Are you experienced? Business and the web user experience
source: 2011,3,31 By Bobbie Johnson Technology reporter, BBC News
科技記者巴比強生，BBC新聞
Short attention span: User experience designers want you to stick with one choice for longer
短期注意力廣度：用戶體驗設計師要你對某個選擇持續更久
It is a bright Thursday morning and, like millions of people all over the world, I am sitting in front of a computer. Unlike them, however, it is not to work.
Instead, I am a test subject sitting inside a research lab at the London offices of internet giant Google.
這是一個亮麗的週四早上，像在世界各地數以百萬計的人一樣，我坐在電腦前面，但不像他們，這不是工作。
相反，我是一個坐在互聯網巨頭谷歌倫敦辦事處一個研究實驗室裡的受試對象。
A researcher explains that the computer will record everything I do, while a camera pointing at me will track my facial expressions.
一位研究人員解釋說，電腦會記錄我所做的一切，而相機對著我追蹤我的面部表情。
With clipboard in hand, she tells me to imagine that I am looking to buy something and want to find out more online.
So I start the PC and head to the web.
隨著手上的剪貼板，她告訴我想像我要找購買的東西，並從網絡上搜尋更多。
所以我開始運用電腦直接上網。
Then the questions start: What am I looking for? How do I decide what looks interesting? Why click on one link rather than another?
然後問題開始：我在尋找什麼？我如何決定什麼看起來很有趣，為什麼點擊某一個鏈接，而不是其他？
The new architects
新式建築
The experiment may seem odd, but it is precisely what thousands of businesses now do each day as part of what is known as user experience design.
In the past, companies would simply slap information on a website — but today, with so much competition online, top destinations put a great deal of thought into making their products better.
實驗似乎很古怪，但它恰恰是成千上萬的企業每天所做的為已知悉的部分為用戶體驗設計。
在過去，公司只會在網站傳遞訊息 - 但現今，線上有這麼多的競爭者，最熱門的目的地放了大量的創意讓他們的產品更好。
source: 2011,3,31 By Bobbie Johnson Technology reporter, BBC News
科技記者巴比強生，BBC新聞
Short attention span: User experience designers want you to stick with one choice for longer
短期注意力廣度：用戶體驗設計師要你對某個選擇持續更久
It is a bright Thursday morning and, like millions of people all over the world, I am sitting in front of a computer. Unlike them, however, it is not to work.
Instead, I am a test subject sitting inside a research lab at the London offices of internet giant Google.
這是一個亮麗的週四早上，像在世界各地數以百萬計的人一樣，我坐在電腦前面，但不像他們，這不是工作。
相反，我是一個坐在互聯網巨頭谷歌倫敦辦事處一個研究實驗室裡的受試對象。
A researcher explains that the computer will record everything I do, while a camera pointing at me will track my facial expressions.
一位研究人員解釋說，電腦會記錄我所做的一切，而相機對著我追蹤我的面部表情。
With clipboard in hand, she tells me to imagine that I am looking to buy something and want to find out more online.
So I start the PC and head to the web.
隨著手上的剪貼板，她告訴我想像我要找購買的東西，並從網絡上搜尋更多。
所以我開始運用電腦直接上網。
Then the questions start: What am I looking for? How do I decide what looks interesting? Why click on one link rather than another?
然後問題開始：我在尋找什麼？我如何決定什麼看起來很有趣，為什麼點擊某一個鏈接，而不是其他？
The new architects
新式建築
The experiment may seem odd, but it is precisely what thousands of businesses now do each day as part of what is known as user experience design.
In the past, companies would simply slap information on a website — but today, with so much competition online, top destinations put a great deal of thought into making their products better.
實驗似乎很古怪，但它恰恰是成千上萬的企業每天所做的為已知悉的部分為用戶體驗設計。
在過去，公司只會在網站傳遞訊息 - 但現今，線上有這麼多的競爭者，最熱門的目的地放了大量的創意讓他們的產品更好。
As a result, designing online user experiences is now an important process for any company that is serious about the web, from huge names such as Google and Facebook all the way down to small businesses.
"User experience designers are the digital equivalent of architects," says Andy Budd, the managing director of web agency Clearleft, based in Brighton, England.
因此，有關網頁的運作設計線上的用戶體驗現在對任何公司從巨擘如谷歌和Facebook到小型企業是一個重要的過程，也是很慎重的。
總部設在英國布萊頓的網絡機構 Clearleft總經理安迪巴德說：“用戶體驗設計師相當於數位電子計算機建築師。
"Just as architects are crafting the physical world around you, user experience designers are doing the same with the digital landscape you use every single day."
Google takes the user experience seriously, despite its famously spartan homepage
Practitioners, who refer to what they do simply as "UX", try to understand people's desires and motivations in order to make sure that online services are satisfying, pleasurable and a joy to use.
“正如建築師在你身邊設計物質世界各具特色的工藝品，用戶體驗設計師每一天也同樣的使用數位景觀讓你使用。”
谷歌很重視用戶體驗，儘管其以斯巴達網頁著名的。
執行者，指的是那些用戶體驗所做的，試圖了解人的慾望和動機，以確保網上的滿意服務和歡樂的使用。
By observing people's behaviour online, asking them careful questions and testing different options, researchers can sometimes be the difference between a visitor sticking with a site or getting frustrated and going somewhere else.
Many online businesses are still dominated by usability decisions made by engineers or graphics designers, who tend to prioritise efficiency or beauty over the needs of users.
通過觀察人們的線上行為，仔細詢問他們問題和測試不同的方案，研究人員有時是區別訪問者黏著於某網站或因感到沮喪而去別的地方。
許多網上企業可用性決定仍然由工程師或圖形設計師主導，往往以更優於用戶的需要來考慮效率順序或美觀。
But over the last few years, user experience design has emerged as a distinct concept.
Primarily championed by scientist and researcher Donald Norman in the 1990s, it developed more rapidly as the web became more prevalent in people's lives.
但在最近幾年中，用戶體驗設計已成為一個獨特的概念。
在20世紀 90年代主要倡導的科學家暨研究員唐納德諾曼，當網絡在人們的生活變得更加普遍時它的發展更為迅速。
In recent years it has evolved into a fast-growing field that many see as integral to building great products.
Google, for example, now has hundreds of UX experts working all over the world, each of them operating in labs similar to the one I am sitting in.
近年來，它已參與發展成為一個快速增長的領域，有許多人視其是建構偉大產品不可或缺的要素。
例如谷歌，現在有幾百個 UX專家在世界各地工作，他們坐在一個類似於我所坐落方寸之間的實驗室操作某個試驗。
User experience designers are the digital equivalent of architects”
End Quote Andy Budd MD, Clearleft
用戶體驗設計師是數字相當於建築師“ 最終報價Clearleft安迪巴德醫師
Pattern recognition
模式識別(花樣, 圖案)
The researcher who has been grilling me about the way I use the web is Lidia Oshlyansky.
She joined the Californian company last year, having previously done a similar job for the world's biggest mobile phone manufacturer, Nokia.
"When you're doing user experience testing, you're looking for patterns," she says.
一直盤問有關我使用網路的方式是研究者利迪婭 Oshlyansky。
她去年加入了美國加州公司，在此之前為世界上最大的移動電話製造商諾基亞做了類似的工作。
“當你在做用戶體驗測試，你正尋找模式，”她說。
"If one person says something about the way they use the product, that's interesting — but if lots of people are saying similar things, then you might have found something important."
“如果某一個人對他們所使用的產品發表了意見，那]是很有趣的 - 但是，如果很多人都說類似的事情，那麼你可能發現一些重要的東西。”
The fact that a company such as Google spends so much time perfecting its web design may surprise some.
It is, after all, famous for its spartan homepage and dedication to speed above everything else.
事實上，就如谷歌 花了這麼多時間使其網頁設計完善可能令人驚訝。
這畢竟是，著名的斯巴達網頁和奉獻精神，使其速度凌駕任何競爭者。
In fact, to many people it seems that Google is almost anti-design, especially compared with a rival such as Apple, known for its focus on luxurious products.
"We have this reputation, and it's been touted quite a bit," admits Ms Oshlyansky.
事實上，許多人看來，谷歌幾乎是反設計，特別是與對手如蘋果，這以專注於奢華產品著名的對手。
Oshlyansky 女士承認:“我們有這樣的聲譽，也著實的被打探一番。”
"But there is actually an emphasis on the user experience."
Still, she points out, making things fast can be an important part of a user's experience of an online service: "Speed is part of what we do, though."
“但實際上我們是一個注重用戶體驗的經營者。”
不過，她指出，讓事情有效率進行是用戶體驗很重要的一個線上服務：“但，速度是我們運作的一部份。”
Google's Lidia Oshlyansky says user experience testing is all about spotting patterns
Since the world of user experience design is still young, many professionals began their careers doing something very different.
Ms Oshlyansky, for example, spent several years as a social worker in Chicago before deciding to change track.
谷歌的利迪婭 Oshlyansky說用戶體驗是所有關於停駐模式的測試。
由於世界上的用戶體驗設計才起步不久，很多專業人士在開始他們的職業生涯都做一些很不同的嘗試。
例如Oshlyansky女士，在芝加哥當了數年的社會工作者後，才決定轉換跑道。
Today her job involves travelling around the world to study ordinary web surfers and find out how they think and use Google's products.
Once she has collected the raw information and understood what it means, she works with the company's engineers and web designers to improve what a product does.
如今她的工作涉及周遊世界，研究普通網民，並找出他們如何思考和使用谷歌的產品。
一旦她將收集到的原始信息處理並理解意味的意義，她就與該公司的工程師和網頁設計師工作並提升產品的樣貌。
This can be as simple as using different words to describe things to users, or changing the size, shape or prominence of buttons.
Sometimes it becomes more complicated, with new features being added to help people do what they need to do or getting rid of aspects of a service that can impede its purpose.
這可能可以如簡單的使用不同的詞語來形容的物件給用戶，或改變大小，形狀或突顯出按鈕。
隨著新功能被添加以幫助人們做他們需要做或取消某個會阻礙它目的的服務，有時它變得更加複雜。
Even though the benefits of this research can be clear — more engaged customers, and more of them — Ms Oshlyansky says it can be a battle to explain the difference a good UX practitioner can make to a product, especially since many people believe they have an innate sense for design.
儘管這項研究的好處是可以清晰 - 更融入，參與他們 - Oshlyansky女士說，一個好的UX實驗者對一個產品的解釋差異性，特別是因為許多人相信他們對設計有與生俱來的敏銳度，這可以是一場戰役。
Still, says Mr Budd, demand for smart designers is outstripping supply as more businesses realise that how a user feels about their service can often be as important as what it does for them.
然而，巴德先生說，對智能設計師的需要是供不應求。隨著越來越多的企業體認到用戶如何感覺他們的服務通常和他們能為他們做什麼同樣重要。
"I wouldn't say that good user experience design was vital to the success of every online business any more than I would say that good customer service was vital to every offline business," he says.
“我不會再說良好的用戶體驗設計是每一個線上業務的成功至關要件這樣的話。而我會說，一個好的客戶服務是每一個離線業務的至關要素，”他說。
"But it can be a strong competitive advantage, and will continue to grow in importance over time."
“但它可以是一個強大的競爭優勢，並隨著時間的推移持續增加重要性。”
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