{"id":3423,"date":"2020-05-25T08:42:58","date_gmt":"2020-05-25T07:42:58","guid":{"rendered":"https:\/\/bcoaching.online\/?p=3423"},"modified":"2020-06-15T08:24:13","modified_gmt":"2020-06-15T07:24:13","slug":"korisnicki-put-alat-dizajnerskog-razmisljanja","status":"publish","type":"post","link":"https:\/\/bcoaching.online\/sr\/korisnicki-put-alat-dizajnerskog-razmisljanja\/","title":{"rendered":"Korisni\u010dki put \u2013 alat dizajnerskog razmi\u0161ljanja"},"content":{"rendered":"\n<p><a href=\"https:\/\/bcoaching.online\/sr\/dizajnersko-razmisljanje\/\"><strong>Dizajnersko razmi\u0161ljanje<\/strong><\/a> poma\u017ee u re\u0161avanju kompleksnih problema kroz nelinearni postupak koji u osnovi tra\u017ei razumevanje korisnika, odnosno empatiju, kako bi se dovele u pitanje pretpostavke, redefinisao problem i zatim generisalo inovativno re\u0161enje koje se validira sa korisnicima.<\/p>\n\n\n\n<p>Preduslov za uspe\u0161no re\u0161avanje problema je <a>duboko razumevanje korisnika<\/a>, odnosno empatija. Odli\u010dan alat za ostvarivanje dubokog razumevanja korisnika, odnosno uvida u iskustvo korisnika u susretu sa odre\u0111enim proizvodom ili uslugom, je mapiranje korisni\u010dkog puta.<\/p>\n\n\n\n<p>Korisni\u010dki put ili mapa korisni\u010dkog puta (customer\/user journey, journey map) je vizuelizacija procesa kroz koji korisnik \u2013 odre\u0111ena <a href=\"https:\/\/bcoaching.online\/sr\/mapa-empatije-i-persona-alati-dizajnerskog-razmisljanja\/\">persona<\/a>, prolazi kako bi postigla neki cilj. Naj\u010de\u0161\u0107e govorimo o interakciji sa odre\u0111enim proizvodom ili uslugom tokom vremena. U pitanju je put, jer se celokupno iskustvo koje se prote\u017ee u vremenu, mapira korak po korak, odnosno \u201esecira se\u201c kako bi se prepoznali i detaljno razmotrili pojedina\u010dni koraci i na taj na\u010din osvetlile potencijalno interesantne oblasti.<\/p>\n\n\n\n<p>Kako mapirati korisni\u010dki put?<\/p>\n\n\n\n<p>Za po\u010detak, neophodno je odrediti \u0161ta je put ili scenario koji se \u017eeli mapirati, \u0161ta je njegov po\u010detak, a \u0161ta kraj. Jedan scenario ili put mora da ima jasan cilj iz perspektive korisnika, pa je u skladu sa tim potrebno odrediti kada put po\u010dinje, a kada se zavr\u0161ava. Npr. da li \u0107e po\u010detak kupovine odre\u0111enog proizvoda biti trenutak ulaska u prodavnicu ili web-prodavnicu, ili put po\u010dinje ranije, reklamom istog tog proizvoda na dru\u0161tvenoj mre\u017ei. Odgovore na ovakva pitanja mora da da sam korisnik. S obzirom da \u0107e razli\u010diti korisnici dati razli\u010dite odgovore, neophodno je &nbsp;definisati ko je korisnik, odnosno <strong>persona<\/strong> koja prolazi ovaj put. U nekim slu\u010dajevima, mogu\u0107e je da postoje i drugi u\u010desnici u procesu, pa je potrebno i njih razmotriti.<\/p>\n\n\n\n<p>Kada se zna ta\u010dno ko prolazi put koji nas interesuje, kao i gde taj put po\u010dinje, a gde se zavr\u0161ava, potrebno je, korak po korak definisati aktivnosti i okolnosti pod kojima se one de\u0161avaju, npr. gde se de\u0161ava korak, da li korak inicira korisnik ili neki drugi u\u010desnik, koje vreme je potrebno da se obavi korak, da li korisnik jasno vidi koji je naredni korak, da li korak podrazumeva odre\u0111enu dokumentaciju ili posebnu sistemsku podr\u0161ku, \u010dekanje, itd. U zavisnosti od korisni\u010dkog puta i potreba, podaci se mogu predstaviti na vizuelno razli\u010dite na\u010dine i \u010desto se grupi\u0161u u faze puta. Va\u017eno je da koraci budu detaljni (ka\u017eu da se \u0111avo krije u detaljima, ma koliko trivijalno izgledali na prvi pogled), da budu organizovani u jedinstveni logi\u010dan sled (predstavlja se samo jedan put!) i, najva\u017enije, da budu rezultat istra\u017eivanja korisnika, odnosno dobijeni neposrednim posmatranjem korisnika, razgovorom sa njima ili testiranjem.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"621\" height=\"249\" src=\"https:\/\/bcoaching.online\/wp-content\/uploads\/2020\/05\/image-6.png\" alt=\"\" class=\"wp-image-3425\" srcset=\"https:\/\/bcoaching.online\/wp-content\/uploads\/2020\/05\/image-6.png 621w, https:\/\/bcoaching.online\/wp-content\/uploads\/2020\/05\/image-6-300x120.png 300w\" sizes=\"(max-width: 621px) 100vw, 621px\" \/><\/figure>\n\n\n\n<p>Primeri mapa korisni\u010dkog puta: <a href=\"http:\/\/www.nngroup.com\">www.nngroup.com<\/a>; www.interaction-design.org<\/p>\n\n\n\n<p>Dodatni aspekt mape korisni\u010dkog puta predstavljaju emocije. Za svaki korak puta se, u zavisnosti od koraka i okolnosti pod kojima se aktivnosti de\u0161avaju, dodaje i emotivni aspekt, npr. u vidu smajli\u0107a. Na taj na\u010din se lako prepoznaju problemati\u010dne oblasti.<\/p>\n\n\n\n<p>U zavisnosti od puta koji se mapira, kao i krajnjeg cilja mapiranja, mapa mo\u017ee sadr\u017eati i druge informacije. \u010cesto se mapa pretvara u tzv. \u0161ematski prikaz (<strong><em>blueprint<\/em><\/strong>), koji pored korisni\u010dkog puta mapira aktivnosti \u201eiza zavese\u201c. To je sve ono \u0161to korisnik ne vidi, interne procese koji se moraju obaviti, kako bi se pre\u0161lo na naredni korak korisni\u010dkog puta \u201eispred zavese\u201c. \u0160ematski prikazi poma\u017eu da se identifikuju interni procesni izazovi koji stvaraju lo\u0161e korisni\u010dko iskustvo.<\/p>\n\n\n\n<p>Mapiranje korisni\u010dkog puta je odli\u010dna timska ve\u017eba koja poma\u017ee \u010dlanovima tima da razumeju i sveukupno iskustvo korisnika, ali i detalje niza koraka koji \u010dine ukupno iskustvo. Mo\u017ee se mapirati iskustvo postoje\u0107eg proizvoda ili usluge u cilju unapre\u0111enja. Na ovaj na\u010din se u timu kreira zajedni\u010dka empatija za korisnika. Mapiran korisni\u010dki put se, dalje, mo\u017ee zgodno koristiti za komunikaciju prepoznatih problema i istra\u017eivanje re\u0161enja. Mogu\u0107e je, tako\u0111e, kori\u0161\u0107enjem istog alata, i osmisliti, dizajnirati, korisni\u010dki put nekog budu\u0107eg proizvoda ili usluge. U tom slu\u010daju je ova ve\u017eba korisna da \u010dlanovima tima osvetli sve eventualne korake u senci, kako bi se obezbedilo ba\u0161 dobro budu\u0107e iskustvo.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\"><p>Dizajnersko razmi\u0161ljanje poma\u017ee u re\u0161avanju kompleksnih problema kroz nelinearni postupak koji u osnovi tra\u017ei razumevanje korisnika, odnosno empatiju, kako bi se dovele u pitanje pretpostavke, redefinisao problem i zatim generisalo inovativno re\u0161enje koje se validira <a class=\"mh-excerpt-more\" href=\"https:\/\/bcoaching.online\/sr\/korisnicki-put-alat-dizajnerskog-razmisljanja\/\" title=\"Korisni\u010dki put \u2013 alat dizajnerskog razmi\u0161ljanja\">[&#8230;]<\/a><\/p>\n<\/div>","protected":false},"author":139,"featured_media":3421,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[53,28,60],"tags":[],"class_list":{"0":"post-3423","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-design-thinking-sr","8":"category-online-izdanje","9":"category-primenjeni-biznis"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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