How to play more fun 2 - Talk about behavioral feedback in the product
Behavioral feedback is the feedback users receive from a product based on the operations they perform when using the product.
Behavioral feedback is something that directly affects user experience.
What kind of feedback should we give to the user for an operation?
This can be seen from games. Fun games, especially those that can be played for a long time without getting bored, often do a good job in behavioral feedback. It can even be said that behavioral feedback directly affects whether a game is fun.
Imagine that when a player taps on the screen of his mobile phone, the characters in the game hardly react. Compared with this, when a large and gorgeous flame appears on the screen, which one will make the player feel better?
The same goes for other products. No one likes to do a lot of operations without any results or feedback.
So, how do we provide good behavioral feedback?
First, let’s analyze behavioral feedback.
Behavioral feedback in products can be divided into program feedback and manual feedback. Program feedback is easy to understand. The behavioral feedback of an Internet product is mainly program feedback, but there is indeed a lot of manual feedback, such as order processing. Many related products use manual feedback in this regard to a greater or lesser extent.
Program feedback is indeed something that should be promoted and is an inevitable trend, and even irreplaceable. But now, when technical means cannot satisfy people, manual feedback is necessary.
In addition, in some aspects of user experience, manual feedback is indeed better than program feedback.
For example, many companies are using artificial intelligence customer service. To be honest, many artificial intelligence customer service is still very poor. Not only is the ability poor, but the user experience is also very bad. No one likes to ask questions to programs and machines. On the contrary, human customer service can better reflect respect for users.
Then, let’s talk about how to design feedback rules
Feedback rules mainly include the following aspects
First, feedback method
What kind of feedback should be given to a user's behavior in the product? When designing feedback methods, we should not only consider what method to use for each behavior, but also consider the overall situation. Because when users use a product, their behavior is coherent, and too many feedback methods will make users feel confused.
Second, the degree of feedback
The feedback method directly affects the degree of feedback.
When an action is completed, should a simple information prompt be given, or an animation effect? Should a pop-up window be given, or a new page be displayed? . . .
The level of feedback has a huge impact on users’ cognition and decision-making when using the product.
Third, feedback time
It can be divided into three types.
- One is real-time feedback.
That is, every action of the user will receive feedback in real time, and there is no time to wait for feedback.
- The second is timely feedback
This means that users get feedback only after performing multiple operations, or after a short wait.
- The third is delayed feedback
It means that after the user completes the operation, it takes a long time to get relevant feedback. For example, identity authentication requires manual review, so after the user submits the form, it may take one or two days to get feedback.
Fourth, the number of feedback
One action can have multiple feedbacks, and these feedbacks can be real-time feedback and timely feedback, or divided into time feedback, such as timely feedback and another feedback after a day. This involves continuous feedback.
Fifth, continuous feedback
Each piece of feedback in continuous feedback can have its own feedback method, degree and time point. Continuous feedback must be designed well, otherwise it will disturb the user.
Multiple and continuous feedback is often used to improve conversion rates based on user analytics tracking.
Finally, I would like to say that the behavioral feedback rules must be considered as a whole, otherwise confusion will occur and even affect user experience and usage.
