their values and interestsOnboarding screenShould be a pop up and should have a skip option

徽章 如果沒有顏色或上下文，則可以確定它們的含義 翻轉書本需要 某種指示符，可以將書本翻轉通過 添加到收藏夾 一些用戶希望將其保存到收藏夾按鈕 值和興趣 認為值和興趣按鈕應該是對比的 反饋 入職后用戶希望根據其價值和興趣即時提出建議 入職屏幕 應彈出并具有跳過選項

風格 (The Style)

From our interviews we learnt that the cheerful, fun atmosphere of Readings Kid’s book store made the experience for adults buying books more enjoyable. We realised how our site was branded had to reflect this research. Our competitors websites used majority greens and whites in their branding so we wanted to choose colours that set our website apart. We chose yellow as our key brand colour as it is cheerful, warm and inviting, reflecting the emotions elicited when visiting the children’s bookstore.

從我們的采訪中我們了解到，雷丁兒童書店的歡樂，有趣的氛圍使成年人買書的體驗更加愉快。 我們意識到我們網站的品牌形象必須反映這項研究。 我們的競爭對手的網站在其品牌中使用了大多數綠色和白色，因此我們希望選擇使我們的網站與眾不同的顏色。 我們選擇黃色作為我們的主要品牌顏色，因為它既開朗，溫暖又誘人，反映了參觀兒童書店時引起的情緒。

一切開始融合在一起 (It’s all starting to come together)

Once we had our user flow and site maps completed we were able to move onto our high fidelity prototype. Rob was the lead UI designer on this and we worked together on figma to communicate the aesthetic and interactions of the website.

一旦完成用戶流程和站點地圖，我們便可以使用我們的高保真原型。 Rob是此方面的首席UI設計師，我們共同致力于Figma，以傳達網站的美觀性和交互性。

點擊此鏈接可查看Readings Kid網站的原型 (Follow this link to see the prototype for our Readings Kid’s website)

這個項目教會了我什么 (What this project taught me)

Team work is everything. We were able to learn and acheive alot in a short period of time and having a good team was the key to our success. Thank you Rob, Sayoa and Roger. I learnt a lot from our discussions and you all brought a wealth of knowledge to the table.

團隊合作是一切。 我們能夠在短時間內大量學習和達到目標，擁有一支優秀的團隊是我們成功的關鍵。 謝謝Rob ， Sayoa和Roger 。 我從我們的討論中學到了很多東西，你們都帶來了很多知識。

Organise your researchUser interviews take a long time to conduct so its important to try set them up as early as possible. Start the recruitment process as early as you can because if your interviews are delayed there’s a knock on effect for the rest of the project.

組織您的研究用戶訪談需要很長時間進行，因此盡早進行設置非常重要。 盡早開始招聘過程，因為如果面試被延遲，則對項目的其余部分會產生影響。

Keep it simple, stupidWe used a lot of different tools at the beginning of this project such as trello but the team didn’t check it often enough for it to be effective. It was more simple to write our to do lists on miro where we were collaborating everyday and that way everyone was in the loop.

保持簡單，愚蠢在項目開始時，我們使用了很多不同的工具，例如trello，但是團隊并未對其進行足夠頻繁的檢查以確保其有效性。 在miro上編寫我們的待辦事項清單更為簡單，因為我們每天都在進行協作，因此每個人都處于循環中。

下一步 (Next steps)

A second round of usability testing and iterationConduct a second round of card sorting to refine the information architecturePolish the high fidelity prototypeAdd a related item section to the product page

第二輪可用性測試和迭代進行第二輪卡片排序以完善信息體系結構拋光高保真原型向產品頁面添加相關項部分

Thank you for reading about my UX journey to answer the question “ Why books?”. If you have any questions please get in touch on my linkedin. For more about me (and my dog Crumpet) please see my website.

感謝您閱讀我的UX旅程，回答“為什么要讀書？”這一問題。 如果您有任何問題，請盡快在我的觸摸LinkedIn 。 有關我(和我的狗Crumpet)的更多信息，請訪問我的網站 。